Online Marketing

Launch a successful digital marketing campaign

  • sections:
  • Wednesdays 6:45-9:45pm ET, 6 sessions full schedule

In order to run a successful online marketing campaign, you need to understand how to conceive, structure, and measure your efforts across several different outlets -- from landing pages to social media to mobile. In this course, you'll learn how to create an online marketing strategy, identify the appropriate distribution platforms, and use the Web to successfully deliver your message.

We’ll review the fundamentals of online marketing including search engine marketing, keyword optimization, targeted display advertising, and mobile outreach. You'll develop the key components of a successful online marketing campaign while learning how to create display ads, distribute email newsletters, and develop a social media marketing strategy. We’ll also discuss how to measure ROI and track the effectiveness of your campaign.

In this class, you will learn how to:

  • Apply the four pillars of marketing to an online campaign
  • Use paid search and search engine marketing
  • Create successful display ads and track ROI on landing pages
  • Launch successful email marketing campaign
  • Identify the appropriate social media and mobile applications for your marketing strategy

By the end of class, you will have:

An understanding of best practices to launch an interactive marketing campaign and how to use online channels to achieve measurable results.

Noelle Cantarano is a digital strategist at Lippe Taylor, an award-winning marketing and public relations agency specializing in marketing to women. As a digital strategist, she develops social media strategies for Elizabeth Arden, Cetaphil and other beauty/skin care brands. She has also worked with Burger King, Best Buy and T-Mobile among others. She believes in being social, not doing social.