AI, SEO, and Marketing Strategies for Business Growth
1. CSR Actions in Social Media Marketing (Profitability)
- Enhances Brand Reputation: CSR improves trust and loyalty, attracting socially conscious consumers and fostering repeat business.
- Reduces Advertising Costs: Engaging CSR content generates organic reach and community engagement, lowering paid ad expenses.
- Mitigates Negative Perceptions: CSR counters criticism of social media platforms, enhancing image.
- Long-term Stability: CSR aligns with regulatory standards and sustainability, reducing risks
Digital Strategy and Web Analytics Fundamentals
Topic 1: Digital Strategy
What is the digitalization of the economy?
It describes the transition from an industrial age to an age of knowledge and creativity characterized by digital technologies and digital business innovation.
What are the main characteristics of Web 1.0, 2.0, and 3.0?
Web 1.0 (Push): Static Web, Rigid Navigation, User reader, One-way communications.
Web 2.0 (Share): Frequent content updates, Users as consumers and generators, Two-way communications.
Web 3.0 (Live): Intelligent searches,
Read MoreBarcelona’s Labor Market and Your Marketing Skills
Barcelona’s Labor Market
Barcelona is a dynamic hub for innovation, especially in sectors like technology, fashion, marketing, and digital transformation. The city’s diverse labor market reflects a growing demand for creative, data-driven, and strategic marketing professionals who can adapt to the digital landscape. Key trends include:
- Digital Marketing Dominance: Companies are shifting towards online channels, requiring expertise in SEO, social media management, content creation, and performance
Digital Marketing Strategies and SEO Techniques
Chapter 1: Inbound Marketing & Digital Channels
Inbound Marketing & Permission-Based Engagement:
- Opt-in: Customers voluntarily sign up for content.
- Opt-out: Customers withdraw from digital marketing campaigns.
Digital Marketing Channels & Techniques
- Owned Media (Website, Blog, Social Media, Email).
- Paid Media (Display Ads, Paid Search, Influencer Collaborations).
- Earned Media (SEO, Social Media Shares, Reviews).
Digital Advertising Types
- Display Advertising: Banner ads, retargeting.
- Paid Search
Brand Definitions, Identity, Archetypes, and Strategies
Definitions of a Brand
- Brand is a ‘name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.
- Brand – a collection of perceptions in the mind of the consumer. (P. Feldwick)
- Brand – a form of socially constructed reality that has attained an objective reality, which is why it can have a cash value that is dependent on the totality of perceptions held about it.
Digital Marketing: Customer Journey and User Experience
Aspects of Digital Marketing
Digital Marketing is the process by which companies create value for customers and society, resulting in strong customer relationships that capture value from the customers in return through digital means. With more channels, more competitors, and more powerful clients than ever, digital marketing presents unique challenges and opportunities.
The main differences are that consumers have evolved, and the 4 P’s of marketing (Product, Price, Place, and Promotion) have become