From the course: Digital Marketing Foundations
Join today to access over 24,900 courses taught by industry experts.
The building blocks of digital marketing
From the course: Digital Marketing Foundations
The building blocks of digital marketing
- In digital marketing, you're mainly working with three kinds of media, paid, owned, and earned. And today, the information you gather directly, what we call first party data, plus artificial intelligence or AI, is going to supercharge all of it. Let break these down. First up is paid media, and this is what it sounds like. Any channel you pay for, think text ads on Google search, video ads on Instagram, paying an influencer to talk about your product. Sponsorships you hear on podcasts or even banner ads on blogs. It's all about paying to get your message out, but here's where it gets smart. By using AI to conduct deep research and parsing your first party data, well, you get to figure out what resonates with your existing audience and design paid strategies to capture new people who are incredibly similar, which makes your ad spend way more effective. Next, there's owned media and these are channels you have direct control over. Your website is a classic example. Your first party…
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.