Development of a Digital Media Plan (Spanish, Multisub)

Learn to organise your brand’s investment in Google Ads and social media from scratch
Investing in digital media tools for the first time can be daunting, but there’s no one better to guide you than Foncho Ramírez-Corzo, director of search marketing and social media at Neo Ogilvy Spain, and founding partner of Coronel Smith in Peru. He walks you through each step in the process and shares the secrets to successfully connecting with potential clients.

In this course, learn how to create a digital media plan for a brand or business by doing thorough research and analyzing the target audience to ensure maximum returns on your investment in online ads.

What will you learn in this online course?
Begin by getting to know Foncho, his extensive professional career between advertising agencies and consulting firms, and his biggest influences.

To provide you with context, Foncho gives you a rundown on the current state of the digital media ecosystem so you can start organizing your brand’s online media plan accordingly. As an example, he creates a plan for a yoga studio, but you can choose any business you’d like.

Learn how to identify your target audience using demographic, psychographic, and internet behavior analyses, and discover each of the stages that make up a buyer’s journey.

Next, do some research to identify the keywords used by your target audience and study your direct competition to understand their communication strategies as well as the tone and formats they use.

Once you’ve compiled the relevant data from the analysis and research phase, Foncho helps you develop your digital media plan. Decide what platforms you want to use (Google, Facebook, Instagram, YouTube, etc.), set your objectives for each one, and learn how to calculate your investment and return on sales.

Now it’s time to put your plan into action! Several days after launch, review the results to know where you need to make adjustments and how to optimize your plan. Foncho recommends doing this regularly for maximum reach.

What is this course’s project?
Develop a digital media investment plan for a new brand or business.

Who is this online course for?
Anyone interested in selling a product or service online without any prior knowledge.

Requirements and materials
A working knowledge of Excel and a computer with an internet connection is all you need to take this course.