About the course
When today’s buyers are deciding if they will make a purchase, they can pull information from many sources—social media, review sites, company websites, retail locations, media, and advertising—at different points along their decision journey. This approach gives marketers considerable choice among the channels they can use to reach buyers at critical decision points. For instance, they can use search engine marketing or social media influencers to generate awareness of their products, or create online how-to videos to promote product features. The goal of this course is to provide an overview and an actionable framework to help you effectively communicate to your audience through multiple channels. We will define your target audiences and your buyer’s unique journey to a purchase. We will match specific marketing content to each stage of the buyer’s journey—for instance, comparison guides when they are researching a product, or competitive estimates when they are ready to make a purchase. Based on this mapping, we will define the optimal channels (such as paid advertising, social media, traditional public relations, or your company website or application) to deliver the content. You will complete the course with a multichannel marketing plan that includes a description of your buyers and their purchasing process, and a map of the content and delivery channels that will have the most impact on that process.
MMelissa McVicker is the Associate Vice President of Human Resources Communications at Stanford University. She joined Stanford in 2017 with the charter to lead employee communications, change communications, and engagement. Previously, Melissa founded her own leadership communications consultanc...
Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.