¿Qué hacer con tu estrategia digital en tiempos de cambio?

Go to Course: https://www.coursera.org/learn/planificacion-marketing-digital-first-course-1

Introduction

### Course Review: ¿Qué hacer con tu estrategia digital en tiempos de cambio? In today's rapidly evolving digital landscape, small and medium-sized enterprise (SME) owners, entrepreneurs, and business executives face unique challenges. The Coursera course titled **"¿Qué hacer con tu estrategia digital en tiempos de cambio?"** offers an invaluable opportunity for these individuals to strengthen their digital strategy in response to change. Here's an overview, a review, and a recommendation for this course, which aims to equip students with foundational knowledge and actionable strategies. #### Course Overview The course is designed specifically for entrepreneurs and executives seeking to understand and implement essential digital strategies in challenging times, such as the launch of a new brand or navigating a crisis. The curriculum is structured into four integral phases that focus on different aspects of digital strategy: identifying the target audience, devising strategies for customer engagement and lead generation, creating customer loyalty, and optimizing cash flow through effective digital marketing. Each phase is crafted to build upon the previous one, ensuring a comprehensive understanding that combines theory with practical application. #### Syllabus Breakdown 1. **Fase Anterior (Personas)**: This module emphasizes the critical importance of defining your target market. Understanding your audience is the cornerstone of effective digital communication. The focus here is on creating messages that resonate with your audience’s characteristics, forging meaningful connections that can help achieve commercial goals. 2. **Fase Durante (Estrategia)**: In this segment, students explore various digital tools for effective prospect acquisition and customer engagement. The course teaches how to convert digital contacts into tangible sales by analyzing key elements that drive customer relationships in digital environments. 3. **Fase Posterior (Ejecución)**: This phase focuses on generating customer experience and loyalty. The concept revolves around creating a customer-centric experience that attracts customers to your business without aggressive marketing tactics. The session also dives into quantifying the value of each customer and how to leverage technology and digital elements to cultivate loyalty. 4. **Fase Económica (Flujo de efectivo)**: The final phase tackles the financial aspect of digital marketing strategies. After identifying the target audience and crafting messages, this section covers optimizing search engine performance and digital advertising to bolster revenue. Students learn the significance of analytics and how to use data effectively to refine their digital strategies. #### Review Overall, **"¿Qué hacer con tu estrategia digital en tiempos de cambio?"** offers a comprehensive and practical approach to understanding digital strategy in a changing environment. The course excels in its systematic layout, where each module logically builds upon the previous one, ensuring that learners not only grasp theoretical concepts but also know how to execute strategies effectively. The course content is relevant and timely, considering the ongoing shifts in business environments catalyzed by digital transformations and crises. The emphasis on practical tools and real-world applications makes the learning experience not just educational but also applicable to participants’ unique business circumstances. Moreover, the format is designed to accommodate busy professionals, making it easier to engage with the material at their own pace. The lessons are enriched with case studies and examples, enhancing understanding and retention of the material. #### Recommendation I highly recommend **"¿Qué hacer con tu estrategia digital en tiempos de cambio?"** for anyone involved in small to medium enterprises or in roles that necessitate an understanding of digital strategy. Whether you are launching a start-up, navigating a brand through turbulence, or simply looking to enhance your digital presence, this course provides a solid foundation and practical strategies to drive your business forward. By the end of the course, participants will have a clearer understanding of how to identify their market, engage effectively with customers, foster loyalty, and optimize cash flow. In a time where digital presence is not just beneficial but critical for business survival, this course stands out as a vital resource. Embrace the opportunity to elevate your business strategy in these transformative times—enroll today!

Syllabus

Fase anterior (Personas)

En este primer tema revisaremos la importancia de identificar claramente nuestro mercado meta. Así mismo conoceremos los elementos más relevantes para crear mensajes que, adecuándose a las características del mercado, logren conexiones duraderas que ayuden a cumplir los objetivos comerciales de la empresa.

En este segundo tema analizaremos las herramientas para lograr generar una captación efectiva de prospectos utilizando nuestros canales digitales, así como las estrategias para crear una vinculación efectiva con los clientes. De la misma manera, realizaremos un análisis de los elementos clave para lograr que nuestros contactos en medios digitales se conviertan en ventas.

Bienvenido al tema tres: Generación de experiencia y lealtad donde para alcanzar el sueño de vender sin tener que buscar a los clientes y que los clientes vengan solos a buscarnos, debemos construir una máquina de generación de lealtad. Como estos dispositivos aún no se inventan, debemos construir el propio, para lo cual comenzaremos por comprender como crear una experiencia centrada en el cliente. Continuaremos por dimensionar el valor de cada cliente para la compañía y con ello el potencial de implementar esta estrategia. Para después definir un marco de referencia que nos habilite a generar esa lealtad en los clientes apoyados de elementos tecnológicos y digitales.

La cuarta fase de la estrategia digital en tiempos de cambios se llama fase económica. Después de seleccionar el mercado objetivo y elaborar el mensaje, diseñar la estrategia mediante la captura de prospectos y conversiones de ventas, así como su ejecución, llegamos a la fase relacionada con el flujo de efectivo. En este tema se verá la optimización de los motores de búsqueda y la publicidad en medios digitales con el fin de obtener un mayor recurso económico. Por último, se revisará la analítica en el contexto online y su importancia para la estrategia digital.