Amplifying the Brand Promise

A diverse consumer base, along with ongoing fragmentation of media and consumer preferences, is creating a perfect storm for marketing professionals. It is increasingly difficult to reach audiences in an effective and efficient manner, as their attention and consumption of content are now spread across a wide array of platforms. Marketing needs to break out of the advertising sea of noise, and all marketing efforts need to align in support of the brand promise. The desire to come together around shared interests and communicate our passions and values is a profoundly human instinct. The social media channel is a unique platform that allows brands to capture actionable insights about consumers, amplify and clarify the brand’s messages, and strengthen other tactics within an integrated media strategy. This course provides an approach to incorporating social media into a broader marketing strategy. Through hands-on examples and case studies, gain insight into how the media landscape has evolved to the point at which brands need be relevant and responsive to consumers who can be targeted individually at any time and on any device. Learn how the rules of advertising are being redefined and the playing field is shifting, as the quality of the engagement and conversation between consumers and brands determine long-term success.