Using paid media, such as buying ad space on well-known websites, may be the fastest way to promote a product or service on digital platforms. In addition to display ads, paid media includes initiatives like search engine marketing, email marketing, video marketing, social media ads, and mobile ads.
This course provides a tour of opportunities and strategies associated with these various paid media channels, and guides you in drafting a paid media marketing plan that addresses your own marketing objectives.
Note: This course assumes that you have completed LSM515, or alternatively, are familiar with “customer funnel” and “customer journey” marketing models.The course Understanding the Digital Marketing Landscape and the Customer Funnel is required to be completed prior to starting this course.
Faculty AuthorClarence Lee
Benefits to the Learner
- Understand the opportunities and strategies associated with the primary paid media channels
- Assess the relevance of paid channels to addressing specific customer needs and marketing objectives
- Identify resources that can assist with use of specific paid media channels
- Draft a marketing plan for use of paid media