Digital Marketing Course Will Teach You Everything!

I am just finishing my quarter of Digital Marketing at WWU.

This quarter my teacher has taught us about:

  • Search Engine Optimization
  • Inbound Marketing
  • Word of Mouth
  • Content Marketing
  • Paid Media
  • Coding
  • A/B Testing
  • SQL
  • Database Marketing
  • Mobile Marketing
  • Mobile Payments
  • Co-Creation
  • Edgerank
  • Growth Hackers

(For more detail on these subjects please view my previous posts)

Not only did we learn about all of these amazing topics which will help us as marketers but we also learned many different life lessons such as:

  • No one is an expert digital marketer (the digital world is always changing)
  • If you want a job become certified (Google analytics is a great place to start)
  • Continue to learn (you have to continually read posts in order to stay up to date with digital marketing)
  • Digital marketing is growing rapidly (digital marketing is becoming the best choice for marketers)

If you wish to become a marketer then take Mark Staton’s class at WWU.

This class has been amazing

I have never blogged before and I never even thought about using twitter before this class.

Now I have written a few blogs and according to MS I have written nearly 5000 words (4640) this quarter in my blogs alone. I never would have guest that at the beginning of the quarter.

This class has also impacted my Klout Score. Before taking this class my score was at 15. Now that I have added twitter and learned how to market myself my score has rose to a 48. This is before loading WordPress into my Klout which will take a few days to update.





Growth Hackers: Use Any Means Necessary

Marketers for start ups are trained to use any means necessary to gain clients/customers. This is growth hacking.

Growth Hacking Definition:

Growth hacking is all about finding creative and clever ways to use your  product, or other technology and content, to get more users or customers – all  with the goal of achieving sustainable growth.

Typically, growth hacking strategies are inspired by data and analytics.  Creativity is required to figure out how to use that data to get more  customers.

In other words, coming up with ‘growth hacks’.


Here is growth hacking 101


Edgerank Fathered James T. Kirk

Okay maybe Edgerank didn’t father James T. Kirk but it did father the new Facebook newsfeed algorithm in a similar manner to that of George Kirk fathering James Kirk (Yes this is a star trek reference).

For those of you who haven’t seen the newest series of Star Trek with Chris Pine as Captain Kirk here is a little background. George Kirk was captain of the Star Ship Enterprise for 12 minutes and he sacrificed his life to save 800 lives including his son’s.

James Kirk then grew up to become one of the greatest captains in star fleet history.

Edgerank like George Kirk is also dead. But in its death it has also gave birth to a new algorithm which surpasses it.

If you haven’t heard of Edgerank before then here you go:                                                     EdgeRank is the algorithm used by Facebook to help determine where and what posts appear on the news feed for each user by promoting interesting and relevant content they want to see first. The algorithm factors in three variables: affinity, weight and time decay. In general, the idea is to show you the freshest and most engaging content from your connections, while also considering your previous activity history on Facebook.

Even though Edgerank may be dead it is important to understand how it worked because it is the base to the new algorithm.


How does Edgerank work?

How Edgerank functions is not only important for a business owner to know, it’s also very interesting!  EdgeRank uses three primary metrics to determine what you see in your Newsfeed.


EdgeRank attempts to determine your relationship with the person who is posting.  This is based on the assumption that you want to see more content from people and businesses that you have a closer relationship with.  For example, you are more likely to see posts from your brother whom you interact with on Facebook frequently than an old high school acquaintance that you haven’t engaged with since you added them as a friend two years ago.  The more you interact with a friend or business by liking, sharing, or commenting on their posts, the more likely you are to continue to see their future posts.


Each post has a certain “weight” or value in the EdgeRank algorithm.  Photos and videos have more weight than links and links have a higher weight than simple text posts.  Weight can also be determined by relevance because Facebook places a higher value on subjects that a lot of people are talking about at any given time.  For example, your post about the Super Bowl may be given higher weight than one about what you had for lunch.  Additionally, the more likes or comments a post receives, the greater your chances are of seeing it…especially if that interaction has come from people you know.

Time Decay:

Every post on Facebook eventually disappears from your newsfeed.  How long it continues to appear is determined in large part by its popularity, but the general rule is that you are more likely to see newer posts than older ones.  In this way, logging into Facebook on a Friday isn’t likely to show you items that your friends posted on a Monday.  Instead, EdgeRank attempts to balance out older content with high engagement with new content that may have higher relevance.  And THIS is where the most recent changes to the Edgerank algorithm have taken place.


Now that you know how it worked here are some tips that can help you use it to your advantage which will also work with the new algorithm.



Co-Creation: Sounds like a Sexy Marketing Strategy

Co-creation is a form of marketing or business strategy that emphasizes the generation and ongoing realization of mutual firm-customer value.

Sexy stuff right?


According to Esomar, there are four basic steps of co-creation which are:

  • Start out with a phase of more ‘traditional’ ethnographic research with consumers – spend time with them in their places and spaces both offline and online and talking to them about their passions, motivations and aspirations for the future. This involved blogging communities, consumer connects and researcher lead interviews to develop a rich insight base about the target audience in each market.
  • Then use this research to develop a number of insight platforms, and from those develop a number of brand vision statements.
  • Then take these ideas into a co-creation workshop where and work with leading edge consumers in each market – Indonesia and India – to explore the potential for and relevance of insight platforms and brand vision statements. This is not about asking people what they think or whether they ‘like’ or didn’t like the insights. It is about allowing them to tell us through a mix of storytelling and creative game-play what the insight platforms and statements mean to them, what is most resonant, and how they relate the vision and insights to their own lives. Through this process we learnt not only where the central heartland of each potential brand vision lay, but also we saw (rather than asked) which of the potential areas generated most warmth and connection.
  • Following the consumer work, we then ran sessions with the local agency in each market to identify the strongest insights and how they played into the strongest brand vision statements. We used the raw material generated in the consumer workshops to hone and craft impactful language that expressed a brand vision articulated directly from a human and local perspective.


Check out Local Motors co-creation webinar presentation as an example of co-creation which will show you how something like this car below is created.


Who needs a wallet when you have a cell phone?

Cell phones are taking place of wallets. Cell phones have basic apps such as:

  • Calendars
  • Time
  • Alarms
  • Schedulers

Now cell phones not only have internet access which allows us to shop online from anywhere but we can also use our phones instead of our cash or credit cards.


Cell phones now have the ability to purchase items in store just by swiping your phone instead of your card. This way no one will have to worry about having too many cards or having their cards stolen.


Not only do smart phones work as payment cards, they also work as direct deposits. Now when your roommates give you a check for rent late, you don’t have to worry about making it to the bank on time because you can deposit your check with your smart phone.


Smart phones save us time and pocket space. Since nearly everyone has their smartphone within arms reach of them all day every day, they no longer have to worry about forgetting their wallets since they can use their phones to purchase any necessities.


Shopping gone Mobile

Shopping was once done by driving to stores and physically searching for items that one wanted to purchase. Times have changed.

Instead of going to stores to find what someone wants to buy, people are able to go onto the internet to their favorite store websites and buy items that are shipped directly to their homes.

pic 1

People are able to look through the web for hours on their desktops. Now we have smartphones which allow us to use the web at any time from anywhere with service.

With smart phones people are able to go shopping at any time such as in between classes, in the bathroom, on the bus, and while eating for a few examples.

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Database Marketing Made “Moneyball” Possible!

Moneyball is a must see movie of a general manager overcoming hardships to alter a losing team into a record breaking team! (Spoiler Alert)

moneyball pic

  • Jonah Hill as Peter Brand
  • Oakland Athletics
  • 20 game win streak
  • Database Marketing
  • Economics

The Oakland Athletics Baseball team lost three of their star players in 2001 after losing to the Yankees in the post-season. The team had no money to recruit new star players. The general manager wanted to come up with a new way of finding players since he was tired of the traditional scouting method. He lost faith in this method after being drafted into the major leagues as a rookie with potential who lost it all. Billy Beane, the general manager, turned to a young economics graduate Peter Brand. Together they worked out a system of looking at the stats of players to come up with the best combined stats rather than just one great player. This was done through database marketing!


After the team had lost 3 star players, the general manager was frustrated that the team could not afford to gain any star players. The general and assistant managers began looking for their players through database marketing. They looked at a database of all of the MLB players. They narrowed their search by filtering to all available players, then by all affordable available players. They then looked at the stats of each player and came up with the best combination of players that they could afford.


The team had a terrible start but picked it up in the second half of the season. Once they started to come together they were able to win games. Once they started winning they couldn’t stop. They had a 20 game winning streak which broke the previous record of 19.

With an amazing season the general manager was approached with a generous offer from the Red Sox. The Red Sox offered Billy Beane $12.5 million to manage for them because of their amazing season.

This proves that if you understand how to use database management that you will have countless opportunities that will pay fortunes.