On a search to "level-up" my digital marketing skills I found the Squared Online course. I joined with high hopes, and nearing the end of the course, I haven't been disappointed.
The course was developed by Google and teaches up-to-date online marketing as well as leadership skills, in a 60/40 split over 5 course modules.
Now in the final module of the course, we are asked to reflect on and review the five modules of the course we feel were the most beneficial.
I chose to review the entire course, as I found each module helpful in either solidifying knowledge I've already gathered or introducing me to topics I didn't know much about.
One of the first tasks was to take the online profile test 16 personalities.
I've taken similar tests along the way, and this one was the most comprehensive.
I appreciate the roles and strategies approach and learned new things about myself that really made sense.
The profile descriptions also came in handy during group projects as they facilitated getting to know each other under tight deadlines. If you are curious, my personality profile is "Mediator"
Module 1 : Embracing Change took a deep dive into the customer journey, business models and marketing strategy. Already familiar with this topic, the extra focus solidified it for me. Module 2 also introduced the first group project - developing a digitally disruptive idea and creating a proposal for investors. The project challenged us to spot trends and opportunities for business. Perhaps the most meaningful part of this course was the time spent on business models, including the Lean Canvas model. I believe business planning to be key in designing a digital marketing strategy and was pleased to see it taught here.
Module 2: Digital Trends covered business planning while adapting to a mobile and social world. I had a good foundation of mobile and social trends and this module brought valuable lessons in topics such as designing for a mobile world and using Google's Consumer Barometer
Module 3: Digital Channels & Strategy an in-depth tour of paid and organic search gave me a broader range to my understanding, including the remarketing and programmatic concepts of paid search.
Module 4: Data, Insights & Analytics this module covered analytics platforms and measurement tools and strategies with a heavy focus on Google Analytics. As a marketer it's critical to understand what is working and not working in campaigns and the best way to accomplish that understanding is through data. One section I really appreciated was attribution - it's a topic I've been wanting to learn more about. I'm looking forward to implementing Google's Analytics 360 attribution tool to track the customer journey.
Module 5: Staying Ahead Of The Curve This module signifies why I very much appreciate this course.
Continual learning and leading companies to embrace change is a concept I strongly agree with. With the advancement of machine learning, artificial intelligence, virtual and augmented reality, there are exciting changes ahead.
I'm not certain many businesses are prepared for the magnitude of changes due to technology in the next decade. I hope to make a difference, and I believe now that I've completed the Squared Online Journey, I'm on the right path.