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Digital Marketing is a curation of all marketing activities carried out in the digital space to market a product or service. It not only includes online marketing activities but also some traditional activities. To view online marketing activities as a separate entity from all other marketing activities is not advised. A great marketing campaign is a combination of both worlds. Here we list the 4 different types of digital marketing activities.
To further elaborate on “Digital Marketing“, it encompasses 4 most important digital marketing types that play a crucial role in any business. It is very important to not focus on just one type of digital marketing technique. The most prosperous digital marketing strategies use a multi-channel approach.
1. Content Marketing
Content marketing is the art of using a storyline with valuable information that translates to brand building and awareness among your target audience. The effects of content marketing are long term and your target audience are primed with information to take a profitable action. The key to an effective content marketing strategy is to build relationships with the target audience rather than posing.
Content marketing aims at building relationships with potential customers and becoming a partner rather than an advertiser. It means content marketing is often used in inbound marketing strategies through a content strategy that focuses on providing value to the target audience with content.
2. Search Engine Optimization (SEO)
SEO is the process of using organic tactics to rank high on search engines. It is a natural way of generating traffic to your website from the search engine results page. It doesn’t stop with just driving traffic to your website but it also has a part to play in converting these traffic into quality leads.
SEO is often grouped under three categories as listed below:
a) On-Page SEO
It is nothing but optimizing a web page to target a specific search query and rank high on search engines. It can be achieved by doing various activities like keyword research, content creation, and keyword optimization.
b) Off-page SEO
It is carried out to build the reputation of a web page by linking it with other quality websites. By doing this you make search engines to trust the content on your website. This increases the reputation and reliability of your web page on search engines. This process of generating backlinks by connecting your webpage content with other quality websites is called link building.
c) Technical SEO
It is usually carried out to provide a great user experience. It is generally done by focusing on your site speed, mobile-friendliness, crawlability, site structure, and indexation.
Many have come to a misconception that SEO has become ineffective in the B2B space, but the reality is, more than 70% of B2B purchases begin their buying process with a generic search. Hence your SEO strategy should focus more on creating quality content, generating quality backlinks to reach a wider audience, and rank high on the search engines. Though SEO has become challenging day by day, it is still one of the best channels for B2B.
3. Search Engine Marketing (SEM)
Search Engine Marketing (SEM) is a paid tactic to gain attention to the brand by appearing high on search engine results. This strategy is often called paid search or pay-per-click (PPC) marketing. It involves various activities such as setting up the ads, optimizing the ads, setting a budget and most importantly placement of ads. SEM can be carried out on various search engines but is done predominantly on Google. Google supports paid advertising on its search engine and partners called Google Ads.
SEM is the most effective marketing strategy in the B2B space. Its impact is immediate and as soon as you launch your campaign, you can see your ads showing on SERPs. With SEM, you will have the luxury to define your target audience and you can filter them based on age, interests, location, habits and more. You can also keep a track of ROI which makes SEM more effective for B2B.
4. Social Media Marketing (SMM)
Social Media Marketing is the process of gaining traffic or attention from social media sites by posting content relevant to your target audience. Some of the popular social media sites include Facebook, Instagram, Twitter, YouTube, LinkedIn, Reddit, and Snapchat.
Each platform has its own set of rules to market your product or service, and it requires a unique approach and strategy. Your blog content may be ideal for one platform, a simple picture will help you reach a wider audience in another platform. Also, there are platforms where only video content works. It’s important to identify your audience and create content accordingly. The immense growth of social media marketing shows that B2B companies have shifted from broadcast media to social media platforms like LinkedIn to market their service or product. This channel helps them to better engage with their customers and create long term relationships.
Right from Content Marketing to Social Media Marketing, leverage all types of digital marketing techniques to reach your target audience with your product/service. When should you leverage these techniques? Send an email at email@example.com about your business and we will find what’s stopping you!
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Frontity is a WordPress-focused React-based server-side dynamic-rendering framework (phew!) that allows us to create fast headless websites. Chris has a good introduction to Frontity. I guess you could think of it like Next.js for WordPress. And while the demand for headless WordPress sites may be a niche market at the moment, the Frontity showcase page demonstrates that there is excitement for it.
Frontity’s documentation, tutorials and guides focus on creating headless blog sites and its showcase page lists more than 60 sites, including CNBC Africa, Forbes Africa, Hoffmann Academy, Aleteia, Diariomotor and others. In that list, five headless WordPress sites made the cut as production level showcase studies.
Frontity’s official website itself is a very interesting production-level use case that demonstrates how to successfully link the WordPress Block Editor to Frontity’s framework.
So what I’m going to do is walk you through the steps to create a Frontity site in this article, then follow it up with another article on using and customizing Frontity’s default Mars theme. We’ll start with this post, where we’ll cover the basics of setting up a headless WordPress site on the Frontity framework.
- Prerequisites and requirements
- First, let’s get to know Frontity
- Frontity site installation
- Section 2: WordPress site installation
- Section 3: Connecting the Frontity project to WordPress
- Section 4: Deploying the site to Vercel
- Wrapping up
This is not an expert guide but rather a headless WordPress site enthusiast’s journey toward learning the Frontity experience. For a more detailed and authoritative guide, please refer to Frontity’s documentation. frontity doc.
- Proficiency in HTML and CSS
- Experience using the command line
- A node.js server
- And, of course, a code editor
Ready? Let’s go!
Chris has explained here already what Frontity is and how it works. Frontity is a WordPress focused and opinionated React framework with its own state manager and CSS styling solutions. Recently updated Frontity architecture describes how a Frontity project can be run either in decoupled mode or embedded mode.
In the decoupled mode (see below) Frontity fetches REST API data from a WordPress PHP server and returns the final HTML to users as an isomorphic React App (used in the custom theme). In this mode, main domain points to Frontity whereas sub-domain pointing to WordPress site.
In the embedded mode, the Frontity theme package (an Isomorphic React App) replaces the WordPress PHP theme via a required Frontity Embedded Mode plugin. The plugin makes an internal HTTP request to the Frontity/Node.js server to retrieve the HTML pages. In this mode, the main domain points to WordPress where both the site visitors and content editors use the same domain, while Frontity uses the secondary domain (i.e. sub-domain).
Frontity’s built-in AMP feature generates a stripped down version of HTML pages for faster server-side-rendering thus overcoming multiple WordPress requests. It provides a more dynamic static site experience that is fast and has built-in server extedability that could be further improved using a Serverless Pre-redendering (SPR) (also called stale-while-revalidate cache) technique through KeyCDN and StackPath.
There’s more on Frontity mode in the Frontity architecture documentation.
To start our project, we need to install a Frontity project site and a WordPress installation for the data source endpoint. In the following sections, we will learn how to set up our Frontity site and connect it to our WordPress installation. The Frontity quick start guide is a very handy step-by-step guide and following guide allows us to set up our Frontity project.
First, check if Node.js and npm is already installed in your machine. If not, download and install them.
#! check node -- version node --version V14.9.0 #! output if installed #! check npm version npm --version 6.14.7 #! output if installed #! to upgrade npm to latest version npm install npm@latest -g
Let’s run the following command using the Frontity CLI to create a new
### creating a frontity project npx frontity create my-frontity
The above code produces the following output.
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Economics for Managers will enable you to drive critical business decisions. Explore how businesses approach pricing strategy, evaluate market demand, and differentiate their offerings, and how you can apply those learnings to compete in the marketplace successfully.APPLY NOW
WHAT YOU’LL LEARN
- Develop effective pricing strategies
- Benchmark costs compared to competitors through relative cost analysis
- Apply conjoint analysis to understand what features customers value most
- Understand the power of network effects to drive demand
- Identify sources of competitive advantage through differentiation
About the Professor
Bharat Anand is the Henry R. Byers Professor of Business Administration for Harvard Business School and Harvard University’s Vice Provost for Advances in Learning. He is an expert in digital and corporate strategy, and has studied how new technologies affect what we watch, read, and hear—which you can learn more about in his book, The Content Trap: A Strategist’s Guide to Digital Change. He is a two-time recipient of Harvard Business School’s “Best Teacher” award.
WHO WILL BENEFIT
Aspiring Marketing, Strategy, or Consulting Professionals
Explore the world of business through the lens of economics as you prepare for your next opportunity.
Those Considering an MBA
Prepare for the MBA classroom with the program Harvard Business School offers to incoming students.
Understand how markets work and firms compete in order to develop successful business strategy.
Economics for Managers consists of approximately 60 hours of material delivered over an eight-week period. You can complete the coursework on your own time while meeting regular deadlines.October 2021
- Length: 8 Weeks
- Program Dates: 10/13/21 – 12/8/21
- Cost: $1,600
- Application Deadline: October 4
- Detailed Calendar (pdf)
This course is also part of our three-course Credential of Readiness (CORe) program—consisting of Business Analytics, Economics for Managers, and Financial Accounting—available for $2,250.
Interested in mastering business essentials in CORe?
Note: Participants that enroll in the Economics for Managers course are not eligible to enroll in the CORe program. And if enrolling in the CORe program, participants are not eligible to enroll separately in the Economics for Managers course.
Economics for Managers is also part of the Strategy Learning Track. If you’re interested in developing deeper insights and expertise, you can choose to complete three strategy courses within 18 months to earn a Certificate of Specialization.
Economics for Managers applies fundamental economic principles to real-world business challenges. You will dive into topics like customer demand, supplier cost, markets, and competition. You will learn how businesses think about pricing, production, and differentiation. In the process, you will learn how to develop the beginnings of a competitive strategy that will lead to a business thriving over time.
Learning requirements: In order to earn a Certificate of Completion, participants must thoughtfully complete all 5 modules, including satisfactory completion of associated quizzes, by stated deadlines.
DOWNLOAD SYLLABUS (PDF)SyllabusModule 1: Customer Demand – FoundationsModule 2: Strategies for Assessing and Increasing DemandModule 3: Suppliers and CostModule 4: MarketsModule 5: Competition and Differentiation
THE HBS ONLINE ADVANTAGE
- World-class faculty
- Edge-of-your-seat online learning
- Global peer collaboration and networking
- Real-world, case-based learning
Harvard Business School Online offers a unique and highly engaging way to learn vital business concepts. Immerse yourself in real challenges faced by business leaders across a variety of industries. Economics for Managers takes you inside a growing online retailer, an events ticket broker, a multinational publishing company, and other firms evaluating market demand, wrestling with pricing strategy, and trying to differentiate themselves. Step into their shoes, and discuss and debate the issues they faced with fellow learners from around the world.
Stories from Our Learners
Economics for Managers was immensely valuable. Hearing from founders and seeing the power of network effects through various case studies helped me see market opportunities through an entirely different lens. The market knowledge I acquired helped me refine and expertly craft research reports.Asher Salik,
Student at New York University
The most impressive part of Economics for Managers was the case studies from a managerial perspective, including an analysis of a pharmaceutical company’s pricing of a drug and the ethics of measuring consumers’ willingness to pay for medicine. Due to the cohort’s diversity in experiences and backgrounds, this discussion included the voices of the patient, the manager, and the policymaker.Michael Denham,
Pre-Med Candidate at Louisiana State University
Economics for Managers gave me a new lens to look at the business world using common economics concepts, such as demand-supply curves, elasticity, equilibrium, markets, and pricing.Omkar Raut,
Software Engineer at VMware Inc.
Sign up to receive additional information about this course. Find out what other learners are doing with the skills they gained, and evaluate if this course is the right fit for you.
Do I have to log in at a set time? How does the grading process work? At this point, you probably have a few questions, and we’ve got answers.
Our easy online application is free, and no special documentation is required. All applicants must be at least 18 years of age, proficient in English, and committed to learning and engaging with fellow participants throughout the course. We confirm enrollment eligibility within one week of your application.
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