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Week 4 Mastery Assignment

Conduct keyword research and analysis using online tools: This objective was explored in Week 2, where we had the opportunity to read about search marketing, SEO, and keyword search. The assignment that we completed to meet this objective was the Discussion assignment, in which we had the opportunity to explore the pros and cons of retargeting, a marketing tactic in which already interested clients are shown repeated messaging for something they looked into on the site before. This goes hand in hand with search engine marketing, since it is typically used toward clients who have already shown an interest in the product or service. Some major takeaways that I had for this section include ensuring that retargeting efforts do not become redundant to consumers, as it can quickly become irritating or unsettling for them.

Conduct competitor website analysis: We covered this objective in Week 3, where we had the opportunity to analyze website usability for our chosen company, as well as 3 competitor companies. This assignment was particularly useful for me, as I learned about new digital tools that can be used to analyze your website quickly and provide immediate tips for improving website quality. It was also useful to see where other websites were falling short, so that in the future I can use this information to avoid such mistakes.

Lay a foundation for creating a digital marketing plan: I think that this objective was best addressed in the Week 1 Marketing Research Paper, where we had to write a paper discussing the target markets for our chosen company, market advantages and disadvantages and competitor advantages and disadvantages. This assignment gave me the experience to conduct a real-life SWOT and PESTEL analysis on real companies. This knowledge will be beyond useful for me as I endeavor in my future social media marketing career.

Understand how to leverage search-engine marketing, mobile marketing, blogging, podcasts, viral marketing, email marketing, and social media marketing to drive website traffic: I think this objective was met during the Week 1 discussion post, where we discussed the differences between inbound and outbound marketing modalities, and the effectiveness of each on a particular population. This assignment provided the appropriate exercise of the skills of researching efficacy within target populations and markets, and how to curate the most effective marketing media for a particular group. It was useful to me, because it gave me the practice in researching a target group and determining the best ways to speak to this group.

Analyze and evaluate web analytics: This objective was met during the Week 3 assignment, in which we were asked to complete a website analysis of our chosen company, as well as 3 competitors. We had to dig deeply into these 4 websites in order to provide accurate and useful critique for how to improve and optimize the website for both computer and mobile website visitors. We had to evaluate web analytics for each site in order to gauge the overall quality of the site, and this helped me learn to optimize a site to maximize conversions.