The web is different now than even just a few years ago. It’s more personal and social: our friends often serve as our guide to a better online experience, recommending content, brands, videos. It’s more mobile: the mobile web is growing eight times faster than the desktop web did at a comparable timeframe in the ‘90s. It’s more creative: new sites, technologies, and tools make it possible to build amazing, immersive experiences we never thought possible. Overall, it’s a better web – one that’s about doing, in addition to viewing.
With better ways to interact with information online, the distinction between online and offline has been erased: consumers now live in a seamless ‘nonline’ world. So how should marketers think about digital today? This six-week course will cover consumer insights, marketing case studies, and practical hands-on guidance on best practices for incorporating search, display, online video, mobile ads and social media into integrated marketing strategies. It will culminate in student participation in Google’s annual Online Marketing Challenge, working with real businesses or NGOs to design and execute an online marketing plan.
Tara Walpert Levy
Tara Walpert Levy was a Columbia Business School faculty member from 2011 to 2016.
Kate Stanford was a Columbia Business School faculty member from 2011 to 2016.