Alberto Guevara

Competitor research and benchmarking are two related but different concepts. While competitive research might tell you how to replicate your competitors’ approach, in general it won’t help you surpass their results. Benchmarking, however, focuses on the future by looking at companies that have achieved the kind of results you want for your business. You can think of benchmarking as your report card, guidebook and competition comparison all in one. In this course you will learn how to apply different methods for gathering online marketing research data, use marketing research to increase sales and customer satisfaction and conduct effective benchmarking that can tell you what you are doing wrong with your online business and help you discover ways to improve. This course will teach you how to master search engines and the latest smart technologies to control the flow of online information and even automate it

Inbound Marketing is a business methodology that attracts customers by creating valuable content and tailor-made experiences. Social media as an Inbound Marketing channel. Use of different social networks to reach consumers effectively. Tools and knowledge to build a full marketing strategy on social media, from consumer perception to final justification metrics. Understanding the basic concepts of social media platforms and strategy creation and using the unique characteristics of platforms such as Twitter, Facebook and Instagram to benefit business.

Understand the use of social media in customer capture and customer loyalty processes. Create and develop an effective Inbound Marketing strategy.