On the 20th of September I participated on a Learning Café in class. There were groups with different topics – social media marketing, branding, digital marketing, content marketing, and, zero moment of truth – all of which were very interesting and caught my attention.
The topic that we chose was Digital Marketing, which basically is any form of marketing that exists online. It is important because customers nowadays are more empowered than ever before, doing the majority of their research online before they go to a store or speak to a sales person.
My home group’s article was about the key tools for/aspects about 
engagement marketing, which is the use of strategic resourceful content to engage people towards a goal, and, create meaningful interactions over time. Similar to engagement marketing, pay-per-click (PPC) is a business model whereby a company that has placed an advertisement on a website pays a sum of money to the host website when a user clicks on the advertisement. Your audience expects an increasingly personalised experience online, and so what we call retargeting is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous internet actions. While these two aspects are important, search engine optimisation (SEO) is integral to driving customers to your business via online platforms. Furthermore, I learnt that personalisation tools allow businesses to provide website visitors with these targeted, individual experiences, even before users sign up or provide personal information.
I was happy to learn about other groups’ topics, but the one that really caught my attention was Social Media Marketing as it made me realise the importance that it has nowadays in society and in businesses. It improves
brand awareness and cost-effective. Also, it engages with your customers because the more you communicate with the audience, the more chances you have of conversion. By connecting with your customers through social media, you are more probable to upsurge customer retention and customer loyalty.
In general, I agreed with all the points discussed with my group members so it made it easier for us to work together and to enjoy the Learning Café as a learning method. This way of teaching helped each of the students to understand the learning material, feel comfortable in an informal setting, and put comments on each of the issues.
