SSDM Founder and CEO to Speak at Troy Chamber Marketing Conference

TROY, Mich. — Nick Skislak, founder and CEO of SSDM, a digital marketing and advertising agency, will present at the Troy Chamber of Commerce’s annual Modern Marketing Movers conference, on Wednesday, October 23, 2019, from 8:00 – 11:00 am at Walsh College in Troy.

Skislak will lead a workshop exploring “The Battle Between Sales & Marketing.”

In 2008, Skislak founded his company on solid search-engine optimization principles and the company has a strong list of clients that rely on SSDM for search marketing consulting, campaign strategy and execution.

“No matter what we’re looking for, from purchase decision research to some obscure piece of information, we all go to the internet, usually on our phone,” says Skislak. “As a marketer, if you don’t understand how people search and why, you’ll never be able to reach them when they are most receptive to your message.

“And if your goal is to generate leads, your sales and marketing teams must align for best success. When everyone is pulling together toward the same objective, it truly increases the odds.”

In 2019, SSDM was listed in the top half of all companies on the Inc. 5000 list of Fastest Growing Companies.

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About SSDM
Founded in 2008, SSDM is an award-winning digital marketing and advertising agency in Troy, Michigan, focused on the customer journey. It is ranked in the top half of the Inc. 5000 List of the Fastest Growing Companies. For more information, please visit https://ssdm.co.

Intent Based Branding

For any small business, new leads and revenue is their life source. Google has trended so much towards branding and giving authority and trust to those who have that, that it’s a must in your digital marketing strategy. With intent based branding, you are able to reveal traffic of people who are already visiting your site, remarket to them via email, ads, or direct mail, and stay fresh in their mind when their buying window for your product or service is at its’ peak. To learn more about intent based branding and if your website is set up correctly to be more visible in Google, visit Freewebsitegrader.IO

Digital Marketing Secrets Revealed

The Detroit Regional Chamber’s leading marketing event returns in 2018 with Digital Marketing Secrets Revealed, March 22 at Greektown Casino-Hotel. Focusing on advanced digital marketing strategy, this event will provide a glimpse into the industry’s future as well as tips on hiring and managing digital marketing talent. Speakers will focus on cutting-edge topics such as online reputation management and influencer marketing. Digital Marketing Secrets Revealed targets marketers with intermediate or advanced digital marketing knowledge.

The Four Digital Marketing Topics Your Business Should Master Right Now

Digital marketing is an ever-evolving industry, with innovative studies, reports and “best practices” published seemingly every day. Some of the top bloggers, from Neil Patel to Jeff Bullas, offer cutting-edge digital marketing techniques and dedicate their lives to mastering this in-demand discipline.

To truly understand and stay on top of the internet world, individuals would have to scour hundreds of blogs and attend top industry events around the world. This is both time-consuming and costly. Most businesses simply do not have the resources or capacity. Mastering the top digital marketing topics can drive revenue and improve brand awareness. The question becomes, is there a way to understand the most pertinent topics to drive business growth?

Yes.

The Detroit Regional Chamber’s digital marketing team has scoured the internet and listened intently to the top digital marketing conversations to bring together the four most important topics for 2018. The savvy business professional can learn the ins and outs of these topics at Digital Marketing Secrets Revealed, a morning dedicated to the year’s biggest digital marketing topics, May 3. Read below for a preview of the topics that will be discussed.

The New Facebook Algorithm

In January, Facebook changed its news feed algorithm, throwing the digital world into a frenzy. Some bloggers believed it was merely a ploy for more advertising dollars, while others lauded the change in the name of more meaningful and engaging social media content. Nearly every blog has posted about the new algorithm, providing its own take on the constantly-evolving social network.

Online Reputation Management

Online reviews have existed for decades. Since the dawn of the internet, people could rate purchases and companies on their websites, chat rooms, forums or early social networks. But now, online reviews are much more organized and widely utilized – something that was not the case in the early 2000s. Ninety-two percent of consumers report reading online reviews before making a purchase, a number that has grown every year since online reviews became commonplace. In addition, 40 percent of consumers will form an opinion on a product or business based on as few as three separate reviews. This applies to both B2B and B2C companies, meaning all industries should look at their online reputation.

Influencer Marketing

Made popular by Instagram, Snapchat and YouTube, brands have started using social media to promote events through community influencers. From Instagram models to YouTube sensations, influencer marketing has become a popular and effective form of marketing to consumers. This topic has been trending for years, but traditional business still has not grasped its importance or effectiveness in the marketplace. If you do not think celebrities can impact a business, consider Snapchat’s struggles in the wake of a single Kylie Jenner tweet.

How to Invest in Digital Marketing Resources

The idea of investing digital marketing resources is largely a function of the three aforementioned digital marketing topics – it would be difficult for one person to handle a major business’s online reputation, manage a network of influencers, and stay abreast of the latest social media algorithm changes. However, companies have options when it comes to investing in digital marketing resources. Marketing agencies provide full digital marketing management packages so companies do not have to worry about anything online. On the other hand, a business may also choose to promote from within or hire interns to keep a close eye on digital properties. Both sides provide pros and cons. It simply depends on the company’s needs.

To learn more about these topics and find out where your business should be focusing its digital marketing efforts, check out Digital Marketing Secrets Revealed, May 3.

5 Reasons Why You Should Hire a Digital Marketing Intern

By Lucia Seprino
Oakland University

If you or your Digital Marketing company hasn’t hired your first intern yet, there is no better time than NOW. It might be time to ask yourself why you haven’t taken advantage of the opportunity. The increasing amount of pros outweigh the cons when it comes to hosting an internship program and these are the top five reasons why you need an intern.

1. Shape Your Future Employee

It’s likely that you will be providing one of the very first experiences that your intern will have in the digital marketing field. There are two ways you could look at this scenario. You could view this as an annoyance – you have to go over the basics with them, spend extra time being a mentor, etc. But you have here a golden opportunity to shape and guide a young mind into your dream employee. Most interns are in their junior or senior year of college, with hopes to attain a position in the field after graduation. The National Association of Colleges and Employers has consistently reported that 20-25% of new hires are sourced from the employer’s own internship program.

If you look at your intern as a potential future employee, things become much simpler. Take this time to teach them how to do things correctly the first time. They will be looking to you as an industry leader. If you guide and teach them the ins and outs of the business, it will make your job easier in the long run because you will know that you taught them (almost) everything they know! Your techniques, strategies, and company values will become the backbone of their real-world education. So shape those young minds and skip the hours of going through endless resumes. You have your future employee right here!

2. Give Back to the Community

You were once in the shoes of these eager students. In a competitive job market, it’s not unusual for companies to require new hires to have experience in the field before they will even be considered for an entry level position. The only problem is this has also caused a competitive internship market. Open up your company’s doors – you have the power to create an opportunity that will give someone the skills to succeed in their career. Bonus: It serves as a great public relations technique for strengthening relationships in the local community.


MORE: Hear more about ways to improve your digital marketing strategy at the Digital Marketing Boot Camp, Feb. 15.


3. The College Student Perspective

Students are social media savvy! Always on top of the latest trends, college students will let you know what’s “in” and what’s not. Their insight can be very valuable if your target market happens to be in their age range. Not to mention, they will keep you up to date on all of the events going on campus that could be useful for promotional purposes.

4. Increase Productivity

We’ve all heard of the stereotypical intern tasks – coffee runs, paper shredding and filing. Don’t fall into the trap of forgetting about your intern and shooing them away with meaningless tasks. If you find yourself having less time to focus on your top priorities because you are so busy crossing everything off of your to-do list, have your intern help lighten the load. Students are excited to learn every aspect of the job. Sometimes we feel like we need to take on the responsibility for every task but there is nothing wrong with handing the baton over to a newbie. As long as they are trained properly, this will create less stress. Time management is extremely important, and instead of always being “busy” you need to refocus to make sure you are being productive. Use your intern as a helpful tool to make the company stronger.

5. Word of Mouth Advertising

As soon as word gets out that a digital marketing company is offering an internship program, word spreads FAST. Did I mention it’s a competitive market out there? Local colleges will soon reach out to you to offer tables at internship mixers, job fairs, and to have your employees offer seminars or be guest speakers on campus. Career service centers and related department chairs keep close tabs on local internships that are available because it is their responsibility to help students find them. Some colleges even require students to have at least one internship completed before they are able to graduate. It won’t be long before you’re one of the most sought after companies to work for by post-grads with a great reputation and relationship with several local colleges and universities.

Tip: Many universities have websites with internship listings that are only accessible to view with a student login. Reach out to college career service centers and they do the hard part for you! Send in your position description and they will be sure to spread the word and post on student pages that would otherwise be inaccessible.

Your new intern will be your biggest brand advocate. If they enjoy their time as an intern, they are going to tell everyone about it. Never underestimate the power of connections. You never know to whom your last intern is going to gush about your company. It very well may turn into your next big client. Having a new intern (or a few) cycling through each semester brings in a lot of new faces. It’s important to check in with them periodically throughout the internship to make sure they are comfortable and they are feeling fulfilled throughout their time with your company.

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Use Social Media and Digital Marketing Analytics to Increase Your ROI

By Brianna Shreve
Social Media Marketing Consultant
BST Athletics

This post is part of the Digital Marketing Boot Camp series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.

Brianna ShreveAfter working with small businesses to improve their social media marketing efforts, one thing is certain – many business owners are so busy with the day-to-day duties their business demands that they’ve failed to realize the importance of monitoring marketing efforts. Without tracking the analytics of your ads, however, there are no metrics to examine if they are effective. Learning a new skill can be time consuming, but there are options available that gathers the data for you, thus making it easier interpret the statistics to make more informed resource allocation choices for the future. The following five tools aid in this process:

1. Facebook Insights

This may seem like an obvious choice since it is built into the core of Facebook, however there are features within the tool that allows you to not only track the performance of your posts, but your competitors’ posts as well. The Pages to Watch feature will allow you create a list of your competitors’ pages to compare performance. You can use this tool to look inside your competitor’s post to see the success rate, and refine your approach accordingly. Moreover, on your specific posts, you can see how many people your post has reached, the location, gender, and age demographic, which is useful in determining if your post is relevant to those it is reaching.

2. Twitter Analytics

Twitter Analytics is a great tool to use when determining whether your tweets are effective and relevant. Twitter may still be thought of as a social media sight, however it is important to know that it is a source for news! It gives you the ability to analyze which tweets are a hot topic, and the demographic of the audience that it engages by net worth, interest, gender occupation, etc. This will give you the ability to segment your audience to provide more relative news and updates.


MORE: Learn how to utilize analytics from experts all across the region at the Digital Marketing Boot Camp, Feb. 15.


3. Google Analytics

Google Analytics is a tool that every business with an online presence should use. It has many tools and functions, and if you are advertising on Google Adwords, it can help provide insight to improve your conversion rates and remarket to site visitors. With this tool, track the demographic, bounce rate, session time etc. to provide more relevant content. This tool can be a little more complex, but help articles provided can help you navigate usage.

4. Instagram Insights

Similar to Facebook Insights, Instagram Insights provides a limited view into your customer base. One feature that should be noted, however, is high traffic times. View what time of the day the majority of your audience is using the application to gain the most impressions. Given that the new story feed format is no longer in chronological order, it is not a guarantee that your post will remain on top for long organically. This feature can help identify what time you should post to reach as many people in your targeted demographic as possible.

5. FanPage Karma

FanPage Karma is a tool for analytics and monitoring that works with Facebook, Twitter and YouTube. It can help you identify the best times to post, the strongest and weakest posts, as well as how frequently you should post. Moreover, it also gives you the opportunity to learn about your fans, and other pages with a similar fan base. It is not completely free like the others listed above, but it does allow for excel reporting and other in depth features that can help allocate your resources more effectively.

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For more on marketing strategies:

5 Keys to Building a Solid Digital Marketing Strategy

Engage Millennial Music Lovers with Digital Marketing

By Lydia Michael
Wayne State University

This post is part of the Digital Marketing Boot Camp series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.

The music industry has seen a shift in consumption from owning music towards accessing it through various streaming platforms such as Apple Music, Spotify, Amazon Music and soon to be launched Pandora Premium. These streaming platforms along with other digital marketing tools are utilized by marketers while consumers spend more and more time on their mobile phones. This is also where one-on-one communication between artists and their audience, more notably related to indie artists, has become a crucial part of fan engagement and success. So how should digital marketing tools be used strategically? Let’s look at Pandora’s AMP and mobile live streaming options on social media.

Pandora’s Free Artist Marketing Platform (AMP)

Pandora’s music team analyzes each song using 450 distinct musical attributes. Based on this music algorithm, new music offerings with similar musical characteristics are customized for listeners who are introduced to music they will gravitate towards. The AMP was introduced in Q4 of 2016 and allows artists to better connect with fans through several free features.

  1. By promoting featured tracks across Pandora, artists can receive insights about their music in real-time. This is provided through thumbs up or down given by listeners, so that artists can optimize audience and fan engagement.
  2. Recording customized Artist Audio Messages such as calls to action can be added before or after a track, which can equate to higher engagement when targeting specific markets.
  3. With Ticketfly integration utilizing event location, fans can also be directed to buy tickets.

MORE: Learn all you need to know about music marketing, streaming, and more at the Digital Marketing Boot Camp, Feb. 15.


Live Streaming on Social Media

Unlike other social media platforms, content shared on Snapchat disappears once viewed, unless part of a story that is available up to 24 hours. With 150 billion daily users, this platform attracts the coveted millennials (born 1982-2000). Due to the live video feature, artists can use this promotion vehicle for live shows, but also to share exclusive and rare content off stage.

In Q4 of 2016, Instagram made this live streaming feature available as well, although the platform tells a long-term story through visuals. The Facebook-owned platform currently boasts 500 million monthly users and serves as a promotion vehicle for live music and heavily for one-on-one communication. Recording artist Selena Gomez is followed by almost ¼ of the platform’s user base at 108 million. Indie artist Chance the Rapper has managed to accumulate a following of 3.1 million.

With approximately 1.8 billion active users, Facebook has jumped on the bandwagon with live streaming while it continues to serve as the artist one-stop shop. Notably, Facebook leaves the video stream up indefinitely until the user decides to remove it, yet it remains less of a personal communication platform between artists and fans. It can be used more for promotional purposes without being too focused on sales in order to maintain an organic connection with fans. Popular artist pages include Shakira at almost 105 million likes and Eminem at 90 million. Indie pop/electronic band The xx shows 3.8 million likes.

While all of these digital marketing tools serve a unique purpose, the key is to cross-promote all platforms to reach maximum engagement and visibility. Simply adding those usernames as part of the artist bio can accomplish this. Additionally, listing current albums, tours or other relevant content helps increase awareness. Most importantly, when artists choose to establish a presence on any channel, there should be clear intention and strategy to fill this channel with compelling content long-term. While there is no current social media tracking tool that allows for identification of the same follower on various platforms, it is important to diversify shared content and its exclusivity on each tool, exposing digital natives to music as a new wave of the industry.

Lydia Michael is a global marketing and branding professional in the entertainment and music industry. She recently completed her MBA studies at Pforzheim University in Germany.

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For more on audio in digital marketing:

Radio Steps Up in the Digital Age

5 Keys to Building a Solid Digital Marketing Strategy

By Robert Courtney Collins
Founder
Robert Courtney & Associates – A Boutique Branding Agency

This post is part of the Digital Marketing Boot Camp series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.

Having a digital marketing strategy is paramount to survival in today’s business climate. While many people use social media platforms daily, very few understand how to leverage these platforms and reach maximum potential. Sometimes a strategy may appear to be effective, but without exercising certain building blocks you’ll likely find your strategy breaking down. Here are 5 principles every digital strategist must use to build a solid foundation and launch a successful marketing campaign.

1. Identify Key Channels

Everybody should have a primary platform and a secondary platform that’s properly maintained every day. Depending on your industry it’s very important to pick the platform that matches your audience best. If you’re in an industry that produces great visuals you will want to use Instagram. If you’re attempting to reach a younger audience, you will want to use Snapchat. Facebook should be everyone’s primary or secondary platform because of its reach and amount of active users.

2. Create Quality Content

Never shortchange your prospective audience with content that isn’t the best quality you can produce. Whether it’s photos or videos the quality of your content speaks to who you are as a brand. Content should also be informative or creative to make your brand stand above your competition.


MORE: Hear more about building up your digital marketing strategy at the Digital Marketing Boot Camp, Feb. 15.


3. Don’t Sell, Be Authentic

Traditional business practices have conditioned us to do the hard sell and pitch our product. But, with good planning, research and a service or product you believe in you can be authentic and let the selling happen naturally. Communicate your core message properly, passionately and precisely and nobody will be wondering what you’re selling or if you’re selling — they’ll be thinking about buying.

4. Establish Brand Consistency

Brand consistency is about making sure your name, logo, tag line and hashtags stay uniform across all digital platforms. Because the digital landscape is filled with different mediums, platforms, and networks bombarding millions of people every day the most effective companies know there’s an amazing power to connect consumers to a brand when marketing campaigns are easily identifiable and connectivity strategies are consistent. A digital marketing strategist would do well to examine all social platforms connected to a business to make sure brand consistency is in tack.

5. Be an Expert in Your Field

Being an expert means you not only have a deep knowledge of your own business, consumer needs and industry trends but that you are constantly analyzing your competition. When building your own marketing plan it’s essential to know what your competition is doing so you can decide exactly where to channel your digital marketing resources. The best digital strategies are often directly connected to the most well researched, and educated ideas.

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Radio Steps Up in the Digital Age

By Kevin Ketels 
President
Kyrris Marketing

This post is part of the Digital Marketing Boot Camp series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.

domMedia fragmentation and digital distribution have dramatically changed the way consumers listen to music and talk radio.  In my interview with radio executive Dom Theodore, he addresses why these changes took place and how broadcasters are leveraging digital technology to help compete.

How has the radio media landscape evolved since you and I were kids in the 1970’s?

Radio is a much more sophisticated business than it was in the 70’s. Back then, FM was just finding its footing, and most of the revenue was made on the AM dial. As the audience migrated to FM, and the FCC changed signal-spacing requirements, more FM stations popped up creating more of a splintered audience. Then, in the mid-1990’s, the FCC changed ownership rules and essentially lifted the cap on the number of stations that can be owned by one company in the same market. This brought in tons of new Wall street investors to radio, and as traditional broadcasters sold stations to mega-companies, these new owners focused on cost efficiency and finding ways to operate with fewer people and more syndicated programming. Then came the ‘digital disruption’ that made so many new audio entertainment technologies available to consumers, and you now have a much more splintered audience than ever before.

How does radio compete in an era of consumer media fragmentation?

It starts with recognizing that radio is no longer just radio – we are in the ‘audio entertainment’ business. There are more content delivery systems than ever before, but the secret to effectively competing in this new world is to focus on the actual ‘delivery’ – the content – and take an agnostic approach to ‘delivery system.’ This means that radio personalities need to be multi-platform, and available in both real-time during their live shows, and on-demand anytime through other platforms. They also need a social media presence and content that extends far beyond their radio show. But it all starts with a great talent.


MORE: Hear more about podcasting and radio at the Digital Marketing Boot Camp, Feb. 15.


Can you give us some examples of digital tools that are now being used in the industry to better connect talent, programming and/or advertisers with your audience? 

Terrestrial radio stations absolutely must have a presence across digital platforms – and most savvy personalities are using social media – particularly Twitter, Facebook, and Snapchat – to better engage with audiences. Also, the audience expects content to be available on-demand, so you’ll find podcasts from your favorite radio personalities on iTunes, Soundcloud, etc. Radio stations also typically employ online research methods to determine what songs to play – often soliciting their listener’s opinions online and using that data to determine programming decisions. And of course, we use digital advertising campaigns to drive audience back to the radio station for contesting, special programming, etc.

And there are plenty of radio station audio streams available online, in addition to internet-only channels… like my own ‘The Blaze Radio network’ – which is Glenn Beck’s single biggest affiliate – producing a bigger audience than any one of our terrestrial radio affiliates. As the ‘connected car’ becomes a reality, consumers will soon have access to every streaming radio station in their vehicle. This will be a game-changer, and will allow real-time audience analysis and audience reaction measurement… what is now the broadcast business will really become a narrowcast business with very individualized media experiences.

Kevin Ketels is President of Kyrris Marketing, a Detroit marketing and communications agency, as well as an Adjunct Professor of Marketing in the Mike Ilitch School of Business at Wayne State University. 

Read more from Kevin Ketels:

Don’t be a Social Media Bore

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Have we lost all sense of authenticity? Influencer marketing trumps passion for products

By Daniel Cherrin
Founder and CEO
North Coast Strategies 

I want Kylie Jenner to like my work as a PR professional and I want her to post it on Instagram.

jeansIt worked for Fashion Nova. Jenner, the youngest and most successful of the Kardashians, with her Kylie Cosmetic line, recently posted a picture (a pic for the Gen Y’rs) on Instagram (Insta for the Gen Y’rs) and simply said, “I love my Fashion Nova jeans,” gathering 2.2M likes.

Traditional media is great if you can get it and a good PR agency or publicist should have the relationships or wherewithal to help you determine what is news. However, influencers have followers and if they can promote your product on their Instagram, Snapchat or Twitter account, you will see visitors to your website spike.

Disney, BMW, Microsoft, Amazon, and Apple are some of the most authentic brands according a recent article in Business Insider, but they too pay influencers to talk about them.

Adidas, for example, created a group of their own influencers, called the Tango Squads. These are groups of socially savvy 16-19-year-olds, in 15 select markets, creating content around soccer. According to Marketing Week, “Each group is managed by an Adidas in-house team, who share exclusive content and new products with the group, before they are even unveiled on Adidas’ Twitter or Facebook channels.”


MORE: Hear more about social media marketing strategies and tools at the Digital Marketing Boot Camp, Feb. 15.


Influencer marketing goes beyond Adidas hiring Kanye West or Puma hiring Rihanna, or even Dunkin Donuts tapping Vine sensation Logan Paul to promote a donut.

This makes my job in PR much more difficult as well. Newsrooms are shuttering and the journalists that remain are working on multiple stories and being asked to post their stories first on Facebook and Twitter, even cover the event live using Facebook Live.

The trick with influencers is to find the ones who have significant followers, within the 10,000 to 100,000 range, but who also still illicit good audience engagement that drives results.

You can look for a celebrity and pay big bucks by working through their agents, you can work directly through the celebrity if you have the relationship, or you can also work through an influencer agency to find the right influencer for you.

In working with a celebrity or other influencer, you want to research their background, interest, and passions.  Make sure there is some connection between your product and the celebrity before contacting their agent. To gain an influencer’s attention, follow these four tips:

  • Find the hook. Make the connection and make it personal. Influencers are constantly being inundated with pitches. In your pitch, let them know you follow them and give an example of why you were attracted to them. This includes why they are the perfect fit for your product and how their followers could benefit from it.
  • Find the money. Influencers make a living by getting paid to promote products, so be prepared to budget for influencer marketing, but feel free to negotiate fees creatively.
  • Be prepared to give up editorial control. Influencers want to do it their way and don’t want you to tell them what to say or how to say it.
  • Know the law. There are laws now directing influencers to provide certain disclosures. Depending on the industry, such as medical devices, food and cosmetics, additional disclosures and diligence are required.

In advising companies today it is important for PR agencies to tell their clients that it is in their best interest to develop their own content and find the influencers to broadcast their message. Whether you pay them or not, it is important to find the right people to talk about you and your product.

Although I cannot offer you jeans, I encourage you to share this article, to tweet it, post it and tag me with any post at @DanCherrin (on Twitter, Instagram).

DANIEL CHERRIN | is the founder and CEO of North Coast Strategies and a partner with M10 Marketing, an integrated marketing agency. Through advocacy, collaboration and strategic relationships, Daniel Cherrin has built a successful career, as an attorney, lobbyist and public relations professional. This includes serving as the Communications Director for the City of Detroit and Press Secretary to the Mayor of Detroit, federal lobbyist for the Detroit Regional Chamber and the owner of an independent public affairs consultancy. Daniel believes the way forward is to engage! Through strategic communications, strategic relationships and something valuable to share, Daniel works to protect and enhance the reputation of organizations and people in the public eye. You can follow him on Twitter @DanCherrin or www.NorthCoastStrategies.com.

Read more from Daniel Cherrin:

Are you listening?

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