{"@id":"https://credentialengineregistry.org/resources/ce-9d4f7bd9-5616-4217-919e-a02ee3078b0b","@type":"ceterms:OpenBadge","@context":"https://credreg.net/ctdl/schema/context/json","ceterms:ctid":"ce-9d4f7bd9-5616-4217-919e-a02ee3078b0b","ceterms:name":{"en-US":"WGU Specialization: Digital Marketing v1.1"},"ceterms:image":"https://api.badgr.io/public/badges/akPViYciT_WmXiaaMKgyvA/image","ceterms:ownedBy":["https://credentialengineregistry.org/resources/ce-036d082d-d80e-41a7-99a0-2d63a4ad3a4a"],"ceterms:requires":[{"@type":"ceterms:ConditionProfile","ceterms:name":{"en-US":"Open Badges Criteria"},"ceterms:assertedBy":["https://credentialengineregistry.org/resources/ce-036d082d-d80e-41a7-99a0-2d63a4ad3a4a"],"ceterms:description":{"en-US":"Credential Detail\n\nRecipients of WGU’s Digital Marketing Specialization have demonstrated competence in the following areas via rigorous assessment activities completed through Western Governors University:\n\nE-Commerce and Marketing Analytics\n\nThe learner evaluates campaign performance goals using web analytics.\nThe learner analyzes how to implement an e-commerce strategy through the design, development, and optimization of an e-commerce store.\nThe learner analyzes how digital marketing tools are used to reach and retain customers to e-commerce stores.\n\nSocial Media Marketing\n\nThe learner determines the appropriate social media platforms for intended target audiences.\nThe learner develops social media marketing strategies to achieve organizational goals.\nThe learner applies processes to manage social media marketing strategies.\n\nEmail Marketing\n\nThe learner determines email marketing best practices for target audiences.  \nThe learner creates an email marketing campaign to prospect and nurture leads.  \nThe learner evaluates the performance of an email marketing campaign.\n\nCompetency Demonstration Highlights\n\nRecipients of this credential complete the following tasks and deliverables as part of their assessment activities:\n\nExpertly apply email marketing best practices that resonate with specific target audiences based on an understanding of audience preferences, content relevancy, personalized messaging opportunities, and optimal send times to cultivate compelling email campaigns that drive engagement and deliver value to recipients.\nProficiently crafts an email marketing campaign designed to effectively prospect and nurture leads by integrating lead segmentation, personalized content, strategically timed follow-ups, and compelling calls-to-action, to establish meaningful connections, cultivates relationships, and guides prospects toward conversion.\nAccurately evaluates the performance metrics of an email marketing campaign, ranging from open rates and click-through rates to conversion rates and engagement metrics through insightful data analysis to identifies opportunities for enhancement and guides data-driven refinements for future campaigns to ensure optimization and improved results.\nProficiently crafts a social media strategy based on customer personas which are constructed based on understanding attractive target markets the value propositions which they find appealing and their platform and content preferences as well as organizational goals.\nAccurately analyze social media performance and budget data to identify strategies which will positively impact key performance indicators and increase return on investment (ROI). \nProficiently use social media to engage in crisis management by understanding the type and magnitude of the crisis as well as determining the most appropriate means of responding to the crisis.\n\nWGU Accreditation\n\nWGU is regionally accredited by the Northwest Commission on Colleges and Universities. The WGU Teachers College is granted accreditation at the initial-licensure level from the Council for the Accreditation of Educator Preparation (CAEP). WGU nursing degree programs are accredited by the Commission for Collegiate Nursing Education (CCNE). The Health Informatics program is accredited by the Commission of Accreditation for Health Informatics and Information Management Education (CAHIIM). 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