In the first module, I discussed 4 critically important decisions you must make before launching a digital marketing campaign. Who are you? To whom are you trying to communicate? For what purposes are you communicating? What do you want to say? In the second module, I will focus on the next step: discovering and reaching your target. Broadly speaking, there are 3 strategies to achieve this goal. First, you can reach large groups of target consumers through mass advertising. With paid advertising you can widely disseminate marketing messages to raise awareness about your products and brands. The conventional wisdom is to leverage the reach of entertainment and informational media products to deliver advertising messages. In the digital age, online advertising follows a similar logic. Next, you can discover those who might be interested in your products and services through inbound marketing. One of the most powerful ways to detect a consumer intention and discover new buyers is through search engine optimization. Finally, a tried and true tactic to reach consumers is proactively sending relevant marketing messages to your existing and potential customers with known contact information. You can do this through door-to-door sales, direct mailing, telemarketing, and more recently, emails and text messages. Accordingly, there are 3 learning units in this module. The first focuses on online advertising, which is the digital equivalent to traditional mass advertising. The second unit looks at search engine optimization as a powerful inbound marketing tool to discover potential customers. The third lesson covers the applications of CRM systems and marketing automation software in reaching existing and potential consumers. In addition to the lecture videos, there's an extended expert session and a series of readings to help you solidify the learning. I also curated some additional learning materials. Now, let's begin.