Adobe Express Domain 1 - Working in the Design Industry

This objective covers digital marketing principles that help marketers successfully implement promotions and branding. This section contains presentations, projects, and quizzes to help you pass the Adobe Adobe Express CC Certification Exam.

1.1 Summarize promotion concepts

a. Describe the process of communication with customers and potential customers to inform, persuade, and remind about products, their price, and where they can be purchased.
  • Key concepts: 4 P’s of marketing

b. Identify the elements in a promotional/communications mix.

  • Key concepts: advertising, public relations, selling and direct marketing, sales promotion

1.2 Implement target marketing strategies, concepts, and principles.

a. Identify the characteristics of the target audience.

  • Key characteristics: the buyer’s persona, segmentation, demographics, geographics, psychographics, behaviors, challenges/pain points, goals/motivations, interests/hobbies

b. Choose appropriate marketing strategies to reach a target audience.

  • Key concepts: mass marketing, market segmentation, correct marketing blend
  •  Customer relationship types: B2B, B2C, C2C, C2B
  •  Marketing types: App, Web, mobile, push notifications, real-time marketing strategies, geolocated marketing

1.3 Adapt and apply branding to content.

a. Consider the business perspective when adapting and applying branding.

  • Key Concepts: branding identity and brand positioning, brand archetypes, consistency across channels, customer experience (CX), buyer persona, brand language or tone of voice, trademarks and copyrights
  •  Brand style guide: hex codes and Pantone values; type faces, sizes, and positions and when to use them; logos and brand marks (visual, word marks, other types)

 b. Consider the customer perspective when adapting and applying branding.

  •  Key concepts: brand experience, Unique Value Proposition (UVP), brand recognition, brand value, brand loyalty

1.4 Use content creation strategies and best practices.

a. Describe the characteristics of types of content marketing media.

  • Key concepts: owned media, earned media, paid media, digital marketing trifecta (combination of owned, earned, and paid media)

b. Choose an appropriate type of content marketing.

  • Types: blogs, videos/photos, memes, gifs, hashtags, emails, podcasts, infographics

c. Choose the appropriate type of advertisement (ad).

  • Types: organic, paid (pay per click, cost per click, click through rate), cost per conversion, search ads, display ads (banner, static, wallpaper, pop-up, auto play)

1.5 Identify content optimization methods and distribution channels.

a. Identify content optimization methods for the web.

  • Key concepts: SEO, keywords – positive and negative, alt tags, web crawlers, search engine result page, page rank, search engine algorithms, social media algorithms, ad network

b. Describe best practices for effective website design.

  • Key concepts: mobile/desktop friendly designs, clear navigation, Calls to Action, website security, branding, domain names

c. Describe retargeting, remarketing, and A/B testing.

d. Describe automated marketing and batching.

1.6 Automate and monitor social media promotions.

a. Describe the advantages and disadvantages of social media promotions.

  • Key concepts: digital footprint, safetyprecautions, advantages and disadvantages

b. Describe the use cases for social media promotions.

  • Key use cases: social monitoring, customer interaction, recommendations, gaining insights into buyer persona

c. Describe social media automation.