Are you moving from print advertising to digital advertising or just starting out in digital marketing? If so, you are tasked with learning loads of new information. So where do you go to learn about digital marketing strategies? Here are some suggestions.

Search online for white papers, like those you can find at Lyris.com, to start scratching the surface. White papers are normally written by seasoned marketers and can provide years of expertise in one condensed document. Through reading about different digital marketing methodologies you can get a better understanding for whatever your immediate focus might be - email marketing, mobile marketing, search engine marketing, etc. White papers share the experiences of other marketers, and while your product or approach may not be identical to theirs, it always helps to learn from what others have already come up against and resolved, allowing you to better understand what types of performance testing you should invest in.

Attend trade shows and marketing Webinars. Many companies share knowledge with anyone interested through free online seminars. Both Webinars and trade shows can provide a wealth of useful and relevant information. They can also be a good forum for you to get in touch with industry leaders and hear the strategies that businesses in the same vertical channel as yours are investing in.

Look at what others are doing. For example, if email marketing is your focus, subscribe to other marketers' email campaigns. But don’t limit yourself to looking strictly at businesses within your own vertical; you can get a strong feel for effective design tactics and communication methodologies from a wide variety of business types.

Put your strategies to the test. The best method to ensure success is to test various digital marketing strategies before you put them in place. Take what you’ve learned from your independent studies of whitepapers, trade shows, Webinars and observing other marketers, and test their performance. Performance testing provides proof of what methodologies work best for achieving your marketing goals -- and has the power to take you from digital marketing novice to expert in your field.

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About the Author 

Ghia Espino is an account manager at Lyris. She strategizes with clients to improve their online marketing performance and works as their Lyris advocate.

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