【Training Course III】 Digital Marketing

➤ Speaker

Audrey Liu, Founder of Authentic.Inc

Audrey Liu, the founder of Authentic.Inc, dedicating her endeavors to the misconception that organizations cannot be both profitable and beneficial to society. With a career that began in the corporate world and led her to the position of Marketing Director at P&G by the age of 27, she gained a global perspective through impact investment work in Brazil. This experience inspired her to relocate to Taiwan, where she is dedicated to creating a positive societal impact. Through Authentic.Inc, Audrey leverages her expertise to craft impactful marketing strategies that benefit both society and clients. The company's "theory of change" includes training workshops, strategic consulting, team building, mass communication, and ecosystem influence, all aimed at driving meaningful and sustainable change.

➤ Course Review

With the course topic,” How can NPOs Create Authentic and Effective Digital Marketing Strategies?” Audrey initiated the importance of understanding the competitive landscape and market positioning. Marketing for non-profit organizations in the digital age presents unique challenges, but NPOs can leverage their genuine impact to foster lasting engagement, emphasizing the significance of authentic interactions while cautioning emotional blackmail and sad fishing.

In her interactive session, Audrey exemplified successful cases, Wanjashan and Coca-Cola, encouraging students to relate these cases to their organizations. She enlightened the need of brand differentiation with her marketing background in Teach for Taiwan. Students were advised to identify competitors, unique values, and challenges, to establish a compelling value proposition.

Audrey highlighted the critical aspect of efficient conversion, stressing that driving website traffic is insufficient without clear calls to action to prompt desired actions. She advised students to articulate the tangible impact of donor contributions in every communication piece. Furthermore, she advocated for agile testing as a cost-effective method to evaluate campaign performance, emphasizing the importance of exploring diverse approaches and hypotheses. 

By presenting engaging case studies, Audrey empowered students to tailor digital marketing strategies, equipping them with practical insights to enhance their marketing efforts in the non-profit sector.

➤ Student’s Feedback

• I appreciate the instructor's approach of using case studies to illustrate theoretical frameworks, which helps to absorb abstract concepts more easily and allows for self-assessment of one's own organization.
• I learned that we can adopt different marketing strategies for different kinds of organizations.
• The reminder of “don’t do sad fishing” is really constructive.
• I can understand why our intuition often fails in digital marketing.
• Gaining more insights into marketing and story-telling, providing me with new ideas for the internship. 
• Have a form to follow when needing to formulate a story to share on social media.
• This course helped me to better find targeting audiences and how to promote my concept. 
• When serving as the social media editor, I can create content and test the benefit of traffic conversion.