The activity is aimed at entrepreneurs, team members or early-stage project managers who wish to start using digital marketing to give visibility to their initiatives with an ethical and sustainable approach. No prior knowledge of marketing or experience in digital tools is required, but it is essential to have a defined project or a clear idea to develop during the session. It is recommended to have previously participated in the session "Connect with your customer: segmentation and ethical positioning" for a better use of the content.

1. You will identify your target audience and analyze their needs from an ethical and responsible approach.
2. You will learn how to structure an initial digital marketing strategy that reflects your purpose and social impact.
3. You will learn to identify digital channels that maximize the impact of your message aligned with social values.
4. You will acquire tools to create content and strategic actions that connect emotionally with your audience while promoting your social values.

Syllabus:

• Knowledge of the target audience and values: Identification of the target audience with criteria of social coherence and sustainability.
• Creation of a buyer person aligned with the values of the project.
• Digital channels for social projects: selection of digital channels according to the values of the project: social networks, websites, email, marketing.
• Practical examples of ethical use of channels to promote sustainable messages.
• Design of an initial marketing action that reflects social and ethical values.