What You Need to Know in Digital Advertising: Best Practices and Insights

Several case studies from UC Davis Health will illustrate how best to use digital display, video, mobile and social ads to maximize audience reach and traffic to your landing pages. These case studies will reveal: 1) Which sites/platforms yield the highest performance metrics and how to effectively use each. 2) How to reach diverse audiences online with sites and networks geared toward those populations. 3) How to create true integrated marketing between paid and organic social media. 4) What topline metrics are most meaningful and how to avoid apples to oranges comparisons across platforms.

• Doreen Pichotti, Digital Marketing & Media Strategist, UC Davis Health System