M. J. Plebon: Keeping digital marketing simple

M.J. Plebon approaches his teaching the same way he does his work with clients: by starting with the right question.

A digital marketing consultant with years of experience, Plebon focuses on helping people identify the real problem they’re trying to solve before they begin searching for tools or solutions.

In Plebon’s Digital Marketing classes at Concordia Continuing Education, he teaches learners how to make marketing decisions based on a defined audience and an authentic story. The goal is to create marketing strategies that are focused and sustainable without unnecessary complexity.

What inspired you to start teaching in addition to your professional work?

M.J. Plebon: I was already running my own agency and working directly with clients, so I was in the trenches every day. When I started teaching, I realized how rewarding it was to help people make sense of things they found overwhelming.

Digital marketing changes constantly, and many people know they need to be online but don’t know where to start or what actually matters. Teaching lets me take what I’m doing in real time with clients and translate it into practical steps students can apply immediately.

What real-world challenges do you help your students tackle?

M.J.P: The biggest challenge is confusion. People don’t have time, they don’t have big budgets, and they feel like they’re supposed to be everywhere at once.

One of the first things I ask is, “Who is your ideal customer?” Most people can’t answer that clearly. But if you don’t know who you’re talking to, nothing else works.

I help students slow down and focus on the basics. Start small, be consistent, and make decisions based on who you’re actually trying to reach. Once that’s clear, tools like social media, SEO, and even AI become much more useful and much less overwhelming.

Can you share a memorable moment or success story from one of your classes?

M.J.P: One moment that really stayed with me was a student who was an artist creating large-scale pieces that were sitting in her parents’ basement. She didn’t see herself as a business, just as someone making work.

We used her art as the group project and started asking basic questions. Who would actually buy this? Where would they be? What story sits behind the work? Once she realized that corporations, not individuals, were her ideal audience, everything changed. The platforms she focused on changed. The way she talked about her work changed.

That’s when it clicks for people. They stop thinking in abstract terms and start seeing how digital marketing connects directly to real outcomes. It’s not about posting more. It’s about understanding who you’re talking to and why they should care.