PROGRAM OVERVIEW
To stay ahead of your competition in today’s business environment, you must not only be present online, but also succeed in the ever-evolving fields of digital marketing, using proven digital marketing methods to create leads, sales, and business success. By tapping into your customers’ wants and needs, you can design an online journey that will answer their questions, educate them, and ultimately make them choose you over your competitor. In this program, we will provide you with the tools and insight to take your current marketing efforts up a gear. This will take you through making strategic decisions based on your data insights, all the way to use the right channels for your objectives. This informative and interactive program will provide you with cutting edge case studies and digital marketing best practices.
The program ensures you will leave with:
- Strong understanding of your current marketing data and objectives;
- Working knowledge of your customer journey including any improvements that are needed; and
- Making a strategic plan for your organization marketing activities.
KEY BENEFITS
The Program is aimed at providing:
- How to create an agile digital marketing strategy for your business in a changing environment;
• Using analytics data to make key business decisions; - Maximize your marketing strategy using paid advertising, website optimization, CRO, social media and e-mail marketing;
- Understand the importance of utilizing SEO for your website;
- Create and improve a customer journey considering diverse audiences;
- How to approach content for your organization to ensure engagement and conversion; and
- Unlock the full value of each digital channel for your organization to prioritize your time based on ROI.
WHO SHOULD ATTEND THIS PROGRAM
- Product Development / Design
- Project Management
- Customer Experience / Relationship Management /
Engagement / Insights / Success / Service - Digital Strategies
- Digital Transformation / Strategies / Content
- Brand
- Brand Strategist
- Creative
- e-Commerce
- Social Media
- Technology
- Product Innovation
- Technology Innovation
- IT Consulting and Projects
- UX Designers
Course
Topic 1: Introduction
- What is a digital strategy and transformation?
- Overview of the program
Topic 2: What is digital marketing?
- The 4 Ps of marketing
- Porter’s five forces
- Brand or perceptual positioning map
- Customer lifetime value
- Segmentation
Topic 3: Aligning with the business strategy
- Customer centricity
- Business model
- Global strategy
- Vision
- Culture
- Research and insight
- KPIs
Topic 4: Barriers and considerations
- Technology
- Skills
- Budget and resources
- Business priorities
- Regulation
Topic 1: Planning for the Digital Marketing
- The planning processes
- The phased approach
- Goals
- Objectives and strategies
- Action plans
- Controls
- People
- Budgeting and forecasting
Topic 2: Search Engine Optimization in Digitalization
- A history of SEO
- Researching your SEO strategy
- Technical SEO
- Site structure
- Content
- Mobile
- Location
- Penalties
- Organizational structure and SEO
Topic 3: Paid Search
- An introduction to paid search
- Setting up a campaign
- Measurement and optimization
- Advanced paid search
- Managing paid search campaigns – humans versus robots
Topic 4: Display
- A brief history
- Programmatic advertising
- Types and formats of display advertising
- Ad servers and technological delivery
- Types of display campaign
- Planning and targeting display campaigns
- Display campaign measurement and attribution modelling
Topic 1: Social Media for Digital Marketing
- Customer service and reputation management
- Where to start?
- Types of social media
- Content
- Social advertising
- Measurement
Topic 2: User Experience and Transformation
- User experience (UX)
- Digital transformation
Topic 3: CRM and Retention
- Defining CRM and reention
- Contact strategy
- Cross-selling and up-selling
- Predictive analytics
- CRM systems
- Social CRM (SCRM)
- Loyalty
Topic 4: True Personalization
- What is personalization?
- Defining true personalization
- User-defined personalization
- Behavioral personalization
- Tactical personalization
- Single customer view
Topic 1: Customer Service Improvement in Digital Marketing
- Customer service principles
- Service channels
- Social customer service
- Measurement
Topic 2: Content strategy
- What is content marketing?
- What is content?
- What content types should you use?
- Why content marketing?
- People and process for creating content
- Distribution
- Measuring the value of content
- International content
- Audit checklist
Topic 3: Analytics and Reporting
- The data landscape
- The reliability of data-based decisions
- What are analytics?
- Tools and technology
- Attribution modelling
- Reporting
Topic 4: Digital Marketing Presentation Strategies
- Optimization
- Decision making
- Budget
- Key channel benefits
- How channels interact
- Website
- Further considerations
- Structuring your proposal
- Advocacy
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