Digital Marketing Course | Digital Marketing Qualification

Introduction

Digital Marketing is a 3-day course which is recommended for individuals who want a holistic view of how digital marketing is planned, executed, integrated and controlled.

This course gives individuals a better understanding of how all the elements of the digital marketing mix fit together for maximum ROI.

Who Should Attend

• Managers, consultants and business owners with several years’ marketing experience who want to extend and update their digital skills are recommended to attend this course.
• Individuals who want a holistic view of how digital marketing is planned, executed, integrated and controlled.
• Individuals in business who want a better understanding of how all the elements of the digital marketing mix fit together for maximum ROI.

Course Objectives

On completion of this course, individuals should be able to:

• Plan and implement marketing campaigns using digital marketing tools, including search, email, mobile, web analytics and social media tools
• Understand the strengths of the key digital marketing platforms, channels, tools and techniques, such as user testing and Customer Experience (UX)
• Analyse, track and measure digital marketing campaign response, you will gain an understanding of the key metrics for measuring online effectiveness
• Maximise ROI by integrating online and offline multichannel marketing activity, why this is essential and how to achieve it
• How to build effective and profitable online customer relationships, how to maximise your customer insight through analysis, targeting, profiling and segmentation

Course Outline

Definition, Purpose and Scope of Digital Marketing

• Understanding the impact of digital marketing on business
• Definitions, history and development of digital marketing
• Building customer relationships online and permission marketing

Planning, Strategy and Testing

• Best practice approaches to online campaign planning
• How to determine the optimum mix of digital marketing tools
• Campaign, offer and messaging strategy
• Integration and multi-channel marketing
• When to test and what to test
• Learning by doing (better and better)

Customer Experience and Usability

• Principles of the Customer Experience (CX)
• Designing a positive User Experience (UX)
• Best practice methodologies
• Sitemaps and wireframes
• User testing

Mobile Marketing

• Key challenges and success factors in mobile marketing
• Developing a customer-led mobile strategy
• Assessing the role of mobile sites v apps
• Using mobile to drive customer acquisition
• Building loyalty and customer retention through mobile channels
• Tracking, analytics and Conversion Rate Optimisation

Content Strategy

• Why content is (still) king
• Developing content for different customer segments
• Content and SEO: the power of ‘in-bound marketing’
• Developing a content plan
• Examples of successful content strategies

Optimising Your Digital Marketing: Web Analytics, Tracking and Measurement

• Key metrics for measuring online advertising effectiveness
• Using cookies and analytics tools to track site visitors
• Tracking and measuring email, banners, PPC and viral campaign responses
• Measuring how your site helps or hinders campaign response

Social Media

• The rise of social
• Key players: Facebook, LinkedIn, YouTube, Twitter
• Impact of Google+
• Successes and pitfalls of social media
• What's next?

Online Video Strategy

• The importance of video within a digital marketing strategy and how to maximise video ROI
• A look at online video – the options
• Multichannel video marketing – and how to get your video noticed
• Viral and mobile video marketing
• Online Video SEO and analytics

Email Marketing

• Why permission is everything
• How to acquire names and email addresses
• Testing email for continuous improvement
• E-newsletters and other email formats
• Broadcast and delivery considerations
• Successful email marketing: case studies

Search Engine Marketing: SEO and PPC Defined

• Why is search engine marketing so crucial to online success?
• Key strategies and tactics to maximise search engine effectiveness: integrating SEO and PPC for optimum results

Data Gathering/Legal Issues

• Customer contact and behavioural data
• Why integration of digital and offline data is essential
• How your data can be used to drive more customised communications through segmentation and profiling
• Customer data analysis and targeting techniques
• Keeping it legal: the law, the pitfalls and getting help

Integrating Your Marketing Communications For Maximum ROI

• Why integration is essential and how best to achieve it
• Integrating online and offline activity
• 'Real-world' integrated campaigns
• Looking ahead: multi-channel for media owners, marketers and their agencies