Integrated Digital Marketing: Intensive

Module 1

Title: Digital Marketing Best Practice: Tools and techniques for audience engagement

COURSE OBJECTIVES

1. To deliver a thorough understanding of the terminology and tools for digital marketing.
2. To give you practical experience in setting up analytics and reviewing all your digital assets.
3. To provide you with the tools and knowledge to research, plan, create and implement an integrated marketing campaign.

• What makes a great website, great content, great user experience online
• Build your digital profile using tools such as blogs, content marketing, and social media marketing, etc.
• Getting found on the web: Paid search: Digital Advertising Organic Search: SEO, Video Search Engine optimisation
• Setting up Content Marketing Plan: content creation , content promotion
• Mobile Engagement
• Social Media : application and best practice
• Digital Measurement / Web analytics: Set-up, foundation and best practice
• Developing clear measurable objectives

Module 2

Title: Integrated Digital Marketing: Strategies for customer conversion

COURSE OBJECTIVES

1. To audit of your competitors - (look at the industry sector and competitor data) - review all relevant external data to determine traffic numbers and market size of those channels
2. To learn industry best practices for each channel
3. To use data to develop an integrated digital marketing plan that drives competitor advantage.

• Competitor Audits: Domain Authority Links (Internal and External) Key Word Ranking (SERPS), Keyword Trends; Competitor backlink analysis
• Content Strategy / Digital PR and online reputation
• Design, develop and deliver an engaging digital marketing proposition/experience.
• A look at how to manage and understand In-depth analytics - analysis, funnels, reporting and ROI.
• Developing Digital marketing strategy - situational analysis, objectives and KPIs, strategy models and implementation.

Module 3

Title: Digital Marketing Masterclass: Delivering actionable insights

COURSE OBJECTIVES

1. A highly analytical course, focused on deducing unique insights from the data and how to adapt your strategy accordingly.
2. To develop an integrated strategic digital marketing plan for your business. Strong focus on customer touch points, ROI and importance of adaptive strategies.
3. To look at developing a unique dashboard to effectively measure marketing objectives.

• Digital marketing trends and changes and how to incorporate this into your strategy
• How to map your customer journey and key touch points
• How to optimise your digital campaigns using advanced channel techniques and application - SEO, social media, e-mail, display
• To create a dashboard to asses and determine the most effective digital and social media metrics, and analytics to assess the success of your digital marketing strategy and investments including ROI.