Course details
Setting the Scene
- What do we mean by Digital Marketing?
- Why integration is important?
- Some key terms and definitions
- Who is online?
- How do they use the internet?
- Knowing your customers – external resources
- Knowing your customers – internal data
Planning and Strategy
- What is different about planning online?
- Some planning models to build with
- Budgeting – why it is different in digital marketing
- A few legal considerations
Gathering data
- Why you need to identify individuals
- What data do you need to gather?
- Click-stream data – you are what you click
Copy for the web
- Usability testing – how to make sure things are working
- What’s new – on-demand video, mashups, UGC?
Tracking and Measurement
- What can you measure and how do you measure?
- What does ‘good’ look like – key metrics
- Traffic-driving – advertising, search, email, affiliates and referrals
- Web measurement – what you can track and how you can use it
Testing in Digital Marketing
- Why online is a testing paradise?
- How do you test?
- What can you test?
Creative considerations
- How is writing for the web different to offline?
- Costs, skills and time-scales – how to manage the creative process
- Tone of voice guidelines
- An integrated creative experience from offline to online
- Some great websites and emails to get you thinking
The Digital Marketing Toolkit
- Display Advertising – pricing, creative and optimization
- SEO – what is it and how do you do it better?
- Paid Search – what is it and how do you do it better?
- Affiliate Marketing – what is it and how do you do it better?
- Email marketing – acquisition and retention
- Viral Marketing – why it’s hard to get right?
- Online PR – what are the secrets?
- Interactive TV – what can it do for your business?
- Mobile – acquisition and retention…anywhere!
- Other acquisition tools – gaming, blogging, podcasting
Course Location
About Recruitment, Consulting & Training
RCT offers a full package of human developments starting from the recruitment process where we help corporates & individuals to create the best match between them , followed by the consultation process for both individuals in terms of life coaching or career path analysis & corporates in terms of proper customized business consultation . Finally , RCT offers a range of customized training modules that would communicate the right , timely & effective information to each caliber.
In the training arm, RCT offers a full range of business courses customized by different sectors in the market. RCT guarantee that its recruiters, consultants & trainers are the best in the different sectors of the markets in terms of knowledge & field experience. With RCT you will have a full customized service , where examples , rule plays ,cases are completely customized to the aimed sector (FMCG, Retail, Pharmaceutical…etc).
We are committed offer corporates & individuals the most effective service in terms of quality & quantity as well as cost. Our core values concentrated in being transparent & committed with our clients, effective in our services, responsible to our society & all the time customized to the market needs.
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