Digital Marketing

Course details

Digital marketing has evolved from a peripheral element of organizational marketing to one, which is at the hub of customer-centric communications in an increasingly multi-channel environment.

This digital marketing program will ensure that you are equipped to deal with this shift and make the most of the new business opportunities on offer.

Program Contents

Definition, purpose and scope of digital marketing:

• Understanding the definitions of digital marketing and its impact on business
• 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
• Integration and multi-channel marketing

Social Media Marketing:

• The rise of social
• Key players: Facebook, LinkedIn, YouTube, Twitter and Google
• Successes and pitfalls of social media

Email Marketing:

• Why permission is everything
• Testing email for continuous improvement
• E-newsletters and other email formats

Search Engine Marketing: SEO and PPC defined

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

Optimizing your digital marketing: web analytic, tracking and measurement

• Key metrics for measuring online advertising effectiveness
• Tracking and measuring email, banners, PPC and viral campaign responses

Audience

This program is designed for those who currently work in marketing and want to gain more practical knowledge of digital marketing.

Key Benefits

At program completion, participants will be able to:

Plan and implement marketing campaigns using digital marketing tools, including search, email, 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)

Analyze, track and measure digital marketing campaign response,

Understand the key metrics for measuring online effectiveness

Maximize ROI by integrating online and offline multichannel marketing activity

Know how to build effective and profitable online customer relationships, how to maximize their customer insight through analysis, targeting, profiling and segmentation