Digital Marketing Workshop

Course details

A structured introduction to the world of digital marketing reinforcing fundamental marketing principals for effective digital marketing campaigns.

This workshop examines capabilities that digital channels offer to both the marketer and the customer.

Learn how to apply marketing best practices and digital capabilities while staying compliant with the new Personal Data Protection Act (PDPA).

TOPICS

Introduction to Direct Marketing

Direct marketing principals of profiling, segmentation, targeting and tracking and measurements are more relevant in todays marketing context than ever. The speed and reach that digital channels offer means that mistakes are amplified exponentially. Data plays a big part in driving efficiency and managing waste.

Understanding Media and Media Planning Revisited

Paid, owned and earned media : they play different roles. Broadcast vs inpidually targeted media and execution. Mixing and matching is the new skill set that marketers need to acquire.

Responsible Marketing: Consent + Relevance = Attention

Being respectful of customers’ need for privacy and always remembering the need to add value will ensure that your marketing messages will get the attention it needs

PDPA Basics

A quick look at the main obligations of the Personal Data Protection Act and some of the new marketing and communications capabilities they enable.

Digital Marketing Landscape

Understand todays definition of what is digital and what is so special about digital.

• Search
• Display/www
• Email
• Social

Measurements and Analytics

Digital interactions leave footprints – data that can be ‘harvested’, analysed and used to make decisions.

Sustainable Integrated Engagements

Assembling the right digital components to address a customer need, just in time, in the right communication tone with the right message.