DIGITAL MARKETING

THE DIGITAL WORLD – THE CONNECTED WORLD

• The development of the digital marketplace
• How to develop a digital marketing plan using the SOSTAC planning framework
• The benefits and the risks of digital marketing
• The five basic digital marketing objectives
• Different approaches to achieve objectives
• Examples of digital marketing tactics, actions and control

THE MARKETING MIX REMIXED

• The elements of the online marketing mix
• How the online environment impacts each marketing mix
• Assessing the potential of offering a product online
• Pricing in a digital context
• The opportunities and challenges for online distribution.
• Why online service tends to be a delicate balance of automation and people
• The various components that give ‘evidence’ to customers online
• The importance of the 8th P; Partnerships in an online context

E-MODELS

• How social media is bringing about change to existing models
• The various revenue models available online
• The roles of different intermediaries in influencing online sales
• Approaches for reconciling media spend to digital channels
• How different digital channels can be used for communicating with potential target audiences
• Changes to buying models and the implications
• The reasons for the increase in social media as a marketing tool
• How social media has changed business models

E-CUSTOMERS

• Online customers and how their buying behaviour differs from traditional customers
• The functionality that customers want online
• How digital marketers can access consumers online
• How visitors process information in the online buying process
• The interaction between information processing models and website design
• Examples of how to support the online buying process using traditional media channels
• Online relationship marketing techniques
• How to make recommendations concerning the fostering of loyalty
• The role of community and loyalty
• Online research methods and web metrics

SOCIAL MEDIA MARKETING

• The potential of social media in marketing
• The components of a social media strategy
• How to create a strategy and plan to manage social media marketing
• How to set goals and measure success of social media campaigns
• The relevance of social media to business
• The options for listening to customers online
• Defining methods for engaging online customers
• How can social media be integrated into a communications strategy

DESIGNING DIGITAL EXPERIENCES

• The main objectives of effective website design
• How to review site effectiveness when designing and enhancing websites
• Best practice rules and mistakes to avoid when designing websites
• Options for added value through dynamic facilities
• Developing and justifying an online value proposition
• Identifying and understanding the different aspects of aesthetic design
• Translating customer needs into website design
• The fundamental principles of copywriting for websites
• Best practices for navigation, structure and interaction
• Design considerations for mobile or responsive websites

TRAFFIC BUILDING

• Understanding the range of options and tools for traffic building
• Examples of how to build traffic and relationships by making use of opt-in email or RSS feeds
• Internal and external link building
• How to develop a plan for traffic building using different online tools
• How to achieve positive representation on third-party sites
• How to improve organic listing in search engines with Search Engine Optimisation (SEO)
• SEO tools
• How to improve paid ad listings in search engines
• How to effectively use PPC tools
• Understanding what contributes to successful online display ad campaigns
• The importance of testing for more engaging paid media placements
• Managing your online reputation across all platforms
• Link building, affiliate marketing and online sponsorship to exploit the network effect of the internet

E-CRM

• The basic CRM principles for online
• The requirements for planning when automating marketing communication
• Options to support customer lifecycle communication with a database
• The principles of database marketing
• The concept of profiling and how to approach profiling
• What is permission marketing
• How to create, maintain and grow a database
• Control mechanisms for your online CRM strategy
• The concept of data mining
• The approaches to database cleaning
• The steps to deliver excellent CRM

MANAGING DIGITAL MARKETING

• The key issues when managing digital marketing
• How to review the digital marketing capabilities of an organisation
• How to create a full digital media strategy
• How to manage change
• How to review opportunities from digital technologies and integrate them into the organisation
• The impact of social media marketing on internal company activities
• How to use a range of different criteria to evaluate digital marketing capability
• Setting budgets for digital marketing
• How to approach companies to invest in digital media
• How to assess alternative digital agencies
• How can AB and multi-variable testing strategies improve digital performance.
• Cost effective automated digital marketing techniques and how to implement them
• Assessing and improving data quality
• Identifying techniques to minimise the impact of security threats

E-PLANNING

• How to outline an integrated digital marketing plan
• How to conduct a situation analysis for a company’s digital environment
• Developing realistic, SMART, digital marketing objectives
• The difference between strategy and tactics
• How to design a digital marketing strategy and budget
• How to develop appropriate digital marketing tactics to deliver the digital plan
• Selecting appropriate digital marketing channels to support tactics
• Web analytics and management dashboards
• How to monitor the success of the digital marketing strategy
• The components of digital marketing reports

ONLINE REPUTATION MANAGEMENT

• How to identify customers and markets
• Market segmentation, targeting, differentiation and positioning
• Marketing mix and the role of branding in the context of digital marketing
• Compilation of a basic digital marketing plan including a situational analysis, a SWOT analysis and measurable objectives

ONLINE METRICS

• The importance of measuring return on investment (ROI)
• Identifying the steps involved in measuring online ROI
• ROI metrics and the types of data one could include
• Google Analytics as a tool in measuring ROI