Digital Marketing

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Module

Length

Takeaway / Content Summary

1

The Digital Technology Landscape

1H:00M

  • Paid / Owned / Earned / Leased Media
  • Digital marketing trends: B2B, B2C

2

Brand Web Sites

1H:00M

  • The role of brand web sites within marketing strategy
  • Branded content
  • Search Engine Optimization
  • Digital Asset Management
  • The site development process: best practices for working with agency partners

3.

Social Marketing

1H:00M

  • Email and SMS
  • Major social marketing platforms
    • Facebook, Twitter, YouTube, etc.
    • Global social platforms
  • Community management
  • Maximizing engagement

4.

Digital Advertising

1H:00M

  • Search Advertising
  • Display Advertising
  • Mobile Advertising
  • Social advertising
  • Best practices for working with agency partners

5.

Leveraging Digital for Customer Insight

1H:00M

  • Establishing objectives and hypotheses
  • Platforms for social listening
  • Best practices: test and learn methodologies

6.

Measuring Digital Campaign Effectiveness

1H:00M

  • What can and should be measured
    • Paid
    • Owned
    • Earned
    • Leased

Day Two

1.

The Digital Technology Landscape

1H:00M

  • Paid / Owned / Earned / Leased Media
  • Digital marketing trends: B2B, B2C

2.

The Digital Decision Journey

1H:00M

  • Digital impact on the consumer / customer decision-making process

3.

Brand Marketing in a Digital World

1H:00M

  • Digital channels and platforms
  • Compare / contrast / integrate  with traditional

4.

Digital Strategy

1H:00M

  • Digital Strategy components
  • Good practices in digital integration

5.

Marketing Automation and CRM

1H:00M

  • Building and Nurturing Consumer / Customer Relationships
  • Lead Generation and Acquisition
  • Nurture and Retention Strategies

6.

Maximizing Success: Digital Measurement

1H:00M

  • Brand Metrics for digital channels
  • Defining Key Performance Indicators

 

Instructors