Digital Media And Marketing Strategy Course

INTRODUCTION

The proliferation of digital technology gives businesses a diverse new set of tools to reach, engage, monitor, and respond to consumers to an unprecedented degree. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following the Digital Marketing Channels: The Landscape, this course aims to give you a deeper understanding of core processes of planning a digital marketing campaign and the role of various digital channels in integrated marketing communication.

WHO SHOULD ATTEND

Whether you’re an online brand ambassador, in charge of an organization’s online visibility/strategies, a student, a social media marketer, a blogger, a professional in the industry, running an online business or a business owner looking to compete in the digital age, this course will provide you with well-rounded, up-to-date knowledge and skills.

DURATION

5 Days

Course Level: Intermediate

COURSE OBJECTIVE

Upon completion of this training course, participants should be able to:

• Identify your audience and reach an unlimited number of prospective clients/audience using different tools and technique.
• Get more value from your online campaigns.
• Work with S.M.A.R.T. social media goals to achieve successful online campaigns.
• Work cooperatively within an online community by observing and listening critically with openness, then act ethically and follow through on commitments when communicating with varied audiences and build positive reputation within the community.
• Explain how to develop effective online marketing strategies for various types of industries and businesses.
• Identify setup and use the major social media and online marketing portals that can be used to promote a company, brand, product, service or person.
• Evaluate a company’s current situation, isolate online issues and provide solutions by identifying appropriate social media and online marketing portals to influence consumer and improve the company’s reputation.
• Put together a social media and online marketing plan and track progress in achieving goals with a variety of measurement tools, services, and metrics.

TOPICS TO BE COVERED

Module 1

Digital Strategy Fundamentals

Core Digital Marketing Strategy Components

Strategy Purpose

Strategy for plan communication

Digital Marketing and Digital Media

Resource Mapping

Budget Planning

ROI and Success Metrics

 

Module 2

Digital Strategy Research

Key Research Activities

Research Mapping

Strong Research vs. Potentially False Reports

Owned, Accessed and Desk Research

Audit Factors

Audience and Competitor Research

Social Listening Study

Creative vs. Media Brief

 

Module 3

Executing a Digital Marketing Strategy

Strategy Objectives

Optimize Channel and Budget Mix

Media Planning for Paid Channels

Key Campaign Components

 

Module 4

Setting Strategy Objectives and KPIs

Common Business Objectives and Campaign Expectations

Identify and Distinguish KPIs

Past Performance and Industry Benchmarks for Forecasting

Regular Performance Reviews

 

Module 5

Developing a Creative Strategy

Key Creative Strategy Ingredients

Maximize and Repurpose Creative Output

Content Strategy Elements

Creative Format Specifications

Communicating a Digital Marketing Strategy

• Stakeholder Communication Tools
• Digital Marketing Strategy Best Practice