Mastering Digital Marketing Strategy

Course Introduction

In just a few short years, the internet, and more recently still, Social Media, has changed the world. There are very few aspects of modern life that have not been changed forever by internet technologies. 'Bricks and Mortar' businesses are being replaced by 'Clicks and Mortar' at an astonishing rate. Just ten years ago, it was commonplace to see surveys of consumers saying they would not shop online as they did not trust it. No more. The rush to online shopping was well advanced in 2019, the Coronavirus pandemic and the 'locking-down' of retail and other businesses drove all purchasers online, and, at the time of writing, they show no need to move back.

Increasingly, customer engagement is also virtual; 'Likes', 'Follows', and Re-tweets have become the new commercial currency. With many once-proud brands now reduced to commodity status by peer-review and price comparison websites, the art and practice of marketing, that most social of all business practices, has also moved into the virtual realm.

This training course addresses these issues and will enable attendees to construct a fully worked-out Digital Marketing Strategy and Plan that can be executed as follows:

• Concepts in Strategy
• Techniques in Marketing
• Establishing a brand presence online
• Generate and match content to digital platforms and customer types
• Understand Video Marketing
• How to tell ‘digital stories’ that engage customers

Objectives

This training course will give the delegates a full background into marketing strategy, both historically and in the online world.

The participants will be able to:

• Understand how to create and develop a Marketing Strategy
• Learn how to develop a Brand 'voice' online
• Understand content generation to support goals
• Create a fully executable and costed Digital Marketing Plan for immediate execution
• Learn how to craft and create specific offerings to resonate with key customer persona types online
• Learn how to be digitally relevant to customers

Training Methodology

This training course draws upon several different and varied inputs to ensure maximum learning. It will comprise a lecture, exercise, workshop work, peer-review exercises, video presentations, case studies and facilitated discussions. We will review several 'live' cases to show how best-practice practitioners are currently building their brands online.

In each case, the delegates will be asked to review the online and social presence of some of the leading exponents and critique them. They can compare their current online branding with that of competitors and critique it all through the lens of engaging with their chosen persona types.

Professional Impact

Becoming an expert on Digital Marketing can significantly contribute to someone's career prospects.

The participants will:

• Understand Strategy and Planning
• Understand how to build successful brands
• Learn proven techniques for marketing successfully online
• Have transferable skills that can apply throughout their careers
• Learn how to use keywords, hashtags and proven, ethical Search Engine Optimalisation strategies

Target Audience

This training course gets to the very heart of what modern business is all about. Anyone in the service or product industries can benefit from improving their digital marketing; however, the course may be of particular relevance to:

• Brand Managers
• Marketing Managers
• Marketing Executives
• Sales Agents
• Business Development Professionals
• Creatives and Advertising executives
• Customer Experience executives
• Customer Service Agents
• Investment Professionals/Venture Capitalists

Daily Topics

DAY ONE: Strategic Marketing ‘101’

• Strategic Management
• Product Positioning
• Situational Analyses
• The Concepts of Marketing
• Market and Customer Segmentation
• Proposition Building

DAY TWO: SOCIAL MEDIA MARKETING

• Choosing the right platforms for the right customer personas
• Finding your Online ‘Voice’
• Developing Data-Driven Audience and Campaign Insights 
• Campaign Creation Strategies
• Customer Engagement Techniques
• Integrating your core messages across multi-platforms

DAY THREE: CONTENT MARKETING

• What is ‘Content Marketing’?
• Creating relevant and compelling content
• How to develop a content marketing plan?
• Generating Relevant Content Concepts: How to create content?
• Metrics and measurements for Content Marketing: Did it all work?

DAY FOUR: OPTIMISING YOUR WEBSITE

• Web Page Design
• Creating Compelling Copy
• Search Engine Optimisation (SEO)
• Success Metrics
• Supporting the Brand with Creative Insights

DAY FIVE: Creating your Digital Marketing Strategy

• Best Practices in Digital Marketing Strategy
• Researching your Digital Strategy
• Metrics and KPIs for your Digital Strategy
• Putting your Digital Marketing Strategy together
• Getting the Message Out: How to communicate your Digital Marketing Strategy?

For registration & more information please contact

NAYEL Training Centre 

T: +971 4 379 7245 | M: +971 50 249 6876 WhatsApp +971 50 249 6876

Email [email protected]