Digital Marketing

Your essential toolkit to competing and winning in this ever-changing digital world.

Overview

Digital is the most powerful weapon in a marketer’s toolkit and is a critical component for the success of any business.

Digital marketing requires a fundamental shift in the way that we think about our consumers and how we create strong and lasting relationships with them. The digital advantage enables us to generate a much richer, and in many cases real-time, understanding of our consumers and then turn that understanding into tangible insights that we can use to genuinely attract and add value to their lives.

So, this Digital Marketing programme is your essential toolkit to competing and winning in this ever-changing world. We will cover areas at each stage of the customer lifecycle and ensure you have a firm grounding of each stage of the digital marketing process from strategy to execution. At the end of our programme you would have developed the skills, knowledge, tools and techniques you need to take your business to the next level.

12
Modules

Comprising of the latest digital skills,

tools and techniques

70+ Hours of content

Taken at your own time and pace to work

around your schedule

20+
Practical case studies

from leading practitioners, to learn exactly how they were able to apply digital marketing in their businesses

Key components of the programme:

1 Awareness

Grab someone’s attention using digital marketing techniques such as Content Marketing, Social Media Marketing, Mobile Marketing and Search Engine Optimisation.

2 Evaluation

Making the purchase decision easy and simple for the consumer using your Digital Brand, Influencer Marketing and Paid Advertising

3 Purchase

Make the purchase journey as easy as possible using techniques such as E-Commerce and M-Commerce and Selling through Voice Technology

4 Ongoing engagement

Forming relationships with your consumers by developing Customer Loyalty

Topics

Developing a digital marketing strategy

Key Topics

Fundamentals of digital marketing
Developing a digital marketing strategy
Digital marketing channels and content creation
Integration of digital marketing; online and offline
Holistic measurement and the digital customer journey

Developing and growing a brand digitally

Key Topics

Role of a brand in digital communications
Creating a digital brand
Determining brand success online
Growing a brand online

Creating an e-commerce strategy to market and sell online

Key Topics

Why develop an e-commerce strategy?
Stages of developing an e-commerce approach
Different types of e-commerce
E-commerce platforms
Role of CRM and customer engagement

Building a search engine optimisation strategy

Key Topics

What is Search Engine Optimisation and what is it’s purpose?
Key components of SEO
Ranking factors
Developing an SEO campaign
Measuring an SEO campaign

Creating digital marketing content

Key Topics

Developing a digital content strategy
Created well-define digital content
Types of digital content
Content for social media
Generating content in a scalable way

Marketing through voice technology

Key Topics
Emergence of voice technology in marketing
Voice-activated devices
Considerations of voice technology
Uses of voice technology in marketing
Implications for marketers

Developing a paid advertising and paid social campaign

Key Topics

What is paid advertising and paid social?
Different types of paid search
Determining paid social
LinkedIn advertising overview
Landing page optimisation

Becoming an influencer marketer

Key Topics

The evolution of influencer marketing
Types of influencers and their value
Getting set-up as an influencer and generating followers
Creating an influencer marketing strategy
Issues to be aware of and the rules for influencers

How to generate customer loyalty digitally

Key Topics

What is customer loyalty?
How to earn customer loyalty?
Creating a digital customer loyalty strategy
Measuring a customer loyalty approach
The death of customer loyalty