Program overview:

Digital marketing is the promotion of products and services using electronic devices such as personal computers, smartphones, cell phones, tablets, and game consoles to engage with stakeholders, Digital marketing uses technological platforms such as websites, e-mail, apps (classic and mobile), and social networks and social media marketing. This course is for anyone who wants to understand the key elements of building an effective digital marketing campaign. Covering best practices and using case studies throughout, the session offers a practical guide to the core techniques in digital marketing. Online tools and reference materials are highlighted throughout, enabling participants to leave with solid hands-on knowledge that they can implement immediately upon return to the office.

For whom:

This is a practical course for anyone involved with the hands-on management of digital channels, or the over-arching digital strategy, such as marketing managers, sales managers, marketing/sales executives, business developers, internet market executives, small business owners and entrepreneurs, and online marketing professionals.

Learning objectives:

At the end of the program, participants will be able to;

■   create and/or improve a program for measuring and improving digital media effectiveness.

■   audit current approaches and identify areas for improving performance

■   search engine optimization (SEO)

■   design pay per click marketing including Google AdWords

■   use social media including Facebook, Twitter, blogging, etc.

■   use partner marketing including affiliate marketing

■   use online advertising including ad networks and behavioral targeting.

■   achieve effective e-mail marketing including deliverability.

■   design effective digital marketing strategy and planning

Day 1: Digital Marketing: An Overview

■   Search Engine Optimization, o On and off-page optimization

o Understanding Search Engine Marketing (SEM)

■   Pay per click, Strategic PPC Campaigns, Market Analysis

o Ads Writing Techniques, Compelling Ads that increase click rate,

■   Ads Preview tools – + 1 button etc.

Day 2: SEM Campaign management using various campaign tools

■   Bid management plan and Performance tracking

■   Set Campaign objectives & goals, o Define performance metrics

■   Monitor PPC activity with Google Analytics

o Social Media Networking

■   Creating Twitter, Facebook, Linked-in & other SMN channels

■   Measuring ROI of Social Media Campaigns

Day 3: Planning and creating a multi-channel Social Media strategy

■   How to choose a relevant social media channel

■   Resource planning: In-house Vs. Outsourcing

o § Email Marketing

■   Setting up email marketing tool

■   Whitelisting, Response handlers, Bounces

o Effective email Content

■   Conversation, relevance, incentives, and timing

■   Rented list emails, Co-branded emails, Event-Triggered e-mail,

o E-Newsletters,

■   Conversion optimization patterns for engaging website visitors

Training Methodology

Lectures, discussions, exercises, case studies, audio-visual aids will be used to reinforce these teachings/learning methods.