Managing Digital Marketing

Overview

A strategic approach to digital marketing requires clarity on vision and goals. Presenting an advanced framework for reviewing and improving your current digital strategy, this course explains key decision points to identify new opportunities across the digital mix. The result is a better strategic approach to achieving your organisation's online objectives.

Benefits to you and your organisation

You will have greater confidence to review the options for incorporating digital tools within your marketing strategy and campaign activities. You will learn a tried and tested approach to improving e-marketing within your organisation and will be able to justify your strategic approach.

Businesses can be sure they are adopting and developing a structured approach to exploiting the internet and related digital communications technologies. Employees will gain greater confidence by taking away practical advice that is immediately relevant and useful as well as a clearer strategic focus leading to better overall results.

Who this course is for

This course assumes a working knowledge of digital media. Attendees who will benefit most from this course are marketing managers who have a responsibility for e-marketing and digital communications.

What you will learn

• Review the dynamics and new trends of your marketplace.
• Evaluate the impact of digital on your team, your organisation and your brand.
• Understand how to maximise the principles of new media strategy.
• Define a vision and set goals for your e-marketing strategy.
• Review and select strategic priorities for your company.
• Understand the pros and cons of the range of digital tools.
• Map the appropriate digital tools to achieve marketing objectives.
• Develop a plan to integrate traditional communications with digital communications.
• Identify KPIs and deploy tools to monitor and improve your web marketing.

Course content

• Market place analysis and reacting to key industry trends.
• Evaluating the impact of the new media universe on the marketing funnel.
• Auditing current capabilities: people, process and tools.
• Reviewing principles of new media strategy.
• Goal setting in customer acquisition, conversion, retention and growth.
• Developing an online value proposition.
• Segmentation, targeting and positioning.
• Analysis of benefits of digital media from search marketing to social media.
• Selection of digital media tools and when/how to use them.
• Using digital media in a cohesive plan.
• Web analytics, benchmarking and evaluation of activity.

Learning approach

The instructor takes a modular approach to the day. Each topic area is presented covering good theoretical practice, highlighted with examples, followed by short group exercises. Discussion and debate is encouraged with delegates asked to provide examples from within their own organisations.