Introduction to Digital Marketing

Overview

Every marketer needs to understand how to exploit digital marketing tools and techniques in order to improve their customer value proposition and overall competitiveness. That means designing an accessible, usable and value adding website and using a range of interrelated digital marketing facilities to drive traffic, conversion, engagement and referrals. 

Benefits to you and your organisation

You will develop a better understanding of the alternative digital marketing tools and techniques available as well as their appropriate use and measurement. You will develop a more strategic and professional approach to your digital marketing endeavours with a view to optimising your customers' interactive experience.

A better understanding of both established digital marketing tools and techniques (website, email...) and newer ones (blogs/microblogs, social networks, podcasts, wikis...), coupled with an insight into best practice application, should ensure your organisation is in a position to deliver a better customer experience and ultimately return on investment.

Who this course is for

This workshop is designed for people/organisations who want to get a better understanding of the key digital marketing tools and techniques with a view to improving their digital marketing. 

What you will learn

• Define 'digital marketing' explicitly and why you should invest in it.
• Create an integrated 'Web 2.0 Digital Marketing Plan'.
• Understand the different needs, wants and desires of different audiences using research.
• Develop clear and measurable objectives.
• Design and implement a best practice website.
• Get found on the web using search engine optimisation.
• Build credibility using tools such as blogs, online PR, social media and networks.
• Select the most appropriate digital marketing tool based on your objectives.
• Design, develop and deliver your digital marketing proposition.
• Develop a 'permission based' approach to building relationships.
• Use web analytics and metrics to evaluate effectiveness.
• Do all of the above within the impinging legal/regulatory environment.

Course content

• Definition of 'Digital marketing' including brief history and timeline.
• Some key digital marketing opportunities and challenges.
• The characteristics of successful digital brands including NFP.
• Review of the key tools and techniques.
• Building your digital marketing profile (30+ tools and techniques).
• Developing an integrated digital marketing plan.
• Acquisition and relationship strategies within current regulatory environment.
• Digital metrics and analytics to help you improve your digital marketing efficiency, effectiveness and ROI.
  

Learning approach

A mixture of slides, exercises, demos, discussion and various YouTube videos, coupled with hands-on activities.