Digital Marketing Principles

Overview

Every marketer needs to know how to implement campaigns using a range of digital marketing tools and techniques. This practical course will equip you with the knowledge to plan and run effective digital communications campaigns using all the key digital channels.

You will learn how to:

• Acquire new customers using search, online advertising and social channels
• Increase engagement through your website, social and content channels
• Build stronger relationships through email marketing
• Develop a test & learn approach and how to evaluate campaign performance

A case study will be used throughout the day to allow you to put the theory into practice.

Who should attend?

This course is designed for people who want to get a better understanding of the key digital marketing tools and techniques with a view to improving their digital marketing activities as well as measuring their effectiveness. It’s especially useful to people either new to digital marketing (or certain aspects thereof) and/or those wanting to confirm they’ve got the fundamentals right. Suitable for those working in B2C and B2B marketing.

Learning outcomes

• How to implement the key digital marketing tools and techniques
• Develop an engaging web site and content plan
• Learn how to optimise your site to increase engagement
• Use keywords to build into your search and content strategy
• How to increase traffic using display & social media ads
• Learn how to reach a wider audience by influencing key influencers
• Which social channels are right for your target audience
• Maximise social media engagement and reach
• When to develop a mobile app/create mobile enabled web content
• Learn the key principles of effective email marketing
• Tools and techniques for measuring digital campaigns
• Use a case study to apply the skills and techniques