Overview

This practical course covers every dimension of modern digital marketing, advertising formats to digital displays and search engine marketing. Topics include how to build a digital marketing strategy and customise it for your audience profile. You will learn how to use digital marketing tools to boost brand popularity, recruit customers and increase revenue.

  • Day 1: Fundamentals of Digital Marketing:
    • Digital marketing tools and channels
    • Digital display and programmatic advertising
    • Keyword research and PPC strategy
  • Day 2: Search Engine Optimisation(SEO)
    • Mobile marketing
    • Digital marketing strategy and planning
    • Website analytics

Who should attend

This is a universal course designed for a wide range of learners. Training is pitched at a level to help you analyse core concepts and execute universal skills.

It is suitable for people who have some advertising and business experience, as well those who are just getting started. It is recommended for all people responsible for making strategic decisions about digital marketing or implementing digital strategies. It is just as relevant to a small business owner as to the CMO of a large corporation.

Learning outcomes

After this course, you will be able to:

  • Choose the right digital advertising approach and adding it to your marketing mix
  • Enhance website traffic and measuring the outcomes of a campaign
  • Choose the most important tracking metrics to focus on
  • Develop pay per click campaigns
  • Figure out how to make website traffic much more targeted
  • Enhance website content and marketing campaign texts
  • Use mobile marketing to make the best possible use of a massive trend

Course outline

Day one

Fundamentals of digital marketing

  • Fundamentals of digital marketing
  • Principles and key concepts
  • Terminology and typical challenges

Digital marketing tools and channels

  • Digital marketing framework
  • How to execute
  • Measuring results
  • SEM, SEO and analytics

Digital display and programmatic advertising

  • Digital display explained
  • Banner advertising
  • Contextual targeting and user interest explained

Keyword research and pay per click (PPC) strategy

  • Competitor research
  • Keyword research concepts
  • Google trends to identify relevant keywords
  • Market research vs market reality

Day two

Search Engine Optimisation (SEO)

  • Art and science behind SEO
  • Tools and content creation
  • On-page and off-page optimisation techniques

Mobile marketing

  • Mobile trends and mobile advertising
  • Mobile marketing campaigns
  • SoMoLo and websites vs. apps

Digital marketing strategy and planning

  • Approach and budgeting
  • Action plans
  • Digital marketing strategy
  • Digital strategic planning

Website analytics

  • Web analytics
  • Identify valuable KPIs and setup goals
  • Monitor your audience, traffic sources and content
  • Ultimate advertising ROI
ISOC trainers

Training staff include

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