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
  • Day 2: Keyword Research and Strategy
  • Day 3: Search Engine Optimisation
  • Day 4: Pay Per Click (PPC) and Mobile Marketing
  • Day 5: Digital Marketing Strategy and 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 1: Fundamentals of digital marketing

This module is dedicated to acquainting yourself with the basics of digital marketing. These include the key concepts, the principles and the tools/channels commonly utilised. You will also learn about the terminology, the most typical challenges and the digital display campaign process.

Key concepts

  • Traditional vs digital marketing
  • Marketing message consumption
  • Digital research for projects

Digital marketing tools and channels

  • Creating a digital marketing framework: which tools, how to execute and how to measure results
  • Digital tools and channels – SEM, SEO and measuring tools such as Google Analytics
  • Strategies on choosing the right channel and tools based on your goals

Digital display and programmatic advertising

  • Digital Display and Banner Advertising explained
  • Targeting: contextual targeting and user interest explained – deciding who sees which banners
  • Formats – sizes and formats of banners to give most effective results

Digital marketing campaign creation

  • Digital campaign process: using keyword research tools in planning
  • Hands-on approach: how to create a campaign
  • Remarketing: using banners to follow users who have shown interest

Day 2: keyword research and strategy

This module covers the essential concepts and practicalities of keyword research. When it comes to targeting, keyword research is a paramount concept to master. You will learn how to use keywords to connect with the right crowd and make the most of the campaign.

Digital display workshop

  • Banners: sizes and formats
  • Website placement
  • How to create a compelling Call to Action
  • How to measure ROI

Keyword research

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

Keyword tools and applications

  • Keyword research tools
  • Keyword research for business
  • Location and language targeting

Keyword practical workshop

  • Create a keyword research plan.

Day 3: Search engine optimisation

This module covers the art and science of search engine optimisation (SEO). Topics include tools, content creation, on-page and off-page optimisation techniques and results analysis.

SEO basics

  • Introduction to search marketing
  • SEO – setup
  • SEO – content
  • SEO tools

Prominent SEO techniques

  • On-page optimisation
  • Off-page optimisation
  • SEO tricks

SEO results and analysis

  • How Google Analytics can be used to track the results of SEO

Case study and workshop

  • Hands on exercise from research to implementation of SEO tricks
  • Key dos and don’ts for effective SEO

Day 4: Pay Per Click (PPC) and mobile marketing

This module covers what it takes to set up the perfect PPC campaign, how to select display networks and track results, and optimising for mobile devices.

Pay per click advertising

  • Concepts
  • Tools
  • Setup
  • PPC advertising – search
  • PPC advertising – display networks
  • PPC advertising – video

Ad creation and campaign management

  • Best Ads creation
  • Campaign management
  • Campaign results

Pay per click workshop

  • Create a PPC campaign.

Mobile marketing

  • Convergence
  • Mobile trends
  • Mobile optimised websites
  • SMS marketing
  • Mobile advertising
  • SoMoLo
  • Websites vs. apps
  • Mobile strategy and planning

Day 5: Digital Marketing strategy and analytics

This module covers digital marketing strategy include how to use website analytics to measure results and inform strategic planning.

Website analytics

Setup and goals

  • Audience monitoring
  • Traffic sources
  • Content
  • Advertising
  • Conversions

Analytics workshop

  • Set up and configure Google Analytics
  • How to interpret the data

Digital marketing strategy and planning

  • Approach and budgeting
  • Audience
  • Activities
  • Tools and objectives
  • Action plans
  • Evaluation strategies

Digital marketing case studies

  • Case studies of successful campaigns, and how they stand out\
  • How user generated content drives brands
  • Best storytelling campaigns seen
  • Combining different channels for mass effect
  • Using humour to get attention
ISOC trainers

Training staff include