Fundamentals of Digital Marketing
- 2 May - 26 July, 2024
- HRDA subsidized*
- 14 Hours Duration
- Distance Learning
The Trainer: Mike Berry
Mike is an internationally-recognized marketing lecturer and consultant, specializing in Digital Marketing. Over a 25+ year business and academic career, he has held senior roles at top global advertising agencies and worked with some of the world’s most recognizable brands from British Airways and Ford to JP Morgan and GSK. He is a Visiting Lecturer at Imperial College Business School and Adjunct Professor at Hult International Business School London (UG and PG). He has written three books and runs his own consultancy, Mike Berry Associates.
For more information or to sign up for the Fundamentals of Digital Marketing course, please click here.
Seminar Overview
Digital marketing is changing fast. Staying ahead of the game is essential for any business. This intensive two-day course introduces the concepts and skills you need to make your brand stand out. Tailored for professionals in a range of roles, it gives a full overview of the available tools, how to create an integrated digital marketing campaign and how to measure its success in a rapidly transforming landscape.
You will learn to:
- Develop and execute a strategic digital marketing plan
- Demystify digital jargon
- Explain how search engines work and use keywords and other tools for search engine optimization
- Use Pay-Per-Click advertising to boost sales
- Improve landing page conversion rates
- Use Social Media channels and email marketing with a strategic approach
- Apply the principles of usability and user experience (UX)
- Use web analytics and metrics for making better business decisions
- Understand the online display advertising ecosystem
- Understand the emerging digital technologies: Articifial Intelligence, Augmented Reality, Virtual Reality and the Internet of Things
- Recognize when and how to protect data and privacy
Designed For
- Marketers and business professionals from Social Media Managers to early career marketers
- Sales Managers, Head of Corporate Communications, Brand Managers, Marketing Agency Managers.
- Founders / Entrepreneurs, CEOs, General Managers
Seminar Outline
Introduction: The Digital Marketing landscape
- What does digital marketing look like now, and where is it going?
- What are the opportunities, and how can your company take a strategic approach to planning its next campaign?
1. Search Engine Marketing
- The workings of search engines and how to optimize them to make your product stand out in a crowded marketplace.
- Pay-per-click (PPC) advertising, a tool that can give your brand a global profile and rapidly boost your sales. How to optimize your online ad campaigns for maximum return on investment.
- Landing page conversion rates. What happens after someone clicks on your company’s link? How to optimize the information and messaging on your website to convert clicks into sales.
2. Social Media Marketing
- The Big Five: Facebook, Instagram, Twitter, LinkedIn, YouTube. What do they offer? How can you use them strategically? What about messaging apps?
- Social listening and sentiment analysis
- A strategic approach to social media
3. Email Marketing
- How does email marketing work today, where is it best used, and how can you improve your open and click-through rates?
- Design tips and pitfalls
- Email marketing in the mobile age
4. Usability and UX
- An introduction to user experience (UX): seeing things through a potential customer’s eyes to optimize their experience and guarantee sales.
- Creating information architecture that delivers
- The importance of user testing
5. Web Analytics and Metrics
- How web analytics and metrics can guide decisions and tailor campaigns to work best for your business.
- On-site analytics, the analytics dashboard, conversion funnels and conversion rate optimization.
- What to test and how to test?
6. Online Display Advertising
- Understanding the online display advertising ecosystem, media agencies, publishers and ad networks
- Creative considerations
- Programmatic advertising
7. Who’s Doing What?
- Top digital marketing case studies from around the world
- What can we learn? Would they work here? Everywhere?
7. What's New? What's Next?
- How emerging technologies such as Artificial Intelligence, Augmented Reality, Virtual Reality and the Internet of Things are changing the digital marketing landscape.
- The future of digital marketing
- Data and Privacy