Duration: 1 MONTH

Online: training

Reference: ALL2021725

Right for you

Businesses are feeling the pressure to elevate marketing efforts and cut through the noise. This programme is designed for: 

• Experienced traditional marketers who come from corporate communications or non-digital backgrounds, seeking to round-out their          marketing mindset by learning the latest digital methods and gaining a big picture perspective.

•Non-marketing leaders who seek a holistic view of the latest marketing trends and strategies for building customer loyalty as a pathway    to growth.

•Early-career marketers who are digital natives and may have experience with some components of the marketing mix but seek to build        broader capabilities for their career growth.

•Professionals from a non-marketing field making a horizontal move into marketing, such as product development, human resources, operations, finance and customer service.

Module 1:

Introduction to social media, internet marketing

Interpret digital marketing trends.

Social media marketing: listening and creating content

Tune into the social media listening-response loop to gather insights, identify trends and build a social listening strategy.

Module 2:

Content marketing

Understand what content marketing is (and isn’t), how to build a strategy and what metrics define its success. Case study: LEGO: Building customer communities through technology.

Module 3:

Organic search marketing and search engine optimisation (SEO)

Explore how search engines work and what elements make for a good SEO strategy. Case study: Online marketing at Big Skinny, a marketing tech firm.

Module 4:

Paid search marketing and selling on marketplaces

Deconstruct paid search, how it works, and which strategies convert best on AdWords and Amazon Marketplace.

Module 5:

Digital marketing in B2B environments

Analyse how digital marketing is affecting client relation-ships and explore different selling strategies in the B2B environment.

Module 6:

Mobile app marketing: native and social advertising

Revise your mindset to think about apps not ads and discover what metrics to measure.

Module 7:

Social media: sharing content and building advocacy

Understand the power of social sharing, creating influencers and fostering social media advocacy – even in B2B environments. Case study: social strategy at Cisco Systems and the Cisco Learning Network.

Module 8:

Personalisation marketing and digital loyalty programmes

Module 9:

Appreciate the payoff for personalising digital content and learn how to integrate wallets, apps and payments into one cohesive loyalty strategy. Case study: Starbucks’ Loyalty Reigns.

Module 10:

Omnichannel marketing: combining digital with physical-local

Learn why location is the new currency of marketing and how an omnichannel marketing strategy will put you ahead of your competition. Case study: Showrooming at Best Buy.

Module 11:

Omnichannel: strategy for seamless convergence

Learn about the touchpoints that make up a customer journey in an omnichannel approach to inform your own unified marketing strategy.

What you learn

•New digital consumer behaviour and how marketing looks different in the social-digital age.

•The importance of content marketing and the metrics used for its measurement.

•Search Engines and how they are central to digital marketing success.

•Strategies that convert best on Google AdWords.

•Leverage social networks for mobile advertising.

•Build advocacy across social networks.

•Integrate wallets, apps and payments into one cohesive loyalty strategy.

•Location-based mobile marketing and how it fits into an omnichannel approach.

•Strategy involved in creating the omnichannel customer journey.

•Effect of digitisation on B2B selling techniques.

•How to use the 3C Framework, as well as which success metrics to track across different marketing activities.

•How to deliver an omnichannel strategy to deliver higher customer loyalty rates – and put you ahead of your competition.

Certificate

Upon successful completion of the programme, you'll earn a digital certificate of completion

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UNITED KINGDOM: TELEPHONE + 44 7428099045 / + 44 7859742117