Workshop on Digital Marketing Hands-on Master-class

Program overview:

Digital marketing is the art and science of marketing of products or services via digital channels to reach consumers. The key objective is to promote brands through various forms of digital media. Digital marketing extends beyond internet marketing to include channels that do not require the use of the internet. It includes mobile phones (both SMS and MMS), social media marketing, display advertising, search engine marketing, and any other form of digital media. It requires a new approach to marketing and a new understanding of customer behaviour. An integrated digital strategy will give an organization a foundation for all the key online marketing activities.

For whom:

This program is designed for anyone who wants to understand the essential elements of running effective digital marketing campaigns based on a well-planned and integrated digital marketing strategy such as business owners, marketing managers, digital managers, social media professionals, communications professionals, government, and people seeking to advance their career, start-ups and any one relying on the internet to grow their business.

Learning objectives:

At the end of the course, participants will be able to: 

*             choose the right digital marketing approach and add it to your marketing mix;

*             increase website traffic and measure 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;

*             create website content and marketing campaign texts; and

*             use mobile marketing to make the best possible use of a massive trend.

Course Outline

Day 1: Fundamentals of digital marketing

• Traditional vs digital marketing
• Creating a digital marketing framework: how to execute and 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

• 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; how to set a keyword research plan

Day 3: Search engine optimization

• SEO basics, Introduction to search marketing, SEO – setup
• SEO – content, SEO tools, Prominent SEO techniques
• On-page optimization, Off-page optimization, SEO tricks
• SEO results and analysis
• How Google Analytics can be used to track the results of SEO
• 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.

• 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
• Create a PPC campaign, Mobile marketing, Convergence
• Mobile trends, Mobile optimized websites, SMS marketing
• Mobile advertising, SoMoLo, Websites vs. apps, Mobile

strategy and planning

Day 5: Digital Marketing strategy and analytics

• Website analytics, Setup and goals, Audience monitoring
• Traffic sources, Content, Advertising, Conversions
• Analytics workshop, set up and configure Google Analytics,

& interpreting 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

Training Methodology

Lectures, discussions, exercises, case studies, audio-visual aids will be used to reinforce these teachings/learning methods.