Digital Marketing Fundamentals

Introduction

• What is Marketing
• Defining Online vs Offline marketing
• Where does digital (online) marketing fit in
• How can digital marketing increase overall value

Following a strategic marketing process

• What is a Marketing Strategy
• Short term vs long term
• Using a strategy model to help with planning
• Assessing your own capabilities
• Gathering and analysing market information
• Assessing your digital landscape
• Defining your audience/s and segments (personas)
• Working towards a content marketing plan
• What tools will you need?

Setting goals and objectives

• How to set measurable goals
• Defining goals in key areas
  • Lead generation and sales
  • Brand awareness and brand value
  • Relationship building
  • Customer service
  • Cost savings
• About conversions and conversion funnels
• Tying goals to measurable outcomes

Your Website and/or mobile app

• Using your website/app as a central hub
• What is the role of your website?
• What factors make a good website?
• Analysing your websites’ current performance
• Setting up goals on your website – conversions
• Using web analytics to help define/refine your audience
• GDPR and privacy considerations
• Costs and resource considerations

Digital Analytics

• What can web analytics tell you
• What analytics options do you have
• Making your analytics data efficient and effective
• Overview of Google Analytics
• Key metrics and measures

Search Engine Marketing (SEM)

• Paid Search vs Organic Search
• Organic Search
  • Advantages, disadvantages and costs
  • How to assess SEO performance
  • What’s involved in SEO
  • SEO basics
• Paid Search
  • Advantages, disadvantages and costs
  • What types of paid campaigns are available
  • How PPC works
  • PPC terms and basics
• Keyword research
• Setting a budget
• Defining a balance between Paid and Organic Search

Email Marketing

• Email marketing principles
• Defining your email goals and success criteria
• Using email marketing platforms
• Building and managing lists and audiences (subscribers)
• GDPR and data protection
• Designing email marketing campaigns
• Delivering email to a plan
• Measuring the effectiveness of your campaigns
• Improving your email marketing performance
• Personalisation and Automation

Social Media Marketing

• Paid vs Organic Social
• Organic Social
  • Advantages, disadvantages and costs
  • An overview of current platforms
  • How to choose a social media platform
  • Content planning for organic social
  • Define an organic social media campaign
  • Measuring organic social media success
• Paid Social
  • Advantages, disadvantages and costs
  • Which platforms offer paid advertising options
  • Define a paid social media campaign
  • Measuring organic social media success
• The balance between paid and organic social
• Setting a budget
• Making a social media campaign plan

Other forms of digital marketing

• Online PR
• Display advertising
• Affiliate marketing

Creating a Digital Action Plan

• Which Tactics will you deploy
• What specific activities have you identified
• Which channels will you use
• Setting a timeline for your plan
• Defining your first campaigns
• Setting your budget and assigning resources
• Assessing your effectiveness against set goals
• Measuring your return on investment (ROI)

Questions and Answers