Fast Track Online Marketing Course
Fast Track Digital Marketing
For serious marketers, business owners and entreprenuers.
This two-day exclusive training is for professionals looking to build the dream online strategy and assess how they can automate marketing and reduce marketing expenses. This training will give you the comprehensive understanding on the acquisition tools (search, affiliate marketing, display advertising), retention techniques (email, engaging website), and some of the management issues (legal issues, data gathering, integration with off-line activity).
Commonly used jargons in online marketing (RSS feeds, mashups, tag clouds, AJAX, CSS, and more) will also be thoroughly explained to help you work with people, in-house and outside.
Who is the course for?
This course is for offline marketers with at least 2 or more years of practical experience, and people who need to know all the bits and bytes of online marketing, such as business owners, entrepreneurs, and management teams.
How will I benefit?
At the end of the day, you will be equipped with the knowledge and practical guide on how to run an online marketing campaign. You will gain valuable insights into the difference between offline and online marketing, and how you can connect the offline marketing with online marketing for customer acquisition, conversion and retention. Discover the factors that influence your customers such as the design and the way message is composed and delivered to them, and how do they perceive your message and your company.
Most Importantly, discover ways to run and monitor online campaigns using the same budget.
What will I learn?
You will learn why online marketing should be adopted and how it is better than offline marketing. You will also learn how you can use major online channels (search engines, social media, email marketing etc to make an impact on your bottom-line.
Day 1
Setting the Foundation
- What do we mean by Digital Marketing?
- Why integration is important
- Some key terms and definitions
- Who is online?
- How do they use the internet?
- Knowing your customers - external resources
- A few legal considerations
- Knowing your customers - internal data
Planning and Strategy
- What is different about planning online?
- Some planning models to build with
- Budgeting - why it is different in digital marketing
- A few legal considerations
Gathering Data
- Why you need to identify individuals
- What data do you need to gather?
- Click-stream data - you are what you click
Website Design and Usability
- Setting objectives
- Planning your website - functionality, navigation and content
- Customer personas and customer journeys
- Copywriting for the web
- Usability testing - how to make sure things are working
- What’s new - on-demand video, mashups, UGC
Day 2
Tracking and Measurement
- What can you measure and how do you measure
- What does ‘good’ look like - key metrics
- Traffic-driving - advertising, search, email, affiliates and referrals
- Web measurement – what you can track and how you can use it
Testing in Online Marketing
- Why online is a testing paradise
- How do you test?
- What can you test?
Creative Considerations
- What can disrupt the user experience - browsers, firewalls and slow connections
- How is writing for the web different from offline writing?
- Costs, skills and time-scales - how to manage the creative process
- Tone of voice guidelines
- An integrated creative experience from offlineto online
