Mastering Digital Marketing: SEM, SEO, Social Media and Beyond

• How does the new digital consumer behave and how does marketing look different in the social-digital age?

• What is content marketing and why is it so important?

• What metrics tell us when content marketing is working?

• How do search engines work and why is search so central to digital marketing success?

• Which strategies convert best on AdWords and Amazon Marketplace?

• How do we leverage social networks for mobile advertising?

• How do we build advocacy across social networks?

• How can we integrate wallets, apps and payments into one cohesive loyalty strategy?

• What is location-based mobile marketing and how does it fit into an omnichannel approach?

• What is the omnichannel customer journey – what are the touchpoints and how does it convert into a strategy?

Module 1 | Introduction to social media, internet marketing and the 3C Framework
Learn digital marketing trends and see examples of the 3C Framework in action.

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 | Mobile app marketing: native and social advertising
Revise your mindset to think about apps not ads and discover what metrics to measure.

Module 6 | 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 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 programs
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 9 | Omnichannel marketing: combining digital with physical-local
Learn how location is the new currency of marketing and why an omnichannel marketing strategy will put you ahead of your competition. Case study: Showrooming at Best Buy.

Module 10 | 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.