Digital Marketing Strategy Training Course

• Business owners
• Product owners
• Small business start-ups
• Independent consultants needing to boost their online profile
• Marketing managers
• Website admins and content specialists
• Anyone wanting a practical handle on social media to make it work for business

• A device to access the internet, preferably a laptop
• Access and login in details to existing social media platforms
• It is necessary that you be comfortable with computers and the internet and have some exposure to social media
• A marketing background would be helpful but not essential

Module 1: Introduction to Marketing 

Focus: Establishing the fundamentals of modern marketing and defining the role of digital within the broader business context.

Key Topics:

• Defining the Field:

  • Defining traditional marketing versus digital marketing.

  • Understanding the crucial shift to 'marketing in a digital world'.

  • The importance of full integration and alignment with overarching business goals.

• Marketing Strategy Fundamentals:

  • Review of core marketing concepts, including the marketing mix (4 Ps, 7 Ps).

  • Setting clear, measurable marketing objectives.

• Digital Context and Opportunity:

  • Exploring the unique advantages and challenges presented by the digital landscape.

  • Identifying foundational digital concepts and terminology.

Learning Outcomes: Upon completion, learners will be able to distinguish between traditional and digital marketing, understand core strategic concepts, and articulate the role of digital channels in achieving business objectives.

Module 2: Importance of the Customer 

Focus: Delving into the psychology of the digital consumer, mapping their journey, and understanding how their behaviour is influenced by the online environment.

Key Topics:

• Key Customer Concepts: Defining terms like personas, customer journey mapping, and micro-moments.

• The Digital Consumer Journey:

  • Mapping the stages of the customer journey (e.g., Awareness, Consideration, Purchase, Retention).

  • Identifying key digital touchpoints and content needs at each stage.

• Influences on Online Behaviour:

  • Understanding psychological factors (e.g., motivation, perception, attitude).

  • Exploring social and external factors (e.g., online communities, social proof, influencer marketing).

• Developing Customer Personas:

  • Practical steps for researching and constructing detailed buyer personas.

  • Using personas to tailor messaging, tone, and channel selection effectively.

• Customer Relationship Management (CRM) Foundation: Introduction to using digital tools to build and maintain long-term customer relationships and foster loyalty.

Learning Outcomes: Learners will be able to map a customer journey, articulate the key influences on online purchasing decisions, and create useful customer personas for targeting and segmentation.

Module 3: Market Research

Focus: Applying research methodologies in the digital domain to gather actionable consumer and competitive insights and intelligence.

Key Topics:

• Digital Research Methodologies:

  • Distinguishing between qualitative and quantitative research methods in a digital context.

  • The role of primary versus secondary research in digital marketing.

• Online Research Tools and Techniques:

  • Using social listening and sentiment analysis to monitor brand perception.

  • Conducting robust competitive analysis using available online tools.

  • Understanding keyword research as a form of demand analysis and consumer query data.

• Surveys and Feedback Mechanisms:

  • Designing effective, accessible online surveys and polls.

  • Implementing online feedback loops (e.g., website forms, review platforms).

• Data Visualisation and Reporting: Techniques for collating, analysing, and presenting research findings clearly and persuasively to stakeholders.

Learning Outcomes: Learners will be able to plan and execute a digital market research project, use online tools to gather competitive intelligence, and effectively synthesise research findings into actionable insights.

Module 4: Strategy

Focus: The capstone module, focusing on formulating the comprehensive digital marketing strategy, supported by data, metrics, and accountability.

Key Topics:

• Conducting the Situation Analysis:

  • Practical application of strategic frameworks (e.g., SWOT, PESTLE) using research data.

  • Defining the overall digital opportunity and threat landscape.

• Data-Driven Decision Making and Accountability:

  • Key Performance Indicators (KPIs): Defining the right KPIs for different marketing objectives (e.g., awareness, conversion, retention).

  • The Measurement Cycle: Learning the iterative process of measure, analyse, and optimise.

  • Overview of first-party, second-party, and third-party data collection and use.

• Crafting the Digital Marketing Strategy:

  • Identifying the key building blocks of an effective strategy (People, Process, Technology).

  • Developing a clear digital value proposition (DVP).

  • Finalising the strategic plan and budgeting.

• Data Integrity and Privacy:

  • Ensuring the strategy is compliant with regulations (e.g., GDPR, ethical considerations).

Learning Outcomes: Learners will be able to conduct a complete situation analysis, select appropriate data metrics (KPIs), and formulate a comprehensive, data-driven digital marketing strategy document.

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