Digital Marketing 101


Digital Marketing 101
Event on 2017-08-10 09:30:00
Why should you take this course? Launch an effective digital marketing campaign      by having a clear grasp of company’s goals, relevant growth metrics and      brand voice. Learn how to make data-driven decisions by      utilizing analytics. Learn how to develop effective retention      mechanisms to maximise the lifetime of your customers. Leverage your product for growth by optimising      user experience and conversion rates. What skills should you expect upon completion of course? To generate digital marketing campaigns by utilizing      business goals and brand voice. To utilize Google Analytics in order to      analyze performance data. To create, target, launch, and track user      acquisition campaigns across organic and paid channels. To develop and set up retention mechanics      through email marketing and community building. Requirements: Individuals who want to be able to effectively      use high-impact marketing strategies. No programming experience is necessary for      this course. Curriculum: a) Introduction to Marketing Planning and Branding During this session, students will learn about different components of a brand they need to take into consideration and create their own brand brief. They will also create a high level marketing plan including estimated budget allocation. b) Marketing Analytics In this session, students will gain an overview of different analytics tools and techniques to understand the vast range of data they can collect. c) Excel, Statistics and Data Visualization During this session, students will be introduced to basic statistical concepts such as causations and correlations and learn how to conduct regression and cohort analyses in Excel. They will also learn commonly used shortcuts to accelerate their analysis and techniques to display and communicate their findings in a visually appealing and easy to understand way. d) Segmentation, Targeting, Tracking, Experimentation This session will cover statistical approaches and analytical tools to segment customers and set up highly targeted campaigns. In a next step, we will dive deeper into tracking tools and methods to set up attribution models that track customer behaviour across several touchpoints with the brand before they convert. e) Growth Hacking 101 Students will learn about the stages of the growth hacking funnel (Acquisition – Activation – Retention – Referral – Revenue) as well as the experimentation process (brainstorm, hypothesize, run the experiment, analyse, systemize or kill), with a focus on how to run Minimum Viable Experiments with the help of tools like landing pages, A/B tests, etc. f) Search Engine Optimisation This session will focus on how search engines work, the anatomy of a search engine result page and the difference between SEO and PPC. Students will then learn how to do keyword research, develop a keyword strategy and be introduced to different on-page and off-page optimization techniques and best practices. g) Developing a Content Strategy, Presenting and Storytelling Students will learn how to write a compelling, to-the point narrative for different relevant audiences. They will also be required to develop an integrated cross-channel content strategy and present both to their peers. h) Affiliate Marketing/Partnerships During this session, we will explore affiliate marketing best practices and different ways to set up and run a successful affiliate program (e.g. developed in-house, 3rd party solutions, etc). i) Social Media & Influencer Marketing This session will introduce different social media channels, their characteristics and best practices of using them. j) Search Engine Marketing (Paid – Search and Display) During this session, students will learn how to set up and optimize paid search campaigns with Google Adwords. k) PPC Advertising (social networks & direct placements) Students will learn how to set up PPC ads with focus on exact targeting, design and copy best practices. We will also explore how to do performance tracking and campaign optimisation. l) Public Relations During this session, students will learn how to identify and approach suitable journalists and how to prepare a persuasive press kit to send to them. m) User Acquisition Recap During this session, students will develop a 3 month digital marketing plan for one of the startups from the Digital Jam. They will decide which channels are most relevant and how to integrate them with each other to achieve max. results. n) Lean UX Students will learn how to develop customer personas, do user journey mapping and conduct usability tests. o) Onboarding Students will learn about different onboarding strategies and best practices of how to create a frictionless user activation process. p) Retargeting Students will be introduced to AdRoll, FBX and Facebook Custom Audiences to learn how to retarget both first time website visitors and active customers across different online channels. q) Email Marketing Students will learn about different types of email campaigns, email campaign success factors, copywriting best practices and tools to measure and optimize performance. They will learn how to set up, send and track campaigns in MailChimp. We will also go one step deeper and introduce them to how to set up automated trigger emails and drip campaigns. r) Gamification Students will learn about product based (e.g. leaderboard or badges) opportunities as well as strategies that can be hosted on a third party platform. s) Referral Programs & Incentives Students will need to think of a unique way to incentivize current users to refer the product or service to their social connections.  

at Mayfair Exchange
34 Brook Street,
The West End, United Kingdom

Leave a comment