Digital Strategy and Planning 1 Day Course
Who is this course for and what are its objectives:
- This course is for marketers, PR, Sales and other business professionals who need to have a clear and structured digital marketing framework in order to both report on and execute digital marketing initiatives
- Demonstrate to participants how to plan, design, create and execute a digital marketing plan
- Show how to research a digital marketing programme online
- How to develop digital personas that resonate with target audience
- How to target specific channels and overlay with channel goals per persona
- How to think strategically about content marketing initiatives that map on to buyer needs and journeys
- How to create Key Performance Indicators for digital projects that provide insightful analytics into the health or otherwise of your digital programmes
- Give participants practical examples of digital marketing channels using a mix of international and Irish case studies
Course Content:
- Introduction to Digital Strategy and Planning Frameworks
- Understanding the lifecycle of digital marketing programmes
- Aligning Digital Strategy with Business Objectives
- How to identify what your core digital objectives should be
- How to define target Markets and creating digital personas
- Understanding how best to reach target audiences digitally
- Understanding online user behaviours/preferences and how these influence your digital content plan
- How to create a content plan for your digital marketing initiative (and how to sustain over a long period of time)
- Defining and Aligning Digital and Marketing KPIs
- Defining key success factors
- Identifying key stakeholders and how to present digital strategies to top management
- Case studies of key tactical tools that digital marketers can leverage
- How to measure digital marketing programmes
