Actionable Digital and Social Media Marketing

Digital and social media marketing has become a crucial component in companies’ marketing strategies

About the course

How has your digital marketing faired in these times?

Digital and social media marketing has become a crucial component in companies’ marketing strategies across the world. With marketing automation coming of age and ROI tracking possibilities that were unheard of 10 years ago now becoming more commonplace, it is as much an art as it is a science.

While digital marketing has created new ways for brands and companies to reach their consumers, the myriad of channels, technologies and service providers can seem overwhelming to traditionally trained marketers and non-marketers alike, as they need to use and understand these technologies and be at the forefront of latest developments..

In this 2 day workshop, participants will get an overview of the latest developments in digital marketing, de-mystify some of the common myths of digital and social media marketing, and learn how to build a digital marketing plan that can be applied to everyday communications and to respond to crisis situations such as Covid-19, which will be a focus case study for this course.

Who is this course for?

This course is aimed at participants within B2B and B2C organisations, with a desire to better understand digital marketing, its processes and components, and how to evaluate performance. It’s suitable for the following profiles:

  • First time marketing managers and executives who are in the process of structuring their teams to work more digitally.
  • Experienced marketing executives and managers who wish to get a refresher into digital marketing planning and measuring effectiveness.
  • Non-marketing executives and managers who wish to get an overview of the digital marketing planning process to work more effectively with marketing colleagues.
  • Entrepreneurs and small business owners who want to understand how to promote their businesses online.

Course content

Day 1

The state of digital marketing today

Participants will learn about the role digital marketing plays today and why it matters for brands to be online. We will also review how digital has evolved and debunk commonly held myths.

Digital marketing strategy

Participants will be introduced to the process of developing a digital marketing strategy step-by-step.

Defining your objectives

Participants will be introduced to the marketing funnel and how it is used in planning digital communications. They will also learn how to use it as a tool to identify their objectives.

Defining your target audience

Participants will learn why knowing their audience matters and how to create a useful persona for both B2C and B2B businesses.

Identifying the right channels

Participants will learn about the different channels available, their role in the marketing mix versus offline, their strengths and weaknesses, how they can be leveraged to address challenges in the marketing funnel, how to use them to reach specific target audiences and design a channel strategy.

Day 2

Creating great content

Participants will learn what defines great content, why it matters even more in the age of social media and digital and how to create it.

Creating a content strategy

Participants will learn what a content strategy and plan are and how to create them

Implementing your strategy

Guidelines to managing different channels

Measuring success

Participants will learn about the Key Performance Indicators (KPIs) used to track performance in digital and what they can expect from different channels, referring to industry benchmarks.

Putting new skills into practice

Participants will put their new learnt skills into action looking at the case study of how to effectively manage a crisis situation like Covid-19 with communications. As part of this participants will review different examples from across industries to identify best practices and develop their own strategies.

Marielle Reussink

Marielle Reussink

Marielle Reussink is the founder of marketing company focused on helping businesses achieve their goals. Combining her passion for marketing and communications with strategic consultancy, she has worked with major companies such as ExxonMobil, Unilever, EY, GE, Danone, OCBC etc, as well as over 100 founders and start-ups across various projects of local, regional and global scale. Marielle is also a trainer and workshop facilitator focusing on digital marketing and entrepreneurship. Since launching her own…

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