Digital Marketing Strategy (Virtual Classroom)

To provide digital marketers with a structured and practical approach to developing customer-centric digital marketing strategies.Develop a Planning framework to ensure your strategy lays the foundation for powerful strategy development.

During this course you will learn:

• A practical planning framework ensures your strategy lays the foundation for powerful strategy development
• A grounded strategy focuses your targeting decisions, drives proposition development and supports CX across each Customer Journey touchpoint
• To build efficient and effective data, channel and creative strategies that support and evaluate the delivery of your digital strategy
• To put theory in practice in a customer-centric strategy workshop

Planning Framework – how strategy fits into the digital marketing plan

Exploring the macro and micro marketing context

• Analysing external Factors that define the marketing context
• Analysing business and marketing factors

Developing SMART objectives

• Setting different types of objectives
• Creating financially grounded goals

Building a robust marketing strategy

• The difference between strategy and tactics
• Overview of the strategy development process

Establishing a detailed tactical plan and core metrics

• Core elements of the campaign delivery process
• Setting and monitoring KPIs

Budgeting for multi-channel campaigns

• Developing an integrated forecasting model
• Validating digital investment

Strategy development – from optimised targeting decisions to enhanced Customer Journey planning

Exploring segmentation and targeting

• Customer Profiling and segmentation
• Building a segmentation matrix
• The value of RFV and LTV modeling

Connecting targeting to proposition

• How targeting drives proposition development
• Approaches to proposition development
• How propositions drive creative connections

Mapping the increasingly complex customer journey

• The basic buyer behavior model
• The comprehensive Customer Journey Map
• How data and technology drive CX

How to build efficient and effective data, channel and creative strategies

Developing a customer-centric data strategy

• Types and sources of digital marketing data
• How brands capture and use data to drive business
• How data develops individuated communications

Developing an objective channel strategy

• Core digital channels and their attributes
• Developing a cost-benefit channel analysis
• Timing and sequencing digital channels communications

Developing an aligned creative strategy

• How to brief digital creative
• How to assess digital creative
• How to maintain creative integrity

The customer-centric strategy workshop

Delegates will work in groups to:

• Build a range of differentiated target audience profiles for a single product
• Develop a range of aligned propositions for each target audience
• Build a basic Customer Journey map for each target audience and consider how each touchpoint relates to strategy

During this time when it’s essential to keep our physical distance, it’s just as important to maintain connections, education and ambition.

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

• An interactive classroom environment
• Peer-to-peer collaboration
• An engaging platform experience
• Practical learning through hands-on exercises
• Online access anywhere you can get an internet connection

Courses are structured in a time friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.