Overview

Digital Marketing Strategy & Planning

• Digital strategy framework
• Strategy vs tactics
• Big picture thinking
• Always on activity or piecemeal
• Awareness and direct response
• Earned, owned and paid media
• Online marketing spend benchmarks
• Exploding online ad costs
• Apple iOS 14
• Reporting and evaluation

Owned media – Website & email

• Purpose driven web design
  – Industry specific needs
  – Conformity versus creativity
• Why less is often more
  – User experience best practices
• Conversion rate optimisation (CRO)
  – Popular tools
• Mobile usability
• Speed is everything
• Email marketing best practices
  – Design
  – Popular tools
  – Building a database
  – Copywriting

Earned media channels

• Unlocking Google Search
  – Search intent
  – Keyword research
  – Google My Business
  – Shopping listings
• Organic social benchmarks & opportunities
• Understanding social algorithms
  – Maximising engagement
  – Blending into social feeds
• Social video
  – Generating stand-out
  – Optimising for watch time
  – Short-form video best practices
• Driving organic social conversions
  – Shopping
  – Lead gen

Online Ad Strategy

• Online ad landscape
• Social
• Search
• Q4 price hikes
• Privacy clampdown
• Online ad targeting impact
• Reporting and evaluation impact
• Full funnel thinking
• Why does it matter?
• How to do it?
• Digital ad creative
• Targeting