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