Course description
Digital Marketing Strategy Masterclass
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.
Outcome / Qualification etc.
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
Training Course Content
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
Course delivery details
Virtual Classroom: Tutor-led, live, online classroom environments
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.
Why choose Institute of Data & Marketing
Over 30 years experience as a leading awarding body for qualifications in data & digital marketing
Over 100,000 people have attended our courses
Over 15,000 marketers have earned a professional certification with us
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Institute of Data and Marketing
IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...