Course description
A digital marketing strategy is a plan that helps your business achieve specific digital goals through carefully selected online marketing channels such as paid, earned, and owned media. A successful digital strategy requires a cross-functional team with executive leadership, marketing and information technology (IT) members.
Digital Marketing: Customer Analytics & Engagement will enable you to use new technologies to take advantage of ever-increasing data availability and optimise your marketing strategy for digital. This programme combines deep consumer insights and strategic brand management with cutting edge analytical tools.
You will experience live teaching sessions, video lectures, interactive activities and assignments whilst receiving personal support from a dedicated Learning Team.
Upcoming start dates
Upcoming start dates
Suitability - Who should attend?
Digital Marketing: Customer Analytics and Engagement training course ideal for:
- Mid to senior-level managers looking to incorporate digital strategies into their organisation’s existing marketing efforts.
- Managers engaged in operational discussions relating to technology and marketing.
- Marketers and consultants seeking a managerial perspective on digital marketing.
- It is applicable across industries, including: advertising, banking, consulting, financial services, FMCG, healthcare, IT and retail.
Outcome / Qualification etc.
At the end of the Digital Marketing: Customer Analytics and Engagement Training course, you will be able to :
- Identify the most effective digital channels to reach your customer and enhance the reception of your digital marketing efforts
- Incorporate marketing analytics tools into your digital marketing strategy and develop an effective digital marketing campaign
- Build strong customer-brand relationships digitally and engage your customers effectively
- Predict customer behaviour and sentiments using data and turn customer engagement into sales
- Allocate your resources across channels efficiently
Training Course Content
Day 1
Getting Attention Online
- Understanding who is your customer
- Key aspects of attention and information processing
- Cognitive vs affective route of persuasion
- Promotion vs prevention focus in messaging online
- High vs peripheral route for persuasive communication
- Enhancing exposure and cutting through selective attention
- Other key ways of attracting attention
- Overcoming the problem of habituation
- Enhancing comprehension
Day 2
Winning Minds, Hearts and Sales: Marketing Analytics
- Tracking consumer attitudes
- Digging into mindset metrics
- Linking attitude and purchase metrics to marketing
- Four criteria for consumer attitudes
- Marketing investment appeal
- Strategic implications
- R tutorial: analysis of consumer attitude metrics and financial performance.
Day 3
Customer Online Engagement
- Turning customer attention into online engagement
- What does your customer remember? Using classical conditioning online
- What engages customers online?
- Positioning of your online offering
- Building connection with the ‘self’ of consumers
- Building customer brand trust online
- Building customer brand love online
- Building customer brand respect online
- Nudging consumers in low involvement contexts
- Key cognitive vs affective strategies
Day 4
Know Better, Serve Better: Marketing Analytics
- Discover howcustomers; digital records reveal data about their profile
- Reaching consumers via mobile marketing
- Recommendation algorithms for increased engagement
- K-means algorithm
- K-nearest neighbors algorithm
- Item vs user based recommendations
- R tutorial: predict factors that influence customer satisfaction and use clustering algorithms
Day 5
Turning Engagement into Sales I: The Online Customer Journey
- Turning engagement into sales
- Funnel management and managing the value ladder part 1
- Using gamification effectively
- Linking your offering tocustomers; desired end state: means-end-chain analysis
- Effective website design
- Behold the extreme consumers
- Turning interest into action: chemicals that trigger happiness (endorphins and dopamine)
- Driving customer action and sales
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London Premier Centre
London Premier Centre is a UK leading training provider based in London and specialises in international short courses. Our inspiring, comprehensive portfolio of more than 400 professional development courses and seminars covers a wide range of professions from Administration, Leadership,...