Foundations of Digital Marketing Strategy#500124

• Analyse the impact of future trends on the development and implementation of digital marketing strategies.
• Identify key challenges and opportunities within the digital marketing landscape, considering emerging technologies and changing consumer behaviour.
• Develop a strategic framework for building future-proof digital marketing plans that are adaptable and responsive to change.
• Explore the potential of AI in digital marketing, such as content creation, personalization, and campaign optimization.
• Understand the importance of data-driven marketing and leverage analytics tools to measure campaign performance and optimize strategies.
• Develop and implement effective digital marketing tactics across various channels, including:
• Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategies for improved online visibility.
• Content marketing strategies that attract and engage target audiences with valuable and informative content.
• Social media marketing strategies for building brand awareness and fostering customer relationships.
• Email marketing strategies for targeted communication and customer engagement.
• Paid advertising strategies (e.g., pay-per-click, social media advertising) to reach specific audiences and achieve marketing objectives.
• Design audience personas and develop targeted marketing campaigns that resonate with specific customer segments.
• Understand best practices for user experience (UX) design in digital marketing and its impact on conversion rates.
• Measure and analyse marketing campaign performance using key metrics and reporting tools.
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• Build a personalized action plan outlining steps to implement a future-oriented digital marketing strategy within their specific role or organization.

• Marketing professionals (digital marketers, content creators, social media managers) seeking to stay ahead of the curve in digital marketing strategy.
• Entrepreneurs and business owners looking to develop effective online marketing strategies for their businesses.
• Business leaders who want to understand the evolving digital marketing landscape and its impact on their organizations.
• Anyone interested in learning the foundations of digital marketing strategy with a focus on future trends and disruptive technologies

• Pre-assessment
• Live group instruction
• Use of real-world examples, case studies and exercises
• Interactive participation and discussion
• Power point presentation, LCD and flip chart
• Group activities and tests
• Each participant receives a binder containing a copy of the presentation
• slides and handouts
• Post-assessment

Day 1: The Future of Digital Marketing & Emerging Trends
• Welcome and program overview.
• The Future of Marketing in a Digital World: Exploring the evolving digital marketing landscape, disruptive technologies, and the changing consumer behaviour patterns that will shape future marketing strategies.
• Future Studies for Digital Marketing: Learning how to incorporate future studies methodologies like scenario planning to anticipate potential disruptions and opportunities in the digital marketing landscape.
• The Rise of Artificial Intelligence (AI) in Marketing: Discussing how AI is transforming digital marketing across various aspects, including content creation, personalization, and campaign optimization.
• Guest Speaker: A digital marketing thought leader or innovator who successfully utilizes future-oriented strategies can be invited to share their insights and answer participant questions.
Day 2: Building a Future-Proof Digital Marketing Strategy
• Developing a Strategic Framework: Learning a structured approach for building a digital marketing strategy that is adaptable, measurable, and aligns with overall business goals.
• Customer Journey Mapping & Persona Development: Understanding the customer journey across different touchpoints and creating detailed audience personas to inform targeted marketing campaigns.
• Data-driven Marketing & Analytics: Exploring the importance of data in digital marketing, leveraging analytics tools to measure campaign performance, and using data insights to optimize strategies.
• Hands-on Workshop: Building Your Digital Marketing Strategy (Optional): Participants can engage in a practical session where they work in groups to develop a sample digital marketing strategy for a hypothetical business. This session will involve defining target audience personas, outlining marketing goals, and selecting appropriate digital marketing channels.

Day 3: Digital Marketing Channels & Tactics
• SEO & SEM Strategies for Online Visibility: Learning search engine optimization (SEO) best practices to improve organic search ranking and exploring paid search advertising (SEM) strategies for targeted online visibility.
• Content Marketing for Lead Generation & Engagement: Developing content marketing strategies that attract and engage target audiences with valuable content (blogs, articles, videos) tailored to different stages of the buyer's journey.
• Social Media Marketing for Brand Awareness & Community Building: Exploring effective social media marketing strategies for building brand awareness, fostering customer relationships, and generating leads across various social media platforms.
• Email Marketing for Targeted Communication & Customer Retention: Learning email marketing best practices for crafting compelling email campaigns, segmenting audiences for targeted communication, and nurturing customer relationships.
Day 4: Advanced Strategies & Emerging Technologies
• Paid Advertising Strategies (PPC, Social Media Ads): Understanding different paid advertising options (pay-per-click, social media advertising) to reach specific audiences and achieve marketing objectives.
• Marketing Automation & AI in Action: Exploring the potential of marketing automation tools and AI for streamlining tasks, personalizing content delivery, and optimizing campaign performance.
• Omnichannel Marketing & Customer Experience (CX): Discussing the importance of omnichannel marketing strategies that create a seamless customer experience across all touchpoints.
• The Rise of Influencer Marketing & User-Generated Content (UGC): Exploring the growing influence of influencer marketing and user-generated content (UGC) in future digital marketing strategies.

Day 5: The Future of Work & Digital Marketing Skills
• The Future of Work for Marketers: Discussing the impact of automation and AI on marketing jobs and the evolving skillsets needed for future success in digital marketing.
• Building a Growth Mindset in Marketing: Encouraging a growth mindset for continuous learning and adaptation to stay ahead of the curve in the rapidly evolving digital marketing landscape.
• Building Your Digital Marketing Action Plan: Participants create personalized action plans outlining steps to implement key learnings and strategies from the course into their own digital marketing practices. This may include:
o Identifying specific areas within their existing digital marketing strategy that could benefit from a future-oriented approach.
o Researching new tools and technologies relevant to AI, marketing automation, or data analytics that could enhance their marketing efforts.
o Proposing new content marketing campaigns or social media strategies based on emerging trends and audience insights.
o Developing a plan for ongoing learning and staying informed about the latest advancements in digital marketing and future technologies.
• Course Wrap-Up & Ongoing Learning: Reviewing key takeaways from the program, addressing any remaining questions, and discussing ongoing resources for staying updated on the ever-changing digital marketing landscape.
• Networking & Collaboration: Participants connect with each other, share their digital marketing action plans, and explore potential collaborations for future marketing initiatives. They can also discuss industry best practices and brainstorm innovative strategies for leveraging future trends in their digital marketing endeavours.