Description

Faced with the explosion of digital technology, Web marketing offers numerous development opportunities for the company. This training will give you the keys to implementing an effective digital marketing strategy and will allow you to manage your web marketing actions and monitor its performance.

Who is this training for ?

For whom ?

Marketing managers and/or digital marketing managers.

Prerequisites

• No special knowledge.

Training objectives

Learn the fundamentals of digital marketing and understand the challenges

Build a digital marketing strategy

Acquire the methods to deploy it

Define and choose the appropriate tools

Monitor and develop your strategy

Training program

• Digital marketing: principles and issues
  • Know the four phases of evolution of digital marketing: from search engines to the Internet of Things...
  • Identify how technologies are profoundly changing consumer uses.
  • Analysis of Gartner's Hype Cycle.
  • Understanding the necessary transformation of businesses in the digital age and the impacts on marketing.
  • Focus on the six pillars of digital transformation according to McKinsey.
  • Big Data and e-CRM.
• Integrate digital into marketing strategies
  • Integrate digital into its marketing/communication strategy.
  • Prepare the company to deploy digital marketing.
  • Understand the challenges of the different stakeholders.
  • Know how to put together the right teams.
  • Discover the BTC methodology: from the audit to action plans on the different points of contact.
  • Identify the issues digital for brands and the importance of becoming Digital Friendly.
  • Moving from exposure to engagement.
• Discover the developments in digital marketing in the age of data
  • Move from emailing to a multi-channel relational program.
  • Discover marketing automation and new scenario possibilities.
  • Understand the different types of Data available for businesses and knowing how to differentiate them.
  • Understand the online advertising revolution: from media planning to audience planning and programmatic.
  • Understand the evolution of purchasing methods and the new possibilities for marketing targeting.
  • Organize yourself in the face of the new challenges and opportunities offered by Data for digital.
  • Understand the technical dimensions of Data Management Platform platforms ( DMP) and Customer Data Platform (CDP).
• Define and develop a winning and effective digital strategy
  • Positioning the company: internal digital and competitive audit SWOT, PESTEL...
  • Mapping your digital customer journey: adapting your digital marketing plan.
  • Identification of digital marketing actions to be carried out via the definition of SMART objectives.
  • SEO techniques, keys to the company's digital visibility.
  • Paid, Owned and Earn Media (POEM), the principles of acquisition.
  • The levers: branding, performance.
• Deployment methods and tools
  • Understand the levers of web marketing, display, e-mailing, content marketing.
  • From Outbound Marketing to Inbound Marketing, evolution of consumers' digital expectations.
  • Perfect levers to create awareness and generate leads.
  • Use inbound marketing to convert leads into qualified contacts then into customers and ambassadors.
  • Use and mix social networks and knowing how to manage your Community Management.
  • Lead Nurturing and Marketing Automation: the keys to optimizing your digital performance.
• Plan and budget your digital campaign
  • Implementation of a campaign schedule.
  • Construction of the budget: formulation of traffic and conversion hypotheses, calculation of associated costs...
  • The tools available: Gantter...
  • Performance measurement: tracking.
  • What performance indicators and why?
  • Analysis and management of results. tools: Google Analytics, Omniture,...
  • Organization of reporting: creation of personalized dashboards on Google Data Studio.
  • Definition of an action plan.