Description

The position of Digital Marketing Manager has become essential within the marketing and communications departments. This training cycle offers both a strategic and operational approach to a constantly evolving profession.

The first part addresses the digital marketing strategy, with an overview of the approach, the marketing e-mix, SEO techniques, as well as traffic and conversion generation.

The second part focuses on the optimization of digital communication campaigns (display, e-mailing, etc.) and the implementation of a strategy on mobile media.

Finally, the third part explores digital marketing on social media and social networks. Participants are encouraged to share their experiences throughout the cycle, thus promoting a stimulating group dynamic within the promotion.

Who is this training for ?

For whom ?

• Webmarketing / digital marketing manager, digital communications manager taking up position or recently appointed.
• Marketing or sales manager having to implement digital strategies and solutions.
• Marketing and sales functions evolving towards a position of digital marketing manager.

Prerequisites

Have the basics of marketing

Training objectives

Understand the challenges and strategies of digital marketing

Master traffic generation and conversion techniques

Implement an omnichannel web marketing strategy

Understand how to integrate mobile marketing into your campaigns

Acquire tools and methods to develop your presence on social media

Training program

• Digital Marketing Strategies
  • Technological advances and changes in user habits: the importance of CX and UX design, connected objects, big data, chatbots, etc.
  • New segmentation approaches in response to the behaviors and attitudes of Internet and mobile users.
  • Compliance with rules for the protection of personal data on the Web, in particular the impact of the European GDPR regulation.
  • The key roles in the field of digital marketing: product owner, data scientist, data analyst, traffic manager, community manager, etc.
  • The responsibilities and missions of the Webmarketing manager.
  • Digital marketing strategies: inbound marketing and brand content.
  • Practical workshop: prospective monitoring of current trends.
• SEO: define marketing strategies and solutions
  • The study provides an overview of the players and tools used for online search. It discusses search engine marketing (SEM) techniques, which include search engine optimization (SEO) and paid search via AdWords (SEA).
  • The methodology proposed to improve natural referencing emphasizes social network optimization (SMO). The article also highlights the complementarity between SEO and sponsored links.
  • Finally, the practical workshop offers an SEO campaign to illustrate the concepts covered.
• Optimize the performance of your web marketing actions.
  • It is essential to harmonize communication and the digital marketing plan.
  • The digital communication strategy is described in detail, presenting its structure and the key steps to follow.
  • The levers of digital communication are explained to enable them to be used effectively.
  • Different promotional techniques are presented for the web, such as games and competitions.
  • The practical workshop presents the design of an omnichannel operation to apply the concepts seen previously.
• Develop the use of mobile to strengthen the effectiveness of its omni-channel campaigns.
  • Different email marketing techniques are presented, such as email marketing, newsletter and online magazine, as well as the use of mobile email and SMS.
  • Display advertising is discussed, with the formats and models of native ads and programmatic advertising, as well as mobile display.
  • The article discusses the impact and future prospects of mobile.
  • Mobile applications and WebMobile are explored to understand their use in digital marketing.
  • The question of referencing mobile applications on stores is addressed.
  • The practical workshop offers a business case to allow the concepts mentioned previously to be put into practice.
• Pilot and manage Web, Mobile, offline campaigns
  • Mobile channels and technologies.
  • Mobile multichannel: measuring results: web and mobile tracking and ROI.
  • Key performance factors (KPI) web and mobile. Google analytics: the main audience measurement indicators.
  • Mobile offline strategies.
  • Practical workshop: Web marketing plan
• The social web: new uses
  • The challenges for the company; new purchasing behaviors (ZMOT).
  • Practical workshop scenario: Create and manage your Twitter account.
• Design a social media strategy
  • Structure a social media diagnosis (3C model, POEM model, SWOT).
  • Facebook page, Twitter or Instagram account, LinkedIn page, YouTube channel, blogs... which media to choose?
  • Build your operational action plan: editorial line, recruitment strategy...
  • Scenario Practical workshop: Establish the editorial line of a space
• Design and manage communities on social networks.
  • This part of the course covers different aspects of using Facebook for digital marketing, including creating a page, Edge Rank, measuring results, and advertising on Facebook (social ads).
  • Participants will learn the vocabulary and key objectives for an effective Twitter account, as well as the different metrics to measure results.
  • The course explores the opportunities offered by LinkedIn in terms of employee advocacy, social selling, thought leadership and employer branding, as well as the keys to success for effective use of this platform.
  • Visual social media like YouTube , Instagram, Snapchat and Pinterest are studied to understand how to use them in a digital marketing strategy.
  • The treatment of negative customer reviews is discussed, with a reflection on their impact and advice for dealing with them efficient manner.
• Set up an influencer program
  • Who are the influencers?
  • Define and identify the typologies of relevant influencers.
  • Design a truly sustainable influencer program.
  • Mise in situation Practical workshop: Identify your influencers
• Organize your digital marketing system on social networks.
  • Choose the right social media management tools (SMMS).
  • Define your dashboards.
  • Social media governance and charter.
  • Practical workshop setting: Implement your tools.
  • Evaluation of acquired knowledge