ADVANCED PROGRAMME IN DIGITAL MARKETING. Programa Superior

Transcription

1 ADVANCED PROGRAMME IN DIGITAL MARKETING Programa Superior

2 ADVANCED PROGRAMME IN DIGITAL MARKETING 1. Designing and Creating a Digital Marketing Plan History of Digital Marketing and Advertising Competitive strategies in an increasingly digital, unipersonal, global landscape The value chain: advertisers, agencies, media buying companies, digital media Major trends in the digital market Differences between digital and traditional advertising Designing a Digital Marketing Plan and setting goals Segmentation and identification of target audience online The digital communications toolbox Designing an online communications and promotions plan Digital marketing metrics The keys to a successful digital strategy 2. Analysing ROI for a Digital Marketing Plan Online business models ROI online: the basics and general points Practical session ROI calculator (Excel document) to be provided after the exercise Methods for calculating internet revenues Methods for calculating internet cost optimisation Calculating internet costs Calculating internet investments The risk premium, IRR, NPV and Payback 2

3 Case studies: calculation of ROI of marketing actions and programmes. 3. PROJECT TUTORIAL 4. How to create websites with your client in mind A key concept for a successful website: usability and user experience Definition Attributes Usability and ROI How to create successful websites (User-focused design): Analysis and requirements User-experience research methods (Benchmarking, interviews, surveys, etc.) Information architecture (card sorting, organisation criteria, etc.) Prototyping (wireframes) Evaluation and testing techniques (usability testing, remote testing, eye tracking, heuristic evaluations) 5. Web Analytics: How to measure and optimise a website s critical processes Web analytics overview. Key Performance Indicators. Tool types. Google Analytics: What does GA offer? Site overlay. Internal site searches. 3

4 Goals and redirects. Event tracking. External campaign tracking. E-Commerce tracking. Website optimizer: A/B Testing. Multivariate Testing. Advanced Segmentation 6. Search Engine Optimization (SEO): How to optimise your website s search engine positioning naturally Search tools. How search engines work. How to get the website indexed for the first time. How to STOP search engines indexing our website. Website optimisation. Planning and strategy to secure optimal positioning. Positioning in Google: Concept of Popularity (PageRank). Relevance. Positioning in other major search engines. How to avoid techniques which are penalised by search engines. Studies on search engine positioning. 7. Search Engine Marketing (SEM): The basics, options and key points in SEM strategy Introduction: The goal of a search engine 4

5 Basic SEM terminology SEO vs. SEM How Google determines ad positions in Google Adwords Options in Google Adwords: Search network Google Search Partners Display network Content segmentation: Keywords (Contextual targeting) Sites (Locations) Categories (Topics) User segmentation: Remarketing Interests Sex Age Characteristics and components of a Google Adwords account: Account Campaigns Ad Groups Keywords and keyword matching Ads and destination URLs Introduction to SEM strategy key points: Setting goals and KPIs in SEM 5

6 Selecting product type (search and display) Defining the product to be advertised Identifying the market (international, national, local) Setting the budget Campaign structuring Launch Analysis and Optimisation 8. Generating and qualifying leads in Digital Marketing Planning Client Attraction Strategies Identification of all media, platforms, formats and opportunities Keys to efficient online communication marketing Creation of sites for promotion campaigns Online Product Placement Online Communications and PR Identification of related sites for co-branded actions E-Retailer / promotion through online retailers Social Media Contextual advertising Database creation through online media Buzz Marketing: Word-of-Mouth Marketing, Buzz, Viral and Guerrilla Marketing 9. Strategies to generate loyalty and retain customers online Creation of an online loyalty programme 6

7 Plan to increase customer value: segmentation, personalisation, contact plan, business goals (upselling, cross-selling, offers, etc.) Online customer loyalty goals Generating repeat visits Loyalty actions with web traffic Customer relationship management (e-crm) Online Member-Get-a-Member (MGM) Virtual communities 10. Practical SEM workshop: Designing and Implementing SEM Strategy Case study: Designing SEM strategy Search Network tools Keyword tool Ad preview and diagnosis Structuring campaigns on search networks (Excel and Adwords interface) Setting goals and KPIs Defining the product to be advertised Identifying the market (international, national, local) Setting the budget Defining ad groups Selecting Keywords Setting up keyword matching Creation of text ads Selecting destination URLs Configuration and implementation in Google Adwords interface 7

8 Display Network tools Google Ad Planner Display Planner Structuring campaigns in the Display Network (Adwords interface) Setting goals and KPIs Defining the product to be advertised Identifying the market (international, national, local) Defining budget Defining segmentation Defining ad groups Ad creation Selecting destination URLs Configuration and implementation in Google Adwords interface 11. Keys for a successful Affiliate Marketing programme Key players in the affiliate marketing landscape Different affiliate campaign models depending on goals: PPC, PPL, PPS. Affiliate networks Advertiser and affiliate types Classic formats: banners, text links, search boxes, product catalogues, API The main Affiliate Marketing metrics 12. The keys to creating an online store Design and implementation of a strategic e-commerce plan Launching an online business: the necessary back-end 8

9 The keys to building a successful e-commerce website How to generate and increase e-commerce sales Means of online payment and mobile e-commerce How to manage Fulfillment and Logistics in e-commerce with physical products E-Commerce in a B2B environment Balanced scorecard: Optimising customer information management for e-commerce Legal and practical issues around digital advertising content and e-commerce 13. How to efficiently manage marketing campaigns marketing plan Step by step campaign management. marketing data bases. Creation and communication of offers via marketing. How to create s that sell. The structure of an message. Different direct response formats. How to use mass tools: The benefits of professional ing tools. How to avoid spam in your campaigns:tips, tricks and analysis of the spam issue. Analysis and measurement of fundamental results: How can we get to know clients and prospects better? What variables should we measure? What kind of reports can we obtain? 14. Digital media planning and buying Display Advertising and Rich Media: Media, formats and platforms 9

10 Players in the online advertising market Real Time Bidding (RTB) Planning integrated digital campaigns: how to maximise ROI Advertising Investment Scorecard Campaign negotiation and buying Main planning tools: Types of digital audience measurement Planning tools 15. Metrics and analysis of online advertising campaign results Adservers: How they work, and the different types Campaign monitoring. Traditional metrics Other metrics to be aware of: Digital GRPs CrossMedia Interactions: Number, time and cost-per-engagement 16. Practical workshop: Advanced options in Google Adwords Advanced location targeting configurations User IP vs. Google domains vs. user search intent Experiment configuration Options Experiment analysis How Segments help with Reporting: Time 10

11 Conversions Google Network vs. Search Partner Network Click type Device Top vs. other +1 annotations The advantages of the Shared Library Ads Remarketing Bid strategies Budgets Negative keywords for the campaign Placement exclusions for the campaign Automated rules: Set budgets Schedule ads for special promotions or events Pause low-performing ads or keywords Change keyword bids to control your average position Raise keyword bids to ensure ads show on first page Send yourself an if a campaign s budget is nearly exhausted early in the day Measuring conversions in Google Adwords: Conversion tracking How to link Google Adwords to Google Analytics Managing multiple Google Adwords accounts: MCC (My Client Center) Other advanced options: 11

12 Customise report columns Monitor my keywords vs. my competitors keywords Monitoring keyword variations (the words users actually search for) 17. Mobile Marketing, Geolocalisation and Internet TV Mobile Marketing: Understanding the media: Towards total mobility. History, tools and uses. The capacities of the mobile Mobile marketing and (new) mobile apps in marketing Planning a mobile communications strategy Setting goals for a mobile campaign Types of campaign depending on goals Metrics: analysis and results Mobile Internet Geolocalisation: from universal to local: Geotags: what they are and what they do The geographical web Geographical applications Google Maps, its uses and advertising Telephone geolocalisation, classifieds, local recommendations, directories, etc. Local communities and social networks Applications that integrate websites, geotagging and mobile Internet TV and Interactive TV: Integration of multiplatform content: TV, internet and mobile 12

13 Multiplatform, multi-segment, multi-personalisation campaigns Digital TV advertising The capacities and opportunities of interactive TV 18. Social Media Strategy: Integrating social networks into our digital media plan Social Media Strategy: integrating the main social networks into business goals and strategies Focusing on the goal: when to carry out a marketing project on social media and networks. Specific benefits: reaching goals, monitoring and measuring results. Social and professional networks Social media: let s talk about blogs Content syndication and podcasts 19. SMO (Social Media Optimisation): how to advertise and optimise advertising on social media Facebook Promotions (Creation of competitions) Advertising: generating fans, content amplification and integration with e-commerce Twitter Advertising formats on Twitter and campaign examples Generating followers, content amplification and integration with e-commerce Visual networks Pinterest Advertising actions and competitions on Pinterest 13

14 Optimising Pinterest Integration with e-commerce Instagram Advertising actions and competitions on Instagram Optimising Instagram Youtube Creating a corporate channel Optimisation Viral videos, examples Measurement and ROI on social networks 20. Project Tutorial 21. Content Marketing The background, context and future of content marketing From PR to content marketing Brand journalism: similarities to and differences from traditional journalism Creating stories around your brand: goals and examples New capabilities of online communications professionals Online content The online text The efficiency of links Hyperlinks Semantic relationships The importance of volume The importance of being unique and genuine 14

15 The connection between content and your environment and brand SEO and Content: how, when and why Content amplification: content aggregators, RSS, SM and new channels Content managers Branded content The new cycle of PR and Internal Communications The corporate blog Press releases Incentives The new Communications Plan Not everything is Branded Content Multimedia content Online videos: Platforms (YouTube, Vimeo, Dalealplay, Dailymotion, etc.) Videos and SEO Mobile content: Content and devices Apps, and linking content and brands Other content: gamification, infographics, podcasts, etc. SM and devices Social content management Mobile content management The community Content strategy in rented platforms Measurement and KPIs 22. Legal aspects of digital marketing, advertising and content The legal framework for a Digital Marketing Campaign 15

16 Application of the Law on Data Protection (LOPD) and the Law on Information Society Services (LSSI) to: Personal information databases and lists Digital personal information databases and lists Promotions and prize draws State-level advertising regulations. Advertising and unfair competition. Advertising and criminal conduct. Advertising and consumer protection. Illegal advertising. 16

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