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Opus College of Business

Digital Marketing Fundamentals

Digital Marketing Fundamentals
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Long gone are the days when marketers could operate without considering digital tools as part of their overall marketing strategy. However, according to Capgemini Consulting, 90% of companies lack digital marketing skills. This includes both an understanding of the tools available as well as choosing which tools fit best with the marketing strategy. At the same time, 87% of companies see digital transformation is a competitive opportunity.

Don’t fall behind in your understanding of both digital marketing tools and how essential they are into fitting in an overall marketing strategy. Choose this program to gain a solid understanding of:

  • What is digital marketing and why is it important?
  • How to develop a digital marketing strategy
  • Which tools can and should be included in your strategy
  • The role your website plays in marketing
  • Methods for getting customers to your website


Module 1: Overview of Digital Marketing

Digital marketing can include a variety of tools and methods to reach your customer no matter if you are marketing to other businesses or directly to consumers. In order to determine which tool or set of tools fit best into your marketing strategy, you must first understand the tools as well as how and why each can be used. You’ll leave this session with a better understanding of:

  • Website
  • Email
  • Social Media
  • Mobile
  • Search and Display Advertising

Module 2: Digital Marketing Strategy

Understanding your organization’s unique value proposition and marketing goals will help create your digital strategy. The strategy will help to determine which digital marketing tools you should and should not use in these efforts. After this session, you will learn how to:

  • Confirm business goals and priorities
  • Determine digital channels
  • Brainstorm digital opportunities
  • Prioritize digital opportunities
  • Develop a digital marketing plan

Module 3: Hands-on - Keyword Research, Search Engine Optimization (SEO) and Paid Search Planning

An important element of your online presence is helping potential customers find you, whether that is appearing in organic search results or paying for ad space based on keywords. Learn how to help your customers, whether individual consumers or businesses, find you through online search. You will leave this session with hands-on experience in:

  • Search engine optimization – and understanding why it is important
  • The difference between organic and paid search results – how to do well in both
  • Identifying keywords to incorporate into your website content and paid search
  • Creating a google adwords campaign to drive traffic with paid ads

Module 4: Optimizing Website Experience

Your customers have found you but do they stick around to learn more or buy something? Consider what is important to your customer as you create and optimize your website. You’ll understand:

  • How to design for good user experience
  • What to consider for a good mobile experience
  • Why conversion rates matter and how to optimize
  • The dos and don’ts of landing pages
  • Tools to increase conversion rates

Module 5: Hands-on – Social Media Advertising

In addition to using search engine marketing tactics, social media platforms such as facebook, linked in and twitter have created ways to advertise to those active on their sites. Just like brick and mortar retailers deciding where to locate based on where their customers frequent, digital marketers should do the same. Depending on your target consumer, social media could be a good place to find them. Using these popular platforms, you will:

  • Create an ad account on facebook, linked in and twitter
  • Discuss strategies and tactics looking at the ways organizations have used each platform
  • Explore measurement and optimization for social media advertising
  • Review best practices for social media advertising

Module 6: Hands-on - Email Marketing

By optimizing search, you are creating ways for customers to find you. Email is a way to present your customers with a reason to want to explore more. While you practice creating your own email message, you will:

  • Use a free tool for email marketing that can be brought back to your organization
  • Build your own email campaign from start to finish
  • Discuss best practices in using email for marketing
  • Gain an understanding of how to analyze results and make adjustments

Module 7: Hands-on - Build a Website

Your website is the hub of all of your digital marketing efforts and an important way to convey your brand, products and information of interest to your customer base. Most of the digital marketing tools discussed in this program will drive customers to your website at various stages of the customer lifecycle. While you build your own website, you will gain a solid understanding of:

  • How content management systems are used to manage websites
  • The purpose(s) of your website in driving business
  • Project management methods for building websites including agile and waterfall
  • Where your website will intertwine into other digital marketing tools
  • How to target content to different types of customers and stakeholders
  • Best practices in website development

Who should attend

The world of digital marketing is constantly changing. With the latest Capgemini Consulting survey showing that only 8% of companies have staff well trained in digital marketing, there are clear opportunities in this area.

Digital marketing takes both an understanding of the tools and strategy to fit these channels into your marketing strategy. This program has been designed for:

  • Traditional marketers looking to expand their skillset with digital tools and strategy know-how
  • Supervisors leading teams working within the digital space
  • Technical professionals who have a basic understanding of the tools but not the strategy driving business decisions
  • Those looking to transition into positions within digital marketing
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