Digital Marketing, Social Media and Analytics: an Omnichannel Strategy

IE Business School

IE Business School

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Who should attend

  • Marketing professionals looking for an update and to gain a deeper understanding of digital marketing channels in order to be able to maximize profit and boost their career.
  • Executives willing to coordinate a marketing team, design a profitable marketing strategy and supervise its execution.
  • Entrepreneurs developing a digital business or a project where digital marketing is key to scale up their growth; who need the knowledge and skills to design a profitable strategy.

About the course

Marketing has evolved to a point where independent, isolated marketing channels now need a higher level of strategic, organizational and technological integration in order to function effectively and meet the ever-growing demands of hyper-connected consumers.

Module 1: The buyer persona and the customer journey

Learn how to identify your most valuable segment of customers. Analyze the stages in the Customer Journey and decide what digital marketing channels to use in each stage. Design an efficient omnichannel strategy.

Module 2: An omnichannels strategy

Learn the intricacies of every digital marketing channel: SEO; SEM, Display Ads, Social Media, Email Marketing, Content Marketing, Marketplaces… Integrate the tools, the people and the contents into your strategy.

Module 3: Analytics

Learn to analyze and interprete Google Analytics reports: audience, acquisition, behavior and conversion reports. Get to know your KPIs, set up S.M.A.R.T. goals and optimize your strategy.

Module 4: The digital marketing of the future

Learn about the latest digital marketing trends and technologies and become a better prepared professional: real-time data, proximity marketing, augmented reality, virtual reality, artificial intelligence, machine learning, chatbots, marketing automation.

Why this program?

Get to know all digital marketing channels

How they work, pros and cons, tools, costs and segmentation capabilities.

Identify your buyer persona

As your most valuable customer segment in order to focus your strategy on it.

Customer journey

Learn the stages in the Customer Journey, what channels are best used in each of them and why. Design an efficient omnichannel strategy that will maximize profit in the shortest term.

Omnichannel strategy

Execute an omnichannel strategy consisting of SEO, SEM & Social Media campaigns, using real money and the most popular tools.

Measure

Measure the economic results of your strategy and optimize it.

Marketing trends

Anticipate to future digital marketing trends and technologies and acquire a competitive advantage over other marketing professionals.

Experts

Pedro Moreno De Los Rios

Pedro Moreno de los RiosDigital Business & Marketing Professor Professor Pedro Moreno de los Ríos has extensive experience as a digital business executive in B2B and B2C environments, specializing in sales and marketing, as well as digital business development, omnichannel e-commerce strategi...

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Digital Marketing, Social Media and Analytics: an Omnichannel Strategy at IE Business School

From  1950 EUR$2,368

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