Digital Marketing Foundations

Introduction

• Connecting with customers online
• What is digital marketing?
• Key trends: AI, privacy, and omnichannel

1. The Digital Marketing Framework

• The building blocks of digital marketing
• The marketing funnel
• The buyer journey
• Real-time journey mapping
• The age of hyperpersonalization

2. Digital Marketing Basics

• How to develop a marketing strategy
• How to define your value proposition
• How to identify your target market
• How to create your customer persona
• How to establish goals for your digital marketing
• How to develop your digital marketing KPIs
• How to draft a one-page marketing plan

3. Digital Marketing Key Concepts

• Using data to drive messaging
• Creating growth loops
• How analytics work in digital marketing
• How predictive and prescriptive analytics work

4. Digital Marketing Hub and Spokes

• How to create a cohesive online presence
• How to decide on a marketing channel
• How to prioritize in marketing
• How to create powerful marketing messaging
• How to create lean messaging in marketing copy

5. Digital Marketing with Your Website

• How to optimize your website
• How to use copywriting in your marketing
• How to build landing pages that convert
• Case study: Effective website marketing
• How to get started with SEO and GEO

6. Digital Marketing with Paid Channels

• Introduction to paid advertising
• How to identify the value of a customer
• How to budget for paid marketing
• How to create your first paid campaign
• Case study: Paid digital marketing

7. Digital Marketing with Social Media

• Social strategies by platform
• Choosing the right social media platform
• How to build and engage an audience
• Building community with micro-influencers
• Case study: Nike

8. Digital Marketing with Email

• The power of email marketing
• How to develop an email marketing plan
• How to measure the success of email
• How to launch successful campaigns: Email tools

9. Marketing Analytics Skills

• How to decide what to track in marketing analytics
• How to generate reports for marketing analytics

Conclusion

• How to continually build digital marketing skills