Programa Superior - · PDF file› History of Digital Marketing and Advertising › Competitive strategies in an increasingly digital, ... Word-of-Mouth Marketing, Buzz, Viral and

ADVANCED PROGRAMME IN DIGITAL

MARKETING

Programa Superior

ADVANCED PROGRAMME IN DIGITALMARKETING

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

ADVANCED PROGRAMME IN DIGITAL MARKETING

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› 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.


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• 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 enginepositioning 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


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› 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


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• 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

› E-mail 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


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› 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


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› 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


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› 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 email marketing campaigns

› Email marketing plan

› Step by step campaign management.

› Email marketing data bases.

› Creation and communication of offers via email marketing.

› How to create emails that sell.

› The structure of an email message.

› Different direct response email formats.

› How to use mass email tools: The benefits of professional emailing 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


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› 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


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• 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 email 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:


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• 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


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• 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 socialmedia

› 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


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› 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


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› 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


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› 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.


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Documents

Programa Superior - · PDF file› History of Digital Marketing and Advertising › Competitive strategies in an increasingly digital, ... Word-of-Mouth Marketing, Buzz, Viral and