Digital Marketing for Brands

Get your team thinking ‘digital first’. Learn the strategies, tactics and tools needed to be effective digital marketers.
product
2-4 day course
Private
Private
A private training session for your team. Groups can be of any size, at a location of your choice including our training centres.
Supporting material

Kick-start or consolidate the digital marketing expertise within your organisation; this training will be tailored to the knowledge level of the training attendees.

Whether you’re after multi-day workshop (or a longer on-going training programme) this course programme has been designed to meet your digital marketing learning objectives.

A pre capabilities questionnaire will be conducted before tailoring the content, so our trainers have a full understanding of the knowledge gaps and learner needs. Post training refreshers and ongoing mentoring and support are also available from our trainers after the training has been delivered.

As well as addressing the digital expertise within your organisation, this training can help break down business silos, empower teams to start building a clear digital vision and inspire internal change.

Our Digital Marketing for Brands course is offered as a private session and can be delivered at our own training centre in The Shard, London or any location of your choice. It involves a mixture of brainstorming activities, group discussions, presentation slides, in-platform demos and practical exercises.

Course overview
Who should attend:
This training can be tailored for marketing, sales, traditional PR and communication teams, or any team within a business that is looking to improve their digital marketing capabilities.
Walk away with the ability to:
  • Explain how digital marketing has disrupted the traditional marketing mix
  • Describe the online consumer journey and effectively target your customers
  • Illustrate the role of the core digital marketing channels
  • Set clear objectives for the different digital marketing channels
  • Write a digital marketing plan
Course agenda
Example Training Modules include:
Going Digital
  • Mobile & Digital Disruption
  • Digital Marketing Fundamentals
  • Data-Driven Marketing
  • Customer Centricity
  • The User Journey
  • The Online Marketing Funnel
Organic Search
  • Understanding the Google SERPs
  • Typical SEO KPIs & benchmarking tools
  • Key ranking factors
  • Keyword research, selection and prioritisation
  • Content research and measurement
  • Content for SEO
Social Media
  • Social Media Landscape
  • Organic vs Paid Social
  • Organic social strategies and tactics
  • Paid social strategies and tactics
  • Social media objectives & KPIs
Paid Media
  • Topline overview of each channel (SEM, Display, YouTube, others)
  • Use cases of channel in action
  • Best practice and pitfalls to avoid
Programmatic Media Buying
  • Introduction to programmatic buying
  • How it is changing the digital marketing landscape
  • Introduction to Demand Side Platforms
  • How DSPs work and access inventory sources (from RTB to Programmatic Direct)
  • Media planning
Google Analytics
  • Measurement Objectives
  • Key Digital KPIs
  • Measuring success
Conversion Rate Optimisation
  • Defining the business timeline goals and KPIs
  • Introduction to qualitative & quantitative research methods
  • Website & LP optimisation
  • Targeting testing & reportings
  • Investment Vs ROI
User Experience
  • What is UX?
  • The UX design process - Discover, Define, Design & Optimise
  • Discover - Understanding your users through research
  • Define - Mapping out the Digital User Journey and generating insights
  • Design - UX Design methodologies
Content
  • How's digital content different from offline
  • How to make digital content user-centric
  • How to plan for different kinds of digital channels/touchpoints
  • Content research and measurement
Digital Marketing Strategy & Planning
  • Strategically planning your online activity
  • Mapping strategies and tactics to the funnel
  • Building a digital marketing plan
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