DIGITAL MARKETING

Singapore, 29-31 Mar 2017

Also available:

Dubai, 16-18 May 2017

London, 27-29 Sep 2017
Singapore, 28-30 Nov 2017

COURSE AGENDA

Accurate as of 01 March 2017. Always refer to website for latest information.

 More about this course...

This course will equip you with the knowledge, confidence, tools and techniques to build and
refine the right digital marketing strategy for your organisation. The creative use of data in
digital marketing, rather than just working with a set of statistics, may provide more useful
insights.

This course is designed for those with marketing experience but that have less exposure to
online digital marketing channels, or those with experience in specific digital disciplines, who
want to know how different channels can fit together. It is also for marketers who have been
doing digital but want to set their experiences in context of others and discover some new
approaches.

COURSE SCHEDULE

Day 1: Focus on Engagement

Big Picture Introduction
Speed Networking

Course introduction

Overview of fundamentals of digital marketing

How to utilize paid, owned and earned channels

The 10 most important steps for a successful digital strategy

How best to establish your online marketing objectives and KPIs
Start building your content strategy, blog and editorial calendar

Building online customer-focused programs

Know your target audience(s) and where you can reach them

Accurate as of 01 March 2017. Always refer to website for latest information.

 Create campaign ideas to increase traffic and grow subscriber and social media numbers
Focus to capture consumers attention

Creating content and developing your digital assets

Catalogue of digital resources and how up-to-date they are

Making it mobile
Reach the customer at his own convenience
Manage customer relationships across all channels
Social media outreach exercise in the use of video and social media tools
Experiment with social media tools you are not familiar with to gain a new skill

Case study on engagement strategy:

Attendees will create an overview of their own companys current strategy, and use tools
provided to map potential changes

Day 2: Creating Conversion & Understanding Retention

CONVERSION

Best practices for optimizing your delivery

Benchmarking: measuring ties directly to key business goals

Conversion optimisation: creating stickiness in your site

Why do they come? When do they come? How do they get there?
Optimisation and user testing
Digital native content vs paid advertising

Building for usability and web design

Measuring your web analytics data in a meaningful way
Test for usability
Create engaging content and a clean user experience
Modularity is the key

Case study on conversion planning:

Accurate as of 01 March 2017. Always refer to website for latest information.

 Attendees will find out using tools provided how well they understand the conversion
activities of their own company

Exercise:
Deep dive into your own organisations conversion activities and metrics, plus a new way
to view your visitors

RETENTION

How clean is your database?

How to avoid garbage in, garbage out
Auditing the database how and how often

Segmentation and targeting for better understanding

Ignoring classical marketing theory
More than characteristics and preferences?
Layer relevancy through targeting based on consumer past behaviors
Identify consumer receptivity on precise options

Monitoring your brand online

Health check
Perception mapping, measuring against the neighbours

Channel integration, behavioral targeting and interaction management

Going beyond online capabilities, and create links to offline spending habits

Building omni-channel relationships: exercise in understanding the touchpoints customers

have with the organization

Exercise:
Mapping a typical transaction from the customers and companys viewpoints

Accurate as of 01 March 2017. Always refer to website for latest information.

 Day 3: Measuring Progress: Analytics & Strategy Refinement

Analytical tools to win new customers and deepening existing relationships

Toolset assessment
Integration into existing processes

Data, tracking and measurement

How to track and what to track
Measuring for meaning

Cost analysis is CPC the real metric?

Cost of customer acquisition and retention
Customer lifetime contribution (CLC)

Integrated on/offline marketing

Creating a unified and seamless experience for consumers
Ensure that all messaging and communications strategies are consistent across all
channels and are centered on the customer

Working with affiliates and measuring their contribution

Trying mobile marketing automation (MMA): Exercise on how to interact with customers
at key moments, based on triggers such as their behavior, location and mobile app usage
What is it specifically about mobile that makes attribution more difficult?
Trends and factors that are affecting the mobile attribution landscape

Case study: Measurement & Strategy

Attendees will examine cost-benefit strategies for their organization and learn new ways
to examine customer value
Wrap

Accurate as of 01 March 2017. Always refer to website for latest information.

 MEET YOUR TRAINER

Dr. Alea Fairchild has more than seventeen years experience in global IT
market analysis, and has worked for many of the major market research
agencies as both an analyst and as a consultant. Her special area of interest is
digital business transformation and the development and use of intelligence
and technology in product planning and business strategy. Her technical
expertise lies in digital marketing, knowledge management and productivity
metrics for technology.

PRICING

THE EARLIER YOU BOOK, THE MORE YOU SAVE

Before 10 Mar 2017 After 10 Mar 2017

SGD $5,540 SGD $5,805

Save SGD $265

Accurate as of 01 March 2017. Always refer to website for latest information.

 INHOUSE TRAINING

Need to get your whole team up to speed? We can come to you. For groups of six or more, our
trainers will design a bespoke programme to meet your business needs, including a lesson pack
with examples, models, user-driven content, custom case studies everything you need to keep
learning on your own time.

In-house training is the most cost-effective and convenient option for teams, so get in touch
today and let us customise your training experience.

For futher information please refer to: http://www.terrapinntraining.com/in-house-training

CONTACT US

Terrapinn Training

Terrapinn Holdings Ltd

Wren House
43 Hatton Garden
London
EC1N 8EL
UK

Telephone: +44 (0)207 092 1045

Email: emma-jane.dinan@terrapinn.com

Accurate as of 01 March 2017. Always refer to website for latest information.

 LINKS

www.terrapinntraining.com
www.terrapinntraining.com/training/977/3-Day-Masterclass-Digital-Marketing/

Register at:

https://secure.terrapinn.com/v5/step1.aspx?E=9268

Accurate as of 01 March 2017. Always refer to website for latest information.