Training Course Outlines:
In two days we cover:
What is digital strategy?
- What is digital strategy, and why does it matter?
- How does it differ from, and integrate with business strategy and marketing strategy
- Who should write the digital strategy, who should be involved
- Where does digital sit within the corporate hierarchy - models and options in the market
Developing a digital strategy
- Determining the business requirements and the role of digital across all aspects of the business
- Stakeholders interview
- Online surveys
- Creation of "info packs" - what's required, sample and documents
- Determining the customer needs for digital, and the role that digital plays in the purchase/interaction lifecycle between the customer and the brand
- Focus groups
- Research tools - monitoring
- On-site surveys
- Understanding the digital landscape for the customer and product set, looking at complementary and competing areas and determine best practice
- Framework for competitive analysis
- Deriving a customer set
- Deriving a digital strategy based on this knowledge, developing objectives and tactics against the - various different requirements
- The strategy and tactics
- Integrating these with offline strategies
- Managing completing business needs
Implementing a digital strategy
- An overview of the various digital tools available, and their strengths and weaknesses against different objectives
- Paid Media
- Social Media
- Website
- Search
- Email/Database marketing
- Mobile
Tools to deliver results:
- Strategies for acquisition - what tools, how to measure, case studies
- Strategies for branding - what tools, how to measure, case studies
- Strategies for retention - what tools, how to measure, case studies
