Diploma in Digital Marketing
Digital Marketing
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Module 1
FROM MASS MARKETING TO CUSTOMER NETWORKSPre-Reads:
• The Network is your Customer
Framework
a) From Mass Markets to Customer Networks
b) Mass Market Model Vs Customer Network Model
c) Definition of a Customer Network & Who is in your customer network
d) Metcalfe’s law & Milgram’s Small world hypothesis
e) Power Laws and the 90-9-1 rule (Bell curve)
f) 1-to-1 communications tools to many-to-many communication tools
g) Rethinking the Marketing Funnel
Application
Assignment: Reflect on your personal digital interactions and describe the customer network for your business.
Module 2
THE DIGITAL ADVERTISING MIX : KEY CHANNELS AND PRINCIPLESFramework
a) Digital Advertising Overview
b) Email Marketing
c) Search Engine Advertising
d) Display Advertising
e) Video Advertising
f) Principles of Effective Digital Advertising: Targeting
g) Principles of Effective Digital Advertising: Personalization
h) Principles of Effective Digital Advertising: Optimization
Application
Digital Marketing Simulation : You will learn the principles of online advertising through a real-world scenario in a simulated environment.
You will learn to:
• Perform Strategic Keyword research
• Build pay per click (PPC) ad campaigns
• Understand and measure Key Performance Indicators
• Write Targeted Ads
• Optimize landing pages
• Run an email marketing campaign
Module 3
FIVE CORE BEHAVIORS OF CUSTOMERS IN THE DIGITAL WORLDFramework
a) Five Core Behaviors of Customers in the Digital World
b) Maslow’s Theory and Customer Network Behaviors
c) Introduction to Core Behaviors – Access, Engage,
Customize, Connect & Collaborate
Module 4
ACCESS STRATEGYFramework
a) On Demand Services
b) Mobile Wallets and Loyalty
c) Location Based Services
d) Mapping Path to Purchase + Micro-moments
e) Showrooming
f) Omni Channel Thinking
g) Wearables
h) Challenges for the Access strategy
Application
Assignment : Analyze and explain how a selected company utilizes the Access Strategy
Module 5
ENGAGE STRATEGY : CONTENT MARKETING, UTILITY, MESSAGING, AND BRANDS AS PUBLISHERSFramework
a) Introduction to Engage Strategy
• Offering Utility and Being Relevant
• Showing a Personal Face and Targeting Your Audience
• Linking Content to Conversions
• Who Creates the Content
• Key Issues of the Engage Strategy
Application
Assignment : Analyze and explain how a selected company utilizes the Engage Strategy
Module 6
CUSTOMIZE STRATEGY: TARGETING, PERSONALIZATION AND MARKETING TO A SEGMENT OF ONEFramework
a) Introduction to Customize Strategy – Netflix
b) Personalized E-commerce – Lancome & Warby-Parker
c) Personalized Packaging – Coke
d) Mix and Match Products – Starbucks + Customer Manufacturing
e) Targeted Communications
f) Targeting based on Customer Lifetime Value – Custora & Caesars Palace, Las Vegas
g) Marketing Automation
h) Are you too targeted? – The Target Story
i) Key issues for the Customize strategy – The Paradox of Choice
j) The Four Sharing Mindsets
k) The Uncanny Valley
Application
Assignment : Analyze and explain how a selected company utilizes the Customize Strategy
Module 7
CONNECT STRATEGY : SOCIAL MEDIA, COMMUNITIES AND THE POWER OF CONVERSATIONFramework
a) Listen and Learn, and What to listen for?
b) Examples of Listening
c) Social Customer Service
d) Gamify your Conversations
e) Provide a Forum
f) Ask for Ideas
g) Add a Layer of Value
h) Common Metrics to Measure and Defining Your Terms
i) Key Challenges for the Connect Strategy
Application
Assignment : Analyze and explain how a selected company utilizes the Connect Strategy
Module 8
COLLABORATE STRATEGY: CROWDSOURCING, CROWDFUNDING, AND OPEN PLATFORMSFramework
a) Introduction to Collaborate Strategy
b) Passive Contribution – Waze
c) Active Contribution – CNN iReport
d) Solving the Expertise Gap
e) Crowdfunding
f) Open Competition – Doritos and Innocentive illustrations
g) Open Platforms
h) Key issues for the Collaborate Strategy
• Motivations for network collaboration
• Modularity of the problem
• Skills of Participants
• The Bottom is Not Enough
Application
Assignment : Analyze and explain how a selected company utilizes the Collaborate Strategy
Module 9
LESSONS FROM BRAND FAILURESFramework
a) Auto-pilot is for planes, not for Social Media
b) Deception is easily revealed
c) Employees, left to themselves, will not always act in your interest
d) Bullying does not work
e) You don’t own the #conversation
f) Offline actions spark online world of mouth
g) Thoughtful Participation does work
h) Reputation Warfare
Module 10
BEST PRACTICES FOR BRANDS ON SOCIAL NETWORKSFramework
a) Organic vs Paid
b) Major Social Networks – Pros and Cons
• Instagram & Pinterest
• Youtube
• Snapchat & Messengers
b) Evolving Ad products
• Display and Video Ads
• Lead Gen, App installs, Follow recommendations, Hashtags, Buy Now
• YouTube
c) Targeting Options
• Re-targeting and Custom/Look alike audiences
• Application of Facebook Targeting
d) Online Influencers & Customer Decisions
Module 11
MAKING DIGITAL MATTER : METRICS, ROI AND AGILE MODELLINGFramework
a) Swimming in Data
b) Speaking Different Languages
c) Barriers to Measuring ROI
d) Apples and Oranges
e) Which half of my digital is working?
f) Model Based on Your Strategy
• The Ford Fiesta Example
• CitiBike Example
g) Focus on KPI’s
• Visa Example
h) Question your Data
• Correlation
• Last Touch Attribution
• Test and Control
• Example of Test and Control – Buzzfeed
i) 7 habits of the agile marketing modeler
Application
Assignment : Metrics of Measurement
Module 12
FIVE-STEP PROCESS OF PLANNING AND EXECUTING A DIGITAL MARKETING STRATEGYFramework
a) Five Step Process
• Setting Objectives
• Segmentation & Brand Positioning
• Ideation & Concept Selection
• Execution
• Measurement
Module 13
ORGANIZATIONAL CHALLENGES OF DIGITAL MARKETINGFramework
a) Skills and Training
b) Speed and Agility
c) Collaborating across Divisions
d) Collaborating across Business Units
e) Organizational Challenges of Digital Marketing
Module 14
SIX FACES OF THE (NEAR) FUTURE OF DIGITAL MARKETINGFramework
a) The Addressable Marketer
b) Techno diversity
c) Advertising’s Hollow Middle
d) Invisible Threats
e) Two Minds of Marketing
f) The vanishing CMO
Fees: 1000 Euros
ALUMNI SPOTLIGHT
"We choose to study at TIMI because first of all, the environment is very conducive and suitable for both teaching and learning. Secondly, they have very good teachers who are very accommodating. They take their time to explain courses and also answer all our necessary questions. Lastly, the small number of students in each class allow us to be able to interact and understand more".
Grace Asiamah
(TIMI - Antwerp)
(TIMI - Antwerp)