Une introduction au marketing numérique et à la stratégie numérique

Aperçu

Digital Marketing Institute is the global standard in Digital Marketing Certification. Our mission is to give our students the confidence and knowledge they need to advance in their careers through this specialization.

This course provides a comprehensive exploration of digital marketing, covering the impact of digital technologies, effective strategy development, budget planning, customer experience, and the importance of agility in navigating the modern digital landscape. After completing this course, you will be able to:

- * To identify the core principles and purpose of digital marketing and recognize how AI tools and technology can support digital marketing strategists * To recognize the transformative impact of digital developments on modern communication, interactions, and operations * To differentiate between the core components of a digital marketing strategy and the role each plays towards realizing business goals * To develop clear and actionable objectives for a digital marketing plan and use digital research to gain industry insights * To recognize the insights from research activities to help guide channel choice, messaging, personas, and priorities and inform budget allocation when developing a digital marketing strategy * To set objectives to establish clear and measurable KPIs * To demonstrate an understanding of the key touchpoints, channels, tactics, and factors to consider to generate customer interest and maximize sales in an omnichannel marketing strategy Explore the transformative landscape of digital marketing with our comprehensive course.

Begin by delving into the profound impact of digital technologies on communication and interaction across individuals, organizations, and businesses. Uncover the disruptive forces of social media and artificial intelligence (AI), alongside the evolving influence of consumers in the digital marketplace.

Gain a foundational understanding of digital marketing principles, exploring various media, channels, and tactics essential for crafting effective digital strategies. Dive deeper into practical aspects with modules focusing on budget planning, ROI measurement, and strategic research to optimize channel selection and messaging.

Learn to establish clear objectives and measurable KPIs critical for campaign success. Explore the pivotal role of the buyer’s journey in engaging audiences and enhancing marketing effectiveness.

Discover advanced strategies in customer journey mapping and customer experience (CX), exploring omnichannel approaches and aligning marketing channels with overarching strategies. Embrace the agility needed in modern workplaces to adapt swiftly to market dynamics and consumer behavior.

Join us and master the essentials of digital marketing in today's fast-paced digital landscape.

Programme

• Fondamentaux du marketing digital
Ce module décrit les opportunités offertes par les technologies digitales et explore comment le digital bouleverse la façon dont les individus, les organisations et les entreprises communiquent et interagissent. Il examine les impacts des médias sociaux et de l'intelligence artificielle (IA), ainsi que le pouvoir croissant du consommateur sur le marché digital. Il introduit les concepts de base, les principes et l'objectif du marketing digital, ainsi que les différents médias, canaux et tactiques digitaux utilisés dans une stratégie numérique pour mener une campagne. Enfin, il explore le rôle du parcours d'achat dans l'engagement efficace d'une audience.
• Qu'est-ce qu'une stratégie de marketing digital ?
Ce module commence par expliquer comment développer un plan budgétaire efficace et mesurer le retour sur investissement (ROI) des activités digitales. Ensuite, il discute des principales activités de recherche à entreprendre pour guider la sélection des canaux et des messages. Enfin, il aborde comment définir des objectifs clairs et actionnables et des indicateurs de performance (KPI) mesurables.
• Expérience client et pensée agile
Ce module commence par identifier le rôle du parcours client et de l'expérience client (CX) dans les stratégies marketing. Vous explorerez ensuite les principes d'une stratégie omnicanale et l'importance d'aligner les canaux marketing avec les stratégies. Enfin, le module se termine en explorant les avantages de développer un état d'esprit agile en milieu de travail.

Enseigné par

Cathal Melinn

Matières

Business