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Lydian Stone

Digital Marketing Strategy

July 16th - 18th

About this course

Take this course to develop and fine-tune your digital marketing strategy to best-practice principles. Get up to speed on the latest industry techniques, tools and trends, and gain proven frameworks and templates for immediate use.

  • Intermediate
  • 3h
  • 2 classes
  • 6 credits
  • Live, trainer-led class
  • Interactive group exercises
  • One-to-one mentorship
  • Unlimited access

Learning outputs

Lydian Stone

Course overview & classes

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Course Overview

Today, digital immerses almost every experience we share with our surrounding environment. Its versatility has seen it evolve from an information channel to the social web that connects the world, playing an ever-growing role in everything from entertainment and business to retail.

This course will equip you with an overview of the current digital landscape. You’ll learn how to establish your digital objectives and develop a strategy to achieve them. Discover how to identify and segment your audience, as well as glean insight into your customers. Master different digital marketing channels and tap into analytics to track the success of your campaigns.

Book now to get to grips with the core elements that form any successful digital marketing strategy.

  • Class 1: Commercial Objectives & Strategy Frameworks

    DIGITAL LANDSCAPE OVERVIEW

    • Current marketplace: A complete overview of the current digital marketing landscape
    • Usage rates: Overview of the current trends of digital adoption
    • Getting up-to-speed: Full overview of the most up-to-date online trends and developments

    ESTABLISHING YOUR DIGITAL MARKETING OBJECTIVE

    • Business opportunity: Understanding the business opportunities presented by digital marketing
    • Goal setting: How to set clear objectives for your digital marketing

    DIGITAL MARKETING STRATEGY

    • Planning: Developing a successful digital marketing strategy for your brand or client
    • Strategy framework: Clear framework for developing a coherent plan for your digital marketing
    • Integration: How to effectively integrate digital activity into your wider comms plans
    • Legalities: Permission marketing, cookies and data management issues
    • Resourcing: How to resource digital marketing activity effectively
    • Productivity: Proven time-saving tools and techniques
  • Class 2: Audience Planning & Channel Strategy

    AUDIENCE PLANNING

    • Audience segments: How to split your audience into different groups, linked to your business objectives
    • Audience personas: Guidance on developing profiles for each of your audience segments
    • Customer buying cycle: How to map the customer buying cycle to improve effectiveness

    CUSTOMER INSIGHT

    • Recommended resources: Tools and techniques to capture customer insight
    • User trends: What customers tend to like and dislike about websites and mobile
    • Data insight: Learn what data can tell you about your business or brand

    DIGITAL MARKETING CHANNELS

    • Core channels: Understanding the relationship between social, search, email, affiliates and more
    • Channel suitability: Learn how customer behaviour impacts upon channel suitability
    • Online value proposition: How to evaluate your value proposition
    • Competitor benchmarking: Recommended tools to compare with industry performance

    DIGITAL MARKETING ANALYTICS

    • Metrics: Clear guidance on the top metrics to use to track results
    • Goal setting: Best practice guidance on goal setting to fit with your commercial objectives
    • Recommended tools: Detailed advice on the pros and cons of available paid-for and free tools
Lydian Stone

Class schedule and times

Times are shown in

  • Monday
  • Tuesday

    Class 1: Commercial Objectives & Strategy Frameworks

    11:00 - 12:30

  • Wednesday
  • Thursday

    Class 2: Audience Planning & Channel Strategy

    11:00 - 12:30

  • Friday
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Course Trainers

Learn from our skilled trainers, with hands-on experience from the front-line.