specialized online course in digital marketing · ›database creation through online media ›...

Specialized Online Course inDigital Marketing

PROGRAMA

SPECIALIZED ONLINE COURSE IN DIGITALMARKETING

1 Design and creation of a Digital Marketing Plan› Marketing and Digital Advertising evolution

› Competitive Strategies in a growing digital environment, unipersonal and global

› Relationship value chain: advertiser, agencies, media centers, digital media.

› Tendencies in the Digital Market

› Differences between digital and traditional advertising

› Segmentation and definition of the online target

› Main tools in digital communication

› Creation of a communication and promotion online plan

› Digital Market metrics

› Key Success factors for a good digital strategy

› How to develop a briefing

2 Web usability and mobile web› A key concept for the success of a website: usability and user experience

› Definition and attributes

› Usability and ROI

› How to create successful websites (user-centred design): analysis and requirements

› User research techniques (benchmarking, interviews, surveys, etc)

› Information architecture (cardsorting, organisation criteria, etc)

› Prototyping (wireframes)

› Evaluation and testing techniques (usability test)

› Usability in mobile websites

3 Webinar: Design and creation of a Digital Marketing Plan

___________________________________________________________________________________________________SPECIALIZED ONLINE COURSE IN DIGITAL MARKETING

2Programa sujeto a posibles modificaciones

4 Webinar: Web usability and mobile web

5 Return On Investment Analysis in a Digital Marketing Plan› Internet business models

› ROI on the Internet: foundations and general matters

› Practical lesson with free ROI calculator at the end of the exercise

› Deposit calculation methods on the internet

› Cost optimization calculation methods on the internet

› Cost calculations on the internet

› Investment calculations on the internet

› Risk Premium TIR, VAN and Payback

› Practical calculation examples of ROI shares

6 Webinar: Return On Investment Analysis in a Digital Marketing Plan

7 Search Engine Optimization (SEO): How to optimize the natural positioning ofour web in browsers

› Search tools

› Browser performance

› What can be done in order for browsers to index us for the first time?

› What can be done in order NOT to be indexed by browsers?

› Web Page Optimization

› Planning and building a strategy for an optimum positioning

› Google positioning

• Popularity Concept (PageRank)

• Relevance

8 Webinar: SEO

9 Web Analytics: How to measure and optimise a website�s critical processes› Web analytics overview.



› Key Performance Indicators.

› Tool types.

› Google Analytics:

• What does GA offer?

• Site overlay.

• Internal site searches.

• Goals and redirects.

• Event tracking.

• External campaign tracking.

• E-Commerce tracking.

› Website optimizer:

• A/B Testing.

• Multivariate Testing.

• Advanced Segmentation

10 Webinar: Web Analytics

11 Generating and qualifying leads in Digital Marketing› Planning Client Attraction Strategies

› Identification of all media, platforms, formats and opportunities

› Keys to efficient online communication

› E-mail marketing

› Creation of sites for promotion campaigns

› Online Product Placement

› Online Communications and PR

› Identification of related sites for co-branded actions

› E-Retailer / promotion through online retailers

› Social Media

› Contextual advertising



› Database creation through online media

› Buzz Marketing: Word-of-Mouth Marketing, Buzz, Viral and Guerrilla Marketing

12 Strategies to generate loyalty and retain customers online› Creation of an online loyalty programme

› Plan to increase customer value: segmentation, personalisation, contact plan, business

goals (upselling, cross-selling, offers, etc.)

› Online customer loyalty goals

› Generating repeat visits

› Loyalty actions with web traffic

› Customer relationship management (e-CRM)

› Online Member-Get-a-Member (MGM)

› Virtual communities

13 Search Engine Marketing (SEM): fundamentals, options and key points of a SEMstrategy

› Objective of a search engine

› Basic SEM terminology

› SEO vs SEM

› How Google calculates the ranking of adverts for Google AdWords

› Options in Google AdWords

› Characteristics and components of a Google AdWords account

› SEM strategy, definition of key points

14 Webinar: SEM

15 The keys to creating an online store› Design and implementation of a strategic e-Commerce plan

› Launching an online business: the necessary back-end



› The keys to building a successful e-Commerce website

› How to generate and increase e-Commerce sales

› Means of online payment and mobile e-Commerce

› How to manage Fulfillment and Logistics in e-Commerce with physical products

› E-Commerce in a B2B environment

› Balanced scorecard: Optimising customer information management for e-Commerce

› Legal and practical issues around digital advertising content and e-Commerce

16 Social Media Strategy: Integrating social networks into our digital media plan› Social Media Strategy: integrating the main social networks into business goals and

strategies

› Focusing on the goal: when to carry out a marketing project on social media and

networks.

› Specific benefits: reaching goals, monitoring and measuring results.

› Social and professional networks

› Social media: let�s talk about blogs

› Content syndication and podcasts

17 Webinar: Social Media Strategy › La integración de las principales redes sociales en objetivos y estrategias de negocio.

18 Mobile Apps (ENG)› Types of applications: native, hybrid, webapps

› App stores and business models

› The process of developing an app

› Design of a mobile app

› Purpose of a mobile application: awareness, loyalty, optimisation...

› Analytics: metrics and tools

› Trends



19 Legal aspects of digital marketing, advertising and content› The legal framework for a Digital Marketing Campaign

› Application of the Law on Data Protection (LOPD) and the Law on Information Society

Services (LSSI) to:

• Personal information databases and lists

• Digital personal information databases and lists

• Promotions and prize draws

• State-level advertising regulations.

• Advertising and unfair competition.

• Advertising and criminal conduct.

• Advertising and consumer protection.

• Illegal advertising.

20 Webinar: Mobile Marketing and Geolocation



specialized online course in digital marketing · ›database creation through online media ›...

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