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Digital Marketing: From Strategy to Results

$
1800.00
Register
3 days | 24 academic hours

Training objectives
Training program Day 1
Training program Day 2
Training program Day 3

Training objectives

  • Analyze the Multi-Level Structure of a Digital Strategy: From Audience and Competitor Analysis to Practical Implementation of Marketing Campaigns
  • Learn to Work with Key Metrics: Customer Acquisition Cost (CAC), Customer Lifetime Value (LTV), Return on Investment (ROI), Retention Rate (RR), Net Promoter Score (NPS), understanding how they are interrelated and impact the business
  • Master Tools: Working with CJM, PESTLE, SWOT, benchmarking using services and AI, search engine and social media advertising, email and messenger campaigns
  • Practice Skills on a Real Case: Conducting a strategic audit of a fitness center, developing a marketing plan, and analyzing results

Training program Day 1

Customer Analysis in the Frameworks of “Customer Journey Map” (CJM) and “Job to be Done” (JBTD)
  • Key Stages of CJM: From acquisition to purchase and subsequent support
  • Identifying Pain Points
  • CJM Visualization Tools
  • “Customer Development” (CustDev) and JBTD Frameworks: Analyzing customer motivation and product expectations
Competitor Benchmarking with SEMrush, SimilarWeb, and Artificial Intelligence
  • Monitoring Services: SEMrush, SimilarWeb, and other Principles of Data Collection and Interpretation
  • Use of AI: Automated content analysis systems, sentiment analysis of mentions, and trend detection
Macro Environment Analysis with PESTLE and SWOT
  • PESTLE Model: Political, economic, social, technological, legal, and environmental factors
  • SWOT Analysis: Strengths, weaknesses, opportunities, and threats for the business

Training program Day 2

Case Study: Strategic Marketing Audit of a Fitness Center
  • Data Collection and Evaluation of Used Channels
  • Defining Objectives
  • Recommendations and Improvement Plan
Customer Acquisition Cost (CAC) and Customer Lifetime Value (LTV)
  • Calculating CAC: Which costs to consider and how to account for communication channels
  • Factors Affecting LTV: How to increase the lifetime value of a customer (additional products, loyalty programs)
Conversion Rate and ROMI
  • Defining the Sales Funnel
  • Calculating ROMI (Return on Marketing Investment): how to accurately compare the profit generated with the marketing spend
Retention (Retention Rate, RR) and Net Promoter Score (NPS)
  • Retention Rate (RR): Factors affecting customer retention and how to assess customer churn
  • NPS (Net Promoter Score): Methodology for calculating and interpreting customer loyalty scores

Training program Day 3

Adaptation to CJM
  • Content Strategy: Choosing content formats (videos, articles, case studies), frequency, and tone of voice
Objectives for Reach vs. Conversion
  • Difference in Objectives: When audience scale (brand awareness) is important, and when direct sales are needed
  • Setting KPIs: Clickthrough Rate (CTR), Cost per Click (CPC), Cost per Mille (CPM) for reach or conversion campaigns
  • Optimization Scenarios: Where to focus on cost per click and where to prioritize lead quality
Search Platforms: Google, 2GIS, targeting in search engines
  • Search Advertising Setup
  • Local Marketing on 2GIS
  • Analytics of Results
Social Media Advertising: Targeting Demonstration
  • Choosing Platforms: Facebook, Instagram, TikTok (depending on the target audience)
  • Targeting Setup and Ad Formats
Email and Messenger Campaigns, and the Role of AI
  • Effective Email and Messenger Campaigns
  • Templates and Automation
  • Using AI: Content generation, analyzing recipient interests, recommendations for optimal sending times
  • Budgets vs. Performance: How to evaluate the effectiveness of campaigns (open rate, click rate) and scale successful campaigns