Digital Marketing 101

Section 1

Fundamental Concepts of Digital Marketing

Lesson 1 Introduction to Digital Marketing

-Define Digital Marketing

-Identify techniques to connect to customers using

-the five P’s of marketing

-Identify different techniques to acquire customers

-Discuss the customer’s decision journey

-Identify techniques to tune your marketing strategy

Lesson 2 History of Digital Marketing

-Explain the evolution of Digital Marketing

-Explain the evolution of Social Media Marketing

-Discuss the marketing technology landscape

Lesson 3 Developing and Nurturing a Digital Culture

-Identify the need for nurturing a digital culture

-Discuss digital marketing and analytics maturity

-Identify a simple workflow to manage your marketing and analytics priorities

-Explain how product thinking brings success in marketing strategies

-Explain how to change your organization into a customer-centric organization

Lesson 4 Where Is Digital Marketing Headed?

-Identify the impact of Digital Marketing

-Compare Brand Marketing with Direct Response Marketing

-Identify the fading and emerging marketing concepts

Lesson 5 Global Impact of Digital Marketing

-Identify the best governance styles for your organization

-Discuss various techniques to enhance the effectiveness of your digital marketing team

Section 2

Customer Lifecycle

Lesson 1 Acquisition

-Define customer acquisition

-Identify the different marketing channels and their benefits

-Identify the techniques to choose the right marketing channels for the right end goals

-Discuss how to leverage Big Data and Automation for customer acquisition

Lesson 2 Engagement

Define

- customer e engagement

-Recognize how to engage customers through content and functional components

-Discuss micro conversion and the metrics used for its measurement

-Identify why retargeting is an important strategy of engagement

Lesson 3 Conversion

-Define conversion

-Discuss macro conversion and its metrics

-Discuss how marketing touchpoints play a crucial role in evaluating channel effectiveness

-Explore conversion for various scenarios like non eCommerce or subscriptions

Lesson 4 Onboarding, Retention, and Expansion

-Explain the concepts of customer onboarding and retention

-Explain expansion opportunity using Recency Frequency Monetary Value (RFM) approach

-Describe the Customer Lifetime Value