Digital Marketing Management Essential Toolkit

Understand the benefits and limitations of SEM

• From the SEO point of view

• From an advertising point of view

Learn about:

Website purpose

Website function

Example

• Sending promotional emails to acquire new customers or persuade existing customers to purchase again.

• Sending emails to strengthen the relationship between the organization and customer as well as encouraging loyalty.

• Placing adverts in emails sent by other people.

“Maximising favorable mentions for a company brand, product or website on third-party websites that are likely to be visited by the target audience” (Chaffey & Ellis-Chadwick, 2019)

Different online PR techniques include:

• Influencer outreach to co-create content and press releases to gain positive mentions, such as working with journalists.

• Managing reputation on third party sites, such as social media channels.

• Using owned media, such as the brand’s blogs or websites.

• Blogger and influencer outreach for earned media, such as bloggers or social media influencers.

Learn about Social Media 5 C's:

1. Communicating

2. Collaborating

3. Connecting

4. Completing

5. Combining

At the end of this session, you should be able to:

• Identify the factors to be considered when developing digital marketing communications campaigns

• Develop an outline digital marketing communications campaign plan

At the end of this session, you should be able to:

• Identify the role of metrics in digital marketing communications campaigns

• Consider how best to report the outcomes of digital marketing communications campaigns

Learning outcome:

• Explain the benefit and limitations to organizations of using content marketing

• Distinguish between digital marketing content and traditional content

• Explain how content marketing can support digital marketing activities

At the end of this session, you should be able to:

• Explain how different digital content formats can be used by organizations.

• Illustrate, using examples, the best practice for content required across digital media channels.

Case Studies can tell prospects about the benefit of using products or services.

Benefits:

• Helpful in influencing prospects to make a decision.

• Can showcase proof of organization expertise and showcase success.

• Can help in differentiating organization from the competition

• Keyword optimized

At the end of this session, you should be able to:

• Explain how content marketing can support the digital customer journey.

• Explain how different content can support target audience needs.

At the end of this session, you should be able to:

• Explain the key steps for producing digital content.

• Explain the importance of participation in content marketing.

• Explain the role of influencers in distributing digital content.

At the end of this session, you should be able to:

• Identify a range of metrics that can be used to measure content marketing and explain how they can be used to measure the effectiveness of content marketing activities.

• Outline at least four tools and platforms that can be used to measure content marketing activities, and explain how a business can use them in practice.

• Explain how content marketing activities can be optimized to improve performance.

At the end of this session, you should be able to:

• Define ‘social media’, including organic and paid-for social media activity.

• Explain the business value of social media.

• Explain how social media can support other digital media.

At the end of this session, you should be able to:

• Describe different social media channels that organizations can use.

• Explain how organizations can use a range of social media channels to support their marketing activities.

Explain with examples, the benefits, and limitations of organizations utilizing a range of social media channels.

Learn the Pro and Con's to use:

Twitter

Instagram

Learn the Pro and Con's about:

Snapchat

Youtube

Pinterest

Tik Tok

At the end of this session, you should be able to:

• Explain the different content types that can be used in social media activities.

• Explain how insights from social media listening platforms can be used to increase social media engagement.

Learn about the content marketing matrix and social media

At the end of this session, you should be able to:

• Propose an outline social media plan utilizing a relevant framework.

• Explain how organic and paid social media can work together to deliver campaign goals.

• Describe at least four tools that can be used to help manage social media activities.

At the end of this session, you should be able to:

• Explain the key metrics used to measure social media.

• Evaluate at least four tools that can be used to monitor social media activities.