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Marketing digital: estrategia, procesos y ROI

  • USD 3,000

  • online
  • Spain (Madrid) |
  • Nov, 21st 2022 - Nov, 25th 2022
    • Certificate

    Digital technology has changed the process of attracting and buying consumers. Discover the new customer acquisition and brand generation tools so that you can develop the ideal marketing strategy for your company.

     

    Program Benefits

    • Learn to develop a solid digital marketing strategy.
    • Discover the new digital tools to attract customers and strengthen your brand.
    • Discuss with other professionals the brakes and opportunities in the digitization of the company.

    Who Should Attend

    The program " Digital Marketing : strategies, processes and ROI" is aimed at general managers, marketing directors and, in general, all those professionals interested in improving their knowledge in the field of digital marketing.

    Curriculum

    During the program " Digital Marketing : strategies, processes and ROI"  the following topics will be studied in depth:

    Define the digital marketing strategy

    The main elements in defining the digital marketing strategy of a company will be discussed : the digital marketing strategic plan , the presence plan, the traffic generation, the e-CRM and, finally, the analytics.

    Digital marketing to attract and retain customers

    The use of digital media in attracting customers will be discussed. Special emphasis will be placed on the digitization of the sales process and on some specific tools such as SEM and display. The main metrics used in these cases will be discussed, as well as the so-called attribution models.

    Digital marketing to reinforce the brand

    In this module we will discuss cases in which a direct response from the customer is not sought so much, but rather to reinforce the brand through digital communication. We will delve into some digital communication strategies and tools such as branded content or advertising through online video .

    We will also reflect on "360 campaigns" and the resulting tension in the distribution of the marketing budget . Finally, we will address other digital metrics and the difficulty in measuring advertising ROI.

    Communication and digital reputation

    The rise of social networks has brought great changes for brands. Perhaps the most relevant change is the shift from a mass communication paradigm to one based on interaction to one of conversation between brand and customer. How should brands manage this new paradigm?

    We will discuss the use of social media to monitor online sentiment, the growing phenomenon of so-called influencers, who act as new prescribers, strategies to improve reputation and, finally, crisis management.

    Trends in digital marketing We will

    present the main digital trends that will transform the marketing function in the coming years . In addition, we will provide participants with abundant in-depth readings.

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