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  • info@thinksmartbh.com

Program Details

Internet Marketing Associate Training

25th - 28th November 2019


Program Summary

This is a course designed to bring any individual up to speed on setting up and managing an end-to-end e-commerce business. Participants will become proficient on the high-tech and data-driven world of digital commerce – from understanding how to set their commercial strategy through to how to drive customer acquisition and growth, this course will provide them with toolkits which they can utilize to run their own digital businesses.

Program Objectives

By the end of the course, the delegate shall:

1.Understand the different ‘retail’ channels and how customers interact with each

2.Identify key-success factors for successful e-commerce

3.Discover the ideal customer experience in a multi-channel, multi-device world

4.Understand how different marketing mediums complement each other

5.Gauge the power of Digital Marketing and how it would be best applied for their business

6.Understand the difference between organic and paid media, well as the optimal techniques to promote their business across channels

7.Learn how success is measured and the KPIs for customer acquisition and retention

8.Appreciate how wider marketing activity impacts on the success of customer acquisition and retention

9.Think about how best practice could be applied within their own organization 


Course outline

 

Day 1

(Module 1)

Multi-channel Commerce

1.Multichannel customer trends and behavior

2.The internationalization of ecommerce

3.Ecommerce and multichannel functions explained

4.Online trading and using online data to inform offline trading

5.Customer acquisition and SEO

6.Customer conversion and retention

7.The ecommerce Profit & Loss


Day 2

(Module 2)

Online Commerce

1.Introduction to the disciplines that make up an effective online trading team,

2.What does a high performing trading team look like?

3.The role of insight in online trading

4.Best-practice website merchandising

5.Online promotions that work and retain margin

6.How customer acquisition, conversion and retention functions work together


Day 3

(Module 3)

Online Marketing & Customer Acquisition

1.Introducing the AIDA model – known as the ‘Marketing Funnel’ to drive purchase

2.The role of online and offline marketing channels in the path to purchase

3.The importance of attribution

4.Search marketing and the development of a PPC strategy

5.Search engine optimization and the goals of an SEO strategy


Day 4

(Module 4)

The Power of Merchandising and Visual Content

User-centred design and content

Visual Merchandising do and don’ts

The Critical Layout Rules

Copywriting rules

Choosing a tone of voice that suits your customer

The importance of good creative briefs

The different types of online copy

Content and copywriting tips for search engine optimization (SEO)


Day 5

(Module 5)

How to Retain and Engage Customers Online to drive Profits

The value of retaining customers over acquiring them

Engagement as part of the customer journey

Developing a customer relationship management (CRM) strategy

Becoming customer-centric and the role of customer data

Email marketing programme best practice

Social engagement, tracking and analysis