Learning Objectives

  • Recognising the success factors of an effective digital marketing strategy.
  • Structure a plan using SOSTAC® and the RACE Framework.
  • Define audience personas and assess the customer journey.
  • Review your current digital marketing capabilities and benchmark competitors using RACE and implement the plan through search, social media and email marketing to achieve your goals
  • Define investments in digital customer experience with an online value proposition that improves customer onboarding, growth, service and success.
  • Create a RACE Framework dashboard for digital reporting incorporating Google Analytics goals.

How is the Learning Path structured?

The Learning Path is separated into these topics and modules:

Topic 1: Practical Strategy – Plan

  • Digital strategy success factors
  • Structure a plan using SOSTAC®
  • Structure a plan using the RACE Framework
  • Create a digital SWOT using RACE
  • Define audience personas
  • Assess audience customer journeys
  • Competitor benchmarking with RACE
  • Set digital marketing goals and objectives
  • Defining Google Analytics goals

Topic 2: Practical Strategy – Reach

  • Review media performance
  • Select search marketing investments
  • Influencer marketing
  • Paid media investment
  • Define acquisition budget and plan
  • Create a digital marketing reporting dashboard
  • How to use campaign tracking in Google Analytics

Topic 3: Practical Strategy – Act

  • Improve website customer journeys
  • Define data capture and profiling
  • Define content marketing strategy
  • Define landing pages
  • Define campaign budget
  • Define data capture and profiling
  • Define campaign timeline

Topic 4:  Practical Strategy – Convert

  • Set up email nurture and retargeting
  • Set up ad retargeting
  • Web personalisation
  • Multichannel selling
  • Conversion optimisation

Topic 5: Practical Strategy – Engage

  • Customer onboarding and growth
  • Improve digital customer experience
  • Customer service and success
  • Use email to support marketing campaigns
  • Use social media to support marketing campaigns
  • Post-campaign review

Roles who will find this Learning Path useful

  • Company owners and directors working for smaller businesses
  • Managers responsible for increasing the contribution of digital channels in their organisation, including Digital Director and digital marketing managers
  • Heads of marketing including CMO, VP of Marketing, Chief Customer Officer, and Marketing Director
  • Digital marketing managers or marketing executives or specialists responsible for email marketing
  • Consultants or agency account managers