POPULAR TRAINING TOPICS

• Understand the key ROI models to assess Digital investment
• Ask the right questions when it comes to digital investment
• Apply best practice measurement and ROI principles
• Evaluate digital investment in conjunction with other forms of marketing investment
• Evaluate the right attribution model

• Go under-the-hood with hands-on exercises using Analytics tools to unearth insights
• Introduction to key dimensions & metrics  
• Use data and analytics to improve the performance of campaigns and business initiatives
• Practice the right questions to ask
• Develop an understanding of the jargon/multitude of terms  
• Learn from case studies on how analytics drive decision making

• Use people’s digital and online behaviours to discover powerful insights about their needs, preferences
• Hands-on: Use digital tools and technologies to discover consumer insights
• Interpret search, social & owned asset behavioural data to strengthen business and marketing initiatives
• Understand how digital insights enhance business and marketing plans
• Bring together data, insights and hypotheses to create a deeper understanding of prospects and customers
• Learn from case studies on how global companies leverage data driven insights to drive powerful outcomes

• Understand the role of MarTech and first/second/third party data to drive stronger marketing performance
• Use business-driven use cases to learn more about critical marketing technology including:
  • Data Management Platforms (DMP)
  • Content Management Systems (CMS)
  • Digital Asset Management (DAM)
  • Campaign Management Tools
  • Web & Mobile Analytics
  • Testing & Optimisation tools 
• Know enough about the technology stack to ask relevant, more insightful questions
• Go ‘under-the-hood’ to demystify the technology and jargon
• Orchestrate your brand and martech partners more effectively as a team

• Frameworks to help identify digital-led opportunities across the business  
• Frameworks to ensure all digital activity strengthens the core business purpose and starts and finishes ‘on-strategy’
• Understand digital channels well enough to ask the right questions that drive higher ROI
• Evaluate digital channel choices that are right for brands and business 
• Understand fundamentals of digital analytics and attribution models
• Assess ROI from digital channels

• Mapping the role of digital initiatives in overall marketing mix
• Linking back initiatives to overall brand and marketing objectives
• Balancing the roles of Paid, Earned, Shared and Owned media
• Identifying the right KPIs and metrics to calculate ROI
• Putting in place monitoring and reporting tools to measure and optimise

• Apply media allocation models across Paid, Earned, Shared and Owned channels based on brand objectives
• Go beyond the jargon to understand the essential principles of how media performance across channels is measured 
• Ask right questions to evaluate if a media plan is efficient, sufficient & effective  
• Gain familiarity with essential terminology and metrics to assess media plans and reports

• Understand how digital impacts all elements of the marketing mix
• Set the right objectives for a digital strategy 
• Apply strategic digital planning models to unlock possible opportunities for the business
• Assess and analyse consumer insight and competitor intelligence  to guide strategic plans
• Replacing 4Ps with key customer-centric frameworks that can help businesses prosper in the age of digital innovation

• Learn the models to monitor Brand Health and Reputation
• Appreciate the research methodologies and its strengths and assumptions
• Interpret data to derive insights
• Lead the planning process of converting insights into brand strategy and action plans

• Become confident in the fundamentals of key digital marketing disciplines and how they fit together to deliver business and marketing objectives
• The role of key channels like social media, search, owned media properties and CRM
• Essentials of balancing Paid, Earned, Owned and Shared channels
  Use of analytics to optimise and improve the return on marketing investment

• Evaluate different digital business models prevalent today
• Decision making models to help offline sales move forward with e-commerce & m-commerce
• Helping B2B companies understand the impact of digital lead generation & nurturing
• Assess strengths and opportunities for each of the models provided
• Apply frameworks to evaluate what could work for your business 

• Sharpen the objectives for transformation and desired impact
• Select the right strategies for digital transformation 
• Map out the scope of digital transformation needed in your business
• Ask the right questions to plan digital investment  
• Outline the transformation roadmap
• Assess impact on stakeholders, operations and technology

• Understand techniques on how to create and assess customer and stakeholder segments
• Learn best practice techniques on how to unearth insights on buyers’ needs
• Use proven frameworks to create value propositions and messaging structures that resonates with the audience
• Tips and techniques to overcome buyer resistance and objections
• Learn attribution metrics to link messaging and marketing activity to desired actions and outcomes

• Selecting product portfolios for e-commerce success 
• User experiences that maximise conversions
• Tactics and techniques to increase Average Order Value 
• How to drive repeat business and advocacy
• Understanding the key ecommerce platform opportunities and limitations
• Using on-platform paid media opportunities smartly
• Being found on the shelf – maximising on-platform search performance
• Using data and analytics to drive better conversions and lifetime values

• Use frameworks to determine what content should be created, how often and at what points of the consumer journey
• ​​Strategically assess the types of content needed at each stage
• Learn best-practice content engagement strategies across channels
• Unlock the secrets to make content people love to share
• Learn strategies and best practices for content curation and co-creation  
• Evaluate different methods to assess ROI from content initiatives
• Understand how marketing technologies help sharpen the content offering

• Use generative AI to create on-brand images for packaging, e-commerce, social media

• Use AI versioning tools to create multiple versions of images and videos for cross-platform use

• Convert long form content into engaging social media content

• Use AI-driven innovation to amplify the role of influencers and avatars

• Leverage best principles of paid online creative execution to create thumb-stopping content 
• Understand the differences in creative approach for different channels and opportunities
• Compare and contrast different executions for effectiveness 
• Get hands-on in creating paid ads to appreciate the trade-offs to be taken between consumer engagement and brand push

• 4 key steps to running a paid social media campaign effectively
• Social media tools and innovations to help drive better social media performance 
• Hands-on: Go under-the-hood of social media platforms to demystify them; go beyond the jargon (done this across a multitude of social media platforms)  
• Platform-specific content best practices 
• Taking decisions based on social media analytics; calculating ROI

Emerging and innovative social media opportunities for brands

• Essentials on how organic search works
• Importance of keywords – analysis every marketer should understand
• How search engines work 
• Under-the-hood to understand how to improve search ranking of your content  
• Formulate on-page and off-page optimisation SEO strategies
• Evaluate key search performance metrics and optimise them

• What SEM is, and how it fits in the overall search strategy
• Under-the-hood of how paid search works
• Managing key elements like Quality score & the auction
• Apply advanced audience layering strategies to your paid campaigns
• How to evaluate and optimise key SEM metrics

• How to identify credible influencers including using useful tools and services
• Strategies to drive organic growth through influencers
• Engaging, contracting and managing influencers
• Analysing data-driven insights on influencer performance

• Understand the role of brand activation and experiential marketing in today’s marketing ecosystem
• Identify the key pillars of a successful experiential activation
• Learn how to amplify the online surround sound of offline events
• Integrating activation and experiential initiatives within the overall marketing mix
• Setting the right KPIs and metrics to gauge ROI

• Demystify Programmatic media to understand its critical role 
• Go under-the-hood to learn how demand-side-platforms are set up to help your campaign goals 
• Learn how brands maximise its effectiveness at different stages of the funnel 
• Essentials of brand safety and Viewability

• What CRM is, and why it is important
• Strategies to acquire consumer data you need for CRM
• A Relationship Marketing Framework to plan and execute CRM effectively
• Strategic and implementation considerations for choosing channels 
• How to create effective consumer engagement across different channels 
• Go under-the-hood of Martech platforms like Salesforce to understand how to leverage technology and Artificial Intelligence (AI) to activate CRM across channels
• How to know if you are doing CRM well – KPIs and metrics

• How to appreciate the benefits of orchestrating multiple channels in a holistic way 
• How to apply a process to make thoughtful channel choices when planning campaigns
• Creating orchestration journeys for maximum impact
• Setting both strategic and executional KPIs and metrics  
• Some critical success factors to apply the thinking consistently and successfully