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Digital Marketing


"The success of every company lies in its customer base."

EVERYTHING you need to stay on the leading edge of digital marketing and use innovative tools to get real business results.
Many business professionals, marketers and PR leaders don’t understand digital marketing – yet it is the highest growth area in business and one of the leading ways that businesses and organizations are transforming. Staying up to date on the latest marketing skills is vital to your career success. This Digital Marketing Workshop will cover everything you need to successfully create and execute a digital marketing strategy for your organization.

We’ll show you exactly how to use digital marketing tools to drive business results and keep you on the leading edge of business change.

Topics Covered:

Definition, purpose and scope of digital marketing
Introduction to Internet Marketing
Websites and their impact in Market
Understanding the impact of digital marketing on business
Definitions, history and development of digital marketing
Building customer relationships online and permission marketing

Planning, Strategy and Testing

Best practice approaches to online campaign planning
How to determine the optimum mix of digital marketing tools
Campaign, offer and messaging strategy Integration and multi-channel marketing
When to test, and what to test Learning by doing (better and better)

Search Engine Marketing (SEO and PPC)
How search engines work
Keyword research analysis and tools
SEO: Link building techniques and how they help your rankings
Pay-Per-Click advertising: the essentials
Optimizing your Adwords campaign (keywords, bid strategy, ad copy and creative) for maximum ROI
Improving landing page conversion rates

Email Marketing

An overview of the email marketplace The role of ESPs (email service providers)
Threats and challenges for email marketers
Segmenting your database: eCRM Increasing your open and click-through rates
Email design & development do’s and don’ts
Staying within the Law

Social Media
The ‘Big Four’: Facebook, Twitter, LinkedIn, YouTube Social listening and sentiment analysis Getting
hands-on: Organizing Social Media: internal structures/ responsibilities, work-flows
A strategic approach to social media

Mobile Marketing and Apps
A look at the mobile landscape and its huge growth
Running Ads on Mobile devices HTML5 and the mobile web
Location-based services: why, what and how

Usability & UX
Copy and Design: creating information architecture that delivers
Principles of the Customer Experience
What is User-Centered Design? Best practice methodologies
The importance of User Testing

Web Analytics and Metrics
Launching your website is just the beginning
Onsite analytics : the main platforms The analytics dashboard
Setting up your conversion funnels
What to test and how to test
An iterative approach to optimization

Online Display Advertising

The display ecosystem: media agencies, publishers and ad networks
Ad formats: from traditional to new
Creative considerations: interruptive or permission-based?
Latest display advertising trends

Duration: The duration of this workshop will be two consecutive days, with eight hour session each day in a total of sixteen hours properly divided into theory and hands on sessions.



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