Overview
Ninety-nine percent of the population in Qatar uses the internet! Brands that are not effectively leveraging digital media to reach their customers are fast losing out to their competitors who are.
Digital media can help brands like yours reach customers much more effectively and efficiently than most forms of traditional media. If you want to learn the tactics and strategies to use this powerful medium effectively to get new customers and retain them, then this Digital Marketing Masterclass is for you!
The Masterclass helps delegates harness the power of digital media to drive brand awareness and visibility as well as customer acquisition and retention. Delegates will get a holistic understanding of all digital media platforms and learn how to use them to engage customers and increase revenue.
The course will cover all key areas of digital marketing including Search Engine Optimization, Search Engine Advertising, Display Advertising, Video Advertising, Programmatic Advertising, Email Marketing, Mobile Marketing and Social Media Marketing.
The Masterclass will have practical exercises for attendees to get a hands-on experience and will be discussion-oriented to keep the sessions lively and engaging. The course will also empower delegates with actionable insights as well as the latest trends in digital media and how they can stay updated with them going forward.
Training Topics
DAY 01
Introduction & Context Setting-15 Mins
Module 1: Digital Marketing Orientation-90 Mins
• Introduction to Digital Marketing
• Why care about Digital Media: Opportunities and Trends
• Introduction to Owned, Earned and Paid Media
• Introduction to key digital marketing techniques
• The Digital Media Mix - Overview of the digital marketing universe
• Key terminology used in digital marketing
Module 2: SEO (Search Engine Optimization)-150 Mins
• Role of SEO in digital - Why it is important
• On-Page SEO Success Factors and Techniques
• Exercise: Checking site speed using Think With Google TestMySite tool
• Exercise: Conduct a quick on-page audit for your website
• Off-page SEO Success Factors and Techniques
• Overview of Link-Building Techniques
• Exercise: Finding Domain Authority and doing a competitor comparison using Moz
• Common SEO Misconceptions
• Latest Trends in SEO
• KRAs to measure success
Module 3: Google Ads (Search Engine and Display Advertising, Remarketing)-150 Mins
• How online advertising works - The auction and bidding process
• Role of SEM in overall digital
• Introduction to Google Ads
• Key Benefits of Advertising on the Google Display Network (GDN)
• Audience Targeting Capabilities on GDN
• Display Campaign Best Practices
• Best practices for Google Ads
• Remarketing - Benefits and best practices
• KRAs to measure campaign success
• Latest Trends to leverage and ways to stay updated with them
• Relevant case studies and success stories from the GCC region
• Exercise - Plan a campaign using the Google Keyword Planner
DAY 02
Module 4: Programmatic Advertising- 60 Mins
• What is programmatic advertising
• The Programmatic Advertising Ecosystem
• Programmatic Advertising Terminology
• Programmatic Advertising vs Standard Display Advertising
• Advantages of programmatic advertising
• Limitations and challenges with programmatic advertising
• The Google Programmatic Ecosystem
Module 5: Email Marketing- 90 Mins
• Why email marketing is still relevant in 2019
• The importance of list building
• List building strategies
• Tools for list building and email marketing
• Email marketing best practices
• Email marketing success metrics
• Exercise - Audit your current email marketing campaigns
Module 6: Introduction to Marketing on Social Media-30 Mins
• Overview of Social Media
• Introduction to all Social Media Channels (Facebook, Twitter, Instagram, LinkedIn, Snapchat &
Pinterest) and their Primary audience characteristics, Business Objectives they are suitable for
Module 7: Facebook Marketing-Part 1-Facebook Pages-90 Mins
• How Facebook works - Understanding the Facebook Newsfeed Algorithm and key algorithm parameters
• Facebook Page Best Practices
• Analytics on Facebook
• Facebook Video Best Practices
• KPIs to measure success
• Relevant case studies and success stories from the GCC region
• Exercise - Finding what content is working and measuring content success through
the Facebook Insights tool
Module 8: Facebook Marketing-Part 2 – Advertising On Facebook-120 Mins
• Introduction to Facebook Advertising
• Facebook ad campaign structure
• Audience Targeting on Facebook Ads - Promoting content to the right audiences
• Ad placements on Facebook
• The Facebook Pixel
• Custom and Lookalike audiences on Facebook
• Using Facebook Ads for effective and targeted content distribution
• The end-to-end process of creating a Facebook ad campaign
• Facebook ad campaign optimization
• Exercise - Create a Facebook ad campaign promoting your brand content to a specific
relevant target audience
Key Information About the Course
Level: Master Class
Duration: 4-Day Programme
Date: 9th-12th December 2019
Fee: 7500QAR
Awarding: Excellence Training Centre
Contact: +974 7442 2210 | +974 7060 3669
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DAY 03
Module 9: Instagram Marketing-120 Mins
• Instagram for news content distribution
• Analytics & Measurement on Instagram
• Instagram stories - The shift from scroll to stories
• Instagram Best Practices
• Tools to create great images and videos for social media
• Tools for image and video editing
• Exercise - Make a list of strategic hashtags that you will use on Instagram, to drive visibility for your content
Module 10: Linkedin Marketing-120 Mins
• An introduction to LinkedIn and what active users do on the platform
• How to use LinkedIn effectively for personal branding
• How to build a LinkedIn profile that stands out from the crowd
• Exercise - Optimize your LinkedIn profile to make it stand out from the crowd
• What are LinkedIn company pages and how to create one
• The effective use of company pages for brand marketing
• LinkedIn Page Analytics
• How to use LinkedIn’s advanced search functionality
• LinkedIn Premium
• LinkedIn Ads
• Exercise - Create a LinkedIn ad campaign promoting your brand content to a specific relevant target audience
Module 11: Mobile Marketing-60 Mins
• Overview and role in overall marketing
• The importance of mobile marketing
• The Mobile Marketing Toolkit
• Mobile Marketing Do’s & Don’ts
Module 12: Leveraging Youtube for Effective Distribution of Content-Part 1- Youtube Channel and Youtube Seo - 90 Mins
• Video Marketing Trends
• Changing trends in video consumption
• Introduction to Video Advertising
• YouTube Video Best Practices
• Video SEO
• Exercise - Optimizing an existing video on the YouTube channel from a
YouTube SEO perspective
DAY 04
Module 13: Leveraging Youtube For Effective Distribution Of Content-Part 2-Youtube Advertising-120 Mins
• Creating a YouTube ad campaign
• Audience targeting on YouTube
• Using YouTube for sequential content distribution
• YouTube ad types
• Exercise - Creating an ad campaign on YouTube using Google AdWords
Module 14: CONTENT CREATION FOR DIGITAL MEDIA – BEST PRACTICES FOR ALL PLATFORMS – 90 MINS
• Fundamentals of copywriting for marketers
• The impact of copy and creative on campaign success
• Website content best practices
• Examples of great email newsletter copies
• Writing Facebook and Google ad copies that convert
• Creative and copy best practices for social media
• Exercise – Audit your website and latest social media campaign and make a list of improvements you can make to increase performance and conversion rates
Module 15: DIGITAL MARKETING TOOLS – 90 MINS
• Digital Marketing Tools
• Google Trends
• Google Alerts
• Buzzsumo
• Ritetag
• Facebook Pixel Helper
• Google Tag Assistant
• Buffer
• Hootsuite
• Bit.ly
Module 16: ANALYTICS & MEASUREMENT – 90 MINS
• Framework for ROI Measurement
• Introduction to Google Analytics
• How to use UTM Parameters
• Simplifying site-tagging with Google Tag Manager
• Measurement tools across platforms
• KPIs to measure across platforms for various objectives
Discussion, Q&A, Feedback and Closure-30 Mins
Key Takeaways From The Workshop
• Get a detailed understanding of all key digital platforms and channels, their nuances, audiences, analytics and best practices
• SEO
• Online Advertising – SEM, Display, Video & Programmatic advertising
• Email Marketing
• Mobile Marketing
• Social Media & Content Marketing
• Know and measure the right metrics based on campaign objective, to help measure ROI.
• Learn how to create and evaluate effective digital media plans
• Learn the latest trends in digital marketing and ways to stay updated with them
• Know how to create great digital campaigns that would help you drive business results for your business/organization
Is This Course For You?
This Digital Marketing Masterclass is designed for people responsible for driving brand awareness, visibility, engagement and customer acquisition at their organizations.
This course is for Marketing professionals, Marketing Executives, Marketing Managers, Marketing Directors, Brand Managers, PR and Communications Specialists and Business Owners, from start-ups to established enterprises
How Will You Learn?
• Hands-on experience of all digital marketing and advertising platforms
• Case Studies and Success Stories from other local and global brands
• Discussion-oriented sessions
• Group exercises
• Video examples
• Fun live quizzes
• Self-assessment and action planning
• Bring a laptop or tablet for the hands-on exercises and research. Paper and pen will be provided to make notes.
• Internationally experienced Course Director
Rohit Uttamchandani is one of India’s leading digital consultants. He has helped multiple clients across various sectors (real estate, healthcare, finance, retail, ecommerce, CPG and B2B) craft their digital strategy, scale their online presence and leverage digital media to achieve their business goals.
Rohit is also a speaker at digital marketing conferences and events. Owing to his extensive experience in the digital marketing space, he has been featured twice in a series of talks on NDTV Profit, centered around the effectiveness of digital marketing for the real estate sector.
As a lead trainer at Digital Vidya, he has trained over 4000 professionals including entrepreneurs and senior level marketing executives in digital marketing and strategy. He has also conducted basic and advanced digital marketing workshops for leading corporates including the Mahindra Group, Dr. Reddy’s Laboratories, Viacom18, Sony Pictures Networks, Aditya Birla Group, Airtel, HP Enterprise, Discovery Communications, Jones Lang Lasalle and Dassault Systems.
A new technologies evangelist, he is immensely passionate about everything tech and digital and loves sharing his knowledge with anyone who is eager to learn. This, combined with his strong interpersonal skills, helps him make his training sessions interactive, informative and fun.