Course overview and introduction
The Coronavirus (Covid-19) pandemic has disrupted many lives and companies and brought new challenges to the business environment. During these uncertain times, businesses should seek new ways to reach customers and influence their behaviours. Marketing must become a crucial part of any company strategy with digital at the heart of the marketing team’s efforts.
B2B marketers are up against a new reality and its only constant is change. Unable to rely on their best performing marketing channels such as events and direct marketing, marketers need to equip themselves with advanced digital marketing knowledge to ensure they can face the new status quo.
Speed, agility and pragmatism should shape marketing strategy as customers move to virtual engagement and demand generation becomes entirely digital. Marketing leaders and their teams should work on the right digital journeys for their customers and continue to be perceived as trusted brands.
This course is designed to give you a practical guide to take your digital marketing strategy and plan from strength to strength, whilst driving efficiencies through automation and optimisations.This will help you identify the steps in your digital transformation, embed the right process and governance, and apply the right measurement and attribution techniques to achieve success and accelerate demand generation and customer retention targets.
Aims of the course
The overall aim is to offer marketers a practical guide, skills and insights to advance their digital efforts and become highly effective when generating measurable impact on their company’s bottom line by driving commercial success.
Who is the course for?
This is a practical course for anyone involved with management of digital strategy at all levels who need to develop an understanding of channel efficiencies, technology, tools, tactics and measurement of digital success.
You may be working client side or agency side, either in a digital marketing or broader marketing role. A beginner’s digital marketing knowledge is required.
Benefits of attending the course
The course will benefit both attendees and their organisations as it will enable marketers to demonstrate how to future-proof their marketing using digital strategy, technology and tools effectively. Provide a better understanding of effectively using digital marketing strategy, tactics and different tools, allowing them to play a more active part in helping their organisations succeed in their strategic objectives.
Attendees will receive a certificate detailing that they have successfully completed the course.
- Digital transformation framework
- Developing omnichannel strategy
- Types of attribution and understanding marketing success
- Marketing automation and integration with other digital channels
- Audiences – finding and targeting the right customers through digital platforms
- Personalisation of the digital touch points to improve customer journeys
- Legal and compliance – GDPR, FCA guidelines and processes
- Process and governance to avoid digital silos
Teaching and Learning Strategy
A relevant range of learning methods will be used depending upon the delivery channel, but will include:
- Seminars and tutorials
- Group work and discussions
- Case studies
Delegates are encouraged to bring their real-life challenges and examples to the group work discussion and send them in advance, so our trainers can help illustrate different solutions suitable for different business situations.
Intended learning objectives (ILOs)
By the end of the session marketers should be able to:
- Understand how to successfully embed digital transformation in a company during Covid-19 and mapping key stakeholders in the process including legal and compliance teams.
- Learn how to integrate omnichannel strategy with audience personalisation at the heart of customer journeys to drive inbound leads for their business.
- Rationalise and centralise marketing technology stack to automate their marketing processes, personalise customer journeys and the correct way of measurement and attribution of marketing efforts and success.
Lilia is the Head of Digital Marketing at Bionic, a digital pure-play helping SMEs across the UK with their business essentials, insurance, and finance. Lilia is responsible for shaping and executing the company’s omnichannel strategy with a particular focus on transformation, customer acquisition, and media.Lilia offers a unique and balanced perspective to digital marketing leveraging her diverse experience spanning both B2B and B2C roles across multiple industries FMCG, Travel, Publishing, Utilities, and Financial Services.
Lilia has a track-record in performance marketing, increasing revenue and sales across the board by implementing digital transformation hand in hand with marketing strategy. Her winning focus on branding and performance has brought her multiple digital marketing awards and a Rising Star in Performance Marketing nomination.
She is frequently invited to share her passion for marketing, creativity, and digital innovation at world-class marketing events; and often consults other businesses on overcoming complex digital marketing challenges.