Exhibit  Internal Linkages and On Page Optimization.


This 2-day hands-on training programme on Digital Marketing and Advertising is designed to make participants more effective in developing and executing digital marketing strategies.

This webpage provides the key elements and the general framework for the Digital Marketing Workshop. The programme, however, is custom designed for corporations; the schedule and venue vary in accordance with preferences, and the duration is usually 2 days.

Click here for enquiries/registration.

Very often marketers are building cyber assets — websites, blogs, Facebook pages, LinkedIn profiles, YouTube brand channels and so on — only because everyone seems to be doing so. Not much thought goes into the strategy or the execution. The outcome is a collection of disconnected properties that diffuse and disorient their brand, and confuse customers.

It is crucially important that before you implement anything on the internet, you have a cohesive strategy that integrates all offline and online brand assets, such that all the elements play well-coordinated, yet distinct roles. That your brand’s communication and imagery remains intact as customers move across the media platforms, yet each channel contributes incrementally to its equity.

This workshop will help you achieve these outcomes. It will give you a clear understanding of the building blocks that constitute digital marketing, and equip you with the tools, the techniques and the knowledge to develop cohesive market strategies, and prepare and execute effective digital marketing campaigns.

It combines well with the Digital Marketing eGuide, which charts out a well-structured learning agenda that is adopted in the workshop.

Learning Objectives

Exhibit   Hindustan Unilever’s Sunsilk website offers tips on hair care.

With the goal of making you more effective in developing and executing digital marketing strategies, this workshop will help you:

  • Perceive how the internet has transformed the way brands engage with consumers, and appreciate the new rules and perspectives.
  • Understand how to adapt.
  • Embrace the tools and techniques required to succeed in the new media environment.
  • Learn to develop and execute digital marketing plans, including aspects such as website building and optimization, development of content scheme, use of social media, advertising, conversion and nurturing leads, and tracking and monitoring.
  • Learn the fundamentals and vital concepts of advertising and communication. Gain a sense of how advertising works, and what mechanisms work best for different marketing objectives.
  • Learn how to assess and evaluate the performance of digital marketing campaigns through behavioural and attitudinal engagement metrics and measures, and make use of a broad spectrum of digital and consumer analytic tools and techniques.
  • Gain an understanding of how analytic techniques and research processes are being refined and re-engineered, in the multi-media environment of marketing and advertising.


Given its focus on the practice of digital marketing, the workshop is tailored to the needs of marketing professionals, across both consumer and business markets.

It is also useful for professionals in other functional areas who need to adapt as their organizations digital marketing.

Workshop Outline

The workshop comprises of a number of sessions, each designed to achieve one or more of the learning objectives.

Dos and Don’ts of Social Media Marketing

Through a case study, this session imparts an appreciation of the use of social media to understand consumers’ preferences, and role in revitalizing a mega brand. Participant learn the strengths and limitations of user-generated content for taking business decisions. They also grasp the complexities of managing a brand public relations crisis in the context of social media.

The New Media

Exhibit   Spurred by the new media, we are seeing the rise of populist
politicians (Photo courtesy of IE Humanities Center, IE University).

Ordinary people empowered with the social media are interacting and collaborating with increased speed, reach and effectiveness. This has had a profound impact on society, changing the political, economic and cultural landscapes across the globe.

This session imparts an understanding of the impact this has had on governments, markets and society as a whole. It highlights key lessons for marketers, and outlines how the rules and perspectives have changed.

The session also discusses concepts such as social listening, social cloisters, permission marketing, inbound and outbound marketing, buzz marketing, co-creation and crowd sourcing, and the ability in the virtual world to ride the long tail of product offerings.

Through these discussions, participants gain full appreciation of how the marketer’s mind-set must change to succeed in the social age.

Digital Marketing — The Mechanisms and What it takes to Succeed

Exhibit   GoPro’s brand channel showcases Karma.

Marketers must adapt. As they embrace digital marketing, they need a multi-media strategy to attract, convert and retain customers. On the web, they must draw customers by serving useful, relevant and interesting information. This contrasts with conventional media, which involves different forms of “buying” attention to push products to customers.

Through an understanding of the opportunities and threats, and the new frameworks, tools and techniques, this session imparts an understanding of how to succeed in the digital era.


Exhibit  People get together and converse on social platforms.

Consumers are creating content and uploading it on a variety of online media platforms. These platforms are increasingly becoming the “places” where people get together and converse. All over the world they are communicating online on social networking sites like Facebook, microblogging services like Twitter, content sharing services like YouTube and Instagram, and LinkedIn, the business and employment-oriented networking site.

The wide range of facilities and features that these sites offer, make it easy for users to expand their network, and create and share content with friends. Social is highly conducive to viral marketing; it can fuel and propagate campaigns to generate considerable buzz and awareness for a brand.

From the consumer marketers’ perspective, since this is where their consumers are hanging out, it is where they should engage with them. Most networking sites provide the means for doing so.

This session covers some of the leading social sites including:

  • Facebook
  • Twitter
  • YouTube
  • LinkedIn

Focussing mainly on the use of these platforms for digital marketing, the session dwells on organic and paid advertising, the advertising options and formats, and the effective use of the distinct platforms for advertising, and engaging and connecting with consumers.


Exhibit  Keywords, both long and short, are the cornerstones to success on search platforms.

This session pertains the two fundament approaches — Organic and Paid — to improving a site’s rank on search engine result pages (SERPs).

Paid search marketing falls under the purview of Search Advertising. These ads are sponsored links that appear at the top, bottom or alongside SERPs.

The process of organically drawing traffic to your online properties, called Search engine optimization (SEO), encompasses technical and creative approaches to attracting traffic by improving SERP rankings, seeking customers’ attention, helping search engines comprehend the topic of your web pages, and making it easier for crawlers to find web pages.

Search Engine Optimization

Exhibit  Search engine optimization process.

Securing a high rank on search platforms is of such enormous interest that a completely new industry emerged in the early 1990s. Referred to as search engine optimization (SEO), it helps marketers optimize their websites for search.

SEO is the process of boosting the ranking of a site on search result pages. It is of crucial importance because the ranking greatly affects site traffic. Most users do not look beyond the first result page, and the higher a site ranks on this list, the higher the probability the user will visit the site. According to Google 94% of users click on a first page result and 35% click on the top result.

This session imparts an understanding of the SEO processes — strategize, optimize and review — outline in Exhibit. It explains on page and off page optimization, imparting an understanding of how to increase inbound traffic and how to improve in-site retention.

Web Analytics

Exhibit  A web analytics platform.

Web analytics is the analysis of the behaviour of internet users. It serves the following key objectives:

  • Monitor the health of a website — Track and measure web traffic to assess performance vis-à-vis benchmarks and metrics.
  • Improve effectiveness of the website in terms of conversion rates and other performance parameters by means of controlled website tests.
  • Improve effectiveness of elements of the marketing mix. For example testing/evaluating digital marketing campaigns.
  • Web analytics tools use information from logs, cookies and/or page tagging processes to segment site visitors and track their progress down the prospecting funnel, from leads to enquiries, enquiries to prospects, and prospects to customers. They track conversion rates at each stage of the prospecting funnel.

This session dwells on these ongoing web analytics processes that help marketers achieve the above mentioned objectives:

  • Data Collection — Server (Web) Logs, Page Tagging.
  • Data Processing — Metrics.
  • Reporting — Analysis and Visualization.
  • Industry Benchmarks and Competitive Intelligence.
  • Optimization.

Marketing, Advertising and Advertising Analytics

Exhibit   Case Example — Coke Zero launch.

The session covers the fundamentals of marketing and imparts an understanding of the ingredients that make advertising effective and impactful.

It reviews the imperatives in advertising analytics, and how the key facets — audience measurement, engagement measurement and market response modelling — of advertising are tested and measured.

Exhibit   Measuring Advertising Effectiveness.

With emphasis on digital, it imparts an understanding of how digital audiences are measured, how that compares with conventional advertising, and the challenges of total audience measurement.

Digital Marketing — Planning and Execution

Exhibit  Digital Marketing Funnel.

The session provides a systematic guide to executing digital marketing plans. It covers the key aspects including website development and optimization, content scheme, use of social media, paid advertising, conversion scheme, and tracking and monitoring.

Participants examine websites, their company’s site or, for instance, the HomeFinder site, in the context of the digital marketing opportunities and strategies, website design practices, and the websites’ objectives. They reflect on the positive aspects of the site, and on the areas that need improvement, concluding with actionable recommendations.