Obiettivo del percorso è quello di sviluppare di una strategia avanzata di Digital Marketing annuale. Il corso darà rilievo alle applicazioni dei concetti e degli strumenti per ottimizzare e analizzare siti web, contenuti & aziende attraverso decisioni guidate dai dati basate su:
Mobile First, Multivariate Branded Content & Website,
Conversion rate optimisation (CRO),
Effective User Experience (UX) & Information Architecture (IA)
Digital Analytics – Google Analytics (GA)
Si costruirà una content Marketing Matrix avanzata per canali rilevanti di Digital Marketing, e si effettuerà una Pianificazione di un Content Mix Avanzato per Blog Strategy (Sub-Segmento della Digital Strategy Annuale)
Situation analysis
Swot analysis
Competitors analysis
Target audiences
Primary persona
Secondary persona
Reach & value positioning matrix
Primary persona’s customer journey, insights & recommended actions
Website, content & marketing channels Audit
Introduction to Conversion rate optimisation – CRO
Introduction to Information Architecture – IA
Introduction to User experience – UX
Introduction to Web/Digital Analytics
Web Analytics Measurement Model
Qualitative & Quantitative Data
05 types of Data
KPIs & attributes of good KPIs
Metrics vs KPIs
Set up
Filters
Reports
Segmentation
Audience
Acquisition
Behaviour
A/B testing vs Multivariate Testing
Competitive Intelligence
Goals
Funnels
Google AdWords in GA
Google Tag Manager
Campaigns, Events, Goals & Conversions Tracking
Micro & Macro Conversions
Multichannel Attribution
Attribution Modelling
Google Data Studio
Digital analytics (Google Analytics) for website optimisation
Digital analytics (Google Analytics) for content optimisation
CRO, UX & IA for website & content optimisation
Smart Goals – RACE – (Reach, Act, Convert & Engage)
brand awareness
acquisition & engagement (lead generation & nurturing)
conversion
advocacy
Consumer’s buyer’s journey
Marketing funnel
Content types
Content marketing matrix
Digital marketing channels
Social media marketing channels
10 Content Themes
25 Content Topics & Key phrases
30 Content Types
Influencer marketing
Develop, Optimise, Track and Analyse 02 Campaigns
1- Search Engine Optimisation, Blog & Analytics
2- Search Engine Marketing with AdWords & Analytics
Annual Editorial Calendar
Annual Action Plan
Annual Budget Plan
Data, Insights & Analytics
Channels
Objectives achieved by Channels
Strategies
Metrics
KPIs (Key performance Indicators) and Targets
Source & Frequency
Dashboards
Weekly Tactical dashboard
Monthly Strategic dashboard
240 ore