1

Understand the impact of digital for business

• Know the four phases of digital marketing evolution: From search engines to the Internet of Things, etc.
• How technology is deeply changing consumer habits.
• Analysis of the Gartner Hype Cycle.
• The necessary transformation of companies in the digital age and the impact on marketing.
• Focus on the six pillars of digital transformation according to McKinsey.

2

Integrating digital into marketing strategies

• Integrate digital into your marketing/communication strategy.
• The BTC methodology: from auditing to action plans on different touchpoints.
• Identifying the challenges of digital for brands and the importance of becoming digital-friendly.
• Understand the notion of a brand platform in the digital age.
• Moving from exposure to engagement.
• Implementing an integrated action plan and identifying synergies with traditional touchpoints.
• Examples and success stories of digital integration.

3

How digital marketing is changing in the age of data

• Moving from emailing to a multi-channel relationship program.
• Introduction to marketing automation and the new possible scenarios.
• Different types of data available to companies.
• Differences between E-CRM, CRM, Social CRM, Open Data, 1st party, 2nd party, 3rd party, etc.
• The revolution in online advertising: from media planning to audience planning and programmatic.
• How buying patterns are changing and the new possibilities of targeted marketing.
• Setting yourself up to tackle the new challenges and opportunities that data enables for digital platforms.
• Use a Data Management Platform (DMP) or a Customer Data Platform (CDP).
• The technical, business and legal dimensions of these platforms.

4

Setting up an effective site

• Concepts of defining and building a website: personas, UX design, development language, etc.
• Impact of mobile usage on websites.
• Differences between mobile first, mobile only, responsive site and mobile application.
• Determining relevant indicators to monitor and control the performance of your site.
• Identifying the tools for collecting information and giving meaning to your indicators.
• Moving from reporting to optimizing your site.
• Optimizing the customer experience on your site with A/B testing tools, personalization tools, surveys, etc.

5

Improving your SEO

• Basics of organic SEO.
• How the Google algorithm works.
• SEO techniques: coding, relevance of the content, netlinking, etc.
• How paid search works.
• How the Google Adwords platform works: definition of bids, display in the results, etc.
• Different ways of targeting with Google Adwords: geographical, time, retargeting, etc.
• Available features: call to action, store visit, etc.
• Synergies between organic and paid search.

6

Optimizing the use of social media

• Latest trends in social media and networks.
• Setting up a social media presence strategy: Which social networks to choose and what content to produce?
• Developing relevant conversational schedules.
• Managing and controlling your social media: the main tools to know.
• Examples and best practices of marketing strategies on social media.