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Digital Marketing – Critical Success Factors

  • PRO
  • English
  • Marketing
  • 199
  • Certificate included

What is the course about?

Are you under pressure to reach better results with your digital marketing? Do you sometimes struggle to measure the impact of your digital marketing activities? Do you have a hard time keeping up with the rapid changes in the field?

No wonder. Digital marketing has never offered more opportunities to engage with customers and sell products & services - but at the same time, it has never been more complex.

By interviewing leading experts and explaining key concepts, we unlock the critical factors that make digital marketing communication successful - independent of specific strategies and channels.

Our guidelines will help you to cut through complexity and structure your activities. We will focus on the crucial elements in each discipline and give you useful tips for your daily marketing efforts.

Join this course to take your knowledge to the next level with the skills that underpin every effective digital marketing strategy in today’s complex marketing reality.

What is included in this course?

By enrolling in this course, you will gain access to:

• All Course Material
• Challenging & Fun Assignments
• Interactive Global Community
• Flexible Time Management

Upon completion of this course, you will receive:

• A Statement of Participation

In addition, this course offers flexible time management. With a workload of 12-16 hours, the suggested course length is about 4 weeks. If you can’t spare 3-4 hours a week or would rather finish the course faster, you can do so as well. Take as little or as much time as you need and complete the course at your own pace.

What will you learn?

This course will teach you about the critical factors that underlie every successful marketing strategy. You will learn about the new marketing reality and how it affects the way you should design your online marketing activities. We will introduce you to the mind-set of effective digital marketers such as acting agile and operating performance driven. We will teach you about the ideal campaign setup, show you how to improve conversions and how to measure success.

  1. The new marketing reality

    • 5 key drivers in the media landscape
    • Overall shifts in digital marketing
    • Consequences for marketers
  2. The mind-set of effective digital marketers

    • Chase your WHY or waste your budget
    • Address WIIFM (What’s in it for me, the customer?)
    • Act performance driven and be agile
  3. Analysing and developing customers

    • Identifying your ideal customer
    • When, where and how to promote
    • Two new forces in the sales funnel
  4. Marketing goals & metrics

    • Knowing what to go for and how to measure it
    • Optimizing for conversions
    • Knowing how much to spend


What is the target audience?

This course is particularly valuable for marketing professionals responsible for a product or product category as well as consultants. However, anyone who wants to shift their career path, boost their CV, move up in a company or have a better understanding of marketing in a digitized world, has a lot to gain from it as well.

This course is tailored to people who want to get a holistic understanding of the field. People who want to learn specifically about specific strategies and channels (such as content marketing or facebook advertising, we recommend our second course Digital Marketing – Strategies & Channels.

Top-level management responsible for high-level business and revenue-driving strategies.

Traditional offline business managers and marketers who want to learn more about digital marketing opportunities.

Middle and entry-level management looking to move into higher positions of responsibility.

All marketers and product managers responsible for attracting and developing customers online.

Entrepreneurs building a digital business or a business relying on digital communication.

Anyone looking to change their career in the direction of digital marketing.

Course content

Chapter 1
The new marketing reality and consequences for ma…
Warming up! Part I
Warming up! Part II
The demise of classic online communication?
Reality #1: Search vs discovery
Reality #2: Always on and truly mobile
Reality #3: The new role of customer service & experience
Reality #4: The rise of the external sales force
Reality #5: The new platform economy
Overall shifts in digital marketing
Let´s start with...YOURSELF! Or: Switch in your role as a customer!
Chapter 2
The mind- and skill set of effective digital mark…
When heart meets brain
Chase your WHY
Address WIIFM (What´s In It For Me!? - The customer)
Be agile and act data & performance driven
WHY are you doing the things you do?
Chapter 3
The digital marketing framework - a guideline for…
The elements of the digital marketing framework
The digital marketing framework at a glance
Dissect the marketing strategy of your favorite brand
Chapter 4
Analyzing and developing customers in the new mar…
Knowing your ideal customer and whom to avoid
The customer journey I: Basis of where and how to promote your product or service
The customer journey II: More channels, more devices, more complexity
Customer development I: From awareness to true loyalty
Customer development II: The new forces along the funnel
Let´s go on a journey…
Our customer journey map template
Chapter 5
Webinar: Tracking & attribution - Measuring the i…
Webinar: Tracking & attribution - Measuring the impact of our activities within the customer journey
Chapter 6
Knowing what to go for and how to measure success
Branding vs Performance?
What drives your business? About marketing goals, objectives and metrics
Conversion rate optimization: Fixing and improving the leaky funnel
How much should I spend on a customer? Part I: Cost per acquisition
How much should I spend on a customer? Part II: Customer lifetime value
Finding the ONE thing
Time to say good bye ... and one last thing

Course instructors

Enroll or get in touch with us today!

We offer individuals and organisations professional development courses online.

Individuals

Course access including certificate

Get access to the content of the course and verify your course participation and learnings with an official document.

199 €*

Organisations

If you represent an organisation and would like to buy this course for several individuals, we would be happy to talk to you about the options and benefits of bulk purchasing.

We'll be happy to create a plan for you and your team.

* Our prices include VAT
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Have a question?

We are ready to help! If you have any questions regarding the course contents please contact support@iversity.org.
Corporate clients please use our B2B contact form.