DMI - Certified Digital Marketing Professional

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Professional Diploma in Digital Marketing

What is the Professional Diploma in Digital Marketing?

The Professional Diploma in Digital Marketing is an in-depth 30 hour course created and validated by digital marketing industry specialists. The course syllabus is the most widely taught in digital marketing and the certification is recognised globally across the digital sphere. Get to grips with the core essentials of digital marketing, including Search, Social Media, PPC, Email Marketing, Analytics, Mobile, Strategy & Planning and more.

Why Should I Study the Professional Diploma in Digital Marketing?

Future-proof your employability and gain the latest and most up-to-date digital marketing skills needed to thrive in today’s digital economy. The Professional Diploma in Digital Marketing is ideal for candidates seeking to gain a fundamental understanding of the digital skills needed to formulate, run and measure effective digital marketing campaigns. It’s best suited for marketing and sales professionals, business owners and individuals who would like to embark on a new, exciting and in-demand career.

What will I take away from this course? 

Upon successful completion of a 3-hour Pearson VUE computer-based examination you will be awarded the world’s most widely recognised digital marketing certification. You will achieve the confidence needed to create and steer a revenue-generating digital marketing strategy for any sized company. You’ll also gain an internationally recognised badge to display proudly on your LinkedIn profile.

To find out more about the DMI, visit the DMI website today.

Not sure what Professional Qualification is right for you? Try out our quick and easy Entry Level Assessment to see which Level is best for you.

Why not download our DMI Digital Marketing Prospectus today? 

 

What modules will you study?

Click on a module title for more information

Digital Marketing Foundations

This module will enable you to conduct digital research, set business objectives for a digital marketing campaign and to prepare the foundations for developing a targeted a digital marketing strategy. Upon completion of this model, you will be able to:

1. Identify the core principles and purposes of digital marketing by:

  • Distinguishing between examples of digital media
  • Distinguishing between each stage of the buyer’s journey process
  • Identifying the 5 marketing functions and the marketing activities associated with eachfunction
  • Recognizing the relationship between the marketing functions and the stages in the buyer’s journey
  • Recognizing the benefits of combining traditional and digital marketing to take youraudience through the entire sales and marketing funnel
  • Identifying the principles of the DMI 3i Methodology and how it is central to the key components of digital marketing
  • Distinguishing between the different digital channels and how they provide opportunities for an online business

2. Develop clear and actionable objectives for a digital marketing plan by:

  • Identifying the key considerations during the planning stages of a digital marketing strategy
  • Recognizing how to develop a set of SMART objectives for a digital marketing plan

3. Use digital research and social listening to gain insights into your competitors, audience and industry by:

  • Identifying the key audience research concepts that are essential for understanding your audience and communities of interest
  • Recognizing how audience research platforms aid in extracting insights within the various audience research dimensions
  • Recognizing how competitive research components and tools aid in extracting insights on competition within your industry
  • Recognizing how Industry trend research and tools help a digital marketer to understand the changes and advancements taking place in an industry
  • Recognizing how cultural research components and tools help a digital marketer to investigate the ways in which culture creates and transforms individual experiences

4. Recognize how teamwork and various roles in teams contribute to your digital marketing strategy objectives by:

  • Understanding the place of digital marketers in the broader communication industry
  • Identifying how a digital marketer's role fits into wider business teams
  • Recognizing how a digital marketer's role and responsibilities fit into shared business objectives
  • Recognizing the relationship between Sales and Marketing teams and the link between the marketing and the sales funnels
  • Recognizing the various skills that enable a digital marketer to communicate effectively across an organization

5. Use the PROPEL model as the framework for planning a digital marketing strategy by:

  • Identifying the six stages of the PROPEL model when developing a digital marketing strategy
Website Optimisation

This module will teach you how to build and publish a well-designed, high performing and optimized website that is aligned to your business goals. Upon completion of this module, you will be able to:

1. Understand the key components of effective web design and the importance of website optimization to your overall digital marketing strategy by:

  • Differentiating between website optimization and SEO
  • Recognizing the purpose of website optimization within an overarching digital marketing strategy
  • Identifying the role of a marketer in the design, construction, maintenance and optimization of a website
  • Identifying the key components of effective web design and their associated tasks and activities

2. Choose a website hosting option and design, build, and publish a basic website using WordPress by:

  • Differentiating between the common website hosting options available to an online business
  • Setting up a basic website using Wordpress.org
  • Choosing an appropriate WordPress theme for your site

3. Identify the principles of good web design and how to attract potential customers using effective content and copy by:

  • Determining which principles for effective web design to use in a given scenario
  • Recognizing the importance of a mobile-first approach to design and how this relates to SEO
  • Using best practice to create effective copy for your website
  • Conducting A/B testing using best practice

4. Optimize website performance and usability using user-centered design principles and processes by:

  • Distinguishing between the primary focus and concerns of UX design and UI design
  • Recognizing the benefits and principles of good UX and UI
  • Recognizing how to assess the effectiveness of a website's user experience
  • Improving user experience by applying user-centered design methods
  • Improving page speed by analyzing hosting providers and fixing issues with website design

5. Use your website for insight, tracking, measurement and data capture by:

  • Identifying the most useful metrics to understand and monitor for a website
  • Choosing the most appropriate tool to evaluate the effectiveness of a website
  • Implementing best practice to monitor and optimize the effectiveness of a website
Content Marketing

This module will enable you to develop the knowledge and skills to plan and execute a content marketing strategy in a persona-oriented, data-driven way - informed by business objectives, aligned with the buyer journey and your overall marketing strategy. Upon completion of this module, you will be able to:

1. Understand the fundamentals of content marketing and its position within the overall digital marketing strategy by:

  • Defining content marketing
  • Listing the benefits and qualities of effective content marketing
  • Differentiating between the two main types of content
  • Aligning content effectively to different stages of the buyer journey
  • Recognizing how community management complements content marketing

2. Initiate a content marketing strategy and establish effective workflows by:

  • Identifying the key elements in an effective content marketing strategy
  • Conducting social listening as part of the research phase of your strategy
  • Recognising how to inform a content strategy by analyzing and monitoring competitor content
  • Recognising how to conduct a content audit to assess performance and spot opportunities
  • Differentiating between types of content marketing goals
  • Identifying the key considerations for aligning content marketing goals with business goals
  • Identifying the factors to consider when creating customer personas
  • Using research best practice to develop content topics based on your target personas
  • Developing a content calendar to plan and structure content creation and promotion
  • Recognising the value of Content Management Systems and the considerations to make when choosing which one to use

3. Create and curate compelling and innovative content by:

  • Recognising key stakeholders involved in the creation of content
  • Distinguishing between a variety of content types and formats you can use in your content marketing efforts
  • Targeting content type to your audience on social platforms
  • Differentiating between the tools used to create different types of content
  • Distinguishing between content creation and curation
  • Using best practice to curate effective content
  • Identifying the key components in a company's brand personality
  • Crafting an effective brand story that includes your business and content marketing goals, personas and key messaging
  • Recognising the benefits of content personalization

4. Extend the value of your content through repurposing and use scheduling tools and promotion methods to effectively distribute content across a variety of platforms by:

  • Selecting the most appropriate content platform for different content types
  • Differentiating between the benefits and challenges of content seeding
  • Using content scheduling techniques and tools to distribute content across social media platforms
  • Distinguishing between the strategies for content promotion
  • Repurposing content into different formats for different audiences to maximize visibility

5. Measure your content marketing return on investment by assessing cost, utilization and performance and analyzing key metrics by:

  • Recognizing the value of content marketing return on investment
  • Identifying the key components for calculating content marketing ROI
  • Aligning content marketing metrics to business goals
  • Using metrics to inform changes to your content marketing strategy
Social Media Marketing (DMI)

This module will enable you to develop the knowledge and skills to plan and execute a content marketing strategy in a persona-oriented, data-driven way - informed by business objectives, aligned with the buyer journey and your overall marketing strategy. Upon completion of this module, you will be able to:

1. Recognize the fundamental principles of social media marketing during the development of a digital marketing strategy by:

  • Identifying the key concepts of social media marketing  Recognizing the roles and responsibilities of a social media marketer  Identifying the stages of the buyer's journey and marketing function pertaining to social media marketing  Distinguishing between the most influential social media platforms in terms of the advantages they offer to a digital marketer  Implementing best practices for hashtag usage across social media platforms

2. Identify the core features, tools and guidelines for setting up, optimizing and organically posting on Facebook by:

  • Recognizing the key terminology related to marketing on Facebook  Differentiating between the various platform features available to marketers on Facebook  Customizing a Facebook page  Identifying the best practices for posting effectively on Facebook

3. Identify the core features, tools and guidelines for setting up, optimizing and organically posting on Twitter by:

  • Recognizing the key terminology related to marketing on Twitter  Differentiating between the various platform features available to marketers on Twitter  Customizing a Twitter account  Identifying the best practices for Tweeting effectively on Twitter

4. Identify the core features, tools and guidelines for setting up, optimizing and organically posting on LinkedIn by:

  • Differentiating between the various platform features available to marketers on LinkedIn  Identifying the attributes of an all-star LinkedIn profile  Using best practice to build a personal brand and establish a high quality network on LinkedIn  Optimizing a Company Page on LinkedIn  Differentiating between Affiliate & Showcase Company Pages on LinkedIn  Identifying the best practices for posting effectively on LinkedIn

5. Identify the core features, tools and guidelines for setting up, optimizing and organically posting on Instagram by:

  • Recognising the limitations of Instagram for marketers
  • Differentiating between the various platform features available to marketers on Instagram
  • Identifying the best practices for regramming user generated content on Instagram
  • Differentiating between Organic and Business accounts on Instagram
  • Optimising an Instagram account
  • Identifying the elements of an impactful, fully optimized Instagram post
  • Identifying the elements of an impactful, fully optimized Instagram video
  • Recognising the best practices for creating an impactful, fully optimized Instagram story

6. Identify the core features, tools and guidelines for setting up, optimizing and organically posting on Snapchat by:

  • Recognising the limitations of Snapchat for marketers
  • Differentiating between the various platform features available to marketers on Snapchat
  • Understanding how to set up and customize a Snapchat account
  • Recognising the best practices for creating an impactful, compelling and fully optimized Snap on Snapchat
  • Recognising the best practices for creating an impactful, fully optimized Snapchat story

7. Build, manage and sustain an active community on social media platforms:

  • Applying techniques and best practices to build a loyal community on social media platforms
  • Applying techniques and best practices to manage and sustain a community on social media platforms

8. Apply paid campaign concepts to inform the development of a social media marketing strategy:

  • Applying best practices when developing both single-platform and cross-platform social media marketing campaigns
  • Differentiating between various types of social media marketing campaign objectives and align them with appropriate KPIs
  • Differentiating between vanity and key metrics and know when to review each type to extract insights and patterns

9. Create and report on Facebook ad campaigns using advanced and paid advertising tools by:

  • Recognising the three level structure of a Facebook campaign and the ad formats available to advertisers
  • Identifying the campaign objectives and CTAs that can be used for specific stages of the marketing funnel on Facebook in order to achieve wider campaign goals
  • Differentiating between the various paid targeting options available to advertisers on Facebook
  • Identifying the data that can be pulled for specific user groups on Facebook using the Audience Insights tool
  • Applying best practices for the effective use of Ads Manager on Facebook to launch paid ad campaigns
  • Recognising the advertising objectives that can be chosen on Power Editor for specific stages of the marketing funnel on Facebook
  • Recognising the principles of total value number, relevance score, creative, targeting and bid to win an ad auction on Facebook
  • Identifying the advertising objectives that can be chosen when creating a Canvas for specific stages of the marketing funnel on Facebook
  • Identifying the key components of a Canvas ad and metrics available for reporting on Canvas ad campaigns on Facebook
  • Identifying the various metrics and reports that can be pulled on Facebook Ads Manager

10. Create and report on Twitter ad campaigns using advanced and paid advertising tools by:

  • Identifying the benefits of Twitter Ads Manager for advertisers and know how to customise the dashboard
  • Differentiating between the various ad formats available to advertisers on Twitter
  • Differentiating between the benefits, best practices and most suitable formats for each paid campaign objective on Twitter
  • Recognising which targeting options to use according to the chosen Twitter campaign objective
  • Differentiating between the bidding models in Twitter ad auctions
  • Recognising how to optimize creatives, targeting and bids for Twitter ad campaigns
  • Analyzing account and Tweet activity, audience insights and campaign data using the various Twitter Analytics dashboards

11. Create and report on LinkedIn ad campaigns using advanced and paid advertising tools by:

  • Identifying the ad formats available on Campaign Manager to nurture and acquire a specific target audience on LinkedIn
  • Identifying the objective, elements and placements of a Text Ad on LinkedIn
  • Identifying the objectives of and key factors involved in creating a successful Sponsored Content ad campaign with Campaign Manager on LinkedIn
  • Differentiating between regular and Sponsored InMails
  • Recognising the best practices for creating targeted ad campaigns on LinkedIn
  • Analyzing campaign and page performance using the Visitors, Updates and Followers dashboards on LinkedIn's Company Page Analytics tool

12. Create and report on Instagram ad campaigns using advanced and paid advertising tools by:

  • Identifying the key considerations, CTAs and specifications for the various ad formats on Instagram
  • Recognising the Instagram campaign objectives and their associated ad formats
  • Recognising the best practices for promoting and buying ads that convert on Instagram
  • Using Ads Manager and Instagram Insights to report on campaign performance

13. Create and report on Snapchat ad campaigns using advanced and paid advertising tools by:

  • Identifying the 3Vs of Snapchat advertising and its native advertising formats
  • Understanding the three level structure of a Snapchat campaign and the campaign objectives, goals and ad formats available to advertisers
  • Differentiating between the various ad formats available to advertisers on Snapchat
  • Knowing how to create Geofilters and differentiate between the geofilter-specific metrics on Snapchat
  • Recognising how to create a Sponsored Lens for a Snapchat campaign
  • Identifying various targeting options available for advertising on Snapchat
  • Navigating Snapchat Ad Manager to create a Snapchat campaign
  • Analysing Snapchat ad campaign performance data using Snapchat Analytics
SEO

This module will enable you to build an organic search marketing strategy that brings the right kind of visitors to your website. You will learn how to boost online conversions, stand out in today’s fiercely competitive online marketplace and ensure the best possible ROI. Upon completion of this module you, will be able to:

1. Understand the fundamentals of SEO and how it differs from paid search by:

  • Defining SEO
  • Distinguishing between paid and organic search
  • Differentiating between the key components of SEO
  • Recognising how search engines work
  • Distinguishing between common types of search queries
  • Identifying the components of a SERP

2. Set business, SEO and website objectives to drive website traffic, build product awareness and generate leads by:

  • Recognising the importance of setting SEO objectives
  • Distinguishing between various types of objectives for SEO
  • Creating SEO objectives for your website and business

3. Build an SEO content plan based on strategic keyword and competitive research by:

  • Defining what a keyword is and understand the concept of keyword research
  • Listing the benefits of keyword research
  • Distinguishing between short tail and long tail keywords
  • Conducting keyword research
  • Turning your list of keywords into SEO content for your site

4. Boost your website’s organic search ranking using on-page, off-page and technical elements by:

  • Configuring technical components of your website for best visibility in search engines
  • Optimising on-page elements to boost rankings
  • Optimising off-page elements to boost rankings
  • Conducting an SEO audit optimizing technical, on-page and off-page components

5. Measure the success of overall SEO efforts by:

  • Monitoring the sources of traffic to your website
  • Differentiating between various types of SEO metrics Using key SEO metrics to measure the success of SEO activities
Paid Search

This module will enable you to develop the knowledge and skills to implement and manage paid search campaigns. You will learn how to create Google AdWords campaigns, manage budgets, and report on their performance. Upon completion of this module, you will be able to:

1. Understand the fundamentals of paid search and how it differs from organic search by:

  • Distinguishing between paid and organic search
  • Recognising how consumers use search engines
  • Identifying the key benefits of using paid search in a marketing campaign
  • Identifying the elements of a paid search campaign

2. Use Google AdWords to launch a successful paid search campaign by:

  • Distinguishing between an AdWords manager account and a child account
  • Recognising best practice for structuring a Google AdWords account
  • Identifying the key elements of a paid search campaign
  • Distinguishing between keyword research for paid search and SEO campaigns
  • Creating a paid search campaign using Google AdWords

3. Manage a paid search campaign by:

  • Recognising how to manage an advertising budget using Google AdWords
  • Recognising key concepts underlying the bidding process
  • Recognising the function of the Bid Simulator tool
  • Optimising campaigns by scheduling ads and setting bid adjustments for audiences, devices and locations
  • Recognising the purpose of AdWords Editor

4. Measure the effectiveness of paid search campaigns by generating detailed reports by:

  • Identifying KPI's to measure the success of a paid search campaign
  • Recognising the purpose of conversion tracking
  • Recognising how to report on different metrics to measure the success of a paid search campaign
  • Using Google Analytics to measure paid search campaigns
  • Using Google Analytics engagement metrics for deeper reporting
Display & Video Advertising

This module will equip you with the technical understanding and skills to build and maintain an effective Display & Video advertising strategy. You will learn how to setup and manage Display & Video campaigns, create Display & Video ads to run on the Google Display Network and YouTube, apply targeting to your ads, and then analyze their effectiveness by pulling detailed reports in Google AdWords and Google Analytics which measure the most important metrics. Upon completion of this module, you will be able to:

1. Understand the fundamental concepts of Display & Video advertising and its role in an advertiser’s marketing strategy by:

  • Identifying the key concepts, benefits and value of Display & Video advertising
  • Distinguishing between the main platforms available for Display & Video advertising
  • Distinguishing between the advertising buying mechanisms available for Display & Video advertising
  • Determining objectives for a Display & Video marketing strategy

2. Create a YouTube channel and manage video content by:

  • Setting up a YouTube Channel
  • Uploading a video to a YouTube Channel using best practices
  • Using best practices to develop and manage video content on YouTube
  • Analysing the organic performance of video content using YouTube Analytics reports

3. Identify ad formats available on the Google Display Network and YouTube by:

  • Distinguishing between the campaign types available on the Google Display Network
  • Identifying the ad formats and sizes available on the Google Display Network
  • Identifying the ad formats available on YouTube

4. Use Google AdWords to create campaigns and ads for the Google Display Network and YouTube by:

  • Creating a Display advertising campaign in Google AdWords
  • Creating responsive and non-responsive ads to run on the Google Display Network
  • Linking a YouTube Channel with a Google AdWords account
  • Creating a Standard Video Advertising campaign in Google AdWords
  • Creating ads to run on YouTube

5. Add targeting, re-marketing and a bidding strategy to your Display & Video campaigns by:

  • Identifying the types of targeting available
  • Applying audience targeting to Display & Video campaigns 
  • Applying contextual targeting to Display & Video campaigns
  • Optimising Display & Video campaigns by using advanced features
  • Using exclusions in AdWords to refine where ads appear in Display & Video campaigns Recognizing the remarketing options available for Display & Video campaigns
  • Applying a bidding strategy to Display & Video campaigns

6. Measure results and optimize Display & Video campaigns by:

  • Identifying the various metrics associated with Display campaigns
  • Identifying the various metrics associated with Video campaigns
  • Using Google AdWords to analyze the performance of Display campaigns against KPIs
  • Using Google AdWords to analyze the performance of Video campaigns against KPIs
  • Using Google Analytics to evaluate the impact of Display & Video campaigns on website performance
  • Optimising Display & Video campaigns based on performance against KPIs
Email Marketing (DMI)

This module will teach you the fundamentals of email marketing and how to strategize your email delivery plan to test, optimize and report on the performance of your email marketing campaign. You will also explore the techniques, processes and value of using marketing automation alongside email marketing campaigns. Upon completion of this module, you will be able to:

1. Understand the fundamentals of email marketing and how permissions, mobile, the buyers journey and the marketing life cycle are important considerations for your digital marketing strategy by:

  • Recognising the key concepts of email marketing
  • Recognising the value of using inbound email marketing
  • Identifying the legislation and regulations surrounding email permissions and data protection

2. Apply the core principles, techniques and actions for developing an effective and high performing email marketing strategy by:

  • Identifying the key principles for building an effective email marketing strategy
  • Recognising how email service providers enable you to build, manage and optimize your email marketing efforts
  • Identifying the sources of additional information for different types of email recipients
  • Recognising how email lists contribute to growing and managing your contact database

3. Design balanced and effective emails to deliver a message that generates leads, retains customers and inspires evangelists by:

  • Identifying the components that contribute to writing and designing effective emails
  • Recognising how to use the buyer’s journey to align your emails to the right audience
  • Identifying the types of subject lines that drive recipients to open and engage with emails
  • Identifying email copy essentials that set the right tone in the body of an email
  • Using email design best practices when creating marketing messages
  • Recognising effective ways to use call to actions in a marketing email
  • Identifying the best practices for using images in a marketing email

4. Use best practice for creating and delivering an email campaign:

  • Creating an email campaign
  • Identifying the factors that affect email campaign delivery
  • Recognizing potential email delivery and inbox placement challenges
  • Identifying best practice for managing campaign delivery before and after sending an email

5. Use email tests, metrics, statistics, and best practices to report on and optimize an email marketing campaign by:

  • Testing the components of an email
  • Using A/B testing and best practices to enhance an email marketing campaign
  • Differentiating between key metrics for measuring email campaign performance
  • Recognising the ways to optimise email campaigns for mobile
  • Identifying how to optimize emails open rates and click rates
  • Minimising emails bounce rates and unsubscribes

6. Explore the techniques, process and value of using marketing automation by:

  • Identifying the benefits of using marketing automation tools
  • Differentiating between the key building blocks of a marketing automation process
Analytics

This module will teach you the basic concepts of using analytics in digital marketing. From initial set-up to understanding reports, you will learn how to analyze statistics to gain an understanding of the behavior of visitors and the performance of your website and campaigns. Upon completion of this module, you will be able to:

1. Recognise the fundamentals of web analytics that enable a digital marketer to draw actionable conclusions from data collected through a website or marketing channel by:

  • Recognising the types of insights that web analytics can provide for digital marketers
  • Recognising the value and benefits of using web analytics
  • Identifying web analytics tools for collecting, measuring and analyzing data
  • Recognising the key dependencies for an effective measurement plan

2. Create a Google Analytics account, integrated with your website, to glean insights about your website traffic and audience by:

  • Identifying the technical elements that enable analytics tools to track and identify traffic sources and web behavior
  • Recognising the benefits and limitations of Google Analytics
  • Setting up a Google Analytics account with tracking tags added to a website
  • Recognising the purpose of the key settings and navigational functions in Google Analytics
  • Recognising the benefits of linking a Google Analytics account to other marketing tools

3. Set goals for a business and website, and know how web analytics tools are used to help measure these goals by:

  • Identifying the different goals in Google Analytics
  • Recognising the importance of setting goals in a web analytics account before conducting a website or marketing campaign analysis
  • Sequence the steps in the process for setting up goals using Google Analytics
  • Using Google Analytics with other tools to generate deeper insights into campaign performance

4. Differentiate between the reporting features available for monitoring a digital marketing campaign by:

  • Identifying the types of campaign insights provided by the key reports in Google Analytics
  • Identifying the types of user insights available from Audience reports in Google Analytics
  • Using Acquisition reports in Google Analytics to derive insights from the sources of traffic to a website
  • Improving content and user experience on a website using Behavior reports in Google Analytics Recognizing the types of insights available from Conversion reports in Google Analytics

5. Carry out an analysis and iteration of your digital marketing campaign by gleaning insights from conversions, reporting and reviewing your KPIs by:

  • Following best practice by aligning analytics goals with business KPIs
  • Recognising the benefits of developing a target audience profile using Google Analytics
  • Optimising the performance of content using insights from the Behaviour reports in Google Analytics
  • Optimising the technical performance of a website using insights from Behaviour reports in Google Analytics
  • Google Analytics to assess and optimize conversion channels and the overall customer journey for a website
Digital Strategy

This module uses the PROPEL planning model to teach you, in a step-by-step fashion, how to design complex, long-term digital marketing strategies that service both marketing and commercial objectives. Upon completion of this module you will be able to:

1. Identify the core components of a digital marketing strategy and the benefits of using a model to develop successful digital campaigns by:

  • Distinguishing between the core elements of a digital marketing strategy
  • Recognising the role of the stages in the PROPEL model for developing an effective digital marketing strategy

2. Establish the foundations of a digital marketing strategy by identifying requirements, budgets and ownership by:

  • Identifying the key tasks and activities associated with the Plan phase during the development of a digital marketing strategy
  • Differentiating between common business objectives driving a strategy in order to set realistic expectations for a digital marketing campaign
  • Identifying the primary metrics used to measure the success and ROI of digital activities
  • Identifying the factors to analyze during a digital audit of an organization’s digital marketing activities
  • Using a resource map to identify gaps in the resourcing required to develop a digital marketing strategy
  • Recognising the factors to consider and best practices when developing an effective budget plan for a digital marketing strategy
  • Choosing a team structure best suited to facilitate the deployment of a digital marketing strategy

3. Use owned, accessed, desk, audience, competitor and social listening research to create a how-to guide for all digital marketing activities by:

  • Identifying the key tasks and activities associated with the Research phase during the development of a digital marketing strategy
  • Recognising the value of a research map when developing a digital marketing strategy 
  • Differentiating between strong research and potentially false reports
  • Distinguishing between owned, accessed and desk research
  • Distinguishing between the insights and benefits gained from undertaking audience and competitor research
  • Using best practice to implement a social listening study
  • Identifying the appropriate structure for a brief that will act as a series of instructions for the execution of a digital marketing strategy

4. Set objectives to establish clear and measurable KPIs by:

  • Identifying the key activities associated with the Objective phase during the development of a digital marketing strategy
  • Recognising the characteristics associated with the three levels of success in an organisation
  • Using success outcomes to establish the KPIs best suited to a specific digital marketing campaign
  • Recognising the benefit of regular performance reviews to maintain standards and identify improvements
  • Identifying the key components in a timeline and phasing plan

5. Prepare a strategic plan that incorporates overarching content, search and creative strategies by:

  • Identifying the key tasks and activities associated with the Prepare phase during the development of a digital marketing strategy
  • Recognising the characteristics of an overarching strategy
  • Identifying the key factors influencing a Search Marketing and Display Advertising strategy
  • Recognising the key elements required to develop an effective content strategy
  • Recommending an appropriate creative strategy for a given scenario
  • Choosing the most appropriate assets and formats to maximise creative across social media platforms
  • Identifying the core components of a connection strategy
  • Identifying the key components of a strategic plan

6. Develop a media plan and execute your digital marketing strategy by:

  • Identifying the key tasks and activities associated with the Execute phase during the development of a digital marketing strategy
  • Identifying the key elements in a launch plan to effectively manage digital channels
  • Recognising how to build a media plan to monitor ad budgets and track expenditure
  • Recognising the success indicators that can be identified as a result of monitoring performance
  • Mapping digital media tactics to wider media activities

7. Consistently improve performance and gain insight through performance data analysis and team work by:

  • Identifying the key tasks and activities associated with the Learn phase during the development of a digital marketing strategy
  • Identifying the key areas of digital that should be observed to assess long-term performance and strategic decision-making
  • Recognising how to incorporate baked-in measurement into digital marketing activities before going live
  • Identifying the actions that should be implemented to keep up-to-date with digital marketing trends Identifying the key elements required to maintain a long-term strategy
  • Recognising best practice for creating a sustainable learning model to generate improved insight and enhance performance