Understanding Digital Marketing si-logo


– Qualified by Smart Insights –

Duration: 2 Days (16 hours)
Mode: Public / In­house
Date: August / September 2017
Venue: IMM, Jurong East St 21
Time: 9am to 5pm
Training Fee: S$800.00 +GST (SkillsFuture claimable)
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1. Learning Outcome

Digital Marketing Training Course

Digital Marketing Training Course

How will this digital marketing training course help me and my organization?

Are you looking to develop a wider, deeper knowledge of digital marketing? Do you need to create or review a digital plan for your company or clients? If so, this 2 day intensive training has been designed to help you develop, while creating a tailored digital plan for a business.

Some digital marketing training courses can take months or even years to complete and cost thousands, but not this one ­ it’s designed to give the essential knowledge to marketers who don’t have the time following a longer qualification. This comprehensive training program provide a complete guide to all aspects of digital marketing based on the Smart Insights RACE framework.

You will also learn detailed recommendations of all the key digital marketing communications techniques; such as Marketing Automation, Email Marketing, SEO, AdWords, Mobile, Social Media Marketing and Content Marketing.

The RACE framework content is led by digital strategy guru, Dr Dave Chaffey of Smart Insights, author of Digital Marketing: Strategy, Implementation and Practice, a best selling digital strategy book used worldwide by professionals and students alike since 2000 and updated regularly since.

2. Breakdown of Training:

Day 1:

Introductions
Plan. Learn how to create a comprehensive digital plan to help you compete and win online.

  • Unit 1. Introduction to RACE Planning.
  • Unit 2. Online marketplace analysis.
  • Unit 3. Create overall digital strategy.

Reach. Grow your audience by creating an online acquisition communications plan and budget. Learn success factors for the six core digital media channels.

  • Unit 4. Introduction & review digital media effectiveness.
  • Unit 5. Search Marketing.
  • Unit 6. Owned, earned and paid media.
  • Unit 7. Developing acquisition budget and plan.

Act. Encourage interaction with your audience in those crucial initial touch points.

  • Unit 8. Introduction.
  • Unit 9. Improving site customer journeys.
  • Unit 10. Lead capture and audience profiling.
  • Unit 11. Optimize content marketing.
  • Unit 12. Optimize landing pages.
  • Unit 13. Campaign and content planning.

Day 2:

Convert. Boost your conversion to sale by following our examples and recommended best practices.

  • Unit 14. Introduction to Conversion rate optimisation (CRO).
  • Unit 15. Lead nurturing and remarketing.
  • Unit 16. Web personalization.
  • Unit 17. Improve mobile experience.
  • Unit 18. Multi channel selling.
  • Unit 19. Creating a CRO programme.

Engage. Create thrilled customers who encourage more sales and sharing using integrated social media, email and web marketing.

  • Unit 20. Introduction to engagement.
  • Unit 21. Customer onboarding and growth.
  • Unit 22. Customer digital experiences.
  • Unit 23. Customer service and success.
  • Unit 24. Email marketing strategy.
  • Unit 25. Social media marketing strategy.

Online Examination.
Trainees are required to take a 1 Hour 30 Minutes online examination on RACE framework covered at the end of training.

Award of Certification
This training is developed as an individually certified qualification similar to the Individual Google AdWords and Google Analytics qualifications, where to receive a certificate of competence. You have to complete all units and achieve an overall grade of more than 70% in all units.

Who is this training for?

The digital marketing training course is designed to support range of audiences with different involvement in digital marketing:

 Marketing Executive / Managers. Review and prioritize the opportunities of digital ­ create a plan to integrate digital marketing with offline media channels.
Digital Marketing Managers. Prove the value of digital to colleagues by creating a business case and roadmap justifying future investment.
Marketing consultants and agency account managers. Review your process and project eliverables against ours to improve the results you can deliver to your clients.
Small Business Owners / Marketers. Use our strategy process, models, stats compilations to gain an edge in the current digital marketing environment.
Those who are new to Digital Marketing and eager to know more in­depth framework.

What we believe, our manifesto for today’s marketing

Getting the most from the many marketing opportunities available today is challenging. We want to offer advice to make a difference, so we set out how in our manifesto.This is what drives us, what we advise, what we think is needed to be successful in today’s marketing:
1. Digital marketing is Marketing.
2. You need a strategy.
3. Measurement and optimisation are the foundation.
4. Joined­up customer­centred marketing is essential.
5. Keep communications human
6. Be agile
7. Inbound marketing trumps outbound marketing
8. Engagement is the real challenge
9. Think Global, Act Local
10. Markets are conversations

Lead Trainer for Asia Pacific

Charles Toh is the Lead Trainer at dMarketeer.com.sg, also resident Digital Marketing Strategist of UA Solutions Pte Ltd, a boutique digital marketing consultancy firm. Charles has spent more than a decade in different fields of marketing, creating and executing strategies, and driving millions of dollars in revenue for numerous organizations at different levels, for international companies and startups.

Charles has worked with top firms like DP Marketing Solution, Reed Business Information and held various senior marketing roles. Charles has also consulted and trained numerous Creative Agency, MNC,

SME within Asia to deliver breakthrough business results within their industries, including:

  • DDB Group
  • MindShare
  • Bates
  • ADK
  • Unilever
  • DBS
  • NTUC

Charles ability to drive sales and marketing by developing integrated marketing and business strategies, using both digital and mobile tactics has created many new opportunities for companies and improve their competitive advantage in the digital era by deploying digital marketing strategies of the following:

  • Marketing Automation Campaign
  • eDM Campaigns
  • Online Advertisements
  • Micro-Sites
  • Online Rebranding Campaigns
  • Customer Relationship Management Programs
  • Education Programs
  • eCommerce Portals
  • Online Surveys
  • Digital Marketing Consultancy

As a seasoned and passionate marketer, Charles believes in transferring the latest digital marketing know-how for trainee to make a difference in their work environment.

Charles, a Singapore citizen, graduated from the National University of Singapore with a Master Degree in Business Administration.

Who’s behind Smart Insights?

The Smart Insights team are all seasoned, active digital marketers working on projects to define and implement digital strategies for clients. We’re keen to share our experiences to help others and learn more ­ the learning never stops in digital marketing…
The two owners of Smart Insights are:

Dr Dave Chaffey

CEO and co­founder
A bestselling author of books on digital marketing and Ecommerce, recognised in 2004 by the Chartered Institute of Marketing as one of 50 gurus who have “shaped the future of marketing”. Dave continues to speak, train and consult on digital marketing strategy with his main focus on developing member services for Smart Insights.

Stu Miller

COO, CTO and co­founder
Stu has 16 years of experience of creating web applications and web sites for both large companies and start­ups, with the last 8 creating and running internet related businesses. He was a co­founder and ex­technical lead at digital marketing agency First 10 Digital before leaving to focus on Smart Insights. Stu now runs the platform and the operational side of Smart Insights from its office in Leeds, UK.

Originally the business had one other co­founder ­ Dan Bosomworth, who helped to co­found the business in 2010. Dan left Smart Insights in November 2014 to focus on his other role as Managing Director of First 10 Digital, a digital marketing agency based in Leeds, UK.

We select our specialist Expert commentators for their in­depth knowledge and experience of specific digital channels and techniques. But comments and recommendations from members add ramatically to everyone’s knowledge.


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