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Digital marketing and analytics training modules overview - attendees registration continues

Day 1: Strategy & Planning

A lot of businesses in Uzbekistan engage themselves in online advertising and social media without first developing their thorough planning and strategic preparation for online marketing. This often leads to failures of their marketing campaigns and doesn't allow them to fully recognise and benefit from the opportunities and impact of digital marketing to their businesses. This unit will help participants to understand the scope of digital marketing and its relevance to their organisations and markets. It will focus on the importance of planning by setting clear business objectives, developing relevant tactics and identifying performance measurement techniques. While introducing to some most widely used frameworks and models, participants will better understand the applications of digital technologies and channels to achieve their marketing and business objectives, as well as how they can be used to find, get, keep and grow customers. The importance of budgeting along with pros and cons of working with agencies will also be highlighted.

Day 2: Website Design

How effective do you think is your website and how it actually contributes to the success of your business? Website is the face of your company on the web over which you (should) have full control. However, many local websites keep being developed and designed by 3rd party agencies and managed by IT and web development people, rather than marketers. This unit will guide you through the best practice process of web development from a high level business perspective with an aim to deliver customer-centric, outcome-driven websites by applying principles and approaches of usability, accessibility, persuasion, responsiveness and adaptability. You will also learn how to develop an effective brief for website creation and enhancement to your agency as well as how to assess the quality and effectiveness of their web development and design. For those who wish to gain full control over their web presence, alternative ways of website designing will be introduced for more effective web marketing.

Day 3: Search Marketing

Search is still incredibly effective and at the same time very competitive vital element of any marketing campaign. On this module you will learn about the key concepts, techniques and differences between search engine optimisation (SEO) and search advertising, also called pay-per-click (PPC) advertising in the examples of Google and Bing search advertising tools. It will provide you with a solid practical knowledge about on-page and off-page elements of optimising your site for search engines in order to increase your organic traffic from Google, Bing and others. And it will guide you through effective planning, starting and managing your own search advertising campaigns to better target the people you want to reach. The importance of keywords and targeting options, search ad elements, landing pages, bidding, conversion and tracking the performance of your search ad s will also be thoroughly covered.

Day 4: Email Marketing

Email is a powerful channel and tool marketers use in order to better communicate with their prospects and customers. Unfortunately, email marketing in Uzbekistan is just limited to sending out cold and untargeted commercial proposals to 3rd party acquired email lists, which simply results in a full waste of time, efforts and resources. This unit will help you understand how email can deliver one of the highest return on investment of any of your online marketing activity and it will guide you through the right and effective way of using email to communicate with your audience. The participants will learn the concept of permission based marketing and develop competencies to plan, execute, measure and budget for effective email marketing campaigns. You will learn about some of the most effective email marketing tools you can use to start communicating with your audience for information alerting, converting, retention and other purposes along with tracking and measuring e-campaigns, increasing response rates and growing your email lists.

Day 5: Display Advertising

This module will provide you with everything you need to know about online display advertising based on internationally accepted standards and best practices. By gaining a good understanding about display ad types and formats, media planning and buying approaches, you will learn how to effectively plan your online campaign, set your campaign objectives, precisely target your audience, measure the effectiveness of your ads and optimise the performance of your campaigns. You will also gain practical understanding of retargeting and remarketing concepts along with attribution modelling in order to maximise the return of your display advertising. If your business' online advertising is carried out by 3rd party ad agency, you will also benefit from topics on how to brief, monitor and control your suppliers or service providers; and if you wish to stay on top and in full control of your ads and budget, you will learn how Daromad ad network can simplify the process and maximise the effectiveness of your online advertising.

Day 6: Social Media Marketing

Marketing or advertising on social media channels has become an essential part of digital, especially for driving traffic to your website, lead generation, customer engagement and reputation management. While you can no longer ignore the power of social media, you should also treat it as a very dynamic and sensitive area, because depending on how you manage it, it can either make or break your business. So while existing top local media channels keep growing in size, become more influential and more and more niche social channels and platforms evolve, it is important to choose and focus on the right channel for your business and purpose. This module will provide you with practical knowledge and techniques on how to manage your social media marketing programs effectively and productively along with practical skills on how to better utilise the channels like Facebook, Twitter, LinkedIn, YouTube etc. toward the success of your business by solving marketing and communication challenges.

Day 7: Content Marketing

Although this part of the training might seem like an extension to the previous module, it certainly serves as a discipline of its own requiring a strategic approach. Whether you're marketing a physical product or service, you can learn how to attract your audience with engaging content that could gradually convince them to acquire your offering. You will learn how you can distribute relevant and valuable content through corporate blogging, whitepapers, e-books, industry reports, infographics, webinars, podcasting, viral messages and others to effectively attract, engage and acquire your desired target audience and gradually convert their engagement into profitable customer actions. Upon completion of this module you will learn that content marketing is not about sharing 3rd party images and news on your Facebook page but more about creating the right content that is truly interesting, engaging and valuable to the right people that can position your brand as an expert in your chosen field.

Day 8: Digital Analytics

You will learn about the different types of web and digital analytics packages along with their benefits and challenges. This module will help you get the most of your website, mobile and social data by showing what you should measure, how should you report and what actions should you take as a result. From understanding key approaches of collecting and tracking data to setting solid right objectives, goals, KPIs, you will learn how to measure the effectiveness and financial return of your corporate, e-commerce, brand and other portfolio websites with the use of some of the popular free and low cost web, mobile, social and visual analytics tools and platforms. As you will be well introduced to the concepts of big data, universal analytics and conversion rate optimisation, you will learn some effective techniques of analysing your data to extract maximum information, convert them into insights and make good data-driven decisions for business.

Day 9: User Experience

Whether you're developing a new site or improving the existing one, it is important you understand how vital is user experience and the user journey in building successful brands. This module will primarily focus on usability and user experience design principles with digital research techniques you can apply and tools you can use in order to understand the level of your website's user experience attributes and how you can further optimise your website's conversion paths in order to continuously improve your audience engagement and loyalty with your content. You will be introduced to a few top and most effective voice of the customer and user based analytics tools that can help you capture your user experience challenges and improve your website with a user-centric design approach. You will be introduced to the concept and practice of conversion rate optimisation, A/B testing and effective landing pages in the process of transforming your new site visitors into prospective leads and long-term loyal customers.

Day 10: Online Reputation

This module will help you learn how to manage your reputation across digital media channels by understanding and influencing the perception of your brand, product or service online. You might have a great PR person who is more likely busy with promoting your brand across various media channels, without paying attention to real conversations and mentions about your business happening online. Therefore, a good PR person should ensure that you know what is being said about you across digital channels, and that you are leading the conversation. And this can be well achieved through social listening and online reputation monitoring techniques. When creating your brand presence in social media, you should approach it carefully and strategically because poorly managed social media campaigns can easily backfire your long-years built reputation. While tracking your company’s reputation across the internet can be a hard work across different countries and in different languages, you'll get to know some tools and strategies that can make it much easier.