Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. – Sun Tzu, "The Art of War"
This course has been designed for marketers to understand all of the key components that go into developing a strategic digital marketing approach for your brand or business. We will spend 8 weeks walking through the process with you. This will include all key aspects of creating a digital marketing strategy, insight development, how to build a brand in the digital world, using data to drive results, and creating a digitally-led team.
Over the last few years we have a seen a major shift towards digital marketing approaches and much greater spending on digital media and marketing technologies. At the same time, many businesses have been rushing into trying new digital tactics because it’s what the industry is abuzz about without a clear strategy for why they are using it to benefit their business. The problem with a lot of digital marketing is that much of it is being used tactically with little integration into the entire marketing strategy.
Digital marketing should be planned holistically with the rest of your marketing and integrated within your overall marketing strategy. Instead of having digital separate from the main plan, digital should be integrated to provide a more impactful integrated marketing approach.
This requires an understanding of all the key components – from data-driven marketing, to social media and content marketing – that go into creating a digital marketing approach, as well as the role they play in strategically driving value for your business.
Who is this course for?
An understanding of digital marketing is required in all marketing and agency roles now as it has become a cornerstone of any marketing mix no matter what business or category you operate in.
This course is for experienced marketers, business people or agency professionals across creative and media who are keen to transition into roles with digital or to develop digital strategies for their businesses.
Outcomes for your business or your career
Jodie Collins, is an experienced digital marketer and strategic planner who’s developed her unique knowledge and skills working across creative agencies, media agencies and media owners in Australia, China, India and Southeast Asia.
She has led strategy and training workshops for clients including McDonald’s, Johnson & Johnson, Visa, Intel, Hilton, Standard Chartered Bank, Estee Lauder and the Commonwealth Bank of Australia.