Beyond The Basics: Advanced Strategies in Digital Marketing.
General Information
Course Title: Beyond The Basics: Advanced Strategies in Digital Marketing
Course Date: 6-7-8-13-14-15 June 2024
Time & Duration:
Week 1:
Thursday 18:00-21:00
Friday 18:00-21:00
Saturday 09:30-13:30
Week 2 :
Thursday 18:00-21:00
Friday 18:00-21:00
Saturday 09:30-13:30
Language: English
Delivery Mode: Online
Speaker/Instructor: Dr Zeina Habchi Richa – Communication Strategist
Fees: €300
Organising body/Accrediting body: The Department of Continuing Education at The American university of Cyprus
Target Audience: Professionals in the legal, audit, accounting, fiduciary services industries.
Certification: The Department of Continuing Education at The American university of Cyprus
Course Description
• Provide participants with an in-depth knowledge and understanding of advanced Digital Marketing Strategies
• Equip participants with the knowledge and skills to implement advanced digital marketing campaigns effectively.
• Empower participants to leverage emerging technologies and tools for competitive advantage in the digital marketing landscape.
1. Demonstrate a comprehensive understanding of advanced digital marketing concepts.
2. Apply advanced techniques in social media marketing to optimize targeting, engagement, and ROI.
3. Manage the customer journey from Acquisition to Relationship Building
4. Delve into the mechanics of algorithms and their impact on digital marketing tactics and strategies
5. Learn how AI can be utilized to generate and optimize content for digital marketing campaigns.
6. Develop and present an advanced strategy including content and paid digital media strategies.
18:00-21:00: Understanding Advanced Digital Marketing Concepts
| 18:00-18:30: | Course Introduction. Welcome participants, introduce the speaker and provide an overview of the workshop objectives and structure. |
| 18:30-19:30: | Introduction to Digital Marketing |
| • Overview of advanced digital marketing concepts • Importance of staying updated with emerging trends and technologies • Discussion on the evolution of digital marketing strategies and their impact on business objectives |
|
| 19:30-20:30: | Emerging Trends and Technologies in Digital Marketing |
| • Exploration of current and future trends in digital marketing • Analysis of emerging technologies such as AI, machine learning, AR/VR, and blockchain • Case studies showcasing innovative digital marketing campaigns leveraging emerging trends |
|
| 19:30-20:30: | Case Studies and Best Practices |
| • Examination of successful advanced digital marketing campaigns • Analysis of best practices and lessons learned from case studies • Q&A session for participants to discuss specific challenges and opportunities in their own digital marketing efforts |
Day 2:
18:00-21:00: Advanced Techniques in Social Media Marketing
| 18:00-19:00: | Targeted Advertising on Social Media Platforms |
| • Overview of advanced targeting options available on major social media platforms • Strategies for creating highly targeted advertising campaigns based on demographics, interests, behaviors, and custom audiences • Discussion on ad formats, bidding strategies, and optimization techniques for maximizing ROI |
|
| 19:00-20:00: | Increasing Engagement and Building Brand Loyalty |
| • Advanced strategies for fostering engagement and building relationships with social media followers • Leveraging user-generated content, influencer partnerships, and interactive content formats • Techniques for measuring and analyzing engagement metrics to optimize social media performance |
|
| 20:00-21:00: | Measurement and Analytics for Social Media Campaigns |
| • Overview of key social media metrics and KPIs for measuring campaign effectiveness • Introduction to advanced analytics tools and techniques for tracking and analyzing social media performance • Interpretation of social media data to derive actionable insights and inform future marketing decisions |
Day 3:
09:30-13:30: Managing the Customer Journey
| 09:30-10:30: | Understanding the Customer Journey |
| • Overview of the customer journey from awareness to advocacy • Importance of mapping and analyzing the customer journey to identify touchpoints and opportunities for engagement • Discussion on common challenges and best practices in managing the customer journey effectively |
|
| 10:30-11:30: | Advanced Segmentation and Targeting Strategies |
| • Techniques for segmenting audiences based on demographics, psychographics, and behavioral data • Advanced targeting strategies for delivering personalized experiences across various digital channels • Case studies illustrating successful segmentation and targeting approaches |
|
| 11:30-12:30: | Building Personalized Customer Experiences |
| • Importance of personalization in digital marketing and customer experience • Strategies for delivering personalized content, recommendations, and communications • Discussion on leveraging data and technology to create seamless, omni-channel experiences |
|
| 12:30-13:30: | Workshop: Customer Journey Mapping |
| • Hands-on exercise for participants to map out the customer journey for their own business or brand • Group discussions and feedback on mapping exercises • Tips for using customer journey maps to inform marketing strategies and optimize the customer experience |
Day 4:
18:00-21:00: Algorithms in Digital Marketing
| 18:00-19:00: | Understanding the Role of Algorithms |
| • Introduction to algorithms in digital marketing and their significance • Different types of algorithms (e.g., search, recommendation, ranking) • How algorithms influence digital marketing tactics and strategies |
|
| 19:00-20:00: | Optimizing Content and Campaigns for Algorithms |
| • Strategies for optimizing content and campaigns to align with algorithmic requirements • Importance of quality content, relevance, and user experience • Techniques for improving search engine visibility, social media reach, and content discoverability |
|
| 20:00-21:00: | Ethical Considerations and Algorithmic Marketing |
| • Discussion on ethical considerations in algorithmic marketing • Challenges related to algorithmic bias, transparency, and accountability • Best practices for ethical algorithmic marketing and maintaining consumer trust |
Day 5:
18:00-21:00: Leveraging AI for Content Optimization
| 18:00-19:00: | Introduction to AI-Powered Content Optimization |
| • Overview of AI technologies used for content optimization • Benefits of AI-driven content optimization for digital marketing campaigns • Examples of AI tools and platforms for content creation, curation, and optimization |
|
| 19:00-20:00: | Tools and Techniques for AI-Driven Content Optimization |
| • Deep dive into AI-powered content generation, personalization, and A/B testing • Hands-on demonstration of AI tools and techniques for optimizing various content formats (e.g., text, images, videos) • Case studies showcasing successful implementations of AI-driven content optimization |
|
| 20:00-21:00: | Implementing AI in Content Marketing Strategies |
| • Strategies for integrating AI into content marketing strategies • Planning and executing AI-driven content campaigns • Measurement and analysis of AI-driven content performance |
Day 6:
09:30-13:30: Developing Advanced Digital Marketing Strategies
| 09:30-10:30: | Advanced Content Strategy Development |
| • Strategies for developing advanced content marketing strategies • Content ideation, planning, and creation processes • Content distribution and promotion strategies for maximum reach and engagement |
|
| 10:30-11:30: | Advanced Paid Media Strategy Development |
| • Introduction to advanced paid media tactics and channels • Targeting options, bidding strategies, and budget allocation • Optimization techniques for improving paid media campaign performance |
|
| 11:30-13:30: | Workshop: Developing and Presenting Advanced Marketing Strategies |
| • Hands-on workshop for participants to develop and present advanced marketing strategies • Guidance and feedback from instructors and peers |
• Marketing professionals seeking to advance their skills in digital marketing.
• Business owners and entrepreneurs aiming to optimize their online marketing strategies.
• Individuals who recognize the importance of digital marketing in today’s business landscape and want to acquire advanced knowledge and skills in the field
Instructors
Zeina holds a Ph.D. in Media and Communication Studies, backed by over 15 years of professional experience in strategic planning, media planning, and data analysis. With a robust background spanning advertising agencies, client-side roles, and academia, Zeina served as the Media Director at Universal Media, overseeing multinational clients.
Zeina’s academic journey also includes a notable teaching career at reputable universities since 2009.Her academic prowess extends to her role as the co-partner of Wowzer Communication Consultancy Studio, where she leads the strategic planning team. Zeina’s expertise lies in crafting ROI-driven communication strategies, digital content strategies, conducting market studies, and developing comprehensive business plans. With an unwavering dedication to research, Zeina’s doctoral dissertation introduced a groundbreaking communication model.
