A two-session course (18 and 21 April) covering all the critical points in building an online brand strategy. To do so we will analyse the digital consumer and the online marketing tools available, and explain how to build a brand identity, how campaigns are run, content strategies and web and social media analytics.

CONTENT

1.- The digital consumer

• Findings of the IAB Social Media Study 2022
• Findings of the IAB Ecommerce Study 2022
• Generation Z, Alpha, Millennials
• The metaverse

2.- Online marketing

• Internet presence
• Digital roadmap
• Key elements and USP
• Digital marketing tools

3.- Brand identity

• Brand objectives
• Brand storytelling
• UI/UX Social Media
• PPC campaigns 
• SEO

4.- Digital marketing plan

• Content strategies
• Content planning
• Influencer action plan
• Web and social media analytics