1

Reviewing the field of digital marketing and e-commerce

• Understanding how the web has changed: From Web 1.0 to the Internet of Things.
• Review of the state of the web economy.
• Key figures and trends in e-commerce.
• How a contemporary digital business is organized.
• Different business models on the web.
• Measuring the challenges of moving from single-channel to omni-channel.
• Understanding new concepts: Category management, trade marketing, etc.
• Mastering POEM strategy (Paid, Owned, Earned Media).

2

Making the customer central to your digital strategy

• Understanding new behaviors and what motivates Internet users
• Grasping the shift from the transaction model to the relational model.
• Producing content to attract the customer: Inbound marketing.
• Turning the customer into a brand ambassador: The Sherpa strategy.
• Creating new strategic spaces: The Blue Ocean strategy.
• Understanding new customer relations challenges with e-CRM.
• Using customer data with Big Data and Smart Data.
• Review of e-CRM tools.
• Measuring the impact of e-reputation on e-commerce.
• Making it easier for the client to get started: Fundamental principles of UX Design.

3

Optimizing your e-communication

• Creating personas to identify your different audiences.
• Knowing the components of brand attachment.
• Integrating storytelling into your digital strategy.
• Understanding different advertising formats in the digital age.
• Writing for the web: Fundamentals in order to get read and seen.
• Controlling your image on the web: The various tools available.
• Identifying the different roles of social media for the company.
• Using the community to drive growth with buzz marketing and growth hacking.
• Benefits of picture marketing with Pinterest or Instagram.

4

Implementing an effective omnichannel strategy

• Optimizing your search results, the top driver of growth for e-commerce.
• The equation SEM = SEO + SEA + SMO.
• Improve your natural search engine optimization.
• Using Google Adwords effectively.
• Launching an affiliation campaign.
• Diversifying your content marketing: Blogs, white papers, etc.
• Using retargeting as a conversion tool.
• Best practices for emails and newsletters.
• Setting up partnerships: A win-win strategy.
• Generating business at points of sale: Web-to-store, web-in-store, etc.

5

Measuring what new technologies add to the digital strategy

• Review of how social media is being used.
• Choosing networks based on your goals.
• Creating targeted advertising on social media with Facebook Ads.
• Releasing and spreading information via video.
• Challenges of M-commerce and M-marketing.
• Visualizing the benefits of apps and responsive websites.
• Understanding how brands can benefit from geolocation and geofencing.
• Measuring the challenges that the Internet of Things poses for businesses.
• Some emerging technologies and their impacts on the company of tomorrow.

6

Creating a digital marketing plan

• Integrating digital into the company's overall strategy.
• Defining the company's value proposition.
• Defining objectives: Acquisition, loyalty-building, image, etc.
• Benefits and best practices of marketplaces.
• Creating an omnichannel marketing plan.
• Planning actions and web marketing campaigns.
• Managing social media: The role and tools of the community manager.

7

Measuring and analyzing the performance of digital marketing

• Determining key performances indicators (KPI).
• Understanding the concept of tracking.
• Using measurement tools: Google Analytics, Omniture, etc.
• Measuring social media performance.
• Managing opinions, posts, and comments from users.
• Key indicators for e-mail marketing.
• Calculating the ROI of your actions (Return on Investment/Return on Influence).
• Creating a standard digital dashboard.
• Measuring and analyzing competitors’ SEO performance.