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Mastering Digital Marketing: Bridging Organic & Paid Marketing

In the digital age, consumers hold all the power. With the click of a button, they can choose what they want to see, hear, or engage with. It’s easy for your brand to get dismissed as traditional forms of marketing become less effective.

Whether you’re a marketing rookie, a senior marketing manager, or a C-level executive, you need to learn the skills required to make your business thrive in today’s global economy.

Custom-made for entry-level digital marketers; this 2-day interactive Mastering Digital Marketing master class lays bare the foundations of digital marketing. Participants will be introduced to various organic and paid digital marketing practices, as well as learn to plan, execute, track, and measure different marketing campaigns (like paid search, social media, and SEO) to take charge of their digital presence.

Objective

By the end of this course, participants will be able to:

• develop a successful digital marketing strategy and align it with their business objectives and KPIs
• navigate the world of paid advertising
• use social media to reach their customers
• leverage SEO and content marketing to increase their Internet visibility and profit
• Measure the impact and ROI of their digital marketing campaigns

Outline

Day 1

1. Learning Objectives 1.0

• Digital Marketing Fundamentals
• Data-Driven Digital Marketing
• Digital Marketing Objectives and KPI-setting
• Digital Marketing Landscape

2. Learning Objectives 2.0

• Social Media: Organic and Paid
• Choosing the Right Social Media Platforms
• Setting Social Media Advertising Budget

3. Learning Objectives 3.0

• SEO and Content Marketing
• Content Creation for SEO
• Link Building
• Link Building with Content Marketing

Day 2

1. Learning Objectives 4.0

• Paid Search
• Ways to Use Paid Search
• How Paid Search WorksKeyword Match Types
• Google Ads Strategy

2. Learning Objectives 5.0

• Measure and Improve Your Digital Marketing ROI
• Digital Analytics Tools
• Using Google Analytics
• Digital Marketing ROI Metrics
• Measure ROI for Digital Marketing Tactics
• Improve Digital Marketing ROI

In this course, participants will learn:

• the concept of digital marketing in both a B2B and B2C context, and a rundown of the most common digital marketing tactics and the channels
• how to define and align digital marketing objectives and KPIs with organizational goals
• the differences between organic and paid social media, and using both together for the biggest impact
• how SEO and content marketing can work together to boost search marketing efforts
• about the different ways to use paid search, how paid search works, and create a paid search strategy that delivers results
• how to measure and improve digital marketing investment

Who should attend

Junior marketing executives, junior digital marketing managers, marketing managers, marketing directors, digital marketing managers, digital marketing directors, brand managers, media leads

Profile of Gavin Choo

Digital Marketing Entrepreneur & Educator

Gavin is an experienced digital marketer with over 16 years in the industry. Throughout his career, he has held roles in sales, marketing, and business development. Additionally, he has 8 years of experience in professional training and coaching and holds a Singapore WSQ ACTA certification. Gavin's passion lies in helping business owners and marketers achieve measurable success in their digital marketing efforts.

Gavin has acquired several certifications in Google, covering a range of topics. These include Google Ads Search Certification, Google Ads Display Certification, AI-Powered Shopping Ads Certification, and Google Analytics Certification.

As a recognized authority in digital marketing, Gavin uses his knowledge to train professionals in areas like Social Media Marketing, Pay-Per-Click Advertising, Google Analytics, and Search Engine Optimization. He actively contributes to the industry by conducting training sessions and workshops with reputable providers in Singapore.

In addition to his training endeavors, Gavin is the founder of a full-service digital agency. The agency uses a unique combination of strategy, creativity, technology, and data to empower clients in driving growth and gaining a competitive edge. Throughout his career, Gavin has had the privilege of collaborating with exceptional brands, companies, and organizations, including Hansgrohe, NetLink Trust, Agency for Integrated Care, COMO Group, and World Vision International, among many others.