Consumers in Singapore spend more than two thirds of their waking hours on digital devices daily, with the top gadget used being the smartphone. With the advent of the smartphone, digital disruption is here to stay and brands need to adopt a customer-focused digital strategy to cut through the noise and stay relevant.

Digital advertising is one of the ways to efficiently reach a wide targeted audience and effectively deliver timely and relevant marketing messages to achieve marketing and business objectives. A well-developed and well-targeted digital advertising campaign can benefit your business in the following ways:

• Significantly improve brand recall (by consistently displaying your ads to your target audience) and drive brand awareness and interaction
• Showcase your ads to relevant customers at appropriate stages of the consumer buying journey, increasing the likelihood of securing purchase
• Amplify the synergy between both online and offline channels (Omni-channel) and to deliver a consistent omni-channel customer experience
• Increase your reach – as consumers today spend a significant amount of time on digital devices (mobile, tablet, desktop)

What will be covered in 2 days:

INTRODUCTION TO DIGITAL ADVERTISING CHANNELS

▷ Understand the Digital Advertising platforms and channels – (Facebook, Google, Aggregators, PPC, SEM, Social, Programmatic) and their impact on the business

▷ Understand Advertising formats (native, text-based, banner, social, video, sponsored, content, push notification, rich media)

▷ Understand the Programmatic Advertising ecosystem (RTB, DSP, SSP, Retargeting/Remarketing)

▷ How to select the right digital advertising channels to achieve marketing objectives

UNDERSTANDING THE CUSTOMER JOURNEY

▷ Understand the digital customer and the digital buying behaviour

▷ How to develop a customer persona

▷ Identify digital advertising campaigns that are best suited to market the product / service offering

▷ Mapping the customer journey and digital touchpoints

DEVELOP DIGITAL ADVERTISING PLAN

▷ Define and understand the difference between Metrics and KPIs

▷ Mapping metrics and KPIs with business and marketing goals

▷ Framework to develop a digital advertising plan

▷ Prioritising digital advertising channels based on marketing goals and budget

▷ Determine budget framework for each digital advertising channel

▷ Develop and implement channel-specific digital advertising strategic action plans

▷ Understanding messaging, copywriting and creative

DIGITAL ADVERTISING ANALYTICS

▷ Tools and platforms to measure and track campaigns

▷ Dashboards for management and teams

▷ Analysing and interpreting reports to measure the impact of digital advertising campaigns on the business performance

INTEGRATING ONLINE AND OFFLINE ADVERTISING

▷ Evaluating the effectiveness of traditional and digital advertising channels based on customer behaviour and sales performance

▷ Best practices on integrating traditional and digital advertising efforts

ASSESSMENT COMPONENT

▷ Short Answers/Structured Questioning (Written Assessment)

▷ Case study (Written Assessment)

Target audience:


Marketing Executives, Marketing Managers, Business Owners, and Digital Marketing Account Managers who oversee/manage paid media and digital advertising campaigns.

Trainer's Profile:

Mr. Roy Wee

Course details :

Date: 29 - 30 March 2021 (Mon, Tue)

Time: 9am - 6pm each day

Location: 10 Anson Road, International Plaza, #25-08 Singapore 079903

Email: enquiry@equinetacademy.com

Contact: +65 6745 0745

You may be eligible for up to 90% SkillsFuture Funding.

Learn more about the course or sign up now