Constant learning and firefighting

• Digital marketing planning cornerstones
• Digital marketing planning - a team sport
• Challenges of developing a digital marketing plan
• Framing your Digital Marketing Plan
• Developing your blueprint

• The four digital marketing lifecycle phases
• Marketing ecosystem
• Omnichannel, multi-platform customer lifecycle
• Channels and commercial objectives
• Digital marketing phases real-life implications
• Phases, channels, campaigns and digital marketing mix
• Anatomy of a marketing campaign
• Segmentation and flexibility
• Frequency response and moments of truth

• If it can't be measured …
• Phases and metrics
• What are we measuring? A digital marketer's view
• ROI or profitability?
• Specific metrics for each of the four phases.
• Adapt metrics to your business (not vice-versa)
• Align campaign metrics with the four phases
• Analyze current performance and set your targets
• Dashboards and data sources
• Experience vs data

• Specialist skills and horse riding
• Architects, generalists and agencies
• External resources (working with agencies)
• A checklist to select a digital marketing agency
• Create a solid scope of work for the agency
• Developing a digital marketing team
• Align digital marketing plan with hiring
• Skills or postcode?
• A note about tools and applications (software)

• Opportunities and distractions
• Search engine optimization
• Display advertising
• Affiliate marketing
• Paid Search (PPC)
• Location-Based Advertising (mobile-first)
• Social media
• Email & marketing automation
• Working with digital marketing intermediaries

• No gaps in the budget
• Forecast, analysis, control
• Return on marketing investment (ROMI)
• Digital marketing for “pure-online” (e-commerce) businesses
• Cost control  

• Test, revise, improve, repeat
• Theory of marginal gains
• Marginal gains and campaign execution
• Example of marginal gains
• Agile Scrum project management
• Kaizen mindset

• Surprise and delight
• Nurture. Customer retention foundations
• Understanding customer churn
• Customer Journey Optimization
• Framework of a loyalty program

Scenarios and landscapes

Landscapes and scenarios

Planning components

Digital marketing systems

Selecting digital marketing channels

Precision and scale

Systems and segments

Meaning vs Medium in the age of convergence

• Status quo
• Trace your boundaries
• Priorities
• Forecasting
• Resources
• Testing
• Analysis
• Optimisation
• Scale