Course : Developing your digital marketing strategy
Practical course - 2d
- 14h00 - Ref. ATX
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 | Get to grips with the fundamentals of digital marketing and understand its challenges |
| Building a digital marketing strategy |
| Acquire the methods to deploy it |
| Defining and choosing the right tools |
| Monitor and develop your strategy |
Intended audience
Marketing and/or digital marketing managers.
Prerequisites
No special knowledge required.
Practical details
Hands-on work
This highly interactive course is supported by numerous exercises and role-playing exercises.
Teaching methods
In addition to this training course, ORSYS provides Atlas members with Mobile Learning modules. They will be available 7 days before training and for 30 days after training.
Course schedule
1 Digital marketing: principles and challenges
- Learn about the four phases in the evolution of digital marketing: from search engines to the Internet of Things...
- Identify how technologies are profoundly changing consumer habits.
- Analysis of the Gartner Hype Cycle.
- Understand the necessary transformation of companies in the digital age and its impact on marketing.
- Focus on McKinsey's six pillars of digital transformation.
- Big Data and e-CRM.
Group discussion
Brainstorming and cross-exchanges between trainees on the possibilities of digital within their respective companies.
2 Integrating digital into marketing strategies
- Integrate digital into your marketing/communication strategy.
- Prepare the company to deploy digital marketing.
- Understand the challenges faced by different stakeholders.
- Putting together the right teams.
- Discover the BTC methodology: from audit to action plans on the various contact points.
- Identify the challenges of digital for brands and the importance of becoming Digital Friendly.
- From exposure to commitment.
Storyboarding workshops
Examples and success stories of digital integration.
3 Discover the evolution of digital marketing in the age of data
- From emailing to multi-channel relationship programs.
- Discover marketing automation and the new scenario possibilities.
- Understand the different types of Data available to companies and know how to differentiate them.
- Understand the revolution in online advertising: from media planning to audience planning and programmatic advertising.
- Understand changing buying patterns and new marketing targeting possibilities.
- Get organized to face the new challenges and opportunities offered by Data for digital.
- Understand the technical dimensions of the Data Management Platform (DMP) and Customer Data Platform (CDP).
Storyboarding workshops
Discuss the latest developments in digital marketing.
4 Define and develop a winning and effective digital strategy
- Company positioning: internal and competitive digital audit SWOT, PESTEL...
- Mapping the digital customer journey: adapting your digital marketing plan.
- Identify the digital marketing actions to be taken by defining SMART objectives.
- Search engine optimization (SEO) techniques, the key to your company's digital visibility.
- Paid, Owned and Earned Media (POEM), the principles of acquisition.
- Levers: branding, performance.
Role-playing
Based on a real-life case study, trainees define a digital marketing strategy using the methodologies and knowledge acquired during the first day.
5 Deployment methods and tools
- Understand webmarketing, display, e-mailing and content marketing levers.
- From Outbound Marketing to Inbound Marketing, the evolution of consumers' digital expectations.
- High-performance levers for creating awareness and generating leads.
- Use inbound marketing to convert leads into qualified contacts, then into customers and ambassadors.
- Use and mix social networks and know how to manage your Community Management.
- Lead Nurturing and Marketing Automation: the keys to optimizing digital performance.
Hands-on work
Based on a case study, identify the levers for effectively deploying your web marketing strategy.
6 Planning and budgeting your digital campaign
- Implementation of a campaign schedule.
- Budget construction: formulation of traffic and conversion hypotheses, calculation of associated costs, etc.
- Tools available: Gantter...
- Performance measurement: tracking.
- Which performance indicators and why?
- Analyze and manage results. Overview of tools: Google Analytics, Omniture,...
- Organization of reporting: creation of customized dashboards on Looker Studio.
- Definition of an action plan.
Hands-on work
Building a dashboard. Example of a cross-channel dashboard.
Customer reviews
4,2 / 5
Customer reviews are based on end-of-course evaluations. The score is calculated from all evaluations within the past year. Only reviews with a textual comment are displayed.
FLOCH JULIA L.
13/11/25
5 / 5
Olivia is a very good trainer, who listens well and has an impressive range of knowledge. She's punchy, and her training is very interactive. Thank you for everything, Olivia!
MARJORIE C.
13/11/25
4 / 5
Very interesting content. Lots of concepts to assimilate and put into perspective with my company and its activity.
MAÏLYS M.
13/11/25
4 / 5
The content was clear, structured and very practical. The teaching style was fluid and accessible, giving a clear understanding of the concepts while linking them to practical examples. The course was a pleasure to follow and easy to apply in a professional context.
Publication date : 03/14/2025
PARTICIPANTS
Marketing and/or digital marketing managers.
PREREQUISITES
No special knowledge required.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Marketing and/or digital marketing managers.
PREREQUISITES
No special knowledge required.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TEACHING AIDS AND TECHNICAL RESOURCES
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
This programme is an original creation, developed by the teaching teams at ORSYS Formation. Any reproduction, representation, adaptation or use, in whole or in part, without the prior written authorisation of ORSYS, is strictly prohibited. ORSYS reserves the right to take any action necessary to protect its intellectual property rights.
Dates and locations
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Remote class
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Date garantie en présentiel ou à distance
Session garantie
This programme is an original creation, developed by the teaching teams at ORSYS Formation. Any reproduction, representation, adaptation or use, in whole or in part, without the prior written authorisation of ORSYS, is strictly prohibited. ORSYS reserves the right to take any action necessary to protect its intellectual property rights.