This workshop is designed for marketers/team leaders, digital marketers and eCommerce specialists who are looking to understand how to set a holistic digital strategy for their channels that works for their budget, team, and overarching business goals.
Creating a digital strategy can be daunting and challenging without the knowledge of wider business goals, the metrics that define success and how channels work together holistically to drive growth.
This workshop helps participants to build a holistic digital marketing strategy from the ground up, starting with setting the expectations of the wider business on what success looks like for each channel, followed by showing participants how channels work together and how to identify the value they each bring, particularly when some key stakeholders look solely at numbers and conversions.
It guides participants to set a strategy using data unique to their customer and product offering, offers a take home marketing budget template for participants to utilize in their workplace, as well as some strategies to implement across paid social, paid search, SEO, and content.
Who is it ideal for:
Marketers, digital marketers, and eCommerce specialists.
Learning Outcomes:
- Learn what goals to have, and metrics to measure for each channel.
- Live walk through of conversion pathways and time to purchase data in Google Analytics, and how to use this data in your strategy.
- Live walk through of conversion and assisted conversion value in Google Analytics to understand the direct and indirect value of each channel and get a holistic view of how channels impact each other.
- Learn how to create a marketing budget and how to allocate by channel using your data.
- Learn how to set up an A/B test to validate the existence of a channel, or better understand its indirect value as part of your digital strategy.
- See examples of when channels work well together to maximise ROI
- See examples of when channels compete and cannibalise sales
Topics covered:
- Setting a strategy up for success
- Understanding how your customer converts
- Understanding assisted conversion value of all marketing channels to determine budget allocation and paint a holistic picture of your digital landscape
- Creating and populating a marketing budget
- A/B testing the value of a paid channel as a direct and indirect revenue stream
- When channels work well together
- When channels compete
Course experience
- Marketing budget template provided to use post-workshop
- A/B testing framework to implement post-workshop
- Holistic strategies to trial for most budgets post-workshop
- Q&A and feedback
Facilitator
Ali Worrall
eCommerce & Marketing Expert
Ali has worked in eCommerce and marketing for over 10 years across the fashion and skincare space. She started her career with General Pants Co, before moving to fast-fashion scale ups Tiger Mist and I.AM.GIA, and most recently leading the marketing and eCommerce department at skincare brand frank body.
In her time at Tiger Mist and I.AM.GIA, she led a re-platform, rebrand and tech-stack overhaul for Tiger Mist to enable the brand to scale globally, and launched the I.AM.GIA brand in 2017 where she created the digital footprint of the brand that you see today.
Most recently at frank body, Ali led the global go-to-market planning for the launch of over 30 products across wholesale and online, a category launch into personal care and the overhaul and relaunch of loyalty program Hotel Pink. In 2020, she took the role of interim CMO and was instrumental in expanding the brand and team in North America and the UK.
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*This course qualifies for 16 CPD points under the AMI’s Certified Practicing Marketer program.
