Marketing Your Business in a Digital World - Workshop 3

Date
25 May 2017 09:30 - 13:00 
Location
Dungloe Public Service Centre, Gweedore Road, Dungloe, Co. Donegal, F94 H4CF

Dungloe Public Service Centre
Description
What will you learn by attending this workshop?
Mr. Conor Boyce will give an introduction to the Digital Marketing Planning Process, a comprehensive and detailed overview of the entire Digital Marketing Planning process, from start to finish. This will introduce the use of useful templates and frameworks, such as, Sostac Model, Value Proposition Framework, Lean Canvas Framework or funnel metrics.

You will also familiarize with an extremely relevant tool to develop your online business: Web Analytics. You will learn how to drive strategy and how to integrate digital technologies to help boost and streamline online activities. Therefore, you will understand how to build a Digital Measurement Plan composed by: 

a) Acquisition
b) Conversion rate optimisation
c) Building retention 


About Mr. Conor Boyce
Boyce is a strategic marketer who has worked in senior management positions for nearly thirty years. He was the first sales marketing manager at Marine Harvest Ireland where he helped establish a global network of importers and distributors. He also worked for Donegal Parian China and was General Manager of a large seafood processor in West Donegal.


Check the Agenda.
This workshop is free of charge. However, registration is essential since there are only 20 places available.
To register, please email amaia.sanchez@ernact.eu or call 0749168212.
Aim
The primary emphasis will be on developing a digital strategy to promote your business online.

Programme


25 May 2017   09:15 - 12:45 
Time Description Speaker
09:15
Registration
09:30
The Digital Marketing Planning Process
A comprehensive and detailed overview of the entire Digital Marketing Planning process from start to finish. This will introduce the use of templates and frameworks to guide attendees through the marketing planning process.
Mr Conor Boyce, CEO, Earlytoe
10:15
Implementing marketing theory and practice in a Digital Business environment
The changes driving the online buyer journey will be set out with how Digital Disruption affects all businesses. This will give participants a very clear idea of how to implement marketing theory and practice in a Digital business environment. It is structured in a step by step sequential manner.
Mr Conor Boyce, CEO, Earlytoe
11:00
Refreshment Break
11:15
Building a Digital Measurement Plan
A demonstration of how to build a Digital measurement plan specific to each company/industry will be provided. We will cover all the Digital tools required to grow scale and build online traction:

• Overview of different types of online business models, skills of a modern marketer and the evolving journey of the customer.
• Building Strategy/Planning Insight through Data
• Market segmentation and defining marketing personas, defining and crafting online value proposition, a product market fit, and the SWOT analysis
• Building traction and linking strategy to objectives
• Inbound marketing methodology - role of content
• Principles of conversion rate optimisation
• Digital marketing platforms and when, how and what to automate
Mr Conor Boyce, CEO, Earlytoe
12:00
How key elements of the Digital Strategy Plan relate in your own business environment
During the workshop, each participant will be encouraged to think and write down how key elements of the Digital strategy plan would relate in their own business environment, such as:

• Defining your business model
• Identifying most optimum target market subsets
• Identifying sources of competitive advantage
• Mapping out customer personas
• Company SWOT analysis
• Understanding your value proposition
• Identifying Macro and Micro website conversions
• Identify top three business objectives
Mr Conor Boyce, CEO, Earlytoe
12:45
Workshop Close and Lunch