Training in Digital Communication and Marketing 2.0

In the dynamic landscape of business and marketing, staying ahead of the curve is essential. Our “Digital Communication and Marketing 2.0” training program is designed to equip participants with the knowledge and skills needed to thrive in this rapidly evolving digital era. This program delves into the latest trends in marketing and corporate communication, offering invaluable insights into the transformations witnessed over the past five years.

Key Objectives:

At the end of this training, the participant will be able to:

1. Analyze Evolving Trends: Understand the changes observed over the last five years in the main fields of marketing and corporate communication. Explore the shifting paradigms and emerging strategies that have reshaped the industry.
2. Mastering the 2.0 Concept: Grasp the origins and implications of the 2.0 concept, spanning business management, marketing, communication, and stakeholder engagement. Digital media and social networks will be highlighted for their central role in accelerating change.
3. Practical Application: Acquire a toolkit of tools and methodologies that enable quick and efficient learning within your respective professional environment. Gain practical skills that empower you to navigate the digital landscape effectively.

Whether you’re a marketing professional, business manager, or communication specialist, this training program is tailored to enhance your expertise and keep you at the forefront of the digital revolution. Join us to discover the strategies and insights that will drive success in the era of Digital Communication and Marketing 2.0.

Registration

Interested in these topics? Then register for the training course on 7 & 8 December 2023 at 8.30am. The training session will be conducted in English.

Find all the details about the course below.

Description

• What are the trends in marketing and corporate communication?
• What is the impact of 2.0 in business management, marketing and communication?
• Digital media and social networks will be highlighted for their central role in accelerating change.

Objectives

At the end of this training, the participant will be able to:

• analyse the changes observed over the last five years in the main fields of marketing and corporate communication
• know the origins and implications of the 2.0 concept, whether in terms of business management, marketing, communication or stakeholder engagement. Digital media and social networks will be highlighted for their central role in accelerating change.
• apply tools and methodologies that enable quick and efficient learning within their respective professional environment

Programme

• Origins and implications of the concept 2.0
• Changes in consumer behaviour
• Generations X, Y and Z
• Perception of brands and mass communication
• Virtualisation of communication
• The evolving role of digital media
• Social networks and group dynamics
• Mobile communication and “nomadic” behaviour
• Media planning 2.0
• Analytical monitoring and ROI (Return on Investment) metrics
• Customer Relationship Manager (CRM)
• Community management and rules of engagement
• Types of content; types of messages; types of issues
• Multi-pronged stakeholder engagement strategies
• Social” business models
• Prospects

Target audience

• Marketing or communication managers of companies or organisations
• Communication consultants, employees of communication/advertising agencies
• Anyone wishing to learn about marketing 2.0 and social networks

Search Engine Optimisation (SEO) is a crucial digital marketing strategy that focuses on improving the visibility and ranking of your website in organic (non-paid) search engine results. By optimising your website and its content, you can attract more relevant traffic, increase brand awareness, and drive conversions.

SEO Tips

Here are some steps to improve your natural search through SEO:

1. Keyword Research: Identify relevant keywords and phrases that your target audience is likely to use when searching for products, services, or information related to your business. Use keyword research tools to gather insights and prioritize keywords with high search volume and low competition.

2. On-Page Optimization:

• Title Tags: Craft unique and descriptive title tags for each webpage, incorporating relevant keywords.
• Meta Descriptions: Write compelling meta descriptions that provide a concise overview of the page’s content and encourage clicks.
• Header Tags (H1, H2, H3): Use header tags to structure your content and signal the hierarchy of information.
• Keyword Placement: Incorporate your target keywords naturally in the content, headings, and subheadings.
• Internal Links: Include relevant internal links to other pages on your website to enhance navigation and user experience.

3. Quality Content Creation: Develop high-quality, informative, and engaging content that addresses the needs and interests of your target audience. Regularly update your website with fresh content, such as blog posts, articles, videos, infographics, and more.

4. Mobile-Friendly and Responsive Design: Ensure your website is mobile-friendly and optimized for various devices, as Google considers mobile compatibility a ranking factor.

5. Page Load Speed: Improve the loading speed of your website by optimizing images, minimizing code, and utilizing browser caching. A faster website provides a better user experience and can positively impact rankings.

6. Secure and Accessible Website: Implement HTTPS to ensure a secure browsing experience for users. Also, make sure your website is accessible to people with disabilities by following web accessibility guidelines.

7. Backlink Building: Acquire high-quality backlinks from reputable and relevant websites. Backlinks signal to search engines that your content is valuable and authoritative.

8. Social Signals: While the direct impact of social media on SEO is debated, a strong social presence can indirectly contribute to improved search rankings by increasing brand visibility and engagement.

9. Local SEO: If you have a physical presence, optimise your website for local searches by creating and optimising Google My Business listings, local citations, and obtaining positive reviews.

10. Technical SEO:

• XML Sitemap: Create an XML sitemap to help search engines understand the structure of your website and index your pages more effectively.
• Robots.txt: Use a robots.txt file to guide search engine crawlers to the parts of your site that should be crawled, indexed or not.
• Canonical URLs: Implement canonical tags to prevent duplicate content issues.
• Structured Data Markup: Add structured data (schema markup) to your content to help search engines understand the context of your information.

11. Monitor and Analyze: Regularly monitor your website’s performance using tools like Google Analytics and Google Search Console. Track keyword rankings, organic traffic, user behaviour, and other relevant metrics to identify areas for improvement.

Remember that SEO is an ongoing process that requires continuous monitoring, adjustment, and adaptation to stay competitive in search engine rankings.

To find out more join our training course

Learn more and join our training course in French on 20 October at the House of Training.
More details and registration link can be found here.

The “Marketing & Communication – Business Management Toolbox” training programme, organised by the House of Training in Luxembourg, offers a comprehensive and flexible learning experience, empowering participants to master vital marketing and communication skills.

Covering topics from strategic marketing and operational techniques to branding, distribution, pricing, and communication strategies, the programme caters to a diverse audience including company executives, new team managers, middle managers in SMEs, and ambitious employees.

By completing this programme, participants will gain the expertise needed to drive commercial strategies, manage products, optimise branding efforts, navigate distribution channels, implement effective pricing models, and execute impactful communication campaigns, making it an essential resource for success in the dynamic landscape of business management.

Are you interested in these topics? Then register for the training course on 16 October 2023 at 9.30am. The training session will be conducted in English.

Find all the details about the course below.

Description

Objectives

Upon completion of this path, participants will be capable of:

• Setting up a commercial strategy

Learning methods: Virtual class / Autonomous learning

Strategic marketing and operational marketing

• Commercial and non-commercial marketing
• Goods vs services
• The notion of ‘need’
• The notion of ‘client’
• The product
  • Segmentation
  • Targeting and positioning
  • Product lifecycle
  • New products
• Branding
  • The roles of branding
  • Brand name
  • Brand capital
• Distribution
  • Offline, online and multichannel distribution
  • Distributor brands
• Price
  • Choosing a price
  • The price of new products
  • Price positioning and prestige pricing
  • Price according to perceived value
  • Price according to economic advantage
  • Market price and flexible prices
• Communication
  • The objectives of communication
  • Media advertising
  • Digital marketing

Target audience

• Executive of small or medium-sized business
• New manager who has acquired sufficient experience to be responsible for a team; person with more than ten years’ experience but no initial training in management; needs to cope with new responsibilities, and needs to learn everything about this new role
• SME manager in direct contact with the business’s executives
• Young manager in a defined career plan within the business who needs to upgrade and prove his/her knowledge in order to be considered for promotion
• Employee aiming at a managerial position
• Employee with ambitions of promotion who decides on his/her own initiative to train in order to improve his/her skills and prove they have been acquired.
• Self-employed person whose business has developed considerably over the years, and now has to manage people and unite them in respect of his/her vision
• New business manager
• Person who has recently been given responsibility for managing a project, activity, budget, etc. within a large organisation