Build an Integrated Online Marketing Plan & Advertising Strategy
β±οΈ Length: 5.9 total hours
β 4.59/5 rating
π₯ 4,631 students
π October 2025 update
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- Course Overview
- Mastering the Customer Journey: Delve deep into the psychology of the modern buyer to understand how different touchpoints influence the final decision-making process across various platforms.
- Data-Driven Decision Making: Focus on extracting actionable insights from complex datasets to refine your promotional efforts and maximize return on investment for every dollar spent.
- Conversion Rate Optimization (CRO): Learn the art and science of fine-tuning landing pages and user interfaces to significantly increase the percentage of visitors who take a desired action.
- Competitive Intelligence Techniques: Develop sophisticated methods for analyzing rival brands, identifying their tactical weaknesses, and positioning your offerings to capture their market share.
- Psychographic Segmentation: Go beyond basic demographics by learning how to categorize audiences based on values, interests, and lifestyle choices for more resonant messaging.
- Attribution Modeling Excellence: Gain clarity on which specific touchpoints deserve credit for conversions, allowing for smarter budget allocation across the entire promotional ecosystem.
- Scalability Frameworks: Understand the mechanics of taking a successful localized campaign and expanding it to reach global audiences without losing brand integrity or efficiency.
- Crisis Management and Brand Safety: Learn how to navigate digital PR challenges and ensure that your brand remains protected in volatile online environments.
- Hyper-Personalization Tactics: Explore the use of dynamic content to deliver unique experiences to individual users based on their previous interactions and behaviors.
- Funnel Architecture Mastery: Study the construction of high-converting lead magnets and nurture sequences that guide cold prospects into becoming loyal brand advocates.
- Emerging Tech Integration: Stay ahead of the curve by understanding how to incorporate artificial intelligence and automation into your daily operational workflows for increased speed.
- Retention and LTV Focus: Shift focus toward increasing the lifetime value of existing customers through sophisticated remarketing and loyalty-driven communication loops.
- Agile Methodology in Promotion: Implement flexible management systems that allow your team to pivot quickly in response to shifting market conditions and algorithm updates.
- Budget Management for Scale: Master the nuances of managing high-spend accounts while maintaining strict control over acquisition costs and profit margins.
- Holistic Ecosystem Synergy: Discover how to make disparate promotional channels work in harmony to create a brand presence that is greater than the sum of its parts.
- Requirements / Prerequisites
- Foundational Marketing Knowledge: Students should possess a solid understanding of basic promotional concepts and have experience running at least one active online campaign.
- Analytical Mindset: A willingness to engage with spreadsheets and statistical data is essential for interpreting the high-level metrics discussed throughout the curriculum.
- Active Ad Account Access: While not mandatory, having access to a live Google Ads or Meta Business account will allow for better practical application of the concepts.
- Familiarity with Analytics Tools: A basic comfort level with platforms like Google Analytics or similar tracking software will help in grasping the advanced measurement modules.
- Creative Problem-Solving Skills: The ability to think outside the box when faced with declining engagement or rising costs is a key trait for success in this course.
- Time Commitment for Implementation: Learners should be prepared to spend extra hours outside of the video content to execute the discussed tactics in real-world scenarios.
- Basic Content Creation Skills: Understanding the fundamentals of copywriting and visual design will assist in the creation of more effective promotional assets.
- Technical Literacy: Ease of use with browser extensions, pixel installations, and basic tag management is recommended for the technical implementation sections.
- Growth-Oriented Mentality: A desire to move past “beginner” tactics and embrace high-risk, high-reward growth experiments is vital for the advanced nature of this training.
- Resource Management Awareness: An understanding of how to manage a marketing budget, even on a small scale, provides necessary context for the scaling modules.
- Skills Covered / Tools Used
- Google Analytics 4 (GA4) Mastery: Move beyond standard reporting to set up custom events, explorations, and pathing analysis to track complex user behaviors.
- SEMrush and Ahrefs Proficiency: Utilize industry-leading tools for deep-dive keyword research, backlink analysis, and identifying untapped opportunities in the search landscape.
- Meta Business Suite Optimization: Learn to use the advanced features of the Meta platform, including custom audiences, lookalike modeling, and CAPI implementation.
- Hotjar and Heatmapping: Visualize user behavior on your web properties to identify friction points and areas of high engagement through visual data representation.
- CRM Integration Tactics: Learn how to sync your promotional data with platforms like HubSpot or Salesforce to create a unified view of the customer lifecycle.
- A/B Testing Frameworks: Use tools like Optimizely or Google Optimize to run rigorous experiments that prove or disprove your tactical hypotheses.
- Looker Studio Reporting: Build automated, visually appealing dashboards that communicate key performance indicators to stakeholders in real-time.
- Canva for High-End Creative: Leverage professional design workflows to produce high-converting visual assets quickly and efficiently without a dedicated design team.
- Copywriting Frameworks: Master the use of psychological triggers like scarcity, social proof, and authority within your promotional scripts and ad copy.
- Programmatic Advertising Knowledge: Understand the landscape of automated media buying and how to leverage display networks for maximum brand reach.
- Social Listening Tools: Monitor brand mentions and industry trends across the web to stay proactive rather than reactive in your communications.
- Project Management for Marketers: Use tools like Trello or Asana to manage complex, multi-stage campaigns and ensure all team members stay aligned.
- Pixel and API Management: Deep dive into the technical side of tracking to ensure data accuracy in a world where cookies are becoming less reliable.
- E-mail Automation Sequences: Build sophisticated “if-then” logic into your email marketing to deliver the right message at the exact right moment in the buyer journey.
- Video Marketing Strategy: Learn how to script, produce, and optimize short-form and long-form video content for platforms like YouTube and TikTok.
- Benefits / Outcomes
- Strategic Leadership Authority: Graduate with the confidence to lead high-level marketing meetings and provide direction to internal teams or external agencies.
- Significant ROI Improvements: Apply advanced optimization techniques to lower your cost-per-acquisition while simultaneously increasing your total lead volume.
- Future-Proof Career Skills: Gain expertise in the latest data-privacy-compliant tracking and automation technologies that are shaping the future of the industry.
- Professional Certification: Receive a recognized credential that validates your ability to handle complex, high-budget promotional portfolios for major brands.
- Enhanced Portfolio Value: Walk away with a comprehensive, professional-grade framework that you can showcase to potential employers or high-ticket clients.
- Efficient Resource Allocation: Learn how to do more with less by identifying and cutting wasteful spending in your current promotional activities.
- Data-Backed Confidence: Stop guessing what works and start knowing, thanks to a systematic approach to testing and statistical validation.
- Streamlined Workflows: Save hours of manual work every week by implementing the automation and reporting systems taught throughout the modules.
- Higher Earning Potential: Position yourself for senior roles or freelance opportunities that command higher fees due to your specialized, high-level skill set.
- Holistic Business Growth: See the “big picture” of how online promotion feeds into overall business health, from customer acquisition to long-term retention.
- Network Expansion: Join a community of over 4,600 like-minded professionals, providing opportunities for collaboration, feedback, and career growth.
- Tactical Versatility: Develop the ability to pivot between different niches and industries using a universal framework for growth and optimization.
- PROS
- Timely and Relevant Content: The October 2025 update ensures that all tactics and tool walkthroughs are current with the latest platform changes and algorithm shifts.
- Expert Instruction: Dekker provides a pragmatic, fluff-free teaching style that prioritizes real-world application over theoretical fluff.
- High Engagement and Rating: With a 4.59/5 rating from thousands of students, the course is proven to deliver value across various skill levels.
- Practical Case Studies: The course uses concrete examples rather than abstract concepts, making it easier to visualize how to apply the lessons to your own business.
- Excellent Value-to-Time Ratio: At under 6 hours, the course is condensed and focused, respecting your time while still providing a comprehensive “deep dive.”
- CONS
- Rapid Pace for Novices: Because this is a high-level training, absolute beginners may find themselves needing to pause and research foundational terms that are assumed knowledge by the instructor.
Learning Tracks: English,Marketing,Digital Marketing
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