WEB AREA MODULES
DIGITAL STRATEGY: online
Overview of all the main online marketing channels, peculiarities and differences between them. From SEO to email marketing, going through social media and coming to mobile, we will try to understand what criteria should guide us in choosing the optimal mix for different types of companies and businesses. We will then discover the integration strategies of the channels aimed at maximizing the contribution of each of them in the cycle that starts from the generation of traffic and must lead to the conversion into sales, considering also offline aspects.
Module which teaches how to use different PPC (Pay Per Click) tools, thanks to which strategies can be implemented in terms of locations, days, hours as well as interests, age and sex of users. These include Google Adwords and its features of both Keyword advertising and Display Advertising (banner).
WEB ANALYTICS BASE
We will teach you to use the software, first of all Google Analytics useful for acquiring business intelligence information on the needs, behaviors, tastes and preferences of your audience. Then implement subsequent web marketing actions whose results will be re-measured and interpreted. Among the other tools we will also talk about A / B testing tools, heat maps, webmaster tools and more.
Through this emerging discipline we will define the sequence of optimal actions (Funnels) to be made to the visitors of its website in order to maximize the chances of converting into customers. We will understand how to attribute to each medium (Seo, Sem, Email, social ...) the right role in the right phase of the conversion process.
The New Business activity traditionally carried out through agents and sales networks in the traditional offline world is increasingly finding online a consideration in affiliate marketing. We will learn to know its principles, intermediaries and software to create, manage and remunerate its online sales force.
SEO: Search Engine Optimization
Activities aimed at optimizing the presence on search engines in order to generate traffic of users interested in their products and services. Historical discipline that has undergone radical changes in the last 2 years, becoming the most holistic of web marketing disciplines.
The DEM (Direct Email Marketing) is a historically dated tool but still extremely effective in stimulating actions that often lead to online sales. We will see all the technological and communicative devices and copywriting to improve the performance of this instrument.
We will discover how, through Smartphones and Tablets, it is now possible to reach your audience and create integrated strategies with other media. We will understand how to design Mobile Apps, mobile advertising campaigns, SMS marketing, mobile Couponing.
The website is the point of departure and arrival of every web marketing action and as such it is a dynamic tool that you must be able to improve and change every day. In this module we will teach to do so, using WordPress, the CMS that allows you to create and manage websites without the need for programming and design skills.
LOCATION BASED MARKETING:
The development of technologies and the mobile world allow today to be able to carry out marketing actions based on the geographical position of our potential customers allowing them to reach them in the right place and time to optimize their advertising costs. We will discover in this module the ways and the software to do it.
SOCIAL AREAS MODULES
FACEBOOK COMMUNITY MARKETING
The creation and management of Facebook Pages; from the daily management of the editorial calendar to the rules of engagement and moderation of the community, through social care and crisis management. There will be ideas for measuring results through analytics.
We will discover the opportunities for advertising, lead generation and social selling that offers the professional Network that now has more than 6 million users in Italy. From the creation, management and moderation of the company pages to the community management of the Linkedin groups up to the possibility of creating advertising campaigns. References will be both personal and business.
We will present the optimal ways of using the social that makes the interaction live, the speed of dissemination and the disintermediation of information its strengths. We will see how to use personal and business profiles, integration with other social networks and news from Twitter Ads.
We will try to understand what peculiarities have allowed Instagram to become the social network that grew the most in the last year, exceeding the number of Twitter users. We will discover how some brands are using the immediacy of visual content in an original and effective way.
We will find out what the actors with which to make public relations online and how to interact effectively with them, using the tools that help us to simplify our lives. How to work profitably with Bloggers, online Publishers, influencers, social stars.
WORDPRESS FOR BLOGGING
We will make you understand why the Blog is the center of the best social media marketing strategies as well as the first channel of content marketing to consider to address their users. We will find out how to use WordPress and the main plugins to become autonomous in managing a blog and to write content that is optimized for search engines.
Several software and tools are able today to read conversations that take place online and on social media and to return data that can allow you to evaluate opinions and perceptions in relation to a brand, a product, a campaign. We will find out what they are, how and when to use them to improve our web reputation.
We will learn to produce content that can attract, engage and respond to our potential customers. We will discover how to enhance them thanks to a company blog, maximize their distribution through social media. We will learn to use useful tools to facilitate the creation (CMS, visual content tools, video content, infographics, image processing) and automate posting on social media.
We will set up advertising campaigns with all the tools that Facebook provides to reach millions of potential customers but in a targeted way based on gender, age, domicile and interests. From Facebook adv to the sponsorship of content, from the Offer to the Facebook remarketing and then analyze the results with Facebook Insights.
We will discover how even a small company can set up a video marketing and video advertising strategy reaching the right audience even with limited budgets. We will learn how to create a Youtube channel, make the right video content, advertise it with Adwords for video and monitor its results with Youtube analytics.
We will discover the characteristics that make G a platform for integration between the world of the web and social media, a tool for integrating Google services. We will understand how to use it not only for social purposes but also for SEO purposes, not neglecting some tools such as circles and Hangouts.
We will discover the world of content curation and visual content marketing principles on which this social network is based, of particular interest for the worlds of fashion, automotive, design and food. To then understand how to use it in the company.
We will start from the definition of our professional positioning and then take the first steps, as always helped by the right tools, aimed at increasing our personal visibility both on search engines and on social media. We will define a personalized action plan for each participant, in order to change our career and realize our professional dreams!
NEW SOCIAL MEDIA EMERGING (REAL TIME MARKETING: SNAPCHAT, TELEGRAM, WHATSAPP, MESSENGER)
In this final module we will explore the growth and application potential of different emerging and niche social networks. And we will try them live, of course. We will learn, depending on the company we work for, to find the niche social networks that can best enable them to reach their audience.
You will learn what it is and how to make digital storytelling, what are the characteristics of a successful corporate communication, how do the brands tie their customers to a story and not directly to a product or service. We will teach you how to use the web and social channels to create the brand identity, own or the company we work with, building an effective customer journey that sells ... without selling.
ADVANCED MODULES WEB AREA E-COMMERCE
We will define the critical success factors of an online sales project by analyzing the best results for each of them. We will talk about online strategy, online sales channels, technological choices but we will not miss offline topics such as range choices, warehouse management (Drop Shipment), Customer service and organizational set-up.
We will present the latest updates in search engine algorithms (Google Panda, Penguin, Hummingbird and others) that determine significant changes for the activities of SEO specialists. In particular, the increasing need for integration between this discipline and the issues of content marketing, social media, and semantics in order to produce results. We will also propose some advanced tools.
WEB ANALYTICS ADVANCED
The increasing availability of information available in the digital marketing world requires the ability to use tools that can effectively integrate them as Google's Universal Analytics. In this module we will learn to integrate mobile and desktop data with data from social media and social analytics. We will also discover and use tools of A / B testing and eye tracking to improve the understanding of preferences, habits and interests of our potential customers.
You will learn how to design immaterial design, to create an effective strategy to improve the user experience on a 360-degree website. You will understand the difference between UX and UI because to be really useful for users who visit a site is not enough graphics: the interface is not the solution. We will explain what the user experience is, what the important elements for the success of a successful project: website usability, content strategy, visual design, information architecture, user research, graphic interaction and many others, in addition to the indispensable tools for maximum effectiveness of the user experience.
We will analyze the pros and cons of the various avenues for the choice of its E-commerce platform evaluating risks and opportunities of each of them from the use of proprietary solutions up to the choice of an open source CMS (content management system). We will indicate why we are inclined to choose Open Source solutions and in particular for Magento CMS. We will create online stores using the same Magento and we will teach you to use its main functionalities: from the creation of the product catalog to the enrichment of the product sheets, from the marketing functionalities
SEM ADVANCED Programmatic
We will understand how the emerging technologies of Programmatic Buying and Real Time Bidding are giving a new direction to the SEM sector and we will understand the logic on which these technologies are based. But we will also deepen the opportunities of Retargeting / Remarketing technologies and we will try the tools made available by the main players in the sector.
This school offers programs in:
Last updated July 14, 2018