In this course you will learn
- How to create a digital marketing plan for fashion with focus on e-commerce and online sales growth;
- Learn the business fundamentals of e-commerce management and the role of digital marketing in driving sales;
- You will understand the Digital and E-commerce KPIs and how to use them to make data driven decisions;
- Customer Journey and User Experience
- Digital Marketing channels and Media mix;
- Marketing funnel: acquisition, segments and goals;
- How to build a Digital Marketing Calendar;
- Search Engine Marketing: SEA, SEO;
- Audiences: re-marketing segments and retargeting campaigns;
- Affiliation and Marketplaces;
- Performance campaigns (CPC, CPL, CPA);
- Google Ads, Search Ads, Display Ads, Dynamic Ads;
- Search Engine Optimization;
- CRM & Loyalty programs;
- Direct Email Marketing;
- Influencer Marketing, Social Media;
- KPIs & Google Analytics.
What skills you will acquire
|Content marketing||Copy writing for web|
Web design fundamentals
|Search Engine Optimisation||Search engines working knowledge|
Content Creation & Optimisation
Search metrics and web analytics
|Digital Advertising||Search Engine Advertising|
|Web Analytics metrics and KPIs||Acquisition: cost per click, cost per acquisition, …|
Engagement: bounce rate, pages per visit, …
Conversion: add to cart, ecommerce conversion rate, …
Retention: returning users, sessions per user, …
|Digital PR||Digital Media relations|
Online press office
Influencer and stakeholders management
|Social Media Management||Working knowledge of relevant social media e.g. Facebook, Instagram, LinkedIn, Twitter, Youtube.|
Knowledge of social media relevant to specific markets e.g. WeChat in China.
|Customer Relationship Management||Direct Email Marketing|
Customer Database Management
Personal data management
Acquisition, Retention, Churn Metrics
What are fashion brands looking for
How to hire a qualified and competent fashion digital marketing professional?
If you need to hire a digital marketing professional you will need to look for very different skillsets depending on the seniority of the position and the role.
For junior positions it is essential to ascertain the ability to deliver at the highest quality the results for which the position is open. And for that reason it is mandatory to look at the achievements of the candidate, whether it’s a digital portfolio, marketing campaigns managed and results achieved, understanding of essential marketing mechanics, knowledge of field specific notions.
For a senior position in digital marketing it is required to understand if the projects managed by the candidate are in line with the goals of the recruiting company. It is advisable that the candidate already managed to achieve the results in his/her previous experiences, the results that the recruiting company is willing to achieve in the near future. On top of that you should find out what type of resources the candidate managed and leveraged to obtain the results achieved in the past. This could have a significant impact on the ability to deliver if the destination company has fewer resources than the previous employer of the candidate.
How to get a job in fashion digital marketing?
In order to get a job in the digital fashion marketing you will need to prove your skills and present the recruiting entity with a relevant CV.
Any specialisation course attended should be included in the CV with abundance of details on the projects managed and achievements.
Experience also non paid but relevant to demonstrate digital knowledge and abilities should be added to the CV.
Marketing courses at university level are preferred but if you are looking for a junior job or a specialised job in social media, design or advertising, a short course with a certification could be also relevant and sufficient to get you in the company.
Once in a company there will be plenty of time and opportunities to continue learning, studying and acquire experience.