A strong digital presence is critical for business survival in the modern connected world.
This live, instructor-led session targets marketing professionals of all levels who aim to bolster online brand positioning, assess performance, and steward brand image and reputation via a thorough Online Brand Audit.
The combination of multiple online touch points dictates how target audiences view your company and determines their likelihood of choosing to do business with you.
An online brand audit is now a standard practice for evaluating and enhancing brand positioning in specific markets.
While assessing owned online assets for strengths and weaknesses is key, the audit also dissects how the brand is discussed on external channels not owned by the business to evaluate overall perception.
By the end of the online brand audit process, you will be empowered to develop a transformative brand marketing strategy that supports higher-level business goals.
Although classified under 'Brand Management', this course spans multiple organizational disciplines, including customer experience, user journeys, insight discovery, marketing strategy, and planning.
Upon finishing this training, participants will be able to:
- Assess a brand's digital presence for strengths and weaknesses.
- Reveal the business's online reputation and image.
- Identify and reinforce brand positioning in the target market.
- Develop a results-driven brand strategy and an integrated online marketing communication plan.
- Conduct competitive brand analysis and create industry perceptual maps.
- Perform an SEO audit.
- Learn updated SEO guidelines for the AI era.
- Uncover insights on how different customer groups perceive the business and its products or services.
- Manage online social listening efforts.
- Utilize AI to increase the efficiency of routine brand audits.
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