In today's interconnected world, a brand's digital presence is crucial for business survival.
This instructor-led live training is designed for marketing professionals at all levels who want to enhance a business's online brand positioning, evaluate brand performance, and manage brand image and reputation through a comprehensive Online Brand Audit.
The accumulation of various online touchpoints ultimately determines how target audiences perceive your company and whether they decide to engage in business with you.
Conducting an online brand audit has become a standard practice for businesses to evaluate and strengthen their brand positioning within a specific market.
Beyond assessing the strengths and weaknesses of your brand's owned online assets, this audit analyzes how your brand is discussed on external channels outside your control, helping to evaluate brand perception.
By the end of conducting an online brand audit, you will be equipped to develop a transformative brand marketing strategy that aligns with broader business goals.
Although categorized under 'Brand Management', this course touches upon many other organizational disciplines, ranging from customer experience and online user journeys to insight discovery, marketing strategy, and planning.
Upon completion of this training, participants will be able to:
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Evaluate a brand's online presence for strengths and weaknesses.
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Uncover a business's online reputation and image.
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Identify and strengthen a brand's positioning in a specific market.
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Build a results-driven brand strategy and an integrated online marketing communication plan.
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Conduct a competitive brand analysis and create industry perceptual maps.
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Conduct an SEO audit.
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Learn the updated SEO guidelines in the age of AI.
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Uncover valuable insights about how different customer groups perceive a business and its products or services.
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Administer online social listening.
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Use AI to make conducting routine brand audits more efficient.
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