Digital Capability Development and Training
Optimising digital capabilities has become critical to the success of any commercial organisation. Changes in consumer behaviour with Covid-19 have made it even more important.
We’ll tailor the content dependent on the needs and level of understanding of your team.
Two sample course outlines are below.
Essential digital marketing skills
Essential Digital Key Account Managers (KAM) Skills
Essential Digital KAM skills provides account managers with the essential skills required to engage in productive digital conversations with key customers or retailers.
This programme is geared to providing KAMs with a clear understanding of what eCommerce and digital commerce is, its language, and to develop their skills in planning to influence brand performance at the digital point of purchase.
We recently gave eCommerce training to a B2B business Hagen which is the market leader in several petcare categories in the UK. This led to us developing their Direct To Consumer strategy and running their digital marketing to help them drive rapid growth for the business. We are on course to deliver significant incremental profit for the business this year.
An example of the topics covered in a recent digital training course we delivered is below:
Module 1
Introduction to digital commerce
- What is digital commerce?
- Digital commerce as the main force of growth for retail
- The role of digital in the consumer & shopper journey
- Digital vs bricks ‘n mortar – a different playing field
- The language of digital commerce
Module 2
Winning the consumer journey and digital
- The omnichannel consumer
- Zero Moment of Truth
- Digital media
- Creating the right content across the consumer journey
- Search
- Leveraging reviews
- Creating the right assets for omnichannel
Module 3
Driving conversion at the digital point of purchase
- 7 omnichannel assets
- Digital 5 P’s
Module 4
Planning to influence the digital customer
- Bricks ‘n mortar versus digital customer management
- The digital business plan
- Digital gap analysis
- Selling the digital idea
What our clients say
Contact us to find out more
Some of our team
Before Entropy Alex was the Marketing Services Director at Unilever. He has also worked in digital leadership roles at varied brands including American Express, Kellogg’s and The Post Office.
Alex Tait
Founder
Rachel Jones
Mark Little
Consultant
Case Studies
