Cross-channel Digital Advertising & Programmatic Marketing Training Course

Introduction

The Cross-Channel Digital Advertising & Programmatic Marketing Training Course is designed to equip professionals with the knowledge and skills needed to leverage digital advertising across multiple platforms and automate marketing processes through programmatic technologies. As the digital advertising landscape evolves, it becomes crucial for marketers to integrate various channels, such as social media, search engines, display networks, and email, while utilizing programmatic tools to optimize targeting, bidding, and campaign execution. This course provides a comprehensive understanding of cross-channel strategies, programmatic advertising, and advanced data analytics to deliver personalized and efficient marketing campaigns.

Target Audience: This training course is tailored for marketing professionals, digital advertising specialists, media buyers, brand managers, campaign managers, and marketing managers looking to enhance their knowledge of cross-channel advertising and programmatic marketing. It is ideal for those involved in managing digital marketing campaigns across multiple platforms and those aiming to develop a deeper understanding of programmatic tools and technologies.

Course Objectives: Upon completing this course, participants will be able to:

• Understand the principles of cross-channel digital advertising and the importance of an integrated marketing strategy.
• Gain a thorough knowledge of programmatic marketing, including real-time bidding (RTB), demand-side platforms (DSPs), and supply-side platforms (SSPs).
• Learn how to create effective cross-channel advertising campaigns by combining search, display, social, video, and other digital channels.
• Develop the skills to automate campaign delivery, optimize bidding strategies, and ensure efficient media buying through programmatic technologies.
• Analyze and utilize data from various advertising platforms to make informed decisions, improve targeting, and enhance campaign performance.
• Explore the role of audience segmentation, data management platforms (DMPs), and artificial intelligence in programmatic marketing.
• Understand privacy concerns, data compliance issues, and the ethical considerations when using programmatic advertising tools.

This course will enable participants to execute successful, data-driven marketing campaigns that maximize ROI through efficient cross-channel strategies and advanced programmatic tools.

Duration

10 Days

Course content

Introduction to Cross-Channel Digital Advertising

• Overview of digital marketing channels
• Importance of an integrated cross-channel strategy
• The evolution of digital advertising

Digital Advertising Ecosystem

• Key players in the digital advertising space
• The role of demand-side platforms (DSPs) and supply-side platforms (SSPs)
• Programmatic advertising basics

Understanding Programmatic Marketing

• Real-time bidding (RTB)
• Programmatic direct and guaranteed deals
• Automation in digital advertising

Cross-Channel Advertising Strategy Development

• How to design a cross-channel strategy
• Identifying and integrating the right channels (search, display, social, video, etc.)
• Aligning cross-channel strategies with marketing goals

Creating Effective Programmatic Campaigns

• Setting up programmatic campaigns
• Creating custom audience segments
• Campaign structure and optimization

Targeting, Segmentation, and Personalization

• Understanding audience behavior and data collection
• Implementing audience segmentation strategies
• Personalizing messaging and creative for different channels

Media Buying and Real-Time Bidding (RTB)

• Understanding the media buying process
• Using RTB for ad inventory purchasing
• Optimizing bids in real-time

Programmatic Ad Formats and Placement

• Types of programmatic ad formats (display, video, mobile, native, etc.)
• Choosing the right ad format for your audience
• Placement strategies across multiple channels

Measuring and Analyzing Cross-Channel Campaigns

• Key performance indicators (KPIs) for cross-channel campaigns
• Attribution models and cross-channel analytics
• Using data to measure campaign effectiveness

Data Management Platforms (DMPs) and Audience Insights

• The role of DMPs in programmatic marketing
• Collecting, managing, and utilizing first-party data
• Integrating third-party data sources for better targeting

Optimizing Programmatic Campaigns

• Campaign tracking and performance metrics
• Adjusting bids and targeting to maximize ROI
• A/B testing and creative optimization

Cross-Channel Creative Strategy

• Developing consistent messaging across channels
• Optimizing creative assets for different platforms (Facebook, Google, Instagram, etc.)
• Using dynamic creative optimization (DCO)

Programmatic Video and Mobile Advertising

• Strategies for programmatic video ads
• Mobile-first advertising and cross-channel strategies
• Programmatic video ad buying through DSPs

Privacy, Data Compliance, and Ethical Considerations

• Understanding data privacy laws (GDPR, CCPA, etc.)
• Ethical issues in programmatic advertising
• Best practices for handling user data responsibly

The Future of Cross-Channel Digital Advertising & Programmatic Marketing

• Emerging trends in programmatic advertising (AI, machine learning, etc.)
• The impact of privacy regulations on programmatic advertising
• Innovations in cross-channel campaign management and optimization

These modules provide a comprehensive framework for mastering cross-channel digital advertising and programmatic marketing, empowering professionals to leverage these strategies for high-performance, data-driven campaigns.

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Training Venue

The training will be held at our Skills for Africa Training Institute Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Skills for Africa Training Institute certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Terms of Payment: Unless otherwise agreed between the two parties’ payment of the course fee should be done 5 working days before commencement of the training.