Integrated Digital Marketing Strategy Development Workshop

Learn how to develop and or adapt your 2021 digital strategy to be responsive to Covid demands and shifting consumer expectations


}  11:00am-3:00pm     30 Spaces      Online

DDA Strategy Development Workshop

2021 Recovery & Growth Strategy Development Workshop

Learn how to develop and or adapt your digital strategy to be responsive to Covid demands and shifting consumer expectations.


}  11:00am-3:00pm     30 Spaces    Online
DDA Strategy Development Workshop

Course Description

Taking digital seriously means that before you create a social media account, spend money building a website, or even send your first cold sales email, you have a plan of action that is scalable. 

Building a sustainable brand with a competitive market share within traditional industries is now a quicker (and cheaper) process but it requires more than hap-hazard efforts and wishful thinking. Rather, the process is guided by clearly-defined, specific, and targeted strategies.

In this course, digital strategist, Kadia Francis and Digital Brand Coach Jomatrie Malcolm-Gordon will teach you how to develop strategies that will take you from virtually unknown to established in your target industry using digital platforms and tools.

This is a 3-day deep dive course exploring foundational and evolving principles of digital marketing, digital identity development and digital consumer psychology.

Who this course is for

Digital Marketers, sales professionals, small business owners, social media managers and individuals interested in deepening their understanding of digital platforms and how to use these channles to generate leads and grow a business.


  • ZFoundational Principles of Digital Marketing
  • ZIdentifying & aligning business goals
  • ZIdentifying target audience(s)
  • ZHigh impact engagement strategies
  • ZDeveloping high value content
  • ZHow to choose the best channel(s) for your brand
  • ZHow to create an integrated multi-channel sales funnel
  • ZUnderstanding digital advertising
  • ZHow to mine data and analytics to improve your digital marketing efforts
  • ZHow to measure ROI
  • ZDeciphering digital analytics

Day One Workshop Units

Digital Consumerism
  • How tech affects consumer behaviour
  • Digital toucpoints
  • The importance of access
  • Creating a seamless experience

Introduction To Digital Marketing
  • What is digital marketing
  • Traditional vs Digital
  • Types of digital media
  • Social media is NOT digital marketing
  • Hard vs soft sell

Digital Marketing Categories Explained

  • Social Media Marketing
  • Website Marketing
  • Email Marketing
  • Mobile Marketing
  • Influencer Marketing
  • Search Engine Marketing
  • Search Engine Optimization
  • Google Ads
Mapping Business Objectives
  • Defining parameters
  • Identifying goals and objectives
  • Understanding S.M.A.R.T Goals
  • Setting S.M.A.R.T Goals
  • Aligning goals with strategy
Brand Identity Development
  • Brand Identity Prism Digitally Deconstructed
  • Developing your brand personality
  • Brand ideology and messaging
  • Brand language and tone

Day Two Workshop Units

Audience Segmentation + Targeting
  • Audience mapping
  • Developing audience personas
  • Distinguishing audience groups 
  • Niching for specificity

Competitor Scouting
  • Identifying true competition
  • How to spy on competitors
  • Tracking what works
  • Competitive Gap Analysis
  • Capturing audience 

Developing The Right Content
  • The five pillars of good content
  • Types of content
  • Longform vs shortform content
  • Content pillars
  • Identifying head terms/keywords
  • Content planning + scheduling 
  • Content creation tools

Engagement For Growth
  • The importance of engagement
  • Calculating engagement rates

Four principles of engagement 

  • Authenticity
  • Reciprocity
  • Consistency
  • Frequency

  • Building brand relationships
  • Growing your online community
  • 100 True Fans Theory
  • Strategic DM’ing 

Day Three Workshop Units

Digital Funnels
  • The Buyer’s Journey concept explained
  • Types of Digital Funnels
  • Developing a customized funnel
  • Multi-platform funnel integration

Digital Advertising
  • What is Digital Advertising
  • Types of digital Ads
  • How Digital Advertising works
  • Audience response
  • Social media ads vs Google ads
  • Facebook bidding system explained
  • Twitter ads explained
  • LinkedIn ads explained
    YouTube ads explained
  • Google Ads ecosystem explained

Developing a strategy

  • Promotions
  • Campaigns
  • Inetgrated advertising
  • When to advertise
  • Developing an Ads budget


Deciphering Analytics
  • Understanding analytics
  • Key metrics you should know
  • Important Social Media analytics
  • Vanity Metrics (& Why they don’t matter)
  • Google Analytics (web metrics)
  • Measuring ROI
  • The 5 Key KPIs

Workshop Requirements

  • ZNo prior knowledge necessary
  • ZA Mac or PC computer
  • ZStable Internet Connection
  • ZCome ready with all your questions
  • ZA quiet space, pen and paper


  • Live Webinar
  • 3 Weeks
  • } 3 hour Sessions
  • Brands & Businesses
  • iCourse Work Book
  • 48 Hour Video Replay
  • Access Facebook Group
  • Certificate of Completion


December 2nd – 4th, 2020


Kadia Francis

Digital Strategist, Co-Founder of DDA

Kadia is a highly skilled content developer and strategist with over 4 years experience helping local brands win online. She is also the founder of the Digital Jamaica Platform, an information and education resource dedicated to the growth and promotion of Jamaican tech and digital professionals.

Jomarie Malcolm-Gordon DDA Instructor

Jomarie Malcolm-Gordon

Digital Strategist & Mindset Coach

With over 10 years of experience in Brand Strategy and Graphic Design, Jomarie is a communications and marketing consultant and the Chief Branding Maverick of Malcolm Mavericks Creative Consultancy where she helps businesses and individuals gain clarity and confidence in their communication. 

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