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Program Overview

Developing an Effective Digital Strategy ‘From Engagement to Conversions’

This course will help you make sense of the rise of digital media used for customer engagement by examining the technological evolution that has driven both social change and purchasing pattern shifts. Digital Marketing Strategy works similar to having a business plan – once sorted it guides you to your objectives more efficiently. In this session we are targeting the specifi­c goals and needs of creatives in Pakistan – so the content is geared to that audience, although the principles work for any ‘business’.

We’ll be looking at

  • How digital marketing is transforming business performance for B2C and B2B organizations
  • Prepares attendees for a strategic shift from ‘broadcast marketing’ to targeted customer-­first marketing
  •  Case studies from multiple business sectors, across international markets

The workshop combines teaching best practice digital marketing principles, group exercises which give participants the opportunity to apply the principles to live digital marketing campaigns they are planning and implementing today, and discussion.This approach consistently receives excellent feedback from over 1000 marketers who attend our workshops each year. See appendix for feedback from their post-training evaluation forms.


Training Characteristics


  • Improve knowledge about digital marketing and trends
  • Identify the challenges digital presents to your industry, and the key disruptors
  • Help shift your marketing team from reactive to proactive digital campaign planning
  • Illustrate best practice in digital marketing ands digital monetisation: planning, implementation and digital performance evaluation
  • Examine digital marketing case studies for global brands businesses


This masterclass uses a blend of provoking thought leadership sessions combined with discussion based workshops and exercises to catalyse the digital strategy conversation. It consists of: short lectures, case studies, practical exercises, group discussions, knowledge sharing with industry peers and a real experience that is directly attached to the role and function the participant will serve in their respective organization.


The value of different digital channels in winning and retaining customers

  • How to develop and deliver efective digital marketing strategy How to plan and deliver integrated digital campaigns
  • How to measure and re-tune performance and maximize ROI
  • This masterclass will highlight the challenges, unpack the opportunities and provide delegates with a workable toolkit for their own organization or campaign.


  • Client-side marketers responsible for branding, customer acquisition, customer loyalty, e-commerce, PR, and shopper marketing.
  • It will also benefit marketing agencies looking to update their digital knowledge, and anyone selecting and managing agencies


Training Agenda


This highly customizable Masterclass is a blend of variety of topics that best server the organizational need for digital strategy in a developing economy. The topics covered under this masterclass are:

9.00 – 9:30 Introductions and Learning Objectives

9.30 – 10.15 Welcome to the Digital Revolution

  • Key innovators and technologies driving the digital revolution
  • The contribution of Google, Apple & Apple Pay, Facebook, Amazon
  • Developing digital relationships with consumers

10.15 – 11.15 Know Your Customer

  •  Creating digital customer personas
  • • Understanding digital behavior and digital touchpoints
  • • Group Exercise: Customer persona mapping

11:15 – 11:30 Morning Tea/Coffee 

11:30 – 13:00 Developing World Class Digital User Experiences

  • • Understanding customer needs through usability research
  • • Mapping the experience, user flows and rapid prototyping
  • • Responsive and adaptive design: challenges and opportunities
  • • Testing, refining and constant improvement

13.00 – 13:45 Lunch 

13:45 – 14:45 Using Digital Channels to Drive Online Traffic and Footfall

  • • Mastering Search Engine Marketing (SEO and PPC)
  • • Harnessing the impact of banner and social media advertising
  • • Programmatic planning to improve efficiency and reduce cost
  • • Using location data to deliver efficient geo-targeting campaigns

14:45 – 16.00 Developing Content Plans, Harnessing Social Media Sharing

  • Understanding the ‘Hero Help Hub’ content model
  • • Increasing engagement, followers, friends and advocacy
  • • Harnessing Facebook, Twitter, YouTube, Instagram, LinkedIn
  • • Group Exercise: Content and Social Media planning

16:00 – 16:15 Afternoon Tea/Coffee 

16:15 – 17:00 Analytics, Conversion and ROI

  • • Review of tools to track traffic, downloads, clicks, purchases and shares Developing a digital marketing ROI model
  • • Turning insight into business intelligence to optimise digital performance

17:00 – 17.30 Key Learnings and Action Plan

  • • Summary of key learnings
  • • Group Exercise: Post-workshop action plan

17.30- 18.00 Closing and Certificate Distribution


About Speaker

Rob is a digital marketing strategist and trainer specializing in Customer Journey mapping, Rob - Transforming your business through digital marketingWebsite and app User Experience, E-commerce and Mobile marketing. He works with clients to develop their digital strategy and digital transformation road maps, and partners with world class digital specialists to manage delivery.

He is Founder and CEO at Burn The Sky, the digital strategy and training business serving clients like American Express, CVC Capital Partners, Evolution Gaming, GSK, HSBC, John Lewis, O2, Paddy Power, PwC and global agency networks Dentsu Aegis, Havas, IPG, Omnicom, WPP, Aga Khan Univeristy, HBL, UBL and Faysal Bank.

To assist their digital transformation, Rob helps clients build the digital skills and capabilities of their teams through his roles as:

  • Lead trainer for Google Digital Academy: facilitating their Brand Solutions Masterclass, and Mobile Masterclass programme
  •  Tutor for Squared Online, AVADO, Digital Marketing Institute, the IDM, Econsultancy, Emarketeers and B2B Marketing
  • Producer and facilitator of face-to-face workshops and elearning courses on Digital Strategy and Planning, Mobile Strategy and Execution, App Development and Marketing, UX for Ecommerce Success, Website Optimisation, Content Marketing, Social Media.

Rob has written three best practice books:

  • Mobile Marketing Strategy Guide, for Smart Insights (updated May 2016)
  • Mobile Marketing Best Practice Guide, for Econsultancy (Sept 2016)
  • 10 Key Decisions for mCommerce Success, for a retail client

Rob Thurner Blogs

Transforming your business through digital marketing Registration Form

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PKR. 35,000/-+ Tax per Participant.

Program Venue


19th February 2018 9:00 am to 6:00pm

Contact Us

Khurram Shahzad

Contact :+92 336 915 1977

Email : khurram.s@riphah.edu.pk