Want to accelerate your career in the highly sought-after digital marketing field? But have no idea where to start? Telerik Academy Upskill Digital Marketing is designed and led by digital marketing gurus with global experience who can help you become a 360-degree marketing professional.
Meet the Digital Marketing Lead Trainer Ina Toncheva, who has 13+ years of experience in communicating and driving tech products' growth in the digital environment for companies like Telerik, Progress and Chaos Group. Ina is also a co-founder of the end-to-end digital marketing consulting agency The Indigitals.
She explains the goal of Telerik Academy's Digital Marketing Program and shares some behind the scenes insights from its previous edition. Let's dive right in.
What does a holistic marketing approach mean? Ina gives a specific example:
After closing their physical store in Sofia, a clothing brand starts using social media ads to boost its sales. The ads bring lots of traffic to the website, but they are barely converting into sales. So, how to solve the problem and increase the conversion rate of the ads?
The ads KPIs look great – from inexpensive CPS, through high CTR and plenty of traffic to the website. Nevertheless, more than 96% of users drop after viewing several pages on the website and another 3% drop through the checkout process. In fact, less than 1% of the traffic converts to sales.
The brand came to Ina and her colleagues to optimize their advertising, but the issues were elsewhere. Taking a closer look at the case, Ina’s team identified the following obstacles, standing in the way of conversion to sales:
“No matter what the company has identified as a marketing issue, it is usually just a symptom of a different problem. To be able to spot it, the digital marketer needs to have an encompassing knowledge of all marketing disciplines and how they work with each other,” explains Ina.
That’s a holistic marketing approach. By adopting it, marketers can identify the root cause of a problem and offer a long-lasting and sustainable solution rather than a quick fix. The latter deals with the short-term symptom and does not solve the underlying problem.
“That is why we teach holistic marketing in the Digital Marketing program at Telerik Academy,” concludes Ina.
Telerik Academy’s digital lecturers build upon students’ existing knowledge in diverse areas like:
The overall idea is to train well-rounded digital marketers, who can successfully tackle their day to day challenges and accelerate their careers.
Ina is one of the 12 lecturers and digital marketing experts from prominent companies like Google, Telerik, Progress, SiteGround, and their own exponentially growing marketing agencies. They share hands-on strategies, frameworks, tools and tricks they’ve learned through their extensive practice.
Ina shares that one of the major benefits of the program is that students start to put the theory into practice immediately.
“We split them into teams, and they’re being assigned on real-life cases provided by companies such as SiteGround, Raiffeisen Bank and AwardSpace. They develop the project from start to finish and present their analysis of the case at the end of the program – identifying gaps and opportunities and coming up with solutions for improvement. Just like a consulting agency would do.”
Want to take a sneak peek at a few slides from the students’ presentation last year? Ina is happy to showcase them:
A Table of Content, showing the scope of the practical project
The marketing funnel excerpt from a student’s presentation. Here, the funnel is mapped to the users’ needs, the communication channels used at each stage and the relevant metrics
Creative ideas on how to create a blog content calendar
Let’s explore what our students are saying about the program:
“The program gave me a better understanding of how to structure an efficient marketing team within my organization. It also provides a solid overview of the different marketing verticals and how they work together, helping you develop a sound digital marketing strategy.” Maria Mihailova, Director Marketing & Stretegy at Economedia.
“In the constantly evolving marketing field, it’s even more difficult for marketers to stay ahead of the curve on all professional aspects and be competitive. Through Telerik Academy’s intensive and extensive course in Digital Marketing, you can both ramp up your skills, get insights into the latest trends, and develop a holistic view of the marketing world.” Dobrin Grancharov, Product Marketing Manager at Smule.
“The passion of the lecturers is contagious, their experience – inspiring, the oratorical skills – invigorating. It is this unique blend of a holistic big picture of the digital marketing discipline, coupled with deep-dive sessions on specific tools, topped by the sheer excitement lecturers bring with their countless examples, and readiness to go the extra mile to show, explain, and encourage you.” Petra Lazova, Product Marketing Content Development Specialist at Progress.
Ready to supercharge your digital marketing career? Apply now.
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