Most disappointing results in e-commerce platform marketing trace back to an audience defined too broadly. A message about this area of marketing and commercial practice that tries to reach everyone reaches nobody. The version of this part of marketing and commercial practice described in the manual and the version practised on the floor tend to diverge over time. Across sectors, teams that rehearse e-commerce platform marketing outperform teams that only plan it. Work is grounded in real cases drawn from the wider marketing and commercial practice agenda, which each participant adapts to conditions in their own organisation. Participants gain a clear basis for measuring what this strand of marketing and commercial practice has actually achieved. The course covers e-commerce platform marketing at the level of detail needed to act, and stops there. The material serves both public bodies and commercial organisations dealing with the practice within marketing and commercial practice. The programme closes with an action plan for the marketing and commercial practice discipline that each participant writes for their own organisation.
Expected Learning Outcomes
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Choose channels for e-commerce platform marketing on evidence of where the audience decides.
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Build the sales process for e-commerce platform marketing so it is repeatable across the team.
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Design the customer journey for e-commerce platform marketing across the touchpoints that actually influence the decision.
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Define the audience for e-commerce platform marketing precisely enough to exclude people.
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Present the case for investment in e-commerce platform marketing in terms that a finance function will accept.
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Agree the first three actions on e-commerce platform marketing that will be taken on returning to work.
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Structure records of e-commerce platform marketing so that they answer the questions an auditor will actually ask.
Who Should Attend
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Consultants and advisers supporting clients on e-commerce platform marketing.
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Digital marketing specialists executing e-commerce platform marketing.
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Marketing managers responsible for e-commerce platform marketing.
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Procurement and contracting staff whose agreements set obligations around e-commerce platform marketing.
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Product managers whose proposition depends on e-commerce platform marketing.
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Account managers responsible for retention within e-commerce platform marketing.
Course Modules
Open any module to see its sessions and topics.
01
E-commerce platform marketing: channels, content and creative
2 sessions · 8 points
Session 1Where the buyer actually decides on e-commerce platform marketing
Compare cost of acquisition against value in e-commerce platform marketing.
Establish the boundary of e-commerce platform marketing and record what sits outside it.
Establish who is informed, consulted and accountable in e-commerce platform marketing.
Distinguish symptoms from causes when e-commerce platform marketing underperforms.
Session 2Keeping e-commerce platform marketing alive after the initial push
Select channels for e-commerce platform marketing based on evidence, then cut the rest.
Script the three most common objections in e-commerce platform marketing and the responses.
Map the decision journey for e-commerce platform marketing and mark where the choice is actually made.
Define the trigger that would require e-commerce platform marketing to be redesigned.
02
E-commerce platform marketing: audience definition and segmentation
2 sessions · 8 points
Session 1Who answers for e-commerce platform marketing, and to whom
Set out the decisions in e-commerce platform marketing that require sign-off and by whom.
Build the content that answers the buyer's real question about e-commerce platform marketing.
Measure lifetime value from e-commerce platform marketing, not just first purchase.
Write the positioning claim for e-commerce platform marketing and test whether a competitor could say it too.
Session 2The handover between marketing and sales in e-commerce platform marketing
Remove steps in e-commerce platform marketing that add effort without adding assurance.
Map the handovers in e-commerce platform marketing between functions and secure them.
Structure pricing for e-commerce platform marketing against perceived value.
Set objectives for e-commerce platform marketing in revenue terms with a timeframe.
03
E-commerce platform marketing: measurement, attribution and honest reporting
2 sessions · 8 points
Session 1Pricing e-commerce platform marketing on value rather than cost
Document the sales process for e-commerce platform marketing so a new joiner can follow it.
Prepare the response for the most likely failure in e-commerce platform marketing.
Set the discount authority for e-commerce platform marketing and require justification.
Build the competence framework that supports e-commerce platform marketing.
Session 2The claim about e-commerce platform marketing competitors cannot copy
Establish what evidence demonstrates e-commerce platform marketing is under control.
Describe the buyer for e-commerce platform marketing specifically enough to name who is excluded.
Confirm that those complying with e-commerce platform marketing understand why it exists.
Set escalation thresholds for e-commerce platform marketing that work out of hours.
04
E-commerce platform marketing: positioning and the honest claim
2 sessions · 8 points
Session 1What has to be agreed before work on e-commerce platform marketing starts
Verify six months later that changes to e-commerce platform marketing have held.
Choose the next segment for e-commerce platform marketing and state why it is next.
Estimate the resource e-commerce platform marketing requires to run as designed.
Design the retention action triggered when a customer of e-commerce platform marketing goes quiet.
Session 2Measuring e-commerce platform marketing when attribution is imperfect
Arrange the handover of e-commerce platform marketing so capability survives staff changes.
Define qualification criteria that disqualify quickly in e-commerce platform marketing.
Confirm that contractual obligations around e-commerce platform marketing are understood.
Agree the attribution model for e-commerce platform marketing and state its known limits.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
Workshop or Program Participation
Airport Transfers
Customized Badge
Expert Mentorship (Private Sessions)
Supervision & Secretarial Services
Accredited Certificate of Participation
Complete Training Kit
Coffee Break
Closing Ceremony
Gold Package
At least 3 people
USD1,850
5-night stay in a 5-star hotel
Workshop or Program Participation
Airport Transfers
Customized Badge
Expert Mentorship (Private Sessions)
Supervision & Secretarial Services
Accredited Certificate of Participation
Complete Training Kit
Coffee Break
Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.
