Learning Paths

Making the business case for investment in digital marketing

Learn how to justify increased investment in digital marketing

Module purpose

It’s a common need within digital marketing to persuade others to invest, particularly, for larger established companies since there are many other existing competing demands on budgets.

This module explains arguments you can use to justify investment including our making the business case for investment template and our conversion and lifetime value models.

Module structure

  • Objectives
  • Understanding where to invest in digital marketing
  • What is digital investment?
  • Why is making a case important?
  • Benchmarking maturity and stating the vision
  • Proving value through tests
  • Using attribution to prove the value of different media channels
  • Use models to quantify the commercial benefits Summary

Learning objectives

  • Explain the main budgetary requirements for digital marketing
  • Justify why digital marketing may require budgets to be ringfenced
  • Outline the principles of media attribution modelling

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This module is in the Digital Transformation Learning Path

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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