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2-Day Advanced Digital Advertising Masterclass

In today’s fast-evolving digital landscape, mid-level executives and managers must master advanced advertising strategies to drive business growth. This course is designed to equip you with the expertise to lead high-impact digital campaigns, optimize ad performance, and leverage AI-driven automation. Through real-world case studies, data-driven frameworks, and strategic insights, you'll refine your skills in audience targeting, programmatic advertising, and performance measurement. Gain the tools and leadership perspective needed to navigate complex marketing challenges, maximize ROI, and make informed decisions that drive success in today’s competitive digital marketplace.

Participants should bring a Wi-Fi-enabled laptop.

Objective

Outline

Module 1: Strategic Digital Advertising Planning

• Understanding the role of digital advertising in business growth
• Key frameworks for building a data-driven advertising strategy
• Aligning ad campaigns with business objectives/li>

Module 2: Audience Targeting & Segmentation

• Advanced customer segmentation techniques
• Leveraging first-party, third-party, and zero-party data
• Personalization strategies for better engagement/li>

Module 3: Campaign Performance & ROI Optimization

• Defining key performance indicators (KPIs) and success metrics
• Advanced A/B testing and conversion rate optimization (CRO)
• Marketing mix modelling/li>

Module 4: AI & Automation in Digital Advertising

• AI-driven audience insights and predictive analytics
• Automation tools for ad optimization and personalization
• The future of AI in digital marketing/li>

Module 5: Performance-Driven Creative Strategies

• Designing ad creatives that drive engagement and conversions
• The psychology behind ad design and messaging
• Dynamic creative optimization (DCO) and personalization/li>

Module 6: Cross-Channel Advertising Integration

• Omnichannel strategies for a seamless customer experience
• Integrating social, search, display, and video advertising
• Cross-platform retargeting and audience journey mapping/li>

Module 7: Budgeting & Media Allocation

• Effective budgeting techniques for ad spend optimization
• Allocating resources across multiple digital channels
• Cost efficiency and bid strategy optimization/li>

Module 8: Leading & Scaling Digital Advertising Teams

• Leadership skills for managing in-house teams and agencies
• Building high-performance teams for digital advertising success
• Vendor and stakeholder management best practices/li>

Module 9: Future Trends & Innovations in Digital Advertising

• Emerging trends in AdTech and Martech
• Privacy regulations and their impact on digital advertising
• Preparing for the next wave of digital advertising advancements/li>

Who should attend

This course is designed for mid-level executives and managers who are responsible for leading, optimizing, or scaling digital advertising efforts within their organizations.

This course is perfect for professionals with 2-6 years of experience in marketing, advertising, or related fields who want to elevate their expertise and lead high-impact digital campaigns.

Methodology

Highly experiential with bite size lectures, individual and group case study practice, presentation, team activities, video clips, interactive games/quizzes.

Profile of Alex Fong

ACLP-Certified Digital Marketing Trainer | Executive/Career Coach | Motivational Speaking | Fractional Digital Marketing Leader

Alex is a seasoned Digital Marketer who has worked for both brands and agencies in Singapore, US, and Canada. He spent more than 20+ years studying and working in US and Canada before coming home to Singapore several years ago.

He was Head of Digital Marketing for StarHub heading a team who managed performance marketing, SEO, content writing, and social media marketing and was the lead for managing the brand's consumer media agency. He also had to work closely with product marketing, marcoms, CRM and ecommerce teams respectively to help the telco brand grow their subscriber base.

He has also worked for multiple agencies in the performance marketing space helping brands acquire customers through lead gen campaigns. While working for a B2B agency managing a global network security client, he helped generate countless leads, MQLs, and SQOs, creating a potential pipeline in APAC.
In addition, he has also worked as a Presales Solution Consultant in Oracle helping clients understand the importance of CX Marketing in the consumer journey within their own organizations.

Prior to that he was managing a team of 14 programmatic traders in a boutique programmatic media agency and managed over $10 million worth of programmatic media per year.

While working for a performance-marketing agency in Canada, he managed a media budget of USD $10 million/year. Earlier stint included working for the largest independent healthcare agency in Canada planning media for major pharmaceutical brands in US market.

His experience spans both AdTech and MarTech and has in-depth experience in strategy, execution and delivery of consumer experience programmes, brand and performance-based digital marketing campaigns in B2B and B2C environments for large and small clients and agencies.

He is enthusiastic about the next frontier of the Digital Marketing landscape which is how to leverage AI for Digital Marketing organizations in Singapore and beyond. He's also an aspiring life/career coach and motivational speaker.