Digital Marketing Workshop


A structured introduction to the world of digital marketing reinforcing fundamental marketing principals for effective digital marketing campaigns.

This 2-day workshop examines capabilities that digital channels offer to both the marketer and the customer.

Learn how to apply marketing best practices and digital capabilities while staying compliant with the new Personal Data Protection Act (PDPA).



1. Introduction to Direct Marketing

  • Direct marketing principals of profiling, segmentation, targeting and tracking and measurements are more relevant in todays marketing context than ever. The speed and reach that digital channels offer means that mistakes are amplified exponentially. Data plays a big part in driving efficiency and managing waste.

2. Understanding Media and Media Planning Revisited

  • Paid, owned and earned media : they play different roles. Broadcast vs individually targeted media and execution. Mixing and matching is the new skill set that marketers need to acquire.

3. Responsible Marketing: Consent + Relevance = Attention

  • Being respectful of customers’ need for privacy and always remembering the need to add value will ensure that your marketing messages will get the attention it needs

4. PDPA Basics

  • A quick look at the main obligations of the Personal Data Protection Act and some of the new marketing and communications capabilities they enable.

5. Digital Marketing Landscape

  • Understand todays definition of what is digital and what is so special about digital.
    • Search
    • Display/www
    • Email
    • Social

6. Measurements and Analytics

  • Digital interactions leave footprints – data that can be ‘harvested’, analysed and used to make decisions.

7. Sustainable Integrated Engagements

  • Assembling the right digital components to address a customer need, just in time, in the right communication tone with the right message.


(Duration) Date

(2 Days) -



9:30am to 5:30pm


Fees (Inclusive of 7% GST)

Application Fee: S$32.10

Course Fee*: S$802.50

*Enjoy 10% discount with minimum 3 registrations!


Trainer Profile

Azhar Azib is the Founder and Principal Consultant at rawonionDecisions.

A Data Architect by training; a Data-driven Marketer and Transformation Specialist by practice, Azhar’s over 25-year corporate career has given him the opportunity to lead and participate in significant capability building and organisational transformation projects at regional and global levels, at companies like IBM and Microsoft. His last corporate role was the Director of Marketing Communications for Asia Pacific at Microsoft. The common denominator across all these assignments is data and the adoption of data enabled capabilities to drive better business decisions and performance.

Today, his work spans all areas that come into contact with data - from Enterprise Information Architecture and Governance to Data-Driven Customer Strategy and compliance with Data Protection Legislation – basically helping businesses use data to transform into smart, data driven organisations.

Azhar is a Certified Information Privacy Manager and Technologist. He sits on the Executive Committee and is also the Honorary Data Protection Officer for the Data-Driven Marketing Association of Singapore. He is also a certified Governance, Risk Management and Compliance Professional.

Outside of work, Azhar is an endurance running and adventure junkie, having completed more than 100 full and ultra-marathons around the world.



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