Digital Ecosystem & Client Touchpoints

Session 1 (3.5 hrs): Digital Ecosystem & Client Touchpoints

Topics Covered:

• What is the digital ecosystem? (websites, social, SEO, analytics)

• Understanding customer touchpoints and online journeys

• Website structures: static vs. dynamic, CMS basics

• Brand storytelling and audience segmentation in digital strategy

Hands-On Activities:

• Mapping a customer journey with digital touchpoints

• Analyzing examples of effective vs. ineffective websites

• Group activity: identify 3 touchpoints for a real brand

Tools Used:

• Whiteboard / Miro for journey mapping

• Live website analysis

• Case study materials

Session 2 (3.5 hrs): Website Structures & Content Strategy

Topics Covered:

• Overview of CMS platforms (WordPress, SquareSpace, Wix)

• Basics of hosting, domains, and site architecture

• Content marketing foundations (storytelling, interactivity, personalization)

• Aligning content with audience goals and engagement metrics

Hands-On Activities:

• Exploring WordPress and SquareSpace dashboards

• Creating a basic site structure (pages, menus)

• Drafting a simple content plan for a demo website

Tools Used:

• WordPress (demo site)

• SquareSpace trial site

• Google Docs (content planning)