Elevating digital marketing at Telefónica: An advanced training success story

The customer

Telefónica, one of the largest telecommunications companies in the world, faced the challenge of updating and deepening the skills of its marketing department in the latest trends and digital technologies. The training ranged from advanced analytics and digital marketing to foraying into blockchain and cryptocurrencies.

The challenge

The goal was to provide comprehensive training that not only covered the theoretical aspects of digital marketing and new technologies, but also included practical, real-world applications for effective learning.

The solution

A comprehensive training program was developed, divided into key modules:

1. Analytics and advanced digital marketing strategies:

   • Focus on Google Analytics 4, customer segmentation, personalization with Data Studio, and cookie privacy compliance.
   • Practical workshops on conversion funnel, cohort and audience analysis.

2. Digital marketing and RRSS B2B:

   • Strategies for B2B channels, LinkedIn and YouTube optimization, and podcasting tactics.
   • Practical sessions on launching LinkedIn campaigns and lead generation.

3. Management of payment campaigns:

   • Focus on budget definition, segmentation strategies and practical examples on Google, LinkedIn and Meta.
   • Live campaign launch session to demonstrate real applications.

4. Blockchain, cryptocurrencies, NFT and metaverse:

   • Introduction to blockchain technology, cryptocurrencies, and NFTs, with emphasis on their practical application.
   • Creation of a token and distribution to attendees, demonstrating the usefulness and real application of blockchain technology.

Results

• Positive evaluation: The training received a high rating from Ana Treviño, head of Telefónica’s HR department.
• Practical and participatory application: The practical sessions and workshops allowed participants to apply the knowledge acquired in real situations.
• Improved digital skills: Telefónica’s marketing department significantly improved its skills in digital analytics, B2B marketing, paid campaign management and understanding of emerging technologies such as blockchain and NFT.

Testimonial

“The training has provided us with the tools and knowledge we need to be at the forefront of digital marketing and new technologies. It has been an enriching and practical experience,” commented a Telefónica marketing manager.