Complete Digital Marketing Course
- Duration:3 Days
- Cost:£1345 + VAT
- Ref:Quote REED12 for a 10% discount
Who is it for
The Complete Digital Marketing course is designed for anyone NEW to digital marketing who needs to understand how digital marketing is:
Planned
Executed
Integrated
ControlledWhat is it about
Learn how to plan, manage and execute successful digital marketing campaigns with this intensive, three-day digital marketing training course. Discover how to build brands and generate sales using digital techniques including search marketing, online display advertising, email marketing, social media and mobile marketing.
Course Overview
Day 1: Introduction to Digital Marketing
Definition, purpose and scope of digital marketing
- Understanding the impact of digital marketing on business
- Definitions, history and development of digital marketing
- Differences and similarities between digital marketing and traditional marketing communications
- Building customer relationships online and permission marketing: getting engagement
- Digital marketing: Planning, Strategy and Testing
- Best practice approaches to online campaign planning
- How to determine the optimum mix of digital marketing tools
- Campaign, offer and messaging strategy
- Integration and multi-channel marketing
- What to test
- How to test
Learning by doing (better and better)
- Planning for continuous improvement
- Website design and usability
- Principles of effective website design including page layouts and navigation
- Developing a brief for website creation and enhancement
- How to select and manage a web design agency
- How to assess the effectiveness of your website design
- Researching your site visitors
- Copywriting for the web
- Producing great creative
- Understanding what makes digital creative different from non digital creative
- Overview of the principles behind effective online creative (all digital media)
- How online creative can support brand building
- Overview of the process by which creative concepts are produced
- Understanding the principles of creative briefing and evaluation
- Optimising your digital marketing: web analytics, tracking and measurement
- Key metrics for measuring online advertising effectiveness
- Using cookies and analytics tools to track site visitors
- Tracking and measuring email, banners, PPC and viral campaign responses
- Measuring how your site helps or hinders campaign response
Day 2:
Search Engine Marketing: SEO and PPC defined
- Why is search engine marketing so crucial to online success?
- Key strategies and tactics to maximise search engine effectiveness: integrating SEO and PPC for optimum results
- Email marketing
- Why permission is everything
- How to acquire names and email addresses
- Testing email for continuous improvement
E-newsletters and other email formats
- Broadcast and delivery considerations
- Email service providers (ESPs)
- Successful email marketing: case studies
- Online display advertising
Using online ads to drive site traffic and build brands
- Interruptive vs. permission-based approaches
- Overview of the ad formats available and how best to use them creatively
- Online media planning and buying
- Viral marketing
- The viral phenomenon
- Elements of a successful viral
Examples of great virals
- Getting help: viral agencies
- Affiliate marketing
- What is affiliate marketing and how can it be used most effectively?
- Understanding the mechanics and process involved
- Getting started: using a network vs. managing in-house
Day 3:
Mobile marketing
- Overview of mobile access technologies
- Consumer and corporate applications of mobile marketing
- Buying mobile marketing services and customer data
- Key factors in designing and managing mobile marketing campaigns: mobile internet vs. apps
- Essential mobile campaign metrics
- Social media
- The rise of social networking
-
Web 2.0 Challenges
- Key players: Facebook, LinkedIn, YouTube, Twitter
Impact of Google+
Successes and pitfalls of social media
- What's next?
- Data gathering/legal issues
- Customer contact and behavioural data
- Why integration of digital and offline data is essential
- How your data can be used to drive more customised communications through segmentation and profiling
- Customer data analysis and targeting techniques
- Keeping it legal: the law, the pitfalls and getting help
- Integrating your marketing communications for maximum ROI
- Why integration is essential and how best to achieve it
- Integrating online and offline activity
'Real-world' integrated campaigns
- Looking ahead: multi-channel for media owners, marketers and their agencies
The IDM is committed to enriching your learning and training experience so, to ensure you get the most out of this course, we invite you to take part in some brief pre-course activity.
What will I get out of it?
By the end of this intensive three-day course you will have a deeper understanding of:
Digital campaign management and execution
Gathering and managing digital data
Search engine marketing (SEM)
Email
SMS
Be able to:
Plan and implement digital marketing campaigns using one or more digital marketing tools
Understand the strengths of key digital techniques
Know how to maximise your ROI by integrating these digital techniques with offline marketing
Get the most out of your digital campaigns