The Absolute Essentials of Direct and Digital Marketing Course
- Duration:1 day
- Cost:£305 + VAT
- Ref:Quote REED12 for a 10% discount
Who is it for
The Absolute Essentials of Direct and Digital Marketing course is designed for marketers new to direct and digital marketing.
If your role involves the acquisition or retention of customers, and you work with on and offline media, then this course is right for you.
What is it about
Digital media is faster, more efficient and cost-effective, yet the valuable core principles of direct marketing still survive. Learn how to produce leading integrated marketing campaigns that combine the best of offline and digital media with this intensive one-day training course.
Course Overview
The Absolute Essentials of Direct and Digital Marketing course is a one-day training course stacked with tips and hints on producing cost effective campaigns that get results.
It reflects modern, integrated direct marketing and incorporates the latest digital media to make one-to-one marketing a reality for us all.
Session 1: How digital marketing is changing marketing for good
- How modern direct and digital channels now play a vital role in marketing
- New marketplaces, new consumer power
- How companies are becoming ‘customer centric’
- Understanding the ‘customer experience’ and ‘customer journey’
- Managing customer relationships across multiple on and offline channels
- Four key principles – targeting, control, interaction and continuity
- Three different business models for success
- Examples of integrated marketing campaigns
Session 2: Planning direct and digital integrated acquisition campaigns
- Setting realistic acquisition objectives
- The importance of profiling and segmentation of your customer database
- Combining marketing research and customer data to create ‘customer insights’
- Customer value segmentation and value focused propositions
- Understanding the buying process and customer behaviour
- Understanding the six steps for acquisition – objectives, profiling/targeting, media selection, communication and evaluation
Develop an integrated media and contact plan
- Evaluating which media works best for which task(s)
- Unique characteristics for addressable media (direct mail, email, fax, phone, SMS)
- The strengths/weaknesses of traditional media – TV, radio, posters, press
- The emerging digital media and their effectiveness
- How to evaluate multiple integrated campaigns; the key metrics
- Case histories of integrated acquisition programmes
Session 3: Retaining and developing customers on and offline
- Understanding the commercial imperative of retaining customers
- What makes a loyal customer and what doesn’t
- Ten ways to analyse your customers
- Understanding the customer journey and customer touchpoints
- Why the CRM bubble burst and what next
- Five step approach to acquisition – classification and analysing, programme streaming, communication, evaluation and testing
The importance of up sell, cross sell, win back and renewal
- The language of loyalty – eleven reasons to contact customers
- Three ways to bond customers to your company
- The truth behind loyalty schemes
- Measuring and evaluating your success
Session 4: Digital marketing planning and the communications tools
- Consumer behaviour in the digital age
- Understanding the impact of digital marketing on your business
- Building customer relationships online and permission marketing
- Online buyer behaviour
- Planning a digital marketing plan
- Gathering and managing your digital marketing data
- Website design and usability
- Key digital marketing communications tools – online advertising, search engine marketing, email and viral marketing, affiliate marketing, blogs and podcasting
- Testing, tracking and measurement – web analytics
Session 5: Great, engaging on and offline creative
- What new opportunities does digital media present?
- Developing strong propositions through customer insights
- Evaluating the right positioning for the product/service
- Fifteen offers that increase response
- The value of preparing a comprehensive brief
- Why tone, feel and style are vital to building the brand
- When and how personalisation can be effective
- Techniques to break through the media clutter
- Designing websites to attract and retain visitors
- Writing direct mail and email letters
- The importance of testing – product, media, timing and creative
- How to judge and evaluate outstanding creative work
- Award winning examples of mail, press, TV, inserts, email, banners, online advertising, viral, SMS and interactive TV
What will I get out of it?
Direct marketing's core principles of targeting, interaction, control and continuity are always relevant but by blending in digital media we are able to deliver real-time marketing.
By the end of this one-day training course you will discover:
Why direct and digital marketing are fundamental to marketing planning
How to develop a fully integrated marketing plan
How to discover 'customer insights'
The ‘customer journey’ and its impact on communications
The latest digital and internet marketing technologies
How to write copy for on and offline media
The importance of a thorough briefing
Why to test and how to test on and offline
How to judge and evaluate creative work
How to set up a retention/loyalty programme
How to develop strong customer propositions
Tracking and measuring web analytics
Selecting and managing digital suppliers
Producing engaging creative that cuts through the clutter
Building online web traffic and retaining customers online