Complete Digital Marketing

Benefits to you and your employer

Benefits to your employer:

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

Benefits to you:

This definitive introduction to digital marketing tools, techniques and applications will give you the confidence to plan, monitor and assess digital marketing campaigns.

Who should attend:

The Complete Digital Marketing course is designed for anyone NEW to digital marketing who needs to understand how digital marketing is:

• Planned
• Executed
• Integrated
• Controlled

This will include:

• B2B and B2B marketers
• Marketing managers
• Marketing executives
• Account handlers
• Clients

Programme outline

Here is the programme outline for this course:

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.

Training course tutors

I guarantee that I will try to give every delegate a valuable learning experience.

Mr Mike Berry, Managing Director, Mike Berry Associates

Areas of expertise

• Digital marketing
• Multi-channel marketing

Mike has a BSc. (majoring in Statistics) and an MSc. (with Distinction) from Imperial College, London. He started in sales and marketing at Procter & Gamble, leaving to join EHS Brann (now EHS 4D) where his main account was Ford. At Carlson Marketing, Mike managed Nestlé, Mars, BT and Citroën. He joined Wunderman (Y&R group) and was promoted to the Board as Group Director responsible for Ford, Legal & General, AIB and Monsanto. Mike was Director of Direct and Digital at Kevin Morley Marketing, working on Land Rover, MG, Mini, RBS and Prudential. At Bozell Worldwide (now DraftFCB) he was Senior Vice President, European Integration, responsible for mergers and acquisitions across Europe and heading up Direct/ Digital Marketing Operations on Chrysler and Jeep brands.

Reason for choosing to speak at the IDM: To teach people things. And to learn in the process.
Favourite quote: "You are never too old to set another goal or to dream a new dream.” (C.S. Lewis)
Passion: New experiences. Particularly good ones.
Greatest achievement: My wonderful wife and children.
Perfect happiness: Heaven. With no deadlines.

Connect with Mike

Twitter: http://twitter.com/#!/mikeberrytweets
LinkedIn: http://www.linkedin.com/in/mikeberrylinkedin

Guest speakers

Robert Thurner M IDM is an independent mobile consultant, trainer and speaker. With 20 years’ digital and traditional marketing experience gained with agencies and international media owners, Rob helps solve clients’ business problems with innovative mobile solutions .Rob was Commercial Director at Incentivated, one of the world's most pioneering, award winning mobile specialists where he developed new business strategy, won business and grew the company’s profile among advertisers and agencies. Clients included BlackBerry, British Airways, COI, GlaxoSmithKline, HBOS, Jaguar, John Lewis Partnership, King of Shaves, Marks and Spencer, Macmillan, NSPCC, Royal Borough of Kensington and Chelsea, Specsavers, STA Travel and Virgin.

Robert is also a tutor on the the IDM Diploma in Digital Marketing, Mobile Marketing and Mobile Marketing: Advanced courses.

Matthew Tod is co-founder of Logan Tod, a company that helps clients get more business results from their existing websites. Currently, the organisation is helping ASDA, Littlewoods, Renault, Nortel and Citigroup generate more sales leads and make more sales online. Matthew previously created and built up the online advertising agency for the Publicis Group. Matthew is also one of the speakers for the IDM Diploma in Digital Marketing and a course tutor for the training course Web Analytics.

Samantha Surry is the Head of Communications for Affiliate Window and buy.at, two of the UK’s leading performance marketing networks. Previously she organised and hosted the Affiliate Window Training Seminars and developed the company’s internal training facilities. She now manages the voice of the networks, overseeing the company’s marketing, PR, social media and events.

Mike Rogers M IDM is Managing Director of Optimize, a specialist search engine marketing and conversion optimisation agency which provides independent SEM services, consultancy and training to clients in the UK and overseas. Services include search engine optimisation, pay per click and Google Analytics. Mike has worked in SEM for over 10 years and has developed and implemented SEO and PPC strategies for clients such as the BBC, Dyson, Kodak, Nationwide, Parcelforce, Toshiba, Yell.com and the YHA. Mike is also one of the speakers for the IDM's Certificate in Digital Marketing and a training course tutor for Google Analytics: Measurement and Insight, Pay Per Click (PPC), Search Engine Marketing: SEO & PPC Integration and Search Engine Optimisation (SEO).

Rik Pipe was an award winning copywriter and Creative Director in a string of agencies working on a wide range of clients, above and below the line. In 2000 he moved into his first digital agency and has seen the move from simple websites and plain text emails to the complex and sophisticated world that is integrated digital marketing today. Rik is also a course tutor for the training course Digital Project Management.

Tobias Misera is Key Account Director at Foviance and provides strategic consultancy to improve the customer experience. Previously, he was the Head of Practice, managing a team of consultants and contractors with expertise in User Centred Design (UCD), Information Architecture, usability and accessibility. Tobias has over 15 years of hands-on experience at producing and managing high quality brand experiences that balance both user and business goals.

Kath Pay co-founded Ezemail in 2001, one of the pioneers of the email marketing industry in Australia and expanded it into the UK in 2004. In the twelve years that she has worked in the digital marketing industry, Kath has developed a reputation as an email marketing expert through her insights into the industry, which are documented via the DMA Email Council’s blog (www.dmaemailblog.com). In 2011, Kath joined forces with Tamara Gielen, to form Plan to Engage, an email consultancy. She is a member of the UK DMA’s Email Marketing Council and is Chair of the Events and Communications Hub. As part of her remit Kath is the Editor of the council’s monthly newsletter Infobox, which has over 6,000 subscribers.

Delegate testimonials

"This course should be compulsory for anyone involved with digital marketing - brilliant stuff."

Sue Harris, Director, Knowledgebase

"Excellent course, exceeded my expectations. As a newcomer to the vast area of digital marketing I now feel confident at speaking about the range of areas which were covered in this course."

Brona Maher, Marketing Communications Executive, Tourism Ireland

"Before attending I knew a little about many elements of digital marketing. I left with a much deeper knowledge, some excellent tools and tips to implement what I learnt. Excellent!"

Mark Blunden, Director of Client Management, Foviance

"Jam-packed full of invaluable information on all forms of digital marketing and from sector experts. I would definitely recommend this course for anyone running their own business or who works in marketing and needs an insight into digital."

Bev Dougherty