Complete Direct and Digital Marketing

Benefits to you and your employer:

Benefits to your employer:

Every participant will return to work with the skills required to plan and manage accountable marketing programmes using the latest digital media. They will be less prone to costly mistakes and at the same time have their skills and confidence boosted.

By the end of this three-day training course you will:

• Understand the strategic issues of each topic followed by the nitty-gritty of implementation
• Gain the knowledge, skills and confidence to plan an integrated marketing strategy
• Have a thorough understanding of how digital media fit into the mix
• Gain experience in developing offline and online communications strategies
• Acquire the skills to brief and evaluate the work of creative teams and other external suppliers
• Gain the knowledge to enable you to plan marketing research and test campaigns
• Learn how direct and digital marketing fits into the marketing mix
• Know how to develop a strategy and evaluate the economics of planning and running campaigns
• Understand why the customer database is still the foundation on which all 21st Century marketing is based
• Discover the critical success factors for creative executions

Benefits to you:

Complete Direct and Digital Marketing promises to show you how to combine the opportunities of the new digital media with the skills and discipline of one-to-one marketing. You’ll discover:

• How to optimise your company’s marketing budget by combining the opportunities of the digital age with the control and measurability of direct marketing
• How marketing is financial – investment and return – key online and offline metrics
• The knowledge, skills and confidence to plan an integrated marketing strategy
• The media landscape – from newspapers to Facebook – a wide-ranging review of the options with examples of successful campaigns
• The basics of developing and running a database
• Insight – how to plan relevant communications that stand out from the crowd; Customer Experience Management and how it works
• A sound, commercial approach to the economics of running and evaluating a campaign
• Planning integrated campaigns – combining online and offline to maximise effectiveness and ROI
• Making your website user friendly – involve them or lose them. The importance of microsites and relevant landing pages
• Recognising a successful/unsuccessful online strategy
• The ability to brief and manage creative teams and to evaluate creative work
• The know-how to choose the right suppliers and brief them effectively
• Great creative; from direct mail to rich media banners

Who should attend:

If you have responsibility for running campaigns – using any offline or online media – you will benefit from this course. The programme is ideal for anyone who needs a thorough, jargon-busting introduction or update on how direct and digital marketing works today.

This will include:

• Marketing executives
• Account managers
• Marketing managers
• Data managers
• Analysts
• Clients

Previous delegates include:

• Campaign Manager (Reed Learning)
• Marketing Executive (Citibank International)
• Marketing Account Manager (Macmillan Cancer Support)
• Digital Strategy Manager (NSPCC)
• Website Executive (The Caravan Club)

Programme outline

The Complete Direct and Digital Marketing course is a highly practical and interactive training course run over three days.

Here is the programme outline for this course:

Day One: The changing landscape
Day one starts with a review of the dramatic changes to the marketing landscape over the past five years. You will then move on to the economics of campaign planning and evaluation, the database and how to make your data work for you, and finally the essentials of developing successful direct marketing strategies.

How direct and digital marketing are working together

• Customer dominance – Web 2.0 and the advent of user generated web content has put the customer firmly in control – - how customers manage the relationship today and how you can engage them to make them want to stay with you
• The truth about customer loyalty campaigns
• Why data is still the vital factor but basic data is no longer enough. We need to understand how to turn data into insight, with customers being besieged with hundreds or thousands of messages from every direction only those that are truly relevant will cut through and register
• Understanding ‘internal marketing’ – today every customer facing employee has the power to add to or detract from your customer relationships

Developing strategies that work

• The five critical success factors
• How positioning works
• Developing and using customer insight – two types of of insight
• Propositions and offers explained
• How segmentation helps us develop successful communication strategies
• The role of the Focus Grid in achieving relevance in B2B campaigns

Costing and evaluating campaigns

• Review of costing models – the essential weaknesses of the allowable cost method
• Strategic and tactical measures
• Measuring and proving return on investment (ROI)
• Campaign based budgeting – a step in the right direction
• The contribution method – the professional way to plan and cost campaigns
• Lifetime value analysis – how it helps you plan better acquisition campaigns and grow your business faster

Offline media planning

• Review of all major offline media - how choose and measure them
• How direct marketing media planning differs from the traditional approach
• Targeting customers and prospects
• Buying and renting external data
• Integrating media for optimum effectiveness
• Using tactical integration to boost response
• Which spaces work best?
• How to buy media cost efficiently
• The value of lifestyle data
• How deduplication helps us evaluate a list
• Why the multi-media approach works – the Media Multiplier Effect

Day Two: Creating effective and measurable campaigns

Campaign planning

• The 7 stages of planning an integrated campaign
• Defining and setting realistic objectives
• Developing your campaign strategy
• Turning plans into action
• Choosing, briefing and managing external specialist suppliers
• Using process management tools such as PERT and Gantt
• The vital importance of your brief
• Checklists of all key tasks

Getting the most out of your data

• The strategic role of data in modern direct and digital marketing
• Integrating online and offline data
• How profiling, segmentation and modelling work
• CRM and the database
• Keeping it up to date
• Data privacy and the law
• Deduplication and data maintenance
• Basics of data analysis

Research and testing

• The different roles of research and testing and why direct marketers need both
• What research can reveal about your customers and prospects - the key to customer insight
• Things to beware of when reading research findings
• The immense power of testing – how marketers have increased their responses and sales by up to 100% by controlled testing
• Testing techniques offline and on
• What testing tells us about design and typography
• The statistics of testing and the importance of statistical significance

Creative briefing and planning

• What works and what doesn’t
• Importance of specific benefits
• Key stages in developing successful creative work
• Getting the best from your creative resources
• Developing strong propositions and offers
• What is a ‘big idea’ – how to develop one that will last
• Evaluating creative work

Day Three: Real time relationships through digital

Mobile marketing, the ubiquitous medium

• The exploding mobile internet channel
• From phone calls to augmented reality
• The role of the mobile in CRM
• The mobile as a payment medium
• How mobile campaigns are measured
• The future

Overview of digital

• The digital marketing toolbox
• The four I’s of engagement
• The starting point – your website
• Testing and measurement in the digital world

Search marketing (SEO and PPC)

• How your target market thinks and searches
• Building your site around them
• Getting the right content on your site
• Attracting inbound links from the best sites
• Making paid search work for you

Online display and email

• How online advertising works
• Formats and creative considerations
• The buying processes
• Key success factors for online display
• The basics of email
• Deliverability – why it’s an issue and how to overcome it
• Integrating email with direct mail
• Measuring email effectiveness and optimising campaigns
• Future of email?

Social media

• Social media overview
• RSS feeds
• Mashups
• Blogging
• Monitoring
• Pitfalls – how to get it wrong
• It’s not about control but influence

Questions, projects and discussion
You are encouraged to ask questions throughout the course – if we can’t answer them immediately we will find out and get back to you. Projects are mainly tackled in small discussion groups so you also learn from your colleagues.

Training course tutor

Brian Thomas Hon F IDM was formerly Managing Director of Ogilvy & Mather Direct (now Ogilvy One) and Chairman of Saatchi & Saatchi Direct. He is the author of the second edition of Direct and Digital Marketing in Practice which is the course textbook for the IDM Diploma in Direct and Digital Marketing. In 1999 Brian was twice honoured by the IDM – he was named their Educator of the Year and later was elected an Honorary Fellow of the Institute. Brian is one of the speakers for the IDM's Customer Acquisition course and a course tutor for the IDM Diploma in Direct and Digital Marketing.

Guest speakers

Robert Thurner M IDMis 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 one of the speakers for the IDM Diploma in Direct and Digital Marketing and the training course Mobile Marketing.

Mike Berry Dip DM, F IDM is an independent consultant and trainer, who draws on his extensive experience of online and offline marketing to work with a range of clients in B2B, B2C, public and charity sectors. He is also Partner at Aprais, a global agency/client relationship management consultancy.

Mike is the author of 'The New Integrated Direct Marketing’, published by Gower, and writes a regular blog on marketing and technology and he has over 3,600 Twitter followers. He is both passionate and knowledgeable about digital marketing and his classical marketing training and integrated background makes him ideally qualified to train marketers in digital skills.

Mike is also a training course tutor for the IDM's Absolute Essentials training course.

Neal Rimay-Muranyi F IDM
During the past 20 years Neal has focussed on the database , CRM, data, analysis and digital arena, with an emphasis on ‘consumer information’ based marketing solutions. Currently managing the Client Services function at Consumer Cloud, a data strategy and analysis company and previously for eight years, as Director of the Marketing Solutions Division of the Callcredit Information Group.

Prior to which he was with The Database Group for a period of eight years as a member of the management buyout team that reversed the fortunes of the business with a strategy based upon an information lead database proposition, providing insight, strategy and delivery to meet their clients business needs.

His initial career was for over ten years was in marketing roles in the publishing, mail order and retail sectors, followed by three years in Direct Marketing Agencies as a Board Account Director. Neal’s invaluable experience gained as a client provided further insight when developing and managing client’s data based strategies. Over time this approach has proven its advantages in the Financial Services, Tourism, Automotive, fmcg, Utilities and Telco sectors.

Delegate testimonials

"The most valuable three days I have spent in a classroom for a long time. The information given has helped me in my position and will do so for a long time to come."

Nick Bate, Centrica Plc

"Up to date information, the internet session particularly useful."

Alison Marshall, Scottish UFI

"Excellent course. No time is wasted. Years of experience packed into a few days."

Ginny Harris, Barnardo's