Digital Marketing Strategy

Benefits to you and your employer:

Benefits to your employer:

You will return from this course able to develop and refine your digital marketing strategies to compete online… and win.

You can develop a long-term roadmap for digital strategy prioritised according to immediate gains and longer-term initiatives.

Learning objectives:

1. Create a strategy: Develop a plan to improve digital marketing
2. Reach more: Review and improve your use of digital media
3. Convert more: Identify improvements to your online experience
4. Engage better: Apply email, mobile and social media to engage
5. Optimise performance: Use measures and analytics to improve results

Benefits to you:

You will learn a structured process to review and develop your digital capabilities.

This review process will cover all aspects of strategic direction in the key processes of:

• Online customer acquisition
• Conversion
• Retention

Who should attend?

The Digital Marketing Strategy course is designed for managers who are responsible for shaping marketing and digital marketing strategy in a client organisation or agency.

The recommended approach to refine and develop your strategy applies to organisations of different sizes and marketplaces.

Examples of successful strategies adopted by B2C, B2B and not-for-profit organisations are included.

You will be an experienced marketer who wants to review and refine your digital strategy and channel governance.

This will include:

• Clients with digital project responsibility
• Agency account management
• B2B marketers
• B2C marketers

Previous delegates include:

• Communications Officer (The Cooperative Group)
• Digital Project Manager (NSPCC)
• Marketing Coordinator (Westway Development Trust)
• Business Development Manager (ER Consultants)

Programme outline

The Digital Marketing Strategy course is structured around the Smart Insights RACE digital marketing strategy framework.

This covers the key aspects of online customer development:

• Reach audiences
• Encourage them to interact
• Develop the customer relationship with long-term engagement

The course reviews 10 steps to review or refine a digital strategy that can be readily applied to any organisation.

Here is the outline programme for this course:

Step 1. Understand your digital audience
Step 2. Set SMART objectives and tracking
Step 3. Audit current performance
Step 4. Create engaging OVP
Step 5. Visibility and traffic
Step 6. Digital channel integration
Step 7. Improve site conversion
Step 8. Customer e-communications strategy

Training course tutor

Your workshop leader is Dr Dave Chaffey Hon F IDM, CEO of Smart Insights, who provide software and advice to improve the commercial contribution from digital channels. He is proud to have been recognised by the Department of Trade and Industry in 2004 as one of the leading individuals who have provided input and influence on the development and growth of ecommerce and the internet in the UK over the previous 10 years.

Dave delivers practical workshops based on his 15 years of delivering digital marketing training and consulting. Recent in-company training and consulting assignments include B2C and B2B organisations such as 3M, BP, CIPD, Euroffice, Fellowes, HSBC, Mercedes-Benz, Smith and Nephew and Tektronix. Dave is the author of five best-selling business books including Internet Marketing: Strategy, Implementation and Practice; E-business and E-commerce Management, eMarketing eXcellence (with PR Smith) and Total E-mail Marketing. Many of these books are now in their fourth edition and translations include Chinese, Dutch, German, Greek, Italian and Serbian.

Dave is also one of the speakers for the IDM Diploma in Digital Marketing.

Guest Speaker

Danyl Bosomworth has 12 years working across the internet, direct marketing and business development. He now offers results-based contracting services whilst partnering in the creation of two web-based start-ups. He’s creative and passionate about growing sales and brand equity through effective integration of internet marketing within the entire marketing mix. With a down to earth, common sense and panic-free work ethic, he is someone who wants to get the job done, have fun doing it and gain new experiences in the process.

Delegate testimonials

"Excellent course - encountered a lot of relevant tools to use in marketing planning and digital strategy."

Bonnie Khan, Project Coordinator. Outsights Ltd

"Will keep your digital marketing agency on their toes!"

Helen Moon

"Gave me lots to think about and action on my return. Will help me no end keeping my new head of digital on her toes and striving to continually improve our approach."

Marcus Falconer, Marketing Director, Welcome to Yorkshire

"A well structured course, with excellent presentation skills and very relevant information. Lots of discussion which was really helpful for ideas."

Laura Metayer, Marketing Manager, Oxfordshire Press