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Direct and Digital Marketing: Essentials

A comprehensive, information-packed, one-day course introducing all the key aspects of direct and digital marketing. From media selection to results analysis, you’ll learn all the core principles of response-driven marketing and leave with the skills and the confidence to put your new knowledge into immediate practice.

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During this course you will learn to:

  • Understand the vital role the different media channels play in response driven marketing
  • Identify the key components in planning acquisition, retention and development campaigns
  • Understand the importance of maximising customer value through up-selling, cross-selling, re-selling, winning-back and renewal
  • Identify the essential elements required for integrating direct and digital marketing programmes
  • Understand the importance of targeting and testing across all media
  • Track, measure and evaluate campaign results
  • Understand the value of data and a good creative brief

Who should attend this course:

The course is designed for those new to direct and digital marketing; who work in business to consumer (B2C), business to business (B2B), charity, fundraising and not-for-profit advertising and marketing.

If your role involves the acquisition, development or retention of customers and you want or need a good knowledge of the fundamentals for maximising the use of online and offline media, then this course is right for you.

Previous delegates include:

  • Marketing Manager (Ernest & Julio Gallo Winery Europe)
  • Sales Executive (Lloyd James Group)
  • Marketing Executive (Holidaybreak)
  • Account Manager (Caspa Marketing)

Programme details

Maximising lifetime value and return on investment (ROI)

  • Understanding where direct and digital marketing fits within a multi-disciplined communication marketplace
  • The key principles of targeting, engagement, interaction, control and continuity
  • The importance of profiling and segmentation of prospect and customer databases
  • How to manage valuable relationships across all media – online and offline
  • Recognising the different benefits that paid for, owned and earned media opportunities offer
  • Understanding consumer behaviour in an ‘always on’ digital and mobile age
  • Understanding the ‘customer experience’ and the ‘customer journey’
  • The importance of adopting a single customer viewpoint
  • Understanding the impact of using digital and social media
  • Recognising the importance of permission marketing
  •  Understanding the benefits that different digital channels offer and how they can be harnessed for greater impact

Planning direct and digital acquisition campaigns

  • The fundamental elements required in planning campaigns, from search engine optimisation to media selection
  • The importance of budget in planning campaigns - big and small
  • How to set objectives
  • Why profiling, targeting, media selection, communication and evaluation are so important
  • The different ways to effectively target audiences
  • The importance of integration across all media - From TV, Press, Posters, Inserts and Direct Mail to Online Display Advertising, Emails, Websites, Blogs, Social Media and Online Video  
  • The importance of integration across all communications - from traditional media advertising to encouraging social connections
  •  Understanding behavioural patterns and buying processes
  • Recognising the importance of testing and what to test
  • The importance of data
  • The benefits of web analytics
  • How integrated campaigns can be tracked, measured and evaluated

Retaining and developing customers

  • The commercial imperative of retaining customers
  • How to analyse your customers
  • Recognising key points in the customer journey and the importance that all touch-points play
  • Recognising the importance of customer classification and programme streaming
  • Why social media is so important
  • The importance of good service and timing
  • Measuring and evaluating your success

Creating great, engaging online and offline creative

  • The importance of branding
  • The importance of developing brand, contact, communication and creative strategies
  • The importance of content driven material
  • The basic requirements for a good creative brief
  • What motivates and inspires engagement, interaction and response
  • How to develop a strong proposition with the help of customer insights
  • Why tone, feel and style are so important
  • How offers can help generate a greater response
  • How to evaluate creative work
  • Award-winning examples of UK and international online and offline creative - from TV to mobile apps, postcards to viral films, press to social media


Your Direct and Digital Marketing course tutor:

Our speakers are seasoned direct and digital marketing practitioners who between them have worked with some of the world’s biggest brands.

Steve Walpole is your Absolute Essentials of Direct and Digital Marketing training course tutorSteve Walpole M IDM, Former Executive Creative Director, Clark McKay and Walpole, has worked in response marketing for 26 years, the last 19 as a Creative Director. Prior to joining CMW in 1996 he was a founding director/partner of both GGT Direct Advertising and Lowe Direct.

At GGT he was responsible for the RAC’s first web site and on-line advertising. The use of technology to help consumers interact with a brand has always been one of Steve’s passions. To this end he has also been one of the driving forces behind two UK launches that revolutionised the financial services industry – First Direct and Marbles.

Steve believes in total integration, where customers can interact with a brand at any point and that their expectations are always exceeded. Each media used should maximise its potential whether it’s purely brand building or customer account management.

He also believes that, however good a marketing or communications strategy is, creativity is still the most important part of a successful campaign. And to make sure that creative work is the best it can possibly be, we should continually look outside advertising for stimulation. Creativity breeds creativity. Steve’s clients include Porsche, Peugeot, Renault Retail, The Partnership Card from the John Lewis Partnership, Greenbee, Beneficial Finance, marbles, Flybe, Cadbury, Transport for London, Littlewoods and Axa.

Besides receiving numerous awards both here and abroad, Steve has won the overall DMA Gold twice.

Direct and Digtial Marketing: an Introduction course reviews

"An eye opening into digital marketing. I now feel confident to attack my customer database and how to get results."

Kathie Crane, Finance Director, Prosperon Networks

"If you would like an overview of digital marketing and direct marketing, then this is the course for you. It confirmed my existing knowledge but enhanced and gave food for thought! I now feel confident to go back and question my marketing."

Natasha Parmar, Marketing Manager, Royal Inst of RICS

"The case covered everything I needed as an introduction to all aspects of Direct and Digital marketing and certainly whetted my appetite for further in-depth courses."

Natalie Dorrington, Sales and Marketing Executive, The Cruise Portfolio

"An excellent introduction to the basics of direct and digital marketing - comprehensive and engaging."

Sophie Coleman, Assistant Product Manager, MBI

"IDM seem to know just how to make a training session enjoyable, fun and extremely beneficial."

Pip Tuttle, Guide Dogs for the Blind Association

  • Course length
  • 1 day
  • Level
  • Foundation
  • CPD More info
  • 7 hours
  • Rating
  • rated as good or very good
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