Getting & Keeping Customers Online

New and updated for 2006 - includes 3 brand new client case histories from Golfbidder, MORE TH>N and Dulux.

Is your online marketing contributing as much as it could to the bottom line? The opportunities to improve effectiveness are almost endless.

In this inspiring and interactive two-day course we show you how to maximise your online profit contribution through more effective and better integrated online customer acquisition and retention programmes. All the critical success factors are covered including:

• How to compete in search engine marketing by keeping ahead in the natural rankings and maximising ROI in your PPC search engine advertising campaigns
• How the most successful companies are using online advertising to attract site traffic and build their brand online
• What’s new in the world of affiliate marketing and how you can make it work for your brand
• How to boost your online customer retention using email and SMS
• How new insights into website usability can be used to enhance the online customer experience and subsequent customer loyalty and profitability
• How to improve your marketing integration on and offline and create a seamless brand experience

Free Guide to Download
Making the Web Work for You will enable you to brief a web design agency confidently and give you an insight into the technical and creative issues facing web marketers. To download please click here.

Who should attend?

Anyone who has responsibility for online customer acquisition and retention including digital marketing managers, campaign managers and account handlers, e-marketing executives and planners. This is an intermediate level course and as such it is recommended that delegates have at least two years online marketing experience.

How will you benefit?

You’ll take away a whole host of practical ideas and insider tips to improve your online marketing skills and knowledge in all areas from search engine marketing, affinity marketing, website usability, email and SMS.

Outline programme

Planning your online strategy: key considerations

• How does the Internet differ from other marketing channels?
• How do the unique characteristics of online dictate your approach?
• What are the key factors that will influence your online strategy?
• How can you optimise your online marketing mix for customer acquisition?
• What is the best approach to retaining and developing customers online?
• How can you overcome the key challenges of online marketing and maximise ROI?
• Understanding the main legal issues confronting online marketing

Search Engine Marketing: how to stay ahead of the competition

• Why search engine marketing (SEM) continues to grow in importance for UK businesses
• Latest developments in natural/organic Search Engine Optimisation, highlighting the most recent changes at Google and the other major search engines
• Up-to-date developments in the Pay per Click (PPC) search advertising market and how you can gain a competitive advantage – including the latest enhancements to Google AdWords and how to capitalize on new PPC market entrants such as MSN and new services such as Pay per Call from Miva and others
• Key strategies to maximize search engine marketing effectiveness
• Top line case studies of real-life SEM campaigns - both SEO and PPC
• The future for SEM in the UK and globally
• How SEM can be used to complement other online campaigns

CLIENT CASE HISTORY: search engine marketing and PPC at Golfbidder.com

• Golfbidder is Europe's largest stockiest of quality used golf clubs and this case study will show how Golfbidder have successfully grown and enhanced their PPC advertising which now delivers local language ads across Europe.
• Building on this success it will also show how they have integrated PPC with SEO to grow their business online.

Online advertising: how to attract more site traffic and build your brand online

• Understanding the role of online media in the decision making process
• How to buy behavior rather than demographics
• Getting a feel for response vs branding task media planning
• Planning for real-time behavioral and sequential-consideration activity
• What works when

Affiliate marketing: “the new black” of online advertising?

• How affiliate marketing works and why it’s one of the fastest growing ways to attract online customers
• Understanding the mechanics and process and how it could work for your business
• Getting started: using a network v going it alone
• Insider tips on managing your programme and getting the best deals

CLIENT CASE HISTORY: Online customer acquisition at MoreTh>n

• Martin Aylward, Marketing Planning Manager for MORE TH>N will share with you the approach taken to online customer acquisition at MORE TH>N and the lessons they have learnt since launching
• He will talk specifically about how to use email event triggers to increase conversion rates, How to use technology to maximise sales through paid for search, how to play the Aggregator game to bring in low cost sales, how to work your budget harder to drive both sales and brand numbers and how to measure the success of digital campaigns to ensure you have the optimum media mix

Converting web traffic: how to ensure your website scores highly in the usability stakes

• What is usability and why it’s more important than ever
• Usability principles, tips and techniques
• Keeping it simple and getting the basics right
• Common pitfalls to avoid

Online customer retention: building and deepening customer relationships

• Getting to know your customers online and moving towards a one-to-one relationship
• Online technology, self-service and its role in online customer loyalty and retention
• Tried and tested online techniques to foster deep relationships
• Developing a customer contact strategy and the role of email and SMS

CLIENT CASE HISTORY: agency.com

• Nick Corston, Sales & Marketing Director for Agency.com will focus on the role of online in repositioning the Dulux brand, delivering a consumer insight driven interactive brand experience.
• Providing an award-winning and integrated full services solution to creating an enchanting online campaign and the redesign of Dulux.co.uk.

CLIENT CASE STUDY - Broadsystem

Chris Cullen from Broadsystem will be talking about the growth in the use of email for direct marketing and how this has developed from the early days of 'Spam' through to the far more complex and targeted methods used to build relationships with customers and consumers. Amongst other roles, Chris looks after Broadsystem's online marketing clients including The Times, Five, BBC World Service, Handbag.com, Corus Hotels and Waterscape.

Course tutor

James A. Matthewson M IDM
James is Director for Trust Digital. He is a digital and direct marketing specialist with extensive experience of developing and delivering e-marketing, e-commerce and e-business strategies. He has worked as a digital marketing practitioner and trainer across many B2B and B2C sectors for clients such as Pernod Ricard (Martell Cognac),IBM, Kalido (Shell International) and Michelin. James is also a published author in the subjects of e-business, e-marketing and mobile marketing and regularly writes for various publications on the subject of Internet marketing and business.

Guest speakers

Marty Carroll.
As Director of Usability Practice, The Usability Company, Marty has ultimate responsibility for delivery of all client projects. His consultants conduct research into, and provide consultancy on, the usability of all types of digital interface including web, interactive TV, voice and mobile applications. Marty has extensive consultancy experience working with clients such as Barclays, BSkyB, RBS, Nokia, and Microsoft. Prior to joining TUC Marty worked for a full service e-business development organisation. In 2000 Marty founded the UK Chapter of the Usability Professionals Association and is currently past-president. Marty has a BA in psychology and an MSc in Human Computer Interaction.

Mike Rogers.
Mike founded Optimize as a specialist search engine marketing (SEM) agency in 1999 which provides independent Internet marketing services, consultancy and training to clients in the UK and overseas. Services include search engine optimisation (SEO), Pay per Click (PPC) advertising, web analytics and a range of other paid SEM services such as Trusted Feeds. Clients include companies as diverse as the BBC, Kodak, Monster.co.uk, Nationwide, Parcelforce, the Royal Mail, Toshiba, Yell.com and many other small and medium sized businesses. Prior to Optimize he worked for over 15 years in technical and marketing roles.

Kevin Cornils, Chief Executive, buy.at
Kevin joined buy.at in September 2006 bringing significant management and online marketing experience. buy.at is the UK’s largest independent affiliate marketing network. He joined from Match.com,one of the world’s leading e-commerce companies where he was Managing Director, Europe. At buy.at, Kevin is focussed on building on the previous success of the company in driving significant incremental online sales for many of the UK’s most successful brands. buy.at serves a wide range of big brand-name clients across all sectors including, AA, Butlins, Carphone Warehouse, Capital One, Early Learning Centre, Egg, John Lewis, La Senza, Littlewoods Even More, Lloyds TSB, Lombard Direct, LX Direct, M&S, ntl, Portland, Powergen, Scottish Power, RAC, Samsung, Sky, T-mobile, Virgin and more. In total, buy.at currently has 150 merchants and 3500 affiliates.

Martin Aylward, Acquisition Planning Manager, EDF Energy
Martin is the Acquisition Planning Manager for EDF Energy where has responsibility for the planning of all online and offline channels and day to day accountability for Direct Mail and Online marketing. Previous to working at EDF, Martin was at MORE TH>N since its inception, where he had a lead roll in the creation of morethan.com and the marketing of the site. He subsequently became Marketing Planning Manager and was a key player in making MORE TH>N one of the fastest growing financial services companies in the UK. Martin is a member of the IDM’s Data Council and speaks regularly on online and integrated marketing.

Nick Corston, Sales & Marketing Director, Agency.com
Nick has been in the interactive industry since 1987, launched Macromedia in Europe moving swiftly on to establish and sell his first ‘multimedia’ consultancy business, Interactive Developments. He went on to launch Arawak to tap the emerging opportunities for digital in marketing. Having established a working relationship with Craik Jones, one of the UK’s most awarded direct marketing agencies, he moved Arawak in to establish their digital capability.

Nick joined Agency.com in July 2005, attracted not only by the reputation and team, but also by Agency.com’s recent integration into the TBWA Group, which he feels provides the perfect platform for his belief in the ongoing integration of digital into above and below-the-line communications.

Chris Cullen, Account Director, Broadsystem
Chris has 10 years agency experience in direct marketing gained both within the UK and overseas. He has worked across many industry sectors including automotive, travel, financial services, new media and telecoms. Previously Chris has worked for Carlson Marketing Group, Direct Dialog, Boomerang Advertising (Australia) and Pell & Bales. Chris's core skills are within the area of development and implementation of strategic integrated marketing solutions and ROI optimisation. He joined Broadsystem in February 2005 to work in the CRM and digital marketing side of the business.

Matt Gilbert.
Matt was one of the founder members of Saatchi and Saatchi's online media department, working with both the new media account group and the offline media-planning department. He joined i-level in 2000 and is one of the most experienced people in the business. As a Group Director he worked mostly on blue chip clients like BT, Yell, COI, & Gillette; this included Pan European strategic planning and implementation.

In 2005 he joined i-level sister company Generator to focus on developing training courses, both internally for the agency, but also for external parties. He has now run dozens of sessions for both advertisers and publishers, including the official ISBA online media course.

His media insight has been recognised with a commendation for a paper called 'Response without clicks' and winner of Revolution magazine's ‘Best Online Branding for an Online Business' category.

Testimonials

IDM Membership and CPD Scheme

IDM members receive a substantial discount on this course. To find out more about becoming a member of the IDM click here.

You can claim 14 CPD hours for attending this course. To find out how to enrol on the IDM CPD scheme click here.

Course fee includes all tuition, comprehensive manual, lunch and light refreshments.

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