Multichannel Marketing

Course benefits

Attend this course and you’ll be able to:

1. Understand the emerging multichannel customer
2. Acquire tools to evaluate existing levels of integration
3. Understand how to plan and buy the full range of channels
4. Learn how to build integrated, customer centric marketing strategies
5. Address the issues around measurement and accountability

Benefits to employer:

Using theory, case studies and exercises, training participants will learn how to evaluate, balance and blend both new and traditional channels and devices to create a fully integrated, customer-centric marketing strategy: one that is right for your customers and your business.

Back in the office, training participants will be able to carry out a review of their marketing plans, organisation and suppliers and identify where integration is weak and strong. Thereafter they will be able to contribute to tactical and strategic planning with a clear understanding of how decisions about one channel will affect the overall relationship between brand and customer.

Benefits to you:

You’ll gain a sound understanding of every important media channel that’s available to marketers today, and you will learn how to quantify the value and importance of new channels that lie just over the horizon. Most importantly, you will know how to fit them all together so they meet the needs and expectations of customers and how to measure the results.

Who should attend:

Marketers at the start of their career who want to embrace a holistic approach, ideally with some marketing experience. Equally, established marketers with experience of particular channels who want to understand the wider landscape would benefit. The course is suitable for agency-side, client-side, B2B and B2C marketers.

Programme outline

• Course introduction
• Why integration is important
• The marketing mix and IMC mix
• Basic terms and principles of media planning
• The key offline channels – broadcast, print, outdoor, direct etc.
• Quiz
• The key digital channels – websites, email, online adverting, social media etc.
• Building a strategy across all channels
• Single customer view
• Legal issues
• Multi-agency issues and internal silos
• SME integration case study
• Case study presented by Nectar/O2
• Building a Plan
• Group exercise and review
• Technologies and techniques that can help
• Emerging channels and future developments
• Q&A session

Case Study
Case study presented by Nectar (Group Aeroplan):
How Nectar use their online shopping portal across the marketing mix to deliver an increase in customer acquisition and uplift in ATV and AOV for existing customers by integrating multiple channels into one holistic view whilst targeting on a one-to-one basis. Maureen will talk through the planning of a multi-channel campaign, execution, results and analysis and next steps. Multi-channel will be across ATL, email, DM, mobile, social media, Toolbar and SEO/PPC. How to deliver a multi-channel campaign across:
Banner ads
Direct Mail
Email
Social Media
Mobile
Toolbar
SEO/PPC

Training course tutor

Rik Pipe started his career as a copywriter, creating great (and some not so great) ads for cars, vans, diggers, tyres, anti-fur charities and a few other things; picking up creative awards from the UK, Europe and the US on the way.

In the 90s Rik sold his creative agency to a digital agency and discovered the internet. Since then Rik has been involved in pretty much every aspect of software development and digital marketing of everything from posh footware to pork scratchings. He can't write a line of code, but he has a well -rounded understanding of pretty much every aspect of the way people interact with brands, employers, charities, governments and one another online. He is increasingly involved in helping organisations to effectively integrate online and offline activity.

Guest speaker

Maureen McDonagh, E-Commerce Director, Nectar, a Groupe Aeroplan Company
Maureen's current role is to drive forward core E Commerce proposition on Nectar.com delivering revenue and ROI for key clients whilst investigating new opportunities in this space. Use multiple channels to drive acquisition, loyalty and change in customer behaviour and engagement to deliver targets.

Before joining Nectar, Maureen worked for News International responsible for all transactional strategic partnerships and created compelling marketing promotions for readers across digital, print and mobile.

In 2008, Maureen was a top 5 finalist in Marketing Week's Rising Star Award. Most recently, Maureen has completed a Leadership course at Harvard Business School.

Delegate testimonials

"A fantastic introduction to Digital Marketing Project Management."

Christopher Proctor, Client Manager, GM Design Ltd

"Great succinct introduction to project management - very enjoyable day and very useful material."

Yvonne Adams, Direct Response Manager, Hilton Worldwide

"Great practical one day course that can easily be incorporated back into the 'real world'."

Natalie Griffiths, Director, Natalie Griffiths Associates

"Well into my current digital project, I can now pause for a moment and significantly improve the way forward. Thanks Rik!"

Valerie Barraclough, Music Leader Officer, Youth Music