The IDM at large: IDM Academy and Bootcamp

IDM Academy

Our 30-minute Academy sessions are on a first-come, first-served basis once you’re at the show or exhibition. Learn from the real-world experience of accomplished IDM practitioner-tutors and walk away with advice you can action. Here are the sessions that took place at Internet World 2013:

Tuesday 23 April

10.00-10.30: Content Management Theatre
Content Marketing 2.0
Mike Berry, Managing Director, Mike Berry Associates

"Content Is King” is an old buzz-phrase whereas “Content Marketing” is newer. However Mike argues that it's now time for brand owners to move to “Version 2.0”, whereby we are not only creating and/or 'curating' high-quality content but also leveraging and sharing it effectively as part of an integrated Content Marketing Strategy. Few companies are, so far, doing this successfully but there are big ROI rewards for those who do.

13.30-14.00: Ad Search & Affiliate Theatre
Managing your Affiliate Programme for Incremental Sales
Peter Dickenson, Founder and Managing Director, Understand Digital

Many companies would be best switching their affiliate programmes off due to the high volume of sales that would have happened anyway. Peter explained how to manage your affiliate programme in such a way that it delivers incremental sales. Understand how affiliates fit into the marketing mix, how to recruit the right affiliates and harness those professional affiliates who can cannibalise your sales if left to their own devices.

15.15-15.45: Social Media Theatre
Developing a Content Roadmap
Michelle Carvill, Founder and Director, Carvill Creative

You are what you tweet - or blog, or Facebook – and therefore, what we share now forms a key part of our online visibility and our brand persona. The social networks are a growing part of the marketing mix – the ‘media’ we feed into these content hungry networks is now a key consideration for organisations.

The Big Data Show - Wednesday 24 April

10.00-10.30: Velocity Theatre
Using big data to attribute and optimise your marketing channels
Peter Dickenson, Founder and Managing Director, Understand Digital

Learning from one of the UK's leading travel agencies on their approach to collecting large quantities of marketing data from their advertising partners and the results they gathered from it. On The Beach have a very successful marketing team, however were blind to their customer buying paths and knew there were improvements to be made. Peter showed the objectives, how they collected the data, and through to the results.

Speakers

Karen Benveniste is co-MD of Vanilla Films, a production company that develops, produces and delivers video marketing and films for corporate clients. Before Vanilla was founded, Karen had a 16 year career in television, working across news, children’s and factual programming, mainly at the BBC. She series produced television brands such as Watchdog, Crimewatch and the Chelsea Flower Show. Karen now draws upon her film making and journalistic experience for her Vanilla work with clients who include Butlins, Warner Leisure Hotels, Legoland, Coats plc, Logica plc and The Chartered Management Institute.

Danny Bermant founded Brainstorm Digital in 2000 and over the past 12 years has focused on ways in which the internet can be used to convert website visitors into customers. His goal is to develop online strategies to help clients attract new business, and he does this through social media, SEO, pay-per-click marketing, business blogging, online PR and other methods of digital marketing.

Danny's social media training is more than just practical, it uses real life case studies to illustrate ways in which your campaign can be used to engage with customers. His training includes social media strategy, and how to write a social media plan that sets out realistic, attainable goals. Danny's experience includes website design, e-commerce development, website usability testing, content management systems, search engine optimisation, email marketing campaigns and iPhone app development.

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 and Adjunct Professor of Marketing at Hult International Business School. Mike is the author of 'The New Integrated Direct Marketing’, published by Gower, and writes a popular blog on marketing and technology. 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 Course Tutor for the IDM's Complete Digital Marketing training course/Diploma in Digital Marketing.

Michelle Carvill is Founder of Carvill Creative – a marketing, social media and web agency founded in 2002. Michelle’s provides strategic marketing advice to clients – covering both traditional and online marketing. Michelle recently completed her first book, ‘The Business of Being Social’ – A Practical Guide to Harnessing, Twitter, Facebook, LinkedIn and YouTube for Business – due out March 2013. Passionate about 'the digital future' – she advises clients on creative Online Marketing Communication Strategies, Social Media Strategies and Website Effectiveness Planning. She also works with Business Training Made Simple and The Institute of Direct & Digital Marketing, developing and delivering training courses around Social Media, Blogging and online business. Over the past 12 months she has trained over 1500 in social media and online marketing. Michelle started her career in advertising with Saatchi & Saatchi, working with Gillette, Toyota, Mars and other large brands. She then moved into Professional Services marketing, first in legal marketing and then with a global professional services consultancy. Whilst experience counts for much of her knowledge – she is a fully ‘qualified’ marketer. Has a Masters in Business & Marketing, is a Fellow of the Chartered Institute of Marketing and a fully qualified Chartered Marketer.

Peter Dickenson is the founder and managing director of Understand Digital a marketing analytics company. Peter's background spans over 10 years in the digital space including over 8 years as managing director at one of the leading affiliate networks AffiliateFuture. During his time at the network he was responsible for the management and development of affiliate and merchant relations, incentives for affiliates, creative ideas for merchant campaigns and advising clients on website functionality to improve the effectiveness of their affiliate marketing programmes. Peter's clients included Virgin Atlantic, Thomas Cook, Lovefilm, John Lewis and EUI, formerly The Admiral Group.

Peter's analytics product www.impacttag.com allows businesses to understand their marketing campaigns and how they glue together, managing customer buying paths and attribution modelling. The product is pertinent to affiliate marketing, where people are paid to be the last click and this must be managed correctly.

Kelvin Newman, Creative Director, SiteVisibility
In his role as Director of Strategy at SiteVisibility, Kelvin is responsible for iTunes' most popular internet marketing podcast, downloaded by over half a million people. On the show he has collaborated with a number of the world’s most respected marketers including Seth Godin, Tim Ferris, Avinash Kaushik & Jakob Nielsen.

Kelvin has delivered presentations across the UK & Europe at events like A4U, SMX London and SASCON, regularly contributes to State of Search and is heavily involved with SiteVisibility’s innovative search marketing campaigns for clients such as Hotels.com, FindaProperty, Gala Bingo & uSwitch. He also runs the hugely oversubscribed BrightonSEO conference which sold out in 26 minutes and has written a free book on link building called Becoming a Clockwork Pirate.

Stephen Pratley is Managing Director of Shine Marketing, an ecommerce design, development and marketing consultancy. Stephen has affiliate marketing experience dating back to 1998, and has managed large scale programmes as both an affiliate and merchant in the retail and data generation sectors. Stephen advises retail clients on affiliate programme launches, management and website conversion issues, as well as operating a range of performance-based online media properties and email marketing programmes through the Shine Emedia subsidiary.

Robert Thurner M IDM is 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 is the Founding Partner of Burner Mobile, the Mobile Consultancy and Training business. In 2011 he trained over 950 marketers in Europe and the US on a broad range of mobile topics.

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. His Rob’s client contacts include Amex, Betfair, British Airways, Carphone Warehouse, GSK, Jaguar, King of Shaves, M&S, O2, Reed Business Information, Royal Mail, STA Travel, Tesco and multiple agencies.

Presentations

The IDM Academy programme - download presentations

Please note that downloading some of these files may take a few moments. If you encounter any technical problems, please contact marketing@theidm.com.

Content Marketing 2.0
Mike Berry, Managing Director, Mike Berry Associates

Managing your Affiliate Programme for Incremental Sales
Peter Dickenson, Founder and Managing Director, Understand Digital

Developing a Content Roadmap
Michelle Carvill, Founder and Director, Carvill Creative

The Big Data Show
Using big data to attribute and optimise your marketing channels
Peter Dickenson, Founder and Managing Director, Understand Digital