2012 new courses preview
The IDM continually updates its training course portfolio, based on customer feedback and industry developments and below you will find a preview of new courses launching in the new year.
Customer Retention: The fundamentals
Reduce customer churn and increase loyalty and value from your customers.
In challenging times, with pressures on marketing budgets, it becomes even more important to reduce customer churn and increase loyalty and value from your existing customers.
This dynamic one-day workshop is packed full of practical examples of how to devise, plan and execute successful customer retention programmes.
Learn how to retain and grow existing customers; create integrated online and offline marketing and customer service plans and develop both proposition and creative strategies. The course will challenge some of the existing orthodoxies around CRM and provide a ‘no holds barred’ view of customer retention in practice, with lessons that can be directly applied to your brand.
Developing a Compelling Data Strategy
Business intelligence back on the boardroom agenda.
Data is the spine of organisations, but it's difficult to tell the data story and pitch the value of data to the wider organisation. All too often data is seen as a support function but it needs to be at the heart of business goals.
This course will enable you to build and develop a compelling data strategy by using language and frameworks that align to marketing and business goals. Many businesses do not have a written document that clearly outlines their data strategy (journey and story) in one place. Instead, data still tends to be regarded as a support function for other activities. This course will equip you with the tools you need to create and deliver the data narrative, to ensure you gather the relevant data, at the right time, to the right people.
E-commerce: A Model for Success
Drive greater demand as an online business.
The road to creating a successful online store can be a difficult one if you're unaware of ecommerce principles and what it can do for your online business. This course explores how to drive greater demand by examining your value proposition as an online business, who you’re trying to sell to and some tactics to reach these target customers.
Building Effective Email Marketing Campaigns
This course looks at defining your goals and objectives, how to build a quality list and designing and delivering your email campaign. It also teaches you how to test, optimise and analyse the results for maximum success.
Integrated Email Marketing
This course covers advanced segmentation, triggered/automated emails as well as how to integrate email into a multichannel environment (social, mobile, direct mail, telemarketing, blogs and websites).
Mapping the Customer Experience
How to make the most of every customer contact.
Customers are in control – they can make or break newly launched businesses as well as old favourites. But why has this changed? For years marketing ruled, we decided what to say to our customers and when. We decided what offer we would make and who we would do business with. If things went wrong and our customers were unhappy, they left. They might write to us, they might tell their friends, but that was it. Now, disgruntled customers can tell the world – and they do.
This course will show you how to map your customer journey, how to identify the tipping points in the journey and how you can influence behaviour. It will also examine the social media you need to be following to make sure you know what your customers really think about you. Come and join us on the journey. You will never feel the same about your business again.
Multichannel Marketing
The power of an integrated plan.
To achieve the greatest marketing results and ROI, you must build your entire multichannel marketing plan around the habits, preferences and expectations of your customers. To do this, you need the ability to understand, balance and exploit every marketing channel available to you. This course will equip you with the theories behind integrated marketing, and be brought to life through fascinating case studies from leading brands such as O2 and Nectar.
