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You will learn to:

  • Understand the strengths of key digital marketing platforms, channels tools and techniques
  • Plan and implement digital marketing campaigns from strategy to evaluation
  • Analyse, track, test and measure digital marketing campaign response
  • Maximise ROI by integrating digital and offline marketing activity
  • Develop insights from data and build profitable long term customer relationships

Course availability 

Sorry, there are currently no bookable dates. Please check back later.

Course information


Digital Marketing: the Complete Guide details:

Day 1

Impact of digital on business

  • The history of internet and digital marketing
  • How technology is changing business and marketing
  • Digital disruption and transformation

Impact of digital on marketing

  • What challenges are marketers facing?
  • How has digital has impacted on marketing?
  • Paid, owned and earned media
  • Impact of digital on the 4 P’s
  • The rise of permission marketing
  • Developing an effective value proposition (workshop with feedback)

Impact of digital on consumers

  • How digital has impacted on customer behaviour and buying habits
  • Digital’s impact on the marketing funnel and the customer journey

Developing a digital strategy

  • An introduction to digital strategy development
  • An introduction to integration and multichannel marketing communication
  • Test and learn – an introduction to testing and optimising your marketing communications

The mobile experience

  • Another channel or simply another access point?
  • An introduction to mobile devices
  • Impact of mobile on consumer behaviour
  • Mobile marketing opportunities
  • Sites v Apps
  • Responsive and adaptive mobile design

Day 2

An introduction to social media

  • Why is social media different? Driving engagement
  • Introduction to the key social media channels
  • Introduction to social media strategy
  • Social purpose
  • Understanding audience & channel
  • Identifying competitors & opportunity
  • Introduction to social listening
  • Measurement and evaluation

An introduction to content marketing

  • Why is content important?
  • Brand storytelling
  • Explore the different types of content
  • What makes successful content?
  • Content curation
  • Introduction to online video
  • Hero, hub and hygiene content
  • Developing a content strategy and plan
  • Measuring success
  • Content marketing workshop

Day 3

An introduction to email marketing

  • The new ‘direct marketing’
  • Building a mailing list
  • Hurdles in getting your email opened and read
  • Using email to drive engagement and action
  • Anatomy of a successful email (formats and creative)
  • Measurement & Testing

An introduction to digital display

  • What is digital display
  • Display is about more than clicks
  • Display formats
  • Video advertising – form video banners to pre-rollers
  • Buying digital display - an introduction to programmatic buying

An introduction to affiliate marketing – inbound, outbound or both?

  • What is affiliate marketing
  • Why and how do you use it
  • What are the different types of affiliate marketing opportunities
  • What type of responses do you get?

Data and legal for digital marketers

  • Where does data come from?
  • Why is data valuable
  • How can you use data
  • Segmentation, targeting and the single customer view
  • An introduction to legal for digital marketers
  • Web analytics, tracking and measurement
  • Looking to the future
who should attend?

People who want a holistic view of how digital marketing is planned, executed, integrated and controlled; Managers, consultants and business owners with several years' marketing experience who want to extend and update their digital skills; Anyone in business who wants to better understand how all the elements of the digital marketing mix fit together for maximum ROI.


Nick Watt, Head of Operations, Digital Doughnut

Nick is an award-winning digital marketer and strategist who helps brands and organisations to better understand the impact of digital on consumers and business. Nick’s experience lies in developing strategy and delivering programmes for brands and agencies that helps them to succeed in the new digital economy.
Nick has worked both on client, agency and media side, including senior roles at four start-ups. Clients have included Levi Strauss, Google, Marks and Spencer, Disney, Vodafone, Time Warner, Sony Music Europe, Omnicom DDB, Leo Burnett, Saatchi & Saatchi, Havas Media, Amnesty International, AMV BBDO and L’Oreal.

Matt Banks, Insight and Analytics Partner, Seven Seconds

Matt is the Insight and Analytics Partner at a new ecommerce consultancy called Seven Seconds, with Waitrose being one of its key clients.

Matt’s previous role was as a Senior Consultant at PwC Specialising in Digital Intelligence for clients including, EMAP, British Gas, John Lewis, DeBeers. Prior to this, Matt was a Client Director at Logan Tod for 5 years running digital optimisation and intelligence projects with clients which included HSBC, ASOS and Debenhams Before joining Logan Tod, Matt headed up a Digital Insight Team at Lloyds Banking Group.

Mike Rogers M IDM, Managing Director, Optimize

Mike is Managing Director of Optimize, a specialist search engine marketing and conversion optimisation agency which provides independent SEM services, consultancy and training to clients in the UK and overseas. Services include search engine optimisation, pay per click and Google Analytics. Mike has worked in SEM for over 10 years and has developed and implemented SEO and PPC strategies for clients such as the BBC, Dyson, Kodak, Nationwide, Parcelforce, Toshiba, and the YHA.

Aiden Carroll F IDM

Aiden Carroll started out his career intending to be called to the Bar, but fell in love with media along the way.

From early forays into public relations and television, Aiden became an award-winning brand strategist. He believes that brands live and die on their presence and has convinced some very recognisable clients and agencies that this is the case, including Google, Barclays, WPP and Hilary Clinton.

Aiden’s fruitful and periodically globe-trotting career has seen him work with numerous brands in shaping and delivering their digital and advertising strategies.

His work appears in multiple publications from The Independent to The San Francisco Chronicle and he talks and trains constantly, mainly in London & Hong Kong, making a habit of saying yes to interesting opportunities.


IDM Head Office

With two state-of-the-art training suites complete with interactive white boards, a prestigious boardroom equipped with a 70" multi-touch interactive plasma screen and a cafe dining area with relaxation zone, the IDM has created an inspiring training location.

This course should be compulsory for anyone involved with digital marketing - brilliant stuff

Sue Harris,
Director, Knowledgebase

Excellent course, exceeded my expectations. As a newcomer to the vast area of digital marketing I now feel confident at speaking about the range of areas which were covered in this course

Brona Maher,
Marketing Communications Executive, Tourism Ireland

Before attending I knew a little about many elements of digital marketing. I left with a much deeper knowledge, some excellent tools and tips to implement what I learnt. Excellent!

Mark Blunden,
Director of Client Management, Foviance

Brilliant course, something for most levels from line management to CEO. Definitely implicit in my day to day work.

Adam Krusts,
Membership Engagement Coordinator, Royal College of Physicians

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