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You will learn to:

  • Understand the length and breadth of the digital landscape
  • Interpret the various laws and what they mean for marketers and consumers
  • Comprehend the ethical and legal implications of various channels and techniques
  • Make the right decisions about data collection
  • Write permission statements and policies

Course availability 

Please get in touch for more information. Call us on 020 8614 0277 or email on customerservices@theidm.com

Course information

programme

The digital marketing landscape

  • Digital impact on consumer behaviour
  • Customer decision making

Introduction and background to legislation

  • Overview of The Data Protection Act 1998
  • The Privacy and Electronic Communications Regulations - soft opt-in rules explained
  • Enforcement and penalties from the Information Commissioner

Permission

  • Examples of the use of opt-outs, opt-ins, soft opt-ins and double opt-in
  • Maximising permissions
  • What permission statements need to include, and how to write them

Compliance

  • CAP, the ASA and rules on financial services, investments and products
  • Risk management and prevention
  • Defamation on digital channels

Legalities of organic search (SEO)

  • How organic search works
  • Database of intentions
  • SEO and on-page content
  • Web friendly content
  • Preventing permission erosion
  • Re-permissioning data
  • What privacy statements and cookie policies should cover
  • Accessibility online and on digital devices

Legalities of paid search (PPC)

  • What is search engine marketing
  • How ads work
  • AdWords best practice
  • Data and privacy

Social media

  • The channels and landscape
  • Social media strategy
  • Social monitoring
  • Social management
  • The implications for customer service
  • Indirect data collection and data acquired from social networks

Digital PR

  • A shift from traditional PR
  • The channels involved
  • Examples of the good and the bad
  • Reputation management

Content marketing

  • What is content and how does it work?
  • The relationship between content and channels
  • Copyright and usage of media – derivative works, exceptions and fair use

The legal and regulatory implications of digital

  • Round up discussion and future issues
  • Ethical approaches
who should attend?
Anyone whose digital marketing activity influences an organisation's reputation such as marketers who plan, commission or create campaigns across digital channels, as well as those responsible for data/permission compliance.

Enrol onto ‘Digital Marketing Regulation and Best Practise’ course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
tutors

Duncan Smith, Director, iCompli® Limited

Duncan Smith is a Director of iCompli® Ltd., a specialist consultancy delivering cost-effective compliance solutions in the arena of information law, privacy and corporate social responsibility.

He works closely with clients to implement practical, training and technology-led solutions to help manage both the legal and cultural risks associated with data-driven marketing and information management. He is an excellent keynote speaker and motivator of people who has delivered solutions to a wide cross section of UK industries in both the public and private sectors.

In developing and delivering his training courses, Duncan has earned a reputation for engaging and motivating staff in some of the ‘driest’ subject matters! 
venue

DMA

testimonials
Very useful, I learnt loads in just one day!

Joe Phillip,
Space Promotions

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