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You will learn to:

  • Understand and apply the core principles of direct, digital, CRM and data-driven marketing
  • Effectively plan, manage and integrate marketing campaigns across all channels
  • Test, measure and evaluate your marketing for improved performance
  • Confidently brief external partners and suppliers across the direct and digital spectrum
  • Successfully brief and lead direct and digital marketing within your organisation

Course availability 

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

Course information


This 3-day course is now made up of our Essentials range. To find out more please complete the form and our Training advisors will be in touch.

Database Marketing: Essentials
Digital Marketing: Essentials
Direct Marketing: Essentials

Direct and Digital Marketing: the Complete Guide details:

Day 1

Overview of direct and digital marketing

  • Scope
  • Origins and evolution
  • Function of direct and digital marketing
  • The direct and digital channels

Marketing Planning

  • The key issues
  • What is marketing strategy?
  • Setting objectives (SMART)
  • Tactics
  • Budgeting, forecasting and Lifetime value analysis (LTV)

Creative (AIDCA)

  • The creative brief
  • Developing a proposition
  • Proposition to message: AIDCA/PPPP
  • Evaluating creative work
  • Value Proposition

Direct Channels

  • Overview of direct marketing channels
  • Direct Mail
  • Door-to-door
  • Printed media: on-page and inserts
  • DRTV and direct response radio
  • Telemarketing and response management

Day 2

Data-driven marketing

  • Defining data-driven marketing
  • Key data attributes, sources and management
  • Data quality
  • Big data
  • Measurement, evaluation & analytics
  • Segmentation, targeting, profiling & personas & LTV
  • Data Protection, Permission and Regulation
  • Data-driven future

Campaign Planning

  • Definition of campaign planning
  • Budgeting and campaign management
  • Tools
  • REAP
  • Content for on and offline Marketing
  • The B2B difference
  • Start with analysis
  • Why testing is important
  • Developing a testing programme
  • Supplier selection & management
  • Afternoon Group Exercise

Day 3

Digital Channels

  • Introduction to digital marketing
  • Usability and User Experience
  • Search marketing
  • Online display
  • Affiliate Marketing
  • Email
  • Mobile
  • Social media marketing
  • Web Analytics
  • Online content
  • Integrating the channels
  • Round up of what you have learnt
who should attend?

The programme is ideal for anyone who needs a thorough introduction to, or update on, how direct and digital marketing works today. If you have responsibility for running campaigns - using any offline or online media - you will benefit from this course.

Previous delegates include:

  • Campaign Manager (Reed Learning)
  • Marketing Executive (Citibank International)
  • Marketing Account Manager (Macmillan Cancer Support)
  • Digital Strategy Manager (NSPCC)
  • Website Executive (The Caravan Club)

Martin Chillcott F IDM

Martin is acknowledged as an expert in customer retention and has been responsible for the development of successful marketing strategies and customer communications across a range of businesses. He applies a common sense approach and ability to identify powerful customer insights and opportunity for profit.

He has over 20 years’ client-side marketing experience, including director level roles in UK, Europe and Canada/USA with American Express, Thomas Cook, M&G, Air Miles, Time Life, Budget Insurance and Page & Moy.

12 years ago he set up his own consultancy ‘Hotchilly’, successfully working as an independent consultant/planner either working directly with clients or retained to work with clients of leading communications agencies BEC and Together Agency and the Data Practice, Radar.

Mike Berry Dip DM, F IDM

Mike stared his career at Procter & Gamble. He then went agency-side with roles at EHS Brann (Havas Helia), Wunderman (Director), Bozell/ FCB Inferno (Senior VP) and Head of Digital for EMEA at Jack Morton (Interpublic’s experiential agency network). He has worked with many of the world’s leading brands including Coca-Cola, Google, Ford, McDonald’s, GSK, Allianz, British Airways, Honda, Xerox and Marriott.

These days he’s a digital consultant, trainer and academic (Adjunct Professor at Hult Business School, Digital Course Leader at Imperial College London and Visiting Lecturer at Kingston University). He is the author/ co-author of 3 books including The Best Of Global Digital Marketing Storybook 1 and 2. Mike is a Fellow of the IDM and Course Tutor on the IDM Postgraduate and Professional Diplomas


Simon Daniels, Head of Marketing Operations, Hanson Wade

Simon Daniels is widely experienced in data-driven marketing, with a track record in marketing data strategy, technology and process definition and implementation. Simon has been responsible for guiding the identification and deployment of marketing technology and developing data-driven marketing strategy throughout Europe, North America and Asia Pacific, across the technology, telecoms, retail, engineering, publishing and public sectors. Simon recently joined specialist conferences producer Hanson Wade as Head of Marketing Operations, with responsibility for the development and management of worldwide delegate and sponsor data, driving data-driven innovation and optimising marketing technology adoption.


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.

Excellent course. Good mix of theoretical and practical examples. Will recommend

Paul Morris,
London Borough of Lambeth

The most valuable three days I have spent in a classroom for a long time. The information given has helped me in my position and will do so for a long time to come

Nick Bate,
Centrica Plc

Up to date information, the internet session particularly useful

Alison Marshall,
Scottish UFI

Every minute has counted. Well worth the journey and time away from the office. Thank you for giving me some more tools to enable me to do my job better

Rachel Hammond,

Train Your Team

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