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You will learn to:

  • Develop a framework for planning a digital marketing strategy
  • Understand the impact of digital on customer behaviour, targeting and tracking
  • Evaluate existing and emerging channels and tools
  • Build and maintain relationships on and offline
  • Manage a campaign from development to roll out and from tracking to evaluation

Course availability 

start location member non-member places left
Central London (SE1 8DJ) £549.00 £599.00 full
Central London £549.00 £599.00 9

NB: Prices above subject to VAT.

Course information

programme

The future is now

  • Key trends in digital
  • What is a digital strategy and a digital organisation
  • The role of digital marketing plan in relation to your business strategy
  • Developing a digital culture within your organisation

Planning and developing a digital strategy

  • Frameworks for planning a digital marketing strategy
  • Resources at your disposal to help you plan
  • Situation, market, competitor positioning analysis
  • Setting objectives, KPI’s and feedback to refine the marketing mix
  • Different approaches to testing. Big data and how to cope with it

The consumer and consumer behaviour

  • Understanding your audience, segmentation and targeting
  • Understand the customer journey and customer experience on and offline
  • How digital has changed consumer behaviour, consumer insight, targeting and tacking
  • The impact of digital (inc mobile) on buying behaviour and purchasing habit

Getting notice and being relevant

  • Channel planning and choices. Which channels are right for you?
  • Understanding the scope and roles for content, native, mobile, email, social, search, display and emerging and traditional channels
  • Building and maintaining relationships on and offline
  • Pitfalls to avoid, how to plan for success

Engaging creative

  • Giving brands purpose and developing a strong creative proposition
  • Creative that your prospects and consumers want to spend time with
  • Planning and implementing a campaign from brief to creative development and roll out
  • Tools for evaluation, reporting, tracking and refinement
who should attend?

The course is designed for managers who are responsible for shaping marketing and digital marketing strategy in a client organisation or agency. You will be an experienced marketer who wants to review and refine your digital strategy and channel governance.

Previous delegates include:
  • Communications Officer (The Cooperative Group)
  • Digital Project Manager (NSPCC)
  • Marketing Coordinator (Westway Development Trust)
Enrol onto ‘Digital Marketing Strategy’ 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

Bill MacDonald, Business Director, Karmarama

Bill started his career in Toronto building brands for the likes of UPS and Clarica (Investments & Insurance) at Ammirati Puris in Toronto.

After a six year stint on the Coors Light account at Draft FCB he upped stakes and moved to Qatar where he led integrated teams on the International Bank of Qatar, and later Qatari Diar at DDB.  Realising the future was digital and that technology was shaping the world around him Bill moved to London where he took a role with Iris leading a cross agency team from an embedded position at Philips that delivered a (multi-brand) pan-European product launch.

Years launching websites, brands, and marketing programs for Bacardi, Starbucks and Nokia at Wunderman lead Bill to Karmarama, where he leads an account group delivering digital solutions to a client list that includes British Telecom, British Gas, and Forevermark, among others.

venue

Etc Venue The Hatton

Located in the heart of London, just minutes away from Farringdon and Chancery Lane stations, etc.venues The Hatton offers contemporary designed, high quality training and meeting rooms.

testimonials
I would highly recommend taking this course to enhance your digital knowledge and capabilities and learn how you can then implement those skills to your business.

Paul Futers,
Marketing Executive, Npower

The course provided an excellent level of information. The supporting material was excellent

Matt Baumber,
Communications Consultant. Sun Life Financial of Canada

As well as a great source of learning it's useful to share knowledge with other companies, and also great to know we are doing the right things and where we can improve

Sarah Bradford,
Digital Customer Experience Manager. Barclaycard

The course provided practical guidance I can utilise in my day to day work life but also provided me with increased career prospects

Gretlin Aumre PG Dip IDM,
Digital Marketing Project Manager, School Website

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