Learn how to put the core principles, concepts and practical applications of direct and digital channels into action and how to plan and evaluate data-driven marketing campaigns
This course is made up of 9 modules. You will also be required to complete one online assessment.
The principal direct channels available to marketers, and how they are used today
The key tasks demanded of current marketing - and how an integrated approach is well-fitted to these
How to use direct mail, door-to-door, inserts, printed media, direct response TV (DRTV), direct response radio, and telemarketing for best practice.
The role of digital marketing and the online value proposition
An understanding of the key digital channels: search marketing, display advertising, email, social media marketing, mobile and affiliate marketing
Creating a clear data strategy
Identifying what data you need to deliver your marketing goals
Building knowledge of legal and regulatory constraints around use of personal data
Permission marketing and CRM best practices: obtaining and maintaining consent
Using profiling to extract simple insight from your data
Improving your targeting through the use of segmentation and personas
Adding to your customer understanding through market research
Performing a situation analysis
SMART objectives setting
Campaign management and evaluation
The ability to use the key planning tools
Understanding the different techniques to deliver acquisition and retention campaigns
The key differences between B2B and B2C marketing
An awareness of what can be tested and in what order
Knowing the key steps in developing a test programme
Understanding the challenges of measuring tests in multichannel campaigns
Understanding the importance of a good creative brief
Knowing how to prepare and deliver a good creative brief
Understanding how to evaluate creative work
Enjoy the flexibility of devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months. You will receive email support and 24/7 access to course materials. For more information call 020 8614 0277.
In order to attain the Award in Data-Driven Marketing and use the honorifics Award DDM you must pass an online exam.
The IDM Data-Driven Marketing course is delivered through online learning. Online marketing courses provide a convenient and easy way to study wherever you are.
Students will be required to undertake all nine modules in order to achieve the qualification. In all, this will require approximately 35 hours of study (you will be allowed up to one year to complete).
At the end of the programme there will be one online examination to be completed which, if successful, will qualify you to receive the IDM Award in Data-Driven Marketing (Award DDM).
All prices above are subject to vat