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During this course you will learn:

  • A practical planning framework ensures your strategy lays the foundation for powerful strategy development
  • A grounded strategy focuses your targeting decisions, drives proposition development and supports CX across each Customer Journey touchpoint
  • To build efficient and effective data, channel and creative strategies that support and evaluate the delivery of your digital strategy
  • To put theory in practice in a customer-centric strategy workshop 

Course availability 

start location member non-member places left
Central London (W1W 8SS) £510.00 £599.00 10+

NB: Prices above subject to VAT.

Course information

Planning Framework – how strategy fits into the digital marketing plan
Exploring the macro and micro marketing context
  • Analysing external Factors that define the marketing context
  • Analysing business and marketing factors
Developing SMART objectives
  • Setting different types of objectives
  • Creating financially grounded goals
Building a robust marketing strategy
  • The difference between strategy and tactics
  • Overview of the strategy development process
Establishing a detailed tactical plan and core metrics
  • Core elements of the campaign delivery process
  • Setting and monitoring KPIs
Budgeting for multi-channel campaigns
  • Developing an integrated forecasting model
  • Validating digital investment
Strategy development – from optimised targeting decisions to enhanced Customer Journey planning
Exploring segmentation and targeting
  • Customer Profiling and segmentation
  • Building a segmentation matrix
  • The value of RFV and LTV modeling
Connecting targeting to proposition
  • How targeting drives proposition development
  • Approaches to proposition development
  • How propositions drive creative connections   
Mapping the increasingly complex customer journey
  • The basic buyer behavior model
  • The comprehensive Customer Journey Map
  • How data and technology drive CX
How to build efficient and effective data, channel and creative strategies
Developing a customer-centric data strategy
  • Types and sources of digital marketing data
  • How brands capture and use data to drive business
  • How data develops individuated communications
Developing an objective channel strategy
  • Core digital channels and their attributes
  • Developing a cost-benefit channel analysis
  • Timing and sequencing digital channels communications
Developing an aligned creative strategy
  • How to brief digital creative
  • How to assess digital creative
  • How to maintain creative integrity
The customer-centric strategy workshop 
Delegates will work in groups to:
  • Build a range of differentiated target audience profiles for a single product
  • Develop a range of aligned propositions for each target audience
  • Build a basic Customer Journey map for each target audience and consider how each touchpoint relates to strategy 

Mike O’Brien F IDM, Jam Partnership

Mike O’Brien is a serial entrepreneur and the CEO of Jam Partnership, a channel agnostic digital consultancy specialising in digital transformation, marketing automation and human integration training. He is an IDM Tutor, an established keynote speaker, a contributor to best-selling marketing and digital strategy books, a passionate digital blogger, an award-winning copywriter and creative director, and a channel-agnostic, customer-centric futurologist. He is a founding partner in a Digital Marketing Apprenticeship start-up and one of a small number of marketers with extensive experience in brand, direct and digital marketing. As an IDM tutor, he has won Educator of the Year and has helped thousands of direct and digital marketers to gain professional qualifications. He is passionate about raising professional standards and using technology to enhance personal productivity. His client portfolio includes over 200 of the world’s top brands, including: HSBC, Barclays, Volvo, Jaguar, Sky Sports, VW, Amex, Barclaycard, Cancer Research, British Airways, Old Spice, Sony, Panasonic, Thomas Cook, NatWest, Legal & General, Unison, Royal Mail and the FT. Mike is also a member of the DMA Social Media and Customer Engagement Councils, and proud to be a Fellow of the IDM.


IDM Head Office

The IDM have created an inspiring training area with two state-of-the-art training suites. There is a café dining area and relaxation zone to help you network and gain knowledge during your visit.

I've found that the programmes offered by the IDM have stretched my thinking, grown my knowledge and given me the confidence to make improved decsions in the workplace ot the benefit of my companyand more so my clients.

Graham Smith Dip DigM,
Account Manager, Rainey Kelly Campbell Roalfe

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