To provide digital marketers with a structured and practical approach to developing customer-centric digital marketing strategies.Develop a Planning framework to ensure your strategy lays the foundation for powerful strategy development.
Exploring the macro and micro marketing context
Developing SMART objectives
Building a robust marketing strategy
Establishing a detailed tactical plan and core metrics
Budgeting for multi-channel campaigns
Exploring segmentation and targeting
Connecting targeting to proposition
Mapping the increasingly complex customer journey
Developing a customer-centric data strategy
Developing an objective channel strategy
Developing an aligned creative strategy
Delegates will work in groups to:
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.
London (W1W 8SS)