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

Details

Level
Intermediate
Duration
1 day (7 CPD hours)
Rating

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Course availability

Start Location Member Non-Member Places Left  
30/09/19 London (W1W 8SS) £510.00 £599.00 19

NB: Prices above subject to VAT

Course Information

Programme

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

Tutor

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.

Venue

London (W1W 8SS)

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