Digital Marketing Strategy
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.
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
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
Steve Kemish F IDM, Managing Partner, JunctionAgency
Steve is a multi-award-winning marketer and has worked in digital marketing since 1997. He has worked client-side, helped grow a leading email service provider, consulted to numerous clients on digital strategy, and helped build one of the most respected and awarded B2B marketing agencies in the UK.
His passionate and insightful approach has gained him numerous industry awards. In recent years his work has seen wins at the B2B Marketing awards (five times) Database Marketing awards (twice), New Media Age awards, Revolution Digital Marketing awards, CRN awards, IDM Marketing awards, PPA and DMA awards.
He has worked on digital marketing and strategy with many global brands including Motorola, Cisco, ITV, Lego, Skype, British Airways and Oracle.
A highly regarded speaker, lecturer and writer, Steve has worked with the IDM since 2004 on various courses and events and has been invited to speak throughout the world on the subject of digital marketing. He was appointed a Fellow in 2009, making him one of their youngest ever appointments.
As well as his role at Junction he is an IDM tutor, a member of the IDM Digital Council, a guest lecturer at various British universities and a longstanding Superbrands judge.
Venue
London (W1W 8SS)