• You will learn to
  • Details
  • Course availability

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

Home Learning

All learning products and services are currently being delivered digitally using the following engaging formats:

Virtual Classroom: Tutor led, live, online classroom environments, find out more here: Virtual Classroom

Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience, find out more here: Online Learning


Course Categories: Planning & Strategy

Details

Level
Intermediate
Duration
1 day (7 CPD hours)
Rating

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Course availability

Start Location Member Non-Member Places Left  
24/11/20 London (W1W 8SS) £400.00 £450.00 15 More info
Book Until
23 Nov 20
Venue
DMA House

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

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.

London (W1W 8SS)

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