• 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

Course Categories: Planning & Strategy

See below for further course details and full programme information.

Ready to upskill your team with the IDM? Explore our Corporate Training option, here

Details

Level
Intermediate
Duration
1 day (7 CPD hours)

Get in touch...

To discuss your options, please get in touch with one of our learning and development team:

Course availability

Start Location Member Non-Member Places Left  
13/09/22 Virtual classroom £400.00 £450.00 12 More info
Book Until
30 Aug 22
02/12/22 Virtual classroom £400.00 £450.00 14 More info
Book Until
18 Nov 22
28/03/23 Virtual classroom £400.00 £450.00 14 More info
Book Until
14 Mar 23

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

Tim Hamill F IDM, Director, Data Ketchup

Tim has over 25 years of marketing experience specialising in helping businesses utilise data to improve their marketing and commercial decision making.

During his career he's held several senior roles at Royal Mail, driving their marketing, market insight product development, and creative services.

He is a founding partner of data-driven creative marketing consultancy Data Ketchup and a Director of Customer Content for 3d Mapping Company.

For the last five years, he's been an IDM tutor teaching qualifications on direct marketing, finance, and data. He was named IDM educator of the year for 2019.

London (W1W 8SS)

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