Digital Marketing Masterclass

During this course you will learn to:

• Understand consumer behaviour and their expectations of brands online
• Develop relevant, engaging and action-orientated digital campaigns
• Assess different digital channel options to select the best ones for your target audience
• Create online customer experiences that stand-out from your competitors
• Understand analytics to monitor and improve campaign performance

Course Details:

Use key tools to understand consumers and plan activity

• Explore customer journey planning to predict customer behaviour
• Develop online personas to increase the relevance of marketing activity
• Plan omnichannel campaigns that drive greater engagement and conversions

Put user experience at the heart of digital strategy

• Explore user personas and goals
• The importance of useful content and navigation
• User testing wireframes and sites

Optimise performance on mobile phones

• Mobile search and the multichannel journey
• Responsive design and content
• Making use of smartphones, interaction tools and downloads
• Generating localised and behavioural sales opportunities

Exploit the power of search to reach your audience

• Understand the role keywords play in defining your audience
• Use keywords to develop content for different audiences
• Build links that drive the right kind of traffic

Set up Pay Per Click to drive traffic to your site

• Build targeted keyword strategies using Google's basic planning tools
• Set up campaigns to deliver success through the customer journey
• Measure the effectiveness of your campaigns
• Work within specific budgets

Use social channels to build customer engagement

• Understand your audiences' social channel preferences
• Create content that attracts the attention of your audiences
• Use social channels to build relationships and trust
• Turn social relationships into sales opportunities

Awareness and preference through display advertising

• Assess the best way to use paid advertising systems
• Evaluate the creative options in format and content
• Use analytics to optimise your campaigns

Work with affiliates to open up new sales opportunities

• Evaluate potential affiliate partners
• Understand how performance marketing fits with other channels

Use email to strengthen customer relationships

• Optimise email opt-ins
• Build a segmentation, timing and content strategy
• The importance of design and delivery methods
• The importance of testing and optimisation
• The role of automation

Evaluate the performance of digital campaigns

• First steps in analytics
• Using analytics to optimise campaigns
• Test and learn strategies

Who Should Attend?

This course is designed for marketers who want to build an understanding of all the options online, either as someone new to marketing or an experienced marketer, keen to transfer existing skills to the digital world. Typical attendees have been: Marketing Executive, Marketing Manager, Marketing Communications Executive, Communications Manager, Studio Manager.

Tutor:

David Hearn F IDM, Creative Technology Director Arcstream AV
David Hearn F IDM has been a marketer for 30 years, starting at the Economist, before moving to agency FCB, working for British Airways and The Australian Tourist Commission. He then became co-owner of direct and digital agency AHK, developing successful customer acquisition and retention programmes for, amongst others, Royal Mail, 3M, Canon and Adobe.

David is now working in creative technology for Arcstream AV, delivering interactive marketing solutions for major brands including Ford, GSK, EY and Schroders. Helping bridge digital and face-to-face engagements.

With wide experience in both B2C and B2B markets, he has been sharing his expertise and experience for over 20 years as a trainer and tutor for the IDM. David also lectures at universities and delivers a series of online professional training webinars.

Other Details:

• Location: Virtual Classroom
• Member Price: £400
• Non-member Price: £450