Digital Marketing: Essentials
Data and Marketing Association UK Ltd
Summary
Location & dates
West London
London
W22EA
United Kingdom
70 Margaret Street
London
London
W1W8SS
United Kingdom
Overview
During Digital Marketing: Essentials you will learn how to:
- Optimise websites for search engines and create Pay Per Click campaigns that efficiently deliver traffic to your site
- Use social channels to increase customer engagement and affiliate intermediaries to create incremental sales opportunities
- Put mobile to work for you across all aspects of the customer journey
- Build online experiences that increase customer satisfaction and email campaigns that personalise customer service and build lasting relationships
- Monitor and improve campaign performance across all digital channels
Digital Marketing: Essentials programme details:
Exploiting the power of search to reach your audience
- Understanding the role keywords play in defining your audience
- Working with keywords to optimise the different layers of your site
- Using keywords to develop content for different audiences
- Finding the right keywords to work with
- Building links that drive the right kind of traffic
Setting up Pay Per Click to drive traffic to your site
- Building targeted keyword strategies
- Working with Google’s basic planning tools
- Setting up campaigns to deliver impressions and click-throughs
- Measuring the effect of your campaigns
- Working with budgets
- Optimising campaigns with local and regional targeting
- The importance of related landing pages
Using social channels to build customer engagement
- Understanding your audiences’ social channel preferences
- The importance of tuning into conversations
- Preparing content that attracts the attention of your audiences
- Using social channels to build relationships and build trust
- Turning social relationships into sales opportunities
Going mobile in the digital marketplace
- Mobile search and the multichannel journey
- Responsive design and content
- Making use of smartphones, interaction tools and downloads
- Social interaction and Near Field Communication
- Generating localised and behavioural sales opportunities
- The critical difference between mobile sites and apps
Awareness and preference through display advertising
- Assessing different targeting methods
- Developing your scheduling options
- Evaluating the creative options in format and content
- Using analytics to optimise your campaigns
Working with affiliates to open up new sales opportunities
- Understanding the role intermediaries play in the marketing mix
- Evaluating potential affiliate partners
- Getting to grips with fees and commission structures
- Developing the right kind of content and relationship
- Ensuring sales are incremental and not detrimental to business
Using email to build and service customer relationships
- Understanding the value of email addresses and the moment of capture
- Building a segmentation, timing and content strategy
- The importance of design and delivery methods
- The elements that must be measured
- The importance of testing and optimisation
- Evaluating and optimising email campaigns
- The role of automation
Putting user experience at the heart of digital strategy
- Exploring user personas and goals
- The importance of useful content and navigation
- User testing wireframes and sites
- Serving the 5 modes of customer engagement
Evaluating the performance of digital campaigns
- First steps in analytics
- The eight essential measurements across all channels
- Using analytics to optimise our campaigns
Description
Digital Marketing: Essentials programme details:
Exploiting the power of search to reach your audience
- Understanding the role keywords play in defining your audience
- Working with keywords to optimise the different layers of your site
- Using keywords to develop content for different audiences
- Finding the right keywords to work with
- Building links that drive the right kind of traffic
Setting up Pay Per Click to drive traffic to your site
- Building targeted keyword strategies
- Working with Google’s basic planning tools
- Setting up campaigns to deliver impressions and click-throughs
- Measuring the effect of your campaigns
- Working with budgets
- Optimising campaigns with local and regional targeting
- The importance of related landing pages
Using social channels to build customer engagement
- Understanding your audiences’ social channel preferences
- The importance of tuning into conversations
- Preparing content that attracts the attention of your audiences
- Using social channels to build relationships and build trust
- Turning social relationships into sales opportunities
Going mobile in the digital marketplace
- Mobile search and the multichannel journey
- Responsive design and content
- Making use of smartphones, interaction tools and downloads
- Social interaction and Near Field Communication
- Generating localised and behavioural sales opportunities
- The critical difference between mobile sites and apps
Awareness and preference through display advertising
- Assessing different targeting methods
- Developing your scheduling options
- Evaluating the creative options in format and content
- Using analytics to optimise your campaigns
Working with affiliates to open up new sales opportunities
- Understanding the role intermediaries play in the marketing mix
- Evaluating potential affiliate partners
- Getting to grips with fees and commission structures
- Developing the right kind of content and relationship
- Ensuring sales are incremental and not detrimental to business
Using email to build and service customer relationships
- Understanding the value of email addresses and the moment of capture
- Building a segmentation, timing and content strategy
- The importance of design and delivery methods
- The elements that must be measured
- The importance of testing and optimisation
- Evaluating and optimising email campaigns
- The role of automation
Putting user experience at the heart of digital strategy
- Exploring user personas and goals
- The importance of useful content and navigation
- User testing wireframes and sites
- Serving the 5 modes of customer engagement
Evaluating the performance of digital campaigns
- First steps in analytics
- The eight essential measurements across all channels
- Using analytics to optimise our campaigns
Who is this course for?
This course is designed for those delegates with little or no experience in digital marketing.
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