Course Details: An Overview of Digital Marketing

Overview
Course duration: 1 day.

In the fast changing world of digital marketing you can either be in the leading group or a lagging follower as technology evolves and moves on.

This course will enable you to understand the vital role of digital marketing in business and the way that you can harness this channel to improve your marketing effectiveness.

Is it right for me?
If you are involved with or affected by digital communication in any way and feel that you would benefit from gaining an understanding of the latest techniques available and how they can be used, then this is the course for you.

What will I learn?
By the end of the course you will be able to:

Understand how digital marketing techniques fit with your existing strategies
Be conversant with all the latest technologies that are available to the marketer
Be able to choose the most appropriate medium for each of your audiences
Know the constraints of the Data Protection Act
Be able to construct a social media strategy
Use the CRM tools to enhance the effectiveness of digital media
Develop digital media metrics
What will it cover?
Digital Marketing Fundamentals

Fit with existing strategies
Developing your digital strategy
Digital Marketing Defined

The key elements of the digital offering
The integrated approach to digital marketing
Identifying the Prime Market Segments

Segmentation, targeting and positioning
Accessing the market with the appropriate media
E-mail marketing

Holy grail or just another tool?
The good, the bad and the ugly
Data Protection Act

What you need to know
How to stay on the right side of the law
Search Engine & Directory Marketing

Differing search engines
Search engine and directory liaisons
What is search engine optimisation
Managing agencies – what to look for/what to avoid
What is link building
What is search engine ranking
PPC

Google, Yahoo, MSN/Bing
Inhouse or agency?
Measuring performance
Social Media

What are the different channels (facebook, twitter, linkedin)
Starting out and keeping going
Using social media to develop customer relationships
CRM and Digital Marketing

CRM strategy integrated with digital marketing
Deciding on the relationship and developing it
Viral Marketing

Using viral marketing appropriately
Some do’s and don’ts of viral marketing
Digital Marketing Audit

Using the digital check list
Putting it right