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Digital Marketing: Essentials

Digital Marketing crash course. Identify the right digital channel and evaluate campaign performance.


The IDM

Summary

Price
£718.80 inc VAT
Payment options

Invoice and Credit Card

Between jobs discount - 25%

Charity discount - 15%

Study method
Classroom
Duration
1 Day, Full-time
Qualification
7 CPD points / hours
Additional info
  • Tutor is available to students

9 students enquired about this course

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Location & dates

Location
Address
DMA House
70 Margaret Street
London
London
W1W8SS
United Kingdom

Overview

Get a best in class, results-focused grounding in all the essential digital marketing skills, from identifying the right channel to evaluating campaign performance

You will learn to:

  • Optimise websites for search engines and deliver more traffic via Pay per Click
  • Increase engagement through social and create incremental sales with affiliate programmes
  • Put mobile to work for you across all aspects of the customer journey
  • Build lasting relationships through email and user-centric customer experiences
  • Understand analytics to monitor and improve campaign performance

Description

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 a 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?

Digital Marketing: Essentials is designed for those delegates with little or no experience in digital marketing.

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