Digital Marketing Masterclass

Data and Marketing Association UK Ltd

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

During this time when it’s essential to keep our physical distance, it’s just as important to maintain connections, education and ambition.

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

• An interactive classroom environment
• Peer-to-peer collaboration
• An engaging platform experience
• Practical learning through hands-on exercises
• Online access anywhere you can get an internet connection

Courses are structured in a time friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

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