Marketing channels

  • Digital Advertising

    Digital Advertising

    Search engine marketing strategy

    Display strategy

    Affiliate marketing strategy

  • Email Marketing

    Email Marketing

    Developing an email channel strategy

    Developing your email campaign strategy

    Measuring email success

  • Content Marketing

    Content Marketing

    Developing a content strategy

    Delivering a content strategy

    Amplification, measurement and optimisation of content

  • Mobile Marketing

    Mobile Marketing

    Developing a Mobile Strategy

    Introduction to Mobile Marketing

    Measurement and testing

  • Print Mail

    Print Mail

    Creating your mail campiagn

    Why use direct mail and how to plan it

    Why use door drop and how to plan it

Marketing Skills

Social media marketing

Why is social media engagament important?

Developing a social media campaign strategy

Interacting with customer on social media

Recording your social media metricts and turning them to insights

Creating a customer centric strategy using data

Aligning your audience and social media platforms

Staffing social media for customer service

Always improving your social media performance

Exemplary brands in social media

Paid, owned & earned media

PR disasters, recovery & contingency

Social Media - Additional resources

Setting abjectives & KPIs

Funding your social media channels

Research & identify your influencers

How to build a social listening strategy

Choose the right metrics to meausre success

Defining content pillars

Engaging inflencers in your marketing campaign

Tools for social listening

Use the SMART objectives framework

Content format

Measuring influencer activity

Tips for implementing your content plan

Social media listening

Planning your social media content

Measuring influencer activity

Tips for implementing your content plan

Developing a social media strategy

Reactive & planned social media content development

Introduction to social media analytics & insights

Building communities

Website marketing

The fundamentals of SEO and PPC

Customer centric website strategy

Website & campaign strategy

Measuring the effectiveness

Understanding the role of web analytics

Planning & strategy
  • Marketing tactics
  • Marketing management
  • Marketing leadership

  • The core principles of marketing
  • Online Marketing
  • Developing a compelling digital marketing strategy
  • SMART objectives shape strategy
  • Using data & Insight to inform your marketing strategy
  • Integrated communication and customer experience
  • Integrated campaign management
  • Media-neutral communications planning
  • Delivering a CRM programme
  • Buiding a communications strategy
  • Intermediary assessment and partner management
  • Challenge of change
  • What is a digital strategic business approach?
  • The strategic markrting cycle
  • Profiling
  • Segmentation
  • Targeting
  • The power of cross- channel marketing
  • Create a customer centric communications plan
  • Targeting approcahes
  • The importance of technology for tracking campaigns
  • Leveraging the benefits of cloud technology
  • Testing in campaign optimisation
  • Measuring influencer activity
  • Using multivariate techniques within campaign optimisation
  • Case study: Amazon - IMC
  • Digital marketing planning, channels and creative
  • Offline Marketing
  • What is CRM?
  • Conducting a CRM technology and customer data audit
  • Creating an integrated contact strategy for customer development
  • Outsourcing and partner management
  • Identifying your main competitors
  • Introduction to integrated marketing
  • Integrated communication and customer experience
  • Choosing your online channels
  • An introduction to the marketing channel mix
  • Developing online value
  • Online market place
  • Optimise market place listings
  • Digital audit
  • Digital as piece of the integrated marketing pie
  • How to select the right digital media channels
  • Methods for tracking the effectiveness of digital campaigns
  • Branding in digital
  • Choosing your online channels
  • Change management - what it is, and how to utilise it to integrate digital marketing into your organisation
  • Managing change for digital integration- organisational structure
  • Managing change for digital integration- people and skills
  • Managing change for digital integration- leadership and culture
  • Managing change for digital integration- processes
  • Profiling & segmentation analysis
  • Putting personas into action
  • Competitor benchmarking
  • Managing change for digital integration - technology
  • Managing external agencies and partners
  • Setting yourseld up for effective integrated campaigns
  • The digital journey- understanding your path to integrated digital marketing
  • Making the business case for improved contact and personalisation strategies

Learning Blog

Many of us still perceive digital marketing and marketing as separate entities.

The IDM challenges this notion, tackling important questions, including should ‘marketing’ encapsulate all channels and mediums – plus how to use the challenges in 2020 as an opportunity to readdress our beliefs around marketing.

Marketing communications channels have been expanding for some time.

They now encompass artificial intelligence, machine learning, big data and consumer centricity, but many of us still identify these terms with ‘digital marketing’.

Just this April, marketers looking to educate and upskill themselves searched on Google for ‘digital marketing courses’ – 83% more than those who searched for ‘marketing courses’.

Why is Digital Marketing Separate from Marketing?

The term ‘digital marketing’ was coined 30 years ago in 1990. Why then is the industry still so intent on seeing digital marketing as a separate entity to marketing? Why are channels introduced before 1990 categorised as marketing, and the subsequent computer and internet-based channels as digital marketing?


Print Publications (direct mail & door drop)



Outdoor billboards or signage

Kiosk or vending


Events, conferences and exhibitions

Partnerships, sponsorships and joint ventures

Digital MArketing?


PPC (pay-per-click)



Blog or vlog

Affiliate marketing







Search (SEO)



Should ‘Marketing’ Encapsulate All Channels and Mediums?

Communication through TV or social media require the same foundation and skills:

  • Understand your audience

  • Give them value

  • Grab their attention

Targeting any one segment exclusively through offline channels is very unlikely, yet its often viewed as a key differentiator in developing marketing communications.

Marketing must focus on the consumer; skills required to reach them are essential. Digital marketing is absolutely relevant, but so is TV advertising, direct mail, door drops, radio and – once we’re on the other side of the coronavirus – billboards and point of purchase.

Should marketing be used as an umbrella term, encapsulating all channels and mediums of communication?

What’s Marketing Without Data?

The term ‘data driven marketing’ has also come into the mix. Should all marketing not be data driven?

Without data we can’t identify who we’re speaking with, if they’re interested in our product, or their preferred method of communication. Marketing would be a mass of ineffective, irrelevant communication, where quantity rules and quality has no meaning.

‘If it’s not data driven, it’s not marketing’ or ‘if channels are driven by the department you work in, rather than an understanding of your consumers preferred communication methods, it’s not marketing.’

Build Your Marketing, Digital, and Data Knowledge

The IDM offers a plethora of online courses that embrace the full range of marketing communications channels, and the use of data in marketing decisions.