Developing an email channel strategy
Developing your email campaign strategy
Measuring email success
Developing a content strategy
Delivering a content strategy
Amplification, measurement and optimisation of content
Developing a Mobile Strategy
Introduction to Mobile Marketing
Measurement and testing
Creating your mail campiagn
Why use direct mail and how to plan it
Why use door drop and how to plan it
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
The fundamentals of SEO and PPC
Customer centric website strategy
Website & campaign strategy
Measuring the effectiveness
Understanding the role of web analytics
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?
Marketing?
Print Publications (direct mail & door drop)
Radio
Television
Outdoor billboards or signage
Kiosk or vending
Telephones
Events, conferences and exhibitions
Partnerships, sponsorships and joint ventures
Digital MArketing?
Website
PPC (pay-per-click)
Blog or vlog
Affiliate marketing
Microsites
Youtube
Tiktok
Search (SEO)
Google+
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.
