Digital Marketing: The Essentials & Strategy

Day 1: Digital Marketing: The Essentials

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:

  • An understanding of the role of keywords to define your audience and optimise different layers of your site
  • How to build links that drive the right kind of traffic, build relationships and trust
  • How to turn social relationships into engagement and create sales opportunities with affiliate programmes
  • How to evaluate creative options in format and content
  • Analytics skills and a knowledge of the 8 essential measurements across all channels

Who should attend?

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

Day 2: Digital Marketing: Strategy

How to plan, create and deliver a digital marketing strategy that gets the very best, both short term and long term, from the digital channels your customers have adopted.

You will learn:

  • How to develop a digital culture and a marketing plan related to your organisation and business strategy
  • An understanding of the impact of digital on customer behaviour, segmentation, targeting and tracking
  • An understanding of the customer journey and customer experience on and off line
  • An ability to evaluate existing and emerging channels and tools
  • How to plan, implement and manage a campaign from development to roll out and from tracking to evaluation

Who should attend?

The course is designed for managers who are responsible for shaping marketing and digital marketing strategy in a client organisation or agency. You will be an experienced senior marketer who wants to review and refine your digital strategy and channel governance.

*Note: Courses can also be book as individual days.