£958.80 – £982.74

Digital Marketing Essentials: A Fast Track 2 Day Workshop

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The Bridge

81 Southwark Bridge Road

London

SE1 0NQ

United Kingdom

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Description

The development of the Internet, World Wide Web and other digital technologies has transformed the way marketing is now managed. For consumers digital offers instant access to wider range of products, services and prices from different suppliers and a more convenient way to select and purchase items. This choice cn access to a range of technology platforms from desktop and laptops to smartphone and tablet devises. For organisations of all sizes, digital media and new technology platforms the opportunity to expand into new markets, offer new services, apply new online communications techniques and compete on a more equal footing when competing with larger businesses. With the success stories of companies capturing market share following the rapidly increasing adoption of the internet by consumers and business buys has come the fast realisation that all organisations, large and small must have an effective online presence to prosper and even survive. "The key question is not whether to deploy Internet Technology, companies have no choice if they want to stay competitive but how to deploy it" (Michael Porter)

About this 2 day Digital Marketing Workshop
This is a practical hands-on 2 day workshop which will challenge attendees to really understand the concepts, techniques and best practices to support all the digital marketing processes required an instant material impact on your digital marketing performance. The course content combines leading academic models of marketing with the practical ‘know how’ of launching campaigns quickly and efficiently to deliver results

Who should attend?
This course is designed for business owners who are seeking a broad understanding of the digital marketing, website owners who want to increase traffic, offline marketers who require a broader understanding of digital marketing, marketing and creatives who have specific digital disciplines who need a broader explanation and commercial professionals doing digital who either want a broader mix or to learn new digital approaches

Course Outline
The course includes the following learning modules

An introduction to Digital Marketing
- How are digital marketing is transforming traditional marketing
- Current trends, challenges and marketing opportunities
- Paid , earned and owned media explained
- key challenges of digital marketing
- Primary channels of Digital: Search, email, mobile and display

Defining your digital marketing strategy
- Internal analysis: assessing the e-maturity of your company
- Setting goals and strategic objectives
- Evaluating performance

Exercise: define your digital marketing objectives

Measuring digital marketing performance
- Main tracking platforms explaining- Google Analytics and Adobe Analytics
- Tracking your digital assets, website and differing marketing tactics
- Using analytics to inform marketing tactics
- Multi-channel tracking and attribution explained
Exercise: plan your KPIs

Google AdWords Strategy
- Launching an AdWords Campaign
- Budgets and effective big strategy
- AdWords copy best practice
- Refining performance and Quality score
- Other Google AdWords options; Product Listing Ads (PLAs) and Remarketing

Other Pay Per Click (PPC) Advertising options
- Programmatic Advertising explains
- Business to Consumer: Bing, Facebook, Instagram, Twitter and Pinterest Ads
- Business to Business: LinkedIn and Quora Ads

Managing effective SEO strategy
- Keywords research and Setting goals
- Technical SEO foundations best practice
- Link acquisition and content outreach strategies
- Measuring performance; google Webmaster tools, keyword tracking

Social Media Marketing
- Overview of the main platforms: Facebook, Twitter, LinkedIn, YouTube, Instagram and Pinterest
- Impact of Messaging Apps: WhatsApp & Snapchat
- Managing Social Media effectively: internal structures/ responsibilities, work-flows

Email marketing
- An overview email marketing platforms
- Segmenting your database: eCRM
- Email design and development: do's and don'ts

UX and Design
- Copy and Design: creating information architecture that delivers
- Desktop and mobile: delivering the best user experience
- The importance of User Testing
- Web Analytics and Metrics

Mobile Marketing
- The mobile landscape explained using apps for marketing
- HTML5, responsive design and the mobile web
- Location-based services, augmented reality & wearables
- Tracking performance
- Multi-channel tracking and attribution explained

Online Display Advertising
- The online/mobile display ecosystem: media agencies, publishers and ad networks
- Creative considerations: interruptive or permission-based?
- Programmatic advertising: the future of online/mobile display?

Building a Multichannel Campaign
- 7Ps Marketing Mix explained
- Allocating budgets and appropriate mix
- Case-studies examined
Exercise: build your own multichannel campaign

Impact: Measuring digital performance
- Main tracking platforms explaining- Google Analytics and Adobe Analytics
- Tracking your digital assets, website and differing marketing tactics
- Using analytics to inform marketing tactics
- Multi-channel tracking and attribution explained
Exercise: plan your own KPIs

The Future of Digital
- Key trends- Big Data, The Internet of Things, Virtual Reality
- Artificial Intelligence and chatbots
- Virtual reality and AR

On completion of the 2 day workshop , you will be able to

- Define an effective digital strategy for your brand
-
Know how to select the digital tactics which are best suited to achieve your specific plan
- Understand all the differing functions of digital makretung and how they work together
- Know how to integrate digital into your overall marketing and sales functions
-
Know whether you are focussed on the right KPIs
- Be able to answer ROI related questions concerning your digital tactics.

Who is the course trainer?

David Reilly is a Digital skills trainer with 17 years digital marketing, consultancy and training experience. He has delivered digital skills training to business leaders, start-ups, marketing agencies and established brands including Aviva, Barnardos’s, The Financial Times, Towergate Insurance, Time Warner and Simply Health.

He is also writes about digital strategy and the future of digital technology for Econsultancy, smartinsights, TechUK and runs the London digital network
Future Thinking in Digital Marketing

What are the course materials?

All delegates will receive a copy of the course materials and a reference guide plus to provide further practical insight to the key learning points









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The Bridge

81 Southwark Bridge Road

London

SE1 0NQ

United Kingdom

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