| Date | 30th October 2007 (9:30am – 1:00pm) |
|---|---|
| Venue | BSG House, London, United Kingdom |
| Trainer | David Hughes |
| Duration | About 4 hours |
| Cost | $325.00 |
About the course
Overview
As customers multi-task, switch channels seamlessly and filter out interruptive, noised based communications, the need for a multichannel, integrated approach has never been greater. This one-day course, delivered by a marketing expert of over 15 years in on and offline communications, will help those who need to know how to plan, execute and measure integrated campaigns that encompass bringing traditional and new media together.
Who should attend?
Anyone with a responsibility for planning, executing and measuring integrated marketing campaigns, both online and offline. Previous attendees have included brand managers, marketing managers, campaign managers, agency account handlers, marketing executives and customer relationship managers. As an intermediate-level course it is recommended that you have some online and offline marketing experience.
How will I benefit?
You will gain an understanding of the trends affecting integrated marketing communications in today’s consumer and business environments including media fragmentation, audience shifts in consumption and the growing reliance on the web and social media. This will enable you to plan and execute an effective multichannel campaign utilising both online and offline media.
What will I learn?
Using case studies and examples, this lively, discussion-led course will help marketers appreciate the complexities of multichannel campaigns, whilst also highlighting key considerations marketers should make around customer insight, creative, channel selection, measurement and budgeting. The course is organised in three key areas: planning and strategy, integration, and delivery measurement and analysis.
Planning and strategy
• How online & traditional offline media is converging
• Audience behaviour
• Which channels work well together
• Selecting the right channels, tactics and metrics for your campaign
• Key considerations to take into account when briefing and developing creative campaigns for multichannel use.
Integration
• Understanding the importance of integrated marketing communications
• The tools used by planners when developing integrated multichannel campaigns
• Considerations for direct response versus brand objectives
• Integrating creative, the importance of relevance and good call to action
• Media buying options, rates and the art of negotiation
Delivery, measurement and analysis
• How to evaluate multichannel campaigns and what are the key complexities with on to offline / offline to online customer journeys
• Measuring campaign effectiveness
Trainer
David Hughes
Digital Marketing Consultant, Non-Line Marketing
David runs an independent digital marketing consultancy, Non-Line Marketing, which helps clients get the most out of their on and off-line integrated communications. His experience of off-line direct marketing allied to over 10 years experience in digital marketing allows him to identify and exploit cross-channel opportunities. In a world where digital and traditional worlds are beginning to collide, David helps clients optimise both these techniques.
David has been working in the digital marketing field for over 10 years, initially as the New Media Development Manager at Claritas (now Acxiom), and then for 6 years as a Strategic Consultant at Emailvision. Before this he was the Data Acquisition Manager for Claritas Group Operations developing high-volume off-line consumer survey programmes across Europe.
In the data-driven digital world this breadth of experience gives David insight into the critical areas of on-line marketing:
- Database strategy and management
- Data gathering both on and off-line
- Email marketing strategy, technical and operational issues
- Creating seamless email and web customer journeys
- Integrating digital with other channels
Over the past 5 years David has been working at the heart of the digital marketing world. He is the Course Tutor for the Institute of Direct Marketing's Diploma in Digital Marketing qualification as well as being a member of the Certificate and Diploma in Interactive Marketing Examination board and a member of their Digital Marketing Council. A number of professional short courses are run by David including BtoB Email Marketing, an advanced 2 day email marketing course and a three-day "Complete Digital Marketing" programme.
As a founder member of the Direct Marketing Association Email Marketing Council he has worked on many industry initiatives and is a regular speaker for the DMA on email legal, strategic, creative and multi-channel issues. He is the author of the DMA/tank! Email Marketing Benchmarking Report that provides insight into email key performance indicators on a quarterly basis.
David works with a number of organisations, both BtoB and BtoC, helping them to understand and optimise digital marketing opportunities. He also works with technology providers and agency partners to add a "professional services" dimension to their offering. Working directly with clients, David exploits the opportunities that digital marketing creates from gathering profile data, developing testing strategies through to building and analysing contact and conversion strategies. His specialist knowledge of email marketing data, creative and broadcast technologies allows companies to "fast-track" their email marketing programmes so they deliver better results more efficiently.
In 2006 the Chartered Institute of Marketing invited David to join their Faculty of Speakers of their Training Academy and David delivers in-company training and consulting for their client partners. Finally, David is Director of the Tank! On-line Marketing Action Group, an invitation-only client-only marking community. David develops "thought leadership" programmes so that members can understand and better manage critical on-line marketing issues in a 12-18 months time frame.
