About the course
Overview
This intensive two-day course is a great place to start your training. It gives marketers a complete overview of all the essential digital marketing disciplines, how they can work together in your marketing strategy and helps to highlight areas for further in-depth learning.
Program
This intensive two-day course will look at the key considerations for digital marketers, how to build the dream online strategy and assess what the future has in store.
This course will run through the acquisition tools (search, affiliate marketing, display advertising) and retention techniques (email, web personalisation) as well as some of the management issues (legal issues, data gathering, integration with offline activity).
It will also demystify the technical jargon commonly used in digital marketing such as RSS feeds, mash-ups, tag clouds, AJAX, social bookmarking and more...all in a simple, easy to understand way.
Who should attend?
This course is ideal for those with experience of traditional, offline, marketing but little or no exposure to online marketing channels, or those with experience in specific digital disciplines who want to know how different channels can fit together.
How will I benefit?
Upon completion of this course, you will be able to:
- Understand how to weave together acquisition and retention tools to deliver an efficient digital marketing strategy
- How to build great websites through content, navigation and optimising them using analytics
- Evaluate traffic-driving techniques to get more of the right people to your site, profitably
- Use log-ins and email marketing to stay close and build long-term relationships
What will I learn?
The course is broken down into manageable modules most of which include either exercises or case studies for you to work through.
- Setting the Scene
- What do we mean by digital marketing?
- Why integration is important
- Some key terms and definitions
- Who is online?
- How do people use the internet?
- Knowing your customers - external resources
- Knowing your customers - internal data
- Planning and Strategy
- What is different about planning online?
- Some planning models to build with
- Budgeting - why it is different in digital marketing
- A few legal considerations
- Gathering Data
- Why you need to identify individuals
- What data do you need to gather?
- Click-stream data - you are what you click
- Website Design and Usability
- Setting objectives
- Planning your website - functionality, navigation and content
- Customer personas and customer journeys
- Copywriting for the web
- Usability testing - how to make sure things are working
- What's new - on-demand video, mashups, user generated content
- Tracking and Measurement
- What can you measure and how do you measure
- What does 'good' look like - key metrics
- Traffic-driving - advertising, search, email, affiliates and referrals
- Web measurement - what you can track and how you can use it
- Testing in Digital Marketing
- Why online is a testing paradise
- How do you test?
- What can you test?
- Creative Considerations
- How is writing for the web different to offline?
- Costs, skills and time-scales - how to manage the creative process
- Tone of voice guidelines
- An integrated creative experience from offline to online
- Some great websites and emails to get you thinking
- The Digital Marketing Toolkit
- Display Advertising - pricing, creative and optimisation
- SEO - what is it and how do you do it better?
- Paid Search - what is it and how do you do it better?
- Affiliate Marketing - what is it and how do you do it better?
- Email marketing - acquisition and retention
- Viral Marketing - why it's hard to get right
- Online PR - what are the secrets?
- Interactive TV - what can it do for your business?
- Mobile - acquisition and retention...anywhere!
- Other acquisition tools - gaming, blogging, podcasting
- Summary
- Key considerations for digital marketers
- What will the future hold?
- How to build the dream online strategy
- Further reading and sites to keep an eye on
Trainers
Andrew Gordon
With a background in sales and marketing and qualifications in psychology and business, Andrew is fascinated by all things web and has been working in the industry for over 10 years. He has gained wealth of experience managing integrated digital marketing campaigns and ecommerce projects for a variety of clients, from sole traders through to large corporates, and his involvement in the launch of www.jobs.ac.uk gave him first-hand experience of establishing and running a successful online business.
Andrew now works as a trainer and coach for a number of organsiations, helping them to get the most out their digital marketing activities. As part of Econsultancy’s training faculty, he has worked with clients including Random House, MacMillan Cancer Support, RIBA, Allianz Insurance and the Oxford University Press, providing expert advice on such diverse topics as usability, search engine optimisation, email marketing, analytics and social media strategies. He is also the principle trainer for Econsultancy’s MSc in Digital Marketing Communications, running the Foundation courses and various specialist elective courses and consistently receives outstanding feedback for his informative, practical and highly-engaging sessions.
Tim Tucker
Tim Tucker is an independent online media consultant, trainer and presenter. He started his career in print media, working as a journalist and editor at Future Publishing across a range of specialist interest sectors, including video games, music making, computing and technology. In 1999 he became an online publisher and launched DailyRadar.co.uk (now known as GamesRadar.com), which quickly became one of the world's leading video games websites.
Tim went on to work as a senior manager in the customer division at Origin Publishing, which has since been bought by the BBC and operates as BBC Customer Publishing. Here he developed publishing media for a diverse range of clients including Waterstone's, HMV, Cineworld and English Heritage.
Tim went back to Future Publishing in 2004 as part of the senior management team heading up the newly formed New Media division. As Online Group Senior Editor Tim introduced a focus on user experience and usability testing, and integrated a user centred design approach to launches such as TechRadar, MusicRadar, BikeRadar and TotalFilm.com. As part of his role he also trained web editorial, marketing and publishing teams on all aspects of web publishing.
Tim now works as a web user experience and content consultant. He supports web publishers in producing websites that are easy to use, engaging and highly rated, and advises on all aspects of content production and community strategy.
Inquiries
; 0207 269 1470
Econsultancy also runs Graduate Certificates for more intensive, and academically accredited courses over 12-15 weeks, starting May 2012. These include Analytics and Optimization, and SEO.
If you're looking to develop your skills or knowledge in specific digital channels, we run a range of essential courses for disciplines such as Email Marketing, Search Marketing, Online PR & Social Media, Web Project Management and many, many more!
