|Date||September 20 2012 (9:30am – 4:30pm)|
|Venue||Etc Venues, Bonhill House, London, United Kingdom|
About the course
As customer’s multi-task, switch channels seamlessly and filter out interruptive, noise-based communications, the need for a multichannel, integrated approach has never been greater. This one-day course will help you to plan, execute and measure successful multichannel, integrated campaigns that encompass traditional and new media together.
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.
Who should attend?
This course is ideal for both traditional and digital marketers who have been charged with the responsibility for planning, executing and measuring integrated marketing campaigns, both online and offline.
How will I benefit?
Upon completion of this course, you will be able to:
- Understand current trends (media fragmentation, audience shifts, reliance on the web) that are transforming traditional media
- Research, plan and buy media for multichannel campaigns
- Integrate creative strategy across marketing channels
- Attack major issues with multichannel measurement
- Develop promotional techniques suitable for particular products
What will I learn?
The course covers:
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
- 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
Digital Marketing Practitioner and Trainer
James A. Matthewson is a digital & direct marketing specialist with extensive experience of developing and delivering digital marketing, e-Commerce and e-Business strategies for clients across the world.
James’ 15-years industry experience is vast, working as digital strategy consultant to some of the world’s biggest brands, including AMEX, BBC, BlackBerry, British Airways, Cadbury, LloydsTSB, MARS and many more.
James has developed and delivered online media training programmes for brands such as News International, Guardian Media, Mirror Group and Haymarket and speaks on the subject at conferences worldwide.
James was one of the first UK digital marketers to bring behavioural targeting into the UK and published an International white paper on the subject in 2005. He is a global marketing practitioner and trainer, published author, active blogger and runs his own digital marketing social network.