Our popular 2-day online training workshop is a great place to start your digital marketing training or refresh your knowledge. Led by an expert digital marketing practitioner, you’ll benefit from a complete overview of digital marketing as you explore how you can best leverage digital channels. Can we help? Call the team on 020 7970 4167 or email fasttrack@econsultancy.com.

  • 24 June 2020
    2 Days
    Online
    • £1,195.00 excl. VAT
  • 21 July 2020
    2 Days
    Online
    • £1,195.00 excl. VAT
  • 19 August 2020
    2 Days
    Online
    • £1,195.00 excl. VAT
  • 16 September 2020
    2 Days
    Online
    • £1,195.00 excl. VAT

    Description

    All courses run as 2 days with a day's break in-between (eg. 24th and 26th June)

    This intensive two-day course gives marketers a complete overview of the digital marketing landscape including all the essential disciplines, how they fit together and how to assess what’s right for your strategy and where you need further in-depth learning. 

    Delivered online, the format will be fast-paced, highly engaging and interactive throughout, with breakouts, exercises and discussion to ensure the session is truly participatory.

    Programme

    Fast Track Digital Marketing is Econsultancy’s most popular course globally and is constantly updated  to ensure you will be learning the very latest considerations facing organisations in their digital marketing. 

    The course helps make sense of the rise of digital by examining the technological evolution that has driven social and behavioural change.  Many of the implications are yet to be known but a robust strategic approach that experienced offline marketers will recognise will be presented to help everyone involved in digital approach its themes with rigour.

    The aim of the course is to equip delegates with the confidence, the tools and the techniques to build the right digital strategy for their organisations, including:

    Attraction

    • Search Engine Marketing (content) and Paid Search
    • Display and Interactive Media 
    • Social Media - video, social media outreach, online PR
    • Affiliate marketing
    • Mobile 

    Conversion 

    • Mobile 
    • Usability and Web Design 
    • Conversion Rate Optimisation

    Retention

    • Email Marketing
    • Social Media
    • Mobile 

    Analysis

    • Data, tracking and measurement 

    Course Requirements: This is an online course using Zoom. You can access easily through your web browser and we'll give you a quick tutorial at the start to ensure you get the most out of the workshop.

     

    Who should attend?

    This course is ideal for those with experience of traditional, offline, marketing but less exposure to online marketing channels, or those with experience in specific digital disciplines, who want to know how different channels can fit together.  It’s equally refreshing and rewarding for people who have been “doing” digital for some time but want to set their experiences in context and discover new approaches.

     

    How will I benefit?

    Upon completion of this course, you will have:

    • Understood the general changes happening in marketing rather than seeing ‘digital’ as an additional channel to cope with
    • Been energised and instilled with the confidence to use digital marketing as a part of your marketing mix
    • Learned structures and frameworks to help plan your digital marketing efforts and make it all fit together
    • Had the input of an expert trainer to answer questions and explore the immediate challenges you’re facing, as well as the opportunity to network and learn from others
    • Realised how much you already know and enjoyed sharing your knowledge with others
    • Had an enjoyable, thought-provoking two days! 

    Upon completion of this course, you will be able to:

    • Weave together acquisition and retention tools to deliver an efficient digital marketing strategy
    • Try out all the key techniques for yourself using a range of tricks, tips, website tools, links and handy guides
    • Approach the commissioning of digital services with more knowledge and confidence and be able to deflect trendy jargon
    • Choose specific courses to learn more about particular topics
    • Approach the future of digital marketing with confidence
    • Return to your job with a solid list of ‘to dos’ to get on with 

    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.

    Changing Marketing

    • Understanding the New World
    • How marketing is changing
    • The impact of technology
    • Digital society

    The Strategic View 

    • Strategy and Planning 
    • Becoming media companies
    • Inbound Marketing
    • Content Strategy
    • Experimental and iterative marketing
    • Data driven culture
    • Integrated on/offline marketing

    Search Engine Marketing

    • How the Internet invented search
    • Strategies for Search Engine Optimisation
    • Key principles
    • Paid search

    Display and Interactive Media

    • The role of display advertising
    • Display formats and how to use them
    • Strategy and planning
    • Targeting and measurement
    • A look to the future

    Social Media 

    • What is content?
    • Social media outreach
    • Video
    • Online PR
    • Channels
    • Influencer marketing

    Affiliates

    • Who are affiliates
    • Networks
    • The business model
    • Successful strategies

    Mobile 

    • The mobile landscape
    • Why most apps fail
    • Usability
    • Mobile conversion

    Usability and web design 

    • Conversion optimisation
    • Building for usability
    • User testing

    Email marketing

    • Smarter email marketing
    • Goal setting
    • List quality
    • Segmentation and targeting
    • Creative design
    • Copywriting
    • Legal compliance
    • Deliverability

    Analytics and measurement 

    • Why does it matter?
    • What can you measure?
    • A framework for digital metrics
    • The future of analytics

    In-company training

    This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.

     

    Trainer

    Neil Perkin

    Neil is a renowned blogger, writer and the founder of Only Dead Fish, a digital and media consultancy that specialises in applying strategic understanding of social and emerging media technologies to help businesses innovate and optimise their effectiveness within the new, networked communications environment.

    Neil is a columnist for New Media Age, a regular keynote speaker across Europe on content strategy, emerging media, digital commercial strategy and social technologies, and writes regularly to BrandRepublic, FutureLab, Marketing Week, Mediatel and Canvas8 amongst others.

    He has over 20 years' media owner experience and was latterly the Director of Marketing Strategy and Digital for IPC Media, the largest consumer publisher in the UK and publisher of multimedia brands including Wallpaper, Marie Claire and the NME. In this capacity he ran award-winning strategy, planning and consumer insight functions and was at the centre of defining and implementing the digital strategy for one of the largest media owners in the UK.

    Neil is an associate of The Futures Agency, a collaboration of some of the world's leading media thinkers and futurists, and for people who like shiny things, has won more industry awards than just about anyone in UK media, with five awards to his name including a Campaign Award, two Media Week Awards and an Association of Online Publishers award.

    Michelle Goodall

    Michelle Goodall specialises in digital transformation, communications, content, community and social media strategies.

    Formerly Head of Digital at Lexis Public Relations, she has 20 years’ experience developing social media strategies, working on digital transformation projects and developing customer engagement strategies.

    Michelle’s clients, past and present, span many industries and include Dove, Direct Line, Charities Aid Foundation, Econsultancy, BBC, Building Research Establishment, Coca Cola, Domino’s, eBay, Camelot, Penguin Random House, Macmillan, Diageo, Boots, McCarthy & Stone, Agricultural and Horticultural Development Board and Barclaycard.

    She worked with LOCOG, the organising body for London2012, over a 4-year period and was involved in the highly successful social media/communications activity during the Games itself.