This intensive 2-day training course is a great place to start your digital marketing training. Provides a complete overview of digital marketing, and how to leverage new media and integrate them into your marketing strategy. Can we help? Call the team on 020 7970 4167 or email fasttrack@econsultancy.com.

  • 10 December 2019
    2 days
    London
    • £1,195.00 excl. VAT
    Register5 places remaining
  • 22 January 2020
    2 days
    London
    • Earlybird discount £1,075.50 excl. VAT
    • £1,195.00 excl. VAT
  • 12 February 2020
    2 days
    London
    • Earlybird discount £1,075.50 excl. VAT
    • £1,195.00 excl. VAT
  • 17 March 2020
    2 days
    London
    • Earlybird discount £1,075.50 excl. VAT
    • £1,195.00 excl. VAT
  • 19 May 2020
    2 days
    London
    • Earlybird discount £1,075.50 excl. VAT
    • £1,195.00 excl. VAT
  • 24 June 2020
    2 days
    London
    • Earlybird discount £1,075.50 excl. VAT
    • £1,195.00 excl. VAT

    Want to run this event in-house? Enquire about running this event in-house

    Description

    Our popular Fast Track series of courses provide intensive and practical training to provide marketers with essential knowledge and skills in digital marketing.

    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.

    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: For this course a wi-fi enabled laptop or tablet is highly recommended.

     

    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.

    The Cultural Shift

    • Understanding the New World
    • Setting the Scene
    • Conversation Culture
    • 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
    • Your Content Strategy

    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

    The Analysis  

    • Why does it matter?
    • What can you measure?
    • Who owns analytics?
    • 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

    Andrew Thomas

    Andrew is an experienced commercial marketer with significant digital expertise. As a strategic advisor, business coach and mentor he has worked with companies from start-up to conglomerate, across a number of verticals providing support to achieve high growth.

    Andrew’s marketing experience extends back over twenty five years having joined BMP DDB in London in the late eighties, after completing five years as a captain in the Army. He spent most of career working at the global advertising agency McCann-Erickson in London and Manchester.

    Joining the management team at ECI Ventures backed Bounty Group in 2005, he played a key role in developing the digital offering, culminating in the business sale to the publicly listed Canadian company Kaboose. On leaving Bounty at the end of 2008 Andrew established himself as a digital transformation coach, with the aim of helping individuals and organisations thrive in the digital economy.

    In terms of specific engagements, Andrew has worked as an Associate Coach with Winning Pitch on the Growth Accelerator Programme; Leadership and Management Advisor on HMG’s Growth Voucher Scheme; Growth Expert on the Goldman Sachs 10,000 Small Businesses Programme and digital marketing trainer with Econsultancy and Avado. Based in south Manchester, he continues to work closely at board level with a number of the region’s digital businesses in NED and board advisor capacities.

    Andrew has a Post Graduate Diploma in Executive Coaching and Leadership Mentoring (PG Dip). He is also a qualified Myers Briggs Type Indicator (MBTI®), FIRO-B® and DiSC® practitioner.

    Andrew’s passion is road cycling and he built and sold a “side-desk” cycling business in early 2018. Northern Albion Ltd continues to identify, distribute and sell innovative cycling products to the trade and public alike.

    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.

    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.