This course will run through the acquisition tools, search, affiliate marketing, and display advertising; retention techniques, email and web personalization; as well as some of the management issues, legal issues, data gathering, and integration with offline activity.

It will also demystify the technical jargon commonly used in digital marketing: RSS feeds, mash-ups, tag clouds, AJAX, social bookmarking, and more. All in a simple, easy to understand way.

 

WORKSHOP OBJECTIVES

•To gain a valuable understanding of the key differences between offline and online marketing and how online can fit into a multichannel approach

•To understand which online channels are key in terms of customer acquisition, conversion, and retention

•To discover the success factors for different e-communications techniques and the influence of other key factors such as the design and creative process

•To discover ways to improve results delivered by digital marketing for the same budget.

 

Key Learning Outcomes

•Understand how to weave together acquisition and retention tools to deliver an efficient digital marketing strategy

•Recognize how to build great websites through content and navigation and optimizing them using analytics

•Evaluate traffic-driving techniques to get more of the right people to your site, profitably

•Recognize how to retain customers, using log-ins and email marketing to stay close and build long-term relationships

•Identify what can disrupt the user experience—browsers, firewalls, and slow connections.

 

WORKSHOP CONTENT

 

Setting the Scene

•What do we mean by Digital Marketing?

•Why is integration important?

•Some key terms and definitions

•Who is online?

•How do they 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 is it different in digital marketing?

•A few legal considerations

 

Gathering Data

•Why do 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 do you make sure things are working?

•What's new—on-demand video, mash-ups, UGC

 

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 can you track and how can you use it?

 

Testing in Digital Marketing

•Why is online 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 do you manage the creative process?

•one 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 optimization

•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 is it hard to get it 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 on-line strategy

Further reading and sites to keep an eye on

 

TARGET AUDIENCE

Marketers with some experience of offline channels but little or no exposure to online marketing channels, and people who need to know how all the pieces of the digital marketing jigsaw fit together, such as business owners and management teams.

 

WORKSHOP DURATION

The workshop is conducted over two consecutive days.