Digital Strategy Training Course
Supercharge your digital marketing strategy
| Course date | Location | Price * | |
|---|---|---|---|
| Covent Garden, London |
|
Book Now | |
| Covent Garden, London |
|
Book Now |
Course length: 1 day (9.30am - 5.00pm) includes breakfast, lunch and refreshments
* All prices exclude VAT
Quick Links:
The digital world has evolved at a phenomenal rate. What was once a channel for information is now a blend of experiences and opportunities, including communication, entertainment and retail.
With such a fast pace of change it can be difficult to create strategy for our brands rather than just "react" to circumstances.
This is a must course for senior marketers to assist them in learning how to assess the key components of a digital marketing strategy. We’ll look at consumers, channels, data, and suppliers to help you develop an effective strategy for delivering your digital business objectives.
Course Programme
Digital marketing channels
- What are the channels and what do they do?
- Understanding their strengths and weaknesses
- Assess the role each channnel can play in meeting business objectives
- Learn how digital fits with offline channels
- Discover why context is so important in planning
Websites, Microsites and E-comms
- Find out how to make your website fit for purpose
- Manage the balance between Usability and Profitability
- 5 lessons can we learn from the High Street
- 5 things to consider when building a commercially focused website
- 5 tips for effective e-comms
- Learn the basic principles of E-commerce
The growing importance of social
- What is social media? What are its characteristics? And who uses it?
- Discover best practice: 7 do's of successful social media campaigns
- Who should manage social marketing and where should it sit in your organisation?
- Understand how to measure social marketing effectively
- The 3 principals of social media management
Audience data and its strategic imperative
- Discover what resources are available to gather data
- Learn what that data can tell us about your business or your brand
- Understand how to apply data for positive strategic change
- Measuring success – Learn about the pitfalls and the opportunities
- Hear about the latest privacy and governance issues on data management
Planning and Integration
- Learn how consumer behavior impacts upon channel suitability
- 4 methods of strategic channel assessment
- Discover how to fit online and offline channels together
- Learn the importance of managing channels impact upon one another.
- Understand the principle arguments for and against integration.
- New perspectives on how to develop the right internal structures and processes to make this happen
Bringing it all together
- Learn how to develop SMART Objectives
- Understand the difference between Strategy and Implementation
- Learn how to write a proper strategy
- Learn the importance of using consumer language in your communications
- Discover how audience segmentation and mapping the customer buying cycle can improve effectiveness
- Develop your own blueprint for strategic digital marketing management
How to select and manage your agency suppliers
- Learn about the different types of marketing services suppliers
- Learn how to assess their reputation and work
- Discover the 6 different places to source them from
- Understand how to write effective briefs
- 5 Tips/tools to ensure the relationship is productive
Benefits
You will come away from this training course with:
- The key components of a successful digital strategy
- The ability to assess digital channels and understand their strategic role in delivering objectives
- An understanding of how to research and analyse digital audiences
- Confidence to ensure online data is used strategically for your business
- Knowledge of how to manage the integration of your digital strategy across your organisation
- How to ensure your digital strategy fits with and can ultimately influence your offline strategy
- How to select and manage your agency suppliers
- How to measure success and what it looks like
Audience
This is a course designed for clients, agencies, SME's and professional marketers working in the UK. It is particularly suitable for experienced marketers or agency practitioners who may have a basic knowledge of digital but are looking to broaden their perspective. Their role is likely to include the need to assess digital alongside other channels or to assess digital as a fundamental business platform.
Trainer
The digital strategy course is led by Alex Marks who has over 15 years experience working as a digital marketer and strategist. He has worked internationally for eBay, helping develop their advertising business, and at Microsoft where he was responsible for the UK marketing of their advertising division. Prior to this, Alex worked at digital media agency i-level, where he was Marketing and New Business Director.
See more details on Alex Marks »
Testimonials
An excellent day workshop on Digital Strategy. A clear and thorough presentation looking at today's digital media, showing how it can fit in with old school marketing. It has helped me make informed digital media decisions for my business.
James Finlay, Owner
James Finlay Photography
