Digital Marketing Essentials Training Course

Learn the fundamental concepts of digital marketing in 1 day

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Course date	Location	Price *
3 Oct 2017	Deansgate, Manchester	£395.00 (20% off)	Book Now
13 Oct 2017	St Pancras, London	£460.00 (7% off)	Book Now
30 Nov 2017	Deansgate, Manchester	£395.00 (20% off)	Book Now
1 Dec 2017	St Pancras, London	~~£495.00~~ £460.00 (until 1 Nov)	Book Now
10 Jan 2018	St Pancras, London	~~£495.00~~ £460.00 (until 11 Dec)	Book Now
5 Feb 2018	Deansgate, Manchester	£395.00 (20% off)	Book Now
21 Feb 2018	St Pancras, London	~~£495.00~~ £460.00 (until 22 Jan)	Book Now
21 Mar 2018	St Pancras, London	~~£495.00~~ £460.00 (until 20 Feb)	Book Now
This course can also be delivered on-site at your office

Course length: 1 day (9.00am - 5.30pm) includes breakfast, lunch and refreshments
* All prices exclude VAT

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Overview

Digital Marketing can be a confusing place full of acronyms, jargon and constant change. This intensive one-day course aims to cover the absolute fundamentals of digital marketing from search and mobile, to social and metrics.

You'll check how you much you already know, grasp some stuff you never properly understood before and, no doubt, identify some areas you’ll want to go into more deeply in the future.

It aims to stimulate, inform and inspire. You will finish the day with your head buzzing with new terminology, ideas and strategies.

Course Programme

Introduction: The Digital Marketing landscape

Where are we now? How did we get here? What's changing?
Current trends, challenges and opportunities
Digital Marketing Planning - a strategic approach

Search Engine Marketing (SEO and PPC)

How search engines work
Keyword research analysis and tools
SEO: Link building techniques and how they help your rankings
Pay-Per-Click advertising: the essentials
Optimising your AdWords campaign (keywords, bid strategy, ad copy and creative) for maximum ROI
Improving landing page conversion rates

Social Media Marketing

The ‘Big Four’: Facebook, Twitter, LinkedIn, YouTube
How Instagram and Pinterest fit into the social media landscape
The impact of Mobile Messaging Apps: WhatsApp & Snapchat
Social listening and sentiment analysis
Getting hands-on: Organising Social Media: internal structures/ responsibilities, work-flows
A strategic approach to social media

Email Marketing

An overview of the email marketing today; what is it best for?
The role of ESPs (email service providers)
Segmenting your database: eCRM
Increasing your open and click-through rates
Email design & development do's and don'ts
Mobile: the saviour of email marketing?

Usability and UX

Copy and Design: creating information architecture that delivers
Desktop and mobile: delivering the best user experience
Making your website GREAT™
The importance of User Testing

Web Analytics and Metrics

Launching your website is just the beginning
On-site analytics : the main platforms (Google Analytics, Adobe Analytics, Web Trends & IBM Analytics)
The analytics dashboard
Conversion funnels and conversion rate optimisation (CRO)
What to test and how to test
An iterative approach to optimization

Marketing in a Mobile World

The mobile landscape and its huge growth
"There's an app for that" (and everything else)
HTML5, responsive design and the mobile web
Location-based services, augmented reality & wearables

Online Display Advertising

The online/mobile display ecosystem: media agencies, publishers and ad networks
Creative considerations: interruptive or permission-based?
Programmatic advertising: the future of online/mobile display?

Digital and the Law

Being legal, decent, honest & truthful!
Data and cookie legislation
Keeping it legal: when to seek professional help

What's New? What's Next?

A look ahead to the (near) future in Digital Marketing

Benefits

Following this training course you will have a better understanding of:

Essential digital marketing jargon, the key channels and the underlying principles
How to put together a digital marketing strategy
How to set KPIs for your online marketing activity
Integrated Search Marketing strategies
Social Media marketing in a business context
How to effectively plan your email marketing campaigns
Online display advertising networks and banner formats
Mobile apps, mobile web and location-based services
Analytics: what to measure and how to manage

All attendees receive an attendance certificate, a digital copy of the course material and four weeks post course support online.

Audience

This entry-level course attracts attendees looking to develop a broad understanding of the dynamic world of digital marketing. Typical attendees have little or no prior knowledge of digital marketing.

Trainer

This training course will be led by Mike Berry. Mike is a strategic digital marketing trainer, consultant, author and blogger. He is also a Visiting Professor of Marketing Strategy at Hult International Business School in London.

Mike has worked with an impressive array of blue chip brands and agencies, and regularly delivers workshops and keynote presentations both in the UK and abroad.

Testimonials

Great intro into digital marketing, very fast paced so be prepared to learn, learn and learn!

Camila Panizzi Luz, Business Development Specialist
LogicMonitor

I found this course to be an excellent refresher course and in fact I realized that I knew more than I thought I did! It also gave me some pointers towards other specific areas where I could develop my skills in the future. Thanks.

Claire Huby, Marketing & Communications Manager
Christchurch Group

A broad course which covers lots of marketing aspects which in-turn leads you to investigate key areas in more detail later.

George Hart, Graphic Designer
Country & Stable

Thought-provoking, insightful and really practical!

Alan Howard, Marketing Manager
The IET

A great course providing an overview of the whole digital arena. Highly interactive and informative.

Lydia Malley, Engagement Officer
Energy Institute

The course was a fast-paced tour of the huge and constantly evolving area of digital marketing. Led by an experienced and engaging marketeer, it was a good overview with lots of up-to-date material provided to build from.

Lauren Nightingale, Arworker
British Red Cross

This course was a great introduction to digital marketing - the lecturer was great and the course material was very thorough. It certainly whet the appetite to do more courses in the near future.

Fay Jennings, Brand & PR Director
Netjets

This course is for someone who would like to brush up on their knowledge of digital marketing as well as online marketing newbies. You get a lot of great tips and reconsider some of the things you are currently doing. All in all a great course to take.

Aleksandra Stuip, Online Marketing Adviser
Erasmus School of Economics

Very good course, and very well presented. Relaxed environment, friendly and knowledgeable presenter. I learned a lot!

Kevin Alexander, Production Manager
White Clarke Creative

A fast-paced, informative day packed with key digital marketing topics. A fantastic overview for someone with little to no digital marketing experience, and a great gap-filler and refresher for those already in the industry.

Tamsin Stuczynska, Marketing and Communications Executive
British Vehicle Rental and Leasing Association

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