Training: Fast Track Digital Marketing - London Training

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Event name	Fast Track Digital Marketing - London Training
Event Type	E-consultancy Training
Date(s)	09:30 21 April 2009 - 16:30 22 April 2009 Course is run over two full days
Status	12 places left
Cost	£870 + VAT E-consultancy subscribers receive a 10% discount (£775 + VAT)
How to book	Book now for this event »
Description	WHO IS THE COURSE FOR? The course is specifically aimed at marketers with existing experience of offline channels but little or no exposure to online marketing channels. You will be comfortable with the basic principles behind good marketing communications and are likely to have had 2+ years’ practical experience. HOW WILL I BENEFIT? After attending this course, you will be able to understand: • Key differences between offline and online • Which online channels are key in terms of customer acquisition, conversion and retention • Success factors for different e-communications techniques • How online can fit into a multichannel approach and the influence of other key factors such as the design and creative process • Ways to improve results delivered by digital marketing for the same budget WHAT WILL I LEARN? This practical course will help you understand why online is so important, and how you can use the major channels to improve your customer communications. It will also demonstrate best practice methodology for the major channels such as email, search and advertising - using case studies to show the values that can be achieved through proper execution. The course is broken down into manageable modules most of which include either exercises or case studies for the delegates to work through. The course will also cover: Terminology and look at the future of the sector and what we might expect next. Setting the Scene • What do we mean by Digital Marketing? • Why integration is 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 it is different in digital marketing • A few legal considerations Gathering data • Why 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 to make sure things are working • What's new - on-demand video, mashups, 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 you can track and how you can use it Testing in Digital Marketing • Why online is a testing paradise • How do you test? • What can you test? Creative Considerations • What can disrupt the user experience - browsers, firewalls and slow connections • How is writing for the web different to offline? • Costs, skills and time-scales - how to manage the creative process • Tone 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 optimisation • 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 it’s hard to get right • On-line 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. WHO IS THE WORKSHOP LEADER? Andrew Gordon; I have been working in the online industry since 1997. I helped launch www.jobs.ac.uk whilst studying at The University of Warwick Business School. With a background in sales and marketing and qualifications in psychology and business, I am fascinated by all things Web. I often entertain my friends and family with my exciting predictions on the future of the Internet. Since 1997 I have built up an extensive experience and understating of: website usability search engine optimisation web analytics online PR online copywriting blogging and Internet Marketing I have worked on just about every type of website project from the smallest sites for one-man consultancies to large-scale ecommerce platforms and just about everything in between.
Location	BSG, 226 -236 City Road, London, EC1V 2TT View Map Nearest Tube: Old Street (Northern Line) Exit 8 - 200 yards past Moorfields Eye Hospital Bus Routes: 43, 205, 214
Contact Details	training@e-consultancy.com, 0207 681 4122