Professional Development

Price includes refreshments, lunch and course materials.

Level: Foundation

Key issues:

Digital media present many new options for communicating with prospects and customers online including the natural and paid listings of the search engines, on social networks and blogs, on partner and media own sites and on your own site. Successful online marketing requires selection of the most appropriate communications tools for each company and a knowledge of the success factors which makes each effective. Digital media are dynamic, the fastest changing area of marketing today, so require an up-to-date knowledge of the most effective approaches.

The purpose of this course:

This one day intensive course will show you how to create online elements of successful integrated marketing campaigns by learning success factors for different online campaign tools such as online advertising, online public relations, email and viral marketing. We will also review opportunities for deploying digital marketing tools on a continuous basis including search engine optimisation, paid search marketing, affiliate marketing and related website landing pages.

Who this course is for:

This is an in-depth practical course for members of the marketing team who are or will be actively involved in devising and managing online marketing campaigns either through an agency, colleagues or ‘hands-on’. If you are mainly interested in improving your results from email marketing and e-newsletters we recommend course 0766 - Email Marketing.

Benefits for your organisation:

Your organisation will be able to develop a planned, measured approach to online marketing, with more effective media spend, improved campaign optimisation, better online-offline integration and increased campaign return on investment (ROI).

Benefits for you as an individual:

You will be able to review the strengths and weaknesses of the alternative digital media channels and select the most appropriate for your organisation. You will be able to confidently produce an e-marketing plan for your organisation. Ask the ‘tough questions’ of agencies when they’re pitching for your budget. You will be able to evaluate and improve your mix of e-marketing tools and ensure they are used to best effect.

You will learn how to:

• Exploit the unique communications characteristics of digital media
• Plan campaigns: Creating annual and specific plans for e-marketing campaigns
• Review the current use of digital media channels such as paid and natural search, affiliates, advertising and email marketing to identify ‘quick wins’ to improve their effectiveness.
• Select and integrate media: Choose the best sequence and mix of online and offline tools. Buying cost-effective online media
• Succeed with our ‘tips for campaign success’: ‘Rules of thumb’ for devising offers, targeting and creative that will work for your company online
• Evaluate and improve online marketing effectiveness: Using web analytics and spreadsheet-based metrics to compare campaigns

Course content:

Activity - exploiting the unique characteristics of digital media

• Review of key digital media channels:
• Search Engine Optimisation (SEO)
• Pay Per Click search marketing
• Online PR, blogs, feeds and social networks
• Affiliate and partner marketing
• Online advertising
• Email marketing
• Viral marketing

E-marketing campaign planning

• Setting objectives and tracking
• Customer insight and targeting
• Offer and message development
• Selecting your best online media mix
• Integration into overall media plan

Activities using live web access will be included in as part of this workshop for delegates attending in London. 

Pre and post learning support:

Approaches used include pre-workshop questionnaire and follow-up questions or informal post-workshop review of approaches by the course director after delegates have sent through questions by email.

To take away from the course:

• Full slide pack with clear presentation of charts and diagrams
• A book on e-marketing best practice to help you review your approach
• A campaign planning and review spreadsheet

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework