Digital Marketing

Overview

This course is for anyone who wants to understand the key elements of building effective digital marketing campaigns and strategies. Covering best practice and using case studies throughout, the session offers a practical guide to the core techniques in digital marketing. Online tools and reference materials are highlighted throughout, enabling delegates to leave with solid hands-on knowledge that they can implement immediately upon return to the office.

Benefits to you and your organisation

You will be able to produce better results through the quick wins and techniques you learn on the course. You will also be able to question, discuss and control internal or external specialists completing the work.

Costly mistakes and inefficiencies will be reduced through following best practice approaches across the different aspects of digital media. A more coherent, customer-centric planned approach to digital marketing will be developed focusing on priorities which will give the best returns.

Who this course is for

This is a practical course for anyone involved with the hands-on management of digital channels, or the over-arching digital strategy. You may be working in a client side or agency side role, either as a digital marketing specialist or a marketer.

What you will learn

• Create and/or improve a programme for measuring and improving digital media effectiveness and ROI.
• Audit current approaches and identify areas for improving performance.
• Search engine optimisation (SEO).
• Pay Per Click marketing including Google AdWords.
• Social media including Facebook, Twitter, blogging,etc.
• Partner marketing including affiliate marketing and link-building.
• Online advertising including ad networks and behavioural targeting.
• E-mail marketing including deliverability.
• Site structure, usability and template designs.
• Site content and copy.
• Digital marketing strategy.
• Analytics and data.

Course content

• Digital marketing in perspective
• Search engine marketing:SEO.PPC.
• E-mail marketing.
• Affiliate marketing.
• Social media, online PR and reputation management.
• Online advertising.
• Mobile.
• Usability.
• Analytics.
• Digital marketing next steps and creating a strategy.

Learning approach

Covering best practice and using case studies and practical examples throughout, the course offers a practical guide to the core techniques in digital marketing. Online tools and reference materials are highlighted throughout so that the material covered can be implemented immediately.