Digital Marketing Masterclass

Overview

Centred around case studies, effective tools and first-hand experience of digital marketing techniques that work, this course will empower and inspire delegates to rethink their organisation's digital marketing. Drawing on macro-trends, systematic processes, behavioural economics and an analysis of the evolving digital landscape, you will be able to identify, prioritise, plan and manage digital marketing initiatives that will significantly improve user experiences and encourage loyalty.

Benefits to you and your organisation

This course will demystify the social web and reveal the intangible 'magic' that makes the difference between an online brand and an online superbrand. Delegates on this course are leading the curve or ready to catch up aggressively. It will be the catalyst for significant improvements and present a new mindset, both crucial for winning in the highly competitive market place.

This course will demonstrate how joined up marketing narratives can be constructed and astonishing levels of customer loyalty achieved. By showing how tactical campaigns can be used as test beds for strategic planning, organisations will gain insights on how to optimise budgets and gain maximum ROI.

Who this course is for

Ambitious marketers, notably marketing directors and senior managers who have a good understanding of the business benefits of digital marketing, but feel frustrated by the lack of established processes and standards for managing the process. The course offers a great networking opportunity to meet and learn from other players in the industry.

What you will learn

• Understand how the digital landscape is evolving.
• Understand the fundamentals of digital marketing.
• Understand behavioural economics and how it can be applied to the web.
• Understand online branding and how it is relevant.
• Recognise the power of branded content programmes.
• Use online advertising techniques.
• Create, migrate and manage online audiences.
• Know how to brief and manage agencies.

Course content

• The digital landscape.
• Digital fundamentals.
• The social web.
• Online advertising.
• Introduction to search.
• Online branding.
• Content and conversations.

Learning approach

A fun and collaborative, case study driven digital marketing deep dive.

Your course director

Jim Boulton is a partner at post-advertising agency, Story Worldwide, where he consults on all aspects of digital communication for clients including Agent Provocateur, Duchy Originals, Johnson & Johnson, Lexus and Estée Lauder.

Jim also curates the Google sponsored event ‘Digital Archaeology’, an exhibition that celebrates the golden age of the website and is a central part of Internet Week on both sides of the Atlantic.