Integrated Digital Marketing

Overview

Research shows that increasingly more customers are using multiple channels to interface with brands, and that they are more profitable than single channel customers. This workshop will help you design and deliver an integrated, multi-channel marketing approach. Whilst the emphasis is on digital marketing, this has to be dove-tailed with traditional tools and techniques with a view to achieving synergy and ultimately a better experience for both actual and potential customers.

Benefits to you and your organisation

You will learn how to design and implement an integrated, multi-channel marketing plan, combining traditional and digital tools and techniques to achieve synergy, with appropriate multi-channel metrics to assess performance.

Better integration and optimisation should lead to a stronger brand proposition, increased brand engagement and interaction and, of course, a better return on marketing investment.

Who this course is for

This workshop is for marketers looking to provide customers with a better, consistent and branded experience, whichever channel they choose to utilise.
This workshop would suit all marketers who want to integrate their digital and traditional marketing activities.

What you will learn

• Create an integrated, multi-channel marketing plan.
• Research customer expectations and map the customer journey.
• Use segmentation to develop alternative propositions.
• Utilise appropriate integrated tools and techniques.
• Exploit people power (opinion leaders; social networks).
• Combine tools known to work synergistically.
• Avoid common integration mistakes.
• Exploit Web 2.0, and in particular social media marketing tools.
• Determine budget spend (online versus offline).
• Test various propositions.
• Use appropriate metrics to assess level of integration, customer utilisation and satisfaction.

Course content

• Back to basics – channels, communications, digital, experiential marketing, media.
• Integrated Marketing/Integrated Marketing Communications defined.
• The key challenges of a rapidly changing and interconnected environment.
• Best and worst practice 'integration' – case studies and our personal experience.
• Customer Relationship Management and Customer Managed Relationships
  Marketing 2.0.
• Key channels, touch points and media.
• Channel/cross channel utilisation – the statistics.
• The customer journey and customer expectations.
• Potential integrated marketing models you might use.
• Integrated marketing planning, strategy and tactics.
• Cross media optimisation.
• Implementation, evaluation and control.

Learning approach

A mixture of slides, discussions, exercises and lots of relevant case studies. The emphasis is on practical application with reference to best practice and award winning campaigns.