Running Effective Digital Campaigns

Overview

This two day course will enable you to explore how to create online integrated marketing campaigns by learning success factors for different online campaign tools and channels. You will also learn when to deploy each channel and how they fit into a customer or prospect relationship marketing plan.

Benefits to you and your organisation

You will be able to review the strengths and weaknesses of each digital media channel and select the most appropriate for your organisation. You will be able to confidently produce an e-marketing plan for your organisation and ask the tough questions of agencies when they are pitching for your budget. Your organisation will be able to develop a planned, measured approach to online marketing, with more effective targeting and media spend, improved campaign optimisation, better online-offline integration and increased campaign return on investment (ROI).

Who this course is for

This is an in-depth,  practical course for members of the marketing team who 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.

What you will learn

• How to segment audiences and treat them differently, according to their behaviours and needs.
• How to use customer insight to ensure you develop appropriate propositions and content.
• Exploit the unique communications characteristics of digital media.
• Integrate digital elements into a marketing campaign plan.
• Review the current use of digital media channels such as paid and natural search, advertising, social media and email marketing.
• Decide when to use each digital channel.
• Select and integrate media: Choose the best sequence and mix of online and offline tools; buying cost-effective online media.
• Evaluate and improve online marketing effectiveness: using web analytics and free digital tools.

Course content

E-marketing campaign planning:

• Setting objectives and tracking.
• Measuring financials, impact on brand and customer engagement.
• Customer segmentation and targeting.
• Customer insight development.
• Offer and message development.
• Relationship marketing framework to help you to select your best online media mix.
• Integration into overall media plan.

Review of key digital media channels: when and how to use each one:

• Search Engine Optimisation (SEO).
• Pay Per Click search marketing.
• Online advertising.
• Online PR, influencing the influencers.
• Blogs.
• Social media – twitter, Facebook, LinkedIn,
• YouTube.
• Email and mobile marketing.
• Viral marketing.
  

Learning approach

• Highly participative.
• Sharing best practices.
• Day is divided into learning modules.
• Each module follows show, discuss, exercise format.

Your course director

See one of our digital course directors in action - watch our 2 min video on how to build customer engagement using digital marketing.

 Building Customer Engagement using Digital Marketing