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Training: Digital Marketing Regulation and Best Practice - London

Training: Digital Marketing Regulation and Best Practice - London

Know the law when it comes to digital marketing, and make confident decisions that underpin your search, social, PR, email and content campaigns and, ultimately, your business’ reputation.

You will learn to:

  • Understand the length and breadth of the digital landscape
  • Interpret the various laws and what they mean for marketers and consumers
  • Comprehend the ethical and legal implications of various channels and techniques
  • Make the right decisions about data collection
  • Write permission statements and policies

Aiden Carroll F IDM

Aiden Carroll started out his career intending to be called to the Bar, but fell in love with media along the way.

From early forays into public relations and television, Aiden became an award-winning brand strategist. He believes that brands live and die on their presence and has convinced some very recognisable clients and agencies that this is the case, including Google, Barclays, WPP and Hilary Clinton.

Aiden’s fruitful and periodically globe-trotting career has seen him work with numerous brands in shaping and delivering their digital and advertising strategies.

His work appears in multiple publications from The Independent to The San Francisco Chronicle and he talks and trains constantly, mainly in London & Hong Kong, making a habit of saying yes to interesting opportunities.

Programme: (1 day course)

The digital marketing landscape

  • Digital impact on consumer behaviour
  • Customer decision making

Introduction and background to legislation

  • Overview of The Data Protection Act 1998
  • The Privacy and Electronic Communications Regulations - soft opt-in rules explained
  • Enforcement and penalties from the Information Commissioner

Permission

  • Examples of the use of opt-outs, opt-ins, soft opt-ins and double opt-in
  • Maximising permissions
  • What permission statements need to include, and how to write them

Compliance

  • CAP, the ASA and rules on financial services, investments and products
  • Risk management and prevention
  • Defamation on digital channels

Legalities of organic search (SEO)

  • How organic search works
  • Database of intentions
  • SEO and on-page content
  • Web friendly content
  • Preventing permission erosion
  • Re-permissioning data
  • What privacy statements and cookie policies should cover
  • Accessibility online and on digital devices

Legalities of paid search (PPC)

  • What is search engine marketing
  • How ads work
  • AdWords best practice
  • Data and privacy

Social media

  • The channels and landscape
  • Social media strategy
  • Social monitoring
  • Social management
  • The implications for customer service
  • Indirect data collection and data acquired from social networks

Digital PR

  • A shift from traditional PR
  • The channels involved
  • Examples of the good and the bad
  • Reputation management

Content marketing

  • What is content and how does it work?
  • The relationship between content and channels
  • Copyright and usage of media – derivative works, exceptions and fair use

The legal and regulatory implications of digital

  • Round up discussion and future issues
  • Ethical approaches

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