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Qualification: IDM Professional Diploma in Direct and Digital Marketing - London

Enrol on this comprehensive qualification and gain the skills to plan, implement and integrate the online and offline direct marketing campaigns that will help you achieve your professional goals.

Qualification: IDM Professional Diploma in Direct and Digital Marketing - London

You will learn to:

  • Plan, integrate and implement online and offline digital direct marketing campaigns
  • Use advanced techniques to identify key target audiences
  • Brief and evaluate creative work that works
  • Understand the strengths of different digital and offline media, including social and mobile
  • Maximise your campaigns by using measurement tools and analysis techniques

Mike Berry Dip DM, F IDM

Mike is an independent consultant and trainer, who draws on his extensive experience of online and offline marketing to work with a range of clients in B2B, B2C, Public and Charity sectors. He is also Partner at Aprais, a global agency/client relationship management consultancy and Adjunct Professor of Marketing at Hult International Business School.

Mike is the author of 'The New Integrated Direct Marketing', published by Gower, and writes a popular blog on marketing and technology. He is both passionate and knowledgeable about digital marketing and his classical marketing training and integrated background makes him ideally qualified to train marketers in digital skills.

Martin Chillcott F IDM

Martin is acknowledged as an expert in customer retention and has been responsible for the development of successful marketing strategies and customer communications across a range of businesses. He applies a common sense approach and ability to identify powerful customer insights and opportunity for profit.

He has over 20 years’ client-side marketing experience, including director level roles in UK, Europe and Canada/USA with American Express, Thomas Cook, M&G, Air Miles, Time Life, Budget Insurance and Page & Moy.

12 years ago he set up his own consultancy ‘Hotchilly’, successfully working as an independent consultant/planner either working directly with clients or retained to work with clients of leading communications agencies BEC and Together Agency and the Data Practice, Radar.

This programme is the equivalent to a level 6 qualification or to bachelor’s degree level and is made up of 10 modules. You will also be required to complete two individual assignments and sit two exams.

Module 1: What is Direct and Digital Marketing?

Learning objective: Understanding the key reasons why companies use direct and digital marketing, introducing some key principles and models.

  • The key differences and benefits of direct and digital marketing
  • Changing and converging channels to market - online and offline
  • Focusing on the individual
  • The growth of the internet and multichannel communications
  • Targeting prospects and customers by status, potential value and interest
  • Accountability through measurability
  • Increasing customer loyalty and lifetime value
  • The TICC formula
  • Key differences of eCommerce

Module 2: Planning, Forecasting and Measurement

Learning objective: Understanding how companies plan and evaluate direct and digital marketing effectively.

  • How to develop strategies and direct and digital communication plans
  • What to measure to evaluate your online and offline campaigns
  • Key performance indicators on and offline and how to calculate them
  • Calculating how much to spend on acquiring a new customer
  • Customer Lifetime Value and how to calculate it
  • Using results to optimise your campaign

Module 3: Gaining Customer Insight and Personalisation

Learning objective: Data drives direct and digital marketing. The outcome of this module is to appreciate how data is collected, stored and managed by marketers to enhance their understanding of, and communications with customers and prospects.

  • How data can help you understand customers and prospects on and offline
  • Name and address processing, data enhancement and screening
  • Deduplication and its issues
  • Database functions and requirements
  • Creating a single customer view
  • Why B2B is different to B2C – corporate to sole traders
  • Profiling and geodemographic profiling systems
  • Primary sources of profiling data
  • The principles of segmentation
  • Propensity modelling and trigger communications

Module 4: Offline Acquisition and Integrated Marketing Communications

Learning objective: Understanding the process of using direct marketing to acquire new customers.

  • The stages in planning an acquisition campaign
  • Identifying your target audience and their buying process
  • Roles of different media
  • The advantages and disadvantages of the major offline media, including: direct response and interactive TV; press and magazines; direct mail; radio and door-drops
  • Buying media – how costs compare
  • How channels fit together
  • What is media and channel-neutral planning
  • How to get the most out of your campaign budget
  • Combining media in multimedia campaigns for maximum effect
  • Difference between brand advertising and direct response planning and buying

Module 5: Understanding Digital Media

Learning objective: Understanding how digital marketing is different and appreciating the range of digital tools available to marketers.

  • The digital landscape and the differences between online and offline
  • Different customer expectations
  • Generating traffic to your website
  • Search engine optimisation (SEO)
  • Search and PPC advertising (SEM)
  • Affiliate marketing and how to use it
  • Viral and advertising
  • Social media marketing, user generated content and online PR
  • Email marketing
  • Mobile and SMS communications
  • Measuring success – what to measure

Module 6: Customer Engagement, Activation and Retention

Learning objective: Understand the technologies and usercentred design processes needed for successful websites.

  • From transactions to relationships
  • Building customer value through up-selling and cross-selling
  • Enhancing the customer journey - online and offline
  • Customer Relationship Management (CRM) - what it is, and making it work
  • Degrees and types of loyalty and bonding
  • Why do customers defect?
  • The roles and differences between sales promotion, loyalty programmes and relationship marketing
  • The importance of staff, training and integration
  • The stages in planning a customer campaign
  • Nine ways to analyse customers’ value
  • Managing contact centres and the role of telemarketing

Module 7: Creative Strategy and On- and Offline Implementation

Learning objective: Developing and implementing a successful creative strategy on and offline.

  • Differences between general advertising and direct and digital creativity
  • How and why people respond
  • What is a direct marketing proposition and how to develop a strong proposition?
  • Creating a great creative brief
  • How to evaluate creative work – AIDCA in action
  • The strategy behind direct headlines and copy
  • The function and nature of offers
  • Difference between on and offline creative
  • Creating and organising integrated, multi-channel campaigns
  • Creating the ‘organising’ idea

Module 8: Testing and Research

Learning objective: Understanding how to plan a testing campaign.

  • Testing - what to test
  • Building test matrices
  • Testing in offline and online media
  • Understanding the statistical principles to create a valid test
  • Representative samples
  • Level of Confidence and Limit of Error
  • The roles for market research in direct and digital marketing

Module 9: Privacy

Learning objective: Understanding the implications and principles of privacy laws.

  • The increasing concern about privacy and data protection
  • The Code of Advertising Practice
  • The principles and implications of the Data Protection Act and EU Directives
  • Cookie Law
  • Preference services - telephone and mail preference services

Module 10: Campaign Planning and Implementation

Learning objective: How to choose and brief suppliers, and plan the campaign development timing.

  • Planning and managing the process from start to finish
  • Choosing and briefing suppliers
  • Planning campaign development timing
  • Coordinating suppliers

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