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Training: Digital Marketing Essentials - London

Training: Digital Marketing Essentials - London

Get a best in class, results-focused grounding in all the essential digital marketing skills, from identifying the right channel, to evaluating campaign performance.

You will learn to:

  • Optimise websites for search engines and deliver more traffic via Pay per Click
  • Increase engagement through social and create incremental sales with affiliate programmes
  • Put mobile to work for you across all aspects of the customer journey
  • Build lasting relationships through email and user-centric customer experiences
  • Understand analytics to monitor and improve campaign performance 

Mike O’Brien F IDM

Mike O’Brien is one of the busiest practitioners in marketing. He is the CEO of Jam Partnership, a digital strategy, innovation and training consultancy. He is the CIO of OSKAV, the leading brand of designer 3D eyewear. He is also CVO of CYBORGg, a group of digital companies dedicated to the development of marketing automation across all communications channels. Mike has worked in the brand, direct and digital sectors for close to 40 years. He has contributed to books on digital marketing by Dave Chaffey and PR Smith. He is a keynote speaker at conferences on a wide range of marketing and business development subjects. He runs a popular digital marketing blog, is a Tutor on IDM courses and proud to be a Fellow of the IDM. 

Programme: (1 day course)

Exploiting the power of search to reach your audience

  • Understanding the role keywords play in defining your audience
  • Working with keywords to optimise the different layers of your site
  • Using keywords to develop content for different audiences
  • Finding the right keywords to work with
  • Building links that drive the right kind of traffic

Setting up Pay Per Click to drive traffic to your site

  • Building targeted keyword strategies
  • Working with Google’s basic planning tools
  • Setting up campaigns to deliver impressions and click-throughs
  • Measuring the effect of your campaigns
  • Working with budgets
  • Optimising campaigns with local and regional targeting
  • The importance of related landing pages

Using social channels to build customer engagement

  • Understanding your audiences’ social channel preferences
  • The importance of tuning into conversations
  • Preparing content that attracts the attention of your audiences
  • Using social channels to build relationships and build trust
  • Turning social relationships into sales opportunities

Going mobile in the digital marketplace

  • Mobile search and the multichannel journey
  • Responsive design and content
  • Making use of smartphones, interaction tools and downloads
  • Social interaction and Near Field Communication
  • Generating localised and behavioural sales opportunities
  • The critical difference between mobile sites and apps

Awareness and preference through display advertising

  • Assessing different targeting methods
  • Developing your scheduling options
  • Evaluating the creative options in format and content
  • Using analytics to optimise your campaigns

Working with affiliates to open up new sales opportunities

  • Understanding the role intermediaries play in the marketing mix
  • Evaluating potential affiliate partners
  • Getting to grips with fees and commission structures
  • Developing the right kind of content and relationship
  • Ensuring sales are incremental and not detrimental to business

Using email to build and service customer relationships

  • Understanding the value of email addresses and the moment of capture
  • Building a segmentation, timing and content strategy
  • The importance of design and delivery methods
  • The elements that must be measured
  • The importance of testing and optimisation
  • Evaluating and optimising email campaigns
  • The role of automation

Putting user experience at the heart of digital strategy

  • Exploring user personas and goals
  • The importance of useful content and navigation
  • User testing wireframes and sites
  • Serving the 5 modes of customer engagement

Evaluating the performance of digital campaigns

  • First steps in analytics
  • The eight essential measurements across all channels
  • Using analytics to optimise our campaigns

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