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Training: Digital Marketing Strategy - London

Training: Digital Marketing Strategy - London

How to plan, create and deliver a digital marketing strategy that gets the very best, both short term and long term, from the digital channels your customers have adopted.

You will learn to:

  • Develop a framework for planning a digital marketing strategy
  • Understand the impact of digital on customer behaviour, targeting and tracking
  • Evaluate existing and emerging channels and tools
  • Build and maintain relationships on and offline
  • Manage a campaign from development to roll out and from tracking to evaluation

Bill MacDonald, Business Director, Karmarama

Bill started his career in Toronto building brands for the likes of UPS and Clarica (Investments & Insurance) at Ammirati Puris in Toronto.

After a six year stint on the Coors Light account at Draft FCB he upped stakes and moved to Qatar where he led integrated teams on the International Bank of Qatar, and later Qatari Diar at DDB.  Realising the future was digital and that technology was shaping the world around him Bill moved to London where he took a role with Iris leading a cross agency team from an embedded position at Philips that delivered a (multi-brand) pan-European product launch.

Years launching websites, brands, and marketing programs for Bacardi, Starbucks and Nokia at Wunderman lead Bill to Karmarama, where he leads an account group delivering digital solutions to a client list that includes British Telecom, British Gas, and Forevermark, among others.

Programme: (1 day course)

The future is now

  • Key trends in digital
  • What is a digital strategy and a digital organisation
  • The role of digital marketing plan in relation to your business strategy
  • Developing a digital culture within your organisation

Planning and developing a digital strategy

  • Frameworks for planning a digital marketing strategy
  • Resources at your disposal to help you plan
  • Situation, market, competitor positioning analysis
  • Setting objectives, KPI’s and feedback to refine the marketing mix
  • Different approaches to testing. Big data and how to cope with it

The consumer and consumer behaviour

  • Understanding your audience, segmentation and targeting
  • Understand the customer journey and customer experience on and offline
  • How digital has changed consumer behaviour, consumer insight, targeting and tacking
  • The impact of digital (inc mobile) on buying behaviour and purchasing habit

Getting notice and being relevant

  • Channel planning and choices. Which channels are right for you?
  • Understanding the scope and roles for content, native, mobile, email, social, search, display and emerging and traditional channels
  • Building and maintaining relationships on and offline
  • Pitfalls to avoid, how to plan for success

Engaging creative

  • Giving brands purpose and developing a strong creative proposition
  • Creative that your prospects and consumers want to spend time with
  • Planning and implementing a campaign from brief to creative development and roll out
  • Tools for evaluation, reporting, tracking and refinement

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