The digital world has evolved at a phenomenal rate. What was once a channel for information is now a blend of experiences and opportunities, including communication, entertainment and retail.
With such a fast pace of change it can be difficult to create strategy for our brands rather than just “react” to circumstances.
This is a course for senior marketers to assist them in learning how to assess the key components of a digital marketing strategy. We’ll look at consumers, channels, data, and suppliers to help you develop an effective strategy for delivering your digital business objectives.
Course Programme
Digital marketing channels
• What are they and what do they do?
• The pros and cons?
• How do I assess their role for my business?
• How do they fit with offline channels?
• The importance of context in planning
How to research and analyse digital audiences
• What resources are available?
• Do you really think you know your customer?
• How does consumer behaviour differ online?
• What can I do with the consumer data generated outside of my business?
Managing integration
• How will my digital strategy impact on the rest of the business?
• How can I ensure my digital strategy fits with my offline activity?
• How can I integrate data and use it to influence the business?
• How can I develop the right internal structures & processes to make this happen
The destination
• Website, microsite or shop?
• Making your destination fit for purpose
• Usability vs. Profitability
• What lessons can we learn from the High Street?
• 5 things to consider when building a commercially focused website
Bringing it all together
• Defining Objectives
• Strategy vs Implementation
• Thinking about communication
• Channel Planning
• The destination
• Measuring success and understanding what it looks like
How to select and manage your agency suppliers
• What sort of agency do I need?
• How do I know if they are reputable?
• How do I source the right one?
• Remuneration – what to consider
• Writing a brief
• Tips/tools to ensure the relationship is productive
Benefits
You will come away from this training course with:
• The key components of a successful digital strategy
• The ability to assess digital channels and understand their strategic role in delivering objectives
• An understanding of how to research and analyse digital audiences
• Confidence to ensure online data is used strategically for your business
• Knowledge of how to manage the integration of your digital strategy across your organisation
• How to ensure your digital strategy fits with and can ultimately influence your offline strategy
• How to select and manage your agency suppliers
• How to measure success and what it looks like
Audience
This is a course designed for anyone working in a senior marketing role. The course attracts a range of companies from SME’s and agencies to non-profts and large corporates.