Course description
Digital Marketing: Essentials
Get a best in class, results-focused grounding in all the essential digital marketing skills, from identifying the right digital channel to evaluating campaign performance
Suitability - Who should attend?
Digital Marketing: Essentials is designed for those delegates with little or no experience in digital marketing.
Once you enrol onto ‘Digital Marketing: the Essentials’ course you will receive the ‘DMA Social Media Guide’
The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
Outcome / Qualification etc.
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
Training Course Content
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
Course delivery details
Virtual Classroom: Tutor-led, live, online classroom environments
The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.
The IDM’s Virtual Classroom offers:
- An interactive classroom environment
- Peer-to-peer collaboration
- An engaging platform experience
- Practical learning through hands-on exercises
- Online access anywhere you can get an internet connection
Courses are structured in a time-friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.
Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.
Why choose Institute of Data & Marketing
Over 30 years experience as a leading awarding body for qualifications in data & digital marketing
Over 100,000 people have attended our courses
Over 15,000 marketers have earned a professional certification with us
Expenses
Members: £400 + VAT
Non-members: £450 + VAT
About provider
Institute of Data and Marketing
IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...
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Contact info
Institute of Data & Marketing
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