Course description
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.
You will learn to:
- Understand consumer behaviour and their expectations of brands online
- Develop relevant, engaging and action-orientated digital campaigns
- Assess different digital channel options to select the best ones for your target audience
- Create online customer experiences that stand-out from your competitors
- Understand analytics to monitor and improve campaign performance
Upcoming start dates
Training Course Content
Use key tools to understand consumers and plan activity
- Explore customer journey planning to predict customer behaviour
- Develop online personas to increase the relevance of marketing activity
- Plan omnichannel campaigns that drive greater engagement and conversions
Put user experience at the heart of digital strategy
- Explore user personas and goals
- The importance of useful content and navigation
- User testing wireframes and sites
Optimise performance on mobile phones
- Mobile search and the multichannel journey
- Responsive design and content
- Making use of smartphones, interaction tools and downloads
- Generating localised and behavioural sales opportunities
Exploit the power of search to reach your audience
- Understand the role keywords play in defining your audience
- Use keywords to develop content for different audiences
- Build links that drive the right kind of traffic
Set up pay-per-click to drive traffic to your site
- Build targeted keyword strategies using Google's basic planning tools
- Set up campaigns to deliver success through the customer journey
- Measure the effectiveness of your campaigns
- Work within specific budgets
Use social channels to build customer engagement
- Understand your audiences' social channel preferences
- Create content that attracts the attention of your audiences
- Use social channels to build relationships and trust
- Turn social relationships into sales opportunities
Awareness and preference through display advertising
- Assess the best way to use paid advertising systems
- Evaluate the creative options in format and content
- Use analytics to optimise your campaigns
Work with affiliates to open up new sales opportunities
- Evaluate potential affiliate partners
- Understand how performance marketing fits with other channels
Use email to strengthen customer relationships
- Optimise email opt-ins
- Build a segmentation, timing and content strategy
- The importance of design and delivery methods
- The importance of testing and optimisation
- The role of automation
Evaluate the performance of digital campaigns
- First steps in analytics
- Using analytics to optimise campaigns
- Test and learn strategies
Why choose Data and Marketing Association
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
Member | £360 + VAT
Non-member | £450 + VAT
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Data and Marketing Association
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...