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Digital Marketing: Essentials

Institute of Data & Marketing
Course summary
1 day
450 GBP excl. VAT
English
Full time
Professional Training
Next available date: 25/02/2022 - Online courses
Course Dates
Online courses
450 GBP
25/02/2022

London
Enquire for more information

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

DMA House
70 Margaret Street London
W1W 8SS

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www.theidm.com


Reviews

Average rating 5

Based on 4 reviews.

Christian Pratt
A thorough introduction to the essentials. Leaves you wanting more, which is the point. It's fairly hectic, given the quantity of material that's covered, so come with an open mind and don't expect an easy day.
Jenna Bezant
This course is excellent for anyone who wants to get to grips with the basics of digital marketing - covers all the fundamental aspects of modern marketing techniques.
Rachel Ramsden
I would recommend this one day introduction as a great way to build or refresh knowledge. I found it extremely interesting, relevant and well delivered.
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Course rating
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Based on 4 reviews.
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