Introduction to Digital Marketing

Every marketer needs to understand how to exploit digital marketing tools and techniques in order to improve their customer value proposition and overall competitiveness. That means designing an accessible, usable and value-adding website and using a range of inter-related digital marketing tools and techniques to drive traffic, conversion, engagement and referrals.

You will develop a better understanding of the alternative digital marketing tools and techniques available as well as their appropriate use and measurement. You will develop a more strategic and professional approach to your digital marketing endeavours with a view to optimising your customers’ interactive experience.

A better understanding of both established digital marketing tools and techniques (website, email...) and newer ones (blogs/microblogs, mobile, podcasts, social networks, wikis...), coupled with an insight into best practice application, should ensure your organisation is in a position to deliver a better customer experience.

This workshop is designed for people and organisations who want to get a better understanding of the key digital marketing tools and techniques available with a view to improving their digital marketing activity and measuring the effectiveness of their digital marketing efforts, activities and investment.

• ‘Digital marketing’ defined – overview of key tools & techniques available.
• Why digital marketing?
• The characteristics of successful digital brands including ‘not for profit’ brands
• Detailed overview of specific tools and techniques.
• Building your digital marketing profile.
• Developing an integrated Digital Marketing Plan incorporating ‘Web 2.0’ tools.
• ‘Permission based’ acquisition and retention/relationship strategies within the current legal/regulatory environment (cookies, privacy, tracking…).
• Useful digital and social media metrics and analytics to help you improve your digital marketing proposition, efficiency, effectiveness and ROI.

A mixture of slides, exercises, demos, discussions and various YouTube videos, coupled with various ‘hands-on’ activities, examining best and bad practice and useful on-line tools and resources.