Running Effective Digital Campaigns

This two day course will enable you to learn how to create online marketing campaigns from planning, segmentation and insight generation through to execution. You will also learn when to deploy each channel and how they fit into a customer or prospect relationship marketing plan.

You will be able to review the strengths and weaknesses of each digital media channel and select the most appropriate for your organisation. You will be able to confidently produce an e-marketing plan for your organisation and ask the tough questions of agencies when they are pitching for your budget.

Your organisation will be able to develop a planned, measured approach to online marketing, with more effective targeting and media spend, improved campaign optimisation, better online-offline integration and increased campaign return on investment (ROI).

This is a practical course for marketers involved in digital campaigns either in a hands on role or through an agency.

• Web 2.0 & 3.0 and implications for brands.
• Objective setting for digital.
• Segmentation and customer insights.
• Proposition development.
• Acquisition channels e.g. search, display ads, influencing communities.
• Blogging.
• Participate & engagement channels e.g. social, mobile, email.
• Digital advocacy.
• Integration of digital channels.
• Measurement.

This is a highly interactive session, where a case study will be used to ensure the learnings are as practical and relevant to your business situation as possible.