DIGITAL MARKETING FOR PUBLISHERS
Learn how to run cutting-edge digital marketing campaigns.
The
Publishing Training Centre has teamed up with the Institute of Direct
Marketing (IDM) to bring you up to speed on the very latest in planning,
managing and executing successful campaigns using electronic media.
Over
two days you'll learn how to work with digital data and take advantage of
tools such as search engines, banner advertising, email broadcasts and SMS.
The
course will provide you with a definitive introduction to digital
marketing, techniques and applications, including digital marketing
strategy, campaign management, the gathering and managing of digital data
and the complete array of e-marketing tools, from search engine marketing
to email and SMS. You will also learn how to monitor and control your
campaigns to ensure optimal effectiveness and integration.
We've
worked with the IDM to tailor this course specifically to the needs of
publishers. Whatever aspect of publishing you're involved in, this course
will equip you with the knowledge and skills you need to manage your
digital campaigns with confidence.
ProgrammeDay one: Introduction to Digital Marketing
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Definition, purpose and scope of digital marketing
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Understanding the impact of digital marketing on business
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Evaluating the risks and opportunities of digital marketing
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Differences and similarities between digital marketing and
traditional marketing communications
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Building customer relationships online and permission marketing
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A brief guide to internet technologies
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Understanding the digital marketing customer
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Creating a strategic digital marketing plan
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Understanding the digital marketing planning process
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What goes into a digital marketing plan and why an annual plan is
necessary
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Situation analysis, objective setting and strategy formulation
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Plan implementation and budgeting
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Monitoring and control
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Web site design and usability
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Principles of effective web site design, including page layouts
and navigation
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Developing a brief for web site creation and enhancement
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How to select and manage a web design agency
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How to assess the effectiveness of your web site design
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Researching your site visitors
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Copywriting for the web
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Data gathering and legal issues
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Gathering and managing your digital data
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Legal considerations
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Understanding the complexities of customer contact and behavioural
data
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How to store and manage your digital data
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Why integration with your offline data is essential
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How your data can be used to drive more customised communications
through segmentation and profiling
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Customer data analysis and targeting techniques
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Testing for digital marketers
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Introduction to the publishing case study and Q&A
Day two: Tools and Techniques
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Overview of the e-communications tools available
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Using online ads to drive site traffic and build brands
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What is search engine marketing and why is it so crucial to online
success?
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Key strategies and tactics to maximise search engine effectiveness
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Email and viral marketing
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E-newsletters and other email formats
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Eight steps to create a successful viral campaign
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Broadcast and delivery considerations
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Mobile marketing
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Online PR
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Email marketing
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User generated content
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Social networking, blogs and collaborations
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Email and viral marketing
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Producing great creative work
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Understanding what makes digital creative different from non
digital creative
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Overview of the principles behind effective online creative (all
digital media)
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How online creative can support brand building
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Overview of the process by which creative concepts are produced
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Understanding the principles of creative briefing and evaluation
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Tracking and measurement
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Key metrics for measuring online advertising effectiveness
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Using cookies and analytics tools to track site visitors
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Tracking and measuring email, banners, Adwords and viral campaign
responses
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Measuring how your site helps or hinders campaign response
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Group exercise - Real life examples
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Case study - Theory into Practice
Your tutorsDavid Hughes runs an independent digital marketing
consultancy, Non-Line Marketing, and has over 8 years' experience of email
and internet marketing. His areas of specialisation include on-line data
gathering, developing email marketing communication programmes and
integrating email marketing with traditional direct marketing channels.
For the past 5 years he has been a Strategic Consultant with Emailvision,
a pan European email technology provider, helping client and agency
partners with the strategic, technical and operational issues affecting
email campaign success. He works with companies such as Telegraph, Kangol,
Institute of Directors and 3M and has experience of email in both the BtoB
and BtoC sectors. David is also the Director of the Tank! On-Line
Marketing Action Group, delivering thought leadership programmes for the
client marketing community and is author of the DMA UK Email Marketing
Benchmarking Report. David spent 7 years at Claritas (now Acxiom) as the
European Data Acquisition Manager generating over 8 million survey
responses per year across 7 countries. This off-line, high volume direct
mail experience allows him to apply direct marketing techniques to email
marketing programmes. He gained an IDM Diploma, with Distinction, in 1992,
is a regular speaker for the Direct Marketing Association on email issues
and is a member of the IDM Digital Marketing Examination Board and a
Course Tutor for the IDM Digital Marketing Diploma.
Ros Lawler,
Digital Marketing Director, Random House, has over 15 years' experience
working in digital media, with a track record of creating award winning
interactive content across a range of media and platforms. In the early
days of the internet she was part of a team which set up the very first
web site for Channel 4, where she saw the potential of the internet as a
marketing channel. Since then she has worked at strategic level for world
leading media brands including Ministry of Sound, the BBC and Random House
Publishing.
