WHO IS THIS COURSE FOR?
You will find this course most useful if you have experience of marketing to affluent customers and are responsible for developing or marketing luxury or premium brands online. The course is designed for in-house marketers and agency staff and covers the full range of online marketing activities, exploring the key differences encountered when marketing to the affluent consumer.
WHAT WILL IS LEARN?
Customer profile
Who is the affluent consumer and what are the characteristics or their online behaviour?
Customer journey Marketing to affluent consumers - the key elements of an online marketing plan/campaign and the differences when marketing luxury brands/products to the affluent consumer:
• Advertising
• Affiliates
• Analytics
• EIPs
• Email
• Online marketing
• Partnerships
• Personal shopping
• PR
• Search engine - paid and natural search
• Social media
• Usability
Multichannel
What role does online marketing have to play in a multichannel marketing strategy?
Throughout the day there will be practical exercises, worked examples, checklists and guidelines to apply to your current or new activities. One of the follow-up activities will be a free email audit so you can test the deliverability of your email campaigns.
WHO IS THE WORKSHOP LEADER?
Martin Bartle is on the of the UK’s Internet pioneers, he starting out running electronic democracy projects on the Internet in the early 90s which led to him setting up one of the UK’s first web design agencies. He has a wealth of online and offline marketing experience from companies such as boo.com, antfactory.com, and the RAC. Until earlier this year he was Head of Marketing at the online fashion retailer NET-A-PORTER. NET-A-PORTER is one of the world’s leading online fashion retailers and a pioneer in its field. During his time at NET-A-PORTER the annual turnover of the business grew from £6m to over £37m, they made their first profits, and extended the product range and geographical reach significantly.
He now runs a consultancy, 270 Degree Marketing, advising luxury brands and retailers looking to build or improve their online presence.
