Integrated Digital Marketing

Course review:

Research shows that increasingly more customers are using multiple channels to interface with brands, and that they are more profitable than single channel customers. This workshop will help you design and deliver an integrated, multi-channel marketing approach. Whilst the emphasis is on digital marketing, this has to be dove-tailed with traditional tools and techniques with a view to achieving synergy and ultimately a better experience for both actual and potential customers.

Course content

• Back to basics – channels, communications, digital, experiential marketing, media.
• Integrated Marketing/Integrated Marketing Communications defined.
• The key challenges of a rapidly changing and interconnected environment.
• Best and worst practice ‘integration’ – case studies and our personal experience.
• Customer Relationship Management and Customer Managed Relationships
• Marketing 2.0.
• Key channels, touch points and media.
• Channel/cross channel utilisation – the statistics.
• The customer journey and customer expectations.
• Potential integrated marketing models you might use.
• Integrated marketing planning, strategy and tactics.
• Cross media optimisation.
• Implementation, evaluation and control.