Course overview
Get a best in class, results-focused grounding in all the essential digital marketing skills, from identifying the right digital channel to evaluating campaign performance
Campus locations
What you'll learn
- Optimise websites for search engines and deliver more traffic via Pay per Click
- Increase engagement through social and create incremental sales with affiliate programmes
- Put mobile to work for you across all aspects of the customer journey
- Build lasting relationships through email and user-centric customer experiences
- Understand analytics to monitor and improve campaign performance
Study method
- In-class
- Online
- Blended
Locations
- England
- London
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Duration study load
1 day (7 CPD hours)
Testimonials
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Tamsin Herbert, RNLIDigital Marketing: Essentials"A very enjoyable and informative day. We covered a lot of ground, on a broad range of areas of digital marketing and I feel I definitely achieved a good grounding in the subject so I feel more confident moving forward in my role. Lovely, friendly staff, good food and an inspirational trainer. I hope to come back soon to broaden my learning!"
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Jenna Bezant, Lloyds Banking GroupDigital Marketing: Essentials"This course is excellent for anyone who wants to get to grips with the basics of digital marketing - covers all the fundamental aspects of modern marketing techniques."
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Valentina Sidore, UBMDigital Marketing: Essentials"I just wanted to say that the course was extremely useful and Mike is an excellent tutor. I would definitely recommend this course to other colleagues here at UBM."
Delivery
All learning products and services are currently being delivered digitally using the following engaging formats:
- Virtual Classroom: Tutor-led, live, online classroom environments.
- Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience.
Who's it for?
Digital Marketing: Essentials is designed for those delegates with little or no experience in digital marketing.
Once you enrol onto ‘Digital Marketing: the Essentials’ course you will receive the ‘DMA Social Media Guide’
The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
Subjects
- Understanding the role keywords play in defining your audience
- Working with keywords to optimise the different layers of your site
- Using keywords to develop content for different audiences
- Finding the right keywords to work with
- Building links that drive the right kind of traffic
- Building targeted keyword strategies
- Working with Google’s basic planning tools
- Setting up campaigns to deliver impressions and click-throughs
- Measuring the effect of your campaigns
- Working with budgets
- Optimising campaigns with local and regional targeting
- The importance of related landing pages
- Understanding your audiences’ social channel preferences
- The importance of tuning into conversations
- Preparing content that attracts the attention of your audiences
- Using social channels to build relationships and build trust
- Turning social relationships into sales opportunities
- Mobile search and the multichannel journey
- Responsive design and content
- Making use of smartphones, interaction tools and downloads
- Social interaction and Near Field Communication
- Generating localised and behavioural sales opportunities
- The critical difference between mobile sites and apps
- Assessing different targeting methods
- Developing your scheduling options
- Evaluating the creative options in format and content
- Using analytics to optimise your campaigns
- Understanding the role intermediaries play in the marketing mix
- Evaluating potential affiliate partners
- Getting to grips with fees and commission structures
- Developing the right kind of content and relationship
- Ensuring sales are incremental and not detrimental to business
- Understanding the value of email addresses and the moment of capture
- Building a segmentation, timing and content strategy
- The importance of design and delivery methods
- The elements that must be measured
- The importance of testing and optimisation
- Evaluating and optimising email campaigns
- The role of automation
- Exploring user personas and goals
- The importance of useful content and navigation
- User testing wireframes and sites
- Serving the 5 modes of customer engagement
- First steps in analytics
- The eight essential measurements across all channels
- Using analytics to optimise our campaigns
About Institute of Data & Marketing
For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.
Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.
Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.
The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.
