Course overview
To provide digital marketers with a structured and practical approach to developing customer-centric digital marketing strategies. Develop a Planning framework to ensure your strategy lays the foundation for powerful strategy development.
Campus locations
What you'll learn
- A practical planning framework ensures your strategy lays the foundation for powerful strategy development
- A grounded strategy focuses your targeting decisions, drives proposition development and supports CX across each Customer Journey touchpoint
- To build efficient and effective data, channel and creative strategies that support and evaluate the delivery of your digital strategy
Study method
- In-class
- Online
- Blended
Locations
- England
- London
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Duration study load
1 day (7 CPD hours)
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.
Subjects
Exploring the macro and micro marketing context
- Analysing external Factors that define the marketing context
- Analysing business and marketing factors
Developing SMART objectives
- Setting different types of objectives
- Creating financially grounded goals
Building a robust marketing strategy
- The difference between strategy and tactics
- Overview of the strategy development process
Establishing a detailed tactical plan and core metrics
- Core elements of the campaign delivery process
- Setting and monitoring KPIs
Budgeting for multi-channel campaigns
- Developing an integrated forecasting model
- Validating digital investment
Exploring segmentation and targeting
- Customer Profiling and segmentation
- Building a segmentation matrix
- The value of RFV and LTV modelling
Connecting targeting to proposition
- How targeting drives proposition development
- Approaches to proposition development
- How propositions drive creative connections
Mapping the increasingly complex customer journey
- The basic buyer behaviour model
- The comprehensive Customer Journey Map
- How data and technology drive CX
Developing a customer-centric data strategy
- Types and sources of digital marketing data
- How brands capture and use data to drive business
- How data develops individuated communications
Developing an objective channel strategy
- Core digital channels and their attributes
- Developing a cost-benefit channel analysis
- Timing and sequencing of digital channels communications
Developing an aligned creative strategy
- How to brief digital creative
- How to assess digital creative
- How to maintain creative integrity
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 dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain 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.
