Effective Digital Marketing
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Overview

Course duration:
2 days.

The overwhelming majority of organisations are now using the Internet to communicate with their customers, or to generate new customers. This intensive two-day workshop has been designed to allow you to gain the maximum return from your internet marketing activities by explaining the principles and practices of effective and successful methods of web marketing.

Is it right for me?
This course is designed for both marketing professionals and non-specialists, who have responsibility for the Internet communications of their organisation.

What will I learn?
By the end of this intensive and practical course you will:
-Know how to maximise the advantages that the internet offers your business
-Getting the right concept, content, navigation and design for your website
-Understand how to integrate your internet marketing activity and online presence into your current marketing activities
-Compiling website briefs and project management plans
-Building and retaining customer relationships online

What will it cover?
Internet Marketing Fundamentals
-Cost/benefits
-Push-pull strategy
-Branding
-Building trust

Internet Marketing Plans
-Strategic planning
-Situation analysis
-Customer analysis
-Market and product forces: pricing strategy
-Product distribution
-Promotion mix
-Internet marketing resources

Website Development
-Current website analysis (SWOT)
-Competitor Analysis
-Developing a website plan (design/navigation/content/etc)

Measuring Website Performance
-Measuring hits
-Measuring user sensation
-Measuring user click-paths
-Measuring revenues
-Measuring tools

Discussion Forums
-Mailing lists
-Usenet newsgroups
-Web based forums
-Promotion techniques
-Targeting discussion forums

Search Engine & Directory Marketing
-Differing search engines
-Search engine and directory liaisons
-Getting ‘top’ search result position – search engine optimisation
-How ‘not’ to get penalised
-Managing agencies – what to look for/what to avoid
-Link building
-Search engine ranking
-Useful Google tools to assist SEO

PPC
-Google, Yahoo, MSN
-Choosing keywords
-Writing creative
-Measuring performance

Email Marketing
-To spam or not
-Opt-in direct e-mailing
-Promotion techniques
-Email push
-Content and Personalisation
-Developing an e-marketing plan
-Data acquisition
-Measuring email performance – what’s working what’s not working

One-To-One Web Marketing
-Site personalisation
-Building web site community
-Online customer service and sales

Viral Marketing
-Viral internet marketing
-Viral marketing techniques
-Successful viral marketing strategies

Training Method:
The course uses a variety of stimuli including case studies, group and individual exercises, tutor input, live access to online examples and class discussion. Exercises involving the individuals search engine optimisation enable delegates to see immediately the results, which can be obtained. This mix ensures that each participant can learn at their own pace and in their preferred learning style. Benchmarking against best practices is also used to bring to life the ever developing area of web marketing.
 
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Key Details
Duration2 days
 
£949
per delegate
 
 
Bookings Helpline: 01933 233884 (Monday to Thursday - 8:00am to 5:30pm and Friday 8:00am to 5:00pm).