Digital Marketing for Publishers

Dates:

19-20 May & 9-10 December 2010 (a two-day course)

Price:

£880+VAT (a number of discounts are available)

Venue:

The Publishing Training Centre in Wandsworth, London (see a map and a list of local hotels)

Book course online or phone +44 (0)20 8874 2718 for availability

Learn how to run cutting-edge digital marketing campaigns.

The Publishing Training Centre has teamed up with the Institute of Direct Marketing (IDM) to bring you up to speed on the very latest in planning, managing and executing successful campaigns using electronic media.

Over two days you’ll learn how to work with digital data and take advantage of tools such as search engines, banner advertising, email broadcasts and SMS.

The course will provide you with a definitive introduction to digital marketing techniques and applications, including digital marketing strategy, campaign management, the gathering and managing of digital data and the complete array of e-marketing tools, from search engine marketing to email and SMS. You will also learn how to monitor and control your campaigns to ensure optimal effectiveness and integration.

We’ve worked with the IDM to tailor this course specifically to the needs of publishers. Whatever aspect of publishing you’re involved in, this course will equip you with the knowledge and skills you need to manage your digital campaigns with confidence.

Who should attend?

Anyone in publishing who is new to digital marketing and needs to understand how it is planned, executed, integrated and controlled.

How will you benefit?

Upon completion of the course, you will be able to plan and implement a digital marketing campaign using tools such as interactive advertising and email.

Programme

Day one: Introduction to Digital Marketing

Definition, purpose and scope of digital marketing
- Understanding the impact of digital marketing on business
- Evaluating the risks and opportunities of digital marketing
- Differences and similarities between digital marketing and traditional marketing communications
- Building customer relationships online and permission marketing
- A brief guide to internet technologies
- Understanding the digital marketing customer
Creating a strategic digital marketing plan
- Understanding the digital marketing planning process
- What goes into a digital marketing plan and why an annual plan is necessary
- Situation analysis, objective setting and strategy formulation
- Plan implementation and budgeting
- Monitoring and control
Website design and usability
- Principles of effective website design, including page layouts and navigation
- Developing a brief for website creation and enhancement
- How to select and manage a web design agency
- How to assess the effectiveness of your website design
- Researching your site visitors
- Copywriting for the web
Data gathering and legal issues
- Gathering and managing your digital data
- Legal considerations
- Understanding the complexities of customer contact and behavioural data
- How to store and manage your digital data
- Why integration with your offline data is essential
- How your data can be used to drive more customised communications through segmentation and profiling
- Customer data analysis and targeting techniques
Testing for digital marketers
Introduction to the publishing case study and Q&A

Day two: Tools and Techniques

Overview of the e-communications tools available
- Using online ads to drive site traffic and build brands
- What is search engine marketing and why is it so crucial to online success?
- Key strategies and tactics to maximise search engine effectiveness
- Email and viral marketing
- E-newsletters and other email formats
- Eight steps to create a successful viral campaign
- Broadcast and delivery considerations
- Mobile marketing
- Online PR
- Email marketing
- User generated content
- Social networking, blogs and collaborations
- Email and viral marketing
Producing great creative work
- Understanding what makes digital creative different from non digital creative
- Overview of the principles behind effective online creative (all digital media)
- How online creative can support brand building
- Overview of the process by which creative concepts are produced
- Understanding the principles of creative briefing and evaluation
Tracking and measurement
- Key metrics for measuring online advertising effectiveness
- Using cookies and analytics tools to track site visitors
- Tracking and measuring email, banners, Adwords and viral campaign responses
- Measuring how your site helps or hinders campaign response
Group exercise – Real life examples
Case study – Theory into Practice
Questions and Close

Your tutors

Andrew Lloyd Gordon is an experienced digital marketing trainer and consultant. With 12 years Web Marketing experience, he has worked on numerous online projects both large and small. With a broad exposure to both the public and private sectors, he has a special interest in Online PR.

Andrew has successfully used the Web to boost the online PR rating of the organisations he works with. This leads, in turn, to dramatic increases in brand awareness and visitor traffic. As Director of UK250.co.uk and jobs.ac.uk, he exploited online PR techniques to increase media coverage including tools such as blogs, RSS feeds, video, DIGG, Wikipedia and other Web 2.0 sites. He has written for a number of publications both on and offline including; The Edge magazine, Business Voice, MyBusiness.co.uk, The Guardian Jobs site, Recruiter Magazine, Further Education Today, Recruitment Consultant, Gradscope Stafford Sentinel, The HRDirector.com and Your People Manager website.

With a wealth of real-world experience and knowledge to share, Andrew is a passionate and enthusiastic trainer. Feedback from his training courses proves that he gives 110% when he trains. Andrew always receives an enthusiastic response from delegates.

Ros Lawler, Digital Marketing Director, Random House, has over 15 years' experience working in digital media, with a track record of creating award winning interactive content across a range of media and platforms. In the early days of the internet she was part of a team which set up the very first website for Channel 4, where she saw the potential of the internet as a marketing channel. Since then she has worked at strategic level for world leading media brands including Ministry of Sound, the BBC and Random House Publishing.

Send details of this course to a colleague.

Dates: 19-20 May & 9-10 December 2010

Price: £880+VAT (a number of discounts are available).

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