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A 'digital marketing 101' - everythingyou need to know to be a successfuldigital marketer7 CPD hoursCoursecode0764Level FoundationDuration1 day Venues and datesLondon201205January 06FebruaryBirmingham201114September 201214June26NovemberManchester201114November 201223April 17SeptemberReading201206AugustPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßIntegrated DigitalMarketing (p23)ßRunning Effective DigitalMarketing Campaigns(p22)Moredatesandtobookonlinewww.cim.co.uk/0764Overview Every marketer needs to understand how toexploit digital marketing tools and techniques inorder to improve their customer value propositionand overall competitiveness. That meansdesigning an accessible, usable and valueadding website and using a range of interrelateddigital marketing facilities to drive traffic,conversion, engagement and referrals. Benefits to you and your company You will develop a better understanding of thealternative digital marketing tools and techniquesavailable as well as their appropriate use andmeasurement. You will develop a more strategicand professional approach to your digitalmarketing, with a view to optimising yourcustomers' interactive experience.A better understanding of both established digitalmarketing tools and techniques (website, email...)and newer ones (blogs/microblogs, socialnetworks, podcasts, wikis...), coupled with aninsight into best practice application, shouldensure your organisation is in a position to delivera better customer experience and ultimatelyreturn on investment.Who this course is for This workshop is designed for people/organisations who want to get a betterunderstanding of the key digital marketing toolsand techniques with a view to improving theirdigital marketing. What you will learn ßDefine 'digital marketing' explicitly and whyyou should invest in it.ßCreate an integrated 'Web 2.0 DigitalMarketing Plan'.ßUnderstand the different needs, wants anddesires of different audiences using research.ßDevelop clear and measurable objectives. ßDesign and implement a best practicewebsite. ßGet found on the web using search engineoptimisation.ßBuild credibility using tools such as blogs,online PR, social media and networks.ßSelect the most appropriate digital marketingtool based on your objectives.ßDesign, develop and deliver your digitalmarketing proposition.ßDevelop a 'permission based' approach tobuilding relationships. ßUse web analytics and metrics to evaluateeffectiveness. ßDo all of the above within the impinginglegal/regulatory environment.Learning approachA mixture of slides, exercises, demos,discussion and various YouTube videos, coupled with hands-on activities.Introduction to Digital MarketingPlanning and managing searchmarketing to work for your website 7 CPD hoursCoursecode1157Level FoundationDuration1 dayVenues and datesLondon201226January 04May 21November Birmingham201121SeptemberReading201203AugustPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßGoogle Analytics (p15)ßAdvanced SEM - PaidSearch Advertising (p25)ßAdvanced SEM - Organic Search EngineOptimisation (p25)Moredatesandtobookonlinewww.cim.co.uk/1157"A greatintroduction intothe world of SEO.Will be able toconverse with our media buyersin their ownlanguage."Jody DaviesAuction & Events, DVLAOverview Search engine marketing (SEM) options growevery year, so the key to success is planning andmanagement as well as technical knowledge. This structured course will take you through settinggoals, budgeting, planning and measurementacross paid search and SEO. It will lead to a betterunderstanding and confidence in dealing with bothinternal and external agencies.Benefits to you and your company You will gain confidence and knowledge of theterminology and best practice of SEM planning,SEO projects and PPC campaigns. You will beable to judge a search agency or consultant'sabilities, look for 'red flags' for poor quality workand focus on the important aspects of searchthat will make your daily job easier. Your organisation will benefit from a structuredSEM plan that focuses on delivering realbusiness value and KPIs. As a result they willalso gain a greater return on investment. Who this course is forThis course is aimed at marketers responsible for SEM planning in their organisation. It is alsosuitable for people in the broader web, marketingor PR teams looking to understand how thisimportant channel works. What you will learn ßKnow free research tools and methods. ßUnderstand SEM planning and budgeting. ßEvaluate in-house and agency search teams.ßUse tried and tested best practice techniquesfor managing both free (organic) and paidsearch (pay-per-click).ßLearn the four signal groups that impact your SEO.ßUse content optimisation to improve on-pagesignals through keywords and metadata. ßPlan and deploy 'white hat' linking strategieswhich improve your relevance and authority as a site. ßGet quick wins for your social media marketingto improve your SEO. ßAvoid common search pitfalls and technicalchallenges. ßImprove the search engines trust in your site toimprove both your SEO and conversion rates. ßLearn how to gain real actionable insights toyour search marketing using web analytics and other tools. Learning approachThis highly practical workshop encompassesinteraction with the web, group/individualexercises alongside a presentation detailing the latest findings and research.Search Engine MarketingDigital Marketing14Training bookings and advice +44 (0)1628 427200

Getting real value out of yourwebsite dataOverview Do you get regular reports from Google Analyticsbut do not really understand what they mean and what is important? This introductory coursewill help you to identify the most importantelements for marketers. You will understand whatactions to take where common problems ariseand how to tailor activities to enhance yourbusiness objectives. Benefits to you and your company You will learn how to access the meaning andvalue from within your website. You will be able to extract actionable insights from the dataproduced by your website to suggestperformance improvements. Your organisation will start to understand the realvalue of their website investment, giving anobjective insight to the engagement andconversions being generated by your targetaudience. Your organisation will be better equippedto perform multi-channel digital marketing.Who this course is forDelegates may be working as a marketing ordigital marketing professional, or in sales andmarketing for B2B. The course requires you tohave access to Google Analytics for yourwebsite. The attendee should have clearobjectives for their site if possible.What you will learn ßUnderstand what web analytics does for yourwebsite.ßKnow how Google Analytics collectsinformation, uses cookies and the informationit tracks.ßNavigate the Google Analytics interface.ßEvaluate content use by visitors.ßDefine and value actions on site.ßUnderstand accounts, profiles and users.ßUse and interpret content reports to measurewhat visitors are doing on your site.ßIdentify quality traffic and drivers of revenueand conversions to action.ßTrack search -both paid and non-paid.ßAnalyse Google AdWords position for betterperformance.ßTrack the performance of text, display andvideo adverts on Google's content network.ßUnderstand the purpose of using goals andhow to assign meaningful goal values.ßConfigure and interpret the funnel visualizationreport.ßEnable and track e-commerce.Learning approachßTheory of web analytics.ßPractical examples using the delegates' liveGoogle Analytics.Google Analytics Book onlinewww.cim.co.uk 15Digital Marketing7 CPD hoursCoursecode0453Level FoundationDuration1 dayVenues and datesLondon201112December201218April18July22NovemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßDigital Metrics andAnalytics (p84)Moredatesandtobookonlinewww.cim.co.uk/0453High impact, low cost digitalmarketing for SMEs7 CPD hoursCoursecode0441Level FoundationDuration1 dayVenues and datesLondon201103November 201215February15May13September13NovemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßSocial Media Marketing(p16)ßE-mail Marketing (p18)ßDigital Metrics andAnalytics (p84)Moredatesandtobookonlinewww.cim.co.uk/0441Overview In these challenging times, the need for SMEsand other cash-strapped organisations to usehigh-impact but low cost marketing has neverbeen greater. If your marketing budget has been slashed then this new, highly practical workshop will show you how to use effective web marketing to get your message out quickly, simply andcheaply, using tools such as blogs, YouTube,Twitter and Facebook.Benefits to you and your company You will learn how to improve your reputation in social media and how to get the most from a variety of interactive digital channels. You will also better understand how to identify andtrack your key performance indicators (KPIs) and demonstrate to others the ROI of your online marketing.Your organisation's brand will be exposed to a wider audience via low cost and engagingmarketing techniques. Who this course is forMarketers with some offline experience but withlittle or no online marketing knowledge. Thecourse will suit small business owners/managers,consultants, marketing executives, accounthandlers and those in a general marketing role. What you will learn ßHow to use digital marketing to find, win andkeep customers.ßSetting web marketing objectives.ßVital data you must know about your onlinecustomers.ßHow to integrate your on and offline marketing.ßThe must-know terms, jargon and definitions.ßThe six key principles of blog design thatgenerate sales and enquiries.ßThe eight dos and don'ts of Facebookmarketing.ßBasics of producing video for the web.ßThree simple things to improve the impact ofyour web video.ßCheap and easy to use video production andediting tools.ßSearch engine marketing: what is it anddozens of ways you can improve.ßPay Per Click: what is it and how can you saveyourself time, money and effort.ßThe essential Google Analytics reports youshould create.ßAn insight into the future of digital and theimportant trends you should be aware of.Learning approachThis is a highly interactive course and includesmore practice than theory. The course will includethe use of pre-reading, individual and groupexercises, case studies and plenty of discussion. New courseDIY Digital MarketingNew course