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Planning digital marketingcampaigns that build engagement,advocacy and revenue14 CPD hoursCoursecode0767Level FoundationDuration2 days Venues and datesLondon201117-18November 201205-06March11-12July03-04DecemberPrice£1,325+ VATCIM Member price£1,192+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßManaging DigitalMarketing (p27)Moredatesandtobookonlinewww.cim.co.uk/0767Overview This two day course will enable you to explorehow to create online integrated marketingcampaigns by learning success factors fordifferent online campaign tools and channels.You will also learn when to deploy each channeland how they fit into a customer or prospectrelationship marketing plan.Benefits to you and your company You will be able to review the strengths andweaknesses of each digital media channel andselect the most appropriate for your organisation.You will be able to confidently produce an e-marketing plan for your organisation and ask thetough questions of agencies when they arepitching for your budget. Your organisation will beable to develop a planned, measured approachto online marketing, with more effective targetingand media spend, improved campaignoptimisation, better online-offline integration andincreased campaign return on investment (ROI).Who this course is for This is an in-depth, practical course for membersof the marketing team who will be activelyinvolved in devising and managing onlinemarketing campaigns either through an agency,colleagues or hands-on. If you are mainlyinterested in improving your results from emailmarketing and e-newsletters we recommendcourse 0766 -Email Marketing. What you will learn ßHow to segment audiences and treat themdifferently, according to their behaviours andneeds.ßHow to use customer insight to ensure youdevelop appropriate propositions and content.ßExploit the unique communicationscharacteristics of digital media.ßIntegrate digital elements into a marketingcampaign plan.ßReview the current use of digital mediachannels such as paid and natural search,advertising, social media and email marketing.ßDecide when to use each digital channel.ßSelect and integrate media: Choose the bestsequence and mix of online and offline tools;buying cost-effective online media.ßEvaluate and improve online marketingeffectiveness: using web analytics and freedigital tools.Learning approachßHighly participative.ßSharing best practices.ßDay is divided into learning modules. ßEach module follows show, discuss, exercise format.Running EffectiveDigital CampaignsDigital is changing marketing, learnhow to manage your team for thenew world7 CPD hoursCoursecode1219Level FoundationDuration1 dayVenues and datesLondon201103November 201209January 03April 01OctoberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßRunning Effective DigitalCampaigns (p22)ßManaging DigitalMarketing (p27)Moredatesandtobookonlinewww.cim.co.uk/1219Overview Learn how to adjust to the new pressures arisingfrom the new digital media universe and build aneffective digital team with the right skills. There isnow ample opportunity for you to lead the onlinediscussion but you need to know how to make themost of your limited resources.Benefits to you and your company Understand how to structure your team or adaptthe team that you have for a new digital world.Learn about the skills you and your team willneed and how to involve other departments inyour marketing communications.Get the whole company working together todevelop engaging digital communications.Who this course is forThis course will help marketing andcommunications managers to prepare anddevelop an effective digital marketing team tobest implement their organisation's digitalstrategy. It is also ideal for e-marketers, as wellas human resource and sales managers lookingto exploit the full potential of digital media.What you will learn ßIdentify the trends of digital and their impacton your organisation.ßReact and respond to the ever changing digitallandscape.ßDevelop the right team to deliver yourorganisation's digital marketing strategy.ßUnderstand the fundamentals of all digitalchannels and how each of them should bemanaged.ßCollaborate with other departments tomaximise digital presence.ßDecide what to outsource and what to servicein-house.ßUnderstand how to deal with customercomments and PR issues.Learning approachThe instructor takes a modular approach to theday. Each topic area is presented covering goodtheoretical practice, highlighted with examples,followed by short group exercises. Discussionand debate is encouraged with delegates askedto provide comparative examples from withintheir own organisations.Managing Digital TeamsDigital Marketing22Training bookings and advice +44 (0)1628 427200

Giving multi-channel customers aconsistent, value-added experiencewhenever and wherever they expect itOverview Research shows that increasingly morecustomers are using multiple channels tointerface with brands, and that they are moreprofitable than single channel customers. Thisworkshop will help you design and deliver anintegrated, multi-channel marketing approach.Whilst the emphasis is on digital marketing, thishas to be dove-tailed with traditional tools andtechniques with a view to achieving synergy andultimately a better experience for both actual andpotential customers.Benefits to you and your company You will learn how to design and implement anintegrated, multi-channel marketing plan,combining traditional and digital tools andtechniques to achieve synergy, with appropriatemulti-channel metrics to assess performance. Better integration and optimisation should lead toa stronger brand proposition, increased brandengagement and interaction and, of course, abetter return on marketing investment.Who this course is forThis workshop is for marketers looking to provide customers with a better, consistent andbranded experience, whichever channel theychoose to utilise.This workshop would suit all marketers who want to integrate their digital and traditionalmarketing activities. What you will learn ßCreate an integrated, multi-channel marketingplan.ßResearch customer expectations and map thecustomer journey. ßUse segmentation to develop alternativepropositions.ßUtilise appropriate integrated tools andtechniques.ßExploit people power (opinion leaders; socialnetworks).ßCombine tools known to work synergistically.ßAvoid common integration mistakes. ßExploit Web 2.0, and in particular social mediamarketing tools.ßDetermine budget spend (online versus offline).ßTest various propositions.ßUse appropriate metrics to assess level ofintegration, customer utilisation andsatisfaction.Learning approachA mixture of slides, discussions, exercises andlots of relevant case studies. The emphasis is onpractical application with reference to bestpractice and award winning campaigns.Integrated Digital MarketingBook onlinewww.cim.co.uk 23Digital Marketing7 CPD hoursCoursecode0744Level FoundationDuration1 dayVenues and datesLondon201112September06December201207February21May02OctoberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßDigital Marketing (p24)Moredatesandtobookonlinewww.cim.co.uk/0744Generate targeted leads and highvolume sales with effectiveaffiliate marketing7 CPD hoursCoursecode1229Level FoundationDuration1 dayVenues and datesLondon201128September14December201222February09May10OctoberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßHow to Write for the Web(p79)Moredatesandtobookonlinewww.cim.co.uk/1229Overview A rapidly expanding web-based marketingpractice using one site to drive traffic to another,affiliate marketing is one of the most lucrativeways to boost your web sales, generate leadsand improve online brand reach. This one-dayworkshop looks at this fascinating practice indetail, offers a step-by-step guide to developinga successful strategy and illustrates how topromote your programme.Benefits to you and your company Individuals will benefit from a greaterunderstanding of how affiliate marketingprogrammes work, the main elements and how to plan and implement an effectiveprogramme. This will add to your range of onlinemarketing tools and give you greater confidenceas an e-marketer. With a greater range of skills within your onlinemarketing team, organisations will benefit fromincreased visibility for their products andservices, greater brand reach and an uplift in sales leads. This results in more profitableweb-based business partnerships and greater ROI.Who this course is forThis workshop is ideal for sales and marketingpractitioners, e-marketers, e-commerceprofessionals and digital consultants. It providesadditional scope for online marketing efforts andhelps consolidate online marketing plans. Onlinecreative partners and agencies will also benefitfrom this growing web practice.What you will learn ßDefine and discuss the main elements ofaffiliate marketing.ßUnderstand tracking and how affiliateprogrammes function.ßBuild and implement an affiliate marketingstrategy.ßRecognise and identify affiliate marketingopportunities.ßPick the right affiliate partners and networks.ßSelect better online partnership deals. ßMarket and promote your affiliate programme.ßWork more efficiently with online communities.ßEarn greater commission from notable affiliateprogrammes.ßBuild powerful online networks.Learning approachThe instructor takes a modular approach to the day. Each topic area is presented coveringgood theoretical practice, highlighted withexamples, followed by short group exercises.Discussion and debate is encouraged withdelegates asked to provide examples from within their own organisations.Affiliate Marketing