Integrated Digital Marketing

Overview

Course duration: 1 day.

As the digital communications media explosion continues, it becomes increasingly important to engage with your customers across multiple channels. This course will enable you to develop customer relationship management improvements – leading to improved sales and retention levels.

The course is designed to consider all of the digital and traditional marketing channels showing how they can be integrated to produce improved results for your company and brand.

Is it right for me?

Suitable for all those with a good grasp of digital marketing who want to ensure all digital communications are fully integrated into the marketing mix. This course will help you to clearly identify the advantages of an integrated campaign.

If you are looking to understand more about digital marketing consider our ‘Overview of Digital Marketing’ course or our ‘Digital Marketing – putting the theory into practise’ course.

What will I learn?

By the end of this course you will be able to:-

• Set integrated communications objectives
• Clearly understand the role of each of the media types
• Undertake a communications audit
• Use the integrated plan to improve responses and results
• Gain an insight into the emerging media and their role
• Set the appropriate budget for an integrated campaign
• Measure the integrated communications activity

What will it cover?

Setting Integrated Marketing Communication Objectives

• The objectives cascade
• Setting SMART objectives
• From corporate objectives to communications objectives
• Objectives set by media type

Developing an Integrated Media Strategy

• Selecting the appropriate medium
• The strengths of each medium
• Cost effectiveness of the media

Media Neutral Planning

• The principles of media neutral planning
• Selecting the most suitable medium

Media Choice and CRM

• Understanding the media mix and its impact on relationship
• Evaluating the digital media landscape
• Direct vs indirect media

Above, Below, Through and On Line

• The benefits of above vs below vs on line
• Creating a multi media campaign

Social Media, Apps, Podcasts, Blogs and Tweets

• Overview of the wide range of media choices
• When to use each medium
• Building the communications plan with traditional media

Changes in Consumer Behaviour

• The changing ways that we find information
• Motivation to buy and psychoanalytical factors
• Using integrated digital media to hit the ‘hot buttons’

Budget Setting

• Methods of setting the integrated communications budget
• Keeping track of competitor spend in different media

Conducting a Communications Audit

• The principles of a communications audit
• Using the appropriate research techniques
• Feeding the results into future plans 

Further courses to consider

Email Marketing

Mobile Marketing