This intensive two day course will give attendees a thorough understanding of how digital marketing can be used effectively in the retail and placemaking environment, and a set of tools and techniques they take away and use straight away.
As well as covering each of the different digital channels and best practice for their use, the course will also cover strategic planning and the effective use of data and analytics for calculating ROI.
Using practical examples from relevant organisations throughout, and giving attendees the opportunity to try out various tools and techniques, the course will give take a real hands-on and practical approach.
Attendees will be provided with a full set of support materials, including a digital marketing toolkit that document all the tools discussed and a range of blogs, podcasts and videos to reinforce their learning.
Members: £650 + VAT
Open to the public/Non-Member: £700 + VAT
What you'll learn
The two day course will give attendees a practical knowledge of digital marketing that will allow them to effectively plan, implement and measure their digital activity. Attendees will leave the course being able to:
- Understand the latest trends and techniques in digital marketing
- Set and define clear ROI based objectives
- Select digital tactics that are suitable for the relevant type of organisations (retail, leisure, F&B, etc)
- Plan and deliver effective campaigns
- Understand the key tactical techniques used to implement each of the digital channels
- Understand and analyse analytics and data
- Build digital marketing strategies that are tied to business objectives
- Calculate ROI and make decisions based on this
10.00am – Introduction
Digital in perspective current trends, challenges and latest updates in digital marketing. Focusing on creating an objective focussed approach in a noisy multi-channel environment. Review of key stats from Google internet statistics and matching to attendees experience and knowledge of the industry.
Understanding the target audience and their journey. Looking at who the target audience is and what they are doing online. Exploring the sales funnel model and the see, think, do, care model from Google. Also exploring the connection between online and footfall. User journey mapping and introducing the role of content.
The role of content developing knowledge of how content fits in and how it aligns with branding and the user journey. Exploring the Hygiene, hub and hero content model. Creative ideas for content in the user journey.
11.15am – Break
Search optimisation step by step. The role of search engine spiders, keyword research, on-page optimisation and link building. Measuring SEO results and planning activity. Website SEO review.
13.00pm – Lunch
Paid search and how it fits in. Creating ads, setting targeting, measuring results. SEO and PPC working together. Geo-targeting campaigns. Writing paid search ads and running them using Google budget.
3.15pm – Break
Social media in practice understanding social media and its role in the user journey. Exploring the channels one by one. Social media planning and process. Social measurement. Social geo-targeting for locations and footfall. Social campaign planning.
5.00pm – Close
7.00pm – Dinner
9.30am – Introduction
Email marketing best practice. The email marketing challenges and best practice. Exploring data and segmentation, collecting data, building campaigns, sending testing and email analytics. Email design exercise.
10.45am – Break
Display and paid media. The role of paid media and the challenge of ad blockers. Campaign types and targeting options. Effective measurement of display campaigns. Using re-targeting effectively. Display and loyalty campaigns for driving footfall. Planning the role of effective re-targeting.
12.30pm – Lunch
Using analytics to optimise campaigns and prove ROI. Understanding Google analytics. Setting up analytics and looking at core reports.
Setting goals and getting the most from analytics. Exploring Google analytics goals. Going beyond last click tracking. Connecting footfall to web analytics. Analytics review and goal setting.
2.35pm – Break
Digital strategy planning framework. Applying the SOSTAC framework in a digital world. Building a complete digital measurement framework. Planning next steps.
4.30pm – Feedback and close