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Overview

This intensive two-day course is a great place to start your digital marketing training.  It gives marketers a complete overview of the digital marketing landscape including all the essential disciplines, how they fit together and how to assess what’s right for your strategy and where you need further in-depth learning.

Program

Fast Track Digital Marketing is Econsultancy’s most popular course globally and updated fresh for 2016 to take into account the very latest considerations facing organisations in their digital marketing. 

The course helps make sense of the rise of digital by examining the technological evolution that has driven social and behavioural change.  Many of the implications are yet to be known but a robust strategic approach that experienced offline marketers will recognise will be presented to help everyone involved in digital approach its themes with rigour.

The aim of the course is to equip delegates with the confidence, the tools and the techniques to build the right digital strategy for their organisations, including:

Attraction

  • Search Engine Marketing (content) and Paid Search
  • Display and Interactive Media 
  • Social Media - video, social media outreach, online PR
  • Affiliate marketing
  • Mobile 

Conversion 

  • Mobile 
  • Usability and Web Design 
  • Conversion Rate Optimisation

Retention

  • Email Marketing
  • Social Media
  • Mobile 

Analysis

  • Data, tracking and measurement 

Course Requirements: For this course a wi-fi enabled laptop or tablet is highly recommended.

Every attendee will gain access to a complimentary Econsultancy report valued at £600. Choose from over 500 reports covering in-depth best practice advice, market data and the latest digital trends.

Who should attend?

This course is ideal for those with experience of traditional, offline, marketing but less exposure to online marketing channels, or those with experience in specific digital disciplines, who want to know how different channels can fit together.  It’s equally refreshing and rewarding for people who have been “doing” digital for some time but want to set their experiences in context and discover new approaches.

How will I benefit?

Upon completion of this course, you will have:

  • Understood the general changes happening in marketing rather than seeing ‘digital’ as an additional channel to cope with
  • Been energised and instilled with the confidence to use digital marketing as a part of your marketing mix
  • Learned structures and frameworks to help plan your digital marketing efforts and make it all fit together
  • Had the input of an expert trainer to answer questions and explore the immediate challenges you’re facing, as well as the opportunity to network and learn from others
  • Realised how much you already know and enjoyed sharing your knowledge with others
  • Had an enjoyable, thought-provoking two days! 

Upon completion of this course, you will be able to:

  • Weave together acquisition and retention tools to deliver an efficient digital marketing strategy
  • Try out all the key techniques for yourself using a range of tricks, tips, website tools, links and handy guides
  • Approach the commissioning of digital services with more knowledge and confidence and be able to deflect trendy jargon
  • Choose specific courses to learn more about particular topics
  • Approach the future of digital marketing with confidence
  • Return to your job with a solid list of ‘todos’ to get on with 

What will I learn?

The course is broken down into manageable modules most of which include either exercises or case studies for you to work through.

The Cultural Shift

  • Understanding the New World
  • Setting the Scene
  • Conversation Culture
  • Digital society

The Strategic View 

  • Strategy and Planning 
  • Becoming media companies
  • Inbound Marketing
  • Content Strategy
  • Experimental and iterative marketing
  • Data driven culture
  • Integrated on/offline marketing

Search Engine Marketing

  • How the Internet invented search
  • Strategies for Search Engine Optimisation
  • Key principles
  • Paid search

Display and Interactive Media

  • The role of display advertising
  • Display formats and how to use them
  • Strategy and planning
  • Targeting and measurement
  • A look to the future

Social Media 

  • What is content?
  • Social media outreach
  • Video
  • Online PR
  • Channels
  • Your Content Strategy

Affiliates

  • Who are affiliates
  • Networks
  • The business model
  • Successful strategies

Mobile 

  • The mobile landscape
  • Why most apps fail
  • Usability
  • Mobile conversion

Usability and web design 

  • Conversion optimisation
  • Building for usability
  • Optimisation
  • User testing

Email marketing

  • Smarter email marketing
  • Goal setting
  • List quality
  • Segmentation and targeting
  • Creative design
  • Copywriting
  • Legal compliance
  • Deliverability

The Analysis  

  • Why does it matter?
  • What can you measure?
  • Who owns analytics?
  • The future of analytics

In-company training

This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.

In-company delivery options start at £5,000 per day. Get in touch with our Professional Development team at prodev@econsultancy.com or 0207 970 4167 to find out more.

We are a registered provider with the CPD Standards Office. Delegates completing this course may be issued with a CPD Certificate of Attendance, which can be used within their formal CPD record for a professional body, institute, or employer.

Trainers


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Michelle Goodall

Michelle Goodall specialises in digital transformation, communications, content, community and social media strategies.

Formerly Head of Digital at Lexis Public Relations she has over 16 years’ developing social media strategies, working on digital transformation projects and developing customer engagement strategies.

Michelle’s clients, past and present span many industries and include Dove, Direct Line, Charities Aid Foundation, Econsultancy, BBC, Building Research Establishment, Coca Cola, Domino’s, eBay, Camelot, Penguin Random House, Macmillan, Diageo, Boots, McCarthy & Stone, Agricultural and Horticultural Development Board and Barclaycard.

She worked with LOCOG, the organising body for London2012 over a 4-year period and was involved in the highly successful social media/communications activity during the games itself.

Tutor for: Fashion & Beauty Monitor - Digital Marketing Fast Track, Fashion & Beauty Monitor - Social Media and Online PR, Fast Track Digital Marketing, Fast Track Digital Marketing - New York, Fast Track Social Media, Intensive: Mastering Social Media, Online Community Management, Social Media & Online PR, Social Media Customer Service, Social Media Paid Advertising

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Andrew Thomas

Founding Director, the green field

Andrew up until the end of 2008 was an Executive Director at Bounty and part of the management team that sold the business to the publicly listed Canadian company Kaboose. Bounty - now part of the Treehouse Group - is the leading direct marketing business focusing on expectant mothers and new parent households.

Andrew joined Bounty in 2005 to develop their e-business opportunity and commercialise what is the leading online meeting point for mums in the UK.

Andrew’s marketing experience extends back over twenty years having joined BMP DDB in London in the late eighties, after completing five years as a captain in the British Army. He spent most of career working at the global advertising agency McCann-Erickson.

On leaving Bounty at the end of 2008 Andrew established the green field, which has become a convenient wrapper for his portfolio of coaching, consulting and training activities. Since then, Andrew has incorporated being a Media Development Professional with Vision and Media; an Associate Coach with Winning Pitch on the Northwest Regional Development Agency’s High Growth Programme and certified trainer with Econsultancy.

He is currently a non-executive director of the digital businesses Auburnise and Return on Digital. He recently completed eighteen months as an advisor and Non Executive Director at Chillingo, culminating in the sale of the business to Electronic Arts.

Andrew has a Post Graduate Diploma in Executive Coaching and Leadership Mentoring (PG Dip). He is a Fellow of the Institute of Leadership and Management (FinstLM) and a member of the European Mentoring and Coaching Council (EMCC). He is also a qualified Myers Briggs Type Indicator (MBTI®), FIRO-B® and DiSC® practitioner.

Andrew’s passion is road cycling. In his spare time he helps manage a youth racing team, and has recently established a new business Northern Albion Ltd identifying, developing and importing innovative cycling products into the United Kingdom.

Tutor for: Fast Track Digital Marketing

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Neil Perkin

Founder, Only Dead Fish

Neil is a renowned blogger, writer and the founder of Only Dead Fish, a digital and media consultancy that specialises in applying strategic understanding of social and emerging media technologies to help businesses innovate and optimise their effectiveness within the new, networked communications environment.

Neil is a columnist for New Media Age, a regular keynote speaker across Europe on content strategy, emerging media, digital commercial strategy and social technologies, and writes regularly to BrandRepublic, FutureLab, Marketing Week, Mediatel and Canvas8 amongst others.

He has over 20 years media owner experience and was latterly the Director of Marketing & Strategy and Digital for IPC Media, the largest consumer publisher in the UK and publisher of multimedia brands including Wallpaper, Marie Claire and the NME. In this capacity he ran award-winning strategy, planning and consumer insight functions and was at the centre of defining and implementing the digital strategy for one of the largest media owners in the UK.

Neil is an associate of The Futures Agency, a collaboration of some of the world's leading media thinkers and futurists, and for people who like shiny things, has won more industry awards than just about anyone in UK media, with five awards to his name including a Campaign Award, two Media Week Awards and an Association of Online Publishers award.

Tutor for: Fast Track Digital Marketing