City Road
London, England EC1V 2TT

Understanding the dynamics of the online marketing marketplace


The course is specifically aimed at marketers with existing experience of offline channels but little or no exposure to online marketing channels. You will be comfortable with the basic principles behind good marketing communications and are likely to have had 2+ years practical experience.


After attending this course, you will be able to:

• Understand the key differences between offline and online

• Understand which online channels are key in terms of customer acquisition, conversion and retention

• Understand the success factors for different e-communications techniques

• Understand how online can fit into a multi-channel approach and the influence of other key factors such as the design and creative process

• Improve results delivered by digital marketing for the same budget

This practical course will help you understand why online is so important, and how you can use the major channels to improve your customer communications. It will also demonstrate best practice methodology for the major channels such as e-mail, search and advertising and demonstrate through case studies the value that can be achieved through proper execution.
The course will also cover terminology and look at the future of the sector and what we might expect next.

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

Setting the Scene
• What do we mean by Digital Marketing?
• Why integration is important
• Some key terms and definitions

The Digital Consumer and Business Professional
• Who is on-line?
• How do they use the internet?
• Knowing your customers – external resources
• Knowing your customers – internal data

Planning and Strategy
• What is different about planning on-line?
• Some planning models to build with
• Budgeting – why it is different in digital marketing?
• A few legal considerations

Gathering data
• Why you need to identify individuals
• What data do you need to gather?
• Click-stream data – you are what you click

Website design and usability
• Setting objectives
• Planning your web-site – functionality, navigation, content
• Customer Personas and Customer Journeys
• Copywriting for the web
• Usability testing – how to make sure things are working
• What’s new - on-demand video, mash-ups, UGC

Tracking and measurement
• What can you measure and how do you measure
• What does good look like - key metrics
• Traffic driving – ad’s search, email, affiliates and referrals
• Web measurement – what you can track and how you can use it

Testing in Digital Marketing
• Why on-line is a testing paradise
• How do you test?
• What can you test?

Creative Considerations
• What can disrupt the user experience – browsers, firewalls and slow connections.
• How is writing for the web different to off-line?
• Costs, skills and time-scales – how to manage the creative process
• Tone of Voice guidelines
• An integrated creative experience from off-line to on-line
• Some great web sites and emails to get you thinking

The Digital Marketing Toolkit
• Display Advertising – pricing, creative and optimization
• SEO – what is it and how do you do it better?
• Paid Search – what is it and how do you do it better?
• Affiliate Marketing – what is it and how do you do it better?
• Email marketing – for acquisition? For retention?
• Viral Marketing – why it’s hard to get right
• On-line PR – what are the secrets?
• Interactive TV – what can it do for your business?
• Mobile – acquisition and retention…anywhere!
• Other acquisition tools – gaming, blogging, pod-casting

• What are the key considerations for digital marketers
• What will the future hold
• How to build the dream on-line strategy
• Further reading and sites to keep an eye on.


David Hughes runs an independent digital marketing consultancy, Non-Line Marketing, which helps clients get the most out of their on and off-line integrated communications. His experience of off-line direct marketing allied to over 10 years experience in digital marketing allows him to identify and exploit cross-channel opportunities. In a world where digital and traditional worlds are beginning to collide, David helps clients optimise both these techniques.

Over the past 5 years David has been working at the heart of the digital marketing world. He is the Course Tutor for the Institute of Direct Marketing’s Diploma in Digital Marketing qualification as well as being a member of the Certificate and Diploma in Interactive Marketing Examination board and a member of their Digital Marketing Council. A number of professional short courses are run by David including BtoB Email Marketing, an advanced 2 day email marketing course and a three-day “Complete Digital Marketing” programme.
As a founder member of the Direct Marketing Association Email Marketing Council he has worked on many industry initiatives and is a regular speaker for the DMA on email legal, strategic, creative and multi-channel issues. He is the author of the DMA/tank! Email Marketing Benchmarking Report that provides insight into email key performance indicators on a quarterly basis.
David works with a number of organisations, both BtoB and BtoC, helping them to understand and optimise digital marketing opportunities. He also works with technology providers and agency partners to add a “professional services” dimension to their offering. Working directly with clients, David exploits the opportunities that digital marketing creates from gathering profile data, developing testing strategies through to building and analysing contact and conversion strategies. His specialist knowledge of email marketing data, creative and broadcast technologies allows companies to “fast-track” their email marketing programmes so they deliver better results more efficiently.
In 2006 the Chartered Institute of Marketing invited David to join their Faculty of Speakers of their Training Academy and David delivers in-company training and consulting for their client partners. Finally, David is Director of the Tank! On-line Marketing Action Group, an invitation-only client-only marking community. David develops “thought leadership” programmes so that members can understand and better manage critical on-line marketing issues in a 12-18 months time frame.

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Added by training on August 1, 2007