As customers multi-task, switch channels seamlessly and filter out interruptive, noised based communications, the need for a multichannel, integrated approach has never been greater. This one-day course, delivered by a marketing expert of over 15 years in on and offline communications, will help those who need to know how to plan, execute and measure integrated campaigns that encompass bringing traditional and new media together.
Who should attend?
Anyone with a responsibility for planning, executing and measuring integrated marketing campaigns, both online and offline. Previous attendees have included brand managers, marketing managers, campaign managers, agency account handlers, marketing executives and customer relationship managers. As an intermediate-level course it is recommended that you have some online and offline marketing experience.
How will I benefit?
You will gain an understanding of the trends affecting integrated marketing communications in today’s consumer and business environments including media fragmentation, audience shifts in consumption and the growing reliance on the web and social media. This will enable you to plan and execute an effective multichannel campaign utilising both online and offline media.
What will I learn?
Using case studies and examples, this lively, discussion-led course will help marketers appreciate the complexities of multichannel campaigns, whilst also highlighting key considerations marketers should make around customer insight, creative, channel selection, measurement and budgeting. The course is organised in three key areas: planning and strategy, integration, and delivery measurement and analysis.
Planning and strategy
• How online & traditional offline media is converging
• Audience behaviour
• Which channels work well together
• Selecting the right channels, tactics and metrics for your campaign
• Key considerations to take into account when briefing and developing creative campaigns for multichannel use.
• Understanding the importance of integrated marketing communications
• The tools used by planners when developing integrated multichannel campaigns
• Considerations for direct response versus brand objectives
• Integrating creative, the importance of relevance and good call to action
• Media buying options, rates and the art of negotiation
Delivery, measurement and analysis
• How to evaluate multichannel campaigns and what are the key complexities with on to offline / offline to online customer journeys
• Measuring campaign effectiveness
Official Website: http://econsultancy.com/training/courses/multichannel-marketing
Added by E-consultancy on October 27, 2009