Multichannel Marketing - The Essential Toolkit
Education
This course covers the essential factors of successful direct & digital marketing – everything from planning to execution of campaigns, how to use data and the various online and offline media effectively.
Highly practical and featuring case studies and group exercises, it’s suitable for marketers with levels of experience varying from beginner to 4-5 years who’ll learn from new theory but also engaging with others in the class.
In two days, Multichannel Marketing – The Essential Toolkit addresses:
Strategic Planning
- How to interpret a situation analysis and translate this into realistic objectives
- Formulating strategies for Acquisition, Retention and Optimisation
Database Management & Privacy
- Best practice database management techniques
- Gathering the right data and maintaining it correctly
- The essential rules you need to know to conduct your marketing activities within legal boundaries
How to Build Customer Relationships
5 Key tasks to help you build a loyal customer base one step at a time:
- Identification – casting the net to find new customers
- Conversion – how to turn enquiries into sales
- Building relationships – techniques for rewarding and developing loyalty
- Driving Value – Using data and tactics to cross-sell, up-sell and repeat sell effectively
- Reactivation – what to do when a customer lapses to win them back
Campaign Development
- How to create an effective marketing message – the 5 key elements
- How to ensure your message is delivered successfully – the 4 key components
Measurement and Testing
- What to measure and how to track it
- What to test and how to test accurately
Creativity
- Turning a campaign brief into a motivating idea
In-class practicals
The course is highly interactive and involves a number of practical exercises in which students work on case studies and develop their ideas in groups.
