Marketing Skills: E-marketing: Running Effective Campaigns

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Course Overview

To show you how to create online elements of successful integrated marketing campaigns by learning success factors for different online campaign tools such as email marketing, online advertising, online public relations (PR) and viral marketing. You will also review opportunities for other online marketing tools that can be deployed on a continuous basis including search marketing, affiliate marketing and related website landing pages/microsites.

Audience

Marketing or brand managers wanting to create a plan to integrate digital marketing into their operations, or marketing executives or campaign managers tasked with running marketing campaigns in-house or through agencies.

Skills Gained

Your organisation will develop a planned, measured approach to online marketing, with more effective media spend, improved campaign optimisation, better online-offline integration and increased campaign return on investment (ROI).

You will be able to confidently produce an e-marketing plan for your organisation. Write more briefs for e-marketing elements of your marketing campaign and ask the 'tough questions' about e-marketing tools of agencies when they're pitching for your budget. You will be able to evaluate and improve your mix of e-marketing tools and ensure the different e-marketing tools are used to best effect.

Course Outline

• Plan campaigns: Creating annual and specific plans for e-marketing campaign
• Media selection and integration: Choose the best sequence and mix of online and offline tools. Buying cost-effective online media
• Tips for campaign success: 'Rules of thumb' for devising offers, targeting and creative that work for your company online
• Evaluation and improvement: Using spreadsheet-based metrics to compare campaigns

Marketing Skills: E-marketing: Running Effective Campaigns / 0767