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Course Overview This course is designed for those who wish to develop an online marketing campaign for their business or organisation or re-launch an existing campaign to make it more effective. The course will help you develop a targeted, effective campaign, using the right technology to get the right message to the right people. Prerequisites Delegates should have an understanding of internet technologies. Course Outline Introduction - Developing an online advertising campaign
- What works and what doesn't
- What can be done in-house and what can be outsourced to an external interactive ad agency
Banner Advertising - What makes a site ad-worthy?
- Where to advertise?
- When to use banner ads and when not to
- Banner ad sizes (Full, Skyscraper, Micro button, Vertical banner, etc)
- Why everyone hates pop-ups
Email Marketing - Getting and using an email list
- Content writing for HTML email
- Technical overview of HTML email
- Tools of the HTML email trade
Beyond Banner Ads - E-zine advertising
- Content sensitive advertising
- Advertorials - good or bad?
Using Rich Media - What is rich media and why should I use it?
- What does rich media content say about you?
- Examples of effective rich media
- Interstitial advertising
- Sponsoring a particular section of a site
- Giveaways and promotions
Search Engines - How customers use search engines
- The relationship between offline advertising and search engine activity
- Pay per Click (ppc)
- Picking keywords for a campaign
Developing Your Own Campaign - A 10 point campaign for successful online advertising
Measuring Results - Analysing web logs
- Hits Impressions and page views?
- What is a click through?
- How do I measure cost per click?
Questions and answers
How to make a booking for the CM030122 course
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