As a professional marketer, you know that digital is not a standalone activity, and it takes a professional marketer to stitch online together with offline to create an effective strategy.
It is our responsibility to ensure we are the ones driving the overall business strategy and implementing the tactics that will drive the highest degree of revenue for the business.
This 2-day course has been devised by the Marketing Institute precisely to help you to create the optimal strategy for all aspects of your marketing. As the professional body for marketing people in Ireland, we understand the complexities and the realities faced by marketers in the real world, and this course reflects the need for practicable responses to the most common challenges facing our members in grappling with digital challenges and opportunities.
The consumer in this digital age expects marketers to be creative and personalised with their messaging, to deliver through the channel that they want, at the exact moment they want it. So how do you keep your strategy updated when your focus is a moving target?
Our signature 2-day “Marketing Strategy & Tactics in a Digital World” this course will enable you to stay on top of your game and implement the optimal strategy for your organisation in 2016.
In this course we aim to show you how to boost your short term marketing results via proven techniques, how to build long-term sustainable competitive advantage by developing a more strategic perspective, and how to become a world class marketer (if you do everything we recommend on this course).
We’ll walk you through all you need to know to knock your plan into shape for the year ahead, and beyond. We’ll show you how to avoid the classic mistakes, exploit new digital tactical tools, build an integrated strategy, develop your plan and measure results to ensure you continually boost your results.
We are delighted to have this course led by our colleague and long-standing Institute member, PR Smith,www.PRSmith.org a leading luminary in digital marketing internationally, and best-selling author, trainer and consultant.
You can revisit, or activate a particular aspect of this course via a complementary suite of resources which include short online video tutorials, a workbook and the practical text book. Attendees on this programme will receive a copy of: The SOSTAC(r) Guide To Your Perfect Digital Marketing Plan by PR Smith
Member Rate: €650, Non-Member Rate: €850
This course takes place in the The Marketing Institute, South County Business Park, Leopardstown, Dublin 18. It is a two-day course starting at 9:00am and finishing approximately at 5:00pm on Thursday 10 and Friday 11 November 2016.
Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.
Please email me on firstname.lastname@example.org or call Ailish on 01 295 2355, Ext 4.
PR Smith Digital Marketing Lecturer
PR Smith trains and advises blue chips as well as smaller innovative businesses through bodies such as the Marketing Institute of Ireland and UK Government's Growth Accelerator Programme. Paul's clients include Irish global renewable energy company, Mainstream Renewable Power, automated marketing specialists, Clever-Touch, personalised online tour guides and other disruptive start-ups. Paul’s eMarketing eXcellence book is a recommended text and his new SOSTAC® Guide To Your Perfect Digital Marketing Plan is proving popular. His four other books are translated into seven languages. Paul's SOSTAC® Marketing Planning System is used by organisations around the world and has prompted Paul to set up SOSTAC® Registered Consultants and Learning Centres. Paul's NFP social media driven edutainment programme, The Great Sportsmanship Programme, is designed to inspire a new generation of global citizens through true two minute stories.
09.15 – 10.45 Session 1: Marketing Plans & Situation Analysis
10.45 – 11:00 Coffee
11:00 – 12.30 Session 2: Situation Analysis (Customer Analysis)
12.30 – 13.30 Lunch
13.30 – 15.00 Session 3: Objectives (from mission to vision to KPI Pyramid)
15.00 – 15.15 Tea
15.15 – 16.45 Session 4: Strategy (the heart of the plan)
16.45 – 17.00 Summary
09.15 – 10.45 Session 1: Tactics (part a)
10.45 – 11:00 Coffee
11:00 – 12.30 Session 2: Tactics (part b)
12.30 – 13.30 Lunch
13.30 – 15.00 Session 3: Action (tips & techniques)
15.00 – 15.15 Tea
15.15 – 16.45 Session 4: Control (measuring KPIs) & Creative Thinking
16.45 – 17.00 Summary& Farewell
By the end of these 2 days:
You will be able to write the perfect Digital Marketing Plan
• Analyse Your Market
• Clarify Your Objectives
• Develop Your Strategy
• Exploit Tactical Channels
• Avoid The Classic Mistakes
• Measure & Improve Performance via Constant Beta Culture
You will understand
• Sustainable Competitive Advantage
• Social Media & The Ladder Of Engagement
• Digital Marketing Strategy
• Digital Marketing Toolset (pros & cons)
• 20 Essentials to establish credibility & trust
• 10 Tactical tools to get more visitors (advantages & disadvantages)
• 10 Conversion Actions (visitors to customers)
• 5 Conversion Actions ( customers to lifetime customers)
• The classic mistakes and pitfalls to avoid online
• Best Practice tips, techniques and golden rules
You will also
• Advance your career with practical knowledge
• Have access to continual improvement via some online tutorials, articles and my blog posts plus facebook marketing updates whenever you need them in the future.
Introduction Digital Marketing Trends & SOSTAC® Marketing Plan
Situation Analysis (where are we now): Customers, Competition, Trends & Influencers; Who are your customers? Why do visitors visit and come back? What satisfies them? How do they buy? How do they process information?
Objectives (where do we want to go): C level, marketing and operational objectives from mission to vision to the KPI Pyramid; plus inspirational objectives including ‘sizzle’ objectives
Strategy: (how do we get there): why strategy is critical; types of strategy; key components of strategy; strategic options, testing your strategy
09:00 - 17:00 - Day 2: Tactics, Action & Control
Tactics (the details of strategy): All 10 comms tools. Advantages & disadvantages. The tactical matrix. Creative tactics.Owned, Earned & Paid Media.
Actions (the details of Tactics): how to ensure excellence in execution. The need for Internal Marketing. 20 Actions to develop credibility. 10 actions to boost visitor conversions to sales; 5 actions to nurture customers into lifetime customers.
Control (how do you know you are getting there?): Metrics & measurements. What to measure, how often, how much it costs and, most importantly what to do with these metrics. includes constant optimization & developing a beta culture.