Digital Marketing Essentials

Overview

A two-day course taking place on Monday 14 October and Monday 21 October, Digital Marketing Essentials equips you with all the need-to-know digital basics. Whether you’re in-house, at an agency or a publisher, this course is great if you’re new to digital or looking to get more comfortable with digital channels.

This is a two-day course taking place over two consecutive Mondays.

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IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF
IAB Members: £750.00 + VAT
Agency: £750.00 + VAT
Advertiser: £750.00 + VAT
IAB Non-members: £875.00 + VAT
Digital Marketing Essentials - October
Digital-marketing-essentials-logo

Who is this course is for?

Supply-side:

Account Executives and Graduates, plus Senior Managers who need to understand all areas of digital marketing



Buy-side:

Account Managers, Executives, Graduates and Apprentices



Advertisers:

Marketing Executives and Junior Marketing Managers



What will you learn?

This course has been designed to help you understand…
  • Key aspects of the digital marketing ecosystem in 2019, including planning and strategy, with a strong focus on real-world business outcomes

  • The consumer path-to-purchase in detail using analytical tools

  • All aspects of search marketing including SEO, paid search and voice, and display marketing



Agenda - Day One

Welcome & breakfast
9:00 - 9:30


Introduction
9:30 - 11:00

Including an overview of UK ad spend, identification of key growth areas and assessment of specific current market issues.



Coffee break
11:00 - 11:15


Planning for success
11:15 - 12:45

We will cover:

  • Using a well-established planning framework to understanding the consumer journey

  • The role of conversion rate optimisation including micro and macro conversions

  • Setting objectives using analytical tools, including financial components to measure ROI

  • Interactive exercises using analytical tools



Lunch break
12:45 - 13:30


Search: SEO, Paid & beyond
13:30 - 15:00

We will cover:

  • The role of data ‘signals’ in search, including hands-on use of analytical tools

  • How SEO operates, including the latest requirements around rankings factors

  • On-the-page and off-the-page tactics and their use as effectives tactics



Coffee break
15:00 - 15:15


Strategies for search
15:15 - 17:00

A deep-dive into how search impacts as-rank, quality score and auctions mechanics. We'll also explore various bidding strategies, including use of bid modifiers and automated techniques. 



Finish & questions
17:00


Agenda - Day Two

Welcome & breakfast
9:00 - 9:30


Ad tech: walled gardens
9:30 - 11:00
  • An overview of ad tech, including the differences between walled gardens and the open web

  • Google Ads – key formats and targeting techniques across GDN and YouTube

  • Facebook and FAN, including hands-on demonstration of Facebook Audience Insights and Ad Manager

  • How 1st, 2nd and 3rd  party data is used in data-driven targeting techniques such as Facebook Custom Audiences and Google’s RLSA



Coffee break
11:00 - 11:15


Ad tech: programmatic overview
11:15 - 12:45

We will cover:

  • The evolution of display advertising on the open web

  • The status of programmatic media in 2019, including header bidding, auction mechanics and supply path optimisation

  • The role of ad operations (e.g. tagging and tracking in third-party ad-serving)

  • Difficulties and solutions to tackle complexity



Lunch break
12:45 - 13:30


Content marketing: what works & why?
13:30 - 15:00

We will cover:

  • The role of engagement in content marketing.

  • Well-established planning frameworks with examples

  • Hub and spoke execution techniques

  • Automation techniques including content remarketing

  • Use of analytical tools for content research

  • Demonstration and exercises using analytical tools



Coffee break
15:00 - 15:15


Mobile: what's happening
15:15 - 16:00

A look at key ad spend trends in mobile, the impact of apps on consumer behaviour and user experience design, plus what developments are improving the consumer journey.  



Metrics & testing
16:00 - 17:00

What is the purpose of metrics in digital media and marketing? We’ll take a look at key metric categories and the role of testing .



Finish & questions
17:00


Meet your trainer

James-Cherkov-headshot
James Cherkoff
Director, Collaborate Marketing Services

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