Digital Marketing Essentials Manchester

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(Registration 08:45 - 09:00)

Central Manchester location, address to be confirmed

Ticket Types

IAB Member:

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£750.00 + VAT

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£750.00 + VAT

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£750.00 + VAT

Non-member:

Full price tickets to events and training

£875.00 + VAT

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Event Overview

A two-day course taking place on Thursday 25 June and Thursday 2 July, 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 Thursdays. 

What will you learn?

  • Key aspects of the digital marketing ecosystem in 2020
  • The consumer path-to-purchase using analytical tools
  • Search marketing including SEO, paid search, voice, and display marketing

This course is perfect for...

  • Supply-side: Account Executives and Graduates
  • Buy-side: Account Managers, Executives and Graduates
  • Advertisers: Marketing Executives and Junior Marketing Managers

9:00
Welcome & breakfast

9:30
Introduction

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

11:00
Coffee break

11:15
Planning for success

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

12:45
Lunch break

13:30
Search: SEO, Paid & beyond

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 effective tactics

15:00
Coffee break

15:15
Strategies for search

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. 

17:00
Finish & questions

Agenda - Day Two

9:00
Welcome & breakfast

9:30
Ad tech: walled gardens
  • 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

11:00
Coffee break

11:15
Ad tech: programmatic overview
  • 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

12:45
Lunch break

13:30
Content marketing: what works & why?

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

15:00
Coffee break

15:15
Mobile: what's happening

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. 

16:00
Metrics & testing

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.

17:00
Finish & questions

Meet the trainer

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

Our events and training are CPD accredited

Continued professional development

This training is worth 6 credits towards your continued professional development

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