Digital Marketing Essentials

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(Registration 08:45 - 09:00)

IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF

Ticket Types

IAB Member:

Get discounted tickets to events and training

£750.00 + VAT

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£750.00 + VAT

IAB Advertiser:

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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 Monday 19 October and Monday 26 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.

 

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

Agenda - Day One

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
Break

11:15
Planning for success

We will cover using a well-established planning framework to understanding the consumer journey, as well as the role of conversion rate optimisation, setting objectives using analytical tools and finishing with an Interactive exercises using those same tools.

12:45
Lunch

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; as well as on-the-page and off-the-page tactics.

15:00
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. 

16:30
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
Break

11:15
Ad tech: programmatic overview

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); plus, difficulties and solutions to tackle complexity.

12:45
Lunch

13:30
Content marketing: what works & why?

We will cover the role of engagement in content marketing; well-established planning frameworks; hub and spoke execution techniques; automation techniques including content remarketing; the use of analytical tools for content research and a demonstration and using analytical tools

15:00
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 Cherkoff
James Cherkoff
Director, Collaborate Marketing Services
James Cherkoff
James Cherkoff
Director, Collaborate Marketing Services

Our training is CPD accredited

Continued professional development logo

This training is worth 6 credits towards your continued professional development

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.