Digital Essentials - Newcastle

CPD Value: 8 Hours

Digital Marketing can be a confusing place full of acronyms, jargon and constant change. This intensive one-day course aims to cover the absolute fundamentals of digital marketing from search and mobile, to social and metrics. You'll check how you much you already know, grasp some stuff you never properly understood before and, no doubt, identify some areas you’ll want to go into more deeply in the future. It aims to stimulate, inform and inspire. You will finish the day with your head buzzing with new terminology, ideas and strategies.

Course Programme

Introduction: The Digital Marketing landscape
Where are we now? How did we get here? Where next?
Digital Marketing Planning - a strategic approach
Creating an effective digital marketing framework

Search Engine Marketing (SEO and PPC)
How search engines work
Keyword research analysis and tools
SEO: Link building techniques and how they help your rankings
Pay-Per-Click advertising: the essentials
Optimising your AdWords campaign (keywords, bid strategy, ad copy and creative) for
maximum ROI
Improving landing page conversion rates

Email Marketing
An overview of the email marketplace
The role of ESPs (email service providers)
Threats and challenges for email marketers
Segmenting your database: eCRM
Increasing your open and click-through rates
Email design & development do's and don'ts
Staying within the Law

Social Media
The ‘Big Four’: Facebook, Twitter, LinkedIn, YouTube
Social listening and sentiment analysis
Getting hands-on: Organising Social Media: internal structures/ responsibilities, work-flows
A strategic approach to social media

Mobile Marketing and Apps
A look at the mobile landscape and its huge growth
“There’s an App for that” (and everything else)
HTML5 and the mobile web
Location-based services: why, what and how

Usability and UX
Copy and Design: creating information architecture that delivers
Making your website GREAT™
The importance of User Testing

Web Analytics and Metrics
Launching your website is just the beginning
On-site analytics : the main platforms
The analytics dashboard
Setting up your conversion funnels
What to test and how to test
An iterative approach to optimization

Online Display Advertising
The display ecosystem: media agencies, publishers and ad networks
Ad formats: from traditional to new
Creative considerations: interruptive or permission-based?
Latest display advertising trends

What's New? What's Next?
A look ahead to the (near) future in Digital Marketing


Following this training course you will have a better understanding of:
Essential digital marketing jargon, the key channels and the underlying principles
How to put together a digital marketing strategy
How to set KPIs for your online marketing activity
Integrated Search Marketing strategies
Social Media marketing in a business context
How to effectively plan your email marketing campaigns
Online display advertising networks and banner formats
Mobile apps, mobile web and location-based services
Analytics: what to measure and how to manage


This entry-level course typically attracts attendees looking to develop an understanding of the dynamic world of digital marketing.
The course is designed to give attendees a rapid boost to their knowledge of digital marketing strategy and techniques covering a broad set of disciplines. The approach is
practical and straight-talking with case studies to bring the theory to life.

Who runs it:

Further information
For more information on this course please email

Course Dates and Locations

Everything Different, 6-8 Ravensworth Terrace, Newcastle Upon Tyne, NE4 6AU,   08 Nov 2017 09:00 - 17:30

Non-Member Ticket: £585.00
Booking Deadline: 17/10/2017

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

Institute of Practitioners in Advertising (IPA)
© 2018 IPA. All rights reserved. No part of this
site may be reproduced without our permission.