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Advanced Digital Marketing Masterclass

London, December 5th 2016

The Innovation Enterprise Academy will deliver a series of one-day training courses aimed at helping attendees confront the challenges they, and their organisations, must overcome to maintain their competitive edge. These one-day courses will focus on a range of topics, including embracing and fully harnessing the power of data & digital channels, creating high-quality content, and developing creative strategies for future growth.

Course Overview

Covering the essential strategies, planning and tactics, this one-day course explores best practice in key digital marketing channels including social and content marketing, search engine optimization, paid search marketing, and digital display. Specifically designed to fast-track essential knowledge and application, the course incorporates latest techniques and compelling case studies to give your digital marketing a real edge.

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Course Content

The Digital Marketing Context

  • Key principles of Digital Marketing
  • Digital Marketing Planning – a framework for getting it right
  • Understanding the role of Paid, Owned and Earned media
  • Using the customer journey and objectives to inform channel selection

Content, Content Marketing and Social Media

  • Principles of content strategy
  • Using social media for consumer engagement and paid (native) advertising
  • Shareable content, harnessing advocacy
  • Introduction to Marketing Automation and Email

Search Marketing

  • Introduction to the core principles of SEO and PPC
  • How search engines rank content and how to get to the top of the rankings
  • Using paid search in integrated campaigns
  • Keyword strategy – aligning search marketing with other activity

Digital Display

  • Introduction to the principles of digital display
  • Display targeting and optimisation
  • Display creative – aligning to objective
  • Display trading and delivery

Measurement and Intgeration

  • Bringing it all together – a framework for measures
  • Introduction to using analytics
  • Integrating digital and offline marketing

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Your Instructor


Neil Perkin
Neil Perkin

Neil Perkin is a regular keynote speaker across Europe on content strategy, digital transformation, and digital strategy, and has been named by BIMA (British Interactive Media Association) as one of the most influential people in the UK digital industry for two years in a row. He curates the global quarterly series of Firestarters thought leadership events on behalf of Google, is a keynote speaker on the Google Squared programme and has worked with market-leading global businesses including The Financial Times, BBC, Warner Bros, the UK Government, Unilever and YouTube


Course Information

Time: 10.00 - 16.30

Date: December 5th 2016

Address: 70 Clifton Street, London EC2A 4HB

Price: £350


You'll be sent a welcome pack from us with a full schedule breakdown and more basic information.




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Innovation Enterprise Academy

We are a leadership and management training provider. We offer a range of workshops, immersive onsite programs, online educational programming, and OnDemand presentations - all of which are delivered by leading industry experts. They provide tried and tested insights that can be applied to your organisation, delivering immediate, measurable results and giving you the knowledge and skills to confront real world challenges.

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