3 day Masterclass

Digital Marketing


Learn how to build an effective digital marketing strategy to achieve your organisational goals.

This course will help you make sense of the rise of digital media used for customer engagement by examining the technological evolution that has driven both social change and purchasing pattern shifts. We will focus on understanding how to best motivate and work with the customer throughout the purchasing lifecycle.

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get the latest insight

Gain insight into digital marketing tools

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develop new skills

Create an omni-channel marketing approach

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get practical

Improve your conversion and retention strategies

Get the confidence, tools and techniques to build the right digital strategy for your organisation 

This course will equip you with the knowledge, confidence, tools and techniques to build and fine tune the digital marketing strategy for your organisation. The creative use of data in digital marketing, rather than just working with a set of statistics, will provide more useful insights.

This course is designed for those with marketing experience but that have less exposure to online digital marketing channels, or those with experience in specific digital disciplines, who want to know how different channels can fit together.  It is also for marketers who have been “doing” digital but want to set their experiences in context of others and discover some new approaches.

In just 3 days you will:

  • Understand how to structure a digital marketing plan
  • Obtain unique insights on how to profile your customers more effectively
  • Underpin your strategic decisions with digital transaction records and auditable information
  • Realise why offline and online your target customers receive different messages that need to be coordinated
  • Articulate your brand’s value proposition in your digital marketing activities
  • Discover how crafting your digital marketing experience plays a pivotal role in your marketing communication
  • Engage your digital marketing strategy to key organisational stakeholders with greater conviction
  • Justify why your organization needs to invest in digital marketing activities to your CMO and CIO
  • Appreciate how to build a consistent digital messaging campaign using design, communications, behavior and transactional data
  • Learn from other senior executives that will attend this Masterclass due to its practical and interactive style

Organisations that will benefit:

  • B2C Retailers
  • Banks & Financial Services
  • Hotels, Restaurants & Hospitality Services
  • Service Providers
  • Business Analytics Firms
  • Payment Providers
  • Marketing Agencies
  • Corporations
  • Government Agencies

Who will attend:

  • CMO
  • Heads of Analytics
  • Marketing Managers
  • Product Marketing Executives
  • Product Managers
  • Product Designers
  • Service Marketing Executives
  • Advertising
  • Social Media
  • Public Relations

Course Agenda

  • Course introduction
  • Speed networking
  • Overview of the fundamentals of digital marketing
  • The 10 most important steps for a successful digital strategy
  • Building online customer-focused programs
  • Creating content and developing your digital assets
  • Making it mobile
  • Exercise: Social media outreach
  • Case study: Engagement strategy
  • Conversion
  • Best practices for optimizing your delivery
  • Conversion optimisation: Creating stickiness in your site
  • Building for usability and web design
  • Optimisation and user testing
  • Digital native content vs paid advertising
  • Case study: - Conversion planning
  • How clean is your database?
  • Segmentation and targeting for better understanding
  • Monitoring your brand online
  • Channel integration, behavioral targeting and interaction management
  • Exercise: Building omni-channel relationships
  • Analytical tools to win new customers and deepening existing relationships
  • Data, tracking and measurement
  • Cost analysis – Is CPC the real metric?
  • Integrated on/offline marketing
  • Working with affiliates and measuring their contribution
  • Exercise: Trying mobile marketing automation (MMA)
  • Case study: Measurement and Strategy
  • Wrap-up of the course

For further information please call: +44 (0)207 092 1045

  • “An inspiring course regarding the topics and social media, how to measure tools and analysis...Now is time for practice and implementation!”

    - Head of Marketing, DocMorris

  • “This course prepares you to return to your company with practical and immediate solutions”

    - Digital communication executive, Jogos Santa Casa

  • “A valuable and intense programme that really helped me understand the fundamentals of digital marketing”

    - Head of Global Oncology Marketing, Boehringer Ingelheim Pharma


We can come to you too! If you have a team of six or more, why not hold a private course? Our experts come to you and the course is tailored to your requirements.

Call +44 (0)20 7092 1045 (United Kingdom)
or emma-jane.dinan@terrapinn.com (Asia Pacific)
for more details


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