A day of email publishing design, planning, content and strategies.

Click here to request more information or to book a place

23rd June 2008 | London

Why do some campaigns gain a life of their own on the web and others never get talked about? Why do some marketing budgets stretch much further than others on the web? Why do some firms fail to unlock the value of their existing websites, content and messaging? Viral and buzz marketing are powerful sets of tools and in the right hands they can transform a web marketing presence. In the early days of the web, viral was confined to emails and video clips, but today’s rich landscape includes the range of social media, widgets and rethinking the design of your own website. Digital marketing veteran Danny Meadows-Klue leads this intensive Digital Training Academy (advanced level) which includes a marketing planning workshop that will help you turn these ideas into a structured plan for your business. If you’ve always wanted to learn how viral marketing works, then this is just what you’ve been looking for.

Materials: Materials are restricted to participants.
Bookings: To apply for a place email our events team.

In this Intensive one day Academy, you’ll learn the answers to these key questions:
How does viral marketing really work?
Why do some messages achieve the viral effect and most never get passed on?
How can you harness the power of viral messaging?
What are the tricks in getting it right?
What are the risks brands need to avoid?
What are the success factors that need to be in place?
Which models can convert buzz activity into sales?
What’s the right model for you?
How can your next product launch be accelerated through viral marketing?
How can you build seed lists and a fan base to work with in the future?

Digital Training Academy learning outcomes

You’ll come away with a deeper understanding of the theory as well as scores of practical ideas, including:
A deeper knowledge of the processes behind viral marketing
A new way of reading the social landscape
An understanding of the social media models behind the new generation of viral marketing

Who should attend?

This intensive one day Digital Training Academy is geared to the needs of:
Client side brand marketers and marketing directors
Campaign planners and strategic planners in agencies
Specialists in email marketing
Specialists in social media
Creatives developing viral communication

What’s an ‘Advanced’ level Digital Training Academy?

This level is intended for marketers who already have some experience of digital marketing and want to accelerate their use of viral and buzz communications. To get the most from an Advanced programme at the Digital Training Academy we recommend participants have at least 18 months experience in digital marketing.

What did previous Academy Graduates say about this programme?

''This Digital Training Academy opened up the world to me and started me thinking. I've got lots to find out and work on.''
''The best bits? Speakers were great and it was good to get an idea of how it works practically, rather than just the theory.''
“I now feel confident to navigate my way through this area successfully.”

Want to know more?

If you’re unsure about whether this is the right Academy (or the right level for you) then email our Academy Managers with your questions: AcademyManager@DigitalTrainingAcademy.com

12th June 2008 | London

Blogging is one of the most intimate and persuasive communication tools, yet why do most blogs fail to get readers and most readers fail to engage with blogs? In a channel that’s free to use and can transform the perception of a brand, why is much of the content copied and pasted from press releases and given scant attention by marketing teams? Get it right and blogs can transform customer communication into deep and immersive dialogue that changes brand image, conveys complex information and builds a buzz that gets customers talking and taking your messages further. From business to business and high tech, to corporate social responsibility and crisis management, blogs can be at the heart of integrated marketing communications. In today’s rich digital landscape they can form the anchor of a social media strategy, and harness email, RSS and feeds to build regular customer contact. Digital marketing veteran Danny Meadows-Klue leads this intensive Digital Training Academy (advanced level) which includes a marketing planning workshop that will help you turn these ideas into a structured plan for your business.

Materials: Materials are restricted to participants.
Bookings: To apply for a place email our events team.

In this Intensive one day Academy, you’ll learn the answers to these key questions:
What are blogs and how do they work?
How do your own blogs fit into the marketing mix?
How do independent blogs fit into the marketing mix?
Why do some blogs gain traction quickly with audiences?
Why does writing for blogs demand a new approach?
What are the tricks in getting blog marketing right?
What are the risks brands need to avoid?
What are the success factors that need to be in place?
Which models can convert blog activity into leads or sales?
What’s the right model for your firm?
How can your next product launch or brand build be accelerated through blogging?
How can you build an engine for developing regular quality content?

Digital Training Academy learning outcomes

You’ll come away with a deeper understanding of the theory as well as scores of practical ideas, including:
A deeper knowledge of the processes behind marketing through blogs
A new way of reading the social landscape blogs live within
An understanding of the social media models and their relationship to blogging content

Who should attend?

This intensive one day Digital Training Academy is geared to the needs of:
Client side brand marketers and marketing directors
Corporate communications directors
Campaign planners and strategic planners in agencies
Media owners with blog content
Specialists in blog and social media marketing
Creatives developing communication for blogs

What’s an ‘Advanced’ level Digital Training Academy?

This level is intended for marketers who already have some experience of digital marketing and want to accelerate their use of blogs in marketing. To get the most from an Advanced programme at the Digital Training Academy we recommend participants have at least 18 months experience in digital marketing.

What did previous Academy Graduates say about this programme?

''I thought the tutor was fantastic, guiding us through the material very well indeed.''
“It wasn't a bleak, 'left-on-your-own' or -work with a partner process, which can really put people off trying, everyone was individually thinking through their own plans and ideas, encouraged by the rest of the class/tutors''
“'The best parts? The exercise on formulating a marketing plan and the constant hints and tips at every stage”
''What did I most enjoy? The whole thing really – it made me very determined to set up a blog for the business which I think is the vital message that came across''

Want to know more?

If you’re unsure about whether this is the right Academy (or the right level for you) then email our Academy Managers with your questions: AcademyManager@DigitalTrainingAcademy.com

In this Public Access Academy we explore a range of the latest techniques for getting your own websites to work hard for customer acquisition. This includes harnessing the power of search engines to do the work for you, weaving the web back into the rest of your business, and thinking more smartly about how your online investments can help your customers buy from you more effectively. It’s an intensive, jargon free, learning programme, packed with practical tips you can implement straight away. Whether you are just starting out, or already have a major online presence, this will help boost the number of customers the web delivers for you.

Click here for more information and bookings

Internet advertising veteran Danny Meadows-Klue asks whether publishers explains that although publishers sell media space, advertisers are buying customers – and that’s where the problems start.

• What metrics matter in optimizing online ad campaigns?
• Can a little optimization really have a massive effect?
• What are the trends in online advertising effectiveness that are impacting optimization and performance?

Danny lifts the lid on web advertising and argues that optimizers are the unsung heroes of the marketing industry and that these are tricks almost every brand is missing.

Read the keynote report

07-10 May 2008, Southampton

There has been a fundamental shift in how customers, employees and the media want to be communicated with, demanding to participate and influence rather than simply be communicated 'at'. Through a raft of accessible and affordable technologies (social networks, blogs, wikis, podcasts - the list goes on) organisations can respond to this demand, create relationships and build loyalty. But this explosion of user-generated content presents a number of issues for the communications department, not least the upholding of brand values, maintaining a focus, managing the risk to reputation, and changing roles to become a participant in the conversation rather than the controller. Danny Meadows-Klue covers the nature of social media, the communication models, the role of brands as participants and enablers, the risks, and the models for integration into wider marketing. DigitalTrainingAcademy.com also takes a hard look at the value of these new channels and how brands on any budget can harness them. You will hear about some of the emerging trends and their impact on the future of communications.

Materials: Materials are restricted to participants.
Bookings: To apply for a place email our events team.

This session delivers Digital's "Seven Simple Steps for Getting Started in Search". You can download the summary of Danny's keynote at the Internet World annual conference in London. This session - in partnership with the IDM - explored seven simple steps for getting started in search. Get search right and it can transform your business, that's why it accounts for more than 40% of all online advertising in many countries. Search engine advertising and search engine marketing will become major tools for your brand; it's time to get you started: http://www.digitaltrainingacademy.com/searchacademy.

Materials: Materials are restricted to participants.
Bookings: To apply for a place email our events team.

Danny Meadows-Klue takes the chairmanship of the first IFRA congress to explore in depth the challenges and models for online newspaper advertising revenues. Danny was the publisher of one of Europe’s first online newspapers (www.telegraph.co.uk) before co-founding the UK and European Interactive Advertising Bureau (www.iabuk.net) trade associations, then the Digital Strategy Consulting group and the Digital Training Academy. For over ten years he has been helping online media brands boost their revenues, and over the two days he will share insights, structures and approaches newspaper directors can takeaway and implement.

Materials are restricted to participants | Contact Digital's team to book your place

Getting online news media to earn real revenues is a tougher challenge than many newspaper directors expect. Web advertising spend may now be larger than newspaper advertising in many countries, but that doesn’t mean newspapers can expect a big share. The search engines, portals and sales networks continue to dominate the sector, and as the next wave of revenue pours into social media like Facebook, newspaper sites need to fight to earn their share.

• Getting a perspective on your market share
• Understanding the relationship between content, traffic and advertising revenues
• Exploring the divergence of web advertising yields
• Reflecting on the implication for editorial content and product development
• Focusing on how to integrate Editorial content and advertising in online newspapers
• The development of advertising targeting principles
• The application of contextual advertising service models
• Integrating advanced targeting into classic editorial content
• Integrating advertising into social media
• Exploring where behavioural targeting in online advertising fits into the equation
• Key steps to be careful about when setting up advanced systems

Drawing on lessons from Digital Publishing Strategy Academies he has run across Europe, Danny will give clear tips for what works and flag up the risks. Best practice notes will be available afterwards and participants can talk with him online by emailing Danny@DigitalStrategyConsulting.com

Materials are restricted to participants | Contact Digital's team to book your place

Click here to request more information or to book a place

In this Search Academy you’ll work through your next search
marketing plan step by step, examining how on-page and off-page
factors influence your rankings in the natural listings and building
up the framework for a pay-per-click campaign. You’ll set your
search objectives and follow through the measurement practices
to check your customers are sticking with you

Click here to request more information or to book a place

Digital management coaching

With rapid development continuing to be the norm, publishers need to be able to read the landscape and work as a team to set the right direction. Familiarity with the key principles behind different generations of websites is the starting point, and harnessing social media and communities remains key to sustainable content and audience growth. This management training explores the business models and content models of online publishing, and explains why some add little value and represent false paths, while others lead through the easy ground towards strong commercial growth.

Click here for more information and bookings

“The Internet is brilliant – you can measure everything”. How many times did you hear this phrase in the early days of digital marketing? A few years on, does the promise measure up to reality, or does this sound more familiar: “we’re drowning in numbers, but lacking in meaningful analysis” and “we’ve got half a dozen different versions of the truth”?

In this presentation we’ll look at:

1. The problem with web analytics
2. The dangers of ‘last click’ analysis
3. How a taking a view of the customer's journey can fundamentally change your understanding of website data
4. Lifetime value analysis
5. The importance of segmentation

How to double the value of your website without spending more?

The intensive one day training provided by Digital Training Academy glues together the smartest techniques for cost effectively winning customers through web marketing.

The web has become the most powerful of marketing channels, yet most firms still fail to get it right, missing dozens of opportunities to win more customers who are out there and waiting to buy. That’s why we were asked to create this programme of business strategy coaching for senior marketers. Danny Meadows-Klue cuts through the jargon, to show you new ways the web can fit into your business and boost the number of customers you get overnight. Whether you sell directly through the web, use the site as a product information tool, or service customers after sale, there are many techniques we’ll show you. You’ll come away with ideas to use straight away, and enjoy some of the freshest thinking and smartest models in digital marketing.

Who should attend?

Chief executives, management board members, marketing and sales managers, marketing and internet teams.

What will you learn?

We explore a range of the latest techniques for getting your own websites to work hard for customer acquisition. This includes harnessing the power of search engines to do the work for you, weaving the web back into the rest of your business, and thinking more smartly about how your online investments can help your customers buy from you more effectively. It’s an intensive, jargon free, learning programme, packed with practical tips you can implement straight away. Whether you are just starting out, or already have a major online presence, this will help boost the number of customers the web delivers for you.

Contact BPCC to register or Digital’s team for more information. Places are strictly limited to give each of BPCC’s members specific attention.