Building Integrated Multi-Channel Digital Marketing Campaigns

Course Overview

A message about multi-channel digital campaigns that tries to reach everyone reaches nobody. Activity in the wider marketing and commercial practice agenda is easy to generate and easy to mistake for progress. Content is organised around the decisions practitioners actually face in the practice within marketing and commercial practice, not around theory headings. Participants take away a working set of documents supporting multi-channel digital campaigns, ready to be adapted internally. Benchmarking exercises repeatedly place this strand of marketing and commercial practice among the areas with the widest performance spread. Buying a tool rarely fixes this area of marketing and commercial practice; the underlying capability has to be built internally first. Discussion is anchored to worked examples of multi-channel digital campaigns rather than to abstract argument. The programme works equally well for those formalising the wider marketing and commercial practice agenda for the first time and those improving an existing approach. The programme closes with an action plan for this part of marketing and commercial practice that each participant writes for their own organisation.