As customers connect with brands across multiple channels, both on and offline, marketers are being required to plan around these connected users and place data at the heart of their activity.
This course will outline how you can put the customer at the centre and make a case for joined-up business, marketing and comms. Emerge with new frames of reference that will inform your day to day activity and empower you in your marketing career.
Digital media strategy, buying and creativity are central to marketing and over the course of the day, you'll cover the ideas, principles and techniques that contribute to those disciplines. You'll address:
- Effectiveness thinking
- Data driven planning
- Sources of insight
- Strategic models
- Testing approaches
- Ways to work with creative agencies across bought, owned and earned media