About this course

Course code TP401
Duration 1 Day

Consumers don't see 'channels'. They may see brands, but they're focused on their own very specific needs and objectives, and will use their preferred means to achieve them, disregarding anything that is irrelevant or complex. Despite this, businesses and marketing departments are often structured, resourced and budgeted around individual marketing channels, and hence there can be a disconnect between consumers and brands….or even within businesses themselves.

This one-day course will help you to understand the various consumer mind-sets and the different journeys they take to achieve their goals, enabling you to formulate a multichannel marketing strategy that ensures you can deliver the right content, to the right person, through the blend of channels they prefer. Having mapped this out for your own business, you will then gain an understanding of the key measures and how to bring these together in a meaningful context.

Prerequisites

Who Should Attend?

This course is ideal for both traditional and digital B2C marketers who have been charged with the responsibility for planning, executing and measuring integrated marketing campaigns.

Delegates will learn how to

  • Understand the dynamics of consumer motivation and behaviour, data enrichment and align your own business proposition to suit their needs.
  • Review various consumer journey models and map out the best variant to suit your business
  • Align and integrate the various marketing channels to ensure relevance is achieved at every stage of the journey
  • Build a measurement framework that suits your own business needs.

Outline

Audience:

  • A consumer-centric framework, where the needs and behaviours of your business' audience are at the heart of your multi-channel strategy

  • Understand ways you can enrich your customer/prospect database

  • Use this intelligence to integrate multi-channel communications

Journey:

  • Review and debate funnels, loops and moments of truth

  • Assess the dynamics at play across each stage of the journey (direct with brands; and amongst consumers)

  • Map consumer journeys for your business based upon acquisition and retention

Channels:

  • Understand what channels have the most impact at each stage of the consumer journey.

  • Acquisition & Retention

  • Understand how to integrate channels around common content to achieve a better return

  • Channels include digital, social, mobile, display advertising, search, email, DM, Outdoor, TV

Measurement:

  • Understand every consumer touch-point is an opportunity to learn more about them, in order to serve them better.

  • Define the key measures for your business at each stage of the consumer journey

  • Understand how to measure them from brand recall, brand affinity, through interest and consideration, to conversion and advocacy.

1 Day

Duration

This is a QA approved partner course

Delivery Method

Delivery method

Classroom

Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

Find dates and prices

Online booking is currently not available for this course, to find out more please call us on 0345 074 7998 or email us at info@qa.com to discuss how we can help.

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