IAB Research and Strategy Course

Event Info

Thu 18 Mar, 2010 from 9:30am - 5:00pm
Internet Advertising Bureau
14 Macklin Street
Covent Garden, WC2B 5NF, UK (Map)
Cost: 500 - members


What it covers

When it comes to brand building digital marketing is one of the most powerful weapons in a marketer’s armoury. The explosion in internet use has opened up a whole new range of tools and platforms, as well as new audiences, which brands can use to increase their online presence. 

Like traditional marketing methods digital marketing activity is most effective when employed as part of an overall strategy, occasionally dabbling in Facebook is not going to mean your brand reaches the top of the digital hill. Run over one day this course will give delegates a comprehensive guide to the key digital marketing disciplines which when deployed as part of a considered strategy can be used to enhance online brand awareness even in the most competitive of markets. 


Course content:Digital strategy frameworks and planning toolsKey research tools and how to use them e.g. hitwise, compete, GoogleHear about the digital consumer trends that are driving business impactDiscover the impact of digital on purchasing habitsDigital marketing research techniques – quantitative and qualitativeHow to Interpret web data to gain insight into consumer behaviourThe key web metrics platforms and how to use themHow to use segmentation and personas to identify target audiencesKey integrated case studies and analysis of how to achieve successful integrationThe tools and processes behind successful measurement and optimisationA detailed implementation plan for optimisation processesLearn about the key digital trends 

Who Should Attend?PlannersPublishersResearchers 

Skill LevelAdvanced 


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