This event will help you to build an effective and realistic digital marketing plan, beginning with factors such as brand identification and consistency and moving rapidly into search marketing, content optimisation, social media strategy and developing and converting sales leads. The marketing plan will take into account resource limitations of smaller companies. The plan will be focussed on strategies appropriate for a content-driven business.

This event is free of charge to attend. You must sign up online in advance to secure your place.

Registration and Networking Lunch 1pm

Seminar 2pm - 5pm

Please bring your own device, PCs are not provided.

Workshop outline

Digital marketing and the modern organisation

• Importance of digital media in the marketing mix
• Integrating digital and traditional media
• Digital marketing internationally

Formulating a digital media strategy

• Overview of the digital marketing planning process - The SOSTAC model
• The digital macro-environment

Overview of digital channels

• When to choose Search
• When to choose Display
• When to choose Video
• When to choose Social
• When to choose Mobile
• When to choose Email

Financial considerations

• Developing budgets
• The justification of digital media spend

Performance Management

• Defining success and failure in advance
• Evaluation and improvement of business-to-consumer and business-to-business digital marketing practice

Analysis of Performance Metrics to inform Strategy

• CPC buying model
• CPM buying model
• CPA buying model
• Using the RACE model

Learning Outcomes

1. Identify the importance of planning digital and digital campaign management.
2. Prepare and communicate a defined strategy to market a product/service via digital media.
3. Appraise the key metrics that indicate performance of digital marketing campaigns.

Who should attend?

Owner-managers and sales, marketing and operations management in AV production, animation, games, ICT, music and film companies.

About your trainer

Joanne Casey has over 9 years' experience working on digital marketing campaigns specialising in search strategy, conversion optimisation, econometric modelling, website analytics and usability. She has executed and managed many large scale campaigns across the UK and Ireland for clients including TV3, O2, Vodafone, P&G, Siemens, Sage and Kraft. Joanne is a regular speaker at digital and analytics events across Ireland and the UK.

The small print

There is no charge to attend. We will request that you sign in to confirm your attendance on the day

Honeycomb Creative Works events are available to participants living and/or working in the Interreg IVA region. When you sign up, please make it clear from your address that you either live or work in one of the following areas to attend these events: NI ex Greater Belfast, Border counties of ROI (Louth, Cavan, Monaghan, Sligo, Leitrim, Donegal), Western seaboard of Scotland (Lochaber, Skye and Lochalsh, Arran and Cumbrae and Argyll and Bute, Dumfries and Galloway, East Ayrshire and North Ayrshire mainland and South Ayrshire)

Please be aware that Honeycomb Creative Works events are not available to those living and/or working in Belfast, Carrickfergus, Newtownabbey, Lisburn, Castlereagh or North Down.