Spring Term 2008

Could you and your team achieve more with the help of expert training in digital marketing and publishing? Digital’s practice was set up in 2000, and our trainers started teaching online marketing more than a decade ago. There are more than 40 different topic areas we cover, and you can choose from three levels: orientation (for newcomers to the industry), advanced (for those with up to two years’ experience), or masterclasses for those with over five years experience who have specific business challenges to solve. If budgets are tight and you can’t afford our in-company bespoke learning programmes, then why not join one of our team on the public access classes we run? They’re a very cost effective way for your company to tap into some world-class digital training. We can quickly train small teams from scratch, bolster the skills in larger organizations, or get new joiners up to speed.

Web Analytics 2.0: Advertising and media measurement

Learn to count, how to count it and how to use what you count. In Web Analytics Academy you'll discover why most web businesses are flying blind, failing to have the right key performance indicators in place and why many more waste energy tracking the wrong thing altogether. Find out what to trust and what to ignore. Get it right and your marketing becomes truly trackable and your KPIs really meaningful.

It's not about the technology, it's about the people. That may seem like an odd learning point for a web analytics Academy, but while every website has a smart stats package, how many firms have 'data analysts' to interpret what it says or act on what they learn? If you do then rest easy: you're well ahead of the pack and gaining ground on your competitors. Our advice? For every dollar spent on software, put ten or more into the people who interpret it. Get your resources right and you'll be able to unlock the real value of understanding where your customers are going. Use the Web Analytics Digital Classroom for questions.

Video introduction to the Digital Web Analytics Academy | More tips? Digital Analytics Academy Classroom | Enquire about bookings | Request a skills assessment

Masterclasses for web publishers

With rapid development continuing to be the norm, publishers need to be able to read the landscape and work as a team to set the right direction. Familiarity with the key principles behind different generations of websites is the starting point in that navigation. This reveals implications for the site's business models and explains why some add little value and represent false paths, while others lead through the easy ground towards strong commercial growth.

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Getting to grips with online ad trafficking

Designed for newcomers to the world of online ad trafficking, getting you up to speed with ad traffic processes and giving you a framework you can apply to future campaigns. This hands-on course for advertising operations teams teaches the basics of advertising trafficking and scheduling. It's an orientation to the principles and theory, and a roadmap for applying them to your workflow. You'll see how popular toolkits work them and get a clear picture of how trafficking fits into the bigger picture.

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Independent training for digital marketers

Getting your products found online can be like asking your customers to find the proverbial needle in the haystack. Search engines are key to your business and our one day orientation gives you all the basics you need to get started in effective search engine advertising and marketing. You'll get to grips with the mechanics of search, pay-per-click advertising and the basics of search engine optimisation. It's your fast track to being able to make informed decisions about when, where, and how to harness the power of search engine advertising. It concentrates on the essential knowledge you need, gives you a framework for the future, and delivers practical tips your company can use straight away.

We've been running The Search Academy for over three years and even last week we're still hearing learners talk (rather embarrassingly) of multi million search campaigns that don't have specific, measurable or time-bound objectives. Crazy, but true. We talk about SMART marketing objectives a great deal and I've posted some examples in one of the public Search Academy Classroom comment pages.

More tips? Digital Search Academy Classroom | Enquire about bookings | Request a skills assessment

Getting to grips with online media sales

More tips? Digital Media Sales Academy Classroom | Enquire about bookings | Request a skills assessment

Get started in writing and producing for the web

Writing and producing for the web has a great deal in common with developing content and programming for traditional print and broadcast media, and this conversion course helps editorial teams with strong classic media experience transition into these new channels. Strengthening your team with knowledge of how online content builds audiences, and how communities and social media can boost traffic is key for in helping get the most from your assets. Video content and datafeeds can also transform the success of a website, but only when they’re part of a strong publishing strategy. Editorial teams need the knowledge about how the online environment works to help boost audiences and bring more people to your site. This academy helps existing journalists and producers get their knowledge to the right level. Not only does each person’s productivity increase, but the whole crew delivers better results. It’s hands-on, practical and focused on your sites.

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Selling online content effectively

Selling content and services into the online media industry demands a good understanding of how online publishing works. Strengthening your team with knowledge of how content builds audiences, and how communities and social media can boost traffic is key for successful sales to online media. Video content and datafeeds can transform the success of a website, but only when they're part of a strong publishing strategy. Sales teams need the knowledge about how the online markets work to help web publishers unlock the potential for their audiences. Even a great sales person can be lost in the maze of metrics, daunted by the jargon and unclear about whether the products pitched will meet client objectives. This academy gets the team's knowledge to the right level; not only does each person's productivity increase, but the whole crew delivers better results. Hands-on, practical and focused on sales: just what's needed.

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My email marketing plan

Writing your email marketing plan. At Digital we hate training that sits on the shelf gathering dust. The aim of our Academies are to change the way you and your team behaves in the digital market and this exercise is designed to draw together some of the key points to help build your marketing plan. Even if you are not normally the plan's author, even if you have agencies and teams of digital specialists working with you, walking through the steps in the plan is key to experiencing the challenges and questions your colleagues will face. For many of our participants it's an exercise they can refer to throughout the next few years; for some it may even form the start of the plan itself.

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Getting to grips with online media planning

More tips? Digital Media Planning Academy Classroom | Enquire about bookings | Request a skills assessment

Media consumption in a digital networked world

The sudden arrival of digital networked media in our homes and offices has changed the way we use technology. It's having a profound effect on our ‘media diet', and as the services available online broaden, so too do the reasons why we log on and communicate. From entertainment and chatting, to making cheap phone calls and emails, from shopping and searching, to studying and researching: it's all happening on the web. As the time consumers spend with all media adjusts to compensate for this, our Academy explains the trends and gives you the key facts. And along the way we'll touch on some of the milestones of the growth of digital media in our lives.

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Understanding online communities

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Corporate communications directors: Blogging, CSR and getting to grips with a new corporate communications channel

All you need to know, packed into an afternoon! Blogging has suddenly arrived in the world of corporate communications. Whether we like it or not people are out there talking about our brands and our businesses. They are doing it in public and, thanks to Google and those other search tools, anyone can find out what they are saying within a click of a mouse.

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Getting to grips with blogging for business

Social and professional communities have now moved to the web and there are new ways to interact. Suddenly every website publisher wants a blog. Whether it's in the structure of a diary, the space for an opinionated director to talk, or a way of unlocking their corporate social responsibility messages, blogs are the seen as the key. They are the simplest form of user generate content and used well they can transform your image and strengthen wider corporate communications objectives. Yet while blogging has washed over the industry like a tidal wave, few blogs truly succeed. The software is only the starting point, and building the right personality and message needs to be part of a wider strategy. In Digital's Blogging Academy we look at the formula for success, the best in best practice and explain the rules and structures for creating successful blogs.

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