Introduction to Online Marketing

Duration: 1 Day

Objectives

This course is aimed at those who wish to develop an online marketing campaign for their business or organisation or re-launch an existing campaign to make it more effective. The course will help you develop a targeted, effective campaign, using the right technology to get the right message to the right people.

Pre-requisites

Delegates should have an understanding of internet technologies.

Course includes

A comprehensive set of reference notes covering course topics, follow-up telephone support and, for training on Transmedia premises, lunch and refreshments.

This course is available as a private or customised course. Please phone us on 0208 269 4260 or email us for further information and to customise this course to your exact requirements.

Related Courses

"Informative, useful, relaxed - Excellent! Will certainly use Transmedia again."

Tate & Lyle

Course outline

Introduction
• Developing an online advertising campaign
• What works and what doesn’t
• What can be done in-house and what may be better outsourced to an external interactive ad agency

Banner Advertising
• What makes a site ad-worthy?
• Where to advertise?
• When to use banner ads and when to avoid them
• Banner ad sizes (Full, Skyscraper, Micro button, Vertical banner, etc)
• Why everyone hates pop-ups

Email Marketing
• Getting and using an email list
• Content writing for HTML email
• Technical overview of HTML email
• Tools of the HTML email trade

Beyond Banner Ads
• E-zine advertising
• Content sensitive advertising
• Advertorials - good or bad?

Using Rich Media
• What is rich media and why should I use it?
• What does rich media content say about you?
• Examples of effective rich media
• Interstitial advertising
• Sponsoring a particular section of a site
• Giveaways and promotions

Search Engines
• How customers use search engines
• The relationship between offline advertising and search engine activity
• Pay Per Click (PPC)
• Picking keywords for a campaign

Developing Your Own Campaign
• A 10 point campaign for successful online advertising

Measuring Results
• Analysing web logs
• Hits, impressions and page views
• What is a click through?
• How do I measure cost per click?

Questions and answers