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Stay one digital step ahead Econsultancy training: Winter 2015 Have a question? Phone: +44 (0)20 7269 1470 From insight to execution – training from the experts. For the last 15 years, Econsultancy has been talking about, analysing and celebrating everything that makes working in the digital space so exciting. We live and breathe digital and distil our insight into training that feels like so much more than just a day out of the office. Because at Econsultancy, it’s not just about the training. It’s about the research and the expertise that lies within our network. Trainers who practice what they preach on a daily basis and who mentor and advise business leaders from the world’s biggest brands. A team of hard-working, passionate analysts who make it their job to get to the bottom of the newest innovations, the latest trends and the most pertinent questions in digital marketing and ecommerce. Some of the most inspiring events on the marketing industry’s calendar. All run by Econsultancy. Join some of the most engaged professionals within the industry for training that’s relevant, thought-provoking and contains content that’s streets ahead of the rest. Find out more: www.econsultancy.com/learning What kind of training would suit you best? Fast Track Masterclasses Attend a Fast Track course for essential digital marketing know-how. Our Fast Track courses attract a wide variety of professionals – from graduates to senior business leaders. Even those who have been digital specialists for years find our Fast Track courses beneficial. Over three-days, gain both a theoretical and practical understanding of a specific subject. Suitable for digital practitioners who would like to consolidate their knowledge and apply more sophisticated techniques, these courses provide the kind of in-depth knowledge that can take years to learn on the job. One day training courses Jam-packed with insight, case studies and practical techniques you can use straight away, one day courses provide best practice knowledge and an opportunity to discuss your most pressing issues with an expert. Elearning M: Y: A comprehensive introduction to core digital skills, delivered through convenient, interactive online modules. Available as part of your Econsultancy subscription. Advanced workshops In-company training Benchmark your knowledge and practices against those in a range of industries in these discussionled workshops. Move your strategy to the next level and explore new ways of addressing your biggest obstacles. From running one of our courses at your offices, to developing an entirely bespoke training programme designed with your team, organisation or sector’s specific requirements in mind, in-company training ensures delegates come away with the most relevant insight for them. To find out more visit: econsultancy.com/learn or phone +44 (0)20 7269 1470 Digital marketing training – your starting point Whether you’ve been ‘doing digital’ for a long time or are just starting out, it pays to get the fundamentals right. These are our recommended, absolute essentials – the courses every good digital marketer needs to ensure they’re setting off on the right track. • Fast Track Digital Marketing • Digital Content Strategy • Fast Track Social Media • Online Copywriting Catch up on your reading: Report: Skills of the Modern Marketer See how your own skills line up with the requirements of senior marketers. As technology changes the way brands interact with customers, being technically adept and more data focused are often considered key for marketers. However, having the ability to embrace change, spot opportunities and adapt quickly are also hugely important. In this thought-provoking research, Ashley Friedlein sets out to define which skills are most in demand and what makes for a truly effective marketer. To find out more visit: hello.econsultancy.com/start-training “Digital marketing isn’t complicated it’s just hard!” Russell Davies of Government Digital Service speaking at the Festival of Marketing. Yo Create a story around your brand er train r u Inspire, inform and educate your customers by creating and curating relevant, quality content. These courses will give you the know-how to build a story around your brand and create a connection with your customers that goes beyond a simple transaction. • Digital Content Strategy • Content Marketing and Editorial Planning Tim Fidgeon Online copywriting and content marketing Tim Fidgeon has been helping companies develop market-leading digital strategies, experiences and content since the late 90s. He is now a freelance trainer and consultant working with many brands including Coca-Cola, Sony, Vodafone and General Motors. • Content Marketing for Web, Mobile and Social Media • Online Copywriting • Online Copywriting – Advanced • Online Video Marketing Strategy Get some reading time in: Report: 100+ Practical Content Marketing Tips Providing a wealth of advice into how you can optimise the creation, promotion and measurement of content, this practical report draws on many of the learnings from writing for and editing the Econsultancy blog, although the lessons apply equally well to other types of content. To find out more visit: hello.econsultancy.com/story Engage and retain your customers Your tra in • Social Media & Online PR • Email Marketing • Online Community Management • Email Marketing – Advanced • Social Media & Online PR – B2B • eCRM • Facebook Marketing for Brands • Masterclass: eCRM • Fast Track Social Media Read about customer retention: Blog post: What is customer retention and why do you need it? The beginners’ guide to customer retention, this highly informative blog post will show you exactly what it is that makes for successful customer retention with plenty of useful examples included. To find out more visit: hello.econsultancy.com/engage er Your current customers are your biggest asset. Develop great relationships with them by adding value and building a community – join us on one of these fascinating courses that will show you how you can create long-lasting customer loyalty. Michelle Goodall Social media Formerly Digital Director at Top 20 PR Agency Lexis PR, Michelle has over 14 years strategy communications consultancy and implementation experience. She was on the London 2012 PR contingency committee and has been listed on Freshnetwork’s Top 20 social media speakers and experts. Integrate your activity “The straight shot from discovery to checkout no longer exists. Instead, it has been replaced by a zigzagging, interwoven path of touchpoints, screens and interactions.” Your tra Rachel Serpa, Repaving the customer journey: preparing for the future of multichannel, Econsultancy blog. er in How do you create a consistently positive, joined up experience for your customers? It’s a huge challenge for organisations in every sector but with the right resources and knowledge, you can meet your customers where they are and provide them with content, services or information that’s truly relevant. • eCRM • Masterclass: eCRM • Multichannel Marketing and the Customer Journey • Mobile Strategy Read more: Blog post: Repaving the customer journey: preparing for the future of multichannel How do you navigate a multichannel landscape while serving up meaningful customer experiences? This article looks at a few key pointers to help you connect the dots. Simon Andrews Mobile Strategy Simon has run digital agencies since 2005 and in 2010 launched full service mobile agency Addictive. He also started the agency that became Modem Media, growing it from 6 people to over 250 in London, Paris and Munich. To find out more visit: hello.econsultancy.com/integrate Get your facts straight Join the movement that’s seeing organisations break down the silos to create more agile, collaborative ways of working. From having more informed conversations with developers, to giving coding a go yourself, these training courses are designed for non-technical professionals who want to better understand the technologies they use. Mike Baxter Coding and web technology Mike was a Professor of Design and Communication before setting up his own consultancy, applying his indepth knowledge of web technologies and working with technology teams to manage the delivery of marketing and business objectives. Mike’s client list includes Argos, Google, Avis and Skype. • Coding for Digital Professionals • Fast Track Web Technology Read more about technology: See how you can set up your own pop-up lab by following a seven-step process, employing data-driven techniques to model and map customer experiences across channels and determine which technology you should employ to support your organisation’s vision. To find out more visit: hello.econsultancy.com/technical ai n Report: Innovation through rapid R&D: Best practice guide to running your own in-house lab Yo ur tr • Fast Track Digital Marketing er Reach new customers Your tra in er Kelvin Newman SEO Building Backlinks Workshop Highly regarded in his field, Kelvin created iTunes’ most popular podcast (over a million downloads), collaborating with Seth Godin and Jakob Nielson. He runs the hugely oversubscribed BrightonSEO conference and has written a free book on link-building – Becoming a Clockwork Pirate. From organic search to paid online advertising, there are so many ways to reach potential customers, the mind boggles. Understanding the ingredients that go into a great online presence and identifying where you can optimise is a powerful way to reach the right people and build your customer-base. Attend one of these courses and master the art of online acquisition. • International SEO/PPC and Digital Marketing • SEO: Applied On-Page Optimisation • Planning Effective Digital Media Campaigns • SEO: Building Backlinks Workshop • Search Engine Optimisation (SEO) Marketing • Affiliate Marketing • Social Media Paid Advertising Get some reading time in: Report: Search Engine Optimisation (SEO) Best Practice Guide Understand search marketing like never before. With over 400 pages of actionable, real world insight, this hugely popular report will help you immediately start to improve your performance across the major search engines. To find out more visit: hello.econsultancy.com/reach Focus on the customer experience In a marketplace crowded with competitors, a positive customer experience can set your brand apart. In fact, it should be a given. These courses are designed to help you build a reputation (both online and offline) to be proud of. • Mobile Usability and UX • Service Design • Masterclass: Developing Positive Customer Experiences • Creating Superior Customer Experiences • Usability and User Experience • Usability and Persuasion in Ecommerce Worth reading: Blog post: The Modern Marketing Manifesto “Experiences are events, products, services, hardware, software, customer service. Indeed, every interaction with a customer is an experience that we must make as relevant, pleasurable, easy and useful as possible for them.” ” Ashley Friedlein The Modern Marketing Manifesto Setting out the bedrocks of what modern marketing should be, this simple outline explains the key principles of marketing in a new era and what they mean. Chris Rourke Usability and User Experience Chris is the Founder and Managing Director for User Vision, a leading user experience consultancy, where he has worked with organisations including BBC, Ikea and Nokia. Chris is a recognised leader in the user experience community in the UK, and has worked in usability, accessibility, human computer interaction and ergonomics for over 20 years. To find out more visit: hello.econsultancy.com/focus-on-cx ur trainer Yo Lead the way Ian Jindal Leadership and Change in Ecommerce Organisations Ian Jindal is a consultant, publisher, and advisor on ecommerce in integrated retail, publishing, and broadcast. Ian was previously Group E-commerce Director for Littlewoods Shop Direct Group and before that, Head of Online Operations at the BBC. His clients include Marks & Spencer, House of Fraser, Camelot UK Lotteries and Westfield Shopping Town. Leading your team or organisation through the digital maelstrom could be one of the biggest challenges you undertake in your career. Harness the knowledge within your business and create a team fit for the future – these courses will help you navigate the brave new world with poise. • Collaborative Idea Generation Techniques • Leadership and Change in Ecommerce Organisations • Creative Technologies and Brand Innovation Read more: Report: Leading a Digital Marketing Evolution Yo ur train e r Look at why some businesses excel while others lag behind. Using industry leaders for comparison, this report offers dozens of measures that marketers can use for education, benchmarking and inspiration. To find out more visit: hello.econsultancy.com/lead Yo Optimise and convert Understand your customers’ needs and adapt your site to the way they like to shop online by utilising the data at hand and applying best practice standards. Suitable for data fanatics, ecommerce professionals and those who simply want to provide a better online experience for their customers, these courses will help you ensure you’re helping, rather than hindering, conversion. • Google Analytics: Optimising your site – advanced workshop • Usability and Persuasion in Ecommerce • Ecommerce and Online Retailing – Two Day Workshop • Persuasive Design • Online Merchandising – Selling in the Digital Age • Usability and User Experience • Conversion Optimisation – How to deliver digital growth Read about conversion rate optimisation: Report: Conversion Rate Optimisation Report 2014 See which types of conversions and measurements organisations are using and the best practices that shape them, discover the most valuable methods to improve conversion rates and see how personalisation can fit into your CRO efforts in this useful guide To find out more visit: hello.econsultancy.com/optimise er train r u Steve Dalgliesh Google Analytics: Optimising your site – Advanced Workshop Director of Lynchpin Analytics, Steve has been helping companies including Dyson, Canon, Viacom, and Standard Life with their digital analytics for over 12 years. His online marketing career began in 1998 when he lead Scottish Power’s first foray into online marketing and analytics. Measure and analyse “Why has the promise of data outpaced its reality for marketers? There are a number of factors and most are related to complexity. It’s easy to see how valuable insight can be, but difficult to extract it from the ones and zeroes.” Econsultancy’s The Path to Unified Marketing report Your traine r Your organisation could be awash with data, but knowing how to tap into the key insights is not for the faint hearted. Make your case, understand your customers better, test and learn. When used effectively, data can inform your decisions and give you the confidence that you’re moving in the right direction. • Masterclass: Analytics • Google Analytics • Google Analytics: Optimising your site – advanced workshop • Web Measurement and Analytics Read up on measurement: Report: The Path to Unified Marketing From data quality to skills gaps and the quest for the ‘single customer view’, this report will help to simplify the corporate data puzzle and explores the key trends around marketing unification. Andrew Hood Web Measurement and Analytics Andrew Hood cut his internet teeth in 1999, heading up technical operations for the largest global hotel website of the dotcom boom, all-hotels.com. He is currently Managing Director of Lynchpin, helping clients including HSBC, Cartoon Network, Tesco Bank, Dyson, and the Government Digital Service. To find out more visit: hello.econsultancy.com/measure-and-analyse Make it happen You rt r r ne ai Even the simplest projects can come up against obstacles. But by employing methods that allow for changing objectives, timescales or budgets, you can embark on your next project with the wherewithal to deal with big and small issues. From getting the essentials right to ensuring your creative ideas will work within a digital context, these courses should be your first port of call. • Web Project Management – Fundamentals Denis Howlett • Web Project Management – Planning Having been a project manager in the software industry for 20 years, Denis is a consultant for IndigoBlue, enabling organisations to significantly improve their ability to deliver IT projects. • Web Project Management – Advanced • Fast Track Digital for Creatives Get some extra help: Template Files for Web Projects Choose from 40 different template files, covering everything you need to manage your next web project successfully. From usability to technical specifications, privacy policy to site evaluation frameworks, these files are a project managers best friends. To find out more visit: hello.econsultancy.com/make-it-happen MSc in Digital Marketing Get qualified in Digital Marketing by taking the next step in your professional development journey. MMC learning’s university accredited, executive Masters level qualification is run by an industry-leading faculty including Dave Chaffey, Andrew Campbell, Mike Baxter and Andrew Hood. This MSc programme will: • Help ensure your marketing knowledge and experience stays totally current • Give you the knowledge to make the most of new opportunities appearing in the digital world • Provide you with the critical mindset you need to achieve great results. Start your learning now by accessing dissertation videos from previous MSc graduates You can now explore a series of dissertation video presentations from previous graduates, giving you exclusive access to new digital marketing content and leadership thinking from over 1,000 hours of research! Have Any To sign questions a up, question? receive please Phone: further call:information +44 +44(0)20 (0)207269 7269 and access 1470 1470 videos, visit mmclearning.com/econsultancy Econsultancy Subscription An Econsultancy subscription opens the doors to an unrivalled breadth of resources, digital transformation services, training courses and knowledge bases. Access 500+ award-winning research reports: Benefit from services to help support digital excellence: • Best practice guides – our definitive ‘how-to’ guides for digital marketing professionals • Elearning – an online introduction to core digital skills • Market data – statistics, facts and figures ideal for presentations • Supplier selection guides – buyers guides and more to help you find the right supplier • Template files – help for your web and digital marketing projects • Trends and innovations – what’s new and what’s around the corner • Digital Shift – webinars focussing on the most important digital developments, trends and innovations • Case study database – inspiration from around the globe using concrete examples of success • Analyst-led roundtables – industry-leading events held around the globe, all year round • Access to digital experts – have your burning questions answered by our research analysts • Dedicated account manager – providing year-round support and help. Find To find out out more more: information econsultancy.com visit: www.econsultancy.com/training / [email protected] / +44 (0)20 7269 1450 Digital Transformation Today’s leaders actively manage the journey to digital excellence. Transformation cannot happen organically. Econsultancy’s Digital Transformation team helps companies identify the gaps between where they are now and where they need to be, then closes them. Whether you need to re-engineer every process and skillset, or simply move to a new technology platform, we’ll work closely with you to develop a completely bespoke programme, addressing: • Your strategy • Your people • Your processes • Your technology. From limited, tactical engagements to holistic, strategic transformation, there’s a cost-effective Digital Transformation programme perfect for you. Anyfind To questions out more please aboutcall: digital +44transformation, (0)20 7269 1470 visit: econsultancy.com/excellence How to enrol To enrol on a course, simply book online: econsultancy.com/learn Or if you have a question, get in touch – we’re happy to help. • Call us +44 (0)20 7269 1470 • Email us: [email protected] • Book online: econsultancy.com/learn Pricing • One-day courses: £595 • Advanced workshops: £695 • Two-day courses: £895 • Masterclasses: £1,595 Jobs With unrivalled access to the most engaged candidates and a network of recruiters known for innovation and driving digital forward, Econsultancy Jobs is where the movers and shakers of the digital world meet. where to st e r art su t ? No jobs.econsultancy.com Econsultancy’s Training Navigator will help you identify the ideal training courses for you. Visit thetrainingnavigator.com now and let our online app do all the hard work for you. econsultancy.com