Digital and Non-Linear Planning
Training with Neil Perkin
Tuesday 10th May
09:00 to 17:00
Open to IAPI member agency employees only.
This is a one-day fast track workshop designed for planners from creative and media agencies with 2+ years experience, and covering the fundamentals of digital strategy and non-linear planning. The session is designed to be highly interactive, and to both inform and inspire delegates.
Session One: The Digital Context
Learning objective: Establish some key themes to frame the course, gain a deeper understanding of the impact of digital technologies on planning, advertising and media consumption.
- The impact of digital and changing consumer behavior
- The digital brand and the customer experience imperative
- The growing role of content and data
Exercise: Delegates break into small teams to undertake an exercise focusing on the similarities and differences between traditional and ‘digital-native’ models and thinking.
Session Two: Digital Strategy and Planning
Learning objective: Establish some key foundational frameworks and principles for digital strategy and planning.
- The difference between a strategy and a plan
- Understanding your digital audience
- The fundamentals of good digital strategy – a useful framework
- Using customer journeys to inform planning
- Aligning objectives and measures with strategy
Session three: Digital Storytelling and Content
Learning objective: Establish some key foundational frameworks and processes for digital content strategy and planning. Understand options and opportunities in different digital formats.
- The importance of customer experience and user experience
- Understanding the role of different channels and content formats
- Brand advocacy strategies, influence and outreach
- Using content to create compelling experiences for consumers
Exercise: Delegates split into teams and analyse an existing case study – what made the campaign successful?
Session Four: Evaluation, Agility and Optimization
- Agility in planning – iterative approaches, responsiveness, using feedback loops
- Optimisation in planning and content
- Identifying the right measures – a useful framework for measures and metrics
Exercise: delegates break into small teams to undertake an interactive exercise focused on the importance of evaluation, review and optimisation.
Session Five: Bringing it all Together
Learning objective: To cement learnings, bring the thinking together and provide a useful way of thinking about integration.
- The importance of integration
- Aligning campaigning with always-on
- Working with clients in new ways
Neil is a renowned blogger, writer and the founder of Only Dead Fish, a digital and media consultancy that specialises in applying strategic understanding of digital and emerging media technologies to help businesses optimise their effectiveness within the new, networked communications environment.
Neil is a regular keynote speaker across Europe on digital transformation, organisational agility and digital strategy, and has been named by BIMA (British Interactive Media Association) as one of the most influential people in the UK digital industry for two years in a row. He curates the global quarterly series of Firestarters thought leadership events on behalf of Google, is a keynote speaker on the Google Squared programme and has worked with market-leading global businesses including The Financial Times, BBC, Warner Bros, the UK Government, Unilever and YouTube. He is an associate of The Futures Agency, a collaboration of some of the world's leading forward thinkers and futurists, and is also the co-founder of the Fraggl Twitter curation app.
He has over 20 years media owner experience and was latterly the Director of Marketing, Strategy and Digital for IPC Media, the largest consumer publisher in the UK and publisher of multimedia brands including Wallpaper, Marie Claire and the NME. In this capacity he ran award-winning strategy, planning and consumer insight functions and was at the centre of defining and implementing the digital strategy for one of the largest media owners in the UK.