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 Conten

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.

Please note once booked, course fees are non-refundable. 

Trainers
Trainers
Select
Pay
Assign
Members
Am I a member?
Standard Price
€300.00
 
Please note prices are exclusive of VAT and all bookings are non-refundable.
You are purchasing 0 ticket(s) for EUR€0.00 (incl VAT at 23%)
 
Your Email:
A receipt will be sent to this address
Your Mobile:
Optional - we’ll send a reminder before the event
Are you an IAPI Member?
Company Name
If not an IAPI member.
Your Job Title
Optional
Name on Card:
Card Number:
 
 
Expiry:
CVV:
 
Please note all bookings are non-refundable.
Your order may take a minute to process so please wait for it to finish.
Now assign your ticket holders. Please ensure the full names are correct.
Thanks!

A receipt has been emailed to the billing email provided.

Add to Calendar 2016-05-10 09:00:00 2016-05-10 17:00:00 Europe/Dublin Digital and Non-Linear Planning Training with Neil Perkin ​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. IAPI Offices, 12 Clanwilliam Square, Grand Canal Quay, Dublin 2 IAPI info@iapi.com

Close
Join Waiting List
 
Full name
Your Email:
Your Mobile:
Optional
Are you an IAPI Member?
Company Name
If not an IAPI member.
Your Job Title
Optional
 
Your form may take a minute to process so please wait for it to finish.
Thanks!

You have been added to the waiting list for this event.
If a space frees up we will contact you.

Add to Calendar 2016-05-10 09:00:00 2016-05-10 17:00:00 Europe/Dublin Digital and Non-Linear Planning Training with Neil Perkin ​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. IAPI Offices, 12 Clanwilliam Square, Grand Canal Quay, Dublin 2 IAPI info@iapi.com

Close