Digital Strategies Should Focus on Audiences, not Channels

Ayima have been providing paid media solutions to clients from verticals as diverse as charities, B2B, eCommerce and gaming for over five years, focusing on driving performance across the right channels for each client. This half-day course taught in London’s Barbican Centre is designed to showcase how channels such as paid search, programmatic display and social ads can be planned and delivered alongside each-other as part of audience-focused strategies that work.

Afternoon Course (2pm start) | Barbican Centre, London, UK | November 13, 2019


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How Can a Coordinated Cross-Channel Strategy Turn Prospects into Customers?

Is your paid search team using audience insights from your social ads team? Is site data from your programmatic efforts informing your Facebook targeting strategies? How are you using search term data in non-search targeting strategies?

What are your business or campaign objectives? Who is your target audience? Neither of these questions should be channel-specific!

Cross-channel thinking needs to be built in to strategy and delivery from campaign ideation to optimisation. Users don’t exist in a channel-vacuum and a strategy that focuses on channels over audiences will never be able to guide users effectively from awareness through to consideration and conversion in any meaningful way.

This training workshop looks at how you can use data to inform cross-channel strategies that deliver the strongest cumulative results by having overall and intelligent channel-specific targets, using examples from Ayima clients such as Macmillan Cancer Care, Jackpot Joy, iCandy and Yo! Sushi.

Truly understanding and using cross-channel thinking is the surest way to success for clients in any sector and you will leave this training with a quiver on new ideas you’ll be eager to put into practice.

This Cross-Channel Paid Media training course will cover:

  • Tracking and tagging successfully across platforms
  • Cross-channel audience targeting that’s GDPR compliant
  • Making the most of product feeds for eCommerce across all channels
  • How to launch and integrate new channels successfully
  • Measuring and proving incrementality across channels
  • Using sequential messaging to move users through the conversion funnel

This course is packed with useful tips and advice to help you plan, brief and activate truly cross-channel campaigns.

Who is this cross-channel media training workshop for?

This training course is for anyone working in digital marketing for businesses of all sizes from SAAS to not-for-profits to pure-play eCommerce retailers and everyone in between. 

If you’re stuck in a channel silo and want to break out and start developing interesting, effective, cross-channel campaigns – this is how you start.

The course arms you with what you need to devise and deploy cross-channels strategies.

Location Barbican Centre - London, UK

Date November 13, 2019

Course Overview

Part 1: Creating the Infrastructure for Successful Cross-Channel Activity

  • Tracking for Paid Media – Taking the Advantage
  • Audience Targeting in a Post-GDPR World
  • eCommerce Feeds for Search, Social and Display
  • Advanced Cross-Channel eCommerce

Part 2: Finessing Cross-Channel Strategies

  • Maximising New Channels – How to launch, Test, Measure and Integrate Effectively
  • Proving Incrementality
  • Managing Sequential Messaging Across Channels

Part 3: Addressing Your Unique Challenges

  • Your chance to ask our team of experts about cross channel success

Benefits

Following this training course, you will be able to:

  • Understand the strengths of each channel and how they interact in the conversion funnel
  • Learn how to use cross-channel data effectively
  • Know how  to implement incrementality testing to show the true impact of any channel
  • Be able to plan and deliver, or brief in, true cross-channel activity
  • Create cross-channel digital strategies

About Your Trainer

Paul Risebury-Crisp

Paul Risebury-Crisp has been working in digital marketing since 2004 and focusing on performance media since 2007. On client-side, agency-side and working on leading tech platforms, Paul has worked across verticals from telecoms, finance and fashion to gaming, B2B and charity - the only thing that connects his clients being a strong performance focus.

Questions like “What font best represents our brand?” and “Which hue of blue speaks to our core audience?” are all well and good but what drives Paul, and his entire Paid Media team, is a drive to get to the data to give objective answers and spur campaigns onwards.

Location

Barbican Centre

Level 4, Barbican Centre, Silk Street, London, EC2Y 8DS

Why Learn Digital Strategies Should Focus on Audiences, not Channels with Ayima Insights Training

Explode the silos: Strengthen your digital strategy by understanding how to use the strengths of paid search, social and display in conjunction.

Learn from experts: Throughout the years we have learned what works and what doesn’t when it comes to cross-channel paid media across clients from all sectors.

Make an impact: Our experts will give you simple but impactful knowledge and techniques that can be implemented quickly and enhance your cross-channel strategies.

Location Barbican Centre - London, UK

Date November 13, 2019

Why Learn Digital Strategies Should Focus on Audiences, not Channels with Ayima Insights Training

Explode the silos: Strengthen your digital strategy by understanding how to use the strengths of paid search, social and display in conjunction.

Learn from experts: Throughout the years we have learned what works and what doesn’t when it comes to cross-channel paid media across clients from all sectors.

Make an impact: Our experts will give you simple but impactful knowledge and techniques that can be implemented quickly and enhance your cross-channel strategies.

Location Barbican Centre - London, UK

Date November 13, 2019

Any Questions?

Interested in a current or future course in your area but need more information before booking? We’re here to help! Send us your questions via the form below and we’ll be in touch shortly.

Any Questions?

Interested in a current or future course in your area but need more information before booking? We’re here to help! Send us your questions via the form below and we’ll be in touch shortly.