Digital Marketing and Social Media Programme - Amanda White Digital
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Digital Marketing and Social Media Programme

This week I have been back to school and putting my head back into learning. Although I have been in digital marketing and especially SEO for over ten years. It is always good to keep gaining more knowledge.

This is especially true for digital marketing that is changing rapidly. I completed the four-day course provided by INPD. The course covers the principles of digital marketing and social media.
The course was hosted by Julie Hall from the School of Marketing in partnership with INPD. It was a fantastic course that started with the principles of marketing. Before going into industry-specific tools and techniques to use.
We covered so much marketing theory including –

The 7 p’s of Marketing

  • Product
  • Promotion
  • Price
  • People
  • Process
  • Physical
  • Evidence

SWOT Analysis

  • Strengths
  • Weaknesses
  • Opportunities
  • Threats

Boston Matrix

  • Question Marks
  • Dogs
  • Cash Cows
  • Stars

The Ansoff Matrix

Product life cycles


  • Situation
  • Objetives
  • Strategy
  • Tactics
  • Action
  • Control

Race Frameworks and measures

  • Reach
  • Act
  • Convert
  • Engage

Brand Architectypes

Kotlers 5A’s.

  • Aware
  • Appeal
  • Ask
  • Act
  • Advocate

It was fantastic to go back to the beginning and think about the theory and the customer first.
We looked at demographics, psychographics and behaviouristics. Before moving on to customer profiling.

Then we moved onto the geeky side of things. How we could bring all this information together to fuel our digital marketing efforts. This is my bread and butter. It was great to discuss thoughts and opinions and align ideas with Julie and other delegates.

Although this course was booked over 18 months ago and was meant to be face to face. It still worked virtually. We were broken into regular different break out rooms. Which enabled us to network and brainstorm ideas together. I will be honest, I did often find myself with zoom fatigue and it was hard to stay engaged for four days solid. I did miss the face to face elements that enable more networking and chances to meet people. During the breaks, I was at home having a cuppa on my own. Whereas at a face to face course, you would interact more with the other course attendees.
I’m grateful to have access to virtual training as face to face training is expensive and does take up more time. However, I do feel I prefer face to face training as stay more engaged and enjoy more real communications and conversations.

All in all, it was a fantastic week. I’ve learnt loads! Julie is a fountain of knowledge and the other students brought some fantastic ideas to the table too.

I’ll leave you with one quote that struck a chord this week –

‘Your brand is what people say about you when you are not in the room’

– Jeff Bezos – Amazon

I wonder what people say about me and my brand…..?