Course Description

The Integrated Digital Marketing course is our most popular course! If you are new to digital marketing this is the perfect place to start. The course looks at the digital marketing process, online & mobile advertising platforms, and how they relate to each other as well as to offline media.  Most digital marketing disciplines are covered (search, display, programmatic trading, mobile, social, etc) to give attendees a great overview of all things digital in Canada.

What You’ll Learn

  • The scope of digital media relative to legacy media.
  • The similarities and exclusivities of digital platforms as they relate to marketing and advertising.
  • Acquire basic tactical knowledge about the strengths & weaknesses of each digital component.

Instructors

Halifax & Montreal – Sonia Carreno, President at IAB Canada

Toronto – Terra Sharek, Director Programmatic Solutions at OMG/Touche

Vancouver – Alexander Bunkowski, Digital Media Manager at Best Buy Canada

Who Should Attend?

  • Advertisers; Brand and Product Managers
  • Agency Media Buyers and Planners (small, medium or large scale)
  • Agency Account Directors, Managers
  • Online and Offline Publisher Sales Reps and Marketing Professionals
  • Business Owners (small, medium or large scale)
  • Recent Graduates of traditional Marketing Degree or Diploma Programs (which may not have included, or fully explored Interactive channels within the curriculum)

Dates and Locations

CityDateTimeLanguageVenueAddress
VancouverOct 12, 201710:00 am – 5:00 pmEnglishTelus Garden510 W Georgia St, 5th Floor
TorontoNov 7, 201710:00 am – 5:00 pmEnglishIAB Canada Office2 St.Clair Ave W Suite 602
MontrealNov 15, 201710:00 am – 5:00 pmEnglishMediative Office300-1751 Rue Richardson
HalifaxNov 17, 201710:00 am – 5:00 pmEnglishTime + Space2570 Agricola Street

Note:

  • Course includes a break for the provided lunch.

Curriculum

1.0 Introduction

  1. 1.1 The New Consumer Journey
  2. 1.2 The Canadian Digital Marketing Landscape
  3. 1.3 Paid, Earned & Owned Media

2.0 Display Advertising

  1. 2.1 Display Ad Formats
  2. 2.2 Display Ad Creative
  3. 2.3 Buying Display Advertising

3.0 Video Advertising

  1. 3.1 Online video stats
  2. 3.2 Basic video ad formats & measurement
  3. 3.3 Video Creative
  4. 3.4 Video Measurement
  5. 3.5 Buying Online Video

4.0 Programmatic Trading

  1. 4.1 What is Programmatic?
  2. 4.2 How does Programmatic Work?
  3. 4.3 Exchange Types

5.0 Social Media Marketing & Advertising

  1. 5.1 Social Media in context
  2. 5.2 Social Media strategy
  3. 5.3 Social Media platforms
  4. 5.4 Social Media ads
  5. 5.5 Measuring social media

6.0 Content Marketing & Native Advertising

  1. 6.1 Content Marketing Overview
  2. 6.2 Planning and Measurement
  3. 6.3 Native Advertising
  4. 6.4 Native Ads
  5. 6.5 Native Advertising Evaluation
  6. 6.6 Branded Content
  7. 6.7 Influencer Marketing

7.0 Email Marketing & Advertising

  1. 7.1 Email Marketing Overview
  2. 7.2 Email deliverability and measurability
  3. 7.3 Email creative best practices & benchmarks
  4. 7.4 CASL

8.0 Search Engine Marketing

  1. 8.1 Search Marketing Overview
  2. 8.2 SEO
  3. 8.3 Paid Search

9.0 Mobile Marketing & Advertising

  1. 9.1 Mobile Marketing Overview
  2. 9.2 Mobile categories
  3. 9.3 Mobile ads

10.0 The Digital Campaign Process

  1. 10.1 Workflow Overview
  2. 10.2 The Brief
  3. 10.3 Campaign Types
  4. 10.4 Media Research and Measurement
  5. 10.5 How ads are delivered
  6. 10.6 Digital Ad Targeting
  7. 10.7 Optimizing
  8. 10.8 Campaign Attribution

11.0 Industry Hot Topics

  1. 11.1 Online Fraud
  2. 11.2 Viewability
  3. 11.3 Ad Blocking

Educational Approach

This course is presented in-person by the instructor. Alongside the presentation that will be shown, industry produced videos are used to showcase specific explanations and points of view. The course is broken into several modules, each focusing on a specific digital discipline.

Course Policies

Cancellation

If an attendee cancels his or her registration more than 14 days before the date of the seminar, the amount paid for the cancelled registration will be refunded in full. Registrations cancelled within 14 days of the seminar date will NOT be refunded.

NOTE: Only 2 cancellations or registrant substitutions are allowed per company, per course. A charge of $100 will apply to each additional cancellation or registrant substitution.

In the event that IAB Canada needs to cancel any seminar(s), a full refund or an opportunity to attend an equivalent future seminar(s), at the option of the attendee, will be provided by IAB Canada. However, IAB Canada shall not be responsible for, or offer any monetary compensation for, any expenses incurred by the registrant or attendee (including, but not limited to, non-refundable airline tickets, hotel fees or change fees) due to such a cancellation.

Payment

Your email confirmation represents receipt of payment and confirmation for your seat(s) for the seminar(s). You are not confirmed until payment in full is received by IAB Canada, and a confirmation email is sent to you.

Copyright

Each binder of printed materials provided by IAB Canada is meant for the exclusive use of the individual attendee, and no portion of any of the printed materials provided by IAB Canada may be scanned, copied, reproduced or in any other way distributed or made available for use by anyone but the original individual registrant or attendee at the seminar(s).