Home Events - PM Forum Half-day online workshop Creating a Leading Digital Marketing Strategy

Creating a Leading Digital Marketing Strategy

In today’s fast-paced digital environment, developing a robust digital marketing strategy is essential for any business to remain competitive. This training session will guide participants through the process of creating and implementing effective digital strategies.

We’ll explore essential components like conducting situational analyses, setting strategic budgets and defining success metrics. Participants will benefit from real-world case studies, learn to optimize budgets across digital channels, and understand how to engage stakeholders effectively. The session concludes with practical steps for evaluating success and planning future digital initiatives.

Topics Covered

Digital Strategy for Business Overview

  • Why does your business need a new digital strategy?
  • Digital strategy frameworks and considerations


Digital Strategy Case Study in Action

  • A practical example of a successful digital strategy, from planning to execution and results. Background on the client, including industry context, challenges and digital strategy objectives


Strategic Approach and Initial Planning

  • Conducting and analysing a situational analysis
  • Market and competitor analysis to inform digital channel budget allocation


Setting Budgets and Defining Success

  • Defining objectives and reviewing the data
  • Integration of budget considerations aligned with strategic goals


Marketing Opportunities: Tactics and Digital Tools

  • Real-time adjustments for optimizing budget across digital channels
  • Leveraging a mix of organic and paid digital strategies


Collaboration and Stakeholder Engagement

  • Engaging stakeholders in budget discussions to secure investment
  • Effective communication of digital strategy results and ROI


Measuring Success and Analytical Deep Dive

  • Evaluation of budget performance, KPIs, and ROI
  • Insights on budget adjustments for improved outcomes


What’s next? Key steps to plan and execute your digital strategy.

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Sep 04 2024


09:30 - 13:00

Local Time

  • Timezone: America/New_York
  • Date: Sep 04 2024
  • Time: 04:30 - 08:00








PM Forum


  • Alastair Banks
    Alastair Banks
    Co-founder, Optix Solutions

    Alastair co-founded a digital marketing agency, Optix Solutions, when he was just 19 at Exeter University. In the last 25 years that company has become one of the leading agencies in the country, employing around 25 people and working with the likes of the Met Office, Exeter University, Pearson Languages the NHS & London Business School. In 2023 they won Campaign’s best boutique agency to work for, demonstrating their commitment to creating an amazing culture in the business.
    Alastair keynotes at digital and marketing conferences across Europe. From topics as broad as ‘Digital Trends’, to more niche areas such as ‘Generative AI within Marketing’, he’s a regular on the speaking circuit.
    He also runs his own consultancy firm with his wife Lizz where he works with organisations all over the world in the area of “Personal Branding”. This involves helping individuals to harness the power of their digital platforms, both for their own benefit and that of the organisations they work for. Among many others, he’s been involved in the creation of the Met Office’s Ambassador Program and has worked with HSBC, leading a LinkedIn Masterclass session as part of a global Employability Upskilling initiative.
    He has a regular guest lecture slot at the Entrepreneurship Summer School, part of London Business School’s MBA program and has also carved a niche in the work that he does with his colleague Jeff Skinner, former Director of Entrepreneurship for LBS, within the Knowledge Exchange and Tech Transfer world. Their methodology (IMPACT) has been delivered across Europe including prestigious universities such as Cambridge.
    As if that wasn’t enough, Alastair also runs a membership community for Marketing Leaders where he keeps the group up to date with the latest trends and tools in the digital space.
    He lives in Exeter with his wife Lizz, two young children Oscar and Alexa, his dog Freddie and cat Wilbur. He’s a fanatical skier and supports West Ham as well as The Exeter Chiefs. You can find Alastair on almost every social media site and he’s always ready to lend a hand or give some advice so make sure you reach out and connect.

  • Samantha Smith
    Samantha Smith
    Senior Digital Marketing Manager & Data Lead, Optix Solutions

    Sam has worked in digital marketing for over 10 years, earning her level 6 Chartered Institute of Marketing professional diploma in Digital Strategy and several Google accreditations and data analysis qualifications along the way. Her marketing journey has seen her work across a range of sectors, from education and financial services to leisure and eCommerce. Having worked in both in-house marketing teams and marketing agencies in the past, she understands the importance of communication and collaborative working when it comes to digital marketing. Her main areas of expertise are digital strategy, data analysis, SEO, PPC, and content creation, with a focus on bringing this expertise to companies through training and consultancy.

  • Jack Warne
    Jack Warne
    Head of Digital, Optix Solutions

    Jack is Head of Digital at Optix Solutions. At Optix, Jack manages the marketing team, supports business operations and continues to lead on monthly digital marketing campaigns. Jack also leads multiple monthly training on a range of Digital Marketing topics. A continuing practitioner of a range of different digital marketing disciplines, Jack works with a range of high-profile clients across the UK helping to deliver results. Through his training, he also shares the skills and knowledge that he’s developed upskilling marketers across the UK, having also led the 2021 Digital Marketing MBA course at the University of Exeter.

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