Topics:

• The characteristics of digital media
• Step 1. Goal setting and tracking for interactive marketing communications
• Step 2. Campaign insight
• Step 3. Segmentation and targeting
• Step 4. Offer, message development and creative
• Step 5. Budgeting and selecting the digital media mix
• Step 6. Integration into the overall media schedule or plan

Case study:

Global Action Plan: campaigning for a better world