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We will undertake a thorough assessment of your skills and competencies and design an in-company training programme highly relevant to your organisation and your team – anything from an interactive workshop series to a complete conference. We can design a course to suit the exact needs of your team, whatever your employees’ level of knowledge. Who Should Attend The Marketing Institute Digital Marketing Executive Programme is tailored to participants who wish to actively apply a digital marketing strategy to their organisation. Jellyfish would love to hear from you.Give us a call, email or fill out the form and we'll be in touch. Today, our extensive, professional digital marketing courses run from 10am until around 5pm and are held at one of three venues in The Shard, London, Reigate and Brighton or if it suits you we can come to your offices. All our facilities are spacious, bright, clean and contemporary. We keep classes small, you’ll have free access to the latest equipment, and your teachers will use both a big screen and simple whiteboard to demonstrate and clarify every relevant point. We offer Tailored Training Courses to cover your every need from location to class size to content. Are you interested in receiving regular digital news, ideas and inspiration from Jellyfish? Just provide your email address below to receive our email updates (we promise we won't bombard your inbox or share your email with anyone else). Sometimes you want to be in control of your digital marketing efforts, but you just don’t know where to start. We offer one-on-one and group training on social media marketing, search engine optimization, content marketing, and related fields. You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. He's talking about the application in the real-world and bemoaning why it is still taught in universities and colleges. Since our focus at Smart Insights is developing digital marketing strategies, my arguments are based on developing a digital channel-specific SWOT, but my five arguments showing the value of SWOT apply equally to development of overall marketing strategy.
So, a technique that can help inform strategy and communicate it more effectively has to be better than no strategy at all.
The TOWS matrix approach has the internal strengths and weaknesses and external market opportunities and threats, but also the 4 types of strategy that can be reviewed for the future.
Just so I don't misrepresent Mark Ritson, or he doesn't misrepresent himself through his eye-catching headline, Ritson isn't saying that analysis or research isn't valuable, simply that SWOT is a poor technique.
In my experience, many companies are too involved with executing campaign tactics to make the time to look outwards at the changes happening in the marketplace in a structured way. Of course this is particularly important in the fast-moving environment of digital marketing.
Using the TOWs format, the SWOT analysis can be used in training and strategy development sessions to think through alternative strategies and priorities. Take one example from this diagram, discussing countermediation helps companies think about ways of increasing their digital footprint through partnering with or acquiring publishers, something I find is often missed in web strategy.
After the SWOT has been created, companies can then summarise the key issues that need to be faced and look at the cost-benefit of different communications approaches and place them on a roadmap.
Which way the coin falls depends on how it is approached, how well communicated the goals are to people taking part and outcomes are focussed on delivering against goals.
The problem with theory teaching is that often it lacks the real world application – I know from having done an MBA, the SWOT thing was just chucked in without giving any clear context and application. So if a SWOT project helps clarify what people have to do to contribute to the global goals to improve business performance, you’re likely to get greater buy-in than a fancy document that gathers dust because nobody knows how to apply it to their own roles and their team output. What I think Mark Ritson is referring to is an approach to a SWOT that is not customer led.
I agree to some extent that this approach (or management guesses) may not be the most effective way to conduct a SWOT.
The key point is that it’s your customers that inform not a bunch of managers with a whiteboard. SWOT is old, proven and has high value to anyone whoi wants to vet and filter some marketing issue. This is a two day training course that will give you a good overview of all the key elements of Digital Marketing and how to put these elements together in a cohesive, integrated Digital Marketing Strategy. The course will follow the outline of the course above unless all delegates agree at the beginning to have a different focus.
Click here to book any of these courses:  Please state the venue you want and the number of delegates. This is a one day training course that will give you a good understanding of how search engines rank your web pages, how to identify the best keywords to target and how to implement a Search Engine Optimisation programme. This is a one day training course that will give you a good understanding of how to set up Google Analytics, how it works, what data you can obtain and how to use the data to improve your website performance and your marketing. This is a one day training course that sets out good practice in the design, writing, building and executing of successful email marketing campaigns. Martin Woodfield's SEO training course at M-Training is a fantastic insightful opportunity for anyone wanting to gain a better understanding of Search Engines and how to attract certain target audiences. Lovely to meet you on Friday and thanks for a really informative day training on Google Analytics. For someone like me, with a website and a desire to make it work harder for the business, the course was just what I needed.
A great course [Effective Time Management] with tangible steps to improve and encourage the candidate to evaluate themselves and be honest. Our trainer was excellent and was able to discuss issues outside the course content effectively which really demonstrated a deep level of knowledge and understanding.


I thoroughly enjoyed the SEO course I took last week and I am confident that I now have the understanding and basic principles search engine optimisation and google. Just wanted to say thanks for last week, it [private email marketing course] was really helpful and it helped me focus more on what I needed in order for both myself and my business to move forward.
An excellent course [Presentation Skills], which introduced a whole new side of presenting to me. Martin Woodfield’s 2 day Digital Marketing course was extremely insightful and the course content was very interesting and completely relevant. Thanks for all the info yesterday it was a very good course and we both feel we have learnt a great deal from you. As a company we now can focus on the segments we were going wrong on social media and the course has been a huge help. The course provided a lot of information which was un-known to our company in regards to the use of social media.
I feel more confident in using Twitter in particular now, as I had only really dabbled in the past.
We have now put together a plan of what content we wish to post from our team and also a plan of when to post it. Having had very limited experience using Google Analytics, the course guided by Martin presented both a fantastic resource and unquestionable tuition, enabling our company to now gather and interpret a range of data allowing us to understand consumer behaviour and make strategic decisions as a result. Myself and my colleagues attended your PowerPoint 2010 training course on Tuesday 1 March 2016. I recently attended MTraining's SEO Course and I left feeling confident that I can now go and improve upon my website. Martin was a great teacher, explaining everything clearly and applying everything back to my business and making it very easy to understand. Having something explained in an interesting and engaging way for me is the first key to understanding it – and Martin certainly does this.
The session is hands on and the group numbers low, so it is easy to ask questions and take the time to check that you are actually getting it! You also go offsite for lunch which gives you a great break and you had a chance to chat more about best practice for implementing it within your business. Thank you so much for Wednesday – I found the course absolutely fascinating and it is already impacting how I write for web. We have gained a much more detailed knowledge of Google Analytics and how it can be used strategically within the business. I recently attended a 2 Day, M Training, Digital Marketing course in Manchester instructed by Martin Woodfield and was amazed not only by how much information one man knows about this area but how good at helping me (with very little experience) understand it all and leave the course confident enough to use what I have leaned to improve our marketing. I found that only having 5 students max on a course a real plus, as you can engage properly with Martin and the other students.
I attended the Google Analytics course last week and I have to say I learnt more in one day than I did on my Analytics module as part of a degree! It doesn't matter whether you understand a little already or are looking to develop your understanding of digital marketing from scratch. From understanding the importance of content marketing along the customer journey to biddable media and how it all works. Take you through the essentials of developing a digital marketing campaign, beginning with understanding your audience and gathering relevant insight data. Talk to you about how you can use content to positively influence the buying behaviour of your prospective customers.
It's also a chance to understand PPC and other paid media, how it can be used to reach your target audience and drive traffic to your site.
You’re addressing specific marketing challenges and opportunities with a particular skill set, and that’s where our bespoke, in-company digital and inbound training comes in. The content is geared to ensure your company has a proper foundation for their digital marketing strategy and will also include advanced content that attendees can apply and use straight away. They were so successful we expanded the range and dates to encompass a greater breadth of marketing skills to help you and your business achieve the goals that you want. We’ll provide you lunch and there's all the tea, coffee, water and soft drinks you need throughout the day. So basically, whatever you need to know, however and whenever you need it, we can provide it for you. I'd certainly agree, if it doesn't work in the real world, it shouldn't be taught, but I think it does still hold value if applied in the right way.
The beauty of this tool is in its simplicity - you can engage non-digital specialists with the key issues facing a company without getting bogged down in analytics reports.
I'd agree with Mark that the conventional simple form of SWOT only looks at analysis, not strategy. It encourages analysis of the factors that impact a company, starting with customers, then competitors and other marketplace players like media and publishers.
He points to these other ten marketing analysis techniques which I recommend taking a look at. Competitors can be eating your lunch through innovative use of digital tactics like search, social media and mobile marketing. You can argue that some of these may be obvious, but it can help senior management buy-in if these ideas are worked through by a team, rather than just presented. For me the framework for analysis is rarely the issue, more the degree of focus and clarity from people doing the analysis. People learn best when what they are being asked to contribute to is framed by the context of their day to day job.


Starting with a segment of your market, ask your customers what factors do they take into consideration when they buy? From this ask your customers to evaluate your organisations strengths and weakness against these factors.
Hi Brian, thanks for your detailed comments – adding a bit more context to what Mark R said and recommending the approach you have found it has worked.
Just have participants honor honesty and you will win every time — as I have with my business over 25 years. You made it really easy to understand how to use Google Analytics and take the information it provides to improve our website performance. This course was really useful to show how to use Digital Marketing channels and how with the help of Google Analytics and SEO you can run manage and monitor digital campaigns. I’ll be in touch in a month or so to set up another day in September but I’m already working on the Google Analytics – fascinating.
With the new skills that Martin has taught me I able to make positive changes to my website and progress my online business. Having known very little going into the course, I am now confident in the use of the basics of Google Analytics thanks to the practical workshop linked directly to my organisation.
It could be quite an overwhelming subject but Martin managed to keep the content concise and relevant. The pace of the course and the content were all pitched perfect for my needs and I have gained lots of many needed skills, especially as API Group are in the process of developing their new website. I would highly recommend the course to people looking to develop their digital marketing strategies and for those looking to cover different areas in depth in just two days. I was surprised that there were so many more features of social media platforms that I wasn’t aware of and would benefit me in a work related setting and at home.
We all enjoyed the course and found it very useful, Martin Woodfield our trainer covered everything we had discussed beforehand. For someone who has done very little with SEO before the course, he was very understanding and explained everything in great detail. Martin had tailored the course to our needs and provided a wealth of personalised valuable industry information. I arrived knowing virtually nothing about SEO, but by the end of the day I felt ready to not only improve our own SEO, but also offer a professional SEO service to our clients. It's their aim to inform, educate and inspire you, sending you back in to the world buzzing with ideas and the confidence to be successful with your digital efforts. This includes help identifying the right content for your particular audience and which channels, such as social media, are most appropriate to amplify that content. After years of working closely with our clients, we began to notice there was a real need for us to talk in greater detail about our expertise to help them achieve greater success personally, as a team and as a business. But in this case I thought I'd comment since he's knocking SWOT analysis, a technique that I continue to use and recommend for creating digital marketing strategies. If SWOT analysis just includes the 4 areas of S-W-O-T as a four box matrix, then it's like to get left on a shelf and rightly ignored. I'd also suggest you need a way of summarising the output from these more complex analysis techniques.
Is it just for theory and best ignored in favour of tactics or other strategy development tools? It was great to have a one-to-one course as it allowed me to ask questions and only cover what was relevant to me rather than going over things I already knew.
The small class sizes mean that you can put the theory to your real life business scenarios. Martin has been a real find and we will be definitely using his services again in the future. We left with a great understanding of how to apply the principles and techniques behind Analytics. On top of the course itself Martin’s background and experience in marketing meant we were able to discuss a number of potential issues and design improvements to our website.
I came away buzzing with ideas on how we could apply this newly acquired knowledge to our business. Martin was very knowledgeable and approachable, and I found his advice to be well informed. Martin Woodfield was an excellent trainer and I will recommend this course to any of our colleagues looking for PowerPoint training in the future. The course content was completely relevant and I certainly learnt some tips and tricks to improve my digital campaigns. He tailored the course to suit my needs, and I will definitely be putting the things he suggested into practice.
We all feel that we all learnt a lot from the day, that will enable us to improve the way we use PointPoint in the future.
I will also be signing up for other courses offered and I will send my team on the digital marketing course to improve their skills too.



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