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Social Media

What is the programme about?

As the social media world evolves, marketers need to be fully aware of the use and context this plays in an integrated mix of marketing messages and campaigns.

The Social Media programme takes marketers on a social journey to understand:

  • Where they are on the social spectrum in terms of presence, performance, exposure and channels.
  • What constitutes a good brief for social media.
  • Defining and understanding social segments and usage.
  • Effective resources to aid planning social media campaigns.

Participants work on real business issues and respond to these by developing incisive campaign briefs. The programme focuses on Social Media in a B2B and/or B2C environment, as appropriate for your business.

Who will benefit from the programme?

All marketers and other staff involved in planning, executing and contributing to social media marketing and communications plans.

What challenges will this programme help you address?

  • Up-to-date Marketing Knowledge: The programme builds a broader and deeper understanding of the social media landscape.
  • Customer Engagement: We build skills and provide techniques for identifying and targeting segments through social media channels.
  • Successful Campaigns: The programme supports effective campaign planning and implementation through tools to develop a holistic approach to social media.

 

 
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Segmentation and Targeting

ST teaches marketers up-to-date segmentation techniques, tailored to their market and business challenges, enabling them to target the most attractive groups with carefully planned propositions and communications

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Turning Data into Effective Propositions

DEP develops capabilities to identify the data that provides the most value, enabling marketers to understand trends and insights into market and customer performance

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Customers at the Heart of Your Brand

CHO provides processes to help generate insights and identify those of most value, and teaches techniques to use in probing customer motivations and behaviors using both rational and creative thinking skills

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Data Driven Insight

DDI provides marketers and data analysts with a range of tailored techniques to turn data into actionable customer insights and new segmentation schemes with which to inform critical brand, proposition and planning decisions

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Managing Market Research Programmes

MR enables marketers to track market changes to maintain alignment with customer and channel needs, preferences and satisfaction by leveraging internal and external data and interpreting trends emerging from this information

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Creative Thinking

CT gives marketers the opportunity to test creative thinking techniques on live business opportunities, providing fresh new solutions across multiple forms, media and channels

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Developing Winning Propositions

WP provides a robust and creative process for the development of new propositions, equipping marketers to identify and scope the size and achievability of an opportunity, drive insight from customer data and engagement, creatively develop ideas to stretch and optimise the proposition and plan for its development and execution

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Marketing Strategy and Planning

S&P draws on a range of strategic marketing tools and concepts to help participants consider ways to improve competitor analysis, boost their understanding of the issues shaping their marketing plans and drive value innovation in their markets. Integrates top-down and bottom-up planning to improve the quality of the overall strategic marketing plan

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Living the Brand

LB addresses the importance of interpreting and executing against a brand’s positioning for the purpose of company differentiation, exploring examples of value creations and destruction in brand value, and analysing existing and ongoing campaigns for brand alignment and opportunities to build and reinforce the brand

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Marketing Through the Digital Lens

DL provides marketers with an up-to-date understanding of the role of the spectrum of digital technology in marketing, enabling future propositions and communications to be properly explored, extended and implemented

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Aligning Sales and Marketing

ASM – dissipates tensions between sales and marketing, creating additional opportunities and efficiencies by helping marketers understand how salespeople operate and sell, and how marketing can underpin and influence their success

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Developing Powerful Communications

DPC explores how to effectively plan and execute marketing communications as part of a wider campaign, using both direct marketing and more generic brand-oriented communications

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Delivering Value Through Effective CRM

CRM – demonstrates how to find, interpret and apply data to support decision making, heavily tailored to participants’ level of experience, the information sources they have access to, their roles and intended use of the data, and the day-to-day business challenges they face

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Tools

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