Sunday 22 July 2018

Bord Bia launch marketing course

(Nick Ansell/PA)
(Nick Ansell/PA)
Ellie Donnelly

Ellie Donnelly

Irish state agency Bord Bia has launched a six month digital marketing programme offering companies an opportunity to grow and develop their online presence with a view to increasing brand awareness and sales.

The 'Think Digital' programme, launched in partnership with the Digital Marketing Institute, is available to all Irish food and drink companies and is designed specifically to address the digital skills gap in the industry.

While the numbers purchasing food and groceries online remain relatively low at 8pc, CSO data shows that 86pc of people use the internet to find information on goods and services.

Read more: How the son of a Westmeath dairy farmer controls sales of €1.4bn a year at Lidl

"The fact that four out of five people are using the internet to research products presents a huge opportunity for food and drink companies and it is imperative that brands are well-represented, discoverable and, where possible, available to purchase online," Eileen Bentley, of Bord Bia, said.

According to a Digital Marketing Institute report, strategy and planning is cited as the leading digital skills gap in organisations.

In Ireland, research and insights, as well as analytics and reporting also register as areas of concern.

Addressing these problems, taught module topics on the ‘Think Digital’ programme will include Strategy and Planning, Analytics, Search Marketing and, Digital Display Advertising, Email Marketing, Social Media Marketing and Mobile Marketing.

Participants will also receive ongoing support and resources from Bord Bia and the Digital Marketing Institute throughout the year.

"There is an urgent need for digital skills education for professionals and we are delighted to be able to offer training to Irish food and drink companies, so they can take advantage of the rapidly expanding market opportunities," Cathal Melinn, of the Digital Marketing Institute said.

Online Editors

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