Bespoke Digital Marketing Training: A Case Study

MIDiA Research, a specialist market intelligence firm, is the leading global authority for music, the creator economy, and cross-entertainment. MIDiA approached Arboreal Marketing Ltd with a training brief that required more than just a generic session on digital marketing skills. With a commercially diverse audience that includes new prospects, returning subscribers, and one-off report purchasers, MIDiA needed its teams to work more effectively with digital tools and channels that influence these user journeys. 

The brief required bespoke digital marketing training courses that would help the marketing function—and broader business stakeholders—develop a practical understanding of search engine optimisation, Google Analytics 4, conversion rates, email marketing for lead generation, Google Search Console, and Looker Studio. The goal wasn’t just to upskill individuals in isolation, but to align knowledge and insight across teams in order to support more integrated marketing and data-led decision making.

MIDiA Research required digital training that would appeal cross-functionally to technical digital in-house teams, the PR specialist and B2B business development as well as marketing. We designed the training to balance core skillsets for not only the subject matter but also the department the skillset would be used in. For instance, during the SEO training, Richard ensured that the PR specialist Tsion had specific training around backlinks and the power of digital PR on search engine performance. With the business development team, Arboreal Marketing discussed the merits of email sequencing and how spam filters worked. Each attendee could then take away insight that related to their everyday function rather than a generic ‘one-size-fits-all’ approach. The programme focused on answering real-world questions drawn from MIDiA’s data and tools, rather than relying on theoretical models. This not only helped participants grasp new concepts but also encouraged immediate application to live campaigns and decision-making processes. 

As Mia Modaro, Digital Campaign Marketing Manager at MIDiA Research, noted in her feedback: “Richard’s training was engaging, insightful and informative for multiple departments, providing a wealth of knowledge across our business. He navigated the skill and knowledge levels across the team, providing both foundational and technical information to ensure he met each person's desired outcomes from each session.” 

This tailored approach helped ensure that no one left the training with the feeling that it hadn’t been built for them or that it was a waste of their time, and no one felt the sessions were overly simplified. For members of the marketing department, the training provided skill development with real-life case study examples for optimisation. For specialists and stakeholders, it deepened understanding of how their actions contribute to achieving broader business outcomes.

The hybrid training model allowed the sessions to reach participants in multiple locations. In-person attendees benefitted from face-to-face collaboration and practical exercises, while remote delegates were able to drop in via video and access the same material and support. The format ensured that the entire team could benefit from the sessions without logistical barriers and the drop in approach provided the flexibility for stakeholders wanting to attend for a specific subject and then leave. 

The SEO training session is a good demonstration of how Arboreal Marketing’s training becomes tailored to the client’s requirements. The programme was particularly tailored to MIDiA’s existing digital footprint. Using real-life examples from their own search performance data, the session walked the team through how to build and prioritise keyword strategies based on business relevance and search intent. Participants were shown how search algorithms interpret content structure, intent, and technical performance—highlighting areas where current processes could be refined. The focus was on practical insight that could be applied directly to online presence, content marketing strategy, on-page optimisation, and performance reporting, using MIDiA’s own pages and queries to bring the material to life. 

Both sessions were structured around current strategy and reporting challenges at MIDiA, helping participants embed what they learned directly into their workflows. The training’s interactive format also enabled teams to ask questions in context, and gave them confidence to continue developing their use of digital tools. 

Mia commented: “Both sessions were well-structured, interactive, and tailored to our business needs, ensuring we could immediately apply our learnings to current and future projects.”

Arboreal Marketing’s approach throughout was to ensure the personalised training delivered maximum relevance with minimum fluff. Using real data, examples, and workflows made it easy for participants to translate knowledge into action. Sessions were led with a professional but personable tone, encouraging participation and engagement, without overwhelming teams with unnecessary detail. 

“We truly appreciated Richard’s professional but personal approach and would highly recommend him for anyone looking to enhance their skills.” Mia continued. 

The successful delivery of this training programme reflects Arboreal Marketing’s wider commitment to building bespoke learning experiences that help teams align skills with real commercial goals—from traffic quality and engagement to customer acquisition and retention.