Digital Marketing Institute

Transcription

1 Digital Marketing Institute Course Type In-person Course Duration CEUs 2 days 10 Credits Overview Don t blink. Because in the nanosecond that your eyes were closed, something has changed in the world of digital marketing. To keep up with the changes and propel your career forward, you need to master the foundational concepts. Two days at the Digital Marketing Institute will set you up for digital success. This information-packed seminar will provide practical, actionable ideas on website optimization, search, , online advertising, content marketing, gamification, social, mobile and emerging media. You ll learn how to use digital channels to create unforgettable customer experiences, acquire customers, engage and retain them, and turn them into advocates for your brand. And, perhaps most important, you ll be exposed to online analytics, so you ll know how to measure success, fine-tune your strategy and optimize your program. Customers are online, making buying decisions. If you want to influence them to choose your brand, take this course. Key Takeaways Learn how to successfully use the internet and other digital media to sell your products or services Explore the strengths, weaknesses and nuances of almost every digital channel Gain the skills and knowledge of how participate in the digital dialogue with your customers, so they ultimately become brand evangelists who sell your product for you Course Outline Day 1: ACTIVATE Morning Introduction Two elements of digital marketing History of digital Strategic context/ A new world order The old way to sell/ The new way to sell The Path to Purpose

2 Personas Marketing 1.0 (product based) Marketing 2.0 (consumer based) Marketing 3.0 (collaboration based) Our new marketing partners Defining customers - Traditional ways - Segmentation - Personas Three Persona examples Three steps to writing a Persona In-class exercise: Write a Persona Usability Why consumers go online Usability definition(s) Usability tenets 6 Digital design tenets Writing for the web o 18 web copywriting tips Applying tips & tenets to landing pages (includes multiple award-winning samples) Afternoon Storytelling How storytelling works Multiple storytelling samples Modern techniques for storytelling Content Marketing Components of Content Marketing Most powerful Content Marketing channel Video Why video works Video samples Gamification What Gamification is NOT What Gamification is According to Gartner Most famous example of Gamification In-class exercise: Gamification brainstorm A word on marketing automation Driving Website Traffic

3 Digital advertising firsts Our Any Time, Anywhere culture Digital marketing charts Search SEM/ PPC definition SEO/ Organic Search definition How SEO works (video) SEO principles & best practices SEO tools Tips on writing text ads (video) Search metrics Objectives What works creatively Award-winning example metrics Online Advertising The online advertising ecosystem Buying/selling online ads simplified Demand Side Platform benefits Online targeting options Programmatic buying/ what it is Programmatic buying/ benefits & barriers Online advertising metrics Online advertising creative - Formats - 6 Foundations of Great Digital Creative - The story arch - Creative showcase Day 2: ENERGIZE Morning Social Media Social Media MARKETING Slaying conventional wisdom The Social Media landscape In-class exercise: Which Social Media & Why 2 classifications of Social Media Social INFLUENCE Marketing 3 types of Influencers Social Tehnographics Groundswell s POST Method

4 Native Advertising Social Media measurement o How to justify Social Medial to your CFO o Glossary of Social Media measurement terms o Answering the tough ROI question Mobile What is mobile marketing? Mobile ownership & usage statistics What people are doing on their phones Types of mobile marketing Mobile media basics - Text/SMS - Websites - Apps New App Checklist Tracking by tactic Mobile ad buying: a primer Guide to smart mobile media Case study: Doctors Without Borders Afternoon New Rules Your brand is whatever your customers say it is Prosumers The new rules of marketing & PR Neil s New Rules Customer Delight Journey Mapping: A brief overview & methodology Focus on the end game 3 basic social media strategies (with examples) *Outline is subject to change. Registration Rates In-person DMA member $599 Non-member $999 Instructor Neil Feinstein President Zezo Digital By day, Neil Feinstein is President and Owner of Zezo Digital, a brand, strategy, and creative consultancy. Throughout his career, Neil has won multiple awards, including two for digital innovation.

5 By night, Neil is an adjunct professor at New York University, where he teaches a masters-level class on campaign planning, strategy, and execution. Neil has lectured worldwide on multichannel marketing, integrated advertising, and digital and creative strategy and he is a top-rated speaker at marketing conferences. Neil served on the International ECHO Awards Board of Governors for 10 years and was chairman from 2008 to 2010.