Digital Marketing Institute Seminar

Presented by The Data & Marketing Association

Customers are online, making buying decisions. If you want to influence them to choose your brand, take this course.

Course Description

Don’t blink. Because in the nanosecond that your eyes were closed, something 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, email, 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 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.

What You'll Learn

• 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

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
• The Ins and Outs of Personas
• User Experience “Don’t Make Me Think”

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
• Traditional ways
• Segmentation
• Personas

Usability

• Why consumers go online
• Usability definition(s)
• Usability tenets
• 6 Digital design tenets
• Writing for the Web
  • 18 web copywriting tips
• Applying tips & tenets to landing pages (includes multiple award-winning samples)

Storytelling

• How storytelling works
• Multiple storytelling samples
• Modern techniques for storytelling

Content Marketing

• Definition
• Components of Content Marketing
• Most powerful Content Marketing channel

Video

• Why video works
• Video samples

Gamification

• What Gamification is NOT
• What Gamification is
• Definition
• According to Gartner…
• Most famous example of Gamification
• In-class Exercise: Gamification brainstorm
• A Word on Marketing Automation

Driving Website Traffic

• Digital advertising firsts
• Our “Any Time, Any Where” 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

Email

• Objectives
• What works creatively
• Award-winning email example
• Email 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
Social Media

• Definition
• 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
• Native Advertising
• Social Media measurement
  • How to justify Social Medial to your CFO
  • Glossary of Social Media measurement terms
  • Answering the tough ROI question

Mobile

• What is mobile marketing?
• Mobile ownership & usage statistics
• What people are doing on their phone
• 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

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)

More Seminar Information

The Data & Marketing Association Summary Customers are online, making buying decisions. If you want to influence them to choose your brand, take this course. Delivery Method  Seminar Who Should Attend Marketing professional of all kinds

All Date/Location Information