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Dates & Times
Start Date/Time: Wednesday, June 18, 2008 at 8:00am
End Date/Time: Wednesday, June 18, 2008 at 5:00pm
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Venue/Location
The Coleman Center
810 Seventh Avenue
(Between 52nd and 53rd Streets)
New York, NY 10019
212-541-4600
Registration Fees
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $795 | $995 | |
Course Description
Length: One-day
To effectively reach an ever- growing connected audience you need to understand the tools and tactics that go beyond a simple “web site & banners” Internet strategy. Those are price-of- entry. In this session, participants will learn the latest trends in consumer behavior and technology, and the latest thinking on usability and information architecture. Through case studies, they will explore the latest strategies and tactics for engaging consumers. Armed with this knowledge, they’ll then work in teams to practice these ideas in a real-world case that they’ll review with other participants.
What will I learn?
Where the Internet is going, and what are the drivers of change
- How to immediately improve the effectiveness of your existing web site and banner advertising
- How to better manage the customer lifecycle with new digital tools and strategies
- How to measure your success and keep the bean-counters from your door
Who should attend?
- Product/brand managers
- Marketing/advertising communication directors and managers
- Assistant product and brand managers
- Advertising managers
Key Topics
- Emerging thinking on the most effective digital tools and tactics for achieving success
- Key Digital Marketing Trends You Need to Know
- Search Marketing: What is it, how is it done, who's doing it, and who should be doing it
- Latest thinking in web site usability, customer acquisition, and database marketing
- Strategic Planning Exercise
Instructor
This course is taught by Chris Marriott
Class Agenda
Each day will have a continental breakfast at 8:30 a.m., a mid-morning snack, lunch at 12:00 noon, and a mid-afternoon break. The course will finish each day at approximately 5:00 p.m.
DAY ONE - 8:30am - 5:00pm
Continental Breakfast - 8:00am - 8:30am
- Digital Marketing 111
- In this session we will review the dramatic rebound of the Internet as a marketing, sales and service channel, and the emerging thinking on the most effective digital tools and tactics for achieving success.
- Key Digital Marketing Trends You Need to Know
- Internet appliances, broadband, behavioral targeting, etc. Here we identify and analyze trends with the ability to dramatically change interactive marketing in the near-term and longer term.
- What's all this about Search Marketing?
- The latest Internet buzz- mania is all around Search Marketing. What is it, how is it done, who's doing it, and who should be doing it are just some of the topics explored in this session.
- What Should Your Company's Focus Be in Digital Marketing?
- Acquisition? Rentention? Upsell? How do you map your tactics to your objectives? We'll look at the latest thinking in web site usability, customer acquisition, and database marketing to help you sharpen your focus, and prioritize your budgets in your own strategic planning.
- Strategic Planning Exercise
- In this session the class will we broken into teams, and using the knowledge gained earlier in the day, evaluate and grade the digital marketing efforts of their own companies. The teams will then review and analyze the results of each other's efforts.
- Wrap up, Q & A, conclusion!
Class Instructors
Chris Marriott
Vice President, General Manager
Acxiom Digital
A 12-year veteran of interactive marketing and advertising, Chris Marriott brings varied, hands-on experience in this rapidly evolving field. He is currently the vice president, general manager for Acxiom Digital’s eastern region. Acxiom Digital is a leading integrated digital marketing company providing services and solutions for companies that want to acquire and retain customers via email, the Web, search engines, direct mail, and other digital direct marketing channels.
Prior to joining Acxiom Digital, Chris was the managing director for Euro RSCG Circle, the interactive unit of Euro RSCG Worldwide. His broad vision of interactive marketing was also developed during his tenure as director of client services at THINK New Ideas in New York.
His many years in marketing and advertising includes a tenure as director of account services at Frankfurt Balkind Partners, where he helped create the firm's interactive division in 1995, and at Ogilvy & Mather.
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