Web 2.0

Web 2.O - Own The Content and Control Your Brand Destiny

In the early days of television, advertisers owned the content and networks were the delivery system. With the arrival of broadband penetration, YouTube and Webisodes we're heading back to the future. From Madison+Vine to Branded Entertainment to consumer-generated content, the line between advertising and  entertainment is rapidly disappearing. Advertisers need new points of traction and attraction to reach consumers. This workshop is all about exploring and understanding the changing nature of advertiser communication and communication vehicles and the role that agencies, suppliers and vendors will play in this brave, new world.

Key Takeaways:

• Understand the changing nature of marketing-and the role your team will play in this shift.
• Get an overview of the new media, new platforms, and the ways compensation and fee structures need to change.
• Assess the key skills that are needed for these new media-and whether your team has the right people in place.
• Learn how soon you'll need to shift your marketing focus and what incremental costs might be involved.
• Get to know the key measurements that make for effective advertising and brand success in the coming years.

Instructors

This course is taught by Paul Kurnit and Steve Lance.

Upcoming Class Schedule