Bridging Digital And Traditional Marketing

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Module

Length

Takeaway / Content Summary

1

Day 1:  Course Introduction

0H:30M

  • Establish the learning objectives of participants
  • Understand how each participant’s digital work gets done (internal / external)

2

Consumer Digital Behavior

1H:0M

  • Today’s consumer and their digital behavior: Desktop, Mobile, Social, Local
  • Consumer decision journey
  • ·Individual Exercise: sketch your personal digital touch points

3

Brand Marketing Objectives in the digital context

0H:30M

  • The Funnel and the Loop: Connecting the brand’s business objectives with the consumer journey

4

Brand Digital Strategies

0H:45M

  • Three digital campaigns case studies
  • Summary of best and worst  practices 
  • Group Exercise: Analysis of case studies using the Three Easy Pieces tool

5

The Digital Landscape: What’s in the Tool Box?

0H:30M

  • Making sense of the chaos: digital channels and platforms
  • The “Always On” brand
  • Paid, Leased, Owned, Earned media
  • Digital Trends: what can I expect in the next few years?

6

Owned Media & Content Strategy

0H:45M

  • Definition and role of owned media
  • Brand storytelling and content: development, management, and distribution
  • Owned distribution channels: web sites, email, blogs
  • Owned non-digital channels
  • Guided Individual Exercise: Create an inventory of your brand’s owned assets

7

Leased Media

0H:45M

  • Definition and role of leased media
  • Developing and managing consumer communities
  • Platform-specific discussions of good practices: Facebook, YouTube, Pinterest, Google+, Twitter
  • Checklist Exercise: Evaluate your brand’s Social Maturity

8

Paid Media

1H:15M

  • Definition and role of paid media
  • The always addressable consumer
  • The interplay of creative ideas and media formats
  • Examples: Search, Display, Social, Mobile, Gaming, Apps, Sponsored content
  • Group Exercise: evaluate sample campaigns; did the brand meet their objective?

9

DAY2: Earned Media

0H:45M

  • Definition and role of earned media
  • Sharing, ratings, reviews, blogs: understanding and moderating the conversation
  • Nurturing brand ambassadors
  • Guided Individual Exercise: Use digital tools to look at what folks are saying about your brand today.

10

Evaluation and Measurement

1H:00M

  • What can be measured in Owned, Leased, Paid, and Earned
  • Campaign Optimization
  • What should be measured: developing relevant KPIs for your brand
  • Exercise: Connecting brand & business results with digital metrics

11

Building the Consumer Relationship

0H:30M

  • Moving from a campaign approach to an “always on” consumer relationship
  • Connecting with the “always addressable” consumer
  • Case Study: CRM, CXM examples and evaluation

12

Executing digital plans for maximum success

0H:45M

  • Optimizing the agency relationship
  • Briefing for digital work
  • Managing digital projects: understanding the workflow
  • Working with multiple agencies
  • Checklist: defining digital deliverables in your brief

13

Putting it all together: developing the integrated marketing plan

1H:45M

  • How Traditional Marketing and Digital Marketing intersect
  • Individual Exercise: identify  current and potential intersection points for your brand
  • Integrating digital: applying the Three Easy Pieces tool to your marketing plan
  • Closing Exercise & Discussion: what will I do in the next two weeks based on what I have learned?

Instructors