Bridging Digital And Traditional Marketing

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Takeaway / Content Summary


Day 1:  Course Introduction


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


Consumer Digital Behavior


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


Brand Marketing Objectives in the digital context


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


Brand Digital Strategies


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


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


  • 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?


Owned Media & Content Strategy


  • 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


Leased Media


  • 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


Paid Media


  • 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?


DAY2: Earned Media


  • 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.


Evaluation and Measurement


  • 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


Building the Consumer Relationship


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


Executing digital plans for maximum success


  • 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


Putting it all together: developing the integrated marketing plan


  • 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?



Marjorie Dufek

Marjorie Dufek is the director, digital marketing for Brown-Forman Corporation, and the president of Amiga Marketing LLC, an agency she founded to help other companies increase the power of their digital marketing. She developed the strategies that created the largest and most engaged Facebook community in the spirits industry with Jack Daniel’s, launched the brand’s global responsive design web site, and pioneered the use of Twitter in the beverage-alcohol category to launch Jack Daniel’s Tennessee Honey in 2012. She has held a wide range of management positions with Brown-Forman since 1995. She led the Jack Daniel’s digital team from 2008 to 2012, and now leads the development of enterprise-wide digital marketing strategies. Prior to Brown-Forman, Marjorie held management positions in the biotech, direct marketing, and heavy manufacturing industries.

Marjorie is a member of the ANA’s Digital Marketing Committee and is an ANA Faculty member. She serves on the jury for the IAB MIXX Digital Advertising awards.

Workshops taught:

  • Digital Marketing, Social Media