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Digital Leadership Masterclass

This event is over.

Consumers behave differently than they did five years ago. Traditional business discipline still applies, but the moving parts are evolving at breakneck speed, and the stability of 20th Century marketing is now ancient history.  If you learned your business skills before 2007 then you want to update your approach.   

This two-­‐day interactive workshop empowers organizational leaders to understand the impact of digital on business and unlock the potential of digital within teams.   

Led by expert trainers who have worked with, and for, Fortune 500 businesses around the world, the session will cover strategy and best practice in the following digital disciplines:

•      Digital Strategy -­‐ From influence & engagement, to purpose & participation

•      Search – How intentional marketing and SEO impacts every business

•      Mobile Marketing – The biggest opportunity to be part of consumer journeys

•      Social Media – Driving engagement and influencing consumers in new ways

•      Digital Display  -­‐ Being able to achieve brand metrics with innovative formats

•      Measurement & Optimization -­‐  How to measure & improve performance in digital

The focus of this session is to develop your digital mind-­‐set to think and act effectively in the long term so you can adapt to an ever-­‐changing landscape.    

Workshop Benefits:  

•      Understand the impact of digital on business objective setting and measurement

•      Learn how to integrate a digital mind-­‐set into the way you think about marketing

•      Understand key consumer and media trends driving change, and where they are going 

•      Understanding consumer journeys and how they make decisions

•      Learn practical strategic planning skills and tools 

•      What best practice looks like in Mobile, Social and Search

•      Learn what tools, platforms and services you might want to invest in

•      How innovation can lead to results

Who is this workshop for?

Aimed at CEO’s, board directors and senior managers, our leadership training course has been created for businesses who want to get ahead in a digital world.

 

When
Begins:Wednesday, December 4, 2013 at 8:30am
Ends:Thursday, December 5, 2013 at 5:00pm
Where

ANA Headquarters
708 3rd Avenue
33 Floor
New York, NY 10017

Agenda

 

Day One

Breakfast

Morning Session 1

An examination of how technology impacts your consumers, your agency and your business through a structured framework (you can take away and use back at your office) based around the marketing lens of product, price, placement and promotion.

Coffee Break

Morning Session 2

How this change specifically affects marketing strategy, communications strategy and a workshop on consumer insights that can support planning around the digital consumer.

 Lunch

Afternoon Session 1

The process of creating digital strategy using different approaches and models that provide structure.

We review the 21st century customer journey and examine in more detail how search best practices support discovery, how social media executes influence over consumer decision-making and what you can do about it.  Departing from either McKinsey or Google’s ZMOT we examine shopper behaviors and how the modern digital marketing campaign can drive measurable and highly targeted results.

 Coffee

Afternoon Session 2

A practical exercise to expose best practice in digital optimization, and how more iterative approaches are more appropriate for digital channels than broadcast channel.

A quick summary of practical tools that you can use to review the basics of SEO so that you can simply manage that marketing accountability as it’s moved away from IT infrastructure into todays consumer marketing concern.

Day Two

Breakfast

Morning Session 1

After recapping day one, we address opportunities in behavioral targeting and what that means for media decisions, and how content can play a role in informing and equipping you to make the right moves.

We then review the theory, practice and frameworks that make up engagement-based communications planning – with a view to understanding Social Media platforms and behaviors reflect your brand, and how you can use it to your advantage

Coffee

Morning Session 2

Social media frameworks and best practice in how to architect participation, and the opportunities around content strategy and open innovation that can help marketing opportunities

Lunch

Afternoon Session 1

Communications and marketing strategy models with a review of lifecycle planning – building on the opportunities from digital consumer relationships – often unlocked by mobile connections.  This allows us to examine Mobile best practices and how the initial digital marketing 101 frameworks we used at the top of Day one can be harnessed to drive consumer relationship to support your business goals.

Coffee

Afternoon Session 2

We end the session looking at measurement & optimization best practice, and the mechanics of what measures are seeking to support – and the dashboards and measurement frameworks you should be employing to manage your integrated marketing mix.

We always finish with some future trends to remind us that there is constant movement – and give us inspiration in new ways to connect with consumers and drive business.

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