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Digital Leadership Masterclass

This event is over.
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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