Digital Leadership Masterclass

This event is over.

Day 1

#

Module

Length

Takeaway/Content Summary

1

Breakfast

0H:30M

  • Coffee, networking and orientation

2

Morning Session 1

 

0H:45M

  • Introductions, agenda and setting objectives
  • Overview of how technology changes consumer behavior
  • The impact on marketing
  • Digital and the 4P’s
  • Product
  • Price
    • Workshop exercise

3

Coffee

0H:15M

 

4

Morning Session 2

1H:30M

  • Digital and the 4P’s
  • Placement
  • Promotion
    • The impact of digital on consumer behavior and customer experience
    • Developing a purpose-driven strategy
    • Generating consumer insights
    • Insights from search
    • Insights from websites
      • Workshop exercise

5

Lunch

1H:15M

 

6

Afternoon Session 1

1H:30M

  • Creating the right strategy
  • Plotting the customer journey
  • Different approaches to strategy based on purpose
  • Model 1: The new customer journey — influence, intent and experience
  • Best practices in search
  • How search engines work
  • Key terminology and basics
  • How PPC works

7

Coffee

1H:15M

 

8

Afternoon Session 2

1H:30M

  • Workshop exercise: Writing a PPC ad
  • The zero moment of truth
  • Useful tools
  • On-the-page optimization
  • Off-the-page optimization
    • Workshop exercise

9

End

 

  • Wrap up and questions

 Day 2

#

Module

Length

Takeaway/Content Summary

1

Breakfast

0H:30M

  • Coffee and networking

2

Morning Session 1

 

0H:45M

  • Recap of day one
  • Targeting: Behavior, location and intent
  • Hybrid models
  • Model 2: The engagement experience
  • Impact of social media on customers and how it changes marketing
  • Social media monitoring
  • Workshop exercise

3

Coffee

0H:15M

 

4

Morning Session 2

1H:30M

  • Creating a social business
  • The architecture of participation
  • How content strategy and social platforms can drive business goals
  • Optimizing participation
  • Example of targeting Facebook advertising
  • Workshop exercise

5

Lunch

1H:15M

 

6

Afternoon Session 1

1H:30M

  • Model 3: The life cycle model
  • Best practices in life cycle application
  • Using mobile to acquire and develop the consumer relationship
  • What makes a good mobile strategy?
  • Mobile advertising

7

Coffee

1H:15M

 

8

Afternoon Session 2

1H:30M

  • Optimization
  • Workshop exercise: Review PPC ad performance
  • What can be optimized and opportunities to maximize ROI
  • Creative
  • Media
  • Copy
  • User experience
    • Future trends
    • New customer journey
    • Frictionless commerce
    • Natural user interfaces

9

End

 

  • Wrap up and questions

Instructors

trainer

Nick New

Nick New is managing director of the North America operation at Knowledge Engineers. He joined the firm in 2010 after a year of consulting for various e-commerce startups. His marketing career began in CPG brand management at Colgate-Palmolive Europe. In 1999, Nick joined an early tech startup, developing a mobile-accessible, user-generated, content-driven urban lifestyle site in 2000. After stints at several of London’s advertising, marketing, and PR agencies, Nick was appointed head of marketing for a group of Time Warner’s publishing brands, during the challenging time of evolving the magazine brands from print to digital platforms. In 2008, after winning awards for the web site and launching mobile, television, and digital radio franchises, he joined an e-commerce consultancy/production shop building digital content propositions for some of the world’s largest entertainment brands. Nick later became a marketing director within Universal Music Group International’s e-commerce project team. Nick is a member of the ANA Faculty.