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