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Digital Marketing

This event is over.
When
Begins:Tuesday, April 8, 2014 at 8:30am
Ends:Wednesday, April 9, 2014 at 5:00pm
Where

Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022

Instructor: 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.

 
Agenda

#

Module

Length

Takeaway / Content Summary

1

The Digital Technology Landscape

1H:00M

  • Paid / Owned / Earned / Leased Media
  • Digital marketing trends: B2B, B2C

2

Brand Web Sites

1H:00M

  • The role of brand web sites within marketing strategy
  • Branded content
  • Search Engine Optimization
  • Digital Asset Management
  • The site development process: best practices for working with agency partners

3.

Social Marketing

1H:00M

  • Email and SMS
  • Major social marketing platforms
    • Facebook, Twitter, YouTube, etc.
    • Global social platforms
  • Community management
  • Maximizing engagement

4.

Digital Advertising

1H:00M

  • Search Advertising
  • Display Advertising
  • Mobile Advertising
  • Social advertising
  • Best practices for working with agency partners

5.

Leveraging Digital for Customer Insight

1H:00M

  • Establishing objectives and hypotheses
  • Platforms for social listening
  • Best practices: test and learn methodologies

6.

Measuring Digital Campaign Effectiveness

1H:00M

  • What can and should be measured
    • Paid
    • Owned
    • Earned
    • Leased

Day Two

1.

The Digital Technology Landscape

1H:00M

  • Paid / Owned / Earned / Leased Media
  • Digital marketing trends: B2B, B2C

2.

The Digital Decision Journey

1H:00M

  • Digital impact on the consumer / customer decision-making process

3.

Brand Marketing in a Digital World

1H:00M

  • Digital channels and platforms
  • Compare / contrast / integrate  with traditional

4.

Digital Strategy

1H:00M

  • Digital Strategy components
  • Good practices in digital integration

5.

Marketing Automation and CRM

1H:00M

  • Building and Nurturing Consumer / Customer Relationships
  • Lead Generation and Acquisition
  • Nurture and Retention Strategies

6.

Maximizing Success: Digital Measurement

1H:00M

  • Brand Metrics for digital channels
  • Defining Key Performance Indicators

 

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