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Digital Marketing

This event is over.

Workshop Objectives

This two day workshop is designed for marketing professionals who want to deepen their understanding of digital marketing strategy and tactics. This course is not intended for digital marketing specialists; rather, it is for brand managers and product marketers who want to increase their digital knowledge and vocabulary, so that they can better integrate digital strategies and tools into overall marketing plans.

The workshop is divided into two days: the first day provides an overview of digital marketing tactics and how/when to deploy them, and the second day outlines the strategic umbrella within which digital tactics can integrate with non-digital marketing tactics. Participants may sign up for either or both days.

 Participants in this course should have at least 3-5 years of marketing experience, and already be familiar in strategic marketing concepts. Participants should have a general understanding of digital marketing channels, but do not need to have any digital marketing experience.

Course Benefits/Takeaways

Day One

This workshop will help the brand marketer:

  • Understand the digital tools available for building brand awareness, consideration, trial, purchase, and loyalty.
  • Define how to use paid, owned and earned media to support marketing objectives
  • Leverage the power of search engine marketing and social media channels
  • Articulate the role of branded content
  • Define how to evaluate digital campaigns

Day Two

This workshop will help the brand marketer:

  • Understand how digital technologies influence the ways customers make decisions
  • Determine digital channel priorities; how digital marketing channels compare to, and can integrate with, traditional marketing channels
  • Articulate digital objectives and develop robust briefs for digital execution partners by understanding the digital project process
  • Measure the effectiveness of digitally-enabled marketing campaigns

Workshop content is delivered in a modular format with group exercises designed to apply the concepts and deepen participant understanding. Course content includes case studies and best practices from both B2C and B2B companies.

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 Director, Digital Marketing for Brown-Forman Corporation, and President, Amiga Marketing LLC. Ms. Dufek has held a wide range of management positions with Brown-Forman since 1995; she has led the development of digital strategy as part of Brown-Forman’s Digital Marketing team since 2000, blazing the trail for digital innovation throughout the Brown-Forman portfolio of brands. She led the Jack Daniel’s digital team from 2008 to 2012, and now leads the development of enterprise-wide digital marketing strategies, focused on global web presence, digital advertising, and consumer relationship marketing through email and social channels. Prior to Brown-Forman, Ms. Dufek held management positions in Biotech, Direct Marketing and Heavy Manufacturing industries.

Ms. Dufek developed the strategies that created the largest and most engaged Facebook community in the spirits industry with Jack Daniel’s, and pioneered the use of Twitter in the Beverage-Alcohol category to launch Jack Daniel’s Tennessee Honey. She championed the adoption of responsive design for the rapid prototyping and launch of the global Jack Daniel’s web site. She founded Amiga Marketing LLC in 2013 to provide these powerful results to more brands.

 
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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