Digital Marketing

This event is over.

End-To-End Digital and Social Media Marketing

Learn how to visualize, plan and integrate powerful digital marketing strategies that click, engage, convert and measure.

A good online strategy pulls all the moving parts of digital together. It's a media plan, a search plan, a social media plan, a website experience, a marketing automation sequence and measurement approach all wrapped into an integrated platform. It enables all the channels, technologies and components of online marketing to guide your target audience into your organization’s sales funnel and lasting brand embrace.

Join us for a seminar where Harry J. Gold, CEO of Overdrive Interactive, walks through the practical steps and best practices organizations need to successfully launch a digital marketing platform that delivers on the power of the web. His seminar will include real case studies as well as strategy and tactical development exercises that will result in plans and ideas your company can start using right away.

Who is this course for?

This course is for marketers who want to get their brains around all the moving parts of digital marketing and wish to add power and potential to their current online platforms, channels and campaigns.

Course Benefits

Gain an understanding of how the major parts of digital marketing fit together and what tools, sites and opportunities apply to your organization.
Learn how to document your digital marketing strategy, platform and campaigns into easy to understand visual renderings and infographics.
Learn the practical steps and workflow required to plan, create, launch, maintain and measure a digital and social marketing channel.
See how digital marketing and media is being applied in both B-to-C and B-to-B organizations with actual case studies.
Cover related best practices for search (SEO & SEM), social media marketing, online media and display (banners), website conversion optimization, landing pages, email marketing, mobile, marketing automation and tracking and reporting.

When

Begins:	Tuesday, August 14, 2012 at 8:00am
Ends:	Tuesday, August 14, 2012 at 12:30pm

Where

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

Agenda

Content	Agenda
Welcome & Objectives	Who we are What the session will cover The impact technology has on planning, what’s different and what’s not
Classroom Interaction	What challenges have you been facing in delivering digital strategy?
Brief Introduction	The impact of technology on business
Understand how technology impacts your clients business, and what opportunities this creates to work with them strategically	Framing business challenges, not just communications challenges Review, with examples of the impact of technology across client business: Product and brand (servicification, customization, niche marketing, consumer input) Pricing (commoditization, new pricing models) Distribution methods and models (ecommerce, mCommerce) Promotion activity (Summary of the strategic impacts of technology on comms) Why without consideration of these factors planning is difficult
Group workshop & Handout	Groups of 4 How do these changes affect the brands that you work on? Rank which is the biggest opportunity and threat for your client’s brands and what you might be able to capitalize on
How communication strategy is different in a interactive world	Digital changes the way that audiences have defined the metrics that are used to judge success – quality not just quantity Build customer relationships not campaigns Two-way conversations are now expected by consumers Engagement rather than awareness is now recognized as a key brand success driver
The comms strategy process – setting objectives	How to set the right kind of objectives Separating signal from noise Moving beyond tactics to genuine strategic use of technology Data & measurement pitfalls to avoid Creating a multi-year strategic roadmap
The comms strategy process - generating consumer insight	Why insight is so important in an integrated world How insight can be different using digital tools (looking at broader consumer behavior to identify engagement opportunities) Introducing free tools you can use to find data which can be used to generate insight: Understanding consumer behavior
3 Planning Models: Shopping behavior oriented (influence) Engagement oriented Lifecycle management / CRM	Different models for different categories Consumer behavior online : influence overview Digital plays different roles in different categories – e.g. auto vs. electronics The process of research from broad to specific insights Overview of the engagement planning process The components of engagement Engagement research Introducing lifecycle management and basic segmentation How to create a content proposition to generate data Lifecycle management case studies Travelocity case study
How to strategically integrate interactive into marketing campaigns	The importance of integration from a campaign planning stage onwards Channel planning with media planning The importance of consistency Connecting offline and online media Demand stimulation and response capture Integrating message with medium Case study: Orange mobile phone
Exercise	Outline how you could have incorporated digital into this campaign –Case Studies
Optimization and measurement	Online – the accountable medium? Setting the right objectives Integration into econometric models Calculating ROI from online activity Taking optimization steps and the impact they can have Measuring brand equity – Dynamic logic Other tools
Wrap Up & Questions	Open