Establishing an Effective Digital Brand Connection (Full Day) | School of Marketing | ANA

Establishing an Effective Digital Brand Connection (Full Day)

How to Build Customer Loyalty & Value in the Digital World
(Full Day Workshop)

Many marketers still struggle to connect digitally with customers in ways that clearly and authentically communicate the brand essence – and why your customers should engage with you.

The idea that you can convince customers to engage or purchase simply by telling them to is flawed; today ‘story doing’, showing, and acting on how your business can improve your customer’s life is essential to make a lasting impression.

Too often, brands today talk about who they are, their funding, or technical issues at a level that only an engineer could grasp. Talking this way alienates customers and, consciously or subconsciously, leaves a poor taste in their mouth, further risking losses in revenue and market share for your brand. Marketers need to clarify their brand’s voice, personality, and purpose to tell a story that resonates across all digital touchpoints and helps drive customer value.

Today, with new customer mindsets, social media, content marketing, and technology, the role of your company’s website shifts from a static information repository organized around your company’s needs to an engaging hub providing access and insights. At the same time, you are facilitating relationships with current customers and other relevant stakeholders. The resulting fluidity of content requires a cohesive organizational approach to content creation, distribution, and engagement in the digital space.

In this workshop, we will walk you through the steps to establishing, maintaining, and evolving your company's digital presence with authenticity. You will get clear on your brand’s voice and story and understand how that should impact and drive downstream digital creative. You will learn how to set up the right digital content team and get internal alignment on strategy for maximum effectiveness; how to select the proper tech stack for your customer journey; and how to measure and refine your digital brand messaging to ensure you engage customers in a way that brings meaning to them throughout the customer lifecycle.

*This workshop is suitable for both B2B and B2C audiences. Examples and exercises can be tailored to fit either scenario.

Who is this workshop for?
This workshop is for marketing and brand managers responsible for building a successful web presence and activation strategy, including:

  • Marketing Managers
  • Digital Marketing Managers
  • Community Managers
  • Social Media Managers

It is particularly relevant for brands that:

  1. want to build competitive advantage with their digital presence;
  2. are struggling to improve reach and customer loyalty but aren’t sure why;
  3. have limited (or no) dedicated content marketing team and need tools to help maximize resources and manage responsibilities efficiently.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to evolve a legacy website to an engaging content and social hub
  • How to create content that is meaningful and engaging to drive reach and distribution
  • What to measure and how to act on what you learn to move your business forward

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to establish governance and process that gain support across the organization
  • How to develop a culture of iteration and continuous progress
  • How to work effectively and efficiently with cross-functional teams, agencies, & internal stakeholders to deliver a web presence that convinces customers to act.

This workshop helps attendees improve marketing ROI by teaching them:

  • How to define and capture leads across the customer life cycle
  • How to set the right measurement goals


Download the full agenda here


  • Jay Mandel

    After nearly twenty years serving some of the world’s largest Fortune 500 companies in senior marketing roles, Jay now channels that experience to help organizations and individuals deliver emotional and meaningful connections with customers.