The Marketer's Path to Digital Media Excellence (Full Day) | School of Marketing | ANA

The Marketer's Path to Digital Media Excellence (Full Day)

(Full Day Workshop)

Digital technology has created a chaotic and rapidly changing media and marketing landscape where media decision making is challenged by an increasingly fragmented universe of media solutions, platforms, measurement systems, vendors and agency support models. Still, marketers must be able to find ways to sift through what is relevant to them and their brands in order to drive brand value and the market performance of their media investments.  

The most successful marketers know that to thrive in this modern era of media technology, digital media buying decisions must be tied to marketing strategy. Yet most marketers do not have the time to become digital media subject matter experts.

This workshop is designed to elevate your understanding of the digital media landscape, and your skill in using a disciplined approach to make smarter strategic and tactical digital media selections and decisions.  Through the use of case studies, real examples, exercises, tools, and Q&A sessions, you will learn how to more tightly connect all aspects of digital media planning and buying to their marketing strategy and marketing mix.  

Who is this workshop for?

  • Executives participating in digital media program development and decision-making who want to better understand how to apply digital media
  • Marketers, along with other marketing-related and support personnel, who want to increase their knowledge of current digital media topics

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 you can make optimal digital media decisions by better connecting to your marketing and media strategy.
  • How to focus digital media decisions and tactics within your media efforts where it best delivers against marketing strategy and objectives
  • How to de-mystify programmatic and understand how and when it may most help your brand

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to use the right metrics to evaluate, analyze, and compare online vs. offline media to better understand relative performance
  • How to gain insight into best practices that shorten testing and learning speeds
  • How to smooth out agency workflow by eliminating planning missteps

This workshop helps attendees improve marketing ROI by teaching them:

  • How to make digital media choices that are focused on your brand’s marketing and media strategy, producing superior in-market brand results
  • How to “right size” your digital investments, steering clear of diminished response curves enabling optimal ROI
  • How to prevent fraud

Download the full agenda here


  • Steve Palmisano

    Steve Palmisano is the founder of AdElevate and a member of the ANA Faculty who brings with him a long history of collaboratively driving strong dominant brands in both general and multicultural markets. Steve teaches Media Strategy.