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Bridging Digital And Traditional 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:Wednesday, June 12, 2013 at 8:30am
Ends:Thursday, June 13, 2013 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

Day 1:  Course Introduction

0H:30M

  • Establish the learning objectives of participants
  • Understand how each participant’s digital work gets done (internal / external)

2

Consumer Digital Behavior

1H:0M

  • Today’s consumer and their digital behavior: Desktop, Mobile, Social, Local
  • Consumer decision journey
  • ·Individual Exercise: sketch your personal digital touch points

3

Brand Marketing Objectives in the digital context

0H:30M

  • The Funnel and the Loop: Connecting the brand’s business objectives with the consumer journey

4

Brand Digital Strategies

0H:45M

  • Three digital campaigns case studies
  • Summary of best and worst  practices 
  • Group Exercise: Analysis of case studies using the Three Easy Pieces tool

5

The Digital Landscape: What’s in the Tool Box?

0H:30M

  • Making sense of the chaos: digital channels and platforms
  • The “Always On” brand
  • Paid, Leased, Owned, Earned media
  • Digital Trends: what can I expect in the next few years?

6

Owned Media & Content Strategy

0H:45M

  • Definition and role of owned media
  • Brand storytelling and content: development, management, and distribution
  • Owned distribution channels: web sites, email, blogs
  • Owned non-digital channels
  • Guided Individual Exercise: Create an inventory of your brand’s owned assets

7

Leased Media

0H:45M

  • Definition and role of leased media
  • Developing and managing consumer communities
  • Platform-specific discussions of good practices: Facebook, YouTube, Pinterest, Google+, Twitter
  • Checklist Exercise: Evaluate your brand’s Social Maturity

8

Paid Media

1H:15M

  • Definition and role of paid media
  • The always addressable consumer
  • The interplay of creative ideas and media formats
  • Examples: Search, Display, Social, Mobile, Gaming, Apps, Sponsored content
  • Group Exercise: evaluate sample campaigns; did the brand meet their objective?

9

DAY2: Earned Media

0H:45M

  • Definition and role of earned media
  • Sharing, ratings, reviews, blogs: understanding and moderating the conversation
  • Nurturing brand ambassadors
  • Guided Individual Exercise: Use digital tools to look at what folks are saying about your brand today.

10

Evaluation and Measurement

1H:00M

  • What can be measured in Owned, Leased, Paid, and Earned
  • Campaign Optimization
  • What should be measured: developing relevant KPIs for your brand
  • Exercise: Connecting brand & business results with digital metrics

11

Building the Consumer Relationship

0H:30M

  • Moving from a campaign approach to an “always on” consumer relationship
  • Connecting with the “always addressable” consumer
  • Case Study: CRM, CXM examples and evaluation

12

Executing digital plans for maximum success

0H:45M

  • Optimizing the agency relationship
  • Briefing for digital work
  • Managing digital projects: understanding the workflow
  • Working with multiple agencies
  • Checklist: defining digital deliverables in your brief

13

Putting it all together: developing the integrated marketing plan

1H:45M

  • How Traditional Marketing and Digital Marketing intersect
  • Individual Exercise: identify  current and potential intersection points for your brand
  • Integrating digital: applying the Three Easy Pieces tool to your marketing plan
  • Closing Exercise & Discussion: what will I do in the next two weeks based on what I have learned?

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