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Digital Marketing

This event is over.
When
Begins:Monday, December 3, 2012 at 8:30am
Ends:Monday, December 3, 2012 at 5:00pm
Where

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

Instructor: Harry J. Gold

Harry Gold is the founder and CEO of Overdrive Interactive, an award winning digital marketing firm that has served top companies such as Harley-Davidson, Samsonite, GE, Topps, Bazooka Candy Brands, Dow Jones, John Hancock, AXA, Principal Financial, AAA, AIG, EMC, The Rockettes, and IBM. Harry’s primary mission is to create innovative online marketing programs and to share the strategies and tactics behind those programs with both Overdrive’s clients and the world.

Harry is a member of the ANA Faculty and is also a frequent lecturer on search engine marketing, social media marketing, and online media for the American Marketing Association, the New England Direct Marketing Association, Search Engine Strategies, Mediabistro, and Harvard University. He has also written a number of expert columns for ClickZ.

 
Agenda

#

Module

Length (minutes not including Q&A)

Takeaway / Content Summary

1

Digital Strategy Development (Planning a strategic and tactical plan)

 30

-What do you want to learn?  Identifying questions, current challenges and knowledge gaps.

-Creating and visualizing an integrated digital strategy and end-to-end engagement plan (getting your head around the whole program).

2

Drive (Social media marketing and driving targeted traffic to your website)

120 - 150

-Social media marketing, making customer connections, social publishing and engagement, going viral, building buzz, traffic, thought leadership and credibility.

-Measuring social media ROI.

-SEO and SEM best practices, expanding your idea of search.

-Online display, retargeting, rich media, banners and sponsorships

- Integrating online and offline.

3

Capture, Nurture, Convert (Encouraging desired behavior to drive ROI)

60 - 90

-Encouraging desired behavior (actions, leads, downloads, email opt-ins, data capture, purchases, offline/retail purchases, viral, etc.)

-Conversion optimization, landing page best practices, etc.

-Great content, encouraging social connections and sharing

-Email best practices and triggered events

-Marketing automation overview

4

Measure and Optimize (Track, report and respond.)

30

-Understanding web and campaign analytics.

-Identifying critical key performance indicators.

5

Exercises

120

-Creating a digital strategy visualization and plotting user flow (“asking and then what”).

-Encouraging people to take action by developing a benefit and offer matrix and campaign landing page.

-Choosing the right keywords.

-Encouraging social sharing and connections.

-Developing useful social/viral content.

-Zeroing in on critical action – identifying the right metrics.

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