Open day


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The presentation at ALBA Business Graduate School on 18 Feb 2014: Open Day for the Professional Diploma in Digital Marketing.

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Open day

  1. 1. Professional Diploma in Digital Marketing
  2. 2. ALBA Graduate Business School Executive Development
  3. 3. ALBA Identity - Vision & Mission  Not-for-Profit, private academic institution of graduate studies in Business Administration  Not-for-Profit association of 82 Corporate Members  Operates under the auspices of the:  Federation of Greek Industries (ΣΕΒ),  Hellenic Management Association (ΕΕΔΕ)  Athens Chamber of Commerce & Industry (ΕΒΕΑ) Our vision To become one of the leading research-driven Graduate Business Schools of Europe on the basis of excellence of teaching and intellectual impact on the business world, attracting outstanding faculty and students from all over the world. Our mission To educate visionary leaders of tomorrow who will act as agents of change and help shape the future business world by pushing forward the frontiers of knowledge related to the management of business organizations and making that knowledge relevant to practitioners. Generating and disseminating knowledge represent our twin objectives.
  4. 4. ALBA Activities PUBLIC EVENTS APPLIED RESEARCH & INTL PROJECTS EXECUTIVE DEVELOPMENT CAREER & ALUMNI OFFICE RESEARCH ACADEMIC PROGRAMS Attraction & Education of Talent Generation of Knowledge to People & Organizations Connecting Academic Knowledge, Professional Interests & Personal Skills With Meaningful Careers Adding Value to People & Organizations through Customized Executive Training Programs Pioneer in EU & Innovation Projects Offering Lifelong Learning & Networking
  5. 5. Executive Development Portfolio Open Seminars Diplomas Mini MBAs In House Seminars Executive Management & Leadership Programs In House MBA/MSc
  6. 6. ALBA Executive Development Clients We address the training and development needs of clients operating across market sectors PHARMACEUTICAL SECTOR TOURISM & ENTERTAINMENT FMCG MANUFACTURING PUBLIC SECTOR AUTOMOTIVE IT TELECOM BANKING RETAIL SHIPPING
  7. 7. •ALBA and Socialab join forces to: •Innovate in management training by leveraging complementary resources. •Organize and deliver an innovative Program on a “disruptive” and revolutionary new field. •Offer a “state of the art” program on a rapidly evolving field leveraging ALBA’s academic excellence, Socialab’s wide practice experience and Digital Marketing Institute’s knowledge in Digital Marketing. ALBA meets Socialab and DMI: Value Added in Digital Marketing
  8. 8. Socialab and the PDDM course
  9. 9. •Digital Marketing agency since 2009. •In digital marketing since 1999. •Focused on national and global brands. •We are the numbers guys. Socialab
  10. 10. Suit • Visit, the #1 resource for digital marketing • Check opinion pieces LinkedIn • Apply to join our Social Media GR group • More than 3,000 members, primarily marketers Socialab’s Record
  11. 11. Socialab Experience
  12. 12. George Anagnostopoulos • Creating content since 1994 • Into digital marketing since 1999 • Founder & CEO at Socialab Tasos Veliadis • In digital marketing since 2008 • Ermis Awards & Effie Awards • Partner & Business Unit Director at Socialab and more... Lecturers
  13. 13. Modules and Structure: 1. Introduction to Digital Marketing 2. Search Engine Optimization (SEO) 3. Search Engine Marketing / Pay Per Click (SEM / PPC) 4. Email Marketing 5. Digital Display Advertising 6. Social Media Marketing 1 7. Social Media Marketing 2 8. Mobile Marketing 9. Analytics 10. Strategy and Planning The Professional Diploma in Digital Marketing: Overview
  14. 14. €1,200 per person Company members - 20% ALBA / Deree alumni - 30% Cost
  15. 15. Certificate from the ALBA Graduate Business School Second certificate after exam from the Digital Marketing Institute extra cost: €200 Certification
  16. 16. Course Material Sample
  17. 17. • Broadcast: one way communication, push • Message driven: brand focused, features, benefits. • Didactic: tells, explains, elaborates, instructs • Constrained: fit with programming & print schedules and geographic boundaries. • Calendar & Budget bound: limits and start and end points • Power: retained by the media owner, and the advertiser Traditional Marketing Traditional marketing channels are characterised as:
  18. 18. • Interactive: many-to-many communication • Consumer driven: in terms of their interests and preferences. • Listening: follows the consumers needs • Un-constrained: liberated from schedules & boundaries. • Open ended: iterative (launch, review, adjust, re-launch) • Power: control & influence is with the consumer • Content Driven: in tune with consumer interests Digital Marketing an approach based on openness, transparency and engagement with the consumer
  19. 19. Company vs. Consumer Balance of Power Digital technologies are transformative and disruptive and characterised by a shift in power to the consumer.
  20. 20. Broadcast Website Transact Amazon Interact Ebay Converse Social Media Evolution of online interaction. The evolution of the web places the user centre stage and increasingly in control. Copyright © Digital Marketing Institute 2012
  22. 22. Framework Introduction to Digital Marketing PROFESSIONAL DIPLOMA IN DIGITAL MARKETING
  23. 23. Framework Introduction to Digital Marketing: Related Topics PROFESSIONAL DIPLOMA IN DIGITAL MARKETING
  24. 24. 1. 3i Principles • Initiate • Iterate • Integrate • Quality Scale Digital Marketing Method is the principles based framework for the application of digital marketing to achieve business goals 2. Framework • Visual Scheme • Digital Channels • Strategic Choices 4. Implementation • Customer Goals • Business Goals • Application 3. Tools • Email • Search • Social • Mobile Source: Digital Marketing Institute ©
  25. 25. 25 Consumers leave a trail It is access to these activities that gives digital marketing its power Buy Click Register Search for “Adventure Holiday” Click on Ad campaign Register for updates Purchase on site Search
  26. 26. Consumers reveal who they are It is access to these activities that gives digital marketing its power Search Buy Click Register Search for “Adventure Holiday” Click on Ad campaign Register for updates Purchase on site Location, Interest, Age Specific Requirement Urgency Budget}
  27. 27. Product or Service “Start with the customer and work backwards" Market reality is a better indicator of customer needs than market research MARKET RESEARCH MARKET REALITY Source: Digital Marketing Institute Search: keyword research tools Social: listening tools Digital: analytical tools Polls, questionnaires, history, focus groups, research. Customer
  28. 28. 1. Strategy • Start with the customer and work backwards Iterate Principle Effective Digital Marketing is an Iterative Process 2. Channels • Select Channels 4. Ammend • Creative • Message • Channel 3. Monitor • Analytics • Tracking Source: Digital Marketing Institute
  29. 29. Integrate Principle Depending on consumption channel users apply personal preferences and etiquette and expect marketers to do likewise. UserPrint TV Radio Email Mobile Phone Broadcast Websites and Discussion forums where the accepted norm is public an open. Transact Social Media Networks where the interaction is governed by social norms Interact Personal communications devices/systems with a personal etiquette Source: Digital Marketing Institute
  30. 30. Audience Awareness Audience Engagement Audience Conversion Audience Advocacy Learn Engage Act Tell Source: Digital Marketing Institute In digital marketing the dynamic is from quantity to quality. There is a quality scale in the interactions of an audience with an organisation. Quality Scale of Engagement
  31. 31. • Structure: starts small and gets better (iterative) • Budget: start small and invest based on success • Calendar: organic with no end point • Personnel: new work so new skills required. • Beyond Marketing: we are all in marketing now. Campaign Planning Implications What are the implications for marketing departments and their campaign planning?
  32. 32. 1. Goals • Understand the Benefits of SEO • Choose & Set Goals SEO: Process SEO is an ongoing dynamic process with goals, actions, review and iteration 2. On Page Optimisation • Keywords • Content • Meta-tags • Site Supports • Site structure 4. Analysis & Iteration • Analysis Tools • Performance Baseline • Review and Iteration 3. Off Page Optimisation • Link Building • Link Format • Content Marketing • Social Linking Source: Digital Marketing Institute ©
  33. 33. Concepts: Positioning Know how positioning affects clicks The proportionality of clicks between organic and paid. 30% of users click here and on the right (Paid listings) 70% of users click here (Organic listings)
  34. 34. 1. Subscriber Management • Data Collection • Data Segmentation • Data Management Email Marketing Process Effective email marketing is a process 2. Design & Content • Mail Clients • Interaction Process • Sender / Subject / Copy • Images & Attachments • Risks 4. Reporting & Analysis • Interaction Scale • Campaign Reports • Subscriber Reports • Split Testing 3. Delivery Systems • Email Service Providers • Scheduling Source: Digital Marketing Institute
  35. 35. Reporting: Campaign Snapshot Recognise standard reporting features with email marketing packages
  36. 36. 1. Define • Customer • Publisher • Objectives Digital Display Campaign Process Effective Digital Display Advertising is an Iterative Process 2. Format • Budget • Media • Formats • Ad Copy 4. Analyse • Measure • Analyse • Optimise 3. Configure • Targetting • Tracking • Go live Copyright © Digital Marketing Institute 2012
  37. 37. • Understand what the Google dashboard is. • Know that you can configure and customise the Google Analytics dashboard. Google Analytics Dashboard Dashboard is your configurable opening screen for Analytics management
  38. 38. Situation Analysis: Capabilites Rating your current capabilities from 1 to 5: Basic knowledge Limited Experience Practical Skills Advanced Application Expert Practitioner Website SEO SEM Email Display Social Media Mobile Analytics
  39. 39. Situation Analysis: Activities Describe your current activities under each of these headings and rate your current activities on a scale of 1 to 5 Describe your current activities Pre-Course Rating Post Course Rating Website SEO SEM Email Display Social Media Mobile Analytics
  40. 40. Socialab will contribute to the course with: • Its 4+ years of experience as digital marketing agency • The combined experience of 35 years in digital marketing of its 4 lecturers • Explaining how things work in the real world • Conveying the reality of how things are done in Greece • Live demos • Videos for you to watch • Self-assessments • Q&A sessions • Resources to point to for in-depth research Socialab’s Contribution
  41. 41. More Information about the Program at