The document provides an overview of the topics that will be covered in a digital marketing course, including digital and integrated marketing models, conducting audits and analyses, understanding audiences, user experience design, content strategy, technology considerations, metrics and analytics, content management systems, and aligning digital efforts with other marketing tactics. It also outlines the learning objectives of the course, which are to understand and apply various digital marketing frameworks and tools, and develop a request for proposal to evaluate digital vendors.
The State of Marketing Automation Trends 2014 Marketo
Did you know that 91% of buyers are evaluating marketing automation for the first time? Finding the software is tough when you're new to automation. That’s why we teamed up with Software Advice to speak to hundreds of companies, determining what drives organizations to purchase these systems. Check out these slides for key (and surprising!) facts.
Drive business growth with top digital marketing trends in 2021Kelly Ston
Yes, global advertising use has declined by 2020, but given the financial turmoil that followed the Covid-19 crisis, this decline is only natural. After all, the global epidemic has completely changed the way businesses have always operated. However, because of the disruption, the world is finally convinced that digital media is the way to go. Some of the first obstacles can make you anxious but stay there if you see long-term success.
2016 State of B2B Digital Marketing Report - SlidesDemandWave
Nearly 300 B2B marketing leaders weighed in the biggest digital marketing challenges of 2016. Check out presentation and discover:
- The most effective tactics for winning more customers with digital
- Where marketers are planning to invest in 2016
- How to take on the #1 B2B digital challenge - measuring and proving ROI.
Prep to have your best year, yet. Get insight from our team to get started!
Expert Panel: Decoding the Impact of the iOS 14 UpdateTinuiti
Hear from experts across the industry, including mobile campaign developers, and the top leaders in full-funnel marketing, attribution, and mobile app and digital measurement.
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
Consumer journeys are non-linear, affected by a multitude of factors. Are advertisers equipped to keep pace?
This report, based on exclusive new data, takes a deep look at how people shop today, before providing insight into the strategies modern retailers should adopt to take advantage.
Download the full report here for free: https://www.clickz.com/resources/the-era-of-ecommerce-capitalizing-on-the-new-customer-journey/
The State of Marketing Automation Trends 2014 Marketo
Did you know that 91% of buyers are evaluating marketing automation for the first time? Finding the software is tough when you're new to automation. That’s why we teamed up with Software Advice to speak to hundreds of companies, determining what drives organizations to purchase these systems. Check out these slides for key (and surprising!) facts.
Drive business growth with top digital marketing trends in 2021Kelly Ston
Yes, global advertising use has declined by 2020, but given the financial turmoil that followed the Covid-19 crisis, this decline is only natural. After all, the global epidemic has completely changed the way businesses have always operated. However, because of the disruption, the world is finally convinced that digital media is the way to go. Some of the first obstacles can make you anxious but stay there if you see long-term success.
2016 State of B2B Digital Marketing Report - SlidesDemandWave
Nearly 300 B2B marketing leaders weighed in the biggest digital marketing challenges of 2016. Check out presentation and discover:
- The most effective tactics for winning more customers with digital
- Where marketers are planning to invest in 2016
- How to take on the #1 B2B digital challenge - measuring and proving ROI.
Prep to have your best year, yet. Get insight from our team to get started!
Expert Panel: Decoding the Impact of the iOS 14 UpdateTinuiti
Hear from experts across the industry, including mobile campaign developers, and the top leaders in full-funnel marketing, attribution, and mobile app and digital measurement.
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
Consumer journeys are non-linear, affected by a multitude of factors. Are advertisers equipped to keep pace?
This report, based on exclusive new data, takes a deep look at how people shop today, before providing insight into the strategies modern retailers should adopt to take advantage.
Download the full report here for free: https://www.clickz.com/resources/the-era-of-ecommerce-capitalizing-on-the-new-customer-journey/
A talk at E-commerce North Show from Dave Chaffey of Smart Insights covering 15 questions to ask about the latest trends including AI and machine learning and user experience.
From Mad Men to Moneyball: Research and Hands on Tools to Guide Your Marketin...SugarCRM
In this enablement session we review 2014 CMO research highlights and introduce a marketing maturity model that diagnoses where you are at, where you want to be, and how to get there.
With hundreds of different ways to reach customers online, businesses are competing to stay relevant in a complex and crowded environment. We surveyed 200+ digital marketing executives to hear their thoughts on the future of digital marketing and how it's evolving.
Most businesses understand the importance of social media in their marketing, customer service and sales efforts; however, they still struggle to capture and analyze all the rich information and insights that the massive social data landscape provides.
The measurement of a campaign’s success or even your audience’s interests can be difficult to interpret without proper secondary data. So how do you benchmark and measure social data to measure campaign success? Join us as social data experts from Marketo and Synthesio discuss how brands get ahead of the game and stay there - with the right benchmarking & measurement strategies and technologies.
"Retro-programmatic": A Look at Programmatic Marketing Yesterday, Today and T...Rubicon Project
Big data isn't new to marketers. Knowing a brand's audience has stood as a fundamental marketing principle since long before the web and in an era of sophisticated targeting tools and technology has even more relevance. Leveraging a wider variety of datasets (demographic, psychographic, transactional, intent) and strategies (behavioral, retargeting, dynamic messaging) in real-time, marketers can now personalize their value proposition to niche audiences and shorten that path to purchase. And with the right programmatic mindset, marketers will soon be able to deliver that message natively, in outdoors and connected TV.
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by James Wilsdon, Vodafone, @nickwilsdon - Understanding The Mobile SEO Opportunity. #benchmarksearchconf
3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
Marketo's Secret Sauce: Smarter Marketing for Best ResultsSugarCRM
You’ve heard the buzz about marketing automation and how it can help maximize your marketing efforts. But do you really grasp its full potential? Get the inside scoop from Jon Miller (@jonmiller), VP Marketing and co-founder at Marketo. In this session, Jon will share an up-close and exciting look into the content marketing, lead generation, and marketing automation strategies that are driving Marketo’s growth, including:
- Key trends driving marketing automation
- Designing programs to be measurable
- Key lessons to improve your performance, profitability, and credibility with marketing metrics and analytics
- How the experts at Marketo do it themselves, including actual examples of how Marketo’s smart and innovative programs produce eye-popping results
Big things are happening in programmatic.
We’ll share actionable insights to drive business results in 2021, while exploring the potential impact of each trend over the next decade. Sign up and uncover strategies to address key trends like:
- Cookieless World: The future of identity & audiences
- Video: Learn why a fragmented video landscape needs integration
- AI: Humans are advancing AI into unique and creative use-cases
- Ecommerce: All brands are now ecommerce brands, what does that mean for marketers?
- Gaming: Already bigger than the Super Bowl! Never been a better time to get in the game
- Creative: Creative meets digital for hyper-targeted, customization at scale
- Omnichannel Activations: Consumers are everywhere, are you?
Informer: Multidimensional Reporting and Dashboarding for SugarCRMSugarCRM
Join Tim Nicholson, Director of Customer Services at Entrinsik, Inc. as he discusses the new integration between Informer and SugarCRM and how this combination extends the tremendous value of Sugar by linking Sugar with data from multiple sources, giving users the ability to create ad-hoc reports and dashboards based on real-time information from disparate sources of data. Tim will provide examples of how using Informer with Sugar gives users greater insight into their sales and marketing metrics for instant visibility into company performance and customer behavior.
Win Customers’ Hearts & Minds with a Personalized Email StrategyTinuiti
Hear our experts talk about how your zero- and first-party data are key to an enhanced customer experience. Join us to learn how to use AI and predictive analytics. Plus, we’ll reveal how our experts use this data to take email strategy to the next level.
Rio SEO Webinar: Transforming Mobile Searches Into Sales: The Hype Around Bea...Rio SEO
In this webinar, Warren Raisch and Greg Sterling will share the latest insights and tactics enterprise brands are using to convert online searches to offline sales, and how brands are using beacon and other location-based technology to tap into mobile searches. For more information please visit: http://rioseo.co/1MKn7Gq.
Improving Marcom - Product Line Management interface in order to promote a more “predictable” working environment, and dramatically reduce last minute emergencies.
A talk at E-commerce North Show from Dave Chaffey of Smart Insights covering 15 questions to ask about the latest trends including AI and machine learning and user experience.
From Mad Men to Moneyball: Research and Hands on Tools to Guide Your Marketin...SugarCRM
In this enablement session we review 2014 CMO research highlights and introduce a marketing maturity model that diagnoses where you are at, where you want to be, and how to get there.
With hundreds of different ways to reach customers online, businesses are competing to stay relevant in a complex and crowded environment. We surveyed 200+ digital marketing executives to hear their thoughts on the future of digital marketing and how it's evolving.
Most businesses understand the importance of social media in their marketing, customer service and sales efforts; however, they still struggle to capture and analyze all the rich information and insights that the massive social data landscape provides.
The measurement of a campaign’s success or even your audience’s interests can be difficult to interpret without proper secondary data. So how do you benchmark and measure social data to measure campaign success? Join us as social data experts from Marketo and Synthesio discuss how brands get ahead of the game and stay there - with the right benchmarking & measurement strategies and technologies.
"Retro-programmatic": A Look at Programmatic Marketing Yesterday, Today and T...Rubicon Project
Big data isn't new to marketers. Knowing a brand's audience has stood as a fundamental marketing principle since long before the web and in an era of sophisticated targeting tools and technology has even more relevance. Leveraging a wider variety of datasets (demographic, psychographic, transactional, intent) and strategies (behavioral, retargeting, dynamic messaging) in real-time, marketers can now personalize their value proposition to niche audiences and shorten that path to purchase. And with the right programmatic mindset, marketers will soon be able to deliver that message natively, in outdoors and connected TV.
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by James Wilsdon, Vodafone, @nickwilsdon - Understanding The Mobile SEO Opportunity. #benchmarksearchconf
3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
Marketo's Secret Sauce: Smarter Marketing for Best ResultsSugarCRM
You’ve heard the buzz about marketing automation and how it can help maximize your marketing efforts. But do you really grasp its full potential? Get the inside scoop from Jon Miller (@jonmiller), VP Marketing and co-founder at Marketo. In this session, Jon will share an up-close and exciting look into the content marketing, lead generation, and marketing automation strategies that are driving Marketo’s growth, including:
- Key trends driving marketing automation
- Designing programs to be measurable
- Key lessons to improve your performance, profitability, and credibility with marketing metrics and analytics
- How the experts at Marketo do it themselves, including actual examples of how Marketo’s smart and innovative programs produce eye-popping results
Big things are happening in programmatic.
We’ll share actionable insights to drive business results in 2021, while exploring the potential impact of each trend over the next decade. Sign up and uncover strategies to address key trends like:
- Cookieless World: The future of identity & audiences
- Video: Learn why a fragmented video landscape needs integration
- AI: Humans are advancing AI into unique and creative use-cases
- Ecommerce: All brands are now ecommerce brands, what does that mean for marketers?
- Gaming: Already bigger than the Super Bowl! Never been a better time to get in the game
- Creative: Creative meets digital for hyper-targeted, customization at scale
- Omnichannel Activations: Consumers are everywhere, are you?
Informer: Multidimensional Reporting and Dashboarding for SugarCRMSugarCRM
Join Tim Nicholson, Director of Customer Services at Entrinsik, Inc. as he discusses the new integration between Informer and SugarCRM and how this combination extends the tremendous value of Sugar by linking Sugar with data from multiple sources, giving users the ability to create ad-hoc reports and dashboards based on real-time information from disparate sources of data. Tim will provide examples of how using Informer with Sugar gives users greater insight into their sales and marketing metrics for instant visibility into company performance and customer behavior.
Win Customers’ Hearts & Minds with a Personalized Email StrategyTinuiti
Hear our experts talk about how your zero- and first-party data are key to an enhanced customer experience. Join us to learn how to use AI and predictive analytics. Plus, we’ll reveal how our experts use this data to take email strategy to the next level.
Rio SEO Webinar: Transforming Mobile Searches Into Sales: The Hype Around Bea...Rio SEO
In this webinar, Warren Raisch and Greg Sterling will share the latest insights and tactics enterprise brands are using to convert online searches to offline sales, and how brands are using beacon and other location-based technology to tap into mobile searches. For more information please visit: http://rioseo.co/1MKn7Gq.
Improving Marcom - Product Line Management interface in order to promote a more “predictable” working environment, and dramatically reduce last minute emergencies.
These slides use concepts from my (Jeff Funk) course entitled Biz Models for Hi-Tech Products to analyze the business model for Uber’s taxi service. Uber’s service enables anyone to provide taxi services and it provides dynamic pricing for better matching of supply and demand. Its value proposition for potential drivers is the opportunity to work as driver on their own hours. Its value proposition for user to lower taxi fares during most times of the day and a higher supply of taxis (and higher prices) during peak demand. The customers are tech-savvy and smart phone users who value their time. Uber receives payments directly from customers and keeps a percentage of these payments as its income. Uber’s patents for a demand-price algorithm represent a barrier of entry and thus a method of strategic control.
Web content: it's the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be "somebody else's problem."
These are session keynote Karen McGrane's slides from her portion of the presentation. Thanks for coming!
Looking for Digital marketing course in Delhi Saket, Khanpur, Delhi NCR? Visit DizitalAdda, the leading Digital Marketing Institute in Delhi, and get hands-on experience.
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Marketing MO
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Moderandi Inc.
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Moderandi Inc.
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
Explore E-Brochure of Digital Gurukul -
We provide 36 Modules of Intense Classroom and Practical Training in Digital Marketing.
About Digital Gurukul - Digital Gurukul Award winning Central India's 1st Complete Digital Marketing Training Institute in Indore with 2450+ students trained with lifetime support.
Visit - www.digitalgurukul.in
Call - 9584831230/9022888883 for FREE Counselling/Guidance
Digiapolis is an interactive web development and marketing company focused on delivering opportunities to your business bringing bold marketing ideas, an effective use of technology, and a passion for execution.
Eloqua breakfast briefing pres apr 2012Gerry Brown
'Setting The Context for High Performance Joined-up Marketing' looks at the strategies and planning customers should conduct before investing in marketing automation. Using proven academic marketing models aligned with recent research into B2B marketing best practices, this presentation sets the context for sustainable marketing improvement using the latest marketing automation technologies.
In order to maximize the Return on Investment of your Marketing Automation Investment, Best-in-Class Marketing organizations showing high inquiry to close ratios and higher overall year-over-year revenue growth typically create a centralized infrastructure of the right people, processes, technologies to work with the wider marketing team in planning, executing, measuring and optimizing the effectiveness of their programs. This infrastructure is known as a Demand Center of Excellence.
But setting up a Demand Center is not easy and it takes investment and time.
For organizations that are eager to ramp up quickly and see results fast, there is an option: Hire an external organization to run marketing operations.
In this presentation, I cover:
1. Key Advantages of a Demand Center
2. Partial, Full and other Outsourced Demand Center Models
3. When to consider an Outsourced Demand Center
4. What to consider when choosing an Outsourced Demand Center Partner
If you have invested in Marketing Automation or are considering purchasing a Marketing Automation solution, this presentation will provide you with the insights and options you might be looking for to be successful.
MATATAG CURRICULUM: ASSESSING THE READINESS OF ELEM. PUBLIC SCHOOL TEACHERS I...NelTorrente
In this research, it concludes that while the readiness of teachers in Caloocan City to implement the MATATAG Curriculum is generally positive, targeted efforts in professional development, resource distribution, support networks, and comprehensive preparation can address the existing gaps and ensure successful curriculum implementation.
Delivering Micro-Credentials in Technical and Vocational Education and TrainingAG2 Design
Explore how micro-credentials are transforming Technical and Vocational Education and Training (TVET) with this comprehensive slide deck. Discover what micro-credentials are, their importance in TVET, the advantages they offer, and the insights from industry experts. Additionally, learn about the top software applications available for creating and managing micro-credentials. This presentation also includes valuable resources and a discussion on the future of these specialised certifications.
For more detailed information on delivering micro-credentials in TVET, visit this https://tvettrainer.com/delivering-micro-credentials-in-tvet/
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Normal Labour/ Stages of Labour/ Mechanism of LabourWasim Ak
Normal labor is also termed spontaneous labor, defined as the natural physiological process through which the fetus, placenta, and membranes are expelled from the uterus through the birth canal at term (37 to 42 weeks
The simplified electron and muon model, Oscillating Spacetime: The Foundation...RitikBhardwaj56
Discover the Simplified Electron and Muon Model: A New Wave-Based Approach to Understanding Particles delves into a groundbreaking theory that presents electrons and muons as rotating soliton waves within oscillating spacetime. Geared towards students, researchers, and science buffs, this book breaks down complex ideas into simple explanations. It covers topics such as electron waves, temporal dynamics, and the implications of this model on particle physics. With clear illustrations and easy-to-follow explanations, readers will gain a new outlook on the universe's fundamental nature.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar Kanvaria
4. Upon successful completion of this course, you will be
able to:
•Apply Digital and Integrated marketing models as
described in this course
•Conduct a competitive audit of your Website using best-practice
tools
•Understand the fundamentals of target audience definition,
including user goals and persona creation
•Understand the importance of User Experience Design and
Website usability
•Understand the importance of Information Architecture
•Conduct a content audit and understand the basics of
copywriting for the Web
•Understand technology considerations that affect the success of
Digital marketing
4
5. Upon successful completion of this course, you will be
able to:
•Conduct business requirements gathering and analysis as an
input to a Request for Proposal
•Understand the Digital project management lifecycle
•Understand the importance of metrics, Key Performance
Indicators, reporting & analytics
•Understand the benefits and potential pitfalls of Content
Management Systems
•Understand how digital marketing efforts align with other
tactics, including traditional, SEO, paid search, mobile, social
and email marketing – integrated marketing
•Develop a Request for Proposal document to assist
in the evaluation and selection of Digital marketing
and development vendors
5
7. Digital
Digital
Marketing…
Marketing…
Is the HUB. 7
Is the HUB.
8. Models
Models
In order to add some structure to our thinking, some frameworks
In order to add some structure to our thinking, some frameworks
are necessary.
are necessary.
8
15. Digital Marketing
Digital Marketing
2 Questions:
2 Questions:
How do we frame our Plan?
How do we frame our Plan?
How do execute on that Plan?
How do execute on that Plan?
15
16. Strategic Marketing Models
eople.
Target Audience; internal stakeholders
bjectives.
What are we trying to accomplish?
trategies.
How are we going to get there?
ools, technologies.
What are we going to use
16
16
17. Digital Marketing Models
Think: research, plan and strategise. Use the
opportunities of digital to
meet communications, market and product
challenges. Plan assets and
campaigns.
Create: build beautiful assets, from websites
and videos, to banner adverts
and applications.
Engage: use channels to drive traffic to those
assets and build relationships
with customers.
Optimise: track and analyse to understand
how assets and campaigns are
performing. Derive insight to improve and test
assets and campaigns.
eMarketing: The Essential Guide to Digital Marketing', 4th
Edition. p.16
17
19. Digital Marketing Models
his is what we use to execute the plan…
Based on industry best practices that ensure end-to-end project integrity. Its methodology is designed to
specifically accommodate the needs of digital marketing. Under normal circumstances, this process allows
ample room for the creative process to unfold while preserving the discipline of technology-based project
management.
Discovery: Opportunity, initiation, audits,
primary and secondary research and interviews,
analysis and strategy, personas, creative and
technical briefing.
Definition: Concept and strategic development,
design concepts, wireframes, site maps, business
and functional requirements, solution architecture,
production plan.
Design: Experience validation, creative and
technical solutions, and functional prototyping.
Development: Creative and technical
production, documentation, backend support and
integration, quality assurance and testing.
Delivery: Launch, end-to-end system testing,
localization of languages, deployment, optimization
and maintenance. 19
19
36. 1. Discover
1. Discover
Before we can define the marketing challenge and look for
Before we can define the marketing challenge and look for
solutions, we first have to ask…
solutions, we first have to ask…
36
37. Internal Analysis
Internal Analysis
A review of Website Analytics; Content Mapping; SWOT Analysis
A review of Website Analytics; Content Mapping; SWOT Analysis
37
38. Competitive Analysis
Competitive Analysis
There are aa number of Website review methodologies that we can
There are number of Website review methodologies that we can
use.
use.
38
39. orrester TM Website Review Scorecard
Forrester measures on 4
criteria: Value;
Navigation,
Presentation and Trust.
Heuristic analysis of
25 questions results in
an aggregate score in a
range of 50 (‘perfect’)
to -50 (‘disaster’).
39
40. orrester TM Website Review Scorecard
Forrester's Web Site User Experience Review uncovers flaws that prevent users from accomplishing key goals on Web sites. It's is an expert
evaluation, a type of methodology - also known as a heuristic evaluation or scenario review -
that was originally developed by Rolf Molich and Jakob Nielsen as a lower-cost alternative to lab-based usability techniques.
40
41. ‘Immersibility’ Index
The ‘Immersibilty’ Index (first described by Agency.com in
2000) involves an expert, heuristic review of websites based
on 7 categories which when combined provide a complete
picture of digital properties strengths and weaknesses.
These criteria are:
Immer sibility – How quickly does the website immerse the user in
the online experience? Includes heuristics, aesthetics, way-finding,
status and visibility, user-centred design principles.
Findability - How easy is it to find the website? Intuitive and
memorable domain name, search engine results – Search Engine
Optimization and Search Engine Marketing results.
Content – Depth, breadth, recency, and relevancy of content.
Capabilities – What can the user do on the website? Online tools,
interactive quizzes, games, downloadable applications, etc.
Community – Can the user interact with others? Discussion
Forums, Live Chat, Social Web (Twitter, FaceBook), Forums, etc.
Commer ce/Conver sion – How easy is it for user to begin and
complete a given task or to complete a transaction?
Cr oss-Channel Customer Experience – How do offline,
customer service and Social Web channels knit together?
41
41
42. Social Web
Social Web
How do we evaluate our competitor’s Social Presence?
How do we evaluate our competitor’s Social Presence?
42
44. POST Analysis
Define your target audience is and plan What are we trying to accomplish? Are we trying to
accordingly. Do we want to engage your customers communicate directly with our customers – to engage in
directly? Or, do we want to engage other like-minded direct conversation? Or, are we attempting to demonstrate
organizations in the same ‘business’ ? Do we have the subject matter expertise? Is our goal customer service? The
appropriate resources to converse and engage on Social answer to these questions will determine our Strategies and
Web? which Social Web technologies we choose.
With literally thousands of Social Web channels to choose
How are we going to accomplish our
from, this can be an interesting challenge. For most
Goals? Will we be using Social Web as a
organizations, it makes sense to start small, stable and proven
broadcast tool – for Calls to Action? Or, will
and then expand as required. A review of what peers are doing
we be engaging constituents in deeper and
is also prudent.
broader conversation? Again, this influences
A starter toolkit normally involves a broadcast tool
or choice of tools.
(Twitter); a conversation tool (FaceBook); a video channel
(YouTube, Vimeo); and a ‘Business to Business’ channel
(LinkedIn).
4444
45. Engaging in the Conversation
1. Evaluate the Landscape 2. Build a Relevant Presence
Identify established channels, influential After identifying key organizations and it will
organizations and users as well as be important to Connect with the top 5% of
editorial themes and content. This this constituency to give you credibility.
research is critical before establishing
any kind of Social Web presence.
4. Use your Influence 3. Develop the Community
You can then amplify and scale by arming Next, the need to move community
active users information and the tools they stakeholders from being indifferent
require. This also represents the ‘tipping towards your ‘brand’ to champions
point’ – when you can begin to use your and advocates of the programs and
Social Web channels for appeals and services you provide.
promotions. But, trust must be earned.
45
45
46. Social Web – Next Steps
‘Market’ Research
‘Market’ Research
In our context we’re talking about ‘User Research’ and
In our context we’re talking about ‘User Research’ and
Participatory Design
Participatory Design
46
48. Primary vs. Secondary
eMarketing: The Essential Guide to Digital Marketing', 4th
Edition. p.45
48
49. Participatory Design
Participatory
Design (PD) is done
with real users of the system.
Unlike user-centered design
which supposes that research
and design work is done on
behalf of users. PD focuses on
acquiring practical tacit
knowledge from the users who
will actually use the
technologies. PD is most
effective in helping envision and
shape practical elements within
a larger IT project.
49
50. Participatory Design
By attempting to surface user motivations, wishes, dreams
around the end state solution, PD assists in acquiring the
practical knowledge from the users who will actually use
the system.
Roundtable Focus Groups
Online
surveys
50
51. A Practitioner's Guide to Digital
Marketing
BMC 319-001
Downtown Campus 906, 8th Ave SW, Calgary,
Room: 222
51
Editor's Notes
Introductions
Review of Course outline, grading and assignments
What else would you like to see? Mobile, social, etc.
Acts as a hub for all other marketing efforts.
doodle
doodle
How does it all fit together
How does it all fit together
http://www.businessweek.com/magazine/content/06_42/b4005078.htm The novel advertising scheme developed back in 2001 is a good example. Jim McDowell, then U.S. vice-president of marketing, was confident the project, dubbed "Big Idea," and kept under tight security in "War Room" No. 6 at BMW USA's Woodlake (N.J.) headquarters, would create just the kind of consumer buzz that BMW wanted—and would ultimately be more cost-effective for BMW than Super Bowl advertising. The idea was to give film directors a BMW car around which a compelling short film was to be made. Many of the tales centered on life-and-death chase scenes, but several were humorous or even melancholy. McDowell figured if The Hire , took off and the films were downloaded from BMW's Web site by 1 million to 2 million viewers, BMW would chalk up the same number of eyeballs as a snappy advertising campaign aired during the Super Bowl, but would reach a higher percentage of BMW-type customers, progressives with a nose for cinema, technology, and high bandwidth. "If you really understand your consumer, you can be very clever about how to communicate. You can change the whole paradigm," says McDowell, who is now executive vice-president at Mini. SNOWBALL EFFECT. McDowell didn't take any half-measures. He went after talented directors such as John Frankenheimer ( The French Connection ) and Ang Lee ( Crouching Tiger, Hidden Dragon ), and signed up stars such as Madonna, Clive Owens, and Gary Oldman—giving them complete artistic freedom, aside from the BMW model that starred in each film. No advance advertising heralded the Internet launch of the films. The buzz started slowly with the first film but grew to avalanche proportions by the time Madonna's short comedy film about a cranky diva was released, overwhelming BMW's expectations and forcing the automaker to add servers as fast as it could. But it didn't stop there. As the short-film gambit rocketed around the blogosphere, national TV broadcasters flooded McDowell's office with requests for interviews on CBS, Entertainment Tonight , and Fox News. The novelty of an automaker producing films fanned public interest and stoked downloads. "EXPERIMENTAL ENVIRONMENT". After one year, the number of viewers who had visited BMW's Web site to download The Hire shot to over 21 million, and with three more films added in 2002, it rocketed to 100 million , sparking a Harvard Business School case study. One million enthusiasts ordered a DVD with all eight films. All this 4 years before YouTube….!
Image from 2009…
From Josh Bernoff, author of Groundswell. A simple way to accomplish your goals. People. Target Audience, Company culture Objectives. Decide what your want to accomplish Strategies: Plan for how relationships with customers will change Tools/Technologies/Tactics.