Mini-MBA™: Digital Marketing - Curriculum

Digital Marketing Strategy

This first session provides a comprehensive view of Digital Marketing. It starts at the "50,000 ft level" by looking at the trends that are driving the shift of dollars from traditional advertising to digital. It then delves deeper into the changes that are irreversible -- like users searching for and empowered by information online -- and how these changes necessitate changes in the way advertising and marketing are done. Finally many case studies are used to show how various disciplines within digital marketing are interrelated -- from search engine optimization (SEO), search engine marketing (SEM), website analytics, mobile marketing, and social media marketing.

 

Search Engine Marketing

Search Engine Marketing is the lowest cost of marketing and provides the highest results for gaining new visitors and building your business.  Learn practical techniques for growing your search engine rankings, managing a paid search ad campaign.  In addition, learn how these same techniques can help you build a better website; that increases sales, leads and your business - and then how to measure your success in these efforts!

Key Takeaways:

  • Rank for the right keywords 
  • Measure the right numbers 
  • Set up a paid search campaign without blowing your budget 
  • Techniques to make your website memorable 
  • Increase your conversions in a few easy steps 
  • Learn which improvements make you more money

 

Social Media Marketing

From Facebook to LinkedIn to Twitter and YouTube, firms and individuals are embracing social media platforms at an ever increasing pace.  This module addresses the many issues surrounding this new phenomena, and provides a high-level overview to help individuals and firms navigate social media to gain a competitive edge.  

Key Takeaways:

  • What are the best social media strategies and tactics to employ?
  • Should every company be on the social web, and how do you decide?
  • What is the special importance of blogging? Should your company blog?
  • What are new sources of power and influence on the social web?
  • What are the special organizational considerations for implementation and integration?

 

Mobile Marketing: Tools, Tips & Opportunities

In a world that will shortly have more mobile devices than people—who download 56 billion apps annually, send 350 billion text messages monthly, check their mobile phones 150 times daily, and access the Internetmore through their smartphones than through their PCs—mobile is, irrefutably, the largest technology platform in all of human history. It’s also the most opportunity-rich medium for reaching and engaging the customers of today, and tomorrow.

For marketers, mobile gives them the capabilities that they have long sought, and are now possible: ananytime-anywhere communications channel coupled with wide-ranging tools for creating powerful, brand-centric experiences. And that’s only the beginning… as mobile is also igniting an exciting new category of wearable devices.

In this power-packed, idea-rich module, participants will learn:

Optimizing Content For The Mobile Experience: Best practices and technologies—across Mobile Sites (m-sites) and Responsive Web Design (RWD)—for optimizing the experience of mobile users.

Wide-Ranging Marketing Strategies & Mobile Tools: A series of mobile-marketing strategies, supported by case examples featuring an array of mobile tools—including SMS campaigns, Mobile Apps, Mobile Web Sites, Mobile Barcodes, Mobile Augmented Reality, and Geo-Fencing.

Mobile’s Next-Generation Of  Wearables:  An introduction to mobile’s next wave of wearable devices, illuminating a host of exciting examples.

 

Content Marketing Strategies and Tactics

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Remove relevant and valuable and that’s the informational garbage you get from companies trying to sell you “stuff.”

Key Takeaways:

  • What is content marketing and what makes it different from other marketing?
  • Why do you need a documented content strategy and someone who oversees it?
  • When should marketers use various social media to distribute content?
  • How do you create valuable content that can change hearts, minds, and actions?
  • Where can you find a few relevant web, image, news, and YouTube search terms?
  • Who are some of the most effective and least effective content marketers?

 

Personalized Digital Experiences

The great promise of digital marketing -- putting precisely the right message in front of precisely the right customer at precisely the right time -- often goes unmet.

However, a number of tactics, including personalization, CRM, email marketing, and retargeting, can assist you in delivering just what your customer needs and help you reach your business goals. This module explores each of these topics and how you can apply them to make your digital marketing dollars work more effectively.

 

Web Analytics and ROI for Better Decision Making

Web Analytics and ROI might not be the sexiest topic in digital marketing but, for those who understand and master its principles, it establishes credibility, commands respect and is empowering. This module draws from all the others and demystifies web analytics because as Peter Drucker said: "If you can't measure it, you can't manage it." You will learn the 6 steps to Demystifying Analytics, the 10%/90% Rule and the 26 Key Measurements to mastering Web Analytics and ROI. You will also participate in "hands-on" activities and workshops where you get to construct Key Performance Indicators (KPI's) for your business or next endeavor. You'll leave with skills you didn't know you had before came to class.

 

UX and Marketing 


User Experience (UX) isn't just about making things "easy to use".  It's not about slick digital design and Webby awards.  It’s about creating experiences that drive business.  It's putting people – your customers, employees and suppliers - at the center of your business, having them at the table with you to understand and act on their wants and needs.  It's why Google, Amazon, Apple, Disney and other industry leaders continue to outperform and deliver strategic business outcomes.  These companies understand the need to always be considering 3 fundamental questions:

Who is your audience?
What are they trying to do?
How does your brand/product/service help them do it?

Many product and marketing teams think they know the answer to these questions, but their efforts ultimately fail (sometimes dismally).  Why?  Are they taking on "inside out" approach, focusing on the needs of their business/KPIs/agencies without given attention and voice to the prospects and customers they serve?  Though Marketing and UX approach may view experience from slightly different lenses, when combined they can bring successful solutions into sharp focus.  Give your company the 'business end of experience' with this module, which introduces the basics of User Experience, the strategic and tactical importance of true customer-centricity, how to integrate UX within your Marketing programs.

 

Online Customer Acquisition

Marketers pursuing online customer acquisition strategies try to get online prospects to complete a desired action relevant to their business. This "desired action" might look like an online purchase, online investigation that leads to an offline purchase, completion of a lead form, or even an email newsletter registration -- any conversion or micro-conversion that gets a customer more deeply engaged with a marketer's product or service. 

Key Takeaways:

  • eCommerce and digital-influenced sales strategies
  • The evolution of "multi-channel retailing" to "omnichannel retailing"
  • Importance of mobile and social media in online customer acquisition
  • Popular online marketing tactics throughout the online sales funnel
  • Direct response marketing tactics
  • Ways to measure online and cross-channel conversions
  • The future of online customer acquisition

 

Transforming Your Digital Marketing

Digital marketing is different from traditional offline marketing, but it’s still marketing. And any marketing program benefits from having all of its parts working together as a whole. Rather than implementing search, social media, mobile, and every other digital marketing tactic individually, what you really need to know is how to integrate them into a single digital marketing program that builds on each success.

Key Takeaways:

  • How to apply market segmentation to digital tactics
  • How to listen to what customers say and to watch what they do
  • How to improve your digital marketing return on investment
  • How to manage organizational change to improve digital marketing
  • How to expand reach across your entire organization