Open day
-
date post
17-Oct-2014 -
Category
Business
-
view
432 -
download
4
description
Transcript of Open day
Professional Diploma in Digital Marketing
ALBA Graduate Business School Executive Development
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.
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
Executive Development Portfolio
Open
Seminars Diplomas Mini MBAs
In House
Seminars Executive Management &
Leadership Programs
In House MBA/MSc
ALBA Executive Development Clients
We address the training and development needs of clients opera4ng across market sectors
PHARMACEUTICAL SECTOR
TOURISM & ENTERTAINMENT
FMCG
MANUFACTURING
PUBLIC SECTOR AUTOMOTIVE
IT TELECOM BANKING RETAIL SHIPPING
• 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
Socialab and the PDDM course
• Digital Marketing agency since 2009. • In digital marketing since 1999. • Focused on national and global brands. • We are the numbers guys.
Socialab
Suit • Visit suit.gr, 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
Socialab Experience
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
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
€900 per person
Company members - 20% ALBA / Deree alumni - 30% Members of the Press - 40%
Cost
Certificate from the ALBA Graduate Business School
Second certificate after exam from the Digital Marketing Institute
extra cost: €300
Certification
Course Material Sample
• 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:
• 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
Company vs. Consumer
Balance of Power Digital technologies are transformative and disruptive and characterised by a shift in power to the consumer.
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
Framework
PROFESSIONAL DIPLOMA IN
DIGITAL MARKETING
Framework Introduction to Digital Marketing
PROFESSIONAL DIPLOMA IN
DIGITAL MARKETING
Framework Introduction to Digital Marketing: Related Topics
PROFESSIONAL DIPLOMA IN
DIGITAL MARKETING
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
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
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 }
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.
Cust
omer
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
Integrate Principle Depending on consumption channel users apply personal preferences and etiquette and expect marketers to do likewise.
User Print 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
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
• 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?
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 ©
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)
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
Reporting: Campaign Snapshot Recognise standard reporting features with email marketing packages
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
• 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
Situation Analysis: Capabilites Rating your current capabilities from 1 to 5:
Basic knowledge
Limited Experience
Practical Skills
Advanced Application
Expert Practitioner
Website
SEO
SEM
Display
Social Media
Mobile
Analytics
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
Display
Social Media
Mobile
Analytics
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
More Information about the Program at [email protected]