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Home » Course » In-Person Marketing Courses » Digital Marketing Institute

Course Details

Digital Marketing Institute

Go behind the scenes of some of the most effective marketing campaigns and strategies in digital storytelling, content marketing, video and gamification strategies from the most successful brands on earth.


In-Person Course



Digital Marketing



2 days —
See Dates

$599
non-members $999
Take This Course

  • Overview
  • Outline
  • Convince Your Boss
  • Testimonials

Course Description

Don’t blink. Because in the nanosecond that your eyes were closed, something changed in the world of digital marketing. To keep up with the changes and propel your career forward, you need to master the foundational concepts. Two days at the Digital Marketing Institute will set you up for digital success. This information-packed seminar will provide practical, actionable ideas on website optimization, search, email, online advertising, content marketing, gamification, social, mobile and emerging media. You’ll learn how to use digital channels to create unforgettable customer experiences, acquire customers, engage and retain them, and turn them into advocates for your brand. And, perhaps most important, you’ll be exposed to online analytics, so you know how to measure success, fine-tune your strategy and optimize your program.

Customers are online, making buying decisions. If you want to influence them to choose your brand, take this course.

Topics

  • Learn how to successfully use the Internet and other digital media to sell your products or services
  • Explore the strengths, weaknesses and nuances of almost every digital channel
  • Gain the skills and knowledge of how participate in the digital dialogue with your customers so they ultimately become brand evangelists who sell your product for you.

Instructors

headshot

Neil Feinstein

Assistant Professor
St. John’s University
Read Biography »

Want a certificate?

  • This course has a certificate add-on option. In addition to the 2-day in-person course, you will need to take an online exam. Click here to register for the certificate program.

Cancellation Policy »
See DMA Member Benefits »

Download Course Outline
Day 1 — Activate

Introduction

  • Two elements of digital marketing
  • History of digital
  • Strategic context / A New World Order
  • The old way to sell / The new way to sell
  • The Path to Purpose
  • The Ins and Outs of Personas
  • User Experience “Don’t Make Me Think”

Personas

  • Marketing 1.0 (product based)
  • Marketing 2.0 (consumer based)
  • Marketing 3.0 (collaboration based)
  • Our new marketing partners
  • Defining customers
    • Traditional ways
    • Segmentation
    • Personas
  • Traditional ways
  • Segmentation
  • Personas

Usability

  • Why consumers go online
  • Usability definition(s)
  • Usability tenets
  • 6 Digital design tenets
  • Writing for the Web
    • 18 web copywriting tips
  • Applying tips & tenets to landing pages (includes multiple award-winning samples)

Storytelling

  • How storytelling works
  • Multiple storytelling samples
  • Modern techniques for storytelling

Content Marketing

  • Definition
  • Components of Content Marketing
  • Most powerful Content Marketing channel

Video

  • Why video works
  • Video samples

Gamification

  • What Gamification is NOT
  • What Gamification is
  • Definition
  • According to Gartner…
  • Most famous example of Gamification
  • In-class Exercise: Gamification brainstorm
  • A Word on Marketing Automation

Driving Website Traffic

  • Digital advertising firsts
  • Our “Any Time, Any Where” culture
  • Digital marketing charts

Search

  • SEM / PPC definition
  • SEO / Organic Search definition
  • How SEO works (video)
  • SEO principles & best practices
  • SEO tools
  • Tips on writing text ads (video)
  • Search metrics

Email

  • Objectives
  • What works creatively
  • Award-winning email example
  • Email metrics

Online Advertising

  • The online advertising Ecosystem
  • Buying/Selling online ads simplified
  • Demand Side Platform benefits
  • Online targeting options
  • Programmatic buying / what it is
  • Programmatic buying / benefits & barriers
  • Online advertising metrics
  • Online advertising creative
    • Formats
    • 6 Foundations of Great Digital Creative
    • The story arch
    • Creative showcase

Day 2 — Energize
Social Media

  • Definition
  • Social Media MARKETING
  • Slaying conventional wisdom
  • The Social Media landscape
  • In-class exercise: Which Social Media & Why
  • 2 Classifications of Social Media
  • Social INFLUENCE Marketing
  • 3 Types of Influencers
  • Social Tehnographics
  • Groundswell’s POST Method
  • Native Advertising
  • Social Media measurement
    • How to justify Social Medial to your CFO
    • Glossary of Social Media measurement terms
    • Answering the tough ROI question

Mobile

  • What is mobile marketing?
  • Mobile ownership & usage statistics
  • What people are doing on their phone
  • Types of mobile marketing
  • Mobile media basics
    • Text/SMS
    • Websites
    • Apps
  • New App Checklist
  • Tracking by tactic
  • Mobile Ad Buying: a primer
  • Guide to smart mobile media
  • Case Study: Doctors Without Borders

New Rules

  • “Your brand is whatever your customers say it is…”
  • Prosumers
  • The New Rules of Marketing & PR
  • Neil’s New Rules
  • Customer Delight
  • Journey Mapping / A brief overview & methodology
  • Focus on the end game
  • 3 Basic Social Media Strategies (with examples)

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

Try:
  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

  • The Digital Marketing Institute provided a holistic view at the power of all things digital. Great content! A true classroom environment with open dialogue. Refreshing!
    – Sr. Brand Manager, Advertising Communications U.S Cellular
       Digital Marketing Institute

  • Professor Feinstein was fantastic, his engaging style encouraged me to step outside my comfort zone and embrace all content and really learn.
    – Diana Castro, Director, Database Marketing, Gartner
       Digital Marketing Institute

  • This was a very informative course! It was a great refresher course and I’m excited to bring back new marketing ideas/strategies to the office. This was also a great opportunity for networking with other professionals in the same field.
       Digital Marketing Institute

Interested In Taking The Digital Marketing Institute Course?
Take This Course

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September 17 – 18, 2018


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October 22 – 23, 2018


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November 15 – 16, 2018


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December 10 – 11, 2018


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San Francisco, CA

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Fat Guy Media is a Long Island Web Design & Marketing Agency

Fat Guy Media is a Long Island Web Design & Marketing Agency

Fat Guy Media is a Long Island Web Design & Marketing Agency

Fat Guy Media is a Long Island Web Design & Marketing Agency

Media Buying 101: A Fat Guy Academy Course

Home » Media Buying 101: A Fat Guy Academy Course

  Media Buying 101: A Fat Guy Academy Course

Media Buying 101: A Fat Guy Academy Course

 In Advertising
Media Buying 101: A Fat Guy Academy Course2016-04-19Long Island Web Design Company & Marketing Agency | Fat Guy Mediahttps://images.fatguymedia.com/wp-content/uploads/2016/04/media-buying-101-e1461089914344.jpg200px200px
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Media buying is an important aspect of digital marketing, which not everyone fully understands. Although it requires an initial investment, media buying can bring in significant traffic and revenue for your business. In media buying 101, we’ll take a look at what media buying is and how to use it successfully.

What Is Media Buying?

Media buyers purchase time or space on media channels, such as TV, radio, websites or printed publications, to promote their businesses. Media buying is a way of getting exposure for your company, whether it’s an online business or a traditional brick-and-mortar establishment. In digital marketing terms, media buying often means purchasing ad banners and text ads on third-party websites.

Media Buying 101: The Benefits

Online media buying can be a very effective way to increase your website traffic. By buying space on websites whose audience closely matches your target market , you can generate click-through traffic that has a high conversion potential.

In addition to bringing potential buyers to your site, media buying can also increase brand awareness . When your audience sees your banners on their favorite sites, they will quickly become familiar with your brand. Customers will then think of you first when they need to purchase products and services in your niche.

media buying 101

 

How to Gain Success with Media Buying

The first step to gaining success with media buying is to identify your target market . How old are your potential customers? Male or female? What are their interests? Answering these questions will help you decide where to place your ads. You need to choose sites that have audience profiles that closely match the demographics of your target market.

Next, define your objectives. Is your goal to persuade people to click through to your site and make a purchase, or sign up for your newsletter? Or are you simply looking to increase brand awareness? Keep this goal in mind as you plan your media buying strategy.

It’s vital to learn how to set a budget in media buying 101. Once you know how much you are prepared to spend in total, you can allocate portions of that budget for purchasing media space on various sites. When considering how you will spend your budget , think about how each portion will help you achieve your goals.

Once you have mastered media buying 101, you will be armed with the knowledge necessary to increase traffic and revenue for your business.

Fat Guy Academy videos about branding, responsive web design and other topics are available to watch on our YouTube channel .


media buying 101

advertising , brand building , media buying , media buying 101

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