Digital Marketing by Marcelo Gomes Freire

In collaboration with

DIGITAL MARKETING

CUSTOMER ENGAGEMENT, SOCIAL MEDIA, PLANNING & ANALYTICS

overview This course is based on Prof. David Roger’s course on Digital Marketing Strategies taught to executives that come to Columbia Business School from all over the world. The marketing paradigm has transformed with the rise of digital technologies. Companies today face a constant proliferation of social media channels, the growing power of connected customers, and an explosion of new digital tools.

a globally connected classroom To succeed, marketers must be able to plan, implement, and measure the impact of digital strategies that are suited to today’s customers and integrated with their traditional marketing and business goals.

At our founding academic institutions, peer-to-peer learning and application are integral to a student’s learning experience. At EMERITUS we have replicated this approach in our “Globally Connected Classroom”. While the course frameworks are delivered using interactive video lectures, two-thirds of the learning time is devoted to application of these concepts by collaborative, student teams (which we call “Learning Circles”).

This program focuses on how marketers can reach digitally savvy audiences, build deep customer relationships, and influence the digital path to purchase.

Byte Sized

Simulations, Games

Grading

Learning

& Role Plays

& Evaluation

Peer to Peer Learning

Mobile App

Real World

& Feedback

Learning

Application

Global IVY

Cohort Based

Education

Course Highlights

159

Benefits to the learner

Interactive

Capstone

Real World

Lectures

Assignment

Applications

Intellectual Capital

Brand Capital

Global IVY Education

Certificate from EMERITUS in collaboration with Columbia Business School

Rigorous and experiential curriculum World-renowned faculty 03

Globally Connected Classroom: Peer to Peer Learning Circles

Action Learning: Learning by Doing

Discussions

Case Study

Simulation

Social Capital

Career Capital

Build new networks through peer interaction

Professional Acceleration through our enriched leadership toolkit

Benefit from diverse class profiles

Learn while you earn Get noticed. Get ahead.

Syllabus

MODULE 2 - The Digital Advertising Mix : Key Channels and Principles Framework

MODULE 1 - From Mass Marketing To Customer Networks

Digital Advertising Overview Email Marketing

Marketing Challenge Submission – Submit a digital marketing challenge you

Search Engine Advertising

might be facing, where you would like a team to work on in the final weeks of the

Display Advertising

program.

Video Advertising

Pre-reads on – The Network is your Customer.

Principles of Effective Digital Advertising: Targeting Principles of Effective Digital Advertising: Personalization

Framework

Principles of Effective Digital Advertising: Optimization

From Mass Markets to Customer Networks Mass Market Model Vs Customer Network Model • Story #1 – Bashing your Brand (United Airlines) • Story #2 – Loving your Brand ( Coca – Cola ) • Story #3 – Driving your Business (CISCO ) Definition of a Customer Network & Who is in your Customer network. Metcalfe’s law & Milgram’s Small world hypothesis. Power Laws and the 90-9-1 rule (Bell curve) 1 to 1 communications tools to Many to Many communication tools Rethinking the Marketing Funnel Application Individual assignment –Reflection exercise on your personal digital interactions Individual assignment – Map out your customer network

Application Digital Marketing Simulation – You will learn the principles of online advertising through a real-world scenario in a simulated environment. You will learn to • Perform Strategic Keyword research • Build PPC (pay per click) ad campaigns • Understanding and Measuring Key Performance Indicators • Write Targeted Ads • Optimize landing pages • Run an email marketing campaign

MODULE 3 - Five Core Behaviors of Customers in the Digital World

MODULE 4 - Engage Strategy : Content Marketing, Utility, Messaging, and Brands as Publishers

Framework

Five Core Behaviors of Customers in the Digital World

What are you doing? E.g. Product Demo’s, Offer Utility, Show a Personal

Maslow’s Theory and Customer Network Behaviors

Face, Targeting your Audience.

Introduction to Core Behavior - Access, Engage, Customize, Connect &

Linking Content to Conversions

Collaborate

Who makes the Content

The ACCESS Strategy

Key Issues of the ENGAGE Strategy

• On Demand Services Application

• Mobile Wallets and Loyalty • Location Based Services

Individual Assignment: Reflection exercise on

• Mapping Path to Purchase + Micro-moments

Group Assignment : Develop an ENGAGE Strategy for a chosen business

• Showrooming • Omni Channel Thinking • Wearable’s Challenges for the Access strategy

MODULE 5 - Customize Strategy : Targeting, Personalization and Marketing to a Segment of One Framework

Application Group Assignment - Develop an ACCESS Strategy for a chosen business

Introduction to CUSTOMIZE strategy - Netflix Personalized E-commerce - Lancome & Warby-Parker Personalized Packaging - Coke Mix and Match Products - Starbucks + Customer Manufacturing Targeted Communications Targeting based on Customer Lifetime Value - Custora & Caesars Palace, Las Vegas Marketing Automation The Iterative Process & Examples

Individual Assignment : Research your favorite brand and what they are doing on Social Media

Are you Too Targeted? - The Target Story Key issues for the CUSTOMIZE strategy - The Paradox of Choice

Group Assignment : Develop a CONNECT Strategy for a chosen business.

The Four sharing Mindsets The Uncanny Valley

MODULE 7 - Collaborate : Crowdsourcing, Co-creation, Platforms, and API’s & Lessons from Brand Failures in Social Media

Application Individual Assignment : Segmenting and Treating Customers Differently Group Assignment : Develop a CUSTOMIZE Strategy for a chosen business

Pre-read Reputation Warfare - Harvard Business Review

MODULE 6 - Connect Strategy : Social Media, Communities and the Power of Conversation

Framework COLLABORATE - Crowdsourcing, Co-creation, Platforms, and API’s

Framework Listen and Learn and What to listen for?

• Passive Contribution - Waze

Examples of Listening

• Active Contribution - CNN iReport

Social Customer Service

• Solving the Expertise Gap

Gamify your Conversations

• Crowdfunding

Provide a Forum

• Open Competition - Doritos and Innocentive illustrations

Ask for Ideas

• Open Platforms

Add a Layer of Value

• Key issues for the COLLABORATE Strategy

Common Metrics to Measure and Defining Your Terms

- Motivations for network collaboration

Key Challenges for the CONNECT Strategy

- Modularity of the problem - Skills of Participants

Application Individual Assignment : Reflection on current Social Media usage and benchmarking against industry and competition.

- The Bottom is Not Enough Lessons from Brand Failures in Social Media • Auto-pilot is for planes, not for Social Media

MODULE 8 - Best Practices for Brands on Social Networks

• Deception is easily revealed • Employees, left to themselves, will not always act in your interest • Bullying does not work

Framework

• You don’t own the #conversation

Organic vs Paid

• Offline actions spark online world of mouth

Major Social Networks – Pros and Cons

• Thoughtful Participation does work

• Facebook

• Reputation Warfare

• Twitter • Linkedin

Application

• Instagram & Pinterest

Individual Assignment : Real world assignment and reflection on crowdfunding.

• Youtube

Individual Assignment : Application of the COLLABORATE Strategy to a real world product or service.

• Snapchat & Messengers Evolving Ad products

Individual Assignment : Reputation Warfare application your business. Group Assignment : Develop a COLLABORATE Strategy for a chosen business.

• Display and Video Ads • Lead Gen, App installs, Follow recommendations, Hashtags, Buy Now • YouTube Targeting Options • Re-targeting and Custom/Look alike audiences • Application of Facebook Targeting Online Influencers & Customer Decisions Application Individual Assignment : Scenario Analysis to choose choice of channel for a given scenario. Individual Assignment : Setup and run mock facebook campaigns.

MODULE 9 - Making Digital Matter : Metrics, ROI and Agile Modelling

MODULE 10 - Five Step Process of Planning & Executing your Challenges & the Six Faces of the (Near) Future of Digital Marketing

Framework Swimming in Data

Framework

Speaking Different Languages

Five Step Process

Barriers to Measuring ROI

• Setting Objectives

Apples and Oranges

• Segmentation & Brand Positioning

Which half of my digital is working?

• Ideation & Concept Selection

5 Principles of Agile Marketing Modeling

• Execution

• Start with Objectives

• Measurement

• Audience Metrics

Organizational Challenges of Digital Marketing

• Channel Engagement Metrics • Universal Engagement Metrics • Financial Metrics Model Based on Your Strategy • The Ford Fiesta Example • CitiBike Example Focus on KPI’s • Visa Example Question your DATA • Correlation • Last Touch Attribution • Test and Control • Example of Test and Control - Buzzfeed 7 habits of the agile marketing modeler Application Individual Assignment: Categorization of metrics

• Skills and Training 13

• Speed and Agility • Collaborating across Divisions • Collaborating across Business Units Six Faces of the (Near) Future of Digital Marketing • The Addressable Marketer • Techno diversity • Advertising’s Hollow Middle • Invisible Threats • Two Minds of Marketing • The vanishing CMO Application Capstone Group Assignment: Application of the Strategic Planning Process to the top ranked real world business challenges submitted in the beginning of the program.

CERTIFICATE

COURSE Faculty

David Rogers Faculty at Columbia Business School David Rogers, a member of the faculty at Columbia Business School, is a globallyrecognized leader on brands and digital business strategy, known for his pioneering model of customer networks. He is author of four books, including “The Network Is Your Customer,” and the recently launched, “The Digital Transformation Playbook: Rethink Your Business to Adapt and Thrive in the Digital Age.” At Columbia Business School, David teaches global executives as the faculty director of Executive Education programs on Digital Marketing and Digital Business Strategy. His recent research with Columbia’s Center on Global Brand Leadership has focused on Big Data, the Internet of Things, in-store mobile shoppers, digital marketing ROI, and data privacy. David is also the founder and host of the Center’s acclaimed BRITE conference on brands, innovation, and technology, where global CEOs and CMOs come together with

leading technology firms, media companies, and entrepreneurs, to address the challenges of building strong brands in the digital age. 15

Rogers advises companies and keynotes at conferences worldwide on the ways that technology is transforming brands and business strategy. He has consulted on marketing and digital strategy for startups and global companies – including Toyota, Pernod Ricard, Visa, SAP, Lilly, Combiphar, China Eastern Airlines, Kohler, Saint-Gobain, and MacMillan, among many others. David has appeared on CNN, ABC News, CNBC, Marketplace, Channel News Asia, and in The Financial Times, The Wall Street Journal, Forbes, and The Economist. He received the 2009 Award for Brand Leadership at the World Brand Congress, and is President-Elect of the NY American Marketing Association.

Upon successful completion of the program, participants will be awarded a certificate by EMERITUS Institute of Management, in collaboration with Columbia Business School.

DURATION AND COURSE FEE

Fees $US 900 10 Weeks *Course fee is exclusive of GST applicable to Singapore residents

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