DEVELOPING A DIGITAL MARKETING PLAN (ONLINE)
DEVELOPING A DIGITAL MARKETING PLAN (ONLINE) Overview Today’s consumer has the power of a complex computer in their pocket and access to vast amounts of information instantaneously. This access to research and fact checking has made the “push” style of advertising increasingly less effective. There are new channels of advertising for businesses to connect with customers, including organic traffic, referral or context marketing, paid search advertising, email marketing, and display advertising. This course relates these five challenges to the consumer-buying process of awareness, consideration, intent, and decision-making. Also discussed is a two-phased approach connecting with the demand for a product or service and scaling the demand by increasing awareness and pulling more buyers into the consideration process. By completing this course, you will have a clear understanding of the time, cost, and skill it requires to execute a marketing plan that utilizes any or all of these five marketing channels.
Topics Covered • • • • • •
Developing a marketing plan Marketing channels Organic and paid search marketing Social media and referral marketing Display ads Dialogue marketing
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Google Ads (PPC/SEM) SEO Email marketing Social media marketing
Employer Benefits
Employee Benefits
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Implement a results-oriented marketing strategy Strategize how to generate a positive image for your brand Understand what differentiates top brands and makes them excel Utilize opportunities to appeal to new market segments Create opportunities to promote brands through word-of-mouth and referrals
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Gain a new perspective on successful marketing strategies and explore major digital marketing and advertising channels Learn how to combine these channels to differentiate your business in the market Lock in customers and capture their interest through a team-oriented approach Determine how to use your time and budget for marketing more efficiently Increase the loyalty and awareness of your customers through these innovative approaches
Who Should Attend
SHRM Recertification Provider
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Eccles Executive Education is recognized by SHRM to offer SHRM-CP and SHRM-SCP professional development credits (PDCs). This class is valid for 40 PDCs. For more information, please visit SHRMCertification.org.
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Employees in a marketing role within an organization Employees in a leadership capacity involved in marketing decisions Small- to medium-sized business owners Inventors and start-up entrepreneurs
Sample Schedule Module 1: Marketing Channels • • •
How consumers move through the buying funnel: awareness, consideration, intent, decision-making Five major channels of digital marketing: organic search, paid search, referral, display, email How channels relate to specific parts of the buying funnel
Module 2: Organic Search and Paid Search • Understand how Google’s search algorithms evaluate and rank websites • Specific search engine factors: link profiles, onpage optimization, off-page optimization • Google and Bing Ads
Module 4: Display Advertising • • •
How display campaigns are executed Platforms accessible to SMBs Difference between display and social media buys
Module 5: Dialogue Marketing • • •
Process for creating content, sending, and tracking email campaigns Governing regulations around email communications Tracking methods and the role of web analytics in optimizing campaigns
Module 3: Social Media and Referral Marketing • • • •
Facebook’s EdgeRank algorithm Creating a strategy for developing content for social media Difference in results and techniques between paid and content campaigns Process for developing content for the web
Presenting Faculty | Tony Passey Tony Passey is an Assistant Professor (Lecturer) in the Marketing Department of the David Eccles School of Business at the University of Utah. He is also founder and CEO of Firetoss, a marketing and web development firm in Salt Lake City, Utah. Tony has engaged in various start-ups ranging from tech companies to retail to manufacturing, including the creation of an elite brand of energy efficient products, Thermaglass Windows, and the west coast’s first fully custom fiberglass door manufacturing company, SureFit Door Co.
THE ECCLES DIFFERENCE The David Eccles School of Business enrolls about 6,000 students in its nine undergraduate majors, four MBAs, seven other specialized graduate programs, one Ph.D. program, and executive education curricula. It is also home to seven institutes and centers that support an ecosystem of entrepreneurship, technology, and innovation, including the Lassonde Entrepreneur Institute, Ken C. Gardner Policy Institute, Sorenson Impact Center, and more.
TAKE THE NEXT STEP Telephone: (801) 587-7273 Email: ExecEd@Utah.edu Website: ExecEd.Utah.edu Registration: Eccles.Secure.Force.com/ExecEdApplication 1731 E Campus Center Drive Robert H. and Katharine B. Garff Building, GARFF 4340 Salt Lake City, Utah 84112