From Mad Men to Modern Marketing – What’s Your Digital Strategy?
Sure, nothing’s as dramatic as when it’s coming from Don Draper but, still, competition is a huge consideration for today’s digital marketer—and, truly, even more omnipresent than ever before. Unlike the 60s, competition is everywhere and consumers can find countless options with one quick click. You’ve got a fraction of a second to engage and connect with consumers or they’re out—back to their search, back to an old standby site, back to their second option. Customers want what they want right now, and if you don’t deliver each time, they’ll find what they want from someone who can deliver: your competitors.
Developing plans and strategies for marketing today is the most challenging it has ever been. There is an incredible and increasing choice of interactive devices, platforms and channels that potential customers use from smartphones and tablets to social networks and search engines. Investment in traditional channels such as TV, Print and Radio is declining, but they remain an essential part of integrated campaigns for many businesses.
An effective digital strategy will help you take the right decisions to make a brand successful online. How digital marketing integrates with other marketing channels is the biggest challenge of implementing digital marketing, more important than any tactics for specific channels. It requires brands to define a vision of how channels will integrate and the transformation needed in people, process, tools and metrics to make the most of digital marketing. In other words, it needs a long-term strategy.
RESOURCES
LEARN
- Understand the importance of the digital segmentation, pathways to purchase and how it has evolved over the years. This includes an understanding of all that it encompasses in relation to a brand’s message marketing mix.
- Gain an understanding that digital strategy is the process of identifying, articulating and executing on digital opportunities that will increase your organization’s competitive advantage.
- You will learn that from a marketing perspective, “digital” is basically defined as being “anything with a pixel” which includes a paid, owned and earned approach across the consumer decision journey. It speaks to social media engagement, generic and branded search, display media, e-commerce and most importantly, mobile messaging consumption.
- We will also discuss how to analyze and optimize your digital strategy and not be afraid to try new things. You can’t manage when you don’t measure and attribution is an important part of fine-tuning your digital tactics.
- Finally, we’ll talk about digital content, showing best in class examples and different forms that satisfy consumers’ desire for information, utility and entertainment at specific cross-hairs of their typical day or week.
TAKEAWAYS
Attendees will learn how to build strategies using "anything with a pixel" across paid, owned and earned touch points. You will discover how to integrate digital with your business goals while capitalizing on new platforms and strategies that deliver maximum business benefits to your organization.
ATTEND
Marketing leaders and managers in any organization can benefit from this session so long as they currently are, or plan to be, involved in driving digital strategy within their companies or organizations. The session is beneficial for both for-profit and nonprofit organizations, service- and product-oriented businesses and companies operating in B-to-B and B-to-C channels of distribution.
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PRESENTER
Adam Kornblum
Head of Social Media Content Distribution, Ogilvy & Mather New York
Adam is responsible for the agency’s social media efforts on Cannes Lion and CLIO award-winning campaigns for brands such as American Express, Coke Zero, and Aetna. And is also the senior social media lead for NASCAR, vitaminwater, Tiffany & Co., and Pfizer. Adam acts as the head of social media for Ogilvy & Mather’s worldwide corporate communication. At the very start of Adam Kornblum's career, he invented a board game and sold it to Hasbro as a result of its social media and PR campaign.
From Mad Men to Modern Marketing - What's Your Digital Strategy - Cancellation Policy
Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date. No refunds will be given after February 11, 2016. A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company. Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. Registration for or participation in this training program constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email info@ama.org.