Seminar

Today’s Web is a more powerful marketing tool than ever. Are you tapping into its amazing potential to turn users into customers?

It’s no secret that the Internet has drastically changed the dynamics of the merchant/customer relationship. Now when it’s time to make a buying decision, customers increasingly turn to the Web for product and company information. They expect companies to be transparent, open and honest—and when given a choice spend their dollars with those that are. This seminar provides marketing professionals with concrete techniques for applying Web 2.0 strategies and tools to their overall marketing portfolio. Research consumers’ online habits and mine the data to engage them with blogs, social networks, podcasts and video. You’ll return to work with ready-to-use job aids and templates, including media strategy checklists, reporting forms and more.

How You Will Benefit

Migrate traditional marketing activities to your online marketing
Become familiar with the components of online communications programs
Monitor the Web for “buzz” about your brand
Implement and measure search engine optimization and paid search techniques
Initiate a measurement and metrics regime to demonstrate the ROI of your e-marketing efforts
Generate interest and buy-in from senior executives and other organizational stakeholders

What You Will Cover

Integrating Online Marketing into the Overall Marketing Mix

Brand building and awareness over the Web
Online market research: what works, what doesn’t and how to adjust quickly
Identifying online communities where your customers congregate
Discovering likes and dislikes of your customers to refine your product offerings
Using word of mouth, word of Web and buzz marketing
Lead generation/affiliate marketing—the automated referral network Best practice spotlight: McDonald’s: How McDonald’s integrated an existing offline campaign into an online campaign

Social Networks and Successful Online Community Programs

Creating a Web friendly, open and transparent company
Tell me don’t sell me,” the informational vs. promotional rules of the road
Using targeted marketing within social networks
Defending and assuring accurate representation of your product online

Best practice spotlight: Toyota Motors—Setting up a social network and online community program

Effective Online Marketing Communications Programs

Working with and leveraging bloggers
Setting up your corporate marketing blog and getting it noticed
Using RSS feeds to generate traffic
Disseminating online marketing intelligence throughout your organization
Elements of a successful podcasting strategy
Publicizing videos and getting them to “go viral”

Best practice spotlight: National Geographic Channel—Using multiple online marketing communications vehicles

Search Engine Marketing—Optimize and Advertise

Key factors of search
The leaders in paid search
Tools and key players for SEO and SEM automation

Best practice spotlight: Replacements Limited—Using search to drive a successful marketing strategy and build a business

Online Marketing Measurement and Metrics

Measuring what matters: online sales, Web visitation, time on site, lead capture, participation and interactivity
Leveraging online ratings networks
List of online marketing analytics software providers
The engagement scorecard: How well are you engaging your customer, building the brand and increasing sales?

Best practice spotlight: Tommy Hilfiger—How Web analytics drove an online merchandizing strategy

Who Should Attend

This seminar is designed for marketing professionals at every level who are involved in interactive marketing strategies and would like to gain a practical understanding of the latest techniques and tools available.