Programme Timings
Registration will commence at 08:00 on the first day. The programme will begin at 8:30 with refreshments being served at appropriate intervals. The programme will conclude each day at 14:30 after which lunch will be served.
Programme Overview
"Market to a demographic, sell to an individual, advertise to the interested"
The Internet is a powerful tool for businesses. It can help you increase revenues by acquiring prospects, converting them to customers and retaining them. You will reach local, regional and international markets with a decrease in costs and a judicious spending and tracking of your marketing dollars. You will be able to take full advantage of online resources for sourcing labour, posting or sourcing international RFPs, project collaboration and video conferencing.
Day One – Sunday, 2 November 2008
Survey Of Programme Audience Interests
• Company/industry sector
• Programme interests and objectives
• Making the programme relevant to your business
Background: Digital Challenges And Opportunities
• Usage
• Trends and statistics
Business Objectives And Digital Solutions
• Defining objectives
• Hierarchy of call to action
• Integration of "clicks with bricks"
• Increasing revenues
• Decreasing costs
Day Two – Monday, 3 November 2008
Digital Marketing For Customer Acquisition Conversion And Retention
• Websites and microsites
• Online media
• Search engine marketing
• Email marketing
• Event marketing
• Affiliate marketing
• Loyalty marketing
• Interactive kiosks
Emerging Trends
• Blogs
• RSS feeds
• Pod casting
• Instant messaging
• Games
• Flash ecards
• Downloads, tools and portable applications
Day Three – Tuesday, 4 November 2008
From Objectives To Implementation
• Defining objectives
• Strategies and tactics
• Writing a brief
• Monitoring and measuring
Audience To Prospect To Customer To Retention
• "Finding and moving" the customer
• Lead filtering
• Cradle to grave tracking
Communications
• Audience segmentation
• Strategies and tactics for email and e-newsletters
• Database profiling and dynamic/personalised messaging
• Incentives and value-add
Day Four – Wednesday, 5 November 2008
Tools For Digital Marketing
• Content management systems
• Tracking and reporting
• Media management
• Sales force automation
• Customer relationship management
• Web conferencing
• Sourcing
• RFIs and RFPs
• Presentations and materials
• Focus groups
Day Five – Thursday, 6 November 2008
Tying It All Together
• Break out into groups to prepare a digital marketing or cost reduction plan
• Planning and budgeting
• Project objectives
• Strategy and implementation plan
• Expectations, tracking and analysis
• Presentation and evaluation