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END-TO-END DIGITAL MARKETING
Learn how to visualize, plan and integrate powerful digital marketing strategies
that click, engage, convert and measure.
A good online strategy unites all of the moving parts that comprise digital. It includes a media plan, a
search plan, a social media plan, a website experience, a marketing automation sequence and a
measurement approach, all wrapped into an integrated platform. It enables all of the channels,
technologies and components of online marketing to guide your target audience into your organization’s
sales funnel and lasting brand embrace.
Join us for a workshop where Harry J. Gold, CEO of Overdrive Interactive, will walk through the practical
steps and best practices that organizations need to master in order to successfully launch a digital
marketing platform that delivers the full power of the web. Harry’s workshop includes a strategic
framework and innovative tactics all illustrated by case studies to give you tools and ideas that your
company can start using right away. Please come to the workshop ready to have fun and ask a lot of
questions!
Who is this workshop for?
This workshop is for marketers who want to understand all of the moving parts that comprise digital
marketing and to add power and potential to their current online platforms, channels and campaigns.
Workshop Benefits
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Learn a strategic framework to Drive, Capture, Covert, and Optimize your digital strategy
Gain an understanding of how the major parts of digital marketing fit together and what tools,
sites and opportunities can benefit your organization.
Learn how to translate your digital marketing strategies, platforms and campaigns into easy-tounderstand visual renderings and infographics.
Learn the practical steps and workflow required to plan, create, launch, maintain and measure
both digital marketing and social media marketing channels.
Understand how digital marketing and online media are being used by real companies, through
the presentation of actual case studies.
Module
1
2
Length
(min.)
Takeaway / Content Summary

Digital Strategy
Development
(Planning,
strategy and
tactical planning)
20-30
Drive (Driving
targeted traffic to
your website and
social properties)
100-120
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What do you want to learn? Identifying questions,
current challenges and knowledge gaps.
Creating and visualizing an integrated digital strategy
and end-to-end engagement plan (getting your head
around the whole program).
Creating a Brand Embrace.
Social media marketing, making customer connections
and building buzz, traffic, engagement and credibility.
SEO and SEM best practices and expanding the idea of
search.
Creating social content that will go viral.
Integrating digital, social, mobile and traditional
marketing.
Gold, Harry
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Encouraging desired behavior (actions, leads,
downloads, email opt-ins, data capture, purchases,
offline purchases, viral, etc.).
Conversion optimization, landing page best practices,
etc.
Great content, encouraging social connections and
sharing.
Capture
(Capturing data
and encouraging
desired behavior)
20
4
Convert
(Escalating email
subscribers to
customers)
20
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Designing an email.
Email best practices and triggered events.
5
Optimize
(Measuring and
improving channel
and campaign
performance)
20
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Identifying critical key performance indicators.
Measuring social media ROI.
3
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Gold, Harry
About The Instructor
Harry J. Gold
CEO, Overdrive Interactive
Harry is the Founder and CEO of Overdrive Interactive, an award winning digital marketing firm in Boston,
Massachusetts, that has served top companies such as Harley-Davidson, Samsonite, GE, Topps,
Bazooka Candy Brands, Dow Jones, John Hancock, AXA, Principal Financial, AAA, AIG, EMC, the
Rockettes and IBM. Harry’s primary mission is to create innovative online marketing programs and to
share the strategies and tactics behind those programs with both Overdrive’s clients and the world.
He is also a frequent lecturer on search engine marketing, social media marketing and online media for
The American Marketing Association, The Association of National Advertisers, The New England Direct
Marketing Association, Search Engine Strategies, Media Bistro and Harvard University. Harry has also
written a number of expert columns for ClickZ.
Contact:
Harry J. Gold
CEO, Overdrive Interactive
617-254-5000 x 1100
[email protected]
Gold, Harry