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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 # 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 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 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 Designing an email. Email best practices and triggered events. 5 Optimize (Measuring and improving channel and campaign performance) 20 Identifying critical key performance indicators. Measuring social media ROI. 3 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