BRIDGING THE GAP IN DIGITAL MARKETING EDUCATION THROUGH EXPERIENTIAL OWNERSHIP.

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Presentation transcript:

BRIDGING THE GAP IN DIGITAL MARKETING EDUCATION THROUGH EXPERIENTIAL OWNERSHIP

The crunchy golden era of digital marketing education

The escalation of skills vs. expectations

A hierarchy of experience I have a track record of success under a variety of conditions. I can do it well and identify weaknesses in hindsight. I have done it before. I can describe how it’s supposed to be done. I understand what “it” is.

My +1: Helping students get their+1 How are you going to get that zero off your head?

Case opportunities by product cycle stage Thought Leadership Growth Campaign (AKA Growth Hacking) Community Management Customer Education Real-time Marketing New Product Development Product Launch Promotional Outreach Turnaround Customer Migration

Consumer Psychology (Push/Pull) Marketing Strategy (Decision- Making) Motivation and Identity Persuasion and Social Influence Segmentation, Targeting, Differentiation, Positioning Product, Promotion, Place, Pricing External Dynamics Attention, Media, Personas, Storytelling Trust Signaling, Relationship Management, Outreach Market Research, Branding Product- Market Fit, Distribution, Launch, Timing Performance Metrics, Analytics, Campaign Management DOMAINS PRINCIPLES SKILLS TOOLS AND TACTICS How much of marketing can you integrate?

The solution = low cost, high upside ownership WebsitesCommunities Microsites Blogs eCommerce Affiliate sites Facebook page Twitter account Google+ community Instagram LinkedIn group Content Blog posts Banner ads Landing pages Infographics Presentations Video Multimedia

“BuzzFeed Valentine”

Mini digital product development lessons Lesson 1: Consumer identity & hypertargeting Lesson 2: Audience research Lesson 3: Content creation and optimization Lesson 4: Distribution channels Lesson 5: Outreach and influence Lesson 6: Campaign management

Skill Hoarders Social media marketing Blogging & web publishing Analytics BuzzSumo.com Media rights Google Trends Marketing campaigns Content outreach Search engine optimization “+1” Job opportunities Company relationships Product life cycle experience Strategists Professor Cowley Everybody’s happy!

As a Dartmouth MBA group project…

Blog about (and involve) brands Stellenbosch University students kept a class blog about brand marketing. One team partnered with Jagermeister, which provided a cooler for the students to give away.

Partner to create content for a corporate blog

Single-purpose microsites (ShouldIWorkForFree.com – Flowchart Microsite)

Other ideas Launch a successful Fiverr service Promote a Kickstarter campaign Create and sell a Udemy video course Produce banner ads for a company campaign

6 P’s of experiential project grading Participation Principled planning Platform alignment Performance Pondering Peer review

You need to try these yourself WebsitesCommunities Microsites Blogs eCommerce Affiliate sites Facebook page Twitter account Google+ community Instagram LinkedIn group Content Blog posts Banner ads Landing pages Infographics Presentations Video Multimedia

TO LEARN MARKETING TO LOVE MARKETING THEY MUST EXPERIENCE MARKETING linkedin.com/in/scottcowley

TOOLS MENTIONED IN THIS PRESENTATION Free year of hosting for students: Domain names for 99 cents (1 yr): Attribution-free stock photos: Free multi-purpose design tool: Content sharing analysis/stats: Directory of affiliate programs: Content platform with analytics: Twitter influencer identification: Free website/blog platform: Pre-launch collection platform: Corporate blog directory