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BRIDGING THE GAP IN DIGITAL MARKETING EDUCATION THROUGH EXPERIENTIAL OWNERSHIP.

Published byDuane Morris Cobb Modified over 9 years ago

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Presentation on theme: "BRIDGING THE GAP IN DIGITAL MARKETING EDUCATION THROUGH EXPERIENTIAL OWNERSHIP."— Presentation transcript:

1 SCOTT COWLEY @scottcowley scott.cowley@asu.edu @scottcowley BRIDGING THE GAP IN DIGITAL MARKETING EDUCATION THROUGH EXPERIENTIAL OWNERSHIP

2 The crunchy golden era of digital marketing education

3 The escalation of skills vs. expectations

4 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.

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

6 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

7 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?

8 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

9 “BuzzFeed Valentine”

10 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

11 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!

12 As a Dartmouth MBA group project…

13

14 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.

15 Partner to create content for a corporate blog

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

17 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

18 6 P’s of experiential project grading Participation Principled planning Platform alignment Performance Pondering Peer review

19 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

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22 TO LEARN MARKETING TO LOVE MARKETING THEY MUST EXPERIENCE MARKETING scott.cowley@asu.edu scottcowley.com@scottcowley linkedin.com/in/scottcowley

23 TOOLS MENTIONED IN THIS PRESENTATION Free year of hosting for students: http://www.westhost.com/edu Domain names for 99 cents (1 yr): http://www.1and1.com Attribution-free stock photos: http://www.pixabay.com Free multi-purpose design tool: http://www.canva.com Content sharing analysis/stats: http://www.buzzsumo.com Directory of affiliate programs: http://www.cj.com Content platform with analytics: http://www.buzzfeed.com/community Twitter influencer identification: http://www.followerwonk.com Free website/blog platform: http://www.wordpress.org Pre-launch e-mail collection platform: http://www.launchrock.com Corporate blog directory http://www.alltop.com

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