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1. Introduction
2. Speaker's biography
3. Digital marketing communications
4. Six key digital media channels
5. Search engine marketing (SEM)
6. 3 classes of search engines
7. Search terms (keyphrases)
8. Google search example: two types of results
9. So what is search good for?
10. Email marketing is growing
11. Email marketing - html vs. text
12. Email characteristics checklist
13. Affiliate and partner marketing
14. Affiliate payment model
15. Affiliate networks
16. Affiliates: what makes it work
17. Online sponsorship
18. Interactive advertising (banners)
19. Which formats are best?
20. Banners size and characteristics
21. Viral marketing
22. Online PR
23. Examples of online PR
24. Best practice: IMC and DM
25. Media neutral planning: basics
26. Every product / service model will vary
27. The planning process
28. Define the communication objectives
29. What are we measuring?
30. Target audience and media consumption
31. Defining the target audience
32. Customer segmentation
33. Business audience
34. A new focus for segmentation
35. Media selection
36. Assessing media characteristics
37. Final stages of the process
38. Summary: the planning process

Topics Covered

• Key digital channels
• Search engine marketing
• E-mail marketing
• Affiliate and partner marketing
• Online sponsorship
• Interactive advertising
• Which formats are best?
• Viral marketing
• Online PR
• Media neutral planning
• Every product/ service model will vary
• The planning process
• Customer segmentation
• Business audiences
• Media selection

Links

Series:

• Digital Marketing Best Practice

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on February 25, 2010
• Archived on April 12, 2022