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- Archived Lectures *These may not cover the latest advances in the field
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1. An introduction to digital marketing tools and techniques
- Mr. Danny Meadows-Klue
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2. Building brand websites
- Mr. Jon Bains
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4. How search engine optimization works
- Mr. Danny Meadows-Klue
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6. Online media
- Mr. Danny Meadows-Klue
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7. Online media planning: getting the strategy and targeting right
- Mr. Nigel Sheldon
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8. From the 4Ps to the 4Es and a few other thoughts for the digital-age marketer
- Mr. Rory Sutherland
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9. Online advertising formats: a creatives viewpoint
- Mr. Dave Bedwood
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10. Online video advertising
- Mr. Tom Bowman
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11. Facebook - a platform for social connection
- Mr. Trevor Johnson
Printable Handouts
Navigable Slide Index
- Introduction
- Who am I
- Brand websites in the past
- Brand websites now
- Before you begin: does and don'ts
- Do spend your brainstorm time on the strategic
- Don't spend your time brainstorming how it looks
- See how you competitors are doing
- Don't write a list of what everyone else is doing
- Understand your internal structure
- Don't assume that everyone is going to help you
- Do look to the future, plan ahead
- The new consumer
- The new consumers are gods
- The importance of trust
- Establishing trust: best way to establish loyalty
- Trust is a two way street
- What is brand ownership?
- Ownership creates involvement
- Ownership and responsibility
- The importance of creating a dialogue
- Ownership and efficiency
- Who are your brand owners?
- Building trusted brand communities
- People don't want a fixed place to get their info
- A more flexible approach
- It's all about facilitation
- Facilitation is about empowering consumers
- Facilitation: making it work
- It's all about involvement
- Involvement: making it work
- It's all about transparency
- Transparency: making it work
- It's all about generosity
- Generosity: making it work
- It's all about relationship
- CRM
- Relationship: making it work
- Communicate what, when, where, how they want
- It's all about expectations
- There is no excuse for missing out on core tools
- Brand / e-commerce integration
- Data capture
- A word on microsites
- Expectations: making it work
- In summary: trust is achieved by...
- More power you give them, more loyal they will be
Topics Covered
- Brand websites: the past and present
- Points to consider before you begin
- The new consumer
- The importance of trust
- What is brand ownership?
- Who are the brand owners?
- Building trusted brand communities
- Facilitation, involvement, transparency and generosity
- It is all about relationships and expectations
- Brand and e-commerce integration
- Microsites
Talk Citation
Bains, J. (2009, September 30). Building brand websites [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved April 24, 2024, from https://hstalks.com/bm/1438/.Export Citation (RIS)