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DIGITAL MARKETING:

CUSTOMER ENGAGEMENT, SOCIAL MEDIA, PLANNING & ANALYTICS



This course is based on Prof. David Roger’s course on Digital Marketing Strategies taught to executives that come to Columbia Business School from all over the world.

The marketing paradigm has transformed with the rise of digital technologies. Companies today face a constant proliferation of social media channels, the growing power of connected customers, and an explosion of new digital tools.

To succeed, marketers must be able to plan, implement, and measure the impact of digital strategies that are suited to today’s customers and integrated with their traditional marketing and business goals.

This program focuses on how marketers can reach digitally savvy audiences, build deep customer relationships, and influence the digital path to purchase.



Course Highlights

159

Interactive Lectures

10

Real World Applications

24

Discussions

1

Case Study

1

Capstone Assignment

2

Simulations



Syllabus

a) Marketing Challenge Submission – Submit a digital marketing challenge you might be facing, where you would like a team to work on in the final weeks of the program.

b) Pre-Reads on:
– The Network is your Customer

Framework:

  • a) From Mass Markets to Customer Networks
  • b) Mass Market Model Vs Customer Network Model
  • – Story #1 – Bashing your Brand (United Airlines) – Story #2 – Loving your Brand (Coca – Cola) – Story #3 – Driving your Business (CISCO )
  • c) Definition of a Customer Network & Who is in your Customer network
  • d) Metcalfe’s law & Milgram’s Small world hypothesis
  • e) Power Laws and the 90-9-1 rule (Bell curve)
  • f) 1 to 1 communications tools to Many to Many communication tools
  • g) Rethinking the Marketing Funnel

Application

a) Individual assignment –Reflection exercise on your personal digital interactions

b) Individual assignment – Map out your customer network

Framework:

  • a) Digital Advertising Overview
  • b) Email Marketing
  • c) Search Engine Advertising
  • d) Display Advertising
  • e) Video Advertising
  • f) Principles of Effective Digital Advertising: Targeting
  • g) Principles of Effective Digital Advertising: Personalization
  • h) Principles of Effective Digital Advertising: Optimization

Application:

a) Digital Marketing Simulation – You will learn the principles of online advertising through a real-world scenario in a simulated environment. You will learn to:

  • Perform Strategic Keyword research
  • Build PPC (pay per click) ad campaigns
  • Understanding and Measuring Key Performance Indicators
  • Write Targeted Ads
  • Optimize landing pages
  • Run an email marketing campaign

Framework:

  • a) Five Core Behaviors of Customers in the Digital World
  • b) Maslow’s Theory and Customer Network Behaviors
  • c) Introduction to Core Behavior – Access, Engage, Customize, Connect & Collaborate
  • d) The ACCESS Strategy
    • On Demand Services
    • Mobile Wallets and Loyalty
    • Location Based Services
    • Mapping Path to Purchase + Micro-moments
    • Showrooming
    • Omni Channel Thinking
    • Wearable’s
  • e) Challenges for the Access strategy

Application:

a) Group Assignment – Develop an ACCESS Strategy for a chosen business

Framework:

  • a) What are you doing? E.g. Product Demo’s, Offer Utility, Show a Personal Face, Targeting your Audience
  • b) Linking Content to Conversions
  • c) Who makes the Content
  • d) Key Issues of the ENGAGE Strategy

Application:

a) Individual Assignment: Reflection exercise on

b) Group Assignment : Develop an ENGAGE Strategy for a chosen business

Framework:

  • a) Introduction to CUSTOMIZE strategy – Netflix
  • b) Personalized E-commerce – Lancome & Warby-Parker
  • c) Personalized Packaging – Coke
  • d) Mix and Match Products – Starbucks + Customer Manufacturing
  • e) Targeted Communications
  • f) Targeting based on Customer Lifetime Value – Custora & Caesars Palace, Las Vegas
  • g) Marketing Automation
  • h) The Iterative Process & Examples
  • i) Are you Too Targeted? – The Target Story
  • j) Key issues for the CUSTOMIZE strategy – The Paradox of Choice
  • k) The Four sharing Mindsets
  • l) The Uncanny Valley

Application:

a) Individual Assignment : Segmenting and Treating Customers Differently

b) Group Assignment : Develop a CUSTOMIZE Strategy for a chosen business

Framework:

  • a) Listen and Learn and What to listen for?
  • b) Examples of Listening
  • c) Social Customer Service
  • d) Gamify your Conversations
  • e) Provide a Forum
  • f) Ask for Ideas
  • g) Add a Layer of Value
  • h) Common Metrics to Measure and Defining Your Terms
  • i) Key Challenges for the CONNECT Strategy

Application:

a) Individual Assignment : Reflection on current Social Media usage and benchmarking against industry and competition

b) Individual Assignment : Research your favorite brand and what they are doing on Social Media

c) Group Assignment : Develop a CONNECT Strategy for a chosen business

Pre-read:

a) Reputation Warfare – Harvard Business Review

Frameworks:

a) COLLABORATE – Crowdsourcing, Co-creation, Platforms, and API’s

  • Passive Contribution – Waze
  • Active Contribution – CNN iReport
  • Solving the Expertise Gap
  • Crowdfunding
  • Open Competition – Doritos and Innocentive illustrations
  • Open Platforms
  • Key issues for the COLLABORATE Strategy
    • Motivations for network collaboration
    • Modularity of the problem
    • Skills of Participants
    • The Bottom is Not Enough

b) Lessons from Brand Failures in Social Media

  • Auto-pilot is for planes, not for Social Media
  • Deception is easily revealed
  • Employees, left to themselves, will not always act in your interest
  • Bullying does not work
  • You don’t own the #conversation
  • Offline actions spark online world of mouth
  • Thoughtful Participation does work
  • Reputation Warfare

Application:

a) Individual Assignment : Real world assignment and reflection on crowdfunding

b) Individual Assignment : Application of the COLLABORATE Strategy to a real world product or service

c) Individual Assignment : Reputation Warfare application your business

d) Group Assignment : Develop a COLLABORATE Strategy for a chosen business

Frameworks:

a) Organic vs Paid

b) Major Social Networks – Pros and Cons

  • Facebook
  • Twitter
  • Linkedin
  • Instagram & Pinterest
  • Youtube
  • Snapchat & Messengers

c) Evolving Ad products

  • Display and Video Ads
  • Lead Gen, App installs, Follow recommendations, Hashtags, Buy Now
  • YouTube

d) Targeting Options

  • Re-targeting and Custom/Look alike audiences
  • Application of Facebook Targeting

e) Online Influencers & Customer Decisions

Application:

a) Individual Assignment : Scenario Analysis to choose choice of channel for a given scenario

b) Individual Assignment : Individual Assignment : Setup and run mock Facebook campaigns

Frameworks:

a) Swimming in Data

b) Speaking Different Languages

c) Barriers to Measuring ROI

d) Apples and Oranges

e) 5 Principles of Agile Marketing Modeling

  • Start with Objectives
  • Audience Metrics
  • Channel Engagement Metrics
  • Universal Engagement Metrics
  • Financial Metrics

f) Model Based on Your Strategy

  • The Ford Fiesta Example
  • CitiBike Example

g) Focus on KPI’s

  • Visa Example.

h) Question your DATA

  • Correlation
  • Last Touch Attribution
  • Test and Control
  • Example of Test and Control – Buzzfeed

Application:

a) Individual Assignment: Categorization of metrics

i) 7 habits of the agile marketing modeler

Frameworks:

a) Five Step Process

  • Setting Objectives
  • Segmentation & Brand Positioning
  • Ideation & Concept Selection
  • Execution
  • Measurement

b) Organizational Challenges of Digital Marketing

  • Skills and Training
  • Speed and Agility
  • Collaborating across Divisions
  • Collaborating across Business Units

c) Six Faces of the (Near) Future of Digital Marketing

  • The Addressable Marketer
  • T Techno diversity
  • T Advertising’s Hollow Middle
  • T Invisible Threats
  • T Two Minds of Marketing
  • T The vanishing CMO

Application:

a) Capstone Group Assignment: Application of the Strategic Planning Process to the top ranked real world business challenges submitted in the beginning of the program

Benefits to the learner

Intellectual Capital
  • Global IVY Education
  • Rigorous and experiential curriculum
  • World-renowned faculty
  • Globally Connected Classroom: Peer to Peer Learning Circles
  • Action Learning: Learning by Doing
Brand Capital
  • Certificate from EMERITUS in collaboration with Columbia
    Business School
Social Capital
  • Build new networks through peer interaction
  • Benefit from diverse class profiles
Career Capital
  • Professional Acceleration through our enriched leadership toolkit
  • Learn while you earn
  • Get noticed. Get ahead.

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