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SCOTT [email protected]@asu.edu
@scottcowley
BRIDGING THE GAPIN 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 Psycholog
y(Push/Pull)
Marketing Strategy
(Decision-Making)
Motivation and
Identity
Persuasion and Social Influence
Segmentation,
Targeting, Differentiati
on, 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 Manageme
nt
DOMAINS
PRINCIPLES
SKILLS
TOOLS AND TACTICS
How much of marketing can you integrate?
The solution = low cost, high upside
ownershipWebsites Communities
MicrositesBlogseCommerceAffiliate sites
Facebook pageTwitter accountGoogle+ communityInstagramLinkedIn group
ContentBlog postsBanner adsLanding pagesInfographicsPresentationsVideoMultimedia
“BuzzFeed Valentine”
Mini digital product development lessonsLesson 1: Consumer identity & hypertargetingLesson 2: Audience researchLesson 3: Content creation and optimizationLesson 4: Distribution channelsLesson 5: Outreach and influenceLesson 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 aboutbrand 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
Websites CommunitiesMicrositesBlogseCommerceAffiliate sites
Facebook pageTwitter accountGoogle+ communityInstagramLinkedIn group
ContentBlog postsBanner adsLanding pagesInfographicsPresentationsVideoMultimedia
TO LEARN MARKETINGTO LOVE MARKETINGTHEY MUST
EXPERIENCE MARKETING
scottcowley.com @scottcowley
linkedin.com/in/scottcowley
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 directoryhttp://www.alltop.com