Presentation is loading. Please wait.

Presentation is loading. Please wait.

BRIDGING THE GAP IN DIGITAL MARKETING EDUCATION THROUGH EXPERIENTIAL OWNERSHIP.

Published byDuane Morris Cobb Modified over 8 years ago

Similar presentations

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

20

21

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

Download ppt "BRIDGING THE GAP IN DIGITAL MARKETING EDUCATION THROUGH EXPERIENTIAL OWNERSHIP."

Similar presentations

4 Practical Steps to Social Media Success North Fulton Council PTAs Presented By: Cheryl Musial, Chief Strategy Officer.

4 Practical Steps to Social Media Success North Fulton Council PTAs Presented By: Cheryl Musial, Chief Strategy Officer.
The Big Idea for the “Emerging Young Artists” is to do SMART marketing using digital marketing avenues. The idea is to create awareness and increase.

The Big Idea for the “Emerging Young Artists” is to do SMART marketing using digital marketing avenues. The idea is to create awareness and increase.
About Us We are a digital media agency with 4 years of combined experience across all media. We strategize, conceptualize, and create effective digital.

About Us We are a digital media agency with 4 years of combined experience across all media. We strategize, conceptualize, and create effective digital.
6 Biggest Mistakes Companies Make Using Social Media HELPING BUSINESS USE SOCIAL MEDIA MARKETING FOR A

6 Biggest Mistakes Companies Make Using Social Media HELPING BUSINESS USE SOCIAL MEDIA MARKETING FOR A
Social Media: Connecting Students & Faculty With Your School.

Social Media: Connecting Students & Faculty With Your School.
WEB IS A JOURNEY!.. NOT A DESTINATION!! Follow us: THE webera.com.

WEB IS A JOURNEY!.. NOT A DESTINATION!! Follow us: THE webera.com.
Online Marketing is Changing the Game for Local Businesses. Here’s how your company can adapt and grow. Strategic Business Solutions (SBS) | Contact Us.

Online Marketing is Changing the Game for Local Businesses. Here’s how your company can adapt and grow. Strategic Business Solutions (SBS) | Contact Us.
Impact of Social Media. Today’s Agenda Overview of Social Media Who’s on Social Media? Developing a Social Media Strategy Tips, Basics and Best Practices.

Impact of Social Media. Today’s Agenda Overview of Social Media Who’s on Social Media? Developing a Social Media Strategy Tips, Basics and Best Practices.
Lauren Reyes-Grange Digital Marketer, Consultant & Strategist E: T: 416 843 4433 W:

Lauren Reyes-Grange Digital Marketer, Consultant & Strategist E: T: W:
How to Use Internet Marketing to Grow your Company David Steele, Partner Intrada Technologies.

How to Use Internet Marketing to Grow your Company David Steele, Partner Intrada Technologies.
What does the course cover:  The course is a practical guide to use digital marketing to effectively reach out to internet audience while building your.

What does the course cover:  The course is a practical guide to use digital marketing to effectively reach out to internet audience while building your.
Top Objectives: 1.Increase web traffic and exposure 2.Become definitive authority on Coffee 3.Increase sales to coffee centric Food Service Operators 4.Engage.

Top Objectives: 1.Increase web traffic and exposure 2.Become definitive authority on Coffee 3.Increase sales to coffee centric Food Service Operators 4.Engage.
8/16/2015 Search Engine Optimization (SEO). Keyword Research After closely monitoring the competitors we have come up with the business keywords that.

8/16/2015 Search Engine Optimization (SEO). Keyword Research After closely monitoring the competitors we have come up with the business keywords that.
Warm-up  Click on the link below and read the article. Jot down 5 interesting facts  social-media-facts-and-statistics-you-

Warm-up  Click on the link below and read the article. Jot down 5 interesting facts  social-media-facts-and-statistics-you-
Demand Generation Capability Assessment Aligned – Staff are trained/experienced to perform this capability – AND this activity is formally part of their.

Demand Generation Capability Assessment Aligned – Staff are trained/experienced to perform this capability – AND this activity is formally part of their.
At Borsodi, we have our sights set on brand innovation and becoming the first choice to our customers and consumers. We hire the best talent and then provide.

At Borsodi, we have our sights set on brand innovation and becoming the first choice to our customers and consumers. We hire the best talent and then provide.
7-1 Developing Market Strategies I don’t like the chapter I don’t like the chapter Let’s do something different Let’s do something different Chapter 7.

7-1 Developing Market Strategies I don’t like the chapter I don’t like the chapter Let’s do something different Let’s do something different Chapter 7.
LaunchGuru Software Development Private Limited Digital Marketing Services Presentation by Venkatesh Sudha.

LaunchGuru Software Development Private Limited Digital Marketing Services Presentation by Venkatesh Sudha.
Kathi Kruse 10 Dynamite Ways to Get Traffic, Leads & Sales with Social Media.

Kathi Kruse 10 Dynamite Ways to Get Traffic, Leads & Sales with Social Media.
TAG-Org Websites 1. Why Websites ? Branding: Since it's our website, we can set the design and build the awareness of our brand. To create our own Online.

TAG-Org Websites 1. Why Websites ? Branding: Since it's our website, we can set the design and build the awareness of our brand. To create our own Online.

Similar presentations

Ads by Google