Academy Courses

Agenda:

Module 1: SHIFT Happens – The rules of engagement have changed

This is a critical session as it sets up the core principles of 'Participative Branding' the 'New Interactive Model' the 'Interlinking Media & Message Planning Process' the redefinition of media 'Bought, Owned, Earned' and the 'Participation Ladder'.  These principles are the common threads woven throughout the training.  

This session also allows the trainees to voice expectation and clear their minds of concerns while Digital Training Academy defines the roles and guidelines of the course.    

• Why are we here?
• Participative Branding (and the role of digital)
• The new Interactive Model
• What is Bought, Owned, and Earned media?  And why clients are planning and measuring all three.
• The Three Macro Consumer Trends
• The Interlinking Media and Message Planning Process
• Interlinked Participative Branding Case Studies (Telco and Automotive)
• The Participation Ladder and how the Australian audience segments - latest statistics

Module 2: Digital Media Advertising and Content Options

This session navigates the landscape of digital advertising and content options ensuring a comprehensive understanding of the pallet available and key considerations in developing effective communications for each format.

• Display Ad Units and Creative
• Video Ads and Creative
• Sponsorships
• Widgets
• Gaming
• Content
• Email

Module 3: The Digital Media Landscape

This session provides a tour and overview of the major media sales players in the Australian digital media landscape, their key offerings and roles.

• State of 'bought' digital media in Australia in 2010 and a peek at global forecasts
• The difference between a Publisher Rep, Independent Rep, Ad Network Rep and Ad Exchanges
• Publishers (focus on 5 mainstream)
• Ad networks (Top 14)
• Ad Exchanges
• Ad serving companies 
• Research companies
• Email list brokers and broadcasters
• Mobile list providers

Module 4: Social Media & Social Influence Marketing

This session boldly introduces and demonstrates the fact that Social Influence Marketing is as important a marketing dimension as the traditional pillars of brand and direct response marketing.

• The difference between Social Influence and Social Media
• Australians participation in Social Influence and use of Social Media - latest statistics
• Creating new corporate priorities: authenticity and transparency
• Social Object Theory
• The Social Graph - what is it and how it's going portable
• How to use Social Influence and Social Media - Listening, Talking, Energizing, Engaging, Supporting
• Case studies of what works and what doesn't
• The new social metrics and how to measure the 'buzz'
• Everything is social - new business models

Module 5: Digital Media Research & Planning

This session moves step by step through the digital media research and planning process and is brought to life using a step by step case study.

• Digital research/planning tools, namely Nielson and the role of Roy Morgan data
• Developing the digital media strategy
• Digital media channel planning – key considerations
• Branding versus direct response planning
• The digital media maths of acquisition
• Pricing and placement considerations and best practice
• The anatomy of a digital media plan

Module 6: Buying, Implementation & Measurement

For this module each point below is brought to life by walking through a case study:

• Targeting options
• Ad serving and tagging explained
• Ad Measurement: Response versus Branding Metrics
• Advanced attribution analysis
• Measuring online influence to offline sales
• Optimisation - why and how to
• Importance of Landing Pages - best practice tips & examples
• Multi-variant conversion optimisation
• Summary & timeline of campaign development/execution process

Module 7: Search Engine Marketing

This session explains the basic search marketing principles and overview how paid search advertising and search engine optimisation (SEO) work and how to use search for trend spotting.

• The search marketing landscape, search ad spend
• Search trends e.g. social search
• Search engines in the marketing mix - if you're doing offline advertising why you need to do paid search advertising
• How search engines work
• How consumers use search engines
• Basic terminology and types of search marketing
• Search Engine Optimisation (SEO)
• Paid Search Advertising
• Using Search for trend spotting