08.30 – 09.00
|
Registration, coffee & networking
|
09.00 – 09.15
|
Introduction & Welcome
- What will you learn today
- Understanding how technology is changing
- Understanding how consumers are changing
- What digital media means for you: why is it important
|
09.15 – 10.00
|
Buying & Selling Media In A Changing Digital Landscape
In this module you’ll assess media use patterns, digital channels, suppliers and technologies affecting the buying & selling of digital media. You’ll make comparisons and draw conclusions on what this means for different parts of the media, marketing & advertising industries.
- Understanding the market, the process and the players so that you can prepare competitive solutions
- Discussing the differences between major digital media channels, owned, bought and earned media
- Changing consumer purchase pathways
- Reviewing online advertising spend patterns
- Trends and technologies
- Common pricing models for online advertising
- Understanding the key pricing models, formulas & equations you need
- Learning about current industry practice, changes and trends going forwards
|
10.00 - 10.45 |
Media Marketplaces
Technology, media platforms and messaging have been morphing significantly in the last ten years and there are implications for media buyers and sellers.
- Technologies enabling new buying models across display, video, mobile, social channels
- Demand Side Platforms (DSPs)
- Exchanges
- Behavioural and re-targeting
Guest Speaker
Wout Van Damme, CEO, Funbox
|
10.45 - 11.05
|
Coffee break & networking
|
11.05 – 11.50
|
Display Advertising
Display advertising was ‘the original’ online ad format; placing billboard and print style ads where consumers were expected to see them. In this module learn the value behind this advertising ad format, trends, and the changing nature of display.
- How can you integrate display and email into your advertising mix?
- Understanding ad formats
- What standards are there in format & sizing?
- How have formats & sizing evolved and what benefit does that bring advertisers?
- Trends in display advertising
- How is display advertising progressing?
- What does ‘rich media’ mean?
- Best practices and examples of ‘rich media’
- In today’s digital landscape how can you best work with video?
- What can ‘rich media’ do for your advertising campaign?
Guest Speaker
Nic Chamberlain, Head of Digital, 303
|
11.50 – 12.35
|
Measuring Online Audiences
All media aims to attract high quantity, high quality (for which read, relevant) audiences. And second to that all media aims to measure & prove, as accurately as possible, that audience data and to clearly report it back. In this module discover the metrics and techniques for digital media measurement.
- Overview of current industry practice
- Current tools, methodologies and techniques for measuring online audiences
- How does online audience measurement compare to offline techniques?
- An industry standard
- Which bodies are working on standards, what's the current status and where are we heading?
- Google Analytics and Nielsen Online tools
- How to use them for your business
- Learning best practice
|
12.35 – 13.25
|
Lunch & networking
|
13.25 – 14.10
|
Search Marketing
Search is an increasingly important marketing channel; at certain stages of the purchase funnel it can be critical. In this module learn how search fits into the campaign & marketing strategy and how it integrates with other media & advertising channels.
- Search engine marketing (SEM)
- How does SEM work?
- What should you consider when developing your SEM strategy?
- What is the best way to integrate SEM into your advertising and marketing plans?
- What value does SEM add to your existing marketing & advertising strategy?
- Search engine optimisation (SEO)
- How does SEO work?
- What should you consider when developing your SEO strategy?
- What is the best way to integrate SEO into your advertising and marketing plans?
- What value does SEO add to your existing marketing & advertising strategy?
Guest Speaker
Kate Conroy, Ads Product Specialist, Google Australia
|
14.10 - 14.55 |
Measuring Campaign Results
We’ve talked about campaign objectives & strategy, now it’s time to figure out how we measure the success of those campaigns. In this module you’ll understand what you can measure and how you report that information back to your organisation.
- How to identify & prioritise your objectives and plan your strategy
- Tracking digital campaigns
- Metrics for different channels and objectives
- Results and expectations
The metrics are only as good as the questions you ask. A critical element of campaign measurement is determining exactly what is it you want to measure and report on:
- How to identify success
- Which metrics matter for your campaign or business
|
14.55 – 15.15
|
Coffee break & networking
|
15.15 – 16.00
|
Mobile
You know that mobile needs to be a part of your marketing & advertising plans for long term strategy and specific campaigns. The challenge is getting started.
- Understanding the mobile internet landscape and new opportunities to market to your customers.
- Connecting with consumers in their personal space.
- Where can you go with mobile? What are the real differentiators, the really sexy functionality, the edgy technology and the show stopping campaigns that you can work towards?
Guest Speaker
Ben Cooper, Digital Director, The Monkeys |
16.00 – 16.45
|
Social Media
How to maximize engagement in social channels
Yes, social media is littered with fads & fails. And, yes, there are a few too many experts & evangelists. But there’s no denying it is also the true environment for engagement; truly connecting you with the hearts & minds of your consumers. In this module find out how to make social media work for you.
- Engineering for social sharing
- The competition for attention
- The basics - what every digital site should have
- What are social objects
- Advanced - from Facebook's edge rank algorithm to G+ circles
- How Insights help to deliver optimized content
- The power of the extended network
- The role of third party content
- How influencers can help maximize engagement
- Real time versus past tense tracking
Guest Speaker
Tiphereth Gloria, Social Media Strategist
George Patterson Y&R Australia
|
16.45 – 17.00
|
Conclusions
- Q&A
- Summary of key learning points
- Follow up modules & resources
|