iMedia
How powerful is the Web?
Yes, you have a Web site. But is it being efficiently used as a form of advertising and marketing? Do your social media sites and other advertising media generate leads and assist in your market segmentation? Are you experiencing the full potential of search engine marketing optimization? Are you getting the most accurate results possible from AdSense? The Web can be a powerful tool, but only if you know how to use it. That’s what this course is all about.
During this intensive three-day course, our industry experts will teach you how to use an effective blend of online advertising, search engine marketing, Google web analytics and Google AdSense to reach your customers and successfully improve your internet advertising.
After attending this brand positioning, lead generation, and sales implementation course, you will be able to:
Combine your web advertising and business advertising
In order for your company to obtain the full benefit of the Web, you need to learn how to combine your website advertising to off-line marketing, such as print advertising, digital advertising, television advertising, viral marketing, and other advertising promotions.
Improve your marketing leads and lead management
Help targeted prospects find you by allowing search engine optimization marketing to make your Web site search-friendly and easy to find. Establish more effective web advertising, and improve your company’s competitive intelligence. Check and improve your link popularity, and learn to recognize exclusive leads among particular market segments. Test the growing number of Web 2.0 tools to find one that works for you.
Move prospects through the buying cycle
Develop relevant value propositions. Engage customers with logical relationship management techniques. Establish “offers” that make sense and fit your business model. Build robust follow-up efforts to close the sales loop.
Define relevant analytics
Go beyond basic clicks and hits. Evaluate multi-touch best practices. Establish and test metrics and systems. Think Six Sigma.
Create a bridge to your business brand and goals
Determine when products require different sales approaches or types of interaction. Align your Web activities with business strategy for your advertising campaigns. Build a 360° view. Break down silos between marketing, sales, and IT.
iMedia Topics
- Offer Maps
- Decision Trees
- Viral Marketing
- Key Performance Indicators and Metrics
- Sales Funnels
- Lead Generation Funnels
- Paid Search and Search Engine Marketing
- Search Engine Optimization
- Long Tail
- Web Site Assessment
- Page Ranking
- Link Building
- Clickthrough
- Benchmarketing
- Worst Practices
- Spamming et al
- Conversion
- Online Advertising
- Social Networking
- E-mail Funnel
- Software and ASPs
- Web Architecture for e-Marketing
- Impressions and Interactions
- Tactical Integration
- Contact Database
- Internal Communication
Who should attend?
This course provides excellent insights for directors, managers and executives involved in:
- Digital and interactive marketing
- Marketing, sales and advertising
- Communications
- Business development
- New media planning
- Product and brand management
- Strategic planning
- Customer acquisition/retention
- IT and Web site development
Optimize your learning experience when you attend this course with a team of your coworkers. Return to your office ready to use your new skills and implement what you learned!
The University of Wisconsin–Madison, as a member of the University Continuing Education Association (UCEA), authorizes this course for 2.1 Continuing Education Units (CEUs) or 21 hours.
bwolfe@exed.wisc.edu