iMedia
Day 1
Relationship Management
Reaching out to customers
- Analyze and refine market segmentation based on buying cycle behavior
- Create a holistic lead-generation and qualification system
- Improve the effectiveness of online research for marketing strategies
- Develop, manage and track e-mail marketing communication programs
Elevating Web site design and content
- Customer-centric value propositions
- Copywriting, interactive tools and messaging
- ROI impact assessment
Day 2
Reaching Customers
Search engine marketing
- Making your site “search engine friendly”
- “Pay-per-click” search advertising
- Benchmarking, competitive intelligence and ROI analysis
- Trends in contextual, behavioral and local advertising
Creating a buzz — viral marketing
- Blogs, RSS feeds, forums, wikis and more
- Harnessing “word of mouse” to enhance your brand
- Identifying the “sneezers” who will spread your viral message
Web analytics
Day 3
Framework
Establishing an integrated perspective
- Take a 360º look at customers and channel partners
- The importance of integrating direct and traditional marketing with e-marketing
- Link online strategy to business strategy
Internal communications
- Establish a partnership between marketing, sales and channel partners
- Team up with IT
- Break down silos
Schedule
Evening before course — 5:30 a.m. – 7:30 p.m. Optional dinner for those arriving early
Days 1 and 2 — 8:15 a.m. – 4:30 p.m. Session
Day 3 — 8:15 a.m. – 3:15 p.m. Session
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