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TechnoMarketing: Using the Tools and Technology of Tomorrow to Reach Your Customers Today

The world of marketing as we know it, is rapidly changing all around us.  Engaging your customers through the newest media vehicles such as social media, customer communities, blogs, RSS, and podcasts requires a solid foundation steeped in customer understanding, marketing planning and technological prowess.  The challenges marketers face today are often compounded by the sheer volume of new media channels and the depth of expertise required to execute well in each channel.  This two-day course in using the latest marketing tools and technology to reach today’s customers will take you from the defining basics to the implementation planning stage.

Through interactive presentations and exercises, case examples in both the B2C and B2B areas, and best-practice implementation reviews, participants will leave with a comprehensive understanding of how they can profit from the latest in marketing technologies and tools.

Learning Objectives

• Increase knowledge of terminology surrounding the newest technology-centric marketing tools
• Acquire a full understanding of the most popular technology-driven marketing vehicles currently in use and on the horizon
• Identify which technology-centric marketing vehicles will work for your customer base and pair those up with your existing marketing strategy
• Ability to execute a marketing campaign using the tools and techniques outlined in the course

Prior Knowledge Required

Knowledge of computers, basic Internet terminology and a cursory understanding of online media is desired.  A basic understanding of the various trends in marketing media will be helpful, but not be required.

Who Should Attend

• Sales and Marketing Executives of any size organization
• Marketing directors responsible for digital or integrated marketing strategy
• Anyone involved in customer-facing internet initiatives with their company or clients
• Ad agency media directors looking for a competitive edge for clients

About the Instructor

Dana VanDen Heuvel -  An award-winning marketing blogger and author of the AMA’s Marketech ’08 Guide to Marketing Technology, Dana is a widely recognized expert on blogging, social media marketing, thought leadership marketing and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana founded BlogSavant, a division of VanDen Heuvel Executives, LLC, one of the nation’s first weblog and social media marketing consultancies, which he is still active in. He currently runs The MarketingSavant™ Group, a marketing technology consulting and training firm that helps marketers leverage emerging marketing technology to grow their business.

Day 1:  8:30am – 5:00pm

Continental Breakfast 

Morning

Overview (Interactive)

• What are your expectations?
• What you will be able to do after the session.
• How to evaluate each TechnoMarketing tool for your organization

Defining TechnoMarketing

• What is TechnoMarketing and what it means to marketers?
• Trends, Cycles and Inflection Points: How we got to where we’re at.
• How does this change how we market going forward?
• Summary of topics in the two-day session.
• TechnoMarketing vs. traditional marketing – what’s changed?
• Participant Economy, Word of Mouth and Social Media – putting it all together

Word-of-Mouth Marketing And The Power Of Consumer Generated Media (CGM)

• Success and failure with CGM, how do you know?
• Rules of engagement for CGM
• Achieving and measuring success

Lunch

Afternoon

Mining The Social Media Space For Customer Intelligence

• Expanding your customer understanding through social media
• Understand the conversation taking place about your brand

Interactive: Social Media Customer Intelligence Research Exercise

Customer Community & Online Social Media

• Reaching customers in social networks
• Success stories from MySpace, LinkedIn, and the social space
• Uncommon examples of exemplar customer communities

Interactive: Jumpstarting Your Own Customer Community

Online Video And The Remix Culture

• Why online video is so powerful
• Growth in online video and video campaigns
• How companies are succeeding and failing
• Keys to jumpstarting your online video efforts

End Of Day Wrap-Up, Key Learnings And Intro To Day 2

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Day 2:  8:30am – 4:00pm

Continental Breakfast 

Morning

Quick Review Of Day 1 Material

How To Really Use Blogs, Podcasts And RSS In Your Company

• Integrate these tools into your existing marketing
• Case examples of success from the Fortune 1000
• Achieving and measuring success

Interactive: Blogging Case Study

Emerging TechnoMarketing Tools And How To Use Them Successfully

• Widgets and desktop real estate
• Mobile marketing
• Additional TechnoMarketing topics

Lunch

Afternoon

TechnoMarketing and the Marketing Mix

• Integrating traditional marketing plans and TechnoMarketing
• Target marketing and TechnoMarketing – where to find your customers

Putting TechnoMarketing Into Play In Your Organization

• Quantify the value of the top opportunities
• Familiarize with the resource list of vendors, assistive tools and directories and those things which can jump-start TechnoMarketing campaigns
• Keeping the momentum and overcoming barriers: tactics to ensure that you can achieve maximum results from this seminar

Taking It Back To The Job, Homework, Wrap-Up And Review

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TechnoMarketing Complete Tools & Topics Coverage List

• Blogging For Marketing
• Consumer Generated Marketing Research – Mining The Buzz-O-Sphere
• Leveraging Online Customer Communities
• Marketing For Attention in the Attention Economy
• Marketing In The Virtual Life (Second Life, In-Game Marketing, Avatars)
• Mobile Marketing To The Always-On Generation
• Online Video And The Small Camera Revolution
• Personal Identity and the Internet
• Podcasting & Internet Broadcasting
• RSS & content syndication for marketers
• Search And Marketing To Buyer Intent In The Niches
• Social Media In Marketing (Online Social Networking, MySpace, Etc.)
• TechnoMarketing Across The Generation Gaps
• The Participant Economy
• Widgets and onsite/desktop real estate marketing
• Word Of Mouth (Mouse) Marketing
• Additional Topics, Trends And Terms
• The Long Tail
• Mashups
• Microformats
• Q&A And “The Answers Space”
• Tagging & Folksonomies

Exhibitors and sponsors are not participating in this event.