Digital Marketing: Customer Engagement, Social Media, Planning & Analytics

This course is based on Prof. David Rogers’ course on Digital Marketing Strategies taught to executives that come to Columbia Business School from all over the world.

The marketing paradigm has transformed with the rise of digital technologies. Companies today face a constant proliferation of social media channels, the growing power of connected customers, and an explosion of new digital tools.

WHAT ARE THE LEARNING OUTCOMES?

At the end of this course, participants will learn:

• Marketing in a world of digital savvy customersFrameworks for reaching and connecting with digital customersProcess for planning and executing digital marketing strategyBest practices from the best digital brands

Emeritus and Columbia Business School Executive Education

Columbia Business School Executive Education is collaborating with online education provider Emeritus to offer a portfolio of high-impact online programs. These programs leverage Columbia’s thought leadership in management practice developed over years of research, teaching, and practice. By collaborating with Emeritus, we are able to broaden access beyond our on-campus offerings in a collaborative and engaging format that stays true to the quality of Columbia Business School Executive Education. You can read more about this relationship here.

SYLLABUS

Module 1 - From Mass Marketing to Customer Networks

• Pre-Reads:

– The Network is your Customer

Frameworks:

• From Mass Markets to Customer Networks
• Mass Market Model Vs Customer Network Model – Story #1 – Bashing your Brand (United Airlines) – Story #2 – Loving your Brand (Coca–Cola) – Story #3 – Driving your Business (CISCO )
• Definition of a Customer Network & Who is in your customer network
• Metcalfe’s law & Milgram’s Small world hypothesis
• Power Laws and the 90-9-1 rule (Bell curve)
• 1-to-1 communications tools to many-to-many communication tools
• Rethinking the Marketing Funnel

Application:

• Assignment: Reflect on your personal digital interactions and describe the customer network for your business

Module 2 - The Digital Advertising Mix: Key Channels and Principles

Frameworks:

• Digital Advertising Overview
• Email Marketing
• Search Engine Advertising
• Display Advertising
• Video Advertising
• Principles of Effective Digital Advertising: Targeting
• Principles of Effective Digital Advertising: Personalization
• Principles of Effective Digital Advertising: Optimization

Application:

• Digital Marketing Simulation – You will learn the principles of online advertising through a real-world scenario in a simulated environment. You will learn to:

– Perform Strategic Keyword research – Build PPC (pay per click) ad campaigns – Understanding and Measuring Key Performance Indicators – Write Targeted Ads – Optimize landing pages – Run an email marketing campaign

Module 3 - Five Core Behaviors of Customers in the Digital World

Frameworks:

• Five Core Behaviors of Customers in the Digital World
• Maslow’s Theory and Customer Network Behaviors
• Introduction to Core Behaviors – Access, Engage, Customize, Connect & Collaborate

Module 4 - Access Strategy

Frameworks:

• On Demand Services
• Mobile Wallets and Loyalty
• Location Based Services
• Mapping Path to Purchase + Micro-moments
• Showrooming
• Omni Channel Thinking
• Wearables
• Challenges for the Access strategy

Application:

• Assignment: Assignment: Analyze and explain how a selected company utilizes the Access Strategy

Module 5 - Engage Strategy: Content Marketing, Utility, Messaging, and Brands as Publishers

Frameworks:

• Introduction to Engage Strategy – Offering Utility and Being Relevant – Showing a Personal Face and Targeting Your Audience – Linking Content to Conversions – Who Creates the Content – Key Issues of the Engage Strategy

Application:

• Assignment: Assignment: Analyze and explain how a selected company utilizes the Engage Strategy

Module 6 - Customize Strategy: Targeting, Personalization and Marketing to a Segment of One

Frameworks:

• Introduction to Customize Strategy – Netflix
• Personalized E-commerce – Lancome & Warby-Parker
• Personalized Packaging – Coke
• Mix and Match Products – Starbucks + Customer Manufacturing
• Targeted Communications
• Targeting based on Customer Lifetime Value – Custora & Caesars Palace, Las Vegas
• Marketing Automation
• Are you too targeted? – The Target Story
• Key issues for the Customize strategy – The Paradox of Choice
• The Four Sharing Mindsets
• The Uncanny Valley

Application:

• Assignment: Analyze and explain how a selected company utilizes the Customize Strategy

Module 7 - Connect Strategy: Social Media, Communities and the Power of Conversation

Frameworks:

• Listen and Learn, and What to listen for?
• Examples of Listening
• Social Customer Service
• Gamify your Conversations
• Provide a Forum
• Ask for Ideas
• Add a Layer of Value
• Common Metrics to Measure and Defining Your Terms
• Key Challenges for the Connect Strategy

Application:

• Assignment: Analyze and explain how a selected company utilizes the Connect Strategy

Module 8 - Collaborate Strategy: Crowdsourcing, Crowdfunding, and Open Platforms

Frameworks:

• Introduction to Collaborate Strategy
• Passive Contribution – Waze
• Active Contribution – CNN iReport
• Solving the Expertise Gap
• Crowdfunding
• Open Competition – Doritos and Innocentive illustrations
• Open Platforms
• Key issues for the Collaborate Strategy – Motivations for network collaboration – Modularity of the problem – Skills of Participants – The Bottom is Not Enough

Application:

• Assignment: Analyze and explain how a selected company utilizes the Collaborate Strategy

Module 9 - Lessons from Brand Failures

Frameworks:

• Auto-pilot is for planes, not for Social Media
• Deception is easily revealed
• Employees, left to themselves, will not always act in your interest
• Bullying does not work
• You don’t own the #conversation
• Offline actions spark online world of mouth
• Thoughtful Participation does work
• Reputation Warfare

Module 10 - Best Practices for Brands on Social Networks

Frameworks:

• Organic vs Paid
• Major Social Networks – Pros and Cons – Facebook – Twitter – Linkedin – Instagram & Pinterest – Youtube – Snapchat & Messengers
• Evolving Ad products – Display and Video Ads – Lead Gen, App installs, Follow recommendations, Hashtags, Buy Now – YouTube
• Targeting Options – Re-targeting and Custom/Look alike audiences – Application of Facebook Targeting
• Online Influencers & Customer Decisions

Module 11 - Making Digital Matter: Metrics, ROI and Agile Modelling

Frameworks:

• Swimming in Data
• Speaking Different Languages
• Barriers to Measuring ROI
• Apples and Oranges
• Which half of my digital is working?
• Model Based on Your Strategy – The Ford Fiesta Example – CitiBike Example
• Focus on KPI’s – Visa Example
• Question your Data – Correlation – Last Touch Attribution – Test and Control – Example of Test and Control – Buzzfeed
• 7 habits of the agile marketing modeler Application:
• Assignment: Metrics of Measurement

Module 12 - Five-step Process of Planning and Executing a Digital Marketing Strategy

Frameworks:

• Five Step Process – Setting Objectives – Segmentation & Brand Positioning – Ideation & Concept Selection – Execution – Measurement

Module 13 - Organizational Challenges of Digital Marketing

Frameworks:

• Skills and Training
• Speed and Agility
• Collaborating across Divisions
• Collaborating across Business Units
• Organizational Challenges of Digital Marketing

Module 14 - Six Faces of the (near) Future of Digital Marketing

Frameworks:

• The Addressable Marketer
• Techno diversity
• Advertising’s Hollow Middle
• Invisible Threats
• Two Minds of Marketing
• The vanishing CMO