Doing Business Digitally: Competitive Strategy in the New Marketing Landscape
Dubai January 9
To Register:
Why Competitive Strategy?:: Why Should You Attend? :: Who Should Attend? :: What Will You Learn?
Why do you need a competitive strategy for the new marketing landscape?
A viable competitive strategy is critical to the success of your business, no matter what markets you operate in. The internet has forever changed everyone’s marketing landscape, connecting your customers with each other, giving them easy access to product information and reviews, putting your competitors a click away, and effectively eliminating geographic location from the marketing mix. Emarketing is now a mature requirement, not an early experiment. It’s not just about building a website any more, and it’s a lot more than simply advertising and selling online. It is an integral part of your overall business strategy, and its focus is developing and leveraging sustainable relationships with online consumers.
The internet turned 26 this year. There are now more than 1.4 billion active online consumers worldwide. In economies where the web has been around for a while, half of all companies get more than half their revenue through their online marketing activities. There are competitive opportunities – and threats – everywhere.
The global explosion in marketing innovations is largely driven by consumers, whose expectations, attitudes, and purchasing decision-making processes are all changing dramatically. For any business the internet presents unlimited opportunities to improve services, find communication synergies and efficiencies, conquer new markets, develop brands, build loyalty, excel at customer service, and grow profits and market share. You need an effective competitive strategy to make it happen.
Why Should You Attend?
Whether your customers are businesses or consumers, to thrive online you need focused strategies, smart processes, disciplined but creative marketing, and the ability to deliver compelling and ever-improving online customer experiences.
Doing Business Digitally is business-focused, practical, and inspiring. It provides insight into the concepts and culture of online consumers and markets, and lays out, step by step, the ground rules for success in strategizing, planning, and implementing the initiatives that will drive web visitors to your site, build customers and brands online, and open an essential channel to your offline business.
Well-illustrated insights into vital issues like long-tail marketing, web 2.0 and social media are woven into core topics such as trust, advertising, search engine marketing, buzz, email and customer service. You’ll also learn how phenomena like YouTube, Facebook, Google, and mobile can be used to gain vital competitive advantages in increasingly fickle markets. The course provides critiques, examples, and lessons learned from businesses who have “got it” – and those who have not.
Consumers often have “wired” knowledge and expectations way ahead of the companies that they still do business with.
Now it’s all changing, faster than anyone can measure. The internet has arrived and gone mainstream and anyone in business who does not understand it, does not respect it as the juggernaut agent of change that it is, and does not have a competitive strategy to harness its power is going to have a very rough ride. Get it right, and the rewards are immense; get it wrong, and you could do irreparable damage to not only the loyalty of your customers, but to the future of your business.
You will take away full course documentation as well as a brilliant workbook to guide you through development of your own digital strategy!
Who Should Attend?
This course is a must for anyone who makes tactical or strategic business or marketing decisions, or has to interact with those with online responsibilities, including:
- marketing managers, product & brand managers
- business or government strategists
- new product development people
- advertising, marketing services and agency executives
- website developers, information architects, and creative professionals
- marketing communications and PR professionals
- e-commerce and e-marketing project managers
- customer service management
The course is crafted for non-technical business people as well as those techies who want a commercial competitive emarketing perspective.
What Will You Learn?
You will leave this course not only with a great understanding of how digital business and emarketing and its many processes actually work, but also with a practical ability to create your own online competitive strategies and tactics.
What is more you will be equipped with an arsenal of best practices, inspiring and enlightening examples, and guidelines for staying in tune with developments in the future.
- how critical emarketing processes work
- why the internet and web 2.0 are vital components of any competitive strategy
- what impact the web is having on consumers, and how you have to respond in marketing and customer service
- how to develop an effective integrated digital strategy
- the basics of search engine marketing, email marketing, and online advertising & PR
- how to avoid the hype and focus on high-impact tactics
- the key features of successful emarketing operations
- a host of hints, tips, tools and best practices for competitive emarketing success
- how to put together and execute your own ebusiness and emarketing strategy.
And you'll be totally psyched to take charge of your own digital business initiatives!
Detailed E-marketing Course Contents
The new marketing landscape
- Global trends in consumer behaviour
- What "change" looks like
- Opportunities from the “long tail”
- The 21st century customer: what’s hot, and what’s hype
Competitive digital strategy, planning, and implementation
- Digital vs business as usual — the differences that matter
- Cutting through the techno-hype
- The marketing characteristics of great digital businesses
- The 10 stages of digital business evolution
- Building a competitive emarketing strategy
Leveraging core competencies
- 10 golden rules for going online
- Change agentry and corporate culture
- Re-engineering your vision mission and values
- Alignment: vendors, partners, relationships
- Who is still relevant? Dealing with disintermediation
- Build, buy, lease, or outsource?
- People, skills and attitudes
- Policies, privacy and trust in a two-way street
Emarketing strategy
- Engagement and “experience branding”
- Setting strategic emarketing priorities
- Implications of bandwidth
- Where your best web traffic should come from
- Internet marketing vs traditional marketing
- Components of an integrated emarketing strategy
Web 2.0 and Marketing 2.0
- What is web 2.0 and why it matters
- Social networking, Facebook, YouTube, mobile
- Web 2.0 examples in practice
- Blogs, RSS Feeds, Podcasting in PR and marketing
- Leveraging User Generated Content to build brands
Groundrules for operational success
- Strategies for search engine success
- Best practices for email
- Beyond banners: what works in internet advertising
- Website design, navigation, and user experience
- Landing pages and conversion funnels
- 7 step methodolgy for developing a website
- Metrics for improving effectiveness
Your competitive e-marketing strategy
- Defining your digital goals
- Alternative strategic approaches for your business
- From strategy to implementation: project management
Recommended reads and RSS feeds
|
