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Fort Lauderdale, FL, July 28, 2008 — In response to continued explosive growth in the online industry and the need for more and better trained interactive and integrated advertising and marketing professionals, The Laredo Group, Inc., today announced new and expanded courses through December of this year. The company is the leading training and consulting firm dedicated to helping publishers, agencies and marketers increase sales and decrease costs.
A new study from WPP’s GroupM shows that Interactive media’s share of worldwide advertising expenditures is expected to hit 15 percent in 2009, almost double from four years ago, and will remain the main source of growth as ad spending in traditional media continues to decline. As online ad spending continues to increase, Laredo Group is poised to help traditional advertisers and marketers transition to and integrate online advertising, and to help industry veterans better measure and more effectively spend their ad dollars.
The Laredo Group’s expanded digital marketing training calendar includes New York City, Los Angeles, San Francisco and Chicago, as well as Dallas, Washington DC, and Orlando. In addition to adding more cities and dates to their calendar, The Laredo Group is also expanding its course offerings. Today, The Laredo Group also announced a new course, Intelligent Research, Targeting and Measurement of Interactive Ads and Audiences.
Recently the CMO Council announced a study that said one of the top areas marketers are addressing in 2008 is measurement of marketing campaigns. This new course is perfectly designed to give marketers and agencies the knowledge and tools they need to identify their target audience, how to reach that target and then how to measure the effectiveness of their ads.
“During these recessionary times when budgets are being sliced, CMOs and agencies have to be able to justify every penny,” says Leslie Laredo, Founder and President of The Laredo Group. “CMOs know that if they can't show measurable results with their interactive advertising, their CEOs are going to cut their budgets. Marketing staffs and agencies need to understand that it involves much more than just measuring impressions and click-thru rates, and they need to be able to explain that to the C-level executives.”.
Intelligent Research, Targeting and Measurement of Interactive Ads and Audiences will teach “how to” use the tools of interactive media to better understand and be more efficient in reaching online audiences as well as how to use the results of online campaigns to refine and optimize campaigns. The course will give agencies and advertisers the insight they need to find and measure the effectiveness of online campaigns through web and media analytics. Publishers will gain the insights on how their clients use research and measurement and how to better understand their needs and demands for campaign effectiveness. The training covers the fundamentals of campaign goal planning and data collection, how to use collected data to identify opportunities, how to use behavioral and other targeting approaches to reach the right audience, and how to use the many research tools available today to ask the right questions and get the right answers surrounding online marketing strategies.
“We are committed to helping marketers and agencies understand and execute successful interactive and integrated advertising campaigns” says Jeff Leibowitz, CEO of The Laredo Group. “In this course, industry veterans and newcomers alike will learn the full depth and breadth of the tools and techniques available to measure an interactive advertising campaign, and leave with a step-by-step plan to ensure their interactive advertising programs are properly targeted and/or measurable.”
Upon completion of all Laredo Group courses, students will be awarded a Certificate of Interactive Media and Advertising. Registrations are now being taken for all courses. Cities and dates can be referenced at www.laredogroupseminars.com.
Founded in 1996 and now headquartered in the greater Fort Lauderdale, Florida area, The Laredo Group is the leading training and consulting firm dedicated to helping clients increase sales and decrease costs through knowledge and efficiencies related to online advertising buying and selling, search engine marketing, and site optimization. The Laredo Group provides customized general sales training and coaching for companies and individuals, media training for buyers and sellers, and custom consulting services designed to increase the revenue potential and production of staff and products for both traditional, online and cross-platform sales and marketing activities. The client list of The Laredo Group includes many of the world’s largest and most successful companies as well as smaller firms, start-ups and many industry associations.
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