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VIDEO 1
Introduction & Ad Sales Reality
- Introduction: The World of Digital Media
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Traditional Budgets Shifting to Digital Media
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Digital Ecosystem Applied to Marketing Tactics
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Digital Media Imperatives
- Understand the Digital Ecosystem
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Chi & The Art of Digital Media Selling
- Ad Sales Reality Check
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Preview Modules 2, 3, 4, 5 and 6
VIDEO 2
Understanding the Digital Playbook - Part 1
- Expanding Media Ecosystem
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Evolving Ad Formats
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New Metrics and Benchmarks
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More Cross-Platform Integration
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The Expanding Mix and Platforms
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Digital Savvy Consumers
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Essential Media
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Why You Need to Understand the Digital Channels
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Key Take-Aways
VIDEO 3
Understanding the Digital Playbook - Part 2
- Ad Networks Defined
- Ad Exchanges Ad Networks Sites Versus Ad Networks
VIDEO 4
Understanding the Digital Playbook - Part 3
- Search Engine Marketing
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Key Disciplines
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Search Engine Marketing (SEM)
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Search Engine Optimization (SEO)
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Pay Per Click or PPC Ads
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Pay Per Click (PPC) or “The SEM Process”
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Search Engine Results Page (SERP)
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Paid and Organic Listings
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Search Behavior
- Search Metrics
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Search and Display Synergies
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Search as Navigation
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Local Search
VIDEO 5
Understanding the Digital Playbook - Part 4
- Social Media
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What Is Social Media?
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Why Is Social Media So Important?
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New Rules and Business Models
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Social Media Tools, Applications and Platforms
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Social Media Strategies
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VIDEO 6
Understanding the Digital Playbook - Part 5
- Mobile
- Mobile Unique Attributes
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Mobile Web Usage
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Mobile Advertising Forecasts
- Mobile Marketing
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Mobile’s Five General Media Types
- Mobile Search
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Mobile Advertising Opportunities
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Innovative Mobile Marketing
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The Mobile Future
VIDEO 7
Fit the Media Platform to the Sales Funnel
- Define the Sales or Purchase Funnel
- Fit the Media Platform Into the Purchase Funnel
- Traditional Media
- Interactive Media
- Mobile
VIDEO 8
Selling into the Objective
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Understanding Client Objectives
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Campaign Objectives
- Branding
- Direct Response
- Branding Versus Direct Response
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Questions to Ask – General, Branding, Direct Response
VIDEO 9
Integrated Media
- Definitions for Integrated Media
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Why Media Integration is Important
- Unique Attributes of Digital Media
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Advantages and Disadvantages
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Developing an Integrated Media Program
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Program Best Practices
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New Perspectives for Cross Platform Selling
VIDEO 10
Review - Part 1
- Review Modules 1 and 2 (Part 1-3)
VIDEO 11
Review - Part 2
- Review Modules 2 (Part 4-6), 3, 4 and 5
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