New buzz marketing tactics

Why be brilliant at new buzz marketing tactics?

It examines online markets, clarifies the issues, and shows you how to jumpstart your use of the web as a vehicle for building profitable relationships with the new consumer.

Businesses that assume online markets are the same markets that used to watch their ads on TV are kidding themselves. The read-write web 2.0 internet culture is having a profound effect on every aspect of marketing.

Today, the consumer is the medium, and the brand is the buzz.

How do you use the web to build brands or to get online consumers to take action? If you are still merely blitzing high-traffic web media with banners and optimizing your website for search engines, you are only scratching the surface. And you're probably wasting a lot of money in the process. If you want get the attention of online consumers, you have to be willing to engage with them.

The course covers the internet in a social media context and explains all of the key concepts and technologies in non-technical terms. It examines the elements of an integrated buzz campaign, the creative constraints and innovative opportunities, the production and tracking processes, and the metrics available for analysing success.

Most importantly, it shows you practically how to set up and use those media that really drive traffic, brand awareness, and business on the web today. This up-to-date course is fully illustrated with examples and case studies. It gives you the knowledge, skills and inspiration to get right up the learning curve to a point where you can start making creative, informed decisions about getting the biggest bang for your buck on the web.

The workshop format ensures that you are actively thinking through and applying the ideas to your own marketing challenges.

Why should I attend?

There are dramatic changes ahead in South Africa, for marketers, for ad agencies and for traditional media. Every professional engaged with branding or promotion, whether as a buyer of services, a provider of services, or a supplier of media, has to get on top of the disruptions and opportunities that the web is sweeping in.

Understanding is not good enough—you have to “get it”. This course is structured to help you decide on the most appropriate tactics for your marketing plan, show you how to execute those tactics, and give you the insights, rules of thumb, and motivation to stay ahead of the curve.

You will leave this course with a comprehensive grasp of the state of online buzz marketing, an ability to evaluate which approaches to use when, the knowledge of how to go about using the tools, and the inspiration to innovate in your use of social media.

South African companies whose participants have given Britefire courses rave reviews include MWEB, FinWeek, Exclusive Books, Clicks, Makro, GCIS, University of Stellenbosch Business School, Struik, Distell, Standard Bank, Deloitte, and Media 24.

Course Leader

The course is lead by Godfrey Parkin, whose recent book Doing Business Digitally has taken South Africa by storm.

A twenty-year veteran of the European and US internet marketing industry, he previously ran the global business services operations of market research giant A.C. Nielsen. He has run several successful pioneering businesses in the digital space; he authored the popular e-book Web Savvy; and he created North America's best-selling enterprise-wide elearning series E-biz Insights.

Godfrey has advised many global organisations ranging from giants like American Express, Honda, Nestlé, Credit Suisse, Cisco Systems and the Georgia Institute of Technology, to large consulting firms and small start-ups. He helps companies to develop brands and implement strategies for global online markets, often overseeing the entire process from concept through launch to ongoing market development.

He is an active participant in the International Society for Performance Improvement, and manages several online social networks, including the E-learning Forum of the American Society for Training and Development. He speaks at conferences around the world, and contributes to several journals, newsgroups and blogs.

What will I learn?

You will leave this course not only with a great understanding of how new web media can be used individually or in combination, but also with a practical ability to create your own innovative buzz marketing 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.

You will learn:

* how to use the internet as a tactical tool for growing your brand or your business
* how innovative marketers leverage social media for dramatic, cost-effective brand building
* how to generate visitors to your site
* how to turn visitors into customers
* why the new consumer and web 2.0 are more than just the latest buzz words
* ground rules for engaging the new consumer
* how to structure the components of an online marketing campaign
* how to evaluate and decide on the different new media vehicles available to you
* how to market with user generated content, Google, social search, YouTube, mobile, Facebook and social networks, and Twitter
* how others have successfully used each of these media
* how to budget for tactical campaigns
* how to measure and evaluate the performance of your campaigns
* a host of valuable guidelines, references and rules of thumb to help you apply what you have learned.

And you'll be totally psyched to take charge of your own new buzz marketing initiatives!

This tactical marketing techniques course is a great companion to our course Doing Business Digitally — Competitive Strategy in the New Marketing Landscape, which teaches you how to create a competitive marketing strategy!

(NB this course contains key insights and best practices for pay-per-click advertising, which is covered in great depth in our Search Engine Marketing course).

Date: 02 March 2010
Venue: Johannesburg
Cost: R 2600 incl VAT, incl lunch & refreshments (Group & Early Bird discounts apply)