Learn how to enhance your communication across multiple digital platforms and be able to target your organizations messages effectively through pay-per-click advertising on search engines and social media channels.
The majority of all of your professional interactions today begin with some form of digital or social media channel. Whether this is through a visit to your website or a social media channel, a response to an email, or a search engine inquiry, you need to ensure that you are communicating your message effectively.
The Digital Communication & Advertising Seminar will teach participants how to improve their digital deployment by ensuring that their website is presenting the right message and is accessible from all devices; how to ensure that their website and other channels can be found through effective search engine optimization; how to optimize email communication to ensure readability, opens and click-throughs; how to target your paid message through search advertising on both Google and Bing search networks; how to capitalize on the targeting capabilities of social networks to deploy pay-per-click advertising programs; and how to best use your digital and social media channels to engage your audience through effective, bi-directional communication.
This seminar focuses on ensuring that participants are able to engage their audience effectively. Participants will learn how to improve the perception of digital deployments and how to use both free and paid digital advertising opportunities to communicate messages effectively to a selected target audience. Each channel will be explored in conjunction with the individual organizations strategy and target audience to determine what techniques and channels should be used to optimize communication and provide the highest return-on-investment. Participants will also be asked to complete questionnaires in advance and during the seminar to provide information on their organizations current communication efforts. This information will be assessed and individual guidance will be provided to each participant regarding the advertising and communication channels that best suits their organizations goals and objectives.
This seminar includes six modules:
Module 1: Web Design & Search Optimization
Module 2: Essential Email Communication
Module 3: Google AdWords
Module 4: Bing Ads
Module 5: Social Media Pay-Per-Click Options
Module 6: Social Communication & Engagement
This seminar is part of the Digital and Social Media Program.
Anyone within an organization who interfaces with the public or with clients including: customer service personnel, advertising professionals, sales professionals, communications professionals, and management.
Topics covered during the seminar:
A laptop or tablet is recommended for this session.
Continuing Education Contact Hours: 18
Lyle Wetsch is an Associate Professor of Marketing at Memorial University of Newfoundland. With over 100 presentations and publications in the past 10 years, his research has been published in the Marketing Education Review, the Journal of Advertising Education, the Journal of Virtual World Research, the Journal of Relationship Marketing and the International Journal of Electronic Marketing and Retailing.
Lyle is actively involved in providing presentations and consulting with businesses on various elements of Internet Marketing, especially Social Media and Social Networks. He has assisted businesses and organizations with the development, design and implementation of their Social and Digital Media Strategies. He also serves on several Advisory Boards including the Memorial University Social Networking Committee.
Through the Gardiner Centre at the Faculty of Business Administration Lyle has designed the Digital Marketing Program now renamed Digital and Social Media Program and offers it in locations throughout North America.
His social media work has received global recognition including:
Inquire about future dates or request a specific delivery of this offering for a group.