DELIVERING FORMATIVE DIGITAL MARKETING COURSE EXPERIENCES THROUGH EXPERIENCES SCOTT COWLEY @scottcowley [email protected] SCOTT COWLEY THINGS YOU JUST CAN’T TEACH
DIGITAL MARKETING CAN BE LOVE AT FIRST BITE
WHY NOT LET THEM TASTE THE REAL THING? (We spend too much time on substitutes)
2014 BASEBALL SEASON 28,440 Hit Singles 69 Grand Slams Are we happy to keep students locked in the batting cage?
WHAT IS THIS? WOW I DID THAT! LET’S TAKE STUDENTS FROM TO
THE SOLUTION = OWNERSHIP Websites Communities Microsites Blogs eCommerce Affiliate sites Facebook page Twitter account Google+ community Instagram LinkedIn group Content Blog posts Banner ads Landing pages Infographics Presentations Video
IDEAS (In order of ease)
WRITE FOR BUZZFEED (or LinkedIn or Medium) Students experience the challenges of content creation, outreach, and promotion. The analytics dashboard is superb. Segmentation and Promotion
BLOG ABOUT (AND INVOLVE) BRANDS Promotion and Partnerships Stellenbosch University students kept a class blog about brand marketing. One team partnered with Jagermeister, which provided a cooler for the students to give away.
CREATE DIGITAL CONTENT FOR COMPANIES Students learn about brand alignment by blogging for and working with a brand. Infographic also required. Promotion and Distribution
TEST-LAUNCH A COMPANY OR WEBSITE Branding, Test Marketing, Promotion, and CRM Students get pre-launch product experience by creating a landing page on a new domain, collecting email addresses.
CREATE ADS FOR AFFILIATE PROGRAMS Students partner with brands to design banner ads for their online affiliate programs. Great intro to design. Advertising and Branding
MICROSITES AND AFFILIATE SITES Students get complete web marketing experience through creation and promotion. Best for a full-semester project. Full-scale Marketing DoIHaveEbola.com
TIPS ON GRADING EXPERIENTIAL ASSIGNMENTS Reward students for time/participation and performance Make “content vetting” part of the requirements Put emphasis on generalizable fundamentals (brand alignment, market segmentation, product development, strategic planning and execution, use of analytics) Adopt a holistic rubric for anything subjective (sometimes point removal is easier to do than point allotment)
WE NEED TO SPEAK FROM EXPERIENCE Websites Communities Microsites Blogs eCommerce Affiliate sites Facebook page Twitter account Google+ community Instagram LinkedIn group Content Blog posts Banner ads Landing pages Infographics Presentations Video What have you created lately?
Re TO LEARN MARKETING TO LOVE MARKETING THEY MUST EXPERIENCE MARKETING [email protected] scottcowley.com
TOOLS MENTIONED IN THIS PRESENTATION Free year of hosting for students: http://www.westhost.com/edu Domain names for 99 cents (1 yr): http://www.1and1.com Attribution-free stock photos: http://www.pixabay.com Free multi-purpose design tool: http://www.canva.com Content sharing analysis/stats: http://www.buzzsumo.com Directory of affiliate programs: http://www.cj.com Content platform with analytics: http://www.buzzfeed.com/community Twitter influencer identification: http://www.followerwonk.com Free website/blog platform: http://www.wordpress.org Pre-launch e-mail collection platform: http://www.launchrock.com Corporate blog directory http://www.alltop.com