Measuring the ROI of corporate online campaigns Venue: THE GORDON INSTITUTE OF BUSINESS SCIENCE, 26 Melville Road, Illovo, Johannesburg, South Africa
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2 SEMINAR OVERVIEW Marketing and Communications executives are under tremendous pressure to prove the effectiveness of their online initiatives. To ensure funding, marketing offices must measure the return on investment of their strategies and communicate their success in tangible ways. Join your colleagues to walk through a step-by-step primer on how to measure and communicate the value of your integrated digital advertising and public relations initiatives. You will learn both strategic and tactical approaches for measuring online marketing ROI and brand strength, as well as review examples of online marketing initiatives executed by a variety of organisations. WHY YOU SHOULD ATTEND This seminar is designed for marketing and communications professionals at multiple levels. No matter your role, you will learn concrete, simple techniques and questions you should be asking to effectively measure and communicate the return on investment of your online marketing initiatives. WHAT YOU WILL GET As part of this seminar, you will receive a measurement template that can be adapted to your own organisations marketing and branding efforts. LEARNING OUTCOMES After participating in this program, you will be able to apply new techniques and measures to determine the productivity of your organisation s online and mobile marketing and branding programs.
3 DAY ONE 08:30 Morning Coffee & Registration 09:30 Defining ROI beyond the buzzword What should you be measuring and why? How often should you measure and how? Understanding ROI and your institutional marketing budget What is your institution actually spending on marketing? How do you collect and compile budgetary information and analyze results? ROI metrics Understanding key online advertising terms Measurements you should use to track marketing productivity How to use data to make recommendations and decisions How to share data with colleagues 13:00 Lunch 14:00 Analytics Ensure you get the best value from your digital investment. Learn how to optimise consistently to maximise ROI. Introduction to Web Analytics Designing a marketing measurement strategy Key strategic trends driving data and analytics Using data to understand customer engagement Understanding acquisition, conversion and retention tactics Analysing Traffic Sources and Campaigns Goals and Conversions Analysing Reports effectively
4 DAY TWO 08:30 Morning Coffee & Registration 09:30 Working with Agencies and Partners Understand how to successfully manage your relationship with external agencies to ensure that they provide value for money and offer the strategic rigour and business solutions you truly require. How to select the right agencies for the task at hand How to write briefs to get results you want from your agencies How to monitor and reward performance to ensure you gain the most value for your money Evaluating strategic responses and creative work from agency partners How to ensure that your agency keeps delivering both fresh ideas and innovative solutions How to manage agencies who outsource to specialist providers agencies How to manage an effective business pitch process 13:00 Lunch 14:00 Mobility Session Planning your mobile marketing strategy. How much should you spend? Insight and Analytics - Understanding your audience, its mobility and preferences Integration with current communication channels Future-proofing your approach Key mobile marketing trends Understanding mobile marketing terminology How to calculate the ROI of your mobile marketing campaign 16:00 Cocktails and Networking How to effectively set reviews with your
5 FACILITATORS Evan MILTON Digital producer / strategist Lifelines: The quest for global health (Al Jazeera English) Evan began work in digital marketing and interface design at Electric Ocean, one of South Africa s first internet advertising entities, in 1996, and then gained considerable internet publishing and media experience as the Managing Editor and Publishing Editor at WorldOnline.co.za, before heading development on TiscaliMobile and TiscaliBusiness and then helping with the launch phase of 24.com. More recently, he worked as lead strategist for NativeVML and strategy director for Stonewall Digital Marketing. He has dim memories of actually coding.html, and of creating Mzansi s first ever online version of a print publication (ADA Magazine, in 1996), which he fondly hopes the other dozen people then online in South Africa bothered to read. He is a popular conference speaker ( Aggregate 2010, Reshaping Media, Digital Edge ) and, in his spare time, is an established music journalist, South African Music Awards judge, radio DJ, columnist for WhatsOn.co.za and a lecturer (UCT Film and Media Studies ). He also trains print media practitioners in preparation for the digital world. He has worked with organisations and brands ranging from Red Bull to Investec, and from Price Waterhouse Coopers to NEPAD. Recent clients include Media24, Hip2B2 and an anonymous whistleblower. In a phrase, he is able to talk tech as well as to talk marketing, and is an expert in providing a clear communications roadmap for a client, product or service.
6 FACILITATORS Professor Geoff Bick Professor of Marketing, Graduate School of Business Prof Bick joined the GSB in 2012 as Professor of Marketing. He previously held the Coca-Cola Africa Chair of Marketing at Wits Business School, where he was also the Director of Academic Programmes for a few years. consultant and practitioner for various organisations, including Xerox South Africa prior to joining WBS. He lectures various marketing modules on academic programmes to MBA and other students, as well as on Executive programmes, including the Chartered Marketer workshop. He has won a number of teaching awards, and supervised many students with their research reports. His focus area is on marketing metrics, measuring the effectiveness of marketing programmes, although he has researched, taught and consulted in a number of different areas of marketing. He has many years of work experience, first as an engineer, then as a marketing
7 FACILITATORS Raymond BUCKLE Chair Emeritus, Mobile Marketing Association South Africa Raymond is the co-founder and CEO of Silverstone Solutions - a Mobile Marketing and Solutions Group established in He s also a founding member of the South African Council of the Mobile Marketing Association in 2008 and since 2010 co-chair, Chairman and now Chairman Emeritus of the MMA South Africa. He was recently elected as the first African to the MMA EMEA Board. Raymond is also Joint CEO of RAMP Africa, a newly formed Mobile Media Partnership representing Airtel Group across 17 countries in Africa. He has a degree in B.Com Informatics from UJ, and is an expert on the role of mobile as part of large scale marketing, CRM and brand community engagement strategies. Silverstone has a track record for delivering award winning integrated mobile marketing and CRM solutions: In 2005 Silverstone won the 1st Gold Loerie for an online software project, developing an online music mixer for Jack Daniel's in the US; In November 2008 Silverstone won 2 DMA Gold Assegais and the Nkosi Grand Prix Award for Vodacom through building, running and marketing AdMe - a premium mobile opt-in marketing Platform in South Africa with 500,000 opt-in members; SilverstoneCIS was recognised as a Top 5 Finalist in the international Echo Awards 2009 for Business and Consumer Services Direct Marketing. In 2010 SilverstoneCIS worked with the South African Government to provide the first unified mobile communications platform serving all Government Departments in the promotion of their content and initiatives around the 2010 FIFA Soccer World Cup. This initiative was awarded the MMA Global and EMEA Award for best of mobile in cross media integration.
8 REGISTRATION FORM Please complete this form and fax it back: , or it to Company Name: Country Postal Address: PostalCode: Tel Number: Fax: Nature of Business: Vat Number: Delegate Name: Designation Delegate Name: Designation Delegate Name: Designation Delegate Name: Designation METHOD OF PAYMENT Cheque Direct Deposit/ EFT Account Name: ITNA Publishing Bank: FNB Branch code: Branch name: Menlyn Account Number: SWIFT: FIRNZAJJ Deposit Ref: ROIGITNA14 Cheques can be made payable to ITNA PUBLISHING Registration Fee: R6, per participant Early-Bird Fee: R5,950 (Valid until 01 December 2015) Registration fee includes: Professionals fees, Reference/ Training manuals, USB with course content, Meals & Refreshments, Training All fees are excl. VAT. Authorisation On behalf of the organisation Surname Mr/Mrs/Ms First name Position Signature Date CONTACT Linda IT News Africa [a] Isle of Houghton, Old Trafford No.2, Cnr Boundary & Carse O Gowrie Road, Houghton, 2198, Johannesburg, South Africa [f] [t] [e] and philani@itnewsafrica.com DISCOUNTS -Book two slots and gain 10% Discount. VAT exclusive -Book three slots and secure one extra space absolutely FREE! -Book more than four slots and gain 15% Discount. VAT exclusive TERMS AND CONDITIONS: 1. Payment Terms On the return of the registration form, full payment is required within 7 working days. Payment must be received prior to the conference date. IT News Africa reserves the right to refuse entry into the conference should full payment not have been received prior to this date. Cancellation will be charged under the term set out below. 2. Cancellation, No shows & Substitutions: Cancellation received in writing more than 21 days prior to the event being held carry a 50% Cancellation fee. Should cancellations be received between 21 days and the date of the event, the full conference fee is payable and non refundable. Non-payment or non-attendance does not constitute cancellation. No show will be charged the full registration fee. 3. Alterations to advertised package: IT News Africa reserves the right to alter this programme without notice or penalty and in such situations no refunds or part refunds or alternative offer will be made. Should IT News Africa permanently cancel an event, for any reason whatsoever; the Client shall be provided a credit of the equivalent amount paid towards the cancelled event. In the case of a postponed or cancelled event, IT News Africa will not be responsible for covering airfare, accommodation, or other travel cost incurred by Clients.
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