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Maximising Business through Effective Use of Internet

The overall internet presence of the organization has be used effectively as a Marketing Channel that works in conjunction with the existing components of the Business Strategy, such as Branding, Pricing, the USP & specific target Market Segments in order to ultimately sell more to existing customers as well as acquiring new ones. The focus of this program extends far beyond the standard practice of the company having a website and employing an agency to run Pay Per Click campaigns.

Turning 'Theory' into 'Practice'?

The program examines and challenges key existing Offline Marketing Strategies & Tactics and makes use of the discussion and analysis as a foundation of how to incorporate them with full use of the internet and the New Technologies, such as Blogging, Podcasting, Vodcasting, Social Media Marketing, Email Marketing and more, as a marketing channel. Attendees will be given practical examples, tools and techniques which will help them to strengthen and bolster existing plans by incorporating the internet into Business and Marketing strategies, making use of the new technologies.

Who should attend?

1) Marketing (To understand and research the target market & competition more effectively) Product Managers, Marketing Managers, Business Development Managers2) Sales (To improve interactive communication with client & enhance lead generation) Account Managers, Sales Directors and Managers

Key areas to be covered in the programme and documentation

Redefining the Marketing Mix
• 25 years of the Dotcom
• The mix: Product. Promotion. Price. Distribution Channels
• Transformation of the consumption of: Business, Politics, Daily Life, Society, IPV6, Customization of products/services, Smart Phones, Netbooks, Ipad, Tablet PCs, Pricing, the 'free line, recurring revenue, streams, atoms / bits

New Breed Of Consumer
• Internet Access
• Unlimited Choice
• Cultural accessibility
• Commercial content consumption
• Amateur content consumption
• TV
• Consumer to consumer
• Consumer to producer

Engaging Customers Via the Corporate Website
• Pay Per Click Traffic vs/in conjunction with Organic
Traffic Generation
• Outsourcing Traffic Generation via PPC fees
• Developing Traffic Generation via Natural Organic
Search listings
• Bringing clients into the Lead Generation funnel
• Understanding blogs
• Direct communication
• Web 2.0
• Attentions span
• Membership

Lead Generation
• How to build a database of Potential Clients
• Auto-responder systems
• Market Research Subjects
• Educating users in exchange for customer information
• Online membership sites
• Online manuals and training
• List Segmentation
• Identifying potential buyers
• Social media [dominant sites]
• Mindset
• Traffic generation
• Information exchange

Search Engine Marketing 101
• Getting into the mind of the Internet User
• Ongoing Keyword Research
• Natural Organic Traffic
• Link Popularity
• Link Reputation

Multi Channel Marketing
• The internet is the enabler
• Convergence marketing
• Communities
• Use of Lead Generation details
• Engaging clients in various online stages
• Marketing funnel
• Telephone
• Online
• Direct Mail
• Cycles of online and offline communication

Affiliate and Joint Venture Marketing
• Engaging with partner organizations
• Managing relationships
• Making use of customer lists
• Affiliate Marketing
• Joint Venture Marketing

Case studies: each designed to highlight a specific Internet Channel Marketing fundamental and how the
key learning can be incorporated into new and existing Business Marketing strategies.
Case 1: Unlimited Choice
Case 2: Use of the New Technologies for brand building
Case 3: Traditional Vs Online [Search Engine] Advertising
Case 4: Multichannel Marketing
Case 5: Business Marketing Strategies & Scarcity/ Abundance

Benefits to you

• Learning practical tips how to stabilize existing client bases, acquire new customers and ultimately drive revenues
• Getting simply stated, armed with the practical, down to earth, tried and tested information
• Enabling the organizations to modify and extend their Strategies & Tactics as appropriate in order to separate themselves from the competition

Companies already benefiting include:

Duration of Course

2 days Day Course

Course details

25th & 26th of October 2010, Chicago, USA, USPT125

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac