scott cowley @scottcowley scott.cowley@asu.edu @scottcowley bridging the gap in digital marketing...

SCOTT COWLEY@scottcowleyscott.cowley@asu.edu

@scottcowley

BRIDGING THE GAPIN DIGITAL MARKETING EDUCATION THROUGH

EXPERIENTIAL OWNERSHIP

The crunchy golden era of digital marketing education

The escalation of skills vs. expectations

A hierarchy of experience

I have a track record of success under a variety of conditions.

I can do it well and identify weaknesses in hindsight.

I have done it before.

I can describe how it’s supposed to be done.

I understand what “it” is.

My +1: Helping students get their+1

How are you going to get that zero off your head?

Case opportunities by product cycle stage

• Thought Leadership• Growth Campaign (AKA Growth Hacking)

• Community Management• Customer Education• Real-time Marketing

• New Product Development• Product Launch• Promotional Outreach

• Turnaround• Customer Migration

Consumer Psycholog

y(Push/Pull)

Marketing Strategy

(Decision-Making)

Motivation and

Identity

Persuasion and Social Influence

Segmentation,

Targeting, Differentiati

on, Positioning

Product, Promotion,

Place, Pricing

External Dynamics

Attention, Media,

Personas, Storytelling

Trust Signaling,

Relationship Management

, Outreach

Market Research, Branding

Product-Market Fit,

Distribution, Launch, Timing

Performance Metrics, Analytics, Campaign Manageme

nt

DOMAINS

PRINCIPLES

SKILLS

TOOLS AND TACTICS

How much of marketing can you integrate?

The solution = low cost, high upside

ownershipWebsites Communities

MicrositesBlogseCommerceAffiliate sites

Facebook pageTwitter accountGoogle+ communityInstagramLinkedIn group

ContentBlog postsBanner adsLanding pagesInfographicsPresentationsVideoMultimedia

“BuzzFeed Valentine”

Mini digital product development lessonsLesson 1: Consumer identity & hypertargetingLesson 2: Audience researchLesson 3: Content creation and optimizationLesson 4: Distribution channelsLesson 5: Outreach and influenceLesson 6: Campaign management

Skill Hoarders

• Social media marketing• Blogging & web

publishing• Analytics• BuzzSumo.com• Media rights• Google Trends• Marketing campaigns• Content outreach• Search engine

optimization

• “+1”• Job opportunities• Company relationships• Product life cycle experience

Strategists

Professor Cowley

Everybody’s happy!

As a Dartmouth MBA group project…

Blog about (and involve) brands

Stellenbosch University students kept a class blog aboutbrand marketing. One team partnered with Jagermeister, which provided a cooler for the students to give away.

Partner to create content for a corporate blog

Single-purpose microsites

(ShouldIWorkForFree.com – Flowchart Microsite)

Other ideas

• Launch a successful Fiverr service• Promote a Kickstarter campaign• Create and sell a Udemy video course• Produce banner ads for a company

campaign

6 P’s of experiential project grading

• Participation• Principled planning• Platform alignment• Performance• Pondering• Peer review

You need to try these yourself

Websites CommunitiesMicrositesBlogseCommerceAffiliate sites

Facebook pageTwitter accountGoogle+ communityInstagramLinkedIn group

ContentBlog postsBanner adsLanding pagesInfographicsPresentationsVideoMultimedia

TO LEARN MARKETINGTO LOVE MARKETINGTHEY MUST

EXPERIENCE MARKETING

scott.cowley@asu.edu

scottcowley.com @scottcowley

linkedin.com/in/scottcowley

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 directoryhttp://www.alltop.com