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THINGS YOU JUST CAN’T TEACH

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DELIVERING FORMATIVE DIGITAL MARKETING COURSE EXPERIENCES THROUGH EXPERIENCES SCOTT COWLEY @scottcowley scott.cowley@asu.edu SCOTT COWLEY THINGS YOU JUST CAN’T TEACH


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DIGITAL MARKETING CAN BE LOVE AT FIRST BITE


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WHY NOT LET THEM TASTE THE REAL THING? (We spend too much time on substitutes)


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2014 BASEBALL SEASON 28,440 Hit Singles 69 Grand Slams Are we happy to keep students locked in the batting cage?


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WHAT IS THIS? WOW I DID THAT! LET’S TAKE STUDENTS FROM TO


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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


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IDEAS (In order of ease)


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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


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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.


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CREATE DIGITAL CONTENT FOR COMPANIES Students learn about brand alignment by blogging for and working with a brand. Infographic also required. Promotion and Distribution


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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.


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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


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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


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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)


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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?


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Re TO LEARN MARKETING TO LOVE MARKETING THEY MUST EXPERIENCE MARKETING scott.cowley@asu.edu scottcowley.com


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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


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