Welcome to the Digital Media Wiki

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Yaffe Center Digital

Digital initiatives have led to the development of new media models and previously untapped opportunities in advertising and marketing. From search engine marketing to corporate websites, from social media pages to blogs,and from email campaigns to the newest mobile devices, the digital world has had a profound impact on marketing and communications.

Over the past several years, the Yaffe Center has sponsored outside speakers, conferences, events and courses which have covered these topics.

  • Conferences: The Center maintains its leadership in teaching and research on persuasive communication by hosting conferences on emerging topics in the area.
  • Speakers: The Yaffe Center hosts leading practitioners and experts in every aspect of persuasive communication. Hear the people who create the latest techniques to appeal to consumers, from new ways to use mobile phones to non-traditional advertising.
  • Workshops: Some topics won’t wait for the formal presentations at a conference, or they are techniques and practices that require hands-on experience. The Yaffe Center offers workshops to update skills and keep practitioners informed about the fast-developing field of persuasive communication.

The Yaffe Center has also created wikis with the latest information, best practices, and learnings on key topics within digital marketing. These wiki pages are based on student papers and independent study projects, but can be updated and added to by anyone in the U-M community.

Digital Media Resources

Digital Media: Overall Perspectives

Wikis
Practical Guide to Digital Marketing
Presentations
By Joseph Jaffe, President, Jaffe LLC; former Interactive Media Head at TBWA\Chiat\Day and OMD USA ( see www.jaffejuice.com ), author of the best-selling book "Life After the 30 Second Spot"
By: Robert Haverback, Director of Digital Marketing at TD Ameritrade
By Derek Koenig, Chief Marketing Officer of Discovery Communications
Links
Mashable
Promo

Search Engine Marketing

Wikis
Search Engine Advertising
Search Engine Optimization
Workshops
Search Engine Workshop
The workshop included speakers from Google, Digitas, and local agency Pure Visibility, and featured a hands-on exercise for Ross students to get experience constructing ad groups and writing keywords and ads for Google's popular AdWords system.
Melanie Mitchell, SVP of Search Strategy for Digitas keynoted the event with stories from her experience with clients which have included Bank of America, Whirlpool, Mars and Kraft. Other speakers included Megan Zlatos of Pure Visibility and Elyse Guilfoyle from Google. Professor Bud Gibson, who teaches a course in search engine marketing at Eastern Michigan University moderated the event. After the morning presentations, students were given a live project to develop search engine ad groups for the United Way of Greater Toledo
[1.pdf Search Engine Marketing]
This Yaffe Center sponsored event gave participants hands-on knowledge and skills concerning the biggest and fastest-growing forms of online marketing communication: natural search and paid search. Speakers from Google and SMG Search gave presentations and engaged participants in hands-on exercises. About 40 students from across the Ross School of Business attended.
  • Part One: Search Engine Perspective: Charles Scrase, Online Sales and Operations Manager at Google, gave an introduction to natural search and strategies on how to maximize results. He also presented an overview of paid search, using AdWords as an illustration. Participants were given the opportunity to set up their own AdWords accounts and were guided through best-practices strategies.
  • Part Two: Agency-Client Search Perspective: Brian Doelle, Director at SMG Search, spoke on search marketing, what works and what doesn’t. Participants then worked in teams to assess the search campaign of a hypothetical company.
Links
Search Engine Watch

Display and Video Advertising

Wikis
Display Ad Targeting
Presentations
  • "Google's View of the Digital Advertising World." Michal Lorenc, Director of Advertising Sales, Google. Michal will talk about how Google views opportunities in digital advertising.
  • "Digital Media at Chrysler".....Neville Manohar, Chrysler
  • "Web 1.X: The "Basics" Aren't Basic Anymore" By: Jennifer Kohler, Associate Director at Digitas
Links

Social Media

Wikis
Marketing in the Blogosphere
Using Social Networking for Marketing
Viral Marketing
Presentations
  • "Disney and Social Media." Elizabeth Smith Brigham, MBA from Michigan and Social Media expert at Disney will speak about what she's learned in her years at Disney and how that company uses social media.
  • "Social Media at Ford".......Scott Monty, Ford
  • "Web 2.0: User Generated Content in the Social Web" By: Alicia Dorsett, Social Media Strategist at Manning, Selvage, and Lee and Christine O'Connell, Associate Director at Digitas
Links
Promo:Social Marketing

Mobile Marketing

Wikis
Mobile Marketing
Links
Promo: Mobile Marketing

What's New & What's Next

Presentations
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