Welcome to the Digital Media Wiki
From The Yaffe Center
Contents |
Yaffe Center Digital Media Resources
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.
The Yaffe Center has developed this page to provide information, presentations, links, and student developed wikis on the following topics:
- Digital Media: Overall Perspectives
- Search Engine Marketing
- Display and Video Advertising
- Social Media
- Mobile Marketing
- What's New & What's Next
Digital Media Resources
Digital Media: Overall Perspectives
- Wikis
- Presentations
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- 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
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- Links
Search Engine Marketing
- Wikis
- 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
- Search Engine Workshop
- Links
Display and Video Advertising
- Wikis
- 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.
- Neville_Manohar_Chrysler_Group.pptx"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
- Presentations
- Image:Ross Presentation 2-15-11.pdf "Disney and Social Media" By Elizabeth Smith Brigham
- "Social Media at Ford" By Scott Monty, Head of social media for Ford Motor Company
- "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
Mobile Marketing
- Wikis
- Links
What's New & What's Next
- Presentations
- "What's New and Next in Digital Advertising" By Jason Sutton, Michigan MBA and digital entrepreneur, and Sid Shah of digital consultant Efficient Frontier
- "Digital Marketing: State of the Art, and Lessons Learned" By Rishad Tobaccowala, CIO of Publicis Groupe and CEO of Denuo
- "Web X.0: Emerging and Nascent Digital Challenges" Chuck Shultz, New Media Director at Starcom MediaVest Group
