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, theAbout The Yaffe Center: Yaffe Center has sponsored outside speakers, conferences, events and courses which have covered these topics. The Yaffe Center has also created wikis with the latest information, best practices, and learnings on key topics within digital marketing. These wiki pages will be based on student papers and independent study projects but can be updated and added to by anyone in the U-M community.

Yaffe Center Digital

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
  • 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.Zlatos, Pure Visibility, and Melanie Mitchell, Digitas.
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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