Digital Outreach: Marketing to the Digital Consumer

With websites, influencers and social media, ways of reaching out to consumers in the digital arena have multiplied in recent years. 

Yet, many brands use analogue language and formats which they simply adapt for online platforms, thus falling short of expected engagement.

Overview

This hand-on programme looks into the digital customer - who are they, where are they and how can they be reached? It explores digital formats that work on different online platforms and enables participants to have a digital conversation with consumers - because the online consumer has a voice and is not afraid to use it.

The programme explores the more recent demand for authentic and transparent communication (particularly in cases of brand failure) and looks into what is needed for consistent messaging across channels and markets.

OBJECTIVE

  • Understand how the digital consumer is different from the analogue consumer
  • Learn about and create communication formats that work digitally
  • Prepare to have an online conversation
  • Align messaging across channels and markets
  • Lead institutional digital transformation

TOPICS

  • The new rules of online communication
  • The digital consumer
  • Formats that work online
  • The art of the digital conversation
  • Social media and influencers
  • Cases of successful digital engagement
  • Authenticity and transparency in the digital arena
  • Overcoming national boundaries
  • One Consumer - aligning online and offline messages

UPCOMING Date(s) 

4 - 5 Jul 2019

REGISTER Here

DURATION

9am to 5.30pm, 2 days

 

VENUE

Carlton Hotel

(buffet lunch at Mosaic Cafe and 2 tea-breaks provided daily)

 

WHO SHOULD ATTEND

Professionals and managers with marketing and branding responsibilities or strategic communications functions.

Managers who are involved in designing the organisational culture and/or the brand experience.

CONTACT

Ms Karen Chew
Manager
Phone: +65 6828 0111
Email: ise@smu.edu.sg

Send a Message

Facilitator

Mr Jörg Dietzel

Mr Jörg Dietzel  
Chairman & CEO 
Jörg Dietzel Group 

Jörg has worked in Advertising, Branding and Communication for twenty five years, half of them in Asia, both on the client- and agency-side. He built a global network for Audi based out of London, ran DDB China, opened DDB Berlin and looked after multinational clients for BBDO Asia based out of Hong Kong. Most recently, he was the Global Head of Creative and Sales Media at AUDI AG. 

He has been running his own brand consultancy, Jorg Dietzel Brand Consultants Pte Ltd, since 2005. 

Jörg has taught Advertising, Promotional Management and Strategic Brand Management at the Business Schools of both NUS and SMU. Jörg is also widely published, with his book “Create Connect Convince – Fundamentals of Advertising, Branding and Communication” published by Marshall Cavendish Business in August 2008. 

FEE

Full Fee (Course Code in SkillsConnect: CRS-N-0048692)
SGD 2,675 (incl. GST) per person
For Singapore Citizens / Permanent Residents
Fee payable after 70% WSG Grant*: 
SGD 802.50 (incl. GST) per person
For Singapore Citizens over 40 years old
Fee payable after 70% WSG Grant &  SkillsFuture Mid-Career Enhanced Subsidy
SGD 302.50 (incl. GST) per person
For SMEs* sponsoring their employees who are Singapore Citizens / Permanent Residents
Fee payable after 70% WSG Grant & Enhanced Training Support for SMEs
SGD 302.50 (incl. GST) per person

*WSG funding is available to Singapore Citizen (SCs) and Singapore Permanent Resident (PRs), terms and conditions apply.

This programme has been approved for the Absentee Payroll Funding. The Human Resource department of individual participant will be required to process the Absentee Payroll and any additional funding that the participant is eligible for, no later than 30 days after programme commencement.

All workshops are subject to confirmation. ISE ​will ​send ​you ​a ​Confirmation ​email ​2 ​weeks ​before ​the ​course ​commencement ​date ​or ​when ​the ​minimum ​number ​is ​met, ​whichever ​is ​earlier. Upon confirmation of the workshop, a Tax Invoice will be sent via email to you.

ISE members will incur four (4) training credits per SC/PR staff for this workshop. For more information, please contact Karen at 6828 0111.

ISE reserves the rights to amend information including price, date, location, faculty, daily schedule and other details.

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