Upcoming Appearances

I am teaching two modules of the new Rutgers CMD Mini-MBA™: Virtual Digital Marketing program. The program presents a new business model for digital marketing. All participants receive their own Apple iPad, with the pre-loaded program materials, and we’ll use a proprietary mobile application to deliver the course content.

Through case studies, interactive sessions and class exercises, participants will learn about the latest research and best practices in the industry. Topics to be covered include strategy, social media marketing, search engine marketing, mobile marketing, video marketing, web analytics and measurement, legal and security issues, gamification, and multichannel integration. This program runs as a 10-week self-paced online course.

I am teaching two modules of the Rutgers Mini-MBA™: Digital Marketing program at Rutgers New Brunswick. The program presents a new business model for digital marketing. All participants receive their own Apple® iPad™ 3, containing the pre-loaded program materials. Through case studies, interactive sessions and class exercises, participants will learn about the latest research and best practices in the industry. Topics to be covered include strategy, social media marketing, search engine marketing, mobile marketing, video marketing, web analytics and measurement, legal and security issues, gamification and multichannel integration. The program runs as a one-week daytime accelerated course.

So, you've been hearing about content marketing for years. You're convinced that it's important for your business or your clients. You know that unless you provide valuable information for your audience, someone else will. Maybe you've even been engaging in content marketing already. But you really want to know how to do it better.

You want to know:

• How can you discover the problems and issues your audience faces?

• How can you continuously create new, high-quality content that your audience values?

• How can you get the attention of your audience for this great content?

• How can you measure the success of your content marketing campaign?

This four-hour training session will answer those questions and more. If you know that you need better content marketing, but you don't know the steps to get there, this class is for you. We won't waste time convincing you that content marketing is important. Instead, we'll walk you through the techniques that will make your content marketing a success. We'll look at real-world examples from B2B and B2C companies. We'll help you to use your own organization (or that of your clients) to apply what you learn to your own content marketing strategy and tactics, leaving with action items to improve your content marketing immediately.

After attending, you'll know how:

• Inexpensive online techniques allow you to research the topics your audience cares about

• Time-tested techniques used by commercial publishers for decades create a steady stream of high-quality content that captivates audiences

• Direct marketing techniques test your content marketing concepts to pick the winners

• Google, Facebook, and other gatekeepers decide whether your content is any good

• Search marketing, social media marketing, and other attention-getting techniques help your audience discover your great content

• The experts in your organization can be motivated to do the bulk of the content creation

Did a frustrated searcher just ask again why your site search engine stinks? Site search foments frustration because you can't deliver on the implied promise: "Type in anything and we'll find it." You're not sure whether the problem is the search engine technology you use, the way you've set up the search engine, or that blasted content on your site. Your authors don't use the right keywords, your Webmasters block the spiders, marketers insist on their precious message, and tech support people write entirely in acronyms.

When you add it all up, it's a wonder anyone finds anything with your site search engine. It's easy to change the search engine on your corporate Web site—at least it's easier than fixing some of the real problems. Too often, we look at poor Web site search as merely a technology problem rather than one that requires analysis of content, user interfaces, search engine configuration, site design, and other factors. Analyze your Web site's search in a holistic way and address all of your problems.

In this 30-minute free Biznology® Webinar, you'll find out how to reduce site abandons and pogo-sticking, while actually helping your visitors get the answers to their real questions. Mike will show you how to use metrics and surveys to assess your Web site search and improve it.

He'll show you how to use multifaceted search to optimize the search results. Mike Moran explains how to analyze your Web site search experience so that searchers on your Web site can find what they are looking for.

Special presentation sponsored by BarnRaisers LLC, Brick Marketing, Marketing Pilgrim, and Unison

I am teaching the social media listening module of the new Rutgers CMD Mini-MBA™: Social Media Marketing program. Social media is no longer a buzzword; it is how business is conducted today. As the number of social platforms increases, there is a greater need to establish an internal and external business strategy, policy and culture to keep pace and build a competitive advantage. Given the expansive selection of social platforms—from Facebook, Twitter, YouTube, and LinkedIn to Instagram, Pinterest, Foursquare, and Blogs—firms and individuals are struggling to make sense of it all.

This nine-module certificate program, taught by a team of top industry experts, will connect business objectives with social media strategy, platforms and tactics. Through case studies, interactive sessions, and class exercises, participants will learn about the latest research and best practices in the industry. Topics to be covered include constructing a strategy, leveraging listening channels, crises and landmines, content development, measurement and ROI, social media platforms, mobile opportunities, engaging influencers and change management. All participants receive their own Apple iPad, with the pre-loaded program materials, and we’ll use a proprietary mobile application to deliver the course content. This program runs as a 10-week self-paced online course.

It sounds odd, but the most successful digital marketers are doing it all wrong. Instead of spending countless hours getting their marketing right, they are doing it wrong and then quickly fixing it, based on customer feedback. If you think that this could never work at your company, you’re not alone. Often, it’s other people’s attitudes and organizational culture that stop these vital experiments. Or your technical team patiently explains how they don’t work that way. Experimentation and fast changes are the only way to find out what’s right.

Find out how to listen to what your customers say, watch what your customers do, and respond–quickly. Learn how to monitor the conversation about you in blogs, ratings and reviews, social networks and even hate sites. Discover how to measure the response of everything you do. Accept the fact that none of us can predict what our customers really want. Learn how to find out what’s wrong and fix it—fast.

Stop worrying about getting everything perfect and start experimenting. Instead of killing yourself as you spend months obsessing over everything that could go wrong with your new campaign, it’s cheaper, faster, and more effective to just try something. If you know you need to adopt experimental marketing, but you don’t know how to make it happen where you work, this is where you find out.

After attending, you'll know:

• How to use agile marketing and analytics to calculate ROI

• Why social media listening is important and the tools you can use

• How social listening can be used for different business purposes

• How to learn about your customers and create content to attract them