DMA: Data and Marketing Association
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Course Details

Customer Reach: The Channels

Maximize your marketing efforts and reach your best audience with this extensive deep dive into marketing channels.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Join Dr. Don Hinman as he takes you on a deep dive progression through each marketing channel, and discusses how they fit into the overall omnichannel marketplace. Learn how to maximize your marketing efforts and reach your best audience through the use of diverse marketing channels, what are the strengths and weaknesses of each, and how emerging channels such as programmatic marketing can be used to find prospects and customers.


  • The omnichannel environment
  • Identity recognition & audience member recognition
  • Online & offline identification methods
  • Methods to reach your audience
  • Walled garden vs. open garden advertising
  • Traditional and digital channels overview
  • Programmatic marketing & addressable TV
  • Strengths and weaknesses of each channel


Don Hinman
Data Driven Marketing Consultant Read Biography »

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Section 1: The Omnichannel Environment

  • The omnichannel evolution
  • Identity recognition & audience member recognition
    • Goals
    • How to achieve
    • Identification techniques
  • Online and offline identification
    • Cookie-based
    • Person-based
    • Inference-based
    • Strengths & weaknesses of each
  • Methods to reach your audience
    • Content-based buying
    • Audience-based buying
    • Addressable-based buying

Section 2: Using Actionable Data to Reach Customers through Multiple Channels

  • Impact of comprehension
    • Traditional channels by comprehension
    • Digital channels by comprehension
  • Benefits & limitations by channel
    • Direct mail
    • Telemarketing
    • Radio/streaming audio
    • Newspapers
    • Email
    • Social Media
    • Mobile
    • Search
    • Display

Section 3: Emerging Channels: Programmatic Marketing & Addressable TV

  • The online ecosystem
  • Programmatic marketing
  • Addressable TV
    • Precision data
    • Benefits
    • TV spend
  • Walled garden vs. open garden advertising

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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