DMA: Data and Marketing Association
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Course Details

Digital Marketing Institute

Go behind the scenes of some of the most effective marketing campaigns and strategies in digital storytelling, content marketing, video and gamification strategies from the most successful brands on earth.

$599 non-members $999

There are currently no classes scheduled. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Don’t blink. Because in the nanosecond that your eyes were closed, something changed in the world of digital marketing. To keep up with the changes and propel your career forward, you need to master the foundational concepts. Two days at the Digital Marketing Institute will set you up for digital success. This information-packed seminar will provide practical, actionable ideas on website optimization, search, email, online advertising, content marketing, gamification, social, mobile and emerging media. You’ll learn how to use digital channels to create unforgettable customer experiences, acquire customers, engage and retain them, and turn them into advocates for your brand. And, perhaps most important, you’ll be exposed to online analytics, so you know how to measure success, fine-tune your strategy and optimize your program.

Customers are online, making buying decisions. If you want to influence them to choose your brand, take this course.


  • Learn how to successfully use the Internet and other digital media to sell your products or services
  • Explore the strengths, weaknesses and nuances of almost every digital channel
  • Gain the skills and knowledge of how participate in the digital dialogue with your customers so they ultimately become brand evangelists who sell your product for you.


Neil Feinstein
Assistant Professor St. John’s University Read Biography »

Want a certificate?

  • This course has a certificate add-on option. In addition to the 2-day in-person course, you will need to take an online exam. Click here to register for the certificate program.

Day 1 — Activate


  • Two elements of digital marketing
  • History of digital
  • Strategic context / A New World Order
  • The old way to sell / The new way to sell
  • The Path to Purpose
  • The Ins and Outs of Personas
  • User Experience “Don’t Make Me Think”


  • Marketing 1.0 (product based)
  • Marketing 2.0 (consumer based)
  • Marketing 3.0 (collaboration based)
  • Our new marketing partners
  • Defining customers
    • Traditional ways
    • Segmentation
    • Personas
  • Traditional ways
  • Segmentation
  • Personas


  • Why consumers go online
  • Usability definition(s)
  • Usability tenets
  • 6 Digital design tenets
  • Writing for the Web
    • 18 web copywriting tips
  • Applying tips & tenets to landing pages (includes multiple award-winning samples)


  • How storytelling works
  • Multiple storytelling samples
  • Modern techniques for storytelling

Content Marketing

  • Definition
  • Components of Content Marketing
  • Most powerful Content Marketing channel


  • Why video works
  • Video samples


  • What Gamification is NOT
  • What Gamification is
  • Definition
  • According to Gartner…
  • Most famous example of Gamification
  • In-class Exercise: Gamification brainstorm
  • A Word on Marketing Automation

Driving Website Traffic

  • Digital advertising firsts
  • Our “Any Time, Any Where” culture
  • Digital marketing charts


  • SEM / PPC definition
  • SEO / Organic Search definition
  • How SEO works (video)
  • SEO principles & best practices
  • SEO tools
  • Tips on writing text ads (video)
  • Search metrics


  • Objectives
  • What works creatively
  • Award-winning email example
  • Email metrics

Online Advertising

  • The online advertising Ecosystem
  • Buying/Selling online ads simplified
  • Demand Side Platform benefits
  • Online targeting options
  • Programmatic buying / what it is
  • Programmatic buying / benefits & barriers
  • Online advertising metrics
  • Online advertising creative
    • Formats
    • 6 Foundations of Great Digital Creative
    • The story arch
    • Creative showcase

Day 2 — Energize
Social Media

  • Definition
  • Social Media MARKETING
  • Slaying conventional wisdom
  • The Social Media landscape
  • In-class exercise: Which Social Media & Why
  • 2 Classifications of Social Media
  • Social INFLUENCE Marketing
  • 3 Types of Influencers
  • Social Tehnographics
  • Groundswell’s POST Method
  • Native Advertising
  • Social Media measurement
    • How to justify Social Medial to your CFO
    • Glossary of Social Media measurement terms
    • Answering the tough ROI question


  • What is mobile marketing?
  • Mobile ownership & usage statistics
  • What people are doing on their phone
  • Types of mobile marketing
  • Mobile media basics
    • Text/SMS
    • Websites
    • Apps
  • New App Checklist
  • Tracking by tactic
  • Mobile Ad Buying: a primer
  • Guide to smart mobile media
  • Case Study: Doctors Without Borders

New Rules

  • “Your brand is whatever your customers say it is…”
  • Prosumers
  • The New Rules of Marketing & PR
  • Neil’s New Rules
  • Customer Delight
  • Journey Mapping / A brief overview & methodology
  • Focus on the end game
  • 3 Basic Social Media Strategies (with examples)

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.

  • The Digital Marketing Institute provided a holistic view at the power of all things digital. Great content! A true classroom environment with open dialogue. Refreshing!
    - Sr. Brand Manager, Advertising Communications U.S Cellular
  • Professor Feinstein was fantastic, his engaging style encouraged me to step outside my comfort zone and embrace all content and really learn.
    - Diana Castro, Director, Database Marketing, Gartner
  • This was a very informative course! It was a great refresher course and I'm excited to bring back new marketing ideas/strategies to the office. This was also a great opportunity for networking with other professionals in the same field.

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