As of the Spring 2014 semester, I will be teaching a course at New York University for the Masters Degree in Integrated Marketing program –
Web Analytics: SEO/SEM, PPC, Email and Clickstream
Students will learn the online business models, how to optimize use of them to meet business objectives, and how to analyze results. The subject areas covered include SEM, Website optimization, e-mail marketing tactics, affiliate marketing, online testing of banner ads, landing pages, and other digital formats. A main focus will be Google Analytics and how to use key metrics for measuring consumer behavior online. Students teams will also participate in the Google Online Marketing Challenge.
“Building a Luxury Brand in the Digital Era”
July 25, 2013 – Bloomberg Tower, NYC
I was pleased to participate as a panelist at this year’s Brand Innovators – Luxury Brands summit. Our topic was “Building a Luxury Brand in the Digital Era”. The discussion focused on how to service a luxury brand loyalist through the web, as well as customer acquisition for new luxury brands. Social, mobile, tablet, video and high-touch traditional marketing were all noted as important tools in customer engagement. I supplied the travel industry perspective, and my fellow panelists represented global brands in fashion, cosmetics and automotive.
Building a Luxury Brand in the Digital Era
Digital media and the Internet are rapidly transforming how luxury brands market themselves. From Baccarat to Bentley, Gucci to Gulfstream, and Rolex to Relais & Châteaux luxury brands are rapidly embracing digital video, social media, content marketing, mobile/tablets and other digital platforms to engage more closely with their consumers. Nevertheless, the exclusive nature inherent in luxury brands can sometimes create it’s own challenges for brand marketers in the luxury brands category. Learn how leading luxury brands are scoring big wins in digital.