We're delighted to be working with INAMA on this Digital Training Academy.
This online learning resource is where you can discuss the issues from your Academy and download the outputs of our workshops.

Your Academy Manager is Peter Mazurkiewicz: AcademyManager@DigitalTrainingAcademy.com
Your Academy Director and lead tutor is Danny Meadows-Klue: Danny@DigitalStrategyConsulting.com
Your Academy Commissioner in Zagreb is Mladen Mileusnić: Mladen.Mileusnic@inama.hr

Follow this link to go to the official FuturAd 2008 website.

Is there an extra point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions. Try to include the title of the Academy Lesson that your question relates to (if there is one). Putting this at the start will help other participants find the topics they are interested in.

Enter the Digital Classroom

Usernames and passwords will be provided for participants.

If you joined us for the Digital Media Planning Academy in Croatia, then here is the place you can discuss issues with your tutor and other Academy participants.
Is there an extra point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions. Try to include the title of the Academy Lesson that your question relates to (if there is one). Putting this at the start will help other participants find the topics they are interested in.

Click here to go the Online Classroom.

Click here to go the Digital Marketing Academy Online Classroom
If you joined us for the Digital Marketing Academy in Croatia - training lessons incorporated into FuturAd 2008), then here is the place you can discuss issues with your tutor and other Academy participants. Is there an extra point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions. Try to include the title of the Academy Lesson that your question relates to (if there is one). And remember you can download some of the lessons in the Digital Media Planning Academy, here: http://www.digitaltrainingacademy.com/mediaplanning/

What does great creative look like in Croatia? Here you can browse through some of our favourite online advertising running in Croatia. Some of the campaigns are global campaign ideas from global brands that have been localised to the market, while others are home grown for national businesses developed by leading agencies in Croatia. If you are joining our Digital Training Academies in Zagreb on marketing and media planning then you'll have the chance to explore these further and ask some of the agencies involved about how the campaigns drove business results and how 'big ideas' can be delivered in even the smallest of web spaces. Click here to go to the casestudies.

Click here to download Pogodak.hr casestudy.

Post your comments in the Online Classroom.

Clik here to download Xclaim casestudy.

Related materials:
Click here to see the site with Xclaim video ad.

Post your comments in the Online Classroom.

Danny Meadows-Klue has been teaching online marketing for over a decade. He was one of Europe’s first online publishers, the co-founder of the UK and European IABs, and the founder of Digital Strategy Consulting and the Digital Training Academy. Here’s where you can download a summary of the key points from his Digital Training Academy classes in Zagreb.

· Search engine marketing - Download lesson handouts
· Display advertising - Download lesson handouts
· Digital Media Planning Academy – these materials will be available in the Digital Media Planning Academy online classroom.

Danny Meadows-Klue reflects on the FuturAd 2008 conference and how far the Croatian media industry has developed in just twelve months. With social media, contextual advertising, widgets and the latest toolkits from around the world all being talked about, he sees this as a market that will be doubling every year to 18 months. "Today was a great day for Croatian internet marketers. 250 of the most digitally savvy gathered for the region’s largest internet congress, to see examples of best practice, the models that work, and get a download of the latest training in digital marketing".

Continue reading column...

The first Digital Media Planning Academy in Croatia was at an advanced level. It covered this syllabus: Customer insights, Segmentation, Setting objectives, Creative impact, Site selection, Format selection, Targeting techniques, Trading models, Reach and frequency, Scheduling, Measurement, Optimisation, Brand impact, Marketing effectiveness, Trends in online.

Introducing a simple framework for best practice in online advertising and media planning. We use this model to explain the relationship between online advertising, traffic and sales. The advertising process in digital channels mirrors what marketers know from classic channels, and by unpacking the advertising effect into a funnel that describes the steps from ad attention, through advertising persuasion to sales results, marketers can better see the role advertising and the web plays in generating increased business.

Download the lesson handouts | Upcoming public training events you can join | Digital Media Planning Academy | Ask Danny a question about his talk | Ask about in-company training

As part of the Digital Media Planning Academy in Zagreb, the Digital Training Academy and INAMA invited the research team from Gemius to present some of their insights into online marketing and media selection. In workshops we took a live case study and researched which sites we could plan it on. The group selected luxury automotive brand Mercedes and picked a target segment of older 50+ males to see whether the web could be a useful medium. This is a highly educated and upmarket audience, and quickly we found where they were on the web.

Visit www.gemius.com for more information and to learn about how online panel toolkits and planning tools can help build out the effectiveness of your media planning.

The “Dove Silky Collection” advertising campaign ran from July 31 –August 19, 2003. It was one of three modules of the Dove campaign to boost brand image. The first wave was advertising and then mailing of product samples. The third wave of online activity was researched and tracked by Gemius to explore whether there was a significant brand effect through the exposure to the online work. The campaign aimed to reinforce the image of Dove cosmetics and their new product lines, and as you’ll see from the research, that’s exactly what it did. This research was circulated by Gemius (Croatia) at the Digital Training Academy in Zagreb. Gemius also gave us a research study from Pomelo that you can download as well.

Download Dove research | Download Pomelo research

Ahead of all our Digital Training Academies we want to get you thinking about the issues and get up to speed on the research and the state of the industry. That's why we've have placed here some materials that you can read through before the Academy begins.

Download Digital Insight Report

In this space we're listing things from the Academy that we feel 'Rock' in online advertising, and things that, if we're honest, 'Flop'. By helping our clients harness the rocks and steer away from the flops they'll produce more powerful communication and enjoy even better results. Remember, it's still a new media for many people and this can help marketers make smarter decisions...

Go to the 'Rocks and flops' page to share your views!

There is a vast skills gap in the media and marketing industries. It's holding individuals and companies back. Online can be tough; impenetrable language, constantly changing technologies or suppliers, unclear business process and evolving models for trading. And the pace means that even if you were up to speed six months ago the game will have moved on. That's why we set up our programme of digital training academies; to provide top quality, jargon free, leading edge training to the future leaders of the media and marketing industries.

Learn more - Download 'What_training_can_do_for_your_company'

Digital Training Academy in partnership with INAMA and ICPE is a comprehensive induction to online marketing

You can accelerate the performance of your team straight away, helping your organisation grow faster and raising staff retention. We help build their knowledge and skills in digital media and marketing, shifting their attitude, and aligning stakeholders behind shared goals. Our public access courses are woven around your strategy, delivering training that has immediate impact and long-lasting effects.

Istog trena možete ubrzati performanse svojeg tima, te pomoći svojoj organizaciji u bržem  rastu i povećati stopu zadržavanja suradnika/osoblja. Mi pomažemo izgraditi njihovo znanje i vještine u digitalnim medijima i marketingu, mijenjanjem njihovog stava i postavljanjem zajedničkih ciljeva prema ključnim osobama. Naši otvoreni tečajevi upliću vašu strategiju, te tako osiguravaju trening koji ima trenutni utjecaj i dugoročne efekte.

Prijavite se za Akademiju odmah – kontakt: Sunčana Oršić
tel: +385.1.4812.685 mail: conference@icpeducation.com

Find out more - Download digital_marketing_academy_overview_4.7.pdf

Digital Email Academy in partnership with INAMA and ICPE will help you build successful email campaigns that increase your sales.

Email is the most powerful relationship marketing tool you have. It can maintain bonds with customers and draw them back in a single click. From the entry to your website, to the customer service channel after the sale, email is also one of the most flexible tools around. Get it right and your whole business changes. But harnessing its potential takes time and skill. Technologies, processes and best practice are all changing fast and last year's knowledge is no longer good enough.

Email je najjači vezujući marketinški alat koji postoji. Može održavati veze sa klijentima i privući ih natrag sa samo jednim klikom. Od ulaska na vašu internet stranicu do sredstva odnosa sa klijentima u postprodajnom procesu email je također jedan od najfleksibilnijih alata koji postoje. Ukoliko to radite pravilno vaš cijeli posao će se promijeniti. Ali za iskorištavanje njegovog potencijala treba mnogo vremena i vještine. Tehnologija, procesi i najbolji primjeri iz prakse se mijenjaju iz dana u dan, tako da znanje iz prošle godine više nije dovoljno dobro.

Prijavite se za Akademiju odmah – kontakt: Sunčana Oršić
tel: +385.1.4812.685 mail: conference@icpeducation.com

Find out more - Download digital_email_academy_prospectus_4.5.pdf

Digital Media Sales Academy in partnership with INAMA and ICPE will help website advertising teams sell online media space more effectively

Selling online advertising can be a challenge for even the best salesperson. New trading models, hundreds of advertising formats, unclear workflow processes, and the mountain of jargon: together they can undermine the confidence of a sales team and leave executives confused about what they can sell and what will work.
For newcomers to the industry, there's lots to learn, and even for experienced sales executives it's vital to keep up with best practice in such a rapidly changing market.

Prodaja online oglasnog prostora može biti izazov i za najbolje prodavače. Novi modeli prodaje, stotine oglasnih formata, nejasni poslovni tokovi i gomila žargona: zajedno mogu uzdrmati samopouzdanje prodajnog tima, a management ostaviti zbunjenim što je uopće moguće prodati i što će funkcionirati. Novi pripadnici industrije imaju puno za naučiti, a također i za iskusne prodavače je od vitalne važnosti držati korak s najboljim metodama na ovakvom brzo mijenjajućem tržištu.

Prijavite se za Akademiju odmah – kontakt: Sunčana Oršić
tel: +385.1.4812.685 mail: conference@icpeducation.com

Find out more - Download digital_media_sales_academy_short_course_outlines_4.pdf
 

Digital Search Academy in partnership with INAMA and ICPE will help you get better results from using search engines in your marketing strategies.

Getting your products found online can be like asking your customers to find the proverbial needle in the haystack. Search engines are key to your business and our one day orientation gives you all the basics you need to get started in effective search engine advertising and marketing. You'll get to grips with the mechanics of search, pay-per-click advertising and the basics of search engine optimisation. It's your fast track to being able to make informed decisions about when, where, and how to harness the power of search engine advertising. It concentrates on the essential knowledge you need, gives you a framework for the future, and delivers practical tips your company can use straight away.

Da vaš proizvod ili uslugu mogu pronaći online može biti isto kao i da tražite klijente da pronađu iglu u sijenu. Internet tražilice su ključ vašeg poslovanja i naša jednodnevna orijentacija vam daje osnovu za početak efektivnog oglašavanja i marketinga na internet tražilicama. Moći ćete se konačno uhvatiti u koštac sa mehanizmom traženja, plati-po-kliku (PPC model) principu oglašavanja i osnovama optimizacije za internet tražilice. To je vaš brzi vlak kako bi mogli donositi osnovane odluke gdje, kada i kako iskoristiti moć oglašavanja na internet tražilicama. Koncentriramo se na osnovna znanja koja su vam potrebna te vam dajemo okvir za daljnji razvoj i odmah vas upućujemo na praktične savjete za vaše poduzeće.

Prijavite se za Akademiju odmah – kontakt: Sunčana Oršić
tel: +385.1.4812.685 mail: conference@icpeducation.com

Find out more -  Download digital_search_academy_prospectus_2.pdf

Digtal Community Academy in partnership with INAMA and ICPE will help you build sustainable online communities.

Suddenly every web publisher wants a community on their site. Web 2.0 has washed over the industry like a tidal wave, but building the software is only the starting point for building a community. In Digital's Community Academy we look at some of the most vibrant communities and explain the rules and structures for creating successful communities. We look at why and how members belong to communities and what you as the architect need to do to make this work for your sector. This combination of hands on practice with the underlying theory will put you and your colleagues in the right place for developing your own online communities over the year.

Odjednom svaki web izdavač želi zajednicu na svojoj stranici. Web 2.0 je preplavio industriju kao plimni val, ali izgradnja software-a je samo početak izgradnje zajednice. U Akademiji – Digitalna zajednica ćemo napraviti pregled nekih živahnih zajednica i objasniti pravila i strukturu kreiranja uspješnih zajednica. Radimo pregled zašto i kako članovi pripadaju zajednicama i što bi vi kao arhitekt  trebali napraviti da to funkcionira u vašem sektoru. Kombinacija pregleda prakse sa pripadajućom teorijom će postaviti vas i vaše kolege na pravo mjesto za razvoj vlastite online zajednice kroz nadolazeće razdoblje.

Prijavite se za Akademiju odmah – kontakt: Sunčana Oršić
tel: +385.1.4812.685 mail: conference@icpeducation.com

Several people emailed to ask, so here it is... We created this Training Programme three years ago to help firms get their online businesses and digital marketing strategy right . The Academy centres around a packed day of lessons, but it also includes research we're giving you before, and time online afterwards to answer your questions. This classroom on is the place where we'll be hosting you questions and tutoring notes if you come to one of our full day Academies.

At the conference we gave you an introduction to some of the lessons from the Academy. Here is the place you can ask your questions and discuss issues with your tutor and other Academy participants

Is there something you wanted to know more about? Is there a question you have? We promised to take one question from everyone at the conference and answer it here.

Remember that if you would like your tutor to respond you must write in English. The classroom is open until the end of February.

Here you can download the training handouts to go with Danny Meadows-Klue's talk at FutureAd 2007, Croatia's first internet marketing conference at the Westin Hotel, Zagreb, February 2007.

These lessons are taken from our Digital Marketing Academies and you can book tickets for the full day Academies here in Zagreb.

Download digital_training_academy_getting_started_in_online_marketing_3.2 for distribution.pdf

Here is new research from the UK about the massive growth in internet advertising. The internet is bigger than national newspapers and takes more than 12% of total advertising. Here there are some interesting data from Nielsen showing that online display spending rose 25% in 2006. A good day for the internet industry, especially if we compare the figures with other media: only national press and outdoor recorded growth whereas the other markets slumped (TV by 6%, regional papers by 11%). Read more in MediaWeek  Online display ads up  by 25% in 2006

Online advertising is changing the nature of marketing. This is happening across the world, but here in Western Europe we're seeing some of the trends that will eventually spread worldwide. In our latest podcast feature Richard Eve interviews Danny Meadows-Klue about the study and asks where the industry is today and where it is heading.

Several people emailed to ask, so here it is... We created this Academy three years ago to help media sales teams sell online advertising as effectively as they'd sold print, radio and television space before. The Academy centres around a packed day of lessons, but it also includes research we're giving you before, and time online afterwards to answer your questions. This blog on DigitalTrainingAcademy.com is the place where we'll be hosting you questions and tutoring notes.

We run more than 40 other Academies to help marketers of all levels of experience get the most from the internet and the new marketing tools. Go to the Digital Training Academy site to see our training offer or have a look at our Digital Public Access Academies to see what we're running this term, and email Academy Manager with the sorts of topics you feel your team could benefit from more help with.

I'd like to introduce myself: I'm Danny Meadows-Klue, and I'll be your tutor. It was back in 1994 that I first became involved in Internet media and web marketing, and by 1996 I'd started helping other people to learn about the power of online marketing. We are all on a journey together as the marketing industry changes. Our team really enjoy working in Zagreb and we hope to see you again at our training academies.

If you'd like some more background about some of the things I've done in the internet marketing and publishing industries then there's a biography in our press centre.