Para apoyar los cursos de entrenamiento que dirigimos en la ciudad de México, hemos desarrollado este medio virtual para la enseñanza. Es aquí donde se puede discutir temas de la Academia y bajar los resultados de nuestros talleres. La mayoría de las secciones de las aulas requieres de una contraseña proporcionada por el manager de la Academia, así que envía un correo a AcademyManager@DigitalTrainingAcademy.com para más indicaciones.

Habiendo ayudado en la aceleración de la industria del Internet en México y en la creación del comercio dentro del mercado de Internet, tenemos la primera Academia de planeación de medio digitales para muchos publicistas, así como para sus agencias. Aunque hemos estado entrenando a publicistas y mercadólogos en México desde hace ya varios años, hemos descubierto que el mercado mexicano está propenso a emparejarse rápidamente con sus vecinos Americanos, así como un mejor desempeño en los objetivos y búsquedas en la red.

Digital Training Academy Mexico

Having helped in the acceleration of the Mexican internet industry, and the creation of their internet marketing trade association, we ran the first Digital Media Planning Academy for dozens of advertisers as well as their agencies. Although we had been training media owners and marketers in Mexico for several years, we’re finding that the Mexican market is keen to catch up with its northern neighbour and apply the latest thinking in online targeting, search and customer acquisition marketing.

En las campañas que vemos hoy en día por televisión, el mensaje que se quería dar a conocer era pasajero, lo veías un minuto y al otro desaparecía por completo. El legado que dejaban era el cambio en el comportamiento de los compradores (si es que había alguno), pero los materiales terminaban en alguna bodega, las revistas en algún rincón guardadas y los videos utilizados para grabar otras cosas sobre ellos.

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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.

The classroom is open for one month following your Academy and materials will stay here as a reference point for you for a further year.

Related articles about the Mexican online market and our work in Mexico since 2004

• 2005 May – Mexican internet industry heading for its ‘tipping point’ – il punto critico
• 2005 April – Mexico’s IAB trade association appoints Digital Strategy Consulting to plan trade association’s launch and market development strategy for online advertising in Mexico
• 2006 March – Mexico’s IAB trade association celebrates first birthday
• 2007 July - Mexico hits its Tipping Point
• 2007 July – Mexico City’s first Digital Media Planning Academy
• 2008 September – Digital Training Academy classroom for digital marketers in Mexico

Here's a picture of conference organizers and key speakers.
Grazias! It's been a fantastic event!

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...

The digital networked society is a great leveller. The relationship between brands and consumers has shifted. The structure of communications has undergone this massive leap. While the smart thinking in marketing is leaping to embrace a whole new way of doing things, much of the practice in marketing still clings to the past. That's why it wasn't just gutsy, but a strategically brilliant move for Microsoft to use a television style commercial to make the point for them.

Watch the Bring Back The Love film

Ahead of all our Digital Training Academies we're keen to get you thinking about the issues and getting up to speed on the research and the state of the industry. That's why we've sent out two of our Digital insight reports that you can read through before the Academy begins. The first explores the tools and techniques that are delivering results across a wide range of digital marketing formats.The second explores online advertising spend and its growth in the countries accross Europe. They should be a simple and fast read, but they each make points that we'll be touching on in the Digital Media Sales Academy. If you have any questions, then post them in your Classroom

Download Right_Ideas_-_Innovations7_Report | Download Digital_Europe_2006_Report

Internet communications have become a routine part of the daily lives of most people in the technically advanced countries of Asia, Western Europe and North America. As part of this, online marketing has already become a mainstream part of the media mix. These facts and landmarks we collated for participants on the Digital Training Academies are a summary of the internet and marketing development Academy lectures and are intended to present a few highlights of the immense changes created through this industry.

Download report

The nature of the business objectives an advertiser has doesn’t change if they are advertising online vs offline. The web is just part of the media mix, and although it can satisfy more marketing needs than any other media, it’s still important to be precise about what the needs are.

The closer that media sales and media planning teams can get to the true marketing objectives, the more effectively they can do their job of designing the right campaign strategy, crafting the right media schedule and selecting the right formats.

Types of objectives
To recap, marketing objectives typically fall into three categories
• Brand objectives
• Acquisition objectives
• Retention objectives

Find out more - visit Media Planning Academy website

Here is another piece of research you may find interesting. "Influencing the Influencers" by DoubleClick outlines how online advertising and media impact word of mouth. Would you like to discuss the finding of the report? Feel free to post your opinion here! Also if you know any other interesting pieces of research share it with your colleagues here.

Download Influencing_the_Influencers _Research_by_DoubleClick

This study compares media contributions from different channels in the drive to purchase. Marketers have become increasingly aware of the implications of a changing media landscape.

Download Media_Effectiveness_Study_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.

Need some bedtime reading?

Neuromancer - the master of science fiction William Gibson describes the future of 'Second life' back in the 1980s before the web was invented!

The Tipping Point - popular psychologist / business Malcolm Gladwell explains how ideas and innovation spread through society. It's the perfect analysis of viral marketing.

The Wisdom of Crowds - explains collective intelligence and why Wikipedia proves so effective (it also tells you rather a lot about the weight and price of farmyard animals!)

CreativeShowcase.net is a great library of powerful online advertising creative. I set it up in 2003 and you'll find more than 100 great campaigns in there!

Here are some interesting case studies on online marketing kindly provided by Universal McCann. If you have any questions or would like to comment on the campaigns please place your opinion in your classroom. Do you have any case studies you'd like to share with your colleagues? Just simply send them to us and we will make them available here.

Download_Viva_Pinata_Case_Study_by_Universal_McCann | Download_Amore_Case_Study_by_Universal_McCann | Download_Mano_Case_Study_by_Universal_McCann

Getting to grips with online advertising trafficking can be a tricky business. It's a workflow process that hinges on having clear data and campaign materials arrive in the right way and meeting the specifications. On this Academy we touched on a few areas and if you'd like more then review the lessons in your Digital Academy packs and maybe check out the Ad traffickers online classroom. You can download some extra materials and post questions to other traffickers.

Download Traffic_Academy_Prospectus

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_2.0.pdf

Our orientation Academy can prepare offline marketing teams for moving into digital, and our advanced academy can make the difference between a good digital team and a great digital teams giving marketers the skills, knowledge and confidence they need to make the most of online marketing.

If you've logged on to this online learning centre then the chances are that you're thinking about joining our Digital Media Planning Academy soon. I'd like to introduce myself: I'm Danny, and I'll be your trainer. It was back in 1994 that I got involved in Internet media and web marketing, and by 1996 I'd started helping other people - especially media sales guys - make the transition into digital media and digital marketing.

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.

Find out why our training is world class and proven to create a step-change in the way teams work and the amount they achieve from their investment in digital channels.

http://www.digitaltrainingacademy.com/learning/

If you're taking part in one of our Digital Training Academy courses to boost your skills and knowledge about the internet, web marketing, online publishing and digital media, then you will also be able to access our Digital knowledge and research services. You can access free samples of the materials, here.

http://www.digitalstrategyconsulting.com/knowledge/

To support your training we have developed an online dictionary of jargon and definitions about internet marketing, online media and web advertising. If you don't find a definition for what you need then leave a comment and we will ask one of our tutors to write an explanation for you and other participants.

http://www.digitaljargonbuster.org/djb/Category:Jargon

To help you find your way around our network of websites, here's a link to our current sitemap. if you can't see what you are looking for then try the search tools in the menu bar or contact your Academy Manager

http://www.digitalstrategyconsulting.com/sitemap/