Marketing guru Michael Leander offered a Digital Marketing Masterclass last week, which was attended by 95 local professionals from various industries.
With 20 years of vast experience in digital marketing, Leander is a veteran of multi-channel marketing from Denmark. He has delivered talks and training on marketing in more than 40 countries.
Bangladesh Brand Forum organised the two-day certified course from February 28 to March 1 at Spectra Convention Centre in the city. The Dhaka Tribune was media partner of the event.
“Marketing is all about creating meaning,” Shariful Islam, founder of Bangladesh Brand Forum, told to the marketing professionals.
“In this digital age, story-telling is more important than ever to make marketing more meaningful.”
Echoing with Sharif’s remark on marketing, Leander also emphasised on the role of quality copy-writing in making story-telling powerful.
“No graphic can even make an impression as strong as written words,” he said.
“Educate yourself constantly to learn more about marketing,” said Leander while delivering his opening speech.
“Repetition is the mother of success.”
The first day of the training started with Leander, who warmed up his audience. Leander’s captivating presentation skills helped build an instant rapport with the local audience.
“Human emotion is same everywhere,” said Leander.
Most of his lessons stressed on the importance of connecting with the the specific targeted group on personal levels.
Sharing his experience Leander said: “Personalisation of marketing communication ensures higher return on marketing investment.’’
An interactive segment of the masterclass enabled participants to get their website reviewed by Michael Leander.
Leander has a five-minute review model to evaluate any website. He measures what most people recollect after seeing the web-page for the first eight seconds, then analyses: how noticeable the elements of conversion are, how fast the site loads and how quickly it triggers action.
As a good number of audience was keen to get their company websites reviewed, it clearly demonstrated as the most popular segment of the entire training session.
Apart from that, Leander’s lessons were focused on developing contextual content for digital marketing, search engine optimisation techniques, using Google analytics to increase website traffic and different models to engage customers to increase conversion rates.
An important part of Leander’s lecture was to put emphasis on converting site visitors into actual customers.
He discussed how to use website analytics to measure successful customer conversion rates.
In addition, he also stressed the importance of developing personalised interactions with customers to sustain the current customer base.