About the program

The Internet Marketing Awareness Seminar is an initiative of the ECC at the University of New Brunswick in partnership with the Atlantic Canada Opportunities Agency (ACOA), the Canada/Atlantic Provinces Agreement on International Business Development and Business New-Brunswick. Designed for small and medium sized businesses, the Internet Marketing Awareness Seminar is a full day interactive session providing participants with the opportunity to learn and apply practical knowledge.

What will we learn during the day?

Seminar participants receive a workshop book, access to online resources (templates and extended video case studies) as well as a thirty minute consultation follow-up session with an Internet marketing specialist. Seminars are offered across Atlantic Canada in all four provinces to facilitate accessibility.

The full day session is designed to progressively build the knowledge of participants and is divided into two parts;

Morning session: fundamentals of marketing communications in a digital world

• Communication models have been forever transformed with the growth of digital channels; explore how companies can take full advantage of the paradigm shifts.
• The classic 4P's that of the marketing mix have evolved; how will your company leverage the new P's in its business strategy?
• Personalized communications is the reality of marketing today, how well do you know your customers in this digital world? Where are your future and current customers to be found?
• One message doesn't fit for all in this age of personalization; understanding the steps in the purchasing process and what strategies to take when communicating with your customer's throughout their life cycle are essential tools of today's markets
• Discover the advantages of applying a marketing-led design approach that focuses on converting customer form visitors to paying customers!

Afternoon session: Specific tactics and techniques of Internet Marketing

• Web Analytics - Analyzing how visitors use your website is an essential activity in all your marketing activities. Discover how analytics can contribute directly to your bottom-line!
• eMail marketing - Still one of the most effective forms of electronic marketing, explore the particularities of engaging our customers one email at a time.
• Display Advertizing - From streaming video to interactive banners, a picture can be worth more than a 1,000 click!
• Viral Marketing - Word of mouth digital style!
• Search Engine Marketing (multiple dimensions)
  
  • Search Engine Optimization: How to construct or tweak your website and create a link strategy that will positively contribute to your organic listing n search engines
  • Paid Placement (or Pay-per-click): One of the most cost effective tools available to markets today is target advertizing in search engines.
  • From keywords to key phrases: Using the right words can have a dramatic impact on your objectives, choose them wisely!
  • Social Media Optimization and Marketing: Social networks have the effect of aggregating audiences, how can you actively participate and leverage online communities form a business perspective.

About the center's senior instructor

Louis-Philippe Gauthier is a passionate entrepreneur and technology consultant focusing his attention on applying technology solutions to business environments in order to provide competitive advantage. Over the years Mr. Gauthier has successfully managed hundreds of projects relating to Internet marketing, e-business, e-commerce, online communities, social networks, web publishing and media convergence. Mr. Gauthier is a close collaborator of the Electronic Commerce Center of the University of New Brunswick Saint-John and acts as the centers senior instructor. He holds a bachelors degree in science and an MBA from the Université de Moncton where he has been a part-time professor for over ten years teaching management information systems courses at the business faculty in both undergraduate and graduate programs. Louis-Philippe Gauthier is an active member of the New Brunswick business community and is president of the board of directors of the Conseil économique du Nouveau-Brunswick.

In recognition of his vision, leadership and achievements, Mr. Gauthier was honored with the title of alumni of the year in 2001 by the business faculty of the Université de Moncton.

For almost ten years, Mr. Gauthier was President and Chief Executive Officer of Bulmer-Martin-Gauthier (BMG) Consultants Inc, an Atlantic Canada based full service Internet systems development firm that is now an integral component of one of Atlantic Canada's largest integrated communications companies. Under his leadership, the firm was named small business of the year in 2003.

About the Electronic Commerce Center (ECC)

The University of New Brunswick in Saint John established the Electronic Commerce Centre (ECC) in 1997 to foster the growth of e-commerce and e-business practices.

This unique alliance of the public and private sectors was founded through a partnership that included Aliant, Sun Microsystems, Nortel Networks, Scotiabank, the Province of New Brunswick, and DMR Consulting.

This alliance recognized that a key priority for the successful adoption of e-commerce and e-business is 'human capital' qualified to manage and lead in the new economy, and defined the ECC's mission accordingly.