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Course objectives:
This training brings the necessary skills to design, build, manage, and measure effective online and digital campaigns. Topics will cover the importance of digital marketing, social media, online PR, and paid and organic search and measurement programs.

Who should attend?
This training session targets any brand representatives or merchants who desire to understand digital marketing or get more out of their digital channels.

Course outline:
1. Digital Marketing & Markets Insights
- Internet usage in China and the rest of the world
- What is Digital marketing?
- What does Digital Marketing mean for your brand or your company?
- Who are the main players in China and the Rest of the World?
2. Content Marketing
- How a search engine works?
- Analytics: What to measure and how?
- A focus on Google Analytics
- What is SEO and why it is not enough anymore?
- What is Content Marketing and how it works?
- How to build a Content marketing Strategy?
- Search and content marketing strategy for Baidu
- Search and content marketing strategy for Tmall/Taobao
- Search and content marketing strategy for Google
3. Social Marketing
- Traditional media vs. Social Media?
- Review of the main players in China and the rest of the world
- Key Opinion Leaders: Who are they? How to find and use them?
- How to integrate Social Marketing in a global Digital Marketing plan?
- Social Listening: Why and How to use it?
- Focus on Weibo
- Focus on WeChat
- Social Campaign: The best campaigns review
4. Online Advertising
- The main players in China and the rest of the world
- How online advertising works? What to buy (PPC/CPM/CPS/etc)? How to buy it? How to target it?
- Focus on Tmall Advertising
- Focus on Baidu Advertising
- Focus on WeChat Advertising
- A brief review on Google Adwords & Facebook ad
5. Budgeting
- Traffic costs efforts and money
- How to draft a "realistic" digital marketing full plan and budget?
- KPIs: How to define the right Key Performance Indicators and measure success or failure?
- What are the digital marketing trends?
This course will be conducted in English

Agenda

8:45 AM - 9:00 AM
Registration
9:00 AM - 12:00 PM
Morning Session
12:00 PM - 1:00 PM
Lunch Break
1:00 PM - 5:30 PM
Afternoon Session

Speakers

  • Cyril DROUIN

    Cyril DROUIN

    Cyril Drouin is the Chief eCommerce Officer for Greater China at Saatchi & Saatchi. Cyril has lived in China since 1998 and founded BysoftChina in 2003, an eCommerce and digital agency focusing on the Chinese market. So far, over 100 brands, retailers, manufacturers, and small business have benefited from his expertise through the entire lifecycle of an eCommerce project. From its consulting and strategic phases to implementation and monitoring performance. Cyril is a regular well-respected speaker and trainer at various digital and eCommerce conferences. He hosts high-level training sessions about the Chinese eCommerce ecosystem in China and around the world. Cyril is teaching eCommerce and Digital Marketing in MBA as well. Cyril holds a Master degree in IT & Mathematics. He is native in French and fluent in English, also has a good command of Chinese.

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Tickets

Employee of Member Company

Please register and pay before Nov. 8, 2017

Standard Price RMB 2,900
Non-Members

Please register and pay before Nov. 8, 2017

Standard Price RMB 3,500

Cancellation Policy

If you cannot attend a training for which you have registered, please cancel your registration no later than five business days prior to the training. If you fail to notify AmCham China of your cancellation in a timely fashion, you will be charged for training costs. To cancel you can: 1) email thou@amchamchina.org, or 2) cancel online if you registered for the training through the website. Your cooperation in this matter supports AmCham China in maintaining the quality of its trainings and is appreciated by your fellow members and the organization.