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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 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
