Course Code
digimarketingchina
Duration
14 hours (usually 2 days including breaks)
Requirements
- A general understanding of Internet and Computers
- A general understanding of Digital Marketing concepts (western style) is helpful for comparison purposes
Overview
This training is best suited for people into Digital Marketing and Strategies. The training covers the concepts essential to gain traction in China through digital media. It introduces key digital marketing concepts, from mobile marketing and social media marketing to Email marketing, PPC marketing and SEO. By the end of the training we understand the importance of analytics and good strategy with suitable examples.
Course Outline
Introduction to Digital Marketing in China
- Background
- Upcoming trends and examples
Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
- Understanding SEO in China
- Search Engine Marketing (SEM) in China
- PPC Marketing in China
- Keyword Analysis
Digital Display Advertising
- Creating and Displaying Ads
- Targetting your Audience
Email Marketing
- Overview of Email Marketing in China
- Tactics and Tools
- Designing and creating email campaigns
- Importance of good templates
- Spam check
Social Media Marketing
- Overview of Chinese Social Media Channels
- Comparing western Social Media with Chinese Social Media
- Creating and managing content
- Engaging your users across social media
- Auto-posting and post-scheduling
- Campaigns
- Forums and their importance
- Case study
Mobile Marketing
- Understanding Mobile Marketing in China
- Tactics and tools - from SMS to WeChat
- Targetting prospective users
- Conversions and failures
Analytics
- Overview of analytics in China
- Using Baidu analytics tools
- Use of available metrics to improve your campaigns
- Understanding Demographics
Strategy & Planning
- Engaging with Chinese customers
- Importance of budget
- Selecting the most appropriate channels
- Strategy discussion
- Case Studies
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