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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
课程评论：没有评论
课程名称：数字渠道规划与电子商务策略 概述：数字营销学院是全球数字营销认证的标准。我们的使命是为学生提供信心和知识，以助力他们在职业生涯中的发展。本课程旨在帮助学员了解现代消费者的购买决策过程中的渠道切换现象，并探索如何通过全渠道营销为消费者提供一致的品牌体验。 课程内容涵盖跨媒体规划和数字渠道组合，深入探讨数字渠道规划及其内外部策略。通过本课程，您将学习到： - 如何运用最佳实践制定统一信息、声音和品牌的全渠道营销策略，并提供无缝的客户体验。 - 理解与内向渠道相关的关键策略和战术，包括社交媒体营销、内容营销、搜索引擎营销和电子邮件营销。 - 理解与外向渠道相关的关键策略和战术，包括数字显示广告、视频广告和YouTube广告。 课程同样涵盖了电子商务及如何制定有效的电子商务和社交客户服务策略，创造客户的真实价值。这是数字营销学院数字战略专业的第二门课程。 完成该专业的所有课程后，您将获得数字营销学院认证的数字营销助理证书，并享有三个月的免费会员资格，为您的职业发展助一臂之力。 课程大纲： 1. **数字渠道规划与内向策略**：全面概述渠道规划的挑战，涵盖内外向策略、跨媒体规划、数字渠道组合及移动营销，深入讨论社交媒体营销、内容营销策略、搜索引擎营销、SEO、转化率优化及电子邮件营销策略的制定。 2. **数字渠道规划与外向策略**：讲解展示和视频广告的基础知识，演示如何设置和管理YouTube频道，覆盖展示广告的优势、最佳实践及主要的数字展示策略。 3. **电子商务与社交客户服务策略**：介绍电子商务商业模式的特点，帮助学员理解其商业需求及决定，识别不同电子商务解决方案的优缺点及常见支付方式，并讨论如何规划并开始实施社交客户服务策略。 92%的数字营销学院成员表示，他们的课程对职业生涯产生了积极的影响，88%的人目前在高级或管理级别工作。
Name:Digital Channel Planning and Inbound Strategy
Description:This module opens with a comprehensive overview of channel planning including the challenges this presents to marketers. It covers inbound and outbound strategies, cross-media planning, the digital channel mix, and mobile marketing. Next, the module dives deeper into key topics related to each of the channels, covering social media marketing and content marketing strategy, search engine marketing, SEO, conversion rate optimization, paid search, and developing an email marketing strategy.
Name:Digital Channel Planning and Outbound Strategy
Description:This module begins with the fundamentals of display and video advertising, and demonstrates how to set up and manage a YouTube channel. It also covers the benefits of display advertising, the best practices for display and video advertising, and key digital display tactics.
Name:E-Commerce and Social Customer Service Strategy
Description:This module introduces the characteristics of the e-commerce business model and helps you understand the corresponding business requirements and decisions that flow from their value proposition. You will learn to recognize the strengths and limitations of different e-commerce solutions and common payment methods. Finally, the module covers how to plan and begin to implement a social customer service strategy.
Digital Marketing Institute is the global standard in Digital Marketing Certification. Our mission is to give our students the confidence and knowledge they need to advance in their careers through this specialization. Research shows that retail customers switch channels during their purchase-decision journey. Many of us research products online at home, or on-the-go using a mobile device, while checking online reviews and comparing prices. The final decision to purchase may happen online, or in a traditional brick-and-mortar store. Omnichannel marketing is a response to modern buying habits, providing consumers with a consistent brand experience across all touchpoints, whether traditional or digital. If you want to understand how marketers plan campaigns to reach consumers at every possible point of contact and how effective digital strategies can help businesses grow and thrive today, this course will help you do so. You will learn about cross-media planning and the digital channel mix before diving deeper into topics including digital channel planning, and inbound and outbound channel strategy. After completing this course, you will be able to: - • Use best practices to create an omnichannel marketing strategy with a unified message, voice, and brand and a seamless customer experience • Demonstrate an understanding of the key tactics and strategies associated with inbound channels including social media marketing, content marketing, search engine marketing, and email marketing • Demonstrate an understanding of the key tactics and strategies associated with outbound channels including digital display, video, and YouTube advertising This course also covers the critical topic of e-commerce and how to develop an effective e-commerce and social customer service strategy that delivers real value for customers. This is the second course in the Digital Marketing Institute’s Digital Strategy specialization. On completion of all courses in your Specialization, you will also be awarded a Digital Marketing Institute Certified Digital Marketing Associate certification, along with three months of free Power Membership, allowing you to boost your career and unlock your next opportunity. 92% of DMI members have said their courses have had a positive impact on their careers, while 88% are now working at senior or manager level.
