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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/identifying-attracting-and-growing-your-digital-audience
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课程名称：识别、吸引与发展您的数字受众 课程概述：欢迎参加电子营销专业课程第一部分——识别、吸引与发展您的数字受众。在本课程中，我们将简要介绍数字营销，以及品牌身份与数字形象如何紧密相连。我们将探讨识别、增长和维护在线受众的策略，以帮助您实现营销目标。您强烈建议利用本课程经验开始为您现在或未来的业务建立数字营销计划。本课程中的活动旨在逐步引导您完成数字营销计划的不同部分。 学习目标： - 认识数字商业环境的现状。 - 基于目标受众制定受众角色。 - 确定在线定义、吸引和与受众互动的策略。 - 回顾电子商务体验并讨论如何改善客户体验。 - 比较社交网络并制定符合您的营销目标和目的的社交媒体策略。 课程大纲： 1. **数字营销简介** - 本模块探讨数字营销的一些常见术语和概念，以及在线业务的基本结构和模型，讨论品牌身份与数字形象的结合。 2. **识别与定义您的受众** - 本模块回顾识别和定义在线受众的策略，探讨如何开发受众角色，并研究如何通过精心设计的价值主张与受众连接。 3. **吸引与建立您的受众** - 本模块复习客户旅程的主要阶段，重点关注建立受众的获取策略，讨论各种获取技术，并探讨顺畅的电子商务体验如何保持访问者的参与。 4. **维护与参与您的受众** - 本课程的最后一个模块回顾保持受众参与的额外策略，您将有机会制定社交媒体策略，并深入研究如何利用社交媒体、移动营销和新技术与客户建立关系。 通过本课程，您将能够有效地识别、吸引和维护您的数字受众，为未来的成功奠定基础。
Name:Introduction to Digital Marketing
Description:Welcome to Module 1: Introduction to Digital Marketing. In this module we will begin with an exploration of some common digital marketing terms and concepts you should be familiar with, and then we will take a look at the basic structures and models of doing business online. Finally, we will discuss how a brand’s identity and digital presence work together to help you connect with your audience.
Name:Identifying & Defining Your Audience
Description:Welcome to Module 2: Identifying & Defining Your Audience. In this module we will review strategies for identifying and defining your audience online, and we will explore how to develop an audience persona to represent a segment of your target audience. We will also explore how a well-crafted value proposition can be used to connect with you audience and communicate what makes you distinct from other brands.
Name:Attracting & Building Your Audience
Description:Welcome to Module 3: Attracting & Building Your Audience. In this module we will review the main stages of the customer's journey and then focus on acquisition strategies for building your audience. We will cover a variety of different acquisition techniques to attract and build your audience, and discuss how a smooth e-commerce experience can ensure that your visitors stay engaged with your website. We will also explore the role of social media in building your audience, and how to use your marketing goals and objectives to select the right platforms.
Name:Maintaining & Engaging Your Audience
Description:Welcome to Module 4: Maintaining & Engaging Your Audience. In the last module of this course, we will review additional strategies to keep your audience engaged. You’ll have the opportunity to craft a social media strategy designed to build your audience and we will take a close look at how to use social media, mobile marketing, and new technologies to build a relationship with your customers.
Welcome to Course 1 of the E-Marketing Specialization: Identifying, Attracting, and Growing Your Digital Audience. In this course, we will begin with a brief introduction to digital marketing and how a brand’s identity is closely linked to its digital presence. We will explore strategies to identify, grow, and maintain an online audience to help achieve your marketing goals. You are highly encouraged to use this course experience to begin building a digital marketing plan for your current or future business. The activities in this course are all designed to guide you through different sections of a digital marketing plan. Our learning goals for this course are to: - Recognize the current landscape of the digital business environment. - Develop an audience persona based on a target audience. - Identify strategies to define, attract, and engage your audience online. - Review an e-commerce experience and discuss how to improve customer experience. - Compare social networks and develop a social media strategy designed to meet your marketing goals and objectives.
