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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/introduction-digital-marketing
课程评论：没有评论
课程名称：数字营销入门 课程概述：虽然传统营销策略依然在使用，但越来越多的公司正在将注意力转向数字营销方法，如搜索引擎和社交媒体。这些技术考虑了顾客的购买旅程以及他们的决策过程。营销人员了解数字营销策略及其关键技术的必要性日益增加。本课程将为学生提供一个全面的数字营销视角，并提供有关基于互联网平台的关键策略的见解。此外，课程还将重点讲述能够引起消费者共鸣的内容，帮助企业在竞争激烈的市场中脱颖而出。 课程大纲： 1. 搜索引擎营销 - 客户能找到你吗？ - 描述：欢迎来到模块1。搜索引擎营销（SEM）使企业能够在网上被发现。在数百万家争夺同一观众的企业中，SEM的两个主要元素：搜索引擎优化（SEO）和按点击付费（PPC）策略，通过发现推动在线营销成功。 2. 社交媒体 - 与客户的双向沟通 - 描述：欢迎来到模块2。社交媒体促进了通过建立网络来分享思想、想法和信息。这是一种品牌与受众之间的双向沟通。您将学习如何通过社交媒体有效沟通并与受众互动的技巧。 3. 声誉管理 - 你是顾客眼中的你 - 描述：欢迎来到模块3。虽然营销对于与受众沟通至关重要，但“口碑”依然是最强大的声音。在线评论就是当今的“数字口碑”。如今，顾客更容易分享他们的最佳（和最差）体验，这可能对企业的成败至关重要。您将在本模块中探讨如何利用这一工具。 4. 内容营销 - 故事讲述是优秀内容的关键 - 描述：欢迎来到模块4。任何有效营销的关键在于捕捉并保持观众的注意力。数字故事结合了必要的沟通和营销元素，以创建引人入胜的叙述。有关品牌的故事可以通过在市场上区分开来吸引目标受众。数字分享是良好故事讲述和数字营销的基础。
Name:Search Engine Marketing - Can Customers Find You?
Description:Welcome to Module 1. Search Engine Marketing, (SEM), allows businesses to be found online. With millions of businesses out there vying for the same eyeballs, SEM’s two main elements, Search Engine Optimization (SEO) and Pay-per-click (PPC) strategies can lead to online marketing success through discovery.
Name:Social Media - Two-Way Communication with Customers
Description:Welcome to Module 2. Social Media facilitates the sharing of ideas, thoughts, and information through the building of networks. It is two-way communication between the brand and its audience. In this module, you will learn techniques to effectively communicate and engage with audiences through Social Media.
Name:Reputation Management - You Are Who Your Customers Think You Are
Description:Welcome to Module 3. While marketing is essential for communication with audiences, “word of mouth” remains the most powerful voice. Online reviews are today’s “digital word of mouth”. It’s easier than ever for customers to tell others about their best (and worst) experiences, which can make or break a business. In this module you will explore how to harness this tool.
Name:Content Marketing - Storytelling is the Key to Great Content
Description:Welcome to Module 4. The key to any effective marketing is to capture and keep the attention of an audience. Digital stories incorporate essential communication and marketing elements to create a compelling narrative. Stories about a brand can attract a target audience by differentiating it in the marketplace. Digital sharing is the key, and is the foundation to good storytelling and digital marketing.
Although traditional marketing strategies are still used, companies continue to shift their focus to digital approaches such as search engines, social media. These technologies take into account the journey of the customer and how they make their purchase decisions. It is important for marketers to have an understanding of digital marketing strategies and familiarize themselves with the key technologies underlying them. This course will offer students a panoramic view of digital marketing and provide insights into key strategies using Internet-based platforms. In addition, it will focus on content that resonates with consumers that helps businesses differentiate themselves in competitive markets.
