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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/mobile-marketing-optimization-tactics-and-analytics
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课程名称：移动营销、优化策略与分析 课程概述：欢迎来到电子营销专业课程的第三部分——移动营销优化策略与分析。我们的最终课程将以移动营销的介绍开始，接下来的模块将为您提供必要的知识，以提高销售、提升参与度和解读网站分析。本课程将以一个同伴评审的活动结束，在这个活动中，您将有机会运用在本系列前几门课程中学到的所有技能。我们鼓励您利用这次课程经验，开始为您当前或未来的商业构建数字营销计划。课程中的所有活动均旨在引导您完成数字营销计划的不同部分。 学习目标： - 识别移动营销策略的要素，审视选择移动平台时的各种考量因素 - 探索改善移动体验的多种方法 - 分析并优化营销工作，以改善商业成果 - 制定一份旨在实现您目标和宗旨的数字营销计划 课程大纲： 1. **移动营销简介**：了解移动营销策略的基础，如何利用移动设备和网络实现营销目标，并选择与您的业务及其特定目标和需求相符的移动营销平台。 2. **移动应用**：深入探讨移动应用（即应用程序）与移动网站的区别，学习混合模型及移动应用的各种特性，理解有效设计的移动应用如何为您的业务或产品创造收入。 3. **网站优化**：分析如何通过网站优化策略最大化投资回报率，以及如何在营销计划中使用关键绩效指标（KPI），以提升营销活动的持续性和成功率。 4. **分析的测试方法与工具**：掌握收集和分析数据的能力，以便了解营销活动的有效性。学习各种测试方法，并制定适合您业务或网站的独特测试策略。 通过这一系列模块的学习，您将获得必要的知识和技能，以成功实施移动营销策略，并为未来的业务发展奠定基础。
Name:Mobile Marketing
Description:Welcome to Module 1: Introduction to Mobile Marketing. Cell phones, iPods, and iPads have become an everyday part of life. That’s why the ability to engage your audience in a mobile environment is key to the success of your business. In this module, we will review the basics of a mobile marketing strategy and identify the ways you can use mobile devices and networks to achieve your marketing objectives. We will also review how to select a mobile marketing platform that aligns with your business and its specific goals and needs.
Name:Mobile Applications or Apps
Description:Welcome to Module 2: Mobile Applications. Now that you are familiar with the basics of mobile marketing, it’s time to take a closer look at how mobile applications, known commonly as apps, differ from mobile websites. We will review hybrid models and various features of mobile apps that can enhance a customer’s mobile experience. These lessons will ultimately leave you with a better understanding of mobile apps and how, if designed effectively, they can generate revenue for your business or product.
Name:Website Optimization
Description:Welcome to Module 3: Once your audience has been acquired, converted, and retained, there are steps marketers can take that will make it easier and more affordable to sustain a marketing campaign and increase the likelihood that it will be successful in the long run. In this module, we will explore how to maximize your return on investment through website optimization tactics, and how to use Key Performance Indicators (KPIs) in your marketing plan.
Name:Testing Methodologies and Tools for Analytics
Description:Welcome to Module 4: Testing Methodologies and Tools for Analytics. The ability to collect and analyze data is key to any marketing campaign. Marketers need to know what specific aspects of a campaign are working and which aspects need improvement. That is why this final module is dedicated to testing. We will begin by reviewing various testing methodologies before learning how to create a unique testing strategy for your business or website.
Welcome to Course 3 of the E-Marketing Specialization: Mobile Marketing Optimization Tactics, and Analytics. Our final course will start with an introduction to mobile marketing. The remaining modules will provide you with the knowledge needed to increase sales, boost engagement, and interpret website analytics. This course will culminate in a peer-reviewed activity, in which you will have the opportunity to apply all the skills you have learned throughout the previous courses in this series. 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: - Identify the elements of a mobile marketing strategy and examine the various considerations associated with choosing a mobile platform - Explore the various methods to enhance a mobile experience - Analyze and optimize marketing efforts to improve business outcomes - Develop a digital marketing plan designed to meet your goals and objectives
