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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/native-advertising
课程评论：没有评论
课程名称：原生广告 概述：原生广告是一种利用新闻和娱乐内容设计与格式的细分广告形式。它更注重为处于购买考虑阶段的消费者提供有用内容，而非直接推销产品。原生广告通常以新闻故事的形式呈现，已经被证明能够有效说服消费者。由于其经济实惠且不需要专业的图形设计，原生广告成为了小企业的一个引人注目的广告技术。课程中展示了一个案例研究，讲述了一家小型旅游创业公司如何通过原生广告推动酒店销售，并阐述了成功的、无需创意的原生广告活动的执行策略，包括：收集现有的新闻报道、伦理内容传播和内容生成。 课程大纲： 第一部分：案例研究 本模块概述了原生广告的基本概念、操作方法及其有效性，介绍了重要概念，包括影响力、时效性和相关性。讨论了成功的原生广告示例，并通过深入的案例研究，分析了一家小型在线旅游创业公司如何成功利用原生广告驱动酒店销售及成功的衡量标准。 第二部分：收集与定位 本部分讨论的主要原生广告策略不需要创意，但收集可信的媒体报道仍然很重要。本模块将提供为何媒体监控重要的高层次评估，并介绍如何使用谷歌提醒设置相关警报。我们将评估一家当地咖啡店的媒体报道，判断这些内容是否适合进行原生广告，并讨论如何通过一些常见的目标参数将受众与这些报道相匹配。 第三部分：内容推出 小企业除了收集积极的报道和评论外，还可以使用内容推出技术来获得更多的媒体覆盖，包括产品和服务评论。本模块将介绍内容推出的技术及其实施方法，并讨论内容推出的伦理问题，展示并讨论一则关于不道德推出的FTC案例研究。 第四部分：Taboola活动与内容生成 Taboola是原生广告领域的领导者，拥有行业中最大的市场份额。本模块将学习如何配置、启动和评估基本的Taboola活动，观看Taboola的“开始”网络研讨会后，您将对Taboola的运作有基本的了解。第二个Taboola网络研讨会“创造转化率的内容”将聚焦于内容生成，并提供小企业如何自行生成原生内容的建议。
Part: 1
Title:Case Study
Description:This module starts with an overview of native advertising, how it’s done and why it works. Key concepts are introduced, including: impact, timeliness and proximity. Successful native advertisements are discussed. Then, through an in-depth case study, we walk through how a small, online travel startup successfully leveraged native advertising to drive hotel sales and how success was measured.
Part: 2
Title:Gathering and Targeting
Description:While the primary native advertising strategy we cover in this Coursera doesn’t require creative. Gathering does require credible press coverage, however. This module will provide a high level review of why press monitoring is important, and review how to use Google Alerts to set up alerts. We’ll assess press clips for a local coffee shop, assess whether the content is a good fit for native, and talk about how we’d match audiences to these clips by looking at some common native targeting parameters.
Part: 3
Title:Seeding
Description:Beyond pulling clips of positive coverage and reviews, small businesses can use seeding techniques to garner more press coverage, including product and service reviews. The following module will walk through content seeding techniques and how to implement them. Seeding ethics are discussed. An FTC case study of unethical seeding is presented and discussed.
Part: 4
Title:Taboola Campaign and Content Generation
Description:Taboola is a leader in native advertising, with a platform that has the largest market share in the industry. In this module we’ll learn how to configure, launch and evaluate basic Taboola campaigns by watching Taboola’s “Start” webinar. You’ll leave this module with a basic understanding of how Taboola works. A second Taboola webinar “Creating Content That Converts” focuses on content generation and provides tips on how small businesses can generate their own native content.
Native advertising is a niche form of advertising that leverages the design and format of news and entertainment content. Native advertising is less about selling products and more about producing useful content for consumers who are in the ‘consideration’ phase of the advertising purchase funnel. Often in the form of news-like stories, native advertising has been shown to persuade consumers. Native advertising is affordable, and doesn’t require graphic design to get started. For these reasons, it’s a compelling advertising technique for small businesses. This course outlines a case study where a small travel startup used native advertising to drive hotel sales. Execution strategies for a successful, no-creative native campaign are laid out, including: gathering existing news coverage, ethical content seeding, and content generation.
