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所在平台: Udemy |
课程主页: https://www.udemy.com/course/digital-advertising-strategy/
课程评论：没有评论
课程名称：如何在数字时代实现广告突破 概述：数字广告通过先进的技术和平台彻底改变了营销方式，使广告主能够更有效地触达受众。然而，这也导致了大量广告的无效和杂乱，因为许多广告主没有应用正确的原则和方法。一项研究表明，90%的数字展示广告被观看的时间不到1秒，这造成了大量的广告浪费。这为广告主提供了脱颖而出的机会。课程提供了一条快速通路，帮助学员与“普通”广告主区分开来，使广告更具独特性、相关性和意义。课程将帮助学员避免普通广告主常见的陷阱，例如无策略地购买广告、在多个渠道上分散精力、创意缺乏专注、目标受众与相关创意不匹配、未进行受众细分以及错误评估真正有价值和有利可图的内容。全球最大的广告主都应用了课程中涵盖的广告模型、理论、原则和方法。课程适合具有基础数字广告知识的初学者。 课程结束时，学员将能够： - 应用正确的数字广告原则 - 创建自己的受众细分 - 通过将数据信号与相关创意相匹配来推动个性化 - 了解如何使品牌在文化上相关 - 理解付费社交、程序化展示、在线视频和搜索平台的最佳创意和定位实践 - 理解数字渠道的角色以及课程中34种广告格式与广告目标/KPI的相关性 - 掌握使用影响者讲述品牌故事的最佳方法 - 理解如何使用不同的社交平台 - 区分付费、拥有和赚取的社交媒体，并了解如何最佳应用 - 理解程序化展示广告的运作方式 - 最大限度地吸引在线视频的注意力 - 理解付费点击（PPC）和有机搜索（SEO）的最佳实践 - 规划再营销策略 - 最大限度地提高品牌安全措施 - 创建用户旅程追踪 - 确定追踪的内容和时间 - 选择合适的归因模型，并为活动分配正确的价值 - 制定自己的测试计划，包括假设测试
Digital advertising has transformed Marketing through sophisticated technology and platforms that has created efficient and effective ways to reach audiences. But with it has also brought a raft of irrelevant and cluttered advertising from advertisers that haven't applied the right principles and approaches. A lumen study claims that 90% of digital display ads are viewed for less than 1 second. That is a lot of wasted advertising.That creates an opportunity for advertisers to stand out from the crowd.The course provides a fast track way to differentiate yourself from the ‘average' advertiser to make your ads cut through and be distinctive with relevance and meaning.The course overcomes the most common pitfalls that ‘average' advertisers fall into such as buying ads without a strategy, spreading too thin across channels and creatives lacking focus, not matching targeting with relevant creative, not segmenting your audience and misattributing what is truly valuable and profitable.The worlds' biggest advertisers apply the advertising models, theory, principles and approaches covered in the course.The course is designed for beginners with some basic knowledge of digital advertising.At the end of the course delegates will be able to:Apply the right digital advertising principlesBe able to create your own audience segmentationDrive personalisation by matching data signals with relevant creativeKnow how to make your brand culturally relevantUnderstand creative and targeting best practice across Paid Social, Programmatic Display, Online Video and Search platformsUnderstand the role of digital channels and which of the 34 ad formats in the course will be relevant to your objectives / KPIs.Know the best in class approach to using influencers to tell your brand storyKnow how to use different social platformsKnow the difference between paid, owned and earned social media and how best to apply themUnderstand how programmatic display advertising worksHow to maximise attention spans with online videoUnderstand Best in class approach to paid (PPC) and organic (SEO) searchUnderstand how to plan your remarketing approachKnow how to maximise your brand safety measuresKnow how to create tracking across your user journeyKnow what to track and whenChoose the right attribution model and be able to assign the right value for your campaignCreate your own testing plan with hypothesis test
