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所在平台: Udemy |
课程主页: https://www.udemy.com/course/measuring-marketing-effectiveness-online-and-offline/
课程评论：没有评论
这门 Coursera 课程“衡量在线和线下营销效果”旨在帮助学员掌握评估营销活动成功与否的关键方法。 课程强调，组织需要基于年度目标（如销售额、预算、支出等）或市场对营销活动的即时反馈（如通过电子销售点信息）来持续衡量营销绩效。课程还将探讨如何监控营销计划的产出，以及衡量销售量和/或增长情况。 课程的核心内容将围绕如何有效衡量营销推广活动，以确保其性价比，例如评估获取新客户的成本以及广告投放的投资回报率。课程指出，设定良好的绩效指标对于追踪广告或促销活动的表现和成功至关重要。 此外，课程将介绍现代技术如何助力企业识别推广活动的成功，例如利用 Google Analytics 等工具，通过客户购买行为、网站访问量、访问者地理位置及访问频率等数据，提供清晰的反馈。 最后，课程还将涵盖如何有效衡量和评估销售推广、直效营销和公共关系活动，以确保其取得成功。
Organisations are concern with the measurement of the success or otherwise of marketing activities. There may be annual targets ( sales, budget, expenditure budgets etc) against which performance can be measured on an ongoing basis. Alternatively, it may be decided to monitor how the market is responding to the marketing activity ( such as via electronic point of sales information) in order to give continuous feedback. Other important measurement might include monitoring output against the marketing plan and also measuring volume and / or growth of sales.There are key ways in which marketing promotions can be measured to ensure that there is value for money, the cost of getting a new customer is a very good and a very easy step in assessing the impact of the advertisement, including return on investment of the amount use in conducting the advertisement. It is very important to get a good performance indicators to track the performance and success of you advertisement or promotion.Modern technology have aided business to easily identify the success of our promotions such as google analytics which can give a vivid feedback on customers purchases and visits to websites as long as their location and frequency of visit to the website.There is a good ways to measure and evaluate sales promotion, to ensure success of the promotion. Direct marketing and public relations can be effectively measure to ensure success of the promotion.
