Digital Marketing & Markets Insights
· Internet usage in China and the rest of the world
· What is Digital marketing ?
· What Digital Marketing means for your brand or your company ?
· Who are the main players in China and the Rest of the World ?
Content marketing
· How a search engine works ?
· Analytics : What to measure and how ?
· A focus on Google Analytics
· What is SEO and why it is not enough anymore ?
· What is Content Marketing and how it works ?
· How to build a Content marketing Strategy ?
· Let's have a look at search and content marketing strategy for Baidu
· Let's have a look at search and content marketing strategy for Tmall/Taobao
· Let's have a look at search and content marketing strategy for Google
Social Marketing
· Traditional media VS Social Media ?
· Review of the main players in China and the rest of the world
· Key Opinion Leaders : Who are they ? How to find and use them ?
· How to integrate Social Marketing in a global Digital Marketing plan ?
· Social Listening : Why and How to use it ?
· Focus on Weibo
· Focus on WeChat
· Social Campaign : The best campaigns review
Online Advertising
· The main players in China and the rest of the world
· How online advertising works ? What to buy (PPC/CPM/CPS/etc) ? How to buy it ? How to target it ?
· Focus on Tmall Advertising
· Focus on Baidu Advertising
· Focus on WeChat Advertising
· A brief review on Google Adwords & Facebook ad
Budgeting
· Traffic costs efforts and money
· How to draft a "realistic" digital marketing full plan and budget ?
· KPIs : How to define the right Key Performance Indicators and measure success or failure ?
· What are the digital marketing trends ?