Digital Marketing Management of Integrated Campaigns1
Digital
Digital Marketing Management of Integrated Campaigns
Planning and Implementing IMC Campaigns
What is Integrated Marketing Campaign
Integrated marketing campaigns combine multiple online and offline channels such as online marketplaces, social media marketing, mobile apps, events, radio etc to promote a product, service or brand.
With advancements in technology, more and more marketing channels are appearing for companies to reach their target audiences. As a result, it is critical for marketing managers to have the knowledge of how to manage and measure marketing strategies that span different marketing channels, and likely different marketing agency vendors.
Digital Marketing Manager Skills
Besides the marketing experiences gained before, marketing managers now need to have more than a passing knowledge in the digital realm.
Companies are now increasingly marketing on different channels and using data analytics technology to measure and optimize their campaigns. It is highly desired for marketing managers to know:
- Capabilities of each marketing channel, e.g. audience demographics, cost;
- Objectives and Key performance indicators (KPIs) to set for different campaigns and channels;
- Metrics to collect and measure, from individual campaigns to integrated strategic level;
- How to analyse and report;
With these knowledge, marketing managers will be able to plan marketing strategies and manage the execution by the marketing team or agency effectively.
Course Title
Digital Marketing Management: Planning and Implementing Integrated Marketing Campaigns
Course Objectives
This course is designed for marketing professionals who need to oversee and manage digital marketing agencies on a day-to-day basis.
The objective of this course is to allow marketing professionals to gain a broad understanding of Digital Marketing concept and methodologies, as well as key digital marketing terminologies and metrics. This course will also focus on techniques for managing marketing assets and unifying performance tracking for bo th online and offline channels.
Course Content
Unit 1: Digital Marketing’s Role in the Marketing Mix
Understanding integrated marketing concepts, channels, and strategies.
Unit 2: Common Digital Marketing Terminologies & Metrics
Understanding of digital marketing terminologies and metrics applicable in integrated marketing campaign management.
Unit 3: Campaign Objectives and KPIs
Develop a digital marketing strategy and set key performance indicators (KPIs) for the marketing campaign based on the organisation’s business and marketing objective.
Unit 4: Consumer’s Behaviour
Calibrate the marketing campaign based on the product nature and the expected consumer behaviour based on the profiles of target customers.
Unit 5: Digital Marketing Channels and Audiences
Select marketing channel mix that best suits the target customers. Develop action plan to integrate traditional and digital marketing techniques and assets.
Unit 6: Integrated Campaign Tracking and Reporting
Track and report on effectiveness of campaign, for both digital and offline channels, using a variety of analytical and modelling tools.
Note: If you wish to run a corporate class, you can request for contextualisation of the curriculum to your industry to help your staff understand better on how to manage digital marketing campaigns for your company.
SkillsFuture Credit, Training Grant and Absentee Payroll is applicable.
Certification
Participants who fulfil all requirements will receive a Statement of Attainment (SOA) issued by the SkillsFuture Singapore (SSG).
http://www.coursewsq.com/
Electronic commerce is a business activity carried out by network communication technology.My position and the different Angle and degree of participation in e-commerce give many different definitions.
Although e-commerce has different definitions in different countries or in different fields, its key is still the business model that relies on electronic equipment and network technology. With the rapid development of e-commerce, it has not only included the main content of its shopping, but also included ancillary services such as logistics distribution.E-commerce includes electronic currency exchange, supply chain management, electronic trading markets, network marketing, online transaction processing, electronic data interchange (EDI), inventory management and automatic data collection systems.The information technologies used in this process include the Internet, extranets, E-mail, databases, electronic directories, and mobile phones.[1]
Firstly, e-commerce is divided into a broad sense and a narrow sense of e-commerce.In a broad sense, e-commerce is defined as the use of a variety of electronic tools for business activities;In narrow sense, e-commerce is defined as the use of the Internet to engage in business or activities.Whether the broad or narrow sense of the concept of e-commerce, e-commerce covers two aspects: one is inseparable from the Internet this platform, without the network, it can not be called e-commerce;Second, the completion of the Internet is a kind of business activities.
In a narrow sense, Electronic Commerce (EC) refers to the global business and trade activities carried out through the use of Electronic tools such as the Internet (these tools include telegraph, telephone, radio, TELEVISION, fax, computer, computer network, mobile communication, etc.).It is the sum of all kinds of business activities carried out on the basis of computer network, including the relevant activities of commodity and service providers, advertisers, consumers, intermediaries and so on.The e – commerce that people understands commonly is the e – commerce in narrow sense.
In a broad sense, the word “e-commerce” comes from Electronic Business, which refers to the Business activities conducted by Electronic means.Through the use of the Internet and other electronic tools, the company, suppliers, customers and partners, the use of electronic business information sharing, the realization of electronic business processes between enterprises, with the enterprise’s internal electronic production management system, improve the efficiency of production, inventory, circulation, capital and other links.
The United Nations Working Group on The Simplification of International Trade Procedures defines e-commerce as the use of electronic forms of commerce, including the adoption of any electronic tool among suppliers, customers, governments and other participants.Share unstructured business information such as EDI, Web technology, and E-mail, and manage and complete transactions in business activities, management activities, and consumer activities.[2]
Electronic commerce is the whole process of realizing electronization, digitization, networking and commerce by using computer technology, network technology and telecommunication technology.
E-commerce is a process of business transactions conducted within the scope of legal permission, with business activities as the main body, computer network as the basis and electronic means.
The concept of Commerce (e-Commerce), and in 1997, the company proposed the concept of Electronic Business (e-Commerce).E-commerce focuses on electronic transactions and emphasizes transactions and cooperation between enterprises and external parties, while e-commerce expands its scope a lot.Broadly defined as the use of a variety of electronic tools for business or activity.The narrow sense refers to the use of the Internet for business activities.