Digital Marketing Management of Integrated Campaigns1
Digital
综合战役的数字营销管理
规划和实施IMC运动
什么是整合行销活动
整合的营销活动将在线市场，社交媒体营销，移动应用程序，事件，广播等多个在线和离线渠道结合起来，以推广产品，服务或品牌。
随着技术的进步，公司正在出现越来越多的营销渠道，以覆盖其目标受众。因此，对于营销经理来说，了解如何管理和衡量跨越不同营销渠道以及可能不同的营销代理供应商的营销策略至关重要。
数字营销经理技能
除了以前获得的营销经验外，营销经理现在还需要在数字领域中拥有不仅仅通过的知识。
公司现在越来越多地通过不同渠道进行营销，并使用数据分析技术来衡量和优化其广告系列。市场营销经理非常希望知道：
- 每个营销渠道的功能，例如受众人口统计，成本；
- 为不同的活动和渠道设定目标和关键绩效指标（KPI）；
- 从单个战役到综合战略水平的收集和衡量指标；
- 如何分析和报告；
有了这些知识，营销经理将能够计划营销策略并有效地管理营销团队或代理机构的执行。
课程名称
数字营销管理：规划和实施集成营销活动
课程目标
本课程是为需要每天监督和管理数字营销代理的营销专业人员设计的。
本课程的目的是让市场营销专业人员对数字营销的概念和方法以及关键的数字营销术语和指标有广泛的了解。本课程还将侧重于管理营销资产和统一在线和离线渠道的效果跟踪的技术。
课程内容
第1单元：数字营销在营销组合中的作用
了解集成营销概念，渠道和策略。
第2单元：通用数字营销术语和指标
了解适用于集成营销活动管理的数字营销术语和指标。
第3单元：广告系列目标和KPI
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).
| Full | Sporeans 21 – 39 yrs old / PRs 21 yrs old & above | Sporeans 40 yrs old & above (MCES1) |
|---|---|---|
| $685.50 | $445.50 | $100.50 |
http://www.coursewsq.com/
The so-called digital marketing refers to the Internet, computer communication technology and digital interactive media to achieve marketing objectives of a marketing way.Digital marketing will make the best possible use of advanced computer network technology to exploit new markets and new consumers in the most efficient and economical way.
Digital marketing is a high-level marketing activity based on a specific database object, through digital multimedia channels, such as telephone, short message, email, electronic fax, network platform and other digital media channels, to achieve marketing precision, marketing effect can be quantified, data.
Digital marketing used to be seen as an independent form of marketing in a particular field, but since 2003 it has often been seen as a form of marketing that can cover most traditional areas of marketing, such as direct marketing, because it provides the same way of communicating with an audience (only in digital form).
In the era of digital economy, when traditional enterprises realize digitalization, they must pay attention to digital marketing as an important aspect, change the marketing ideas, models and strategies that cannot meet the needs originally, and realize new marketing methods.Together with digital management and manufacturing, digital marketing, as a hot spot, will become one of the three important components of digital enterprises.Generally speaking, in a fully competitive market, enterprises can only get normal profits. If they want to make excessive profits, they must innovate.Innovation is a new combination of factors of production. In the sense of economics, it includes not only technological innovation, but also marketing innovation.Among them, digital marketing is the typical thing of innovation.
数字营销不仅是技术革命，而且是思想的更深刻革命。它是目标市场营销，直接市场营销，分散市场营销，面向客户的市场营销，双向互动营销，远程或全球市场营销，虚拟市场营销，无纸化交易和客户参与营销的组合。[3]数字营销赋予营销组合以新的内涵，其功能主要包括信息交流，在线购买，在线发布，电子货币，在线广告，企业公共关系等，是企业在营销中的主要营销方式和发展趋势。数字经济时代。