Training: Digital Marketing in China
Training objectives
This training brings the necessary skills to design, build, manage and measure effective online and digital campaigns weaving together the core skills of digital marketing, social media, online PR, paid and organic search and measurement programmes. In addition to an overview of digital marketing, we will review in detail the differences between local digital marketing players and those outside of China.
Who should attend?
This training session targets any brands or merchants who need to understand digital marketing or get more out of their digital channels.
Course outline
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 ?
Language & Duration
Language: English
Duration (in days): 1 day from 9:00 am to 6:00 pm
How to attend?
Date: Friday 9 December
Location: AustCham Shanghai, 668 Huai'An Road (near Xi Suzhou Road), 2E
Member: 2200 RMB | Non-Member: 3300 RMB
RSVP: Please contact Ruby Yu at ruby.yu@austchamshanghai.com
About the Trainer- Cyril Drouin
Cyril Drouin is the Chief eCommerce Officer for Greater China at Saatchi & Saatchi. He is based in the Shanghai office, but he travels extensively for business, lectures, and trainings.
Cyril has lived in China since 1998 and founded BysoftChina in 2003, an eCommerce and digital agency focusing on the Chinese market. As its CEO and Senior eCommerce Consultant, Cyril, over the more than 10 years since its inception, helped BysoftChina to grow into a leading agency, with clients extending from SMEs to multinationals. Local and international companies came to rely on the eCommerce and digital marketing expertise Cyril used to create their successes in either optimizing or creating their digital & eCommerce presence in China.
So far, over 100 brands, retailers, manufacturers, and small business have benefited from his expertise through the entire lifecycle of an eCommerce project. From its consulting and strategic phases to implementation and monitoring performance.
Cyril is a regular well-respected speaker and trainer at various digital and eCommerce conferences. He hosts high-level training sessions about the Chinese eCommerce ecosystem in China and around the world. Cyril is teaching eCommerce and Digital Marketing in MBA as well. Cyril holds a Master degree in IT & Mathematics. He is native in French and fluent in English, also has a good command of Chinese.