数字营销O2O跟微信运营


企业收益

l 掌握互联网思维的特点,以及消费者的购买行为,相对传统营销模式的变与不变的原则

l 互联网思维营销需要掌握的几个未来的趋势,和应用的原则


学员收益

l 微信与 O2O 营销是当今最新兴与热门的营销模式,搭上时代的潮流,深入浅出,熟悉操作模式与实际应用

l 跨行业的国内经典案例,思考我们可以借鉴的方法,实际应用在课堂的练习应用中

l 学习七大微信与 O2O 营销模式与应用技巧,并可以直接带回到现实的实际操作中


适合对象

所有与市场营销相关工作的人员,包含品牌、市场、销售、媒介、客服等工作相关的执行与管理人员

课时

2


主要内容

l 我们身处在怎样的一个互联网与数字化变革环境中

Ø 国外的互联网发展趋势与中国目前的互联网发展趋势

Ø 科技改变消费模式

Ø 我们已经充分利用了数字化营销的手段了吗?

Ø 2016年往后,不容忽视的趋势

l 互联网对应传统营销的变与不变

Ø 互联网营销离不开消费者需求

Ø 营销的根源在需求,需求的根源在痛点

Ø 互连网营销的源头在于消费者对互联网的需求与相应解决的痛点

l 知行合一

Ø 互联网思维的三大应用方向:信息、交易、媒介

Ø 知行合一,是互联网营销中,消费者购买行为的改变

Ø 传统销售渠道,从认知到购买的决策过程

Ø 互联网营销,认知与购买之间的关联度

Ø 知行合一,是机会,也是威胁

l 川剧变脸

Ø 变化快速且多样,是互联网营销中,消费者心理预期的改变

Ø 互联网营销的变革中,消费者要求的不是一成不变

Ø 品牌忠诚度备受考验

Ø 营销需要创新,来迎合消费者的需求

l 见山不是山,见水不是水

Ø 见山不是山,见水不是水,是互联网营销中,跨界营销的大整合

Ø 互联网打破过去传统的销售模式,跨界整合新趋势

Ø 媒介、产品信息、社群论坛、即时通讯、销售平台之间的壁垒被打破

Ø 你的合作伙伴来自四面八方,新敌人也来自四面八方

l 定义数字化营销

Ø 定义区分数字化营销与数字化推广

Ø 数字化营销的三个层级:核心战略、主要策略与战术应用按标准提供服务

l 数字化营销的基本战术手段

Ø 互联网广告

Ø 搜索引擎

Ø 问答推广

Ø 百科推广

Ø 分类信息推广

Ø 图片推广

Ø 电子邮件营销

Ø 新闻营销

Ø 论坛炒作

Ø 博客营销

Ø 微博营销

Ø 网络游戏植入营销

l 数字化营销的几个关注重点趋势

Ø 线上线下整合 不是一刀切

Ø 互联网不再只是传播媒介,要与购买立即挂勾才有意义

Ø 多屏联动,有效多点切入消费者的接触点

Ø 利用碎片营销,掌握消费者垃圾时间

Ø 智能手机和移动终端是未来的主战场

Ø 四两拨千斤,社交互动与社会化聆听

l 组合营销

Ø 新奇,好玩,参与,永远的重要的要素

Ø 事件营销

Ø 口碑营销

Ø 病毒营销

Ø 免费策略营销

Ø 饥饿营销

Ø 借力营销

Ø 自品牌营销

Ø 自媒体策略

Ø 鱼塘与钓鱼策略

Ø 精准营销

l 微信营销你必须知道的事

Ø 微信营销的定位

Ø 不同年龄在微信上关注什么

Ø 微信公众号的基本理念与方向

Ø 公众平台三个号的基本功能

Ø 微信营销八个双赢营销要点与案例

Ø 五个值得关注的应用技巧

l O2O 成败关键

Ø O2O 与闭环的真正含义

Ø O2O 的三种类型闭环

Ø O2O 商业模式的五个环节与三赢

Ø O2O 的四种平台类型

Ø O2O 的八个误区

Ø SoLoMoCo + O2O

Ø O2O 的八个风险

Ø 成功与失败的 O2O 案例探讨

l 大数据营销

Ø 定义大数据

Ø 大数据的误区

Ø 大数据商业生态

Ø 大数据可视化呈现

Ø 大数据运用案例

l 互联网思维下,不要忘了营销的本质

Ø 信息爆炸下的消费者的迷惑

Ø 你是在增加消费者的困扰,还是在帮助消费者做选择

Ø 需求、定位、品牌、体验还是关键。

l 互连网思维如何结合8090后的思维模式

Ø 80后已经逐渐成为消费市场的主力

Ø 90后是即将的未来消费市场的主力

Ø 80后的思维特点

Ø 90后的思维特点

Ø 互联网思维如何结合8090后的思维模式

l 练习与点评

Ø 实战演练:分组制定一个可以执行的互联网营销案例

l 总结、提问与答疑






Digital Marketing O2O and WeChat Operation


Benefits to Enterprises

l Master the characteristics of internet thinking as well as consumer purchasing behavior, the constant and different principles in contrast to traditional marketing models.

l Future trends and application principles you must master of internet marketing.


Benefits to Participants

l Wechat and O2O marketing are the most popular marketing models of today. Follow the trend and understand the operation model and practical application.

l Think about what we can learn from classic cross-industry case studies, and apply in class practice

l Master 7 techniques of Wechat and O2O marketing model and take them back to apply in real world practice.


Target Participants

All those who work in sales and marketing related areas, including brand, marketing, sales, media, customer service professionals and managers.


Duration

2 Days


Course Outline

l We live in an internet and digital innovation era

Ø Internet development trend International and Domestic

Ø Technology has changed consumption model

Ø Have we fully utilized digital marketing means?

Ø Trends that cant be ignored after 2016.

l The constant and changes in marketing? Internet vs. Traditional

Ø Internet marketing is based on consumer demand

Ø Demand is the key to marketing and Pain Point is the key to demand

Ø The key to internet marketing is consumers demand and to address these pain points

l Combining knowledge with practice

Ø 3 applications of internet thinking: information, transaction and intermediary

Ø Combining knowledge with practice is the change of consumer purchasing behavior in internet marketing

Ø Traditional sales channel: decision making process from awareness to purchase

Ø Internet marketing: the relation between awareness and purchase

Ø Combining knowledge with practice is an opportunity as well as a threat

l Face-Changing in Sichuan Opera

Ø Fast and diversified changes are expected shift of consumer psychology in internet marketing.

Ø Consumer demand is not constant in the evolution of internet marketing

Ø Brand loyalty is challenged

Ø Marketing innovation is necessary to meet consumer demand

l You dont get what you see

Ø Cross industry consolidation in internet marketing

Ø Internet has broken down traditional sales models and is leading new trends in cross industry consolidation

Ø Barriers among media, product information, social community forums, instant messaging, and sales platform are lifted

Ø Your new business partners as well as new competitors can be everywhere

l Define digital marketing

Ø Define and differentiate digital marketing and digital campaign

Ø 3 levels of digital marketing: Core strategy, key tactics, and application

l Basic tactics of digital marketing

Ø Internet Advertisement

Ø SEO: Search Engine Optimization

Ø Baidu Ask Marketing

Ø Wikipedia Marketing

Ø Classified Advertisement

Ø Image Marketing

Ø Email Marketing

Ø News Marketing

Ø Forum Hype

Ø Blog Marketing

Ø Weibo Marketing

Ø Placement Marketing in internet games

l Key trends of digital marketing

Ø Consolidation online and offline: not one size fits all

Ø Internet is not just a communication media. It needs to directly link to sales.

Ø Link multiple screens to effectively create multiple consumer touch points.

Ø Use marketing to capture consumers fragmented time

Ø Smart phone and mobile platform are the main battle fields in future

Ø Social interaction and word of mouth

l Integrated Marketing

Ø Novelty, fun and participation are always the most important factors

Ø Event Marketing

Ø Word of Mouth Marketing

Ø Viral Marketing

Ø Free Tactical Marketing

Ø Hunger Marketing

Ø Leverage Marketing

Ø Self Brand Marketing

Ø We-Media Marketing

Ø Fishing Pond and Fishing Strategy

Ø Target Marketing

l What you must know about Wechat marketing

Ø Proposition of Wechat marketing

Ø What Wechat users of different age group are interested in?

Ø Basic concepts and trends of Wechat public account

Ø Basic functions of 3 types of Wechat public account

Ø 8 tips and case studies for win-win marketing on Wechat

Ø 5 valuable application techniques

l Keys to success in O2O

Ø True meaning of O2O and close circle

Ø 3 types of close circle of O2O

Ø 5 steps and triple win of O2O business model

Ø 4 types of O2O platform

Ø 8 common misunderstanding of O2O

Ø SoLoMoCo + O2O

Ø 8 risks of O2O

Ø Case discussion about successes and failures of O2O

l Big Data Marketing

Ø Definition of big data

Ø Misunderstanding of big data

Ø Business ecosystem of big data industry

Ø Visual presentation of big data

Ø Case studies of big data

l Dont forget about the essence of marketing with internet thinking

Ø Consumers puzzle under information explosion

Ø Are you confusing the consumers or helping them make decisions?

Ø Demand, proposition, brand and experience are the keys

l How to combine internet thinking with the mindset of Millennial?

Ø Millennial are becoming the main consumer force on the retail market.

Ø Post 90s will be the consumer force in future

Ø Characteristics of the Millennias mindset?

Ø Characteristics of the Post 90s mindset?

Ø How to combine internet thinking with the mindset of Millennial and Post 90s?

l Exercise and Comments

Ø Practice: break up in groups to create an actionable internet marketing case, Instructors comment

l Summary, Questions and Answers

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