6) BMME056 - Digital Marketing Strategy - Xi Chen

Intro: Digital Marketing Strategy

Xi Chen

Ever evolving digital marketing techniques…

Display Advertisin

g Content Marketing

Social Media Marketing Influencer Marketing

Online Viral Marketing

Keyword Auction

Search Engine OptimizationOnline Brand CommunityUser-generated Content

Search Analytic Web Analytic

Contextual AdvertisingBehavioral Targeting

Exciting and perplexing at the same time…

Learning Objectives

Digital Marketing Strategy

Understand different digital marketing techniques and landscape

Formulate, implement and evaluate a digital marketing strategy

Integrate with overall strategy

Specific Topics to Be Expected

• Framework to develop, implement and evaluate a digital marketing strategy

• Using digital tools to facilitate overall communication strategy

• Customer centricity: how digital body language can help?

• Targeting strategy bettered with customer listening tools

• New product ideation with online brand community

Learning format

Business Simulation

Questions?