Training objectives:

This training bring 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 in depth knowledge of Digital Marketing, we will review in details the Chinese digital players which are all different from the rest of the world.

Who should attend?

This training session targets any brands or merchants which need to understand Digital Marketing or get more out of their Digital channels. 

Course outline:

1. 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?

2. 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

3. 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

4. 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

5. 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 ?

Agenda:

08:45 - 09:00 Registration

09:00 - 12:00 Morning Session

12:00 - 13:00 Lunch

13:00 - 18:00 Afternoon Session

For bank transfers, please use BJEVENT0615 as subject.

Terms & Conditions:

Trainings have very limited seating so to ensure your attendance we encourage advance online registration and payment. We cannot guarantee entry to anyone not registered in advance.

The training is held in English.

Cancellation Policy:

If you cannot attend the training for which you have registered, please cancel your registration no later than one business day prior to the event. If you fail to notify us of your cancellation in a timely fashion, you will be charged for event costs.

To cancel you can: 1) email jli@europeanchamber.com.cn, or 2) cancel online if you registered for the event through the website.

Speakers

Mr. Cyril Drouin

Chief Executive Officer & Chief Strategy Officer, BeyondBorderGroup

Mr. Cyril Drouin

Chief Executive Officer & Chief Strategy Officer, BeyondBorderGroup

View speaker details

Cyril Drouin is the CEO & CSO for BeyondBorderGroup. He is based in the Shanghai office. Beyond is a "route to market" cross-border platform platform between China and the rest of the world. Cyril has more than 20 years eCommerce and Digital experience in China and in Europe. Local and international companies came to rely on his eCommerce and digital marketing expertise. Cyril creates their successes in either optimizing or creating their digital & eCommerce presence in China and in Europe. Cyril is the former CEO of Publicis Commerce China and Chief Digital eCommerce officer for Publicis North Asia leading the practice on Google, Amazon, Instagram, Facebook, Tmall, JD, Wechat and social medias Cyril has helped successfully launch or grow over 20 major brands in the last 5 years only. Cyril has been cooperated successfully with GSK, Nestle, Ferrero, Kering, Mondelez, Sanofi, Bacardi, Heineken, Siemens, Beiersdorf, Moleskine to name a few. Cyril has been part of the Jury of multiples advertising festivals such as Adfest, DMAA International Digital Marketing Award 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 and Digital ecosystem in China and around the world. Cyril is teaching eCommerce and Digital Marketing to executive MBA students 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.

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