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Introduction to Digital Marketing in China

• Background
• Upcoming trends and examples

Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

• Understanding SEO in China
• Search Engine Marketing (SEM) in China
• PPC Marketing in China
• Keyword Analysis

Digital Display Advertising

• Creating and Displaying Ads
• Targetting your Audience

Email Marketing

• Overview of Email Marketing in China
• Tactics and Tools
• Designing and creating email campaigns
• Importance of good templates
• Spam check

Social Media Marketing

• Overview of Chinese Social Media Channels
• Comparing western Social Media with Chinese Social Media
• Creating and managing content
• Engaging your users across social media
• Auto-posting and post-scheduling
• Campaigns
• Forums and their importance
• Case study

Mobile Marketing

• Understanding Mobile Marketing in China
• Tactics and tools - from SMS to WeChat
• Targetting prospective users
• Conversions and failures

Analytics

• Overview of analytics in China
• Using Baidu analytics tools
• Use of available metrics to improve your campaigns
• Understanding Demographics

Strategy & Planning

• Engaging with Chinese customers
• Importance of budget
• Selecting the most appropriate channels
• Strategy discussion
• Case Studies