• Successfully integrate digital communication in your marketing strategy.
• Be able to build specifications to hold a dialogue with a web supplier.
• Acquire an Internet culture for sales.
• Secure the web-users loyalty.
Optimize your website’s impact
- Understand all website related issues – Which contents attract web-users ? – Know and understand different websites categories
– 6 steps to create an online shop
– Take in the possible means of payment
- Complete your web approach with vocal tools : Telephone, Voice
over IP, Call-back systems, Interactive Voice Systems. “chat” mode
– Audio and video – Customization functions – Tailor-made
Elaborate communication strategies
- Internet marketing characteristics – How to define online
communication aims – E-merchandising : stakes – interests. Offline
and online channels’ duality – Is outsourcing a solution ?
– Principles and interest of interactive communication techniques
– Natural referencing : steps, tools. Sponsored links : strategy – Choose
your keywords : Internal information sources : Intuitive list -
website’s audience data – competitive watches – Internal search
engines. Services and tools to choose keywords (Google, etc.). Online
retail outlets display. Netlinking
– Syndication : Principles – Different payment ways
– Online advertisement : possible solutions and formats. Pop-ups
– E-mail for marketing : rules for a good efficiency. How to find the
addresses and manage e-mailing campaigns, etc.
– Viral marketing : different types, advantages and limits
– Geomarketing : what for ?
Website management and contacts follow-up – Website audience measurement
- Monitor incoming e-mails : why, organization. « Light » and more elaborate technical solutions. Audience measurement : quantitative
– qualitative. Indicators : a website audience – Advertising audience
– Advertising efficiency. Financial indicators, Return On Investment (ROI), CPO (Cost per Order), etc.
Communication managers, Marketing managers, Webmasters.
Prerequisite : none