Description

This course provides a complete overview of the most recent advances in marketing and its main developments. Using examples and effective operational tools, you will understand how to integrate new practices into your marketing approach.

Who is this training for ?

For whom ?

Marketing managers, product managers, research managers, marketing directors, managers, and any other person related to marketing departments (R&D, sales, etc.).

Prerequisites

Training objectives

Know the new marketing concepts

Integrate mobile and tablet marketing into your strategy

Understand recent developments and impacts of Web marketing

Optimize your social media marketing strategy

Training program

• New marketing strategies in a changing environment
  • Synthesis of new attitudes and innovative solutions.
  • Rise of remote value creation models.
  • Bases of the new Brand-Consumer dialogue: ATAWAD, SOLOMO, ROPO .
  • Big Data and connected objects serving strategy and customer experience.
  • 3D printing and tailor-made consumption.
  • Intrapreneurs and agility .
  • Case study Based on a given scenario, understand and become familiar with new marketing concepts.
• Mobile marketing innovations
  • Uses and expectations regarding mobile applications: developing interaction with "smartphone users".
  • Mobiles and tablets: from immediate marketing to that of experience.
  • Marketing opportunities: geolocation, personalization, cross-channel.
  • Innovations in situational marketing.
  • Geolocation: innovations in situational marketing.
  • Mobile applications vs mobile sites: the golden rules.
  • Mobile commerce (NFC technology): challenges and development prospects.
  • Use of barcodes (RFID , QR Code.
  • ).
  • Practical work Integrate mobile marketing into your strategy.
  • Define courses of action.
• Web marketing and branded digital platforms
  • Customer strategies to attract, convert, retain loyalty.
  • CRM, datamining.
  • .
  • Panorama of SEO and affiliation techniques .
  • Developments in online advertising: keywords, capping and contextual advertising.
  • New developments in email communication.
  • Social media and marketing interactive.
  • General and professional social networks: Facebook, Google+, Viadeo, Linkedin.
  • Blogging and micro-blogging platforms.
  • Content sharing platforms and impact of image and video: Dailymotion, Youtube.
  • Collective reflection Study of competition and innovative web marketing approaches practiced in different sectors of activity.
• Social media: winning strategies
  • Engagement marketing.
  • New customer decision process Social media: the 4Ps.
  • The brand becomes its own social network.
  • Exercise: Developing a social media presence strategy.