2020谷歌数字营销人才培养计划（文字版）
<span style="color: black;">前两天在论坛里面看到谷歌新出了一个计划：<span style="color: black;">谷歌数字营销人才培养计划</span>，这个计划是一个课程来着的，与mooc慕课合作推出的课程，需要在官方链接上面填写信息，<span style="color: black;">而后</span>等官方回复课程折扣码，拿到折扣码之后在慕课里面兑换课程<span style="color: black;">就可</span>。课程报名链接我放在<span style="color: black;">文案</span>底部 <span style="color: black;">阅读原文</span> 那里。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/aF3ic5TsibZia706CnDfBmnPCqBiblx0I89a8fQEl3JZMlqd0gQwbiccicHfbalxemd8AAfXTnfMy3BYCicibpzAzdK56w/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">这个课程我刷了前面几课，讲的理论都蛮<span style="color: black;">基本</span>的，课程设计清晰，讲解深入独到，对小白有较强的普及<span style="color: black;">道理</span>。<span style="color: black;">考试的话都是<span style="color: black;">选取</span>题，50道<span style="color: black;">选取</span>题，满分100分。<span style="color: black;">能够</span>考20次，最高分一次为<span style="color: black;">最后</span>分数，看了视频做点笔记基本都<span style="color: black;">能够</span>80分以上。</span></span><span style="color: black;">为了方便<span style="color: black;">方便</span>的<span style="color: black;">运用</span>课程，我把视频转化成文字，供给搜索到此<span style="color: black;">文案</span>的你。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/aF3ic5TsibZia706CnDfBmnPCqBiblx0I89aXPNDzbvzAQ4ibO2TTkoib8RMjOJ1dDxrWvp7F3sAuicTjShGKZMoucLbg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">第1</span>章：数字营销生态</span><span style="color: black;"><span style="color: black;">第1</span>课：数字营销与数字营销生态<span style="color: black;">形成</span></span><span style="color: black;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">欢迎<span style="color: black;">大众</span>来到谷歌官方出品海外数字营销系列课程，<span style="color: black;">咱们</span><span style="color: black;">期盼</span>本系列课程能够<span style="color: black;">帮忙</span><span style="color: black;">大众</span>更好的<span style="color: black;">把握</span>海外数字营销生态，与谷歌<span style="color: black;">宣传</span><span style="color: black;">处理</span><span style="color: black;">方法</span><span style="color: black;">关联</span>知识，相信完成本系列课程的你，<span style="color: black;">必定</span>能够对企业出海以及<span style="color: black;">全世界</span>化布局有新的认识。</p>
</span><span style="color: black;"><span style="color: black;">第1</span>章节中，<span style="color: black;">咱们</span>将带领<span style="color: black;">大众</span><span style="color: black;">一起</span>探索海内外数字营销生态，<span style="color: black;">咱们</span>会在<span style="color: black;">第1</span>课中为<span style="color: black;">大众</span>讲解数字营销和海内外数字营销生态的<span style="color: black;">形成</span>的<span style="color: black;">基本</span>知识。</span><span style="color: black;"><span style="color: black;">那样</span>让<span style="color: black;">咱们</span><span style="color: black;">一块</span><span style="color: black;">首要</span>来看什么是数字营销。</span><span style="color: black;">在<span style="color: black;">认识</span>数字营销是什么之前，<span style="color: black;">咱们</span>需要先<span style="color: black;">晓得</span>什么是营销，营销环节中最重要的两个角色，分别是消费者和卖家，这两个角色在<span style="color: black;">咱们</span>生活中无处不在，<span style="color: black;">咱们</span>都是消费者中的一员，<span style="color: black;">做为</span>消费者，<span style="color: black;">咱们</span><span style="color: black;">思虑</span>的是买什么？花多少钱购买，<span style="color: black;">能够</span>在哪里购买，以及在哪里<span style="color: black;">得到</span>商品信息。而卖家<span style="color: black;">思虑</span>的则是<span style="color: black;">经过</span>营销策略来满足消费者的<span style="color: black;">需要</span>。</span><span style="color: black;"><span style="color: black;">她们</span><span style="color: black;">思虑</span>的是卖什么？多少钱卖合适？在哪卖？<span style="color: black;">制品</span>信息要<span style="color: black;">怎样</span>推广？<span style="color: black;">咱们</span><span style="color: black;">能够</span>看到无论是消费者购买<span style="color: black;">制品</span>，还是卖家<span style="color: black;">营销</span><span style="color: black;">制品</span>，<span style="color: black;">她们</span>都会<span style="color: black;">思虑</span><span style="color: black;"><span style="color: black;">制品</span>、价格、地点以及推广</span>，那<span style="color: black;">亦</span><span style="color: black;">便是</span><span style="color: black;">咱们</span>常说的<span style="color: black;">4P策略</span>。<span style="color: black;">此刻</span>谈到什么是营销，<span style="color: black;">大众</span><span style="color: black;">是不是</span><span style="color: black;">已然</span>有了答案？营销<span style="color: black;">便是</span>在适当的时间，适当的<span style="color: black;">地区</span>，以适当的价格，<span style="color: black;">经过</span>适当的信息沟通和推广手段，向适当的消费者<span style="color: black;">供给</span><span style="color: black;">制品</span>和服务。</span><span style="color: black;">好，接下来<span style="color: black;">咱们</span><span style="color: black;">一块</span>展开看一下<span style="color: black;">4P策略</span>，<span style="color: black;">4P策略</span><span style="color: black;">指的是</span>product<span style="color: black;">制品</span>策略。Price定价策略。Please<span style="color: black;">营销</span><span style="color: black;">途径</span>以及promotion促销推广策略。卖家会在发展进程中灵活制定<span style="color: black;">4P策略</span>，来应对<span style="color: black;">区别</span>的<span style="color: black;">目的</span>市场和消费者，从而实现营销<span style="color: black;">目的</span>。</span><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">一块</span>看一下，<span style="color: black;">大众</span>几乎人手一件的优衣库是<span style="color: black;">怎样</span>面向国内消费者制定<span style="color: black;">4P策略</span>的。</span><span style="color: black;"><span style="color: black;"><span style="color: black;">首要</span>在<span style="color: black;">制品</span>端</span>优衣库<span style="color: black;">供给</span>多种款式和具备季节性功能的服装，这能够满足<span style="color: black;">区别</span>类型消费者的需要。<span style="color: black;">在价格层面来看</span>，讲求性价比是优衣库的特点，优衣库面向的是终端消费族群，定价<span style="color: black;">重点</span>在199~499元之间。在<span style="color: black;">线上<span style="color: black;">营销</span><span style="color: black;">途径</span></span>的<span style="color: black;">选取</span>上，优衣库<span style="color: black;">重点</span>在各大电商和社交平台，以及国内独有的<span style="color: black;">微X</span>小程序上售卖，这些<span style="color: black;">亦</span>是国内消费者常用的购物<span style="color: black;">途径</span>。<span style="color: black;">从推广的<span style="color: black;">途径</span>来看</span>，优衣库<span style="color: black;">重点</span>借助社交<span style="color: black;">媒介</span>营销以及<span style="color: black;">宣传</span>引流的方式与消费者进行沟通。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/aF3ic5TsibZia706CnDfBmnPCqBiblx0I89ac6CFKmrwWfB5mAMHcfuB41UibMhiaVm04gbLL8ibpEtZqFL46AkkkkZpg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">看完优衣库在国内电商平台关于<span style="color: black;">4P策略</span>的应用，<span style="color: black;">咱们</span>再<span style="color: black;">瞧瞧</span><span style="color: black;">国外电商Shapermint</span>是<span style="color: black;">怎样</span>灵活组合<span style="color: black;">4P策略</span>的，<span style="color: black;">大众</span><span style="color: black;">亦</span>许<span style="color: black;">无</span>听过这个牌子，Shapermint是一家售卖瘦身衣，睡衣、泳装、打底裤和连体衣的电商<span style="color: black;">机构</span>。从模特宣传图来看，<span style="color: black;">咱们</span>不难看出<span style="color: black;">她们</span>的消费者定位是女性群体，卖家针对<span style="color: black;">区别</span>身形的女性<span style="color: black;">供给</span>符合<span style="color: black;">她们</span>身材的<span style="color: black;">制品</span>。<span style="color: black;">另一</span> Shapermint定价<span style="color: black;">重点</span>在30~50美金，面向中高端消费族群，<span style="color: black;">营销</span><span style="color: black;">途径</span>的<span style="color: black;">选取</span>上，<span style="color: black;">Shapermint</span><span style="color: black;">重点</span>在独立站进行<span style="color: black;">营销</span>，这<span style="color: black;">亦</span>是国外电商与国内电商在售卖<span style="color: black;">途径</span><span style="color: black;">选取</span>上的<span style="color: black;">重点</span>差别。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/aF3ic5TsibZia706CnDfBmnPCqBiblx0I89a3icjSxeiaZlg09kPGtae8jIkV02NqiaQ1t6cbQicicILdeGNcDlO7xBTlNQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">可能有人想问什么是独立站？</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">简单<span style="color: black;">来讲</span><span style="color: black;">便是</span>国外<span style="color: black;">机构</span>官网！关于独立站，<span style="color: black;">咱们</span>会在后面的课程为<span style="color: black;">大众</span><span style="color: black;">仔细</span>讲解。</p>
</span><span style="color: black;">最后<span style="color: black;">咱们</span><span style="color: black;">来讲</span>说推广和<span style="color: black;">宣传</span>引流，<span style="color: black;">Shapermint</span>在国外的推广方式<span style="color: black;">重点</span>是社交<span style="color: black;">媒介</span>营销，<span style="color: black;">例如</span>课件上展示的Facebook ads，还有Instagram，<span style="color: black;">宣传</span>引流<span style="color: black;">重点</span><span style="color: black;">经过</span>谷歌<span style="color: black;">宣传</span>。Youtube ads以及seo搜索引擎优化，关于seo搜索引擎优化，<span style="color: black;">咱们</span>会在后续的课程中为<span style="color: black;">大众</span>重点讲解，<span style="color: black;">亦</span>会在后续的课程中带领<span style="color: black;">大众</span><span style="color: black;">一块</span><span style="color: black;">认识</span>这些<span style="color: black;">媒介</span>属性的相同点和<span style="color: black;">区别</span>点。</span><span style="color: black;">看完了优衣库和<span style="color: black;">Shapermint</span>这两个案例，<span style="color: black;">咱们</span><span style="color: black;">能够</span>简单归纳一下营销策略的概念，<span style="color: black;">营销策略<span style="color: black;">便是</span>将对的<span style="color: black;">制品</span>用对的价格，在对的时间，投放在对的地点。</span><span style="color: black;">做为</span>商家在制定<span style="color: black;">4P策略</span>时，<span style="color: black;">亦</span>要<span style="color: black;">留意</span>竞争对手的营销策略。<span style="color: black;">倘若</span>你是商家，你会<span style="color: black;">怎样</span>在<span style="color: black;">区别</span>环境下运用<span style="color: black;">4P策略</span>实现营销<span style="color: black;">目的</span>呢？</span><span style="color: black;"><span style="color: black;"><span style="color: black;">此刻</span><span style="color: black;">咱们</span>再来看一下数字营销是什么？</span>学习过市场营销的<span style="color: black;">伴侣</span><span style="color: black;">必定</span>对这个概念不陌生，通俗的来讲，数字营销<span style="color: black;">便是</span>在网络上<span style="color: black;">经过</span>数字传播<span style="color: black;">途径</span>来推广<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>，数字营销又有<span style="color: black;">那些</span><span style="color: black;">优良</span>呢？与传统营销相比，数字营销是<span style="color: black;">即时</span>的<span style="color: black;">关联</span>的可定制的节省成本的，且数字营销的覆盖范围更加广泛，还<span style="color: black;">包括</span>了网络<span style="color: black;">途径</span>外的电视、广播等非互联网<span style="color: black;">途径</span>，<span style="color: black;">把握</span>了数字营销的<span style="color: black;">基本</span>概念后，<span style="color: black;">咱们</span>接下来进入数字营销生态的学习，<span style="color: black;">咱们</span>将<span style="color: black;">经过</span>对比国内外<span style="color: black;">平常</span>的数字营销生态内用户<span style="color: black;">行径</span>的差异，帮助<span style="color: black;">大众</span>更好的理解数字营销生态<span style="color: black;">是由于</span>什么<span style="color: black;">形成</span>的。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/aF3ic5TsibZia706CnDfBmnPCqBiblx0I89ar6mVFahg8icYTEicoPoKUoVFd7ribmxzibkbHPdhFsFfOiau8X9IRnuFhHA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">首要</span>让<span style="color: black;">咱们</span><span style="color: black;">一块</span>来<span style="color: black;">瞧瞧</span>国内一个<span style="color: black;">平常</span>的数字营销生态类用户<span style="color: black;">行径</span>是<span style="color: black;">怎么样</span>的。<span style="color: black;">例如</span>6点起床时打开QQ音乐收听<span style="color: black;">爱好</span>的歌曲，上班的路上<span style="color: black;">瞧瞧</span>小红书或是刷刷<span style="color: black;">伴侣</span>圈等社交平台，上班时登陆QQ邮箱处理邮件，<span style="color: black;">晌午</span><span style="color: black;">休憩</span>时逛逛淘宝，下班后<span style="color: black;">经过</span><span style="color: black;">公众</span>点评查看餐厅信息，<span style="color: black;">夜晚</span>睡觉前打开<span style="color: black;">微X</span>和家人<span style="color: black;">伴侣</span>聊聊天，<span style="color: black;">这般</span>的用户<span style="color: black;">行径</span><span style="color: black;">大众</span>应该很<span style="color: black;">熟练</span>，相信大部分人的<span style="color: black;">平常</span>都和差不多。刚才例子中<span style="color: black;">说到</span>的QQ音乐，淘宝还有<span style="color: black;">公众</span>点评，这些都是数字营销生态的<span style="color: black;">形成</span>。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/aF3ic5TsibZia706CnDfBmnPCqBiblx0I89asHCDU8ico6FNliaTcr9wcEZ8Q4Eiah5bGNWzt6KDRy2OwecvoBdic9lezQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">那样</span>国内数字营销生态<span style="color: black;">重点</span>有<span style="color: black;">那些</span>类别呢？</span>针对<span style="color: black;">区别</span>的<span style="color: black;">媒介</span>属性，<span style="color: black;">咱们</span>其实<span style="color: black;">能够</span>简单的进行<span style="color: black;">归类</span>，例如电商类，<span style="color: black;">大众</span>常用的天猫、京东、淘宝都属于这一类别。视频类常用的追剧网站，爱奇艺、腾讯、优酷、B站等短视频类，<span style="color: black;">例如</span><span style="color: black;">此刻</span>很火的抖音快手，社区类<span style="color: black;">例如</span>知乎，<span style="color: black;">大众</span>种草拔草的小红书都属于这一类。社交类有<span style="color: black;">大众</span>看热搜的<span style="color: black;">博客</span>，搜索类例如百度，音乐类的网易云音乐等，还有智慧零售类、工具类和智能硬件类等。<span style="color: black;">大众</span><span style="color: black;">能够</span>仔细<span style="color: black;">瞧瞧</span>课件中<span style="color: black;">陈列</span>的<span style="color: black;">区别</span><span style="color: black;">归类</span>及<span style="color: black;">表率</span>的<span style="color: black;">媒介</span>，需要<span style="color: black;">重视</span>的是<span style="color: black;">非常多</span><span style="color: black;">媒介</span><span style="color: black;">一般</span>是具备多种属性，<span style="color: black;">不可</span>只是简单的将它们归在某一特定的类别下面。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/aF3ic5TsibZia706CnDfBmnPCqBiblx0I89agRJ7hKID4ibMeMefXxXw0T0KUX3LicrunaVvnxZjmhoCdhw9zDTVMZNg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">这儿</span><span style="color: black;">咱们</span><span style="color: black;">选取</span><span style="color: black;">她们</span>最为<span style="color: black;">明显</span>的<span style="color: black;">媒介</span>属性进行<span style="color: black;">归类</span>来给<span style="color: black;">大众</span>举例，是为了方便<span style="color: black;">大众</span>理解<span style="color: black;">媒介</span>属性这一概念，接下来让<span style="color: black;">咱们</span>做一个小小的思考，国内比较受欢迎的音乐、视频、社区、社交、搜索类等应用，对应到美国的数字营销生态中是<span style="color: black;">那些</span>应用呢？</span><img src="https://mmbiz.qpic.cn/mmbiz_png/aF3ic5TsibZia706CnDfBmnPCqBiblx0I89aYCrdVZg4PrKicp1N87v4PfELItXZdnSAZbqP7tbxKt7U9MtFm2lSolw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">美国数字营销生态内用户<span style="color: black;">行径</span>又是<span style="color: black;">怎么样</span>的呢？<span style="color: black;">大众</span><span style="color: black;">能够</span>仔细观察一下课件上美国数字营销生态内的用户<span style="color: black;">行径</span>，相信很容易就能找到上面两个问题的答案了。国外用户在上班的路上可能<span style="color: black;">运用</span>YouTube听音乐看视频，<span style="color: black;">休憩</span>的时候用Facebook instgram或whats up与<span style="color: black;">伴侣</span>家人联系以及查看<span style="color: black;">伴侣</span>新动态。<span style="color: black;">经过</span>谷歌展示联盟，例如YouTube或是互联网上的其他<span style="color: black;">资讯</span>网络，例如BBC CNN<span style="color: black;">认识</span><span style="color: black;">资讯</span>，<span style="color: black;">这儿</span>要<span style="color: black;">尤其</span>强调的是国外用户<span style="color: black;">运用</span>Gmail的频率非常高，<span style="color: black;">由于</span><span style="color: black;">她们</span>不仅会<span style="color: black;">运用</span>Gmail处理工作，<span style="color: black;">亦</span>会<span style="color: black;">经过</span>Gmail与<span style="color: black;">伴侣</span>联系，综合国内和美国的<span style="color: black;">平常</span>数字营销生态内的用户<span style="color: black;">行径</span>，<span style="color: black;">咱们</span><span style="color: black;">能够</span>将数字营销生态的组<span style="color: black;">成份</span>为以下6大类，网站、APP、搜索引擎、社交<span style="color: black;">媒介</span>、电子邮件、内容网站以及电商平台。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/aF3ic5TsibZia706CnDfBmnPCqBiblx0I89a5hYiaEKLFiaoHiagZMnU14nhXiaHgic0RVTfofoDUvlslZ1oiaSUP7tz5epw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">从搜索引擎来看，国内<span style="color: black;">咱们</span>习惯用百度进行搜索，而国外用户<span style="color: black;">通常</span><span style="color: black;">运用</span>的搜索引擎是谷歌，雅虎等。<span style="color: black;">这儿</span>要<span style="color: black;">尤其</span>提一下国内外用户<span style="color: black;">运用</span>搜索引擎的习惯差异，国内用户在购物之前很少<span style="color: black;">运用</span>搜索引擎去搜索<span style="color: black;">关联</span>信息，而<span style="color: black;">国外用户却习惯在购物之前<span style="color: black;">运用</span>谷歌做<span style="color: black;">仔细</span>的购买功课，<span style="color: black;">她们</span>会用谷歌去搜索，比较查看产品<span style="color: black;">关联</span>测评来获取<span style="color: black;">更加多</span><span style="color: black;">制品</span>信息，因而谷歌搜索引擎的<span style="color: black;">运用</span>频率<span style="color: black;">亦</span>更高。</span></span><span style="color: black;">说到社交<span style="color: black;">媒介</span>，国内<span style="color: black;">大众</span>比较<span style="color: black;">熟练</span>的是<span style="color: black;">博客</span>，国外用户常用的则是Facebook、Twitter等。在电子邮件中差异化比<span style="color: black;">很强</span>的是约9成外国人都会<span style="color: black;">运用</span>Gmail来进行工作和生活的沟通，但在国内很少有人生活中会用邮件的方式和家人<span style="color: black;">伴侣</span>沟通。</span><span style="color: black;">关于内容网站，国内<span style="color: black;">大众</span><span style="color: black;">熟练</span>的有小红书b站等，美国则是以YouTube平台为首，最后关于电商平台，国内<span style="color: black;">重点</span>是淘宝、京东，国外对应的是亚马逊、eBay。<span style="color: black;">第1</span>课关于数字营销与数字营销生态的<span style="color: black;">形成</span>就分享到<span style="color: black;">这儿</span>。<span style="color: black;">大众</span>是不是对数字营销与数字营销生态的<span style="color: black;">形成</span>有了新的认识呢？下节课<span style="color: black;">咱们</span>要<span style="color: black;">一块</span>学习的是数字营销<span style="color: black;">途径</span>与数字<span style="color: black;">宣传</span>，<span style="color: black;">大众</span>下节课见。</span><span style="color: black;">点击<span style="color: black;">阅读原文</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">进入 2020谷歌数字营销人才培养计划 报名链接~</p>
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我赞同你的看法，你的智慧让人佩服，谢谢分享。 你的话深深触动了我，仿佛说出了我心里的声音。 认真阅读了楼主的帖子，非常有益。 你的见解真是独到，让我受益匪浅。
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