Formation/Cours

1. – Better identify the challenges encountered by companies in a multi-channel distribution model
2. – Better embrace the opportunities offered by new technologies (Internet, Mobile, Social Media, Tablet etc.) in a new “omni channel distribution” environment.
3. – Manage the different techniques to improve customer experience (segmentation, mobile application design, cross channel experience etc.)
4. – Increase leads and sales per channel (SEO, SEM, display etc.) and cross channel (Ropo effect, role of each channel in the customer acquisition process service etc.).
5. – Measure the effectiveness of a multi-channel strategy
The course will be illustrated with the best in class examples from different industries.

Introduction.Major digital trends and challenges 2010-2016 (Google Penguin, Responsive design, geolocalisation, big data etc.)
– Display, RTB, SEO, SEA (definitions, interactions with the sales funnel)
– Social media (What are the main social media, Which customers use Social Media, What are their expectations?)
– Social media (How to design and implement a social media strategy (focusing on sales, customer support and branding) …)
– Mobile (The key steps to design and implement a Mobile strategy, Mobile payment…)
– T Commerce (Definition, Issues, Usages…)
– Web to store and Mobile to store, Ropo effect,
– How to use digital channels to increase sales in physical stores? Connected stores
– Cross channel distribution (how to combine the different channels to increase customer experience and sales?
– Conclusion