Formation/Cours

At the end of the course, the student should be able :
– Better identify the challenges encountered by companies in a multi channel distribution model
– Better embrace the opportunities offered by new technologies (Internet, Mobile, Social Media, Tablet etc.) in a new “cross channel distribution” environment.
– Manage the different techniques to improve customer experience (segmentation, mobile application design, cross channel experience etc.)
– 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.).
– 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 2010-2015 (Google Penguin, Responsive design, geolocalisation, big data etc.)
– Display, SEO, SEA (definitions, interactions with the sales funnel)
– Display, SEO, SEA (how to design a SEA marketing campaign?)
– Social media (What are Social Media and Social CRM? What are the issues?)
– 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?
– Cross channel distribution (how to combine the different channels to increase customer experience and sales?
– Conclusion