Learn fundamentals of e-commerce and customer online behavior. You’ll figure out how to examine the web as an advertising medium, while also figuring out the tools needed to make your campaigns relevant online.

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Class Type Course
Location Orange County
Duration 10 weeks
Deadline 11/04/2016
Startdate 11/07/2016
WHO IS THIS FOR

E-commerce Creatives, Marketing Managers & Entrepreneurs

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ABOUT THE CLASS

Learn fundamentals of e-commerce and customer online behavior. You’ll figure out how to examine the web as an advertising medium, while also figuring out the tools needed to make your campaigns relevant online.

As a result of this workshop, you will learn:

  • Fundamentals of e-commerce
  • Strategies to reach your audience
  • How to build and measure successful online campaigns
  • Leverage relevant channels of online communications
  • Best practices of e-commerce from newest case studies

 

2.1  Intro. What is e-commerce? What are the differences between traditional and digital advertising, challenges and benefits of e-commerce advertising. How are brands forced to go digital? Value of SMI (Influencer) marketing, micro influencers, affiliate marketing. Channels of online communications. Case studies of the most famous e-commerce campaigns and most successful industry platforms.

 

2.2  Your target audience: intelligent guess vs reality. 
Learn how to determine your target audience online, validate the accuracy of your guess and how channels of communication can skew your results. Students will be presented with a case study and will learn software tools to determine their target audience. Each student will receive an assignment so they can go through this process themselves and present their findings in the next class.

 

2.3  Vital Factors of e-commerce. Learn about main KPIs and how to record performance.

  • Organic Search. Search engine ranking.
  • Conversion Rate
  • Customer vs visitor
  • Order Value
  • Intro to drop- shipping. Logistics of e-commerce to consider when coming up with campaigns.

 

2.4  Coming up with creative campaigns for advertising that correlate with objectives.

  • How to measure success of your campaign and build value of the brand.
  • EMV ( Earned Media Value).
  • Success practices of landing pages for campaigns.

 

2.5  E-mail ad campaigns. Setting up email funnels and developing intelligent email campaigns. Learn How to maintain and grow your email list vs triggering un-subscriptions. Case studies.

 

2.6   Direct response campaigns. E-commerce SMI campaigns and micro influencer campaigns. Measurements of success and Case studies.

 

2.7   Social media campaigns. CPM, CPC and CPA.

  • Google analytics
  • Google Ad words / Keywords manager, SEO optimization
  • How to set campaigns in Facebook
  • Audience customization.
ABOUT THE INSTRUCTOR

Natalia Chigireva is an award winning creative director from Europe, recognized for superior message development in integrated advertising campaigns and marketing strategies.

Over a decade in visual communications, integrated advertising and strategic marketing; five years in product development, project management, marketing data analysis and team leading for web-based SaaS solutions.

Track record of success in defining and implementing online marketing strategies and product launches with worldwide client base such as Johnnie Walker, Captain Morgan, Kronenbourg 1664, British American Tobacco, Avon, Audi, Toyota, Diesel and much more. Natalia Chigireva holds a MA in Computer Science and studied Visual Communication, Art and Design at University of Hertfordshire, UK.

Currently holds position of Brand Director and E-commerce Strategist for multiple successful new-commerce brands that have been featured as successful case studies on shopify blogs and e-commerce podcasts.

 

 

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