Online Marketing Strategies | CurtinX on edX

Online Marketing Strategies | CurtinX on edX


DR BILLY SUNG: The online
world is changing very rapidly. The digital world is moving into every
single aspect of the consumer journey. By 2025, there will
be 75 billion devices that are connected to the internet. What these sensors could do is
notify you when you need a product. Even when we look at
offline marketing, we also have the digital aspect
– digital signage. They’re now equipped with facial
recognition software that actually recognises your gender and your age. And they will actually serve you the
most relevant advertisements that they have, based on your age and gender. What customers expect is the
most relevant ads to them. Online advertising now are all
customised and personalised based on your demographics, your interests,
your behaviour that you actually exhibit online. Customers nowadays, don’t
trust businesses and brands. They actually trust their friends, their
family, and even a stranger’s review. When businesses invest in
celebrities, they actually are more trustworthy
than brand information that is served to those customers. So the unit is called
Online Marketing Strategies. We have designed 12 weeks
of interactive courses on different contemporary
issues in digital marketing. We’re looking at social media marketing,
search engine optimisation, search engine marketing, including how we could
actually implement an AdWords campaign. We’ll also look at how we can use
digital analytics software to actually analyse and evaluate the marketing
effects of brand emphasis online. We’ll also look at different
digital innovations, such as wireless analytics. We’ll look at how we can
optimise website design, how we apply traditional marketing
mix, or marketing theories, into the digital world.

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