光華講壇——社會(huì)名流與企業(yè)家論壇第6612期
主題：全球勝任力講座（第20期）Social Media, Content Marketing and Influencers 數(shù)字化市場(chǎng)營(yíng)銷(xiāo)：社交媒體、內(nèi)容營(yíng)銷(xiāo)與流量
主講人：哥倫比亞大學(xué)商學(xué)院市場(chǎng)營(yíng)銷(xiāo)教授 JeremyKagan
主持人：特拉華數(shù)據(jù)科學(xué)學(xué)院 楊石磊
時(shí)間：10月24日 20:00—21:00
舉辦地點(diǎn)：會(huì)議ID：811—5372—7403
主辦單位：特拉華數(shù)據(jù)科學(xué)學(xué)院 科研處
主講人簡(jiǎn)介：
Prof. Jeremy Kagan is a growth and innovation consultant, and advisor to corporations, startups and digital media companies. He is the former Managing Director of the Eugene Lang Center for Entrepreneurship at Columbia Business School, where he oversaw the entrepreneurial curriculum, student programs, the Lang venture capital fund, and the Columbia Startup Lab. While there, he launched the Columbia Alumni Virtual Accelerator (CAVA), and the corporate innovation program, partnering companies and student entrepreneurs to start businesses in their areas of interest. Kagan remains on the board of the Lang Center, and is a Mentor in Residence at the Columbia Startup Lab. He is a judge of the Columbia Entrepreneurship annual business plan competition and the SIPA Dean’s Challenge for Social Impact startups.
He is also a Professor of Digital Marketing, and Faculty Director of the Digital Marketing Strategy executive education program, and teaches both graduate and executive education classes. His book “Digital Marketing: Strategy and Tactics”, the first textbook for digital marketing, was published in 2018 by the Wessex Press. His new book “Designing the Successful Corporate Accelerator” was released from Wiley in 2021.
Kagan previously was the founder and CEO of Pricing Engine, a digital marketing platform that enabled small businesses to benchmark, optimize and expand their search and social advertising campaigns. Kagan has been a speaker and corporate trainer in the digital media industry, where his clients include companies in content, services, and e-commerce, as well as traditional advertising agencies needing digital media expertise. Kagan previously worked at Sony Music Entertainment in the Global Digital Business, where he was the Vice President of Global Account Management, working with large partners such as Nokia and Sony Ericsson. Before this, he was Vice President/Director of Strategy and Customer Insight for Publicis Modem, a leading digital advertising agency, where Kagan headed research and innovation out of the New York office.
Jeremy Kagan教授是一名成長(zhǎng)和創(chuàng)新顧問(wèn)，也是企業(yè)、初創(chuàng)公司和數(shù)字媒體公司的顧問(wèn)。他曾任哥倫比亞商學(xué)院尤金·朗創(chuàng)業(yè)中心主任，負(fù)責(zé)監(jiān)督創(chuàng)業(yè)課程、學(xué)生項(xiàng)目、風(fēng)險(xiǎn)投資基金和哥倫比亞創(chuàng)業(yè)實(shí)驗(yàn)室。在那里，他啟動(dòng)了哥倫比亞校友虛擬加速器（CAVA）和企業(yè)創(chuàng)新計(jì)劃，與公司和學(xué)生企業(yè)家合作，在他們感興趣的領(lǐng)域創(chuàng)業(yè)。Kagan教授目前仍然是中心的管理層之一，也是哥倫比亞創(chuàng)業(yè)實(shí)驗(yàn)室的常駐導(dǎo)師。他是哥倫比亞創(chuàng)業(yè)年度商業(yè)計(jì)劃競(jìng)賽和SIPA社會(huì)影響創(chuàng)業(yè)學(xué)院院長(zhǎng)挑戰(zhàn)賽的評(píng)委。
他還是數(shù)字營(yíng)銷(xiāo)教授和數(shù)字營(yíng)銷(xiāo)戰(zhàn)略高管教育項(xiàng)目的主任，教授研究生和高管教育課程。他的書(shū)《數(shù)字營(yíng)銷(xiāo)：戰(zhàn)略與戰(zhàn)術(shù)》是第一本數(shù)字營(yíng)銷(xiāo)教科書(shū)，于2018年由威塞克斯出版社出版。他的新書(shū)《設(shè)計(jì)成功的企業(yè)加速器》也于2021年在威利出版社發(fā)行。
Kagan教授之前是數(shù)字化市場(chǎng)營(yíng)銷(xiāo)平臺(tái)Pricing Engine的創(chuàng)始人兼首席執(zhí)行官，使企業(yè)能夠?qū)ζ渌阉骱蜕缃粡V告活動(dòng)進(jìn)行基準(zhǔn)測(cè)試、優(yōu)化和擴(kuò)展。他一直是數(shù)字媒體行業(yè)的發(fā)言人和企業(yè)培訓(xùn)師，他的客戶(hù)包括內(nèi)容、服務(wù)和電子商務(wù)公司，以及需要數(shù)字媒體專(zhuān)業(yè)知識(shí)的傳統(tǒng)廣告公司。Kagan教授之前曾在索尼音樂(lè)娛樂(lè)的全球數(shù)字業(yè)務(wù)部門(mén)工作，擔(dān)任全球客戶(hù)管理副總裁，與諾基亞和索尼愛(ài)立信等大型合作伙伴合作。在此之前，他是領(lǐng)先的數(shù)字廣告公司Publicis Modem的副總裁兼戰(zhàn)略和客戶(hù)洞察總監(jiān)，負(fù)責(zé)研究和創(chuàng)新部門(mén)。
內(nèi)容簡(jiǎn)介：
In the digital age, the rapid evolution of the internet has given rise to an array of innovative marketing tactics and continually expanding marketing channels, forging a novel market ecosystem between brands and consumers. The iterative development of customer touchpoint marketing theory perfectly aligns with the data deluge in the realm of the internet. Marketing expert Kevin Crans posits, "Marketing is increasingly becoming a science rather than an art. It no longer relies solely on intuition, gut feeling, passion, and experience; the role of analytical techniques in enhancing the performance of marketing activities has become increasingly significant." In a landscape inundated with information and content, where the impact of established brands may be diluted, what marketing strategies and tactics can be employed to win the favor of consumers? To explore this, Prof. Jeremy Kagan will guide students in analyzing digital marketing strategies and techniques with a focus on social media, content marketing, and influencer-driven traffic.
數(shù)字時(shí)代，互聯(lián)網(wǎng)的超高速發(fā)展催生新的營(yíng)銷(xiāo)戰(zhàn)術(shù)層出不窮，營(yíng)銷(xiāo)渠道不斷拓展，在品牌和消費(fèi)者之間構(gòu)筑了全新的市場(chǎng)生態(tài)?？蛻?hù)觸點(diǎn)營(yíng)銷(xiāo)理論模式的迭代與發(fā)展恰又構(gòu)成了互聯(lián)網(wǎng)的數(shù)據(jù)洪流。營(yíng)銷(xiāo)專(zhuān)家凱文·克蘭斯提到：“市場(chǎng)營(yíng)銷(xiāo)越來(lái)越多地成為一門(mén)科學(xué)而不是藝術(shù)。它不再是依靠直覺(jué)、預(yù)感、激情和經(jīng)驗(yàn)，分析技術(shù)在提高營(yíng)銷(xiāo)活動(dòng)的績(jī)效中所起的作用已經(jīng)越來(lái)越顯著。”在信息和資訊鋪天蓋地，原有品牌效果被稀釋的今日，采用何種營(yíng)銷(xiāo)戰(zhàn)略與戰(zhàn)術(shù)，可以幫助品牌贏(yíng)得消費(fèi)者的青睞？在此，Jeremy Kagan教授將帶領(lǐng)學(xué)生圍繞社交媒體、內(nèi)容營(yíng)銷(xiāo)與網(wǎng)紅流量，分析數(shù)字化市場(chǎng)營(yíng)銷(xiāo)策略與技巧。
