全球数字营销电子书 - презентация

1

2 VASILY KASHKIN

3 3 ISBN // Vasily Kashkin UDС ::339.9 BBK Vasily Kashkin Istockphoto.com Freepik.com ISBN

4 4 ; ; ;

5 5 Vasily Kashkin 20 Vasily Vasily Kashkin.com.cn

6 : ? :

7 SMM 5.4. :GDPR : :

8 8 : 50 Skype WhatsApp Zoom

9 9 20 IT

10 10 : ( ) IT ( )

11 11 :. ;. )

12 12 11.

13 1 13 B2C & o SEO; o ; o ; o B2B: ( ) o ; o

14 1 14 o SEO; o ; o Web ; o : o ; o /

15 1 15 () 1.2.? ? / / ().. ;.( ).();. ()

16 1 16 ( ) : 100% 65% 25% 10%

17 ! : 1) 2) B2B ( ) / / ! / ? / ( ) /

18 % 20% 80% 20% 5% 15% 1% 5%

19 % 5% 1.;(); (90%) (10%) 10% 70% 90%

20 1 20 : ;.

21 B2B B2B B2C IT B2B 7000 ? ( ) B2B.;. B2B.();.;. ()

22 22 - ; ( );. ;.. ( Eurostat );. ;. ( )

23 ; - ( SEO ) - ; - ; - - ?; - ?; - ; - (ROMI)

24 SEO AdWords ; - ; - B2B ; - SEO( ) AdWords

25 ( );. ; ;., ;. ;. LinkedIn Facebook( ) ( ) Vk.com( )

26 Brand24 Socialbakers Unionmetrics Trackur Trends AdWords Buzzsumo Paralleldots Socialmention /.. ( ).. /..

27 LIWC SAS Text Miner IBM Watson Meaning Cloud MEM Lexalytics SPSS Modeler Text analytics Amazon understanding Cloud Natural Language Rosette Text analytics Platform Cat Coding Analysis Toolkit Angoos Knowledge Reader. ;. / ;.

28 28. / ;. ;. SEO( ) AdWords ; ;. (LIWC Lexalytics IBM SPSS text Analytics );. ;. (SPSS Statistica R Phyton, SQL);. ;.

29 ();.. SEO(;.;. ()

30 30 ( ) ( ) - ; - ; - ; -.

31 KPI () () *

32 /( ), (, ) 6500 / / / 4000 * /3-4

33 $ 10, $ 15, $ 25, $ 20, $ (5,000.00) $ 10, $ 18, $ 28, $ 24, $ (4,000.00) $ 10, $ 21, $ 31, $ 28, $ (3,000.00) $ 10, $ 24, $ 34, $ 32, $ (2,000.00) $ 10, $ 27, $ 37, $ 36, $ (1,000.00) $ 10, $ 30, $ 40, $ 40, $- $ 10, $ 33, $ 43, $ 44, $ 1, $ 10, $ 36, $ 46, $ 48, $ 2, $ 10, $ 39, $ 49, $ 52, $ 3, $ 10, $ 42, $ 52, $ 56, $ 4, $ 10, $ 45, $ 55, $ 60, $ 5, * ROMI *

34 ROMI ROMI ( ) () 2 -4 ( ).Facebook Twitter LinkedIn ;.;;.;.() A) ; B) ; D) ROMI

35 35 / (ROMI) () ROMI = / = 250% ROMI = / = 114%

36 ROMI = / = 56% ROMI = / = 276% * ; ROMI ROMI (114% ROMI ) ()

37 ROMI( ) 250% 276% 263% ( ROMI 114%) ( 1000) 163%(ROMI) 63%

38 38 ROMI 5 $9, $1, $1, $2, $2, $3, $3, $4, $4, $5, $5, $6, $10, $6, $10, $5, $11, $3, $11, $2, $12, $1, $12, $13, $13, $14, $14, $15, $ $1, $2, $4, $5, $6, * ROMI *

39 ().;. ();. GDPR;.;

40 ?; 2. ?; / - ; - ; ; - ; 3. ? ; 4. SEO AdWords SMM ; 5. ; 6. ; 7. ? ; 8.

41 KPI a) - ; - SEO( ); - KPI; - (UX) ; b) Yandex - AdWords; - ; - AdWords ; - Yandex AdWords Yandex ; c) - Facebook Twitter LinkedIn; - ; - Vkontakte; - ; d) - LinkedIn Facebook ; - ; - / ; e) / - ; g) - AdWords ; - ; - ; f) ( ) - ?; - ; -, ; -

42 SMM - ; 2. - ; - ; 3. - ; - ?; 4. - ; 5. - ; 6. - ; - KPI 4.4.

43 43 3 ( ) (ROMI) 114% 38% 6% 23% 14% 130% 122% 4% 2% 6% 56% 11% 144%3% 9% SMS 36% 7% 18% 7% 30% 156% 7% 118%

44

45 45 KOL l

46 (2) ( ) ( ) SEO( ) ( ),

47 47 (SMM) ( ) SMM SMM,

48 SMM SEO( ) ( ) 4. 5.

49 :GDPR ? GDPR( ) (General Data Protection Regulation) l GDPR cookie

50 50 80% ( B2B ; ) ( ) 100% 20% 5% 1%

51 ( ; KPI( ) KPI

52 52. ;. ; ;. ;. ;. ;. CRM( ) ;.. ;. CRM ;. KPI( )

53 53

54 ; 2. - ; ;

55 Camp ; - B2B SPIN ; - ; - ( ) ; - (Skype Zoom Ding ) ; - ; 5. - CRM ; - ; - / ; 6. - ; -

56 ( ) 100 ( ) 5000 ! ;

57 / / ( ) ( ) 100% 20% 20% 5% 1% ( )

58 58 ( ) ( ) KPI( )

59 ( IT )

60 : / /. / ;. ;.

61 )

62 ;

63 1. 63 Skype ( ) Deepl.com Yandex Translator( )

64

65 ) 2) 3) :) / CMS

66 PageSpeed Insights, PageSpeed Insights 90. WP ;. ;. CDN ;. CSS JS ( );. CSS Minifier JavaScript ;. HTTP ;. Gzip PageSpeed Ninja Autoptimize

67 upwork.com freelancer.com fiverr.com Italki.com

68 Getty.com..... GDPR ( 49 )

69 ( ) Mac / ipad / iphone Browsershots Browserling Internet Safari Opera Screenfly QQ ! ie IE NetRenderer ie9 ie8 ie7 ie6 ie : ie Safari IE

70 Safari UC QQ greatfirewallofchina.org viewdns.info websitepulse.com just-ping.com YiYun ( (html ) ( ) speed/pagespeed/insights/ Ddos friendly?hl=ru CSS JavaScript jigsaw.w3.org codebeautify.org CMS( )

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