光华讲坛——社会名流与企业家论坛第6612期
主题：全球胜任力讲座（第20期）Social Media, Content Marketing and Influencers 数字化市场营销：社交媒体、内容营销与流量
主讲人：哥伦比亚大学商学院市场营销教授 JeremyKagan
主持人：特拉华数据科学学院 杨石磊
时间：10月24日 20:00—21:00
举办地点：会议ID：811—5372—7403
主办单位：特拉华数据科学学院 科研处
主讲人简介：
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教授是一名成长和创新顾问，也是企业、初创公司和数字媒体公司的顾问。他曾任哥伦比亚商学院尤金·朗创业中心主任，负责监督创业课程、学生项目、风险投资基金和哥伦比亚创业实验室。在那里，他启动了哥伦比亚校友虚拟加速器（CAVA）和企业创新计划，与公司和学生企业家合作，在他们感兴趣的领域创业。Kagan教授目前仍然是中心的管理层之一，也是哥伦比亚创业实验室的常驻导师。他是哥伦比亚创业年度商业计划竞赛和SIPA社会影响创业学院院长挑战赛的评委。
他还是数字营销教授和数字营销战略高管教育项目的主任，教授研究生和高管教育课程。他的书《数字营销：战略与战术》是第一本数字营销教科书，于2018年由威塞克斯出版社出版。他的新书《设计成功的企业加速器》也于2021年在威利出版社发行。
Kagan教授之前是数字化市场营销平台Pricing Engine的创始人兼首席执行官，使企业能够对其搜索和社交广告活动进行基准测试、优化和扩展。他一直是数字媒体行业的发言人和企业培训师，他的客户包括内容、服务和电子商务公司，以及需要数字媒体专业知识的传统广告公司。Kagan教授之前曾在索尼音乐娱乐的全球数字业务部门工作，担任全球客户管理副总裁，与诺基亚和索尼爱立信等大型合作伙伴合作。在此之前，他是领先的数字广告公司Publicis Modem的副总裁兼战略和客户洞察总监，负责研究和创新部门。
内容简介：
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.
数字时代，互联网的超高速发展催生新的营销战术层出不穷，营销渠道不断拓展，在品牌和消费者之间构筑了全新的市场生态。客户触点营销理论模式的迭代与发展恰又构成了互联网的数据洪流。营销专家凯文·克兰斯提到：“市场营销越来越多地成为一门科学而不是艺术。它不再是依靠直觉、预感、激情和经验，分析技术在提高营销活动的绩效中所起的作用已经越来越显著。”在信息和资讯铺天盖地，原有品牌效果被稀释的今日，采用何种营销战略与战术，可以帮助品牌赢得消费者的青睐？在此，Jeremy Kagan教授将带领学生围绕社交媒体、内容营销与网红流量，分析数字化市场营销策略与技巧。
