Advertising marketing methods have been constantly updated and iterated as the digital era has progressed, from web page banners to bidding ranking advertisements, from stylized purchases to news feed advertisements. A new round of digital technology is on the way as new concepts and phenomena emerge, such as Metaverse, NFT, and Web 3.0. Another joint teaching activity was held between Xi'an Eurasia University's School of Culture & Media and the University of Missouri's School of Journalism. On October 10, 2022, the Missouri Teaching Week 2022 on "Digital Media Marketing Strategies and Consumer Decisions" began.
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Xi'an Eurasia University & University of Missouri Teaching Week Opens Again
Focus On Trends in Marketing & Open a New Horizon of Communication
As we continued to pay close attention to new technology trends as in previous Missouri Teaching Weeks, Brad Best, Associate Professor of Strategic Communications at the University of Missouri, and Dr. Zhang Yuyan, the director of the China Cooperation Program of the Global Exchange Program Center of the Missouri School of Journalism, were invited. They would lead students to explore the digital world from the perspective of marketing strategies and digital media consumption. Hao Chunyi, Deputy Dean of the School of Culture & Media, Cao Xiaojuan, Assistant to the Dean, and some teachers and students in 2021 majoring in Internet and New Media attended the opening ceremony, which was hosted by Fan Rong, Assistant to the Dean of the School of Culture & Media.
This was the thirteenth year that Xi'an Eurasia University's School of Culture & Media collaborated with the University of Missouri's School of Journalism in the United States. Dr. Zhang Yuyan, one of the organizers of previous Missouri Teaching Weeks, stated in his speech that Xi'an Eurasia University and the University of Missouri had reached various forms of friendly cooperation in previous in-depth exchanges and visits, and this Teaching Week would also bring an abundance of teaching modules.
Over the years, the School of Culture & Media at Xi'an Eurasia University and the University of Missouri have consistently promoted in-depth dialogues, refined consensus on collaborative innovation, and offered vivid and interesting deep learning journeys for students through the exchange of rich and diverse cutting-edge topics. Hao Chunyi, Deputy Dean of the School of Culture & Media Media, states in her speech that the Missouri Teaching Week will examine and discuss the development of marketing communication from the perspective of media, as well as further envision the future of digital marketing. She also says that the teaching week fully conforms to Xi'an Eurasia University's school-running concept of "Being International, Valuing Application and Offering New Experiences", and will expand th
This Missouri Teaching Week will feature five teaching lectures, one teaching workshop, and one student work presentation on digital media marketing strategies. Following the opening ceremony, Associate Professor Brad Best and Dr. Zhang Yuyan will deliver the week's first teaching lecture, "Are you winning?"
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「Are you winning？」Opening Lecture: Are you Winning?
A Preliminary Exploration of the Digital World and Uncovering the Logic of Marketing Data
-The Mystery Behind the Data
Understanding consumer needs is a prerequisite for digital media marketers. Beginning with data statistics technology, Associate Professor Best analyzed the significance of consumer needs, purchase awareness, and website operation.
Data statistics can provide information about consumers' consumption goals and access channels, allowing operators to better operate web pages and continuously improve user consumption experiences. Using shopping websites as an example, Associate Professor Best systematically elaborates on the process of marketers obtaining network data. User analysis begins when Internet users enter the search interface, grasp the process of user behaviors, and summarizes the data to lay the groundwork for the analysis of its users.
-Are you safe?
In the era of big data, the Internet is closely intertwined with users' lives, scientific and technological services are linked to users' data, and digital technology has permeated every aspect of human life and work. How shall we protect individual information while enjoying big data services? Associate Professor Best interpreted it in terms of website operation rules, user information security, and other issues.
The difference between "http" and "https" is one letter, but the transportation security issues are vastly different. "https" is more secure than "http" and more user-friendly. Only by improving the website's transport layer security can users be more confident in using it, thereby increasing the average time spent on a web page and its entry rate, consolidating existing users, capturing potential users, improving conversion rate, and assisting businessmen in making better digital media marketing strategies.
-From Passivity to Independence
Successful online sales usually focus on users' interests, traffic generation, and connecting users' consumption experiences. According to this logic, operators need to start with digital statistical analysis to raise user awareness of their services.
Associate Professor Best believes that the key to the success of digital data analysis lies in three aspects of the statistical process: focusing on how users enter the website, encouraging the conversion of website users to consumers, and improving the conversion of each order of consumption. This allows you to better measure KPI, identify traffic differentiation, and accurately target customers. Interesting packaging can also draw the attention of consumers, enhancing the commercial effect of marketing.
Based on the dynamic development of the media industry, this teaching week has organized 5 teaching lectures, 1 teaching workshop, and 1 student work exhibition. We, together with the Missouri School of Journalism, look ahead to the future of digital media, uncovering secrets about the methods and skills of digital media platform marketing strategies, and guiding students to innovate the new paradigm of digital media marketing strategies. Stay tuned for the following teaching content!
Introduction to Missouri Teaching Week
In 2010, the School of Culture & Media of Xi'an Eurasia University and Missouri School of Journalism, University of Missouri, the top journalism school in the world, jointly launched "Missouri Teaching Week", marking the first time in history that a private college in China collaborated with a world-renowned journalism school to jointly cultivate students. Missouri School of Journalism's advanced teaching concepts in news reporting and media convergence have demonstrated strong advantages in the Curriculum Reform of the School of Culture & Media at Xi'an Eurasia University. For the past twelve consecutive years, from "Trends in Journalism" in 2010 to "Artificial Intelligence Applied in the Field of Journalism" in 2021, the School of Culture & Media at Xi'an Eurasia University has organized various activities such as international cooperation in running schools, exchange student program, and school visits for teachers, especially inviting American well-known experts in this field to speak about the frontier issues of global journalism. It has thus built an international exchange platform for cutting-edge media and education information, which has received praise and attention from many Chinese colleges and media.
(Written by sicywaa, Zhang Hongyu, and Xu Ruyi)
