Unit 4（课件）-《跨境电商英语》同步教学（大连理工大学出版社）

Digital Marketing Learning Objectives Master how to structure a digital marketing plan. Unit ４ Master some digital marketing channels. Master how to write a persuasiveemail with an engaging subject line. part 1　Lead-in part 2　Reading A part 3　Listening A & Speaking A part 4　Reading B part 5　Listening B & Speaking B part 6　Writing part 7　Case Study An Overview of Digital Marketing A. Choose a proper term for each of the following marketing channels from a-h. 　　　　　　Terms a. Newspapers 　　　 b. Prints c. Social Media 　　 d. Radio Broadcasting e. TV Marketing 　　　 f. Email Marketing g. Billboard h. Pay Per Click(PPC) e a c b d h f g PartⅠ Lead-in B. Identify which of the above marketing channels belong to the traditional way and which belong to the digital way. Traditional Marketing Digital Marketing Newspapers, Prints, TV Marketing Radio Broadcasting, Billboard Social Media, Email Marketing, Pay Per Click PartⅠ Lead-in Words & Expressions print [prɪnt] n. 印刷品 broadcasting [ˈbrɔːdkɑːstɪŋ] n. （电台、电 视台的）广播 billboard [ˈbɪlbɔːd] n. 广告牌 traditional [trəˈdɪʃənl] adj. 传统的 digital marketing 数字化营销 marketing channel 营销渠道 social media 社交媒体 pay per click 点击付费广告 PartⅠ Lead-in Digital Marketing Channels 　　With the rapid development of the Internet, some digital marketing channels emerge as the indispensable ways to promote a new business, product or service. It is important for online businesses to know how to utilize them to generate leads and increase sales. PartⅡ Reading A Discussion Task Before you read the passage, discuss these questions. 1. How much do you know about the digital marketing channels? Social media are web-based communication tools that enable people to interact with each other by sharing and consuming information. SEO stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.Paid search is a type of contextual advertising where site owners pay a fee