Worksheet: Understanding Digital Marketing, Social Media Marketing, and E-commerce
Урок английского «Интернет-маркетинг» включает широкий тематический спектр: цифровой маркетинг, социальные медиа и другое. Материал полезен маркетологам, smm-менеджерам, которые хотят улучшить знание английского языка в этой области.
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Область применения: материал идеально подойдет как для оффлайн занятия, так и для онлайн-уроков.
Возраст: от 20 лет.
Уровень: Upper Intermediate.
Цель урока:
- познакомиться с темой цифрового маркетинга, социальных медиа и электронной коммерции;
- освоить ключевые понятия и их определения, которые используется в теме «Интернет-маркетинг»;
- выполнить задания по расширению словарного запаса.
Навыки:
- отрабатываются навыки говорения, чтения и письма.
План урока:
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1. Vocabulary
Методические рекомендации
Cписок слов для самостоятельного изучения можно дать на дом ученикам. Во время урока можно дать следующие задания.
Первое: уточнить, насколько актуальны для российских реалий данные понятия, используются ли они, в каком контексте эти термины могут применяться.
Второе: привести примеры из реальной практики, когда эти термины могут использовать в речи. Третье: сделать задание на сопоставление понятий и определений.
Cписок слов для самостоятельного изучения можно дать на дом ученикам. Во время урока можно дать следующие задания.
Первое: уточнить, насколько актуальны для российских реалий данные понятия, используются ли они, в каком контексте эти термины могут применяться.
Второе: привести примеры из реальной практики, когда эти термины могут использовать в речи. Третье: сделать задание на сопоставление понятий и определений.
- Conversion: The process of turning a website visitor into a customer or taking any desired action on a webpage.
- Content Funnel: A marketing strategy that guides potential customers through various stages of the buying process by providing them with relevant content.
- Target Audience: The specific group of people who are most likely to be interested in a product or service and are the focus of marketing efforts.
- Search Engine Optimization (SEO): The practice of optimizing web content to rank higher in search engine results pages (SERPs) and increase organic traffic.
- Pay-Per-Click (PPC): An advertising model where advertisers pay a fee each time their ad is clicked, commonly used in search engine advertising.
- Influencer Marketing: A form of marketing that involves collaborating with influencers (individuals with a large and engaged following) to promote products or services.
- Call-to-Action (CTA): A prompt that encourages the audience to take a specific action, such as signing up for a newsletter or making a purchase.
- Engagement Rate: A metric used to measure the level of interaction (likes, comments, shares) that a piece of content receives relative to the total number of impressions.
- Conversion Rate Optimization (CRO): The process of improving the percentage of website visitors who take a desired action, such as making a purchase or filling out a form.
- Email Marketing: A digital marketing strategy that involves sending commercial messages to a group of people via email.
Вам могут пригодиться и другие планы уроков английского для высоких уровней:
2. Speaking
Примечание
Можно выбрать одну секцию для урока, а остальные — представить в качестве домашнего задания. Либо можно все задания выполнить на уроке.
Можно выбрать одну секцию для урока, а остальные — представить в качестве домашнего задания. Либо можно все задания выполнить на уроке.
Section 1.
- Discuss the advantages and disadvantages of social media marketing compared to traditional marketing methods with a partner.
- What are the key components of a successful digital marketing strategy?
- How does search engine optimization (SEO) contribute to digital marketing efforts?
- What role does content marketing play in digital marketing, and how can businesses leverage it effectively?
- How do businesses measure the effectiveness of their digital marketing campaigns?
- What are some emerging trends in digital marketing, and how are they shaping the industry?
- How do businesses identify their target audience on social media platforms?
- What are the advantages and disadvantages of using influencers in social media marketing campaigns?
- How can businesses use social media analytics to improve their marketing strategies?
- What ethical considerations should businesses keep in mind when engaging in social media marketing?
- How does social media advertising differ from organic social media marketing, and when is each approach appropriate?
Section 2.
Role-play a scenario where you are a digital marketing consultant presenting a marketing strategy to a client. Discuss the target audience, channels, and expected outcomes.
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3. Reading
Примечание
Работа с одним из текстов (на выбор) на уроке.
Работа с одним из текстов (на выбор) на уроке.
Reading Task 1.
Title: The Evolution of Social Media Marketing: From Engagement to Conversion
In the early days of social media, brands primarily used platforms like Vkontakte and Twitter to increase their online presence and engage with their audience. However, as social media marketing has evolved, so too have the strategies employed by businesses to drive tangible results and conversions.
Today, social media marketing goes beyond merely posting content and gaining likes or shares. It involves a strategic approach aimed at converting followers into customers. One of the key shifts in social media marketing is the focus on data-driven decision-making. By analyzing metrics such as engagement rate, click-through rate, and conversion rate, businesses can gain valuable insights into the effectiveness of their social media campaigns.
Moreover, the rise of social commerce has revolutionized the way brands sell their products online. Platforms like Instagram* and Pinterest now allow users to shop directly from posts, making it easier than ever for businesses to turn social media followers into paying customers.
To succeed in social media marketing today, businesses must prioritize personalized content and seamless user experiences. By understanding their target audience and tailoring their messaging accordingly, brands can build meaningful relationships with their followers and drive conversions.
Instagram принадлежит компании Meta Platforms Inc., деятельность которой признана экстремистской и запрещена на территории Российской Федерации.
In the early days of social media, brands primarily used platforms like Vkontakte and Twitter to increase their online presence and engage with their audience. However, as social media marketing has evolved, so too have the strategies employed by businesses to drive tangible results and conversions.
Today, social media marketing goes beyond merely posting content and gaining likes or shares. It involves a strategic approach aimed at converting followers into customers. One of the key shifts in social media marketing is the focus on data-driven decision-making. By analyzing metrics such as engagement rate, click-through rate, and conversion rate, businesses can gain valuable insights into the effectiveness of their social media campaigns.
Moreover, the rise of social commerce has revolutionized the way brands sell their products online. Platforms like Instagram* and Pinterest now allow users to shop directly from posts, making it easier than ever for businesses to turn social media followers into paying customers.
To succeed in social media marketing today, businesses must prioritize personalized content and seamless user experiences. By understanding their target audience and tailoring their messaging accordingly, brands can build meaningful relationships with their followers and drive conversions.
Instagram принадлежит компании Meta Platforms Inc., деятельность которой признана экстремистской и запрещена на территории Российской Федерации.
Task 1:
- Read the text on “The Evolution of Social Media Marketing.“
- Identify and summarize three key shifts in social media marketing discussed in the text.
- Discuss with a partner how social media marketing has evolved over the years and its impact on consumer behavior.
Reading Task 2:
Title: The Rise of E-commerce: How Online Retail is Reshaping the Marketplace
In recent years, e-commerce has experienced exponential growth, transforming the way consumers shop and businesses operate. With the convenience of online shopping and the proliferation of mobile devices, e-commerce has become an integral part of the retail landscape.
One of the driving forces behind the growth of e-commerce is the shift towards digital-first consumer behavior. Today’s consumers prefer the convenience of browsing and purchasing products online, anytime and anywhere. This trend has led to the emergence of e-commerce giants like Amazon, Alibaba, and Shopify, which dominate the online retail space.
Furthermore, advancements in technology, such as artificial intelligence and machine learning, have revolutionized the e-commerce experience. From personalized product recommendations to chatbots providing customer support, technology plays a crucial role in enhancing the shopping experience and driving sales.
However, the rise of e-commerce also presents challenges for traditional brick-and-mortar retailers. Many businesses are now adapting to the digital landscape by investing in omnichannel strategies, combining online and offline channels to reach consumers wherever they are.
As e-commerce continues to evolve, businesses must stay agile and innovative to remain competitive in the ever-changing marketplace.
In recent years, e-commerce has experienced exponential growth, transforming the way consumers shop and businesses operate. With the convenience of online shopping and the proliferation of mobile devices, e-commerce has become an integral part of the retail landscape.
One of the driving forces behind the growth of e-commerce is the shift towards digital-first consumer behavior. Today’s consumers prefer the convenience of browsing and purchasing products online, anytime and anywhere. This trend has led to the emergence of e-commerce giants like Amazon, Alibaba, and Shopify, which dominate the online retail space.
Furthermore, advancements in technology, such as artificial intelligence and machine learning, have revolutionized the e-commerce experience. From personalized product recommendations to chatbots providing customer support, technology plays a crucial role in enhancing the shopping experience and driving sales.
However, the rise of e-commerce also presents challenges for traditional brick-and-mortar retailers. Many businesses are now adapting to the digital landscape by investing in omnichannel strategies, combining online and offline channels to reach consumers wherever they are.
As e-commerce continues to evolve, businesses must stay agile and innovative to remain competitive in the ever-changing marketplace.
Task 2:
- Read the text on “The Rise of E-commerce.“
- Summarize three factors contributing to the growth of e-commerce discussed in the text.
- Discuss with a partner the advantages and challenges of e-commerce for both businesses and consumers.
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4. Writing Task
Примечание
Задания могут быть даны в качестве домашней работы.
Задания могут быть даны в качестве домашней работы.
- Write a persuasive email pitch to a potential influencer, explaining why they should collaborate with your brand for a social media campaign.
- Create a content calendar for a month-long social media campaign, outlining the type of content, posting schedule, and key messaging.
- Develop a step-by-step guide on how to optimize a website for better search engine ranking. Include practical tips and best practices.
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Анна Михайлова-Левина 
Дарина Кайтукова 
Элина Стерина