Digital Marketing

Internet & Digital Marketing

Why Digital Marketing

1. Best way to connect to the largest audience from a single platform with

minimal resources and expenses

2. Best of the organizations like Coca Cola, Marie Claire, LG Electronics,

Lego toys, Hampton Hotels, MasterCard etc. have successfully implemented

digital marketing campaigns over last few years now and have reaped the

benefits tremendously.

3. Coca Cola used the digital marketing campaigns to involve their employees

in Olympic 2012. This not only increased their visibility across the globe but

also increased the employee satisfaction.

4. Iconic clothing brand Henri Lloyd used multinational digital rebranding

and improving their online presence. Henri Lloyd now amongst top online

brands in clothing.

5.Pizza hut provided a connected and personalized experience to the

customers through their comprehensive online presence using digital


Benefits of Digital Marketing Course

1. The future way – Digital Marketing is the way the marketing is to be going

to be driven from now onwards. Conventional ways of marketing are no

longer the best way. With the boom in e-commerce and social media,everyone is moving from brick and mortar to digital space.InternetDigitalMarketing2

2. Initial Movers advantage – As of now, not many resources are available with in depth knowledge on Digital Marketing. Be one of the initial movers andgain the upper hand.

3. Learn from the experts – We have engaged the best brains in the industry with a sea of practical and implementation experience in the field to give you the best available knowledge and share the real life case studies and experiences to prepare you for the real world.

4. Future options – Be ready to be employed with best of the players in the

industry like Google, Facebook, Microsoft etc.

Course Contents

Module 1: Introduction on Digital Marketing Strategy

Module 2: Market Research and Content Strategy

Module 3: Managing Digital Assets

Module 4: Managing Customer Relationships and Social Media

Module 5: Search Engine Marketing management & Optimization

Module 6:Online Advertising &Digital Direct Channels

Module 7: Digital Campaigns Management

Module 8: Web Analytics in E-Commerce.

Some strategies work better than others when it comes to either innovating new business models or fending off such possible disruptions. Three each of offensive and defensive strategies have been identified which will ensure that digital marketing thrives. The first such offensive strategy is platform play. This implies that common platforms need to be leveraged to enhance the value distributed via a value chain such as what Accord does. At geographical locations where an incumbent firm cannot reach, it may seek to combine with another to provide new marginal supply as done by Swedish retailers such as Ikea and H&M. Products disbursed must include digitally enabled services such as P&G’s Bluetooth empowered Oral-B toothbrush. A defensive strategy is re-bundling the existing product and service lines to customize towards the specific customer requirement. Well thought-out investment must be made in digital distribution channels. Significantly, companies must keep track of the cost efficiency involved.


Uploaded Date:16 August 2017

Brands doing well today are placing the mobile phone at the centre of their marketing strategy. This is because the millennial generation has a very different definition of product research, doing most of it using around a whopping two hundred interactions with the phone daily. The automobile industry for example has been revolutionized by Uber which has maximized car rides rather than cars parked. MaaS Global from Helsinki in Finland has also created solutions for people to reach destinations using any mode they prefer. The beauty industry has undergone tremendous change with TV ads no longer as relevant as millennials follow YouTube stars more than television or cinema ones. Thus Clinique adopted a pure digital marketing strategy involving Swedish YouTube star Zara Larsson over the campaign Play With Pop to create an online ‘beauty corner’. Nike has always highlighted how anyone can be an athlete. For a much smaller brand in Under Armour, the challenge was multifold. So they acquired My Fitness Pal which calculates calories consumed and engages in weight management. In this way Under Armour was able to interact multiple times with consumers on a daily basis. This was further compounded after their partnership with cloud based platform for wellness- Mind Body. For similar engagement, Starbucks has initiated Mobile Order and Pay. Part of the reason for their success was a CEO recruited from the software industry who had the foresight to initiate such a mobile first strategy.


Uploaded Date:10 July 2017


Social robots are a new brood of them which can perform all functions of traditional robots but in addition, also feature humanoid like features such as social interactions. That is why a 2017 Robo Cup Home Social Robot League has been set up to feature such social robots from all over the world and take part in a competition for most realistic behavior. Teams from Australia and Japan are particularly potent at this. A layer of added emotional intelligence is built into such robots. Another aspect they possess is social intelligence which allows them to collaborate with others at work. This business innovation is no longer mere theoretical, but indeed being used by organizations such as the Commonwealth Bank and Stocklands which runs retirement homes and shopping centres.


Uploaded Date :10 July 2017

Ever since the advent of the internet and its subsequent boom in the 1990s, management experts have talked of the disappearance of location as an important business factor. Businesses do not need to physically reach the customer nor do the latter need to be present where any seller is, as all of it can be managed by the cloud. This trend however is reversing in a different way. Location is fast emerging as a key driver of digital marketing thanks to the rapidly expanding base of mobile phone users. A survey done by the Pew Research Center claims that a staggering 95% of American adults possess and use smartphones. In another study, it was understood that four-fifths of social activity was done using such phones. When tagging is done using phones, then the location emerges and this is crucial business intelligence for marketers. They can engage rather than interrupt customers’ lives using location data as Snap is doing using the Snap to Store application. Location based marketing improves certain aspects such as the marketing appearing more human. It also allows the brand to leverage the ripple effect of social shares. Competition can be tracked by studying geo-targeted ads of competitors.


Uploaded Date:07 July 2017


Online shopping is set to become the most popular retail mode in the years to come. Thus unsurprisingly, the digital marketing budgets of most organizations is rising with the cumulative coming out at 118 billion US dollars by 2021. However dividing this budget equitably into different activities is time consuming and financially inefficient. Thus, various marketing activities need to be bundled together and used as integrations. One such is Google Analytics as it allows tracking of highest traffic sources but also provides crucial business intelligence on lead conversions. Then there is the Google Search Console that tracks keywords that are not otherwise easily visible. Double Click enables quicker reporting of data and subsequent analytics. Call Tracking is another important function allowing multiple benfits. It allows measurement of landing page’s performances. It also lists the destination they went to – physical or virtual- post the call made. Another tool called Optimizely provides the iteration for productive A/B Testing.


Uploaded Dare:01/07/2017

Managing online reputation is extremely important for brands’ digital marketing efforts. In order to succeed in this, certain tools have been identified. One is Brand 24 which is ideal for social listening and monitoring online brand mentions. Another is Naymz which tracks the brand’s social influence across social media platforms such as Facebook, Twitter and LinkedIn. Then there is Go Fish Digital. This monitors mentions specifically across forty complaint websites driven by Google. This reduces the work pressure of sifting across networks. Review Trackers allows business intelligence to be gathered about brand feedback from across eighty plus review sites. And then there is Reputology which in addition to monitoring social mentions, also has the added feature of sending customizable response emails. It includes a suite of analytical tools.


Uploaded Date:01/07/2017

A study commissioned has released a set of interesting statistics on digital marketing trends for this year. These trends may further be divided into email marketing, Omni-channel marketing, digital advertising, social media marketing and mobile marketing. For emails, it was realized that it had a six times greater click-through rate than tweets. Transactional mails meanwhile have eight time greater opens and six times great revenue. The open rate for personalized mails was greater by about five percent than those without. In order to engage customers who abandoned shopping carts, its best to send them multiple emails. Marketing research conducted by the Direct Marketing Association (DMA) claims that the ROI for emails was four times higher than any other method. Also more than eighty six percent of businesses confirmed a willingness to raise email marketing budgets. Omnichannel shoppers provide a third greater lifetime value than others using a single channel only. As per Visual Capitalist, the two giants of media sites are Facebook and Google with a combined share of over fifty seven percent. Native adds boost conversion by a factor of about three-fifths. Marketing Sherpa confirms that adults aged between 18 and 34 tend to follow brands on various social media handles. However, most do not follow brand owned profiles. Mobile video traffic will increase by about three-fourths as per Cisco. Mobile email opens have increased by almost a triple since 2014. Even the conversion rates from smartphones can now nearly match desktop rates.


Uploaded Date:29/06/2017

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