Established 1996
Internet & Digital Marketing
PGP – 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
marketing.
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.
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.
Why User Experience always has to come First
User Experience (UX) must be the way forward for marketers before decoding strategies. UX must not instead translate to user exploitation. Today’s customers are smart and they will then put the brand on top of the list to be excluded once competitors launch similar products or services. That is why Google has blocked its mobile interstitial adverts as they spread like fungus and create difficulties for customers. Pop-ups add to users’ Irritation Quotient (IQ). The mobile phone is a very good source to evaluate customer engagement as proper business analytics can be derived out of it. This is how we know that two-fifths of Facebook users abandon links which take more than three seconds to load. The company has now taken adequate steps to eliminate such difficulties. Even Amazon does not encourage clients that irritate customers. Similarly, KPI dashboards are being built after evaluating their customer interface. Source:https://hbr.org/2016/09/why-user-experience-always-has-to-come-first
How Brands can Leverage latest Trends to drive Social Media Conversation
Some key techniques have been identified by which brands can generate conversation about itself on social media and thus drive digital marketing. Latest trends need to be identified and leveraged accordingly. An example of this could be the tremendous popularity of Pokémon Go which has led to brands such as Zizzi and Pizza Express to attach their names next to the brand on Twitter. Pokémon Go has also been by creating contests based around the game, at the end of which users win Poke coins. Further demonstration of the power of the game can be gauged through e-Bay’s innovation of displaying Pokémon characters on their e-commerce platform. This is driving creativity on various social media channels.
Source:https://yourstory.com/2016/08/brands-leverage-latest-trends-drive-social-media-conversation/
Putting the Cart in front of the Horse – Chatbots in Support
With the growth of Artificial Intelligence (AI) being used as a tracking device, it is important to streamline chatbots accordingly. Chatbots are supposed to derive meaningful business intelligence out of conversations that people have on social or digital media. However, this becomes challenging due to the fact that a lot of conversations taking place in the informal media use short forms or slangs which all cannot understand. Even if keywords are to be used, AI cannot track such a word that has been rephrased uniquely by particular users until that becomes a trend. Thus detailed analysis of usage patterns needs to be conducted. Sometimes human interference can help out. Narrowing down on a range of possibilities for such words not understandable or borrowed from a different language is another decisive way that needs to be explored.
Source:http://customerthink.com/putting-the-cart-in-front-of-the-horse-chatbots-in-support/
Using Digital exhaust to improve Sales
An innovative method that can be applied to improve sales is called digital exhaust. This is the kind of data generated from routine tasks of sales personnel with their customers. Three tools have emerged which can leverage digital exhaust to provide the best of sales solutions. The first of these is called Volo-Metrix which uses business analytics to study organization calendar and email metadata to provide information on how employees spent time at the work place. It integrates data based modern practices with traditional ones such as sales force surveys or interviews. Then there is Citrix’s Go-To-Meeting which does similar analysis but uses voice recognition technology as main aid. It also matches the voice with text messages to study against mismatch between the spoken commitments and those made on paper. Lattice Engines engages in predictive analytics. It scans job posting trends, credit ratings, social media traffic and compliance activities to decide on which kind of firms are doing best business.
Source:https://hbr.org/2016/07/using-digital-exhaust-to-improve-sales
Whatsapp grew to one Billion users by focusing on Product, not Technology
Contrary to popular perception, a new business idea is less about any new breakthrough technology, but rather it involves using existing technologies solve current problems. An example of this is the fact that when Whatsapp was scouring investors for its first round of funding, it was no high level technology that was done, but simply focus on the product. The business innovation that the Whatsapp developers did was with a lot of focus as they were clear as to what they wanted. They knew that it wasn’t inventors who innovate but those who can scale up for the masses to use. The initial thought process went into sourcing users rather than money or advertisements as they knew that their business model relied on volume and monetization would occur once people got hooked to the product. Thus instead of giving primacy to experiments inside the lab, innovation must rely on experiences provided to customers.
Source:https://hbr.org/2016/07/whatsapp-grew-to-one-billion-users-by-focusing-on-product-not-technology
Pokémon Go, Amazon Dash, and the future of user Interaction
The successes of Pokémon Go and Amazon Dash clearly point towards the importance of touch points and the need to leverage them for marketing. Their success has also relied on the use of Augmented Reality (AR) which has implanted virtual characters to their actual physical locations, leading to record levels of user engagement. At present touch points can also be categorized in 4 Ps. First of all there is Purpose which defines the reasons to get involved with the touch points. Lego, Tinder and Snapchat are examples of firms which know the purpose for their engagement at critical touch points. Prompts involve the nudge which users receive to swipe, press or click at touch points for some positive result as leveraged by both AR tools as well as Jimmy Choo. Probes are an ideal instrument for digital marketing as they provide detailed information and insights on the product or service. Finally there are Perspectives which provide some tags to associate a product with something else along the buyer journey. These may be visual or simply informational. Chatbots may someday provide the holistic solution across these four Ps.
Source:https://hbr.org/2016/07/pokmon-go-amazon-dash-and-the-future-of-user-interaction
The top 7 Social Media Marketing Trends dominating 2016
Social media has entered a critical phase where its centrality to digital marketing has been further enhanced. Some interesting trends have emerged that are dominating this market presently. First of all more content is no longer the mantra, instead it is quality content. Until recently, Facebook, Twitter and LinkedIn were highly dominant within this market, but that trend is altering with the emergence of Snapchat and Instagram serving niches. Live streaming using video content is getting bigger than ever. Buy buttons are getting more popular thus instigating people to complete the purchase process on social media itself. Existing applications are diversifying to service certain business requirements. An example of this would be Facebook’s Messenger service restricted to businesses. Instead of the mass content, the move towards customized material is gaining credence. Apps are getting broader with greater functionality. An example of this could be Facebook’s personal digital assistant.
6 Signs your Content Marketing Strategy is Failing
While most organizations these days have a content marketing strategy, there are ways to gauge its success or failure. Some sure signs of failure are also visible. One of them is when the company does not know how to define success in its own terms. No specific business intelligence has been captured to measure its effectiveness. Since content is eventually a way of reaching out to target audience, if follower count does not, increase the strategy can pretty much be labeled as a failure. This is further accentuated if there has neither been an increase in traffic. Google provides detailed business analytics on viewer count and also their average time spent on the web pages. If that is on average less than two minutes, that means majority are just browsing through but not actually gleaning away anything important out of the content. This also impacts engagement levels as clearly less time spent means people aren’t hooked to the content. Company pages or social handles of such company do not have any standout features to make the content viral. Quality content must be chosen rather than going for quantity. Also the company must position itself as unique solution providers. Source:http://www.forbes.com/sites/jaysondemers/2016/08/21/6-signs-your-content-marketing-strategy-is-failing/#5e0b6376261f
Why AI should excite rather than scare Marketers
The mention of Artificial Intelligence (AI) tends to invoke a sense of fear among marketers. Yet marketers must embrace AI rather than be fearful of the same. This is because the present business world is dominated by algorithms. They extend from Amazon shopping to Google search and Facebook news feed. All of this depends on high-level business analytics. Such analytics can make AI or machine learning even more intelligent to help marketers take major business decisions. AI is even helping dating sites match profiles and driving facial recognition for the NSA. At this point of time, the bigger players and aggregators such as Google and Facebook are dominating the AI scene. But such technology is also democratizing business with smaller firms able to optimize better than earlier on resources. Source:http://www.marketingtechnews.net/news/2016/aug/19/why-ai-should-excite-rather-scare-marketers/
6 Strategies to stand out on Social Media
Companies are increasingly putting specialized care in to managing their social media handles. This is because social media is one of the key ingredients within digital marketing. Some strategies have been identified that will surely enhance results for various businesses. The social part of social media must be respected and only such messages must be posted which have some wider benefits. Thus comments must be motivational, inspirational or positive. Leveraging some local politician(s) will help as like brands, they also are in need of followers. So they often become powerful brand advocates. Video based sessions or posts work bets these days, thus marketers need to be comfortable in front of the camera. The marketers must keep experimenting with content within the gamut of topics. This facilitates customization for different buyer types. Social media must not be used simply as a communication tool but also to extract vital business intelligence through tracking customer conversations. Most importantly, the social media content must be genuine and passions must reflect.
Source:https://www.entrepreneur.com/article/281106
How Machine Learning will force Marketing to Evolve
Advertising has evolved from the three networks, the local newspaper and a few radio networks as was the norm a few decades back. Technological innovations reverse or erode existing best practices within months. And now, machine learning is disrupting marketing more comprehensively than has been thought. Machine learning provides the kind of accurate business intelligence that is not possible for individual analysts to pinpoint. For example, minute trends such as on which line a certain video is to be inserted or where in the content should the CTA be added can be determined using such tools. Most of the A/B tests do not really reveal much. Machine learning can also separate out the useful from the junk by pointing our unnecessary distractions, matching expectations, improving readability and even pointing our parts where apparently the organization might have used excessive hyperbole. Machine learning can also help out with predictive analytics as it can scan trends and forecast outcomes with far better accuracy than other tools. Source:https://blog.kissmetrics.com/machine-learning-will-force-marketing-to-evolve
The top 7 Online Marketing Trends dominating 2016
Certain digital marketing trends are dominating the landscape in 2016. First of all wearable technologies such as Fit-Bits and smart watches are increasing in popularity. Such instruments are getting leveraged by marketers to conduct effective mobile marketing. Google in one such player that has jumped in with a concerted app based marketing strategy. The days of mass advertising are getting left behind due to the surge of personalization in marketing content based on individual buyer personas. Marketing is not seen as a onetime investment but where multiple channels contribute to the resonance factor. Thus multiple touch points across the buyer journey are being tracked by marketers. This is also allowing greater integration with the help of sophisticated technologies. For example, previously disparate strategies such as SEO and content marketing are being integrated to give best solutions to clients. Advertising options have improved tremendously. Advertisers now gleam valuable business intelligence using analytics before targeting using personalized content. With Google and other such giants integrating the online space, disparate shopping items are earning more purchase points. Each purchase is leading to other useful purchases or discounts.
10 Factors fuelling the rise of Marketing Technologists
A study conducted by Data-Xu has provided unique insights on why marketing technologists are now pervasive across all organizations. In fact, three-fourths of top level marketers in the USA have a person dedicated to anchoring marketing technology. Nearly half of US marketers plan to increase investments in customer analytics by 2017. In fact, all marketers polled during this study confirmed that they felt that business analytics will play a major role in the coming years. Top mark-tech apps these days involve social media management, digital advertising or email marketing. Even before finalizing marketing budgets, planners analyze ROI of each marketing channel. Surprisingly, mega platforms such Google or Facebook do not provide holistic business intelligence across multiple channels, and thus marketers are forced to rely upon manual methods for the same. More than half the respondents also claimed that they have separate requirements for mark-tech and ad-tech as the two involve similar yet distinct capabilities. However, a similar number feels that these two formats will converge over the next five years.
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