MANAGING in the

NEW WORLD

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

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.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.

About a decade back when social media was at its infancy, few realized its business value. Yet within few years, social media became such a integral part of digital marketing, that brands started pouring in billions of dollars to make it work for the company. Phrases such as viral, buzz and stickiness came to be commonly associated with modern marketing means. Facebook and YouTube have been the giants in this field, yet social media’s grasp to help brands leverage the medium is reducing. In fact brands are becoming way too common to the proliferation of social media marketing. In practice, individual entertainers or sportspersons are connecting well by building their brand on social media but brands are not gaining any leverage. As an example on sports pages, it is Real Madrid and Barcelona that continue to dominate but not a single penny is earned through this exercise to these brands or the master ones like Nike or Adidas. In order to rectify this gap, cultural branding may be recommended. For this the cultural orthodoxy needs to be well understood while locating the opportunity in it. Jack Daniel’s is an example of a brand that has perfected this cultural branding by associating itself with the tough rural region of Tennessee. The power of the crowd-culture also must be exploited. This is how the new ideology will work in the brand’s favour.

Source:https://hbr.org/2016/03/branding-in-the-age-of-social-media?utm_medium=social&utm_source=facebook&utm_campaign=hbr

Uploaded Date:29 January 2020

Social media is fast emerging as one of the most effective ways to connect with any brand’s loyal customers. Loyalty programmes on the other hand do not have quite the impact, even though one can safely say, that now there is a proliferation of these. Facebook is of course, thanks to its reach and wide user base, the best digital marketing platform for any brand. On Facebook, five key dimensions need to be worked around in order to create the most intimate brand experience. One way are the Relational posts, that help connect different aspects of any product’s use. Intellectual posts help in signaling a sense of creativity to the customer. Behavioral ones elicit an emotional connect. The use of breathtaking images are part of the Sensory posts. And finally, there are Emotional posts, to gauge the current moods of the users. These different aspects of social media are effective at varying stages of the customer journey.

Source:https://hbr.org/2019/12/using-social-media-to-connect-with-your-most-loyal-customers?utm_medium=email&utm_source=newsletter_daily&utm_campaign=dailyalert_activesubs&utm_content=signinnudge&referral=00563&deliveryName=DM61007

Uploaded Date:06 January 2020

Digital transformation is much more than merely about a shift in technology. Instead, it is about a complete mindset shift. While penning down the latest book Beyond Performance 2.0, business research was conducted to gauge the performances of companies that disregarded employee views during such transformations. It emerged that not a single one of such were successful. Companies need to understand the root cause of hindrance- causing behaviors, as exemplified by the brilliant transformation effected by the Manchester Shoe Company. Unconscious mindsets too will be understood in this process. The root causes, post identification, need a complete reframing. The changes need to be personalized from the very top of the company hierarchy. Likewise, the work environment too will need an overhaul. Role modeling and reinforcement mechanisms are amongst the best techniques applied at this stage.

Source:https://www.mckinsey.com/business-functions/organization/our-insights/getting-personal-about-change

Uploaded Date: 12 December 2019

One of the greatest strengths that online communities provide, is the customer insights and first- hand business intelligence that comes from them. Harley- Davidson has even turned its own forum in to a revenue- generating centre. Unlike the previous generation of hobbyists, now it is full- time entrepreneurs who are raking in the moolah from their websites focused on topics as far- ranging as food, music, fitness or gardening. Online communities have in the long run, a massive potential for digital marketing. To create such a site that eventually the users will pay for, one needs to start with a substantial user base. Once created, the entire messaging has to be centred around the content displayed on the site. Here social media is of great help. One needs to be heavily involved, right from the go. The entrepreneur must make sure, the site never turns in to an internal clique. Relationships need to be managed in a way that they flourish online. One can’t ignore the simultaneous sales balance though, though the online community must never resemble yet another sales channel.

Source:https://hbr.org/2019/09/how-to-create-an-online-community-that-people-will-pay-for

Uploaded Date:14 October 2019

While every company understands that innovation is the lifeblood of any business, too much of it too soon may put the future expansion to jeopardy. This is especially true if the new features get panned. Now, all the more this is an area of focus, as due to social media, word- of- mouth travels faster than any other digital marketing media. Thus, a positive buzz needs to be curated online, perhaps making use of celebrities or influencers. This form of new marketing allows volunteer fans to be converted quickly, unlike the paid medium nature of the earlier ones. Platforms such as Facebook, Instagram and Twitter are of course key to getting this executed. The right tone and timing too need be in place for such electronic marketing.

Source:https://www.strategy-business.com/blog/Electronic-word-of-mouth-can-make-or-break-a-product-launch?gko=808d3

Uploaded Date:29 August 2019

The future of marketing will be quite different to the mass media proliferated version as seen for most of the last century. Instead it will be more personalized, but still at mass scale. Digital marketing has the power to reach the last consumer, and curate content according to the person’s taste. This requires an enormous quantity of data warehousing, so that one is able to generate specific content. Personalization is like a philosophy for customer engagement. Technology also helps in conducting multiple interactions with the same set of customers. Personalization also has a positive impact across the full customer lifecycle. Even customers prefer this style. At the World Retail Congress, the vast majority of marketers confirmed to knowing about its value, but only a fifth acknowledged to be actually using this principle. Before going too far ahead though, marketers need to understand the quality of data being captured.

Source:https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/personalization-at-scale-first-steps?cid=other-eml-alt-mip-mck-oth-1808&hlkid=f8b29aaf584045ffb8905890ce730da8&hctky=2657824&hdpid=044126e9-45f9-4488-a0b6-2d991da5badb

Uploaded Date:30 July 2019

The business world is at present in the midst of a martech revolution. Martech stands for marketing technology. It includes the use of new gen technology such as business analytics, data, Artificial Intelligence (AI), robotics and smart devices to propel any brand’s digital marketing. New growth now needs to be aligned with the company’s martech capabilities. It is also now getting essential in curating new business models, products and services. Martech has enabled business operations to be run with a kind of speed and agility, never experienced before. It has also caused a revolution, where marketing has jumped from being part of communications to being in the business of experiences.

Source:https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/making-the-most-of-marketing-technology-to-drive-growth?cid=other-eml-alt-mip-mck-oth-1808&hlkid=16648b96da1e4360b4648f14d4180a57&hctky=2657824&hdpid=044126e9-45f9-4488-a0b6-2d991da5badb

Uploaded Date:29 July 2019

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