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.

The digital revolution has seen marketing, right at the forefront of the transformation. It has become a complicated landscape, with digital marketing requiring an intersection between data, growth and the creative side of things. Some senior McKinsey partners have come out with this latest study to understand how all this intersects. This will even be presented at the Cannes Lions Festival. The daily job of a marketer has evolved significantly, as the study states. The marketer now needs to have an understanding of personalization, segmentation, targeting and of business analytics. This analytical skill is essential to sieve through the enormous quantities of data now stored by companies and databases. Even smaller and mid size firms now have access to such vast treasure troves of data. The CMO needs to continue using a classical approach, built around customer experience, brand positioning and advertising, but this has to be tailored around the new findings. One area where much change has taken place is how the end- to- end customer experience was far more immature earlier. The CMO’s role now goes beyond merely strategy definition. It now includes a valid participation in the long- term profitability of the firm.

Source:https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/how-to-unlock-marketing-led-growth-data-creativity-and-credibility

Uploaded Date:22 June 2019

Companies working in the consumer packaged goods segment, have their work cut out. In order to win over the customers, they need to rely heavily on digital marketing. To start off, they need a strong key- account management, that looks after priority clients. An e- category management system has to be developed which will look in to the upcoming opportunities. Latest, cutting- edge technology ought to be used in here. This will focus on a number of aspects beginning with assortment, followed by pricing and promotions. Merchandising and marketing is the third stage. Brands also need to develop a high Digital Quotient (DQ) for themselves. Amazon and L’Oreal for instance have done well with these strategies. Honing a DQ depends a lot on the company culture created. The right organizational structure too needs to support this.

Source:https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/the-digital-future-of-consumer-packaged-goods-companies

Uploaded Date:15 June 2019

Income volatility and lack of savings unfortunately defines much of US society now. Nearly a fourth of the population does not have enough credit history, that even warrants a credit score. An even larger number have low credit scores, categorized as subprime. Many cannot even cover emergency expenses. Many such people unfortunately need to rely on payday loans, several of which charge usury- level interest rates, even up to triple digits. It has also become very difficult for banks to cater to non- prime customers. AI and alternative data though can help out in this situation. This involves a kind of data warehousing that is of high relevance to the fin-tech industry. Digital footprints strewn all over the digital space, can help track all these touch points. This system is also apt for fraud detection. Unlike several other industries these days, social media data does not hold much importance for the bankers.

Source:http://knowledge.wharton.upenn.edu/article/fintech-serving-invisible-prime-borrower/

Uploaded Date:08 June 2019

A detailed study has been conducted by several researchers on what are the differences in the shopping patterns across the generations of millennials, baby boomers and the gen Xers. There are several obvious differences, such as in the use of technology, but there also exist several hidden trends. Due to the enormous quantities of data warehousing nowadays done, it gets easier to conduct such studies. The boomers tend to focus their online searches towards multi channels chains, while the younger millennials do so for app- based services. The former includes Costco, Lowe’s and Home Depot, while the latter category has Uber, Lyft, Grub Hub, Seamless, Haute Look and Gilt as part of it. When it comes to in- store purchases, millennials prefer specialty stores.

Source:http://knowledge.wharton.upenn.edu/article/new-tools-answer-age-old-question-of-what-do-customers-want/

Uploaded Date:07 June 2019

To be successful at marketing in the present scenario, is a whole new ball game to what was earlier. Classic approaches need to be reworked. One has to master the art of digital marketing. Technology is merely the first step that will help enable this transition. Technology is getting increasingly more disruptive. Newer suites are constantly taking over. This includes augmented reality, AI and voice even more so now. One needs to fit in these technologies to the existing businesses, before they lose their competitive edge. Huge amounts of data warehousing is now being done. This is all thanks to the numerous data points now across any chain.

Source:https://sloanreview.mit.edu/article/10-principles-of-modern-marketing/

Uploaded Date:13 May 2019

Making crucial connections with new age influencers is a key ingredient for the evolved digital marketing efforts. Facebook and Google remain the dominant players in this field. Even Verizon’s Oath failed to change this equation by much. Other advertising portals are seeking innovative channels for revenues, thanks to the overt dominance of those two platforms. Business intelligence provided by PwC confirms that digital ad spend is increasing at double the pace of the other forms of the same. Among countries too the divergence is high, with Nigeria, India and Brazil leading the way among the larger economies. The developed economies of USA and Germany are growing at a slower pace. E-commerce and gaming are tow of the most important growth areas for these digital ad firms. Podcasts are another innovative method of reaching out to the final customer. We Chat is another giant platform primed for growth. Newer capabilities are now emerging.

Source:https://www.strategy-business.com/feature/Making-connections-with-the-new-digital-consumer?gko=ccc89

Uploaded Date:13 May 2019

The volume of marketing by making use of blockchain, has grown a whopping thirteen times in a period of barely a year and a half. Blockchain represents the latest advent in digital marketing, a spot that was earlier held by the likes of social media, mobile phone and the internet. A few major areas have been understood where blockchain marketing is making a truly transformative impact. These are in the areas of content marketing, social marketing and in programmatic & decentralized advertising. Broadly speaking, management, commerce and data are the three areas. Ad tech has also grown by leaps and bounds on this technology. Fraud mitigation, information privacy, data warehousing and for digital payments, blockchain is leading the way. New talent is also flowing in to the sector as a result of the innovations.

Source:https://venturebeat.com/2019/02/16/blockchain-marketing-tech-landscape-grows-13x-in-18-months/

Uploaded Date:26 February 2019

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