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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.

Email as a form of digital marketing is slowly getting replaced by chat bots. While the former is impersonal, the latter more relevant to individual users. Email blasts have reduced due to their diminishing scope. Fewer people open these mails due to the over-crowded nature of this space. Chat bots on the other hand allow the marketers to reach the relevant audience at the right time. That is why tech giant Facebook has come up with its own bot within its native Messenger service. Before going ahead, marketers must plan clearly as to what is the image the brand wants to communicate with the outside world. A bot may be used for user acquisition or their retention. Also, the firm has to be clear about the strategy of the bot usage, whether for the purpose of audience engagement or driving final sales. The frequency and duration of communication also needs to be planned. Similarly, questions must be framed of whose answers the brand requires. Three excellent usages of bots for marketing have been the ones for Nordstrom holiday, Nike Jordan and for Bud Light.


Avocados is one of the leading innovative companies from Mexico. One of its senior representatives has recently discussed how best to conduct digital marketing for any brand across different platforms and market segments. She discussed that a unitary communication must be broadcast across all channels. Also the content displayed across such platforms must be representative of the brand itself. The focus on benefits however differs when the product is to be marketed at a category sans brand names. Finally, collaboration is required across levels to launch any brand. This collaboration is between various marketing platforms as well as among key stakeholders to any business.



Four technologies have been identified which can help organizations to provide lifelong service to customers. The first one of them is fairly simple being help desks. These are information centres from where all solutions are first identified and then passed on to concerned resource persons. The next such solution includes Artificial Intelligence (AI) Chatbots as well as Facebook Messenger Bots. These tools help gain authentic information about customers so that personalized services may be provided to them. Chatbots such as Botsify and Many Chat may even be integrated with Facebook’s native Messenger service. This avoids overwhelming of the service provider from all corners so that relevant solution may be provided. This data collected also serves the purpose of serving up genuine business intelligence to the management team. Pass word recovery is another activity which can be outsourced to technology. Doing the same manually requires enormous time and financial investment. Email ticketing is a method of separating out the most important mails from the chaff. This also segments the mails and drives them towards the mailboxes of the relevant persons within the organization.



Five major obstacles have been identified which hinder the execution of contextual marketing. First of all there is a time lag in data analysis which prevents marketers from instantly responding to market signals. Customer profiles or buyer personas are also short-lived as tastes and preferences change constantly. These customer profiles are also incomplete as different data points bring out distinct bits of information, all of which do not join due to their disparate connect. This leads to the business analytics derived not delivering the full picture. Even the identity graphs cannot be owned by the marketers as they vary across platforms or channels. Solutions to these have also been recognized. The brand’s ID graph must always be turned on so that customers can be instantly recognized and disbursed relevant content accordingly. The data and its ensuing numbers need to be protected as they may be required over multiple campaigns or repeat cases. The customer profiles created need to be holistic so that they can survive against multiple campaigns, devices, platforms and also over time. The minutest details must be recorded in it especially historical activity to get wholesome business intelligence.


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Newsletters sent by email have become an effective way of digital marketing. But before plunging headlong, there are certain considerations that the marketers will need to be wary of. Newsletters can lead to customer acquisition as opposed to social media which is more of an engagement tool. They must inform but also inspire the readers. One such effect should be to influence the decision making. However, these newsletters must never have long reads, as they are used for instant knowledge acquisition. Marketers must understand that as part of such campaigns, the aim has to be to become ubiquitous. In addition to newsletters, the brand must create the convergence factor by asserting presence on Facebook, YouTube, Instagram and Twitter amongst others. However, the newsletter must never prove to be a tool for only broadcasting company news. Instead it must also have some educational content. If the content is right, the accompanying email is also crucial beyond the newsletter alone. The newsletter meanwhile needs to be optimized for the mobile phones as that is where the majority will get opened in. In spite of the vigorous changes in the market, email has still been identified to be the top converter, being inexpensive and yet providing three times better conversion ratio than social media.

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Business research conducted has provided us with ways in which digital content can be ramped up in order to attract maximum leads. The flow of these techniques goes almost like a sumptuous meal involving right from seasoning to meat, to dessert replete with the accompanying chef. Buyer personas must be kept in mind before targeting content. The content at the bottom of the funnel will actually concretize the purchase decision. The video will be the main creator or chef. Blogs will provide the support for the entire system. Infographics replete with relevant information will beautify the entire content. Q & A must always be provided alongside as it encourages Calls-to-Action. Webinars will act as the dessert as they keep the flow moving even post purchase.


Social media is of course one of the key methods of digital marketing. Thus some tools have been collated whose usage will increase their scope for various kinds of businesses. Buffer is one of them as it helps marketers schedule content across platforms. Hootsuite is similar in scope. Buzz Sumo generates the best content from within the industry. Repost allows content to be copied from elsewhere with due credits acknowledged. Grum allows posting on Instagram from a computer even without a mobile phone. Marketing campaigns for Twitter and Instagram may be planned using Crowd fire. Nuvi gauges real time business intelligence. Facebook’s native Messenger allows customer engagement through live conversations. Other useful tools include Mention, Later, Edgar, Sprout Social, Co Schedule and Respond. For advertisements, Facebook’s Ads are a useful tool. Start a Fire enables marketers to craft viral campaigns. Videos and animations may be created using Animoto. Qwaya eases the advertising process on Facebook and Instagram. Canva allows graphic designing. Photo editing can be done using Pic Monkey. Completing the list are Shutter-stock, Flickr, Pablo, Snap seed, Death to the Stock Photo, Pocto chart,, Word Swag, Icono Square, Brand 24, Follower Wonk, Agora Pulse, Quora, Google Trends, Rival IQ, Ever note, Pocket,, Trello, Dropbox, Google Calendar, Post Planner, IFTTT, Babbly, Zapier, Type form, Grammarly, Quick meme, GIPHY, Klout, Klear and LinkedIn’s Pulse.


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