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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.

A few methods of digital marketing have been highlighted which have massive scope to induce sales. One of them is the use of micro-influencers. These are those people who can influence trends through their vaulted position. Some of that respect could be out of reviews within that work or could be due to their position of prominence in some other field. Due to lowering span of attention among customers, videos are being used to the hilt to hook them as demonstrated by Facebook Live, Periscope and Instagram. Paid social media provides excellent bang-per-buck as its advertisements are relatively cheaper compared to other media and provide massive coverage. Chat bots are nowadays empowered with Artificial Intelligence (AI). These platforms such as Facebook Messenger or Google Allo can engage with human beings as one of them, in the process extracting enormous amount of critical business intelligence.



A study conducted by Dimension Data has chalked out some leading customer experience trends that are sure to fire up this year. In the first part of the publication, five such trends have been released. According to the research, knowledge equates to power as the right metrics of business intelligence allows marketers to focus their campaign on the right part in the right area. Virtual assistants such as Amexa, Siri, Cortana and Google Now will continue aiding businesses in various ways such as in speech recognition technologies and in digital marketing. Chat bots will now garner respect from customers as they will be able to do human jobs as well. The concept of self-service will continue to gain greater credence. The study estimates that smart phones will generate around twenty seven billion more queries than desktop searches will. Thus brands must gear up for this revolution by creating mobile specific websites, unless satisfaction levels will erode.



In spite of the plethora of digital marketing channels now available, email continues to be most popular and effective of the lot. Email began back in 1971, and since then several newer forms have threatened to kill them off, yet they grow stronger annually. It is estimated that by the end of this decade, the global email user population would be just short the three billion. As per marketing research conducted by Hub Spot, once emails land, a staggering 98% of receivers go through the content. Also, according to Marketing Sherpa, three-fifths of users want marketing communication to be sent regularly by email rather than social media or other such channels. Emails help brands communicate with customers, educate online visitors on products, grow audience and helps build strong relationships with final users. The biggest benefit emails provide over social media or other means is the ownership of data. Subscribers have specially approved of receiving data unlike Twitter or Facebook followers, or those searching for the brand on Google.


The leading influencers and topics covered in 2016 for Chief Marketing Officers (CMOs) have been identified. The top influencers included Tamara McCleary, Kim Whitler, Brian Solis, Larry Kim, Michael Brenner, Neil Patel, Bryan Kramer Jeff Bullas, Mark Fidelman, Marsha Collier and Ted Rubin among others. The topics that trended most for them included social media, Big Data, Olympics, Brexit, Pokémon Go, AI and VR. Besides, this CMO study also found put the major topics they are expected to discuss in 2017. They will discuss ways to utilize technology which will build more human brands. Such technologies will also be leverage technology in order to execute digital transformation.  Artificial Intelligence in particular will attain great importance. Digital marketing strategies will increasingly involve live streaming, greater sharing and VR enabled live videos. CMOs will prioritize consumer experience and the aesthetics behind that through superior design.


Like the previous years, social media continued to rise in 2016. There are some interesting trends which emerged in 2016 which need to be followed up this year. First of all, the younger audiences, such as the millennials are turning away from Facebook in comparison to their older compatriots primarily because Facebook has tended to depress many. Non-millennials use Facebook much more as opposed to every other social media platforms such as LinkedIn, YouTube, Twitter, Pinterest, Instagram and Snapchat which millennials use much more. Younger people are keener on disappearing media and that is where Snapchat is winning the battle as opposed to the static feed of Facebook. Marketing research conducted by Fluent clearly affirms that a third of younger millennials surveyed are using Snapchat daily. The stupendous success of Pokémon Go last year overshadowed the larger trend towards Augmented Reality (AR). Live Video, AR Lenses and Filters are in vogue and digital marketing agencies are using such tools to the hilt. This includes platforms such as Facebook Live, Snapchat’s Selfie Lens and YouTube videos. Technologies that make our lives easier are being searched out by consumers. That is why search engine Duck Duck Go in some markets is competing successfully against Google. Users feel the former has greater privacy protection as it does not track browsing data.



Two of the global retail giants on other ends of the spectrum- Amazon and Target- have diversified their strategies in order to attract newer audiences. Target which specializes in large retail outlets has opened up smaller ones like the one in Manhattan. Amazon meanwhile plans to further expand its physical grocery stores to curbside pickups as well. The former is being done to attract younger customers, while the latter strategy is being summoned as Amazon ahs realized that a mix of online and physical formats works best. Some major learnings have emerged for the retail sector. First of all greater presence for Target will mean more footfalls and revenues, a concept that did not work well with Wal-Mart but with due experience, Target is better positioned to guard its territory against disruptors like Amazon. Target also understands the millennial generation well and its image as an inexpensive option bodes well with them. Target has takes risks but it has the added advantage of extracting valuable business intelligence from the Wal-Mart campaign so that it does not repeat the same or similar mistakes. Target is also an expert at merchandizing and customizing the product categories as per market requirements. They segment for geographies rather than believing in a one-size-fits-all strategy. Amazon and Target are both going all out for both retailing formats as research has revealed that especially the Generation Z-ers and Millennials both use physical as well as online formats simultaneously.



Attribution in digital marketing means attributing credits to various touch points along the consumer’s purchase journey. It is getting increasingly challenging to assign values across the media mix that will fairly allow budgets to be formulated. Business analytics using Google data is an obvious method but riddled with inconsistencies as it is very difficult to measure which part of the funnel made the major impact. There are methods known as first click and last click. In the first click method, the entire credit goes to the top of the funnel where the first query was made, while in the other entire credit goes to the last click end of funnel. This method will soon expire as marketers have realized this is not holistic. Google has also started rectifying ways to integrate online with offline methods. A metric known as “in-store visits” uses signals to deduce online-to-offline impact using data from disparate sources such as Google Maps, Wi-Fi and GPS. Another channel is cross-device alignment as final sale could be made on some device but another one was where the initial information was captured. Holistic campaigns allow multi-channel tracking, long term relation building, personalized content and non-linear brand connect with customer. Personalized campaigns are now in vogue in order to fortify customer relationships.



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