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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.

Marketing has undergone tremendous change to be lumped together with the word tech as MarTech. Going by trends, five predictions have been made on MarTech for this year. First of all, Augmented Reality (AR) which already hit highs in 2016, will scale even higher ones this year. It will beat off competition from the related Virtual Reality (VR) as the latter has more barriers to quality delivery. The ideal of algorithm driven business intelligence will take a hit this year. Instead constant experimentation using machine-learning will be the new norm in 2017. Algorithms themselves will keep getting improvised. Cloud based solutions from players such as Oracle and Salesforce have the power to deliver continuous value and so consumers are embracing more than lengthy systems based integrators. Dynamics 365 for example recently adopted a single interface from Microsoft which combined its CRM and ERP functions. Due to uncertain macro-economic conditions, more mergers and acquisitions may be expected this year. Microsoft and Salesforce have already started consolidating while we are also witnessing vendors coming together to provide single suite solutions. With the burning down of narrow corporate silos, the Chief Digital Officer (CDO)’s position may soon become redundant due to the very digitization done by them. As the whole organization gets geared up to the new reality, specialist requirement into digital operations may cease.



At several tech forums or exhibitions, Amazon’s Alexa offering has emerged as the star. This internet-connected voice assistant initially was limited for use on Amazon’s Echo device only, but has now been integrated with LG, Lenovo and Whirlpool devices as well. The Internet-of-Things (IoT) was already popular at several such shows, yet the individual smart devices could earlier only be connected to the internet and not to each other. This has changed with the launch of Alexa and Google’s Home. However, at this point, Alexa can only be used as assistant to do repetitive tasks using existing records. Advertisements are not allowed on them, but that could change someday. Till it changes, innovative methods of conducting digital marketing need to be thought out. Opt-in settings could be set up where coupons are provided for using brands costing less than favourite existing ones the user prefers. Or as an alternative, if the preferred brand is not available, perhaps then a rival brand can juxtapose in.



Like most recent years, 2016 also saw its share of spats by the football fraternity on social media. Global conglomerate Virgin tried belittling Birmingham’s Aston Villa’s terrible year by poking fun at their latest manager Roberto di Matteo’s departure. Villa did not take to this kindly by responding to its historical high trophy cabinet and Virgin’s own lack of punctuality with its train system. Joleon Lescott had a disastrous year on the pitch, but his reputation further suffered due to his tweet showing his luxury sports car at the height of his team’s troubles. Belgian striker Christian Benteke on signing for his new club Crystal Palace, remarkably got the club’s name wrong by instead updating his profile mentioning Burnley. On being reminded about this gaffe, he conveniently put the blame on his Twitter handlers, the agency that does digital marketing for his own brand. Other football clubs such as Leeds United, LA Galaxy, Brondby and Charlton Athletic all had their run-ins with banana-skin type PR disasters. Individuals not spared included Neymar, Joey Barton and Nicklas Bendtner.



2017 like the last few years will continue to throw up surprises but social media marketing will continue to grow at an electric pace. Some new trends may be predicted for this field in the coming year. While YouTube has been around for more than a decade now, the use of live streaming in digital marketing has only just started taking off. 2017 promises to be a year where this trend continues going north with the likes of Facebook Live, Meerkat, Snapchat and Periscope at the cutting edge of this field. Artificial Intelligence (AI) or Machine Learning is another field which will pose major challenges but also provide massive opportunities in 2017. Instead of long wordy content, short precise stuff will be preferred through media such as Twitter or Instagram. Facebook bought Whatsapp, Oculus Rift and Instagram while Microsoft took over LinkedIn. Consolidations are on the rise in the social media industry, they will continue to go up, so either the smaller players accept the money on offer to differentiate further to leverage their niche. A major part of marketing will see automation in 2017. In fact, a vast majority of small businesses are already losing money every month for not adopting automating techniques, a trend that will surely reverse with many more of them adopting the same in 2017.



There exist broadly two methods in which the data generated from social media can be used. One of the methods is as a tool to identify competitors’ offerings. The other is to map the customer journey. In the first method, detailed analysis has to be made on the kind of products and plans competitors are offering, a lot of which they will share on their social media feeds as marketing tools. This will provide insightful business intelligence. As part of the second method, customers’ data needs to be studied to see the kind of posts, tweets or reviews made by them. They will also provide authentic feedback on products giving the brand insights on which part of their offerings they must modify to meet customer expectations and needs.



More than ever before social media has taken up a position of paramount importance due to its centrality in digital marketing. There are ways which can boost any brand’s value through social media. First of all the marketers need to be relevant to its particular audience. It depends on demographics so geo-targeting can be a valuable method. All posting must be done bearing in mind that there are real people who will read them. So it is essential to be humane and appropriate in terms of timing. Social media marketing must try to elicit a sense of pleasant surprise. The modern trend of using hash tags must be done, but not too much to disturb readability. Influencers must be tagged so that organic brand advocacy can take place. Importantly, all social media tactics must be measurable, so metrics must be defined for proper business analysis to be conducted. This will enable the brand to takeaway crucial learnings from the project.



Millennial marketers are pursuing a radically different approach towards marketing than their counterparts from the Baby Boomer generation. While for the earlier generation, digital marketing is one of the long line of marketing tactics including broadcast, radio or print, for the younger ones, a digital or mobile first approach is what suits them. As per a research report submitted by Magisto, millennials spend a whopping 58% of their total marketing budget on digital means as opposed to a measly 14% by baby boomers. Another startling statistic provided is that 90% of millennials use video as a marketing tool as opposed to only two-fifths of total baby boomers polled. Video provides unique storytelling opportunities. Similarly, e-Marketer confirms that 2016 witnessed for the first time digital ad spends exceeding those of the television. A lot of companies these days are digital natives, and this being conceived on a digital format itself such as Dollar Shave Club on YouTube.


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