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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.

The year 2017 will bring major technological challenges for marketers. The marketing technology landscape is changing faster than ever before, with number of companies, apps and offerings doubling every eighteen months. It is for CMOs to decide which suite to opt for. Vendor management will be another major challenge as not exist that can serve the entire suit, so organizations typically need to go for a few of them for different functions. With the quick fire changes and innovations, CMOs are feeling redundant so many will have to go back towards continuous education with something like an Executive MBA or rely excessively on vendors to sort out their lack of grasp. Traditionally organizations have paid heed to those earning the highest, but now data will be broken down to conduct business analytics which will primarily aid in decision making for CMOs. Such analytics will even break down the customer journey to be tracked at various stages in the decision making process. This mapping will be supported by email campaigns to attract customers at the right stage.



Global conglomerate Unilever has come up with a unique method of engaging with customers while at the same time spreading a social message. Through a series of short animations, Unilever is educating its customers on the benefits of brushing teeth and even encouraging families to engage in the function on collective basis. Viewers can register for the same using the Facebook Messenger service. This serves the dual purpose of conducting digital marketing for the organization as well good health values being informed to customers.



A research assignment has just been concluded which has identified five rules which must be adopted over the next year in order to effectively engage in digital marketing. Most importantly, instead of direct selling, it will be even more important to develop connections between the marketers and customers. Social media will emerge as one of the top tools to increase engagement with the audience. Most of these platforms such as Facebook, Snapchat and Instagram have moved on to including visuals as a key part of their overall pie. The 80-20 principle must be followed whereby marketers must understand that only a fifth of the target customers will actually study the content and another fifth of that segment will further make the final purchase. Constant business analysis must be made in order to understand the strengths and flaws in the marketing efforts. Granular data must be analyzed in order to best keep track of trends.



In this digital age, very few existing companies have the scale or the systems in place to cater to the unique needs of customers. Artificial intelligence is set to impact in a big way and it is understood that by the year 2020, there will be a total of fifty billion devices connected in the Internet-of-Things.Marketing research conducted by Salesforce has recently concluded that more than three-fifths of consumers claim that their buying behaviours are changing due to the advent of technology. Three gaps have been Very few are providing personalized experience. More than half those surveyed responded that they will be willing to switch brands if the marketers continue to bombard them with mass offers or discount content. Similarly, not many are using business analytics to derive predictive intelligence. So much of data exists that one can forecast business trends, yet very few are able to integrate the vast data to their marketing needs. Smartphones have added the sense of urgency to customers, but few organizations are catering towards such instantaneous demands. More millennials must be involved in marketing strategy formulation as they are more likely to possess the empathy needed to understand modern day customers.


A lot of organizations have belatedly realized that they had focused far too much on marketing when instead they could have gauged such vital business intelligence about the market simply by speaking to their own customers. Social media provides a platform for engaging with the audience in a meaningful way. Certain questions have been identified by an online publication which must be posed to customers. First of all, the marketers must realize where to find such customers and how best to reach out to them. Next up, feedback must be taken on their satisfaction levels regarding new product onboarding. Their native language must be understood so that meaningful phrases can be eked out of conversations. The ‘Whys’ must be posed such as reasons for selecting the brand, for not choosing another or why some friend was referred to. Their wants and needs must be chronicled. Their reasons for quitting on the brand must also be understood. The customers must be involved in some processes through feedback or even design. A very good medium for digital marketing is content and if this can be shared by the existing customer base, brand awareness will spread far productively.



When Michael Porter first proposed his philosophy on competitive edge, it was glorified the world over and he was hailed as a master strategist. Companies like P&G lapped up the concept and started dominating over its stakeholders. Yet the market changed over the next few decades the same P&G now has an open business innovation philosophy as open to its earlier closed maxim. The Coonect & Develop strategy as conceptualized by Nabil Sakkab was a resounding success with growth up by a staggering fifty percent and cost of business research going down by a fourth. Organizations can no longer control resources but they are instead a part of connected platforms. The open source software Linux was fought tooth-and-nail by Microsoft in its initial days, but now the latter is building its Cloud based capabilities around the same concept. Collaboration is the new competitive edge.


In order to beat the competition it is essential to know the competitors. It is part of the business environment analysis. This is especially true of digital marketing which is growing at such a rapid pace that by 2020, companies that do not embrace such technologies will be left far behind as laggards. The competition may vary by business unit, vertical or product line. Customer choices also change frequently. A benchmarking is required as to where the organization stands up against competition. Reports must be inbuilt so that anomalies may get detected automatically. Thorough business analysis must be conducted to compare campaigns, themes and topics. For social media and content marketing, a marketing maturity curve exists. This starts at the base Emerging level followed by Foundational and then Scaling further higher up. High Performing comes next before Innovative is the top point.


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