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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.

About a decade back when social media was at its infancy, few realized its business value. Yet within few years, social media became such a integral part of digital marketing, that brands started pouring in billions of dollars to make it work for the company. Phrases such as viral, buzz and stickiness came to be commonly associated with modern marketing means. Facebook and YouTube have been the giants in this field, yet social media’s grasp to help brands leverage the medium is reducing. In fact brands are becoming way too common to the proliferation of social media marketing. In practice, individual entertainers or sportspersons are connecting well by building their brand on social media but brands are not gaining any leverage. As an example on sports pages, it is Real Madrid and Barcelona that continue to dominate but not a single penny is earned through this exercise to these brands or the master ones like Nike or Adidas. In order to rectify this gap, cultural branding may be recommended. For this the cultural orthodoxy needs to be well understood while locating the opportunity in it. Jack Daniel’s is an example of a brand that has perfected this cultural branding by associating itself with the tough rural region of Tennessee. The power of the crowd-culture also must be exploited. This is how the new ideology will work in the brand’s favour.


Marketing is the one field that has seen maximum change. This has created new roles that every organization must cater to. The first of these is digital marketing. Analysis has revealed that organic searches using this field are far more successful than paid ones. Then there is content marketing. The market has evolved to an extent that content now needs to be customized for separate segments. Also ‘channel appropriate’ content has to be selected. Business analytics can be used to provide pinpointed analysis on the reach of different content pieces. This analytics can best be understood and used for business decision making by marketing science. Stories are created and then visualized to provide customer with attractive content to associate with respective brands. This kind of a scientist can even be called a segmentation analyst. Marketing is not just an outbound activity of reaching but also has inbound credentials. That is why customer engagement specialist is another role essential at present. Lot of effort is made to attract new customers, but retaining or engaging existing ones can solve a major portion of revenue targets.


Successful CMOs have certain unique traits and they can broadly be divided into four categories. First of all is the expertise level. The modern CMO needs to have a basic grasp over technical terms such as hacking, coding or digital marketing. One needs to be design –focused and data driven. One also needs to be a lifecycle marketer so that as they understand the criticality behind acquiring customers and then engaging them to retain. Such CMOs also understand that marketing needs to be a multi-channel activity and not dependent on single point. The next category is leadership. Such CMOs are visionaries which helps them frame holistic a corporate strategy. They are top communicators and are intuitive about qualities of people. Instead of hogging the limelight, they believe in empowering team members. This allows them to act as facilitators for team members to excel at within a certain budget on specified resources. Next up, CMOs need to be business focused. They know the centrality of customers so develop plans accordingly that are revenue focused. They understand the complexities of cross-department communication so manage it accordingly. Such CMOs constantly believe in growth so keep innovating. Their decision making involves constant amplification around aspects such as company culture, brand stories, funding streams or technology scaling. The final category involves personality traits which start off with a basic curiosity that the CMO needs to display. The person must be humble, willing to take risks, possess an eye for detail and accountable for the overall results of the team.


Virtual Reality (VR) is one of those aspects taking gigantic leaps. Many consider it to be the next big thing, especially in the platform business. Google uses VR to give specific pleasures to users. Facebook is using this business innovation to entice customers to purchase products post seeing VR aided advertisements. The New York Times has also developed a VR channel which sees some giants of respective industries as paying advertisers. This includes TAG Heuer, Mini and General Electric (GE). These ads are short VR based films with the TAG Heuer one giving particularly pleasing an experience. Other leading companies such as Mattel, Apple, The North Face, Microsoft, Disney, Nestle Lufthansa, NBC, HBO, Cola-Cola and Nissan are also investing substantially in VR based marketing.


User Experience (UX) must be the way forward for marketers before decoding strategies. UX must not instead translate to user exploitation. Today’s customers are smart and they will then put the brand on top of the list to be excluded once competitors launch similar products or services. That is why Google has blocked its mobile interstitial adverts as they spread like fungus and create difficulties for customers. Pop-ups add to users’ Irritation Quotient (IQ). The mobile phone is a very good source to evaluate customer engagement as proper business analytics can be derived out of it. This is how we know that two-fifths of Facebook users abandon links which take more than three seconds to load. The company has now taken adequate steps to eliminate such difficulties. Even Amazon does not encourage clients that irritate customers. Similarly, KPI dashboards are being built after evaluating their customer interface. Source: 

Some key techniques have been identified by which brands can generate conversation about itself on social media and thus drive digital marketing. Latest trends need to be identified and leveraged accordingly. An example of this could be the tremendous popularity of Pokémon Go which has led to brands such as Zizzi and Pizza Express to attach their names next to the brand on Twitter. Pokémon Go has also been by creating contests based around the game, at the end of which users win Poke coins. Further demonstration of the power of the game can be gauged through e-Bay’s innovation of displaying Pokémon characters on their e-commerce platform. This is driving creativity on various social media channels.


With the growth of Artificial Intelligence (AI) being used as a tracking device, it is important to streamline chatbots accordingly. Chatbots are supposed to derive meaningful business intelligence out of conversations that people have on social or digital media. However, this becomes challenging due to the fact that a lot of conversations taking place in the informal media use short forms or slangs which all cannot understand. Even if keywords are to be used, AI cannot track such a word that has been rephrased uniquely by particular users until that becomes a trend. Thus detailed analysis of usage patterns needs to be conducted. Sometimes human interference can help out. Narrowing down on a range of possibilities for such words not understandable or borrowed from a different language is another decisive way that needs to be explored.


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