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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.

An innovative method that can be applied to improve sales is called digital exhaust. This is the kind of data generated from routine tasks of sales personnel with their customers. Three tools have emerged which can leverage digital exhaust to provide the best of sales solutions. The first of these is called Volo-Metrix which usesbusiness analytics to study organization calendar and email metadata to provide information on how employees spent time at the work place. It integrates data based modern practices with traditional ones such as sales force surveys or interviews. Then there is Citrix’s Go-To-Meeting which does similar analysis but uses voice recognition technology as main aid. It also matches the voice with text messages to study against mismatch between the spoken commitments and those made on paper. Lattice Engines engages in predictive analytics. It scans job posting trends, credit ratings, social media traffic and compliance activities to decide on which kind of firms are doing best business. 


Contrary to popular perception, a new business idea is less about any new breakthrough technology, but rather it involves using existing technologies solve current problems. An example of this is the fact that when Whatsapp was scouring investors for its first round of funding, it was no high level technology that was done, but simply focus on the product. The business innovation that the Whatsapp developers did was with a lot of focus as they were clear as to what they wanted. They knew that it wasn’t inventors who innovate but those who can scale up for the masses to use. The initial thought process went into sourcing users rather than money or advertisements as they knew that their business model relied on volume and monetization would occur once people got hooked to the product. Thus instead of giving primacy to experiments inside the lab, innovation must rely on experiences provided to customers.


The successes of Pokémon Go and Amazon Dash clearly point towards the importance of touch points and the need to leverage them for marketing. Their success has also relied on the use of Augmented Reality (AR) which has implanted virtual characters to their actual physical locations, leading to record levels of user engagement. At present touch points can also be categorized in 4 Ps. First of all there is Purpose which defines the reasons to get involved with the touch points. Lego, Tinder and Snapchat are examples of firms which know the purpose for their engagement at critical touch points. Prompts involve the nudge which users receive to swipe, press or click at touch points for some positive result as leveraged by both AR tools as well as Jimmy Choo. Probes are an ideal instrument for digital marketing as they provide detailed information and insights on the product or service. Finally there are Perspectives which provide some tags to associate a product with something else along the buyer journey. These may be visual or simply informational. Chatbots may someday provide the holistic solution across these four Ps.


Social media has entered a critical phase where its centrality to digital marketing has been further enhanced. Some interesting trends have emerged that are dominating this market presently. First of all more content is no longer the mantra, instead it is quality content. Until recently, Facebook, Twitter and LinkedIn were highly dominant within this market, but that trend is altering with the emergence of Snapchat and Instagram serving niches. Live streaming using video content is getting bigger than ever. Buy buttons are getting more popular thus instigating people to complete the purchase process on social media itself. Existing applications are diversifying to service certain business requirements. An example of this would be Facebook’s Messenger service restricted to businesses. Instead of the mass content, the move towards customized material is gaining credence. Apps are getting broader with greater functionality. An example of this could be Facebook’s personal digital assistant.


Certain digital marketing trends are dominating the landscape in 2016. First of all wearable technologies such as Fit-Bits and smart watches are increasing in popularity. Such instruments are getting leveraged by marketers to conduct effective mobile marketing. Google in one such player that has jumped in with a concerted app based marketing strategy. The days of mass advertising are getting left behind due to the surge of personalization in marketing content based on individual buyer personas. Marketing is not seen as a onetime investment but where multiple channels contribute to the resonance factor. Thus multiple touch points across the buyer journey are being tracked by marketers. This is also allowing greater integration with the help of sophisticated technologies. For example, previously disparate strategies such as SEO and content marketing are being integrated to give best solutions to clients. Advertising options have improved tremendously. Advertisers now gleam valuablebusiness intelligence using analytics before targeting using personalized content. With Google and other such giants integrating the online space, disparate shopping items are earning more purchase points. Each purchase is leading to other useful purchases or discounts.


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.



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 thisbusiness 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.




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