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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.

While digital marketing is being adopted by increasing hordes of companies, few boost of actually having the personnel to read through the lines. It leads to enormous quantities of data being captured but companies are struggling to process this data to form coherent information as they lack professionals trained in business analytics. To rectify this demand-supply gap, companies may resort to using online tools to break down the same. One such very useful app is Social Sprout as it helps curate content. Similarly, Google Analytics and Facebook Ads Manager also provide coherent information but not the complete picture. Marketing strategists must learn to focus more on top of the funnel activities. A lot of front facing managers are not convinced that analytics will yield any benefits to business decision making abilities. A visual representation of data always helps marketers analyze the exact requirements. This is because beyond shortcuts, human beings can actually see the bigger picture at one go. P&G for example does a large sample of monitoring using GPS enabled reports on its delivery trucks. A true analyst must search for clues of relationships within data. He/she must look for trends instead of data points. This data captured must lead to predictive modeling.


Some ways have been identified by which Google Analytics may be used for improvements to the website. First of all the Bounce Rate must be studied as a high one indicates a lack of engaging content on specific pages. For this resonating content needs to be put in place as engaging content has been observed to be among the best sources for digital marketing. Potential new markets need to be assessed. Attribution data needs to be checked as it provides business intelligence on which channels are doing best and which campaigns need greater improvisation. Here cross-channel attribution must also be studied. This can also help the marketers with understanding the various sources of traffic. Google Analytics also provides trends on daily basis. Customer behaviour may be tracked using a flow diagram which maps entire journey. The attention grabbing pages must be sued to the hilt. Priorities must be set right at the beginning between mobile and desktops. A thorough study needs to be made on keywords driving traffic. Finally Google Search Console must be enabled with the system.


The world of social media is set to be disrupted further so companies need to be prepared accordingly. First of all Augmented Reality (AR) and Virtual Reality (VR) are set to play a bigger role in the overall pie as indicated by the growing sales figures of Oculus and the record downloads of Pokémon Go. Wearable technologies have seen an initial lukewarm response to Google Glass and Apple Watch but newer features such as social integration are being added as interest still remains exemplified by Snap’s Spectacles. Live messaging is to return as a key ingredient in digital marketing. Collaborative social stories are being brought together using artificial intelligence as done by Twitter’s Moments. Social media will get completely dominated by apps with Facebook extending its tentacles everywhere just as Google did not so long back. That is why several smaller social media platforms may soon disappear to be replaced by a giant centralized structure. Eventually limits will be imposed on the syndication that can be done by brands such as Facebook, Snapchat or Instagram.


The role of the Chief Marketing Officer (CMO) is set to rise with the imprint of technology growing in marketing operations. Digital marketing in the previous decade was confined to e-commerce and the B2C segment but now increasingly entering into B2B. Five marketing technologies have been identified that the modern CMO must invest in for their respective organizations. First of them includes marketing automation softwares from the likes of Hubspot, Salesforce and Marketo. Then there is omni-channel marketing as this best helps track customer experience and maximize its scope.  As per research, marketers are expected to spend one-ninth of their online marketing budgets on business analytics but less than a fourth are as yet leveraging data to its fullest extent. Digital optimization tools can help convert leads from online marketplaces using techniques of PPC or CPC. Finally, programmatic Real Time Bidding (RTB) has been identified as the future of advertising. They run on adaptive algorithms to process vast chunks of data to meaningful information. In addition support technologies must also be leveraged such as Artificial Intelligence (AI) and Account Based Marketing (ABM).


Content marketing can emerge as one of the best means for effective corporate training. It will empower the employees to float the content and convert doubters on product or service quality. Content that is shareable is particularly useful for employees who are themselves organic brand advocates. One of those methods is to use social media as that provides massive reach for conducting digital marketing operations. Content marketing also fosters an environment conducive to collaboration. When members of one team share content on social media or pen blogs relevant to their area of expertise, it induces others to do likewise. Crucially, it gives employees an insight into what the brand really stands for. Internal communications must never be simply communications on what the brand has achieved or pictures from some staff party, but instead informative presentations or product videos.



According to a recent survey, more than seventy percent of adult Americans now own smart phones, and about three-fifths consume digital content on via mobile apps. Thus the mobile phones have emerged as one of the cornerstones in executing digital marketing campaigns. Three steps must be adopted by all marketers in order to emerge as winners this year in this field. First of all, marketing automation tools must be leveraged. Chatbots must be used and data stored in order to gain effective business intelligence. Such automation can lead to customers being led through the right marketing funnel. This data captured, must also be used to generate predictive analytics. While written content still remains effective and relevant, blogging has been dethroned from its perch by video content or images. This has led to gains made by digital assistants such as Apple’s Siri, Google Now and Amazon Alexa.  Every website must be optimized for seamless usage on smart phones.



It is telling that usually the words beautiful and ad-free are paired together for websites. Ad blocking sites are also increasing in number and intensity leading to overall click-through rates being abysmally low across all frontiers. Some predict that online advertising could disappear altogether while another segment feels that digital marketing content must be specifically be targeted at providing authentic experiences to millennials. Both are off the mark in one way or the other. Attention span of readers I at an all time low and digital natives demand constant quality content ripe for skimming. Thus native advertising’s second edition is primed to take off as the solution. Earlier, native advertising simply meant any site or app having its own ad platform. Now it will be relevant for the users. The likes of Amazon’s Alexa and Spotify have already started some such micro-targeting taking advantage of the heaps of data now available. This is in stark contrast to traditional disruptive experiences provided by Google’s search suggestions or Facebook’s sponsored links.



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