Day 1

Day 1.

Fundamentals of Digital Media marketing In this course, we will learn about the fundamentals of digital marketing and its relevance in our day-to-day lives. We will: Discuss how various digital platforms and social media are moulding consumer behavior. Understand most common terms used in Digital Marketing How various aspects of Digital media marketing will help Look at growth opportunities in the field of digital marketing..

Marketing encompasses the activities of generating, nurturing and converting leads for products, services, organisations or people. Some important features are – customer relationship management and nurturing, brand awareness and enrichment, online reputation management activities..

Product. Marketing Mix – The 4P’s. Functionality Appearance Quality Packaging Brand Warrant Service/Support.

Also known as online marketing, internet marketing refers to the process of promoting brands, products or services through the internet..

Web/Search engine marketing means promotion or campaigning primarily through websites, online advertisements as well as through search engines such as Google, Bing and Yahoo search..

Internet Marketing, in a broader sense, is used for the marketing of goods or services through electronic media like the internet, mobile phones, display advertising, podcasts, and electronic billboards..

Very expensive. Traditional Marketing vs. Digital Marketing.

Social Media Marketing Apart from posts and paid promotions on Facebook, tweets of Twitter, Pinterest re-pins, Instagram likes, paid advertising on the web, including Google AdWords and Pay-per-Click (PPC) help..

Social Media Marketing Apart from posts and paid promotions on Facebook, tweets of Twitter, Pinterest re-pins, Instagram likes, paid advertising on the web, including Google AdWords and Pay-per-Click (PPC) help..

Day 2.

Different tools of Digital Media Marketing. Related image.

According to Mark MacDonald, (Managing Director and Digital Business Strategy, Accenture) “Digital Strategy is not IT strategy”. In his opinion, digital strategy is a different approach in the field of advertising and marketing..

Types of Media.

Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.

You can create a persona through- Individual research Customer surveys Personal interviews of your target audience.

Buyer Persona Template. Source: buffer.com. Sample marketing persona.

Persona. Source: buffer.com. Buyer Persona Template.

Source: buffer.com. Marketing persona example page two.

Persona Sample. Background: *Staff Accountant at Founder Accounting *Completed his undergraduate degree at Penn State and his masters at Cornell University *Has a serious girlfriend and two dogs (a Labrador retriever and a pug mix) Demographics: *Male *Age 34 *Annual HH income: $125,000 *Lives in a townhouse-style condo in an urban area Goals: *Become a senior accountant within 3-5 years *Achieve a salary of $80,000 so that he can purchase a single family home *Network aggressively in order to build professional contacts Tommy Technology Hobbies & Interests: *Running 5K races with his girlfriend *Watching Game of Thrones *Going out to brunch with other young couples *Taking one nice vacation a year to established tourist destinations Challenges: *Wants to have a more modern website, but isn't the final decision- maker *Struggles with being seen as the "young guy" in the office and being taken less seriously as a result Common Objections: *l love the idea of a new website, by my boss will never go for it! He doesn't see the value in new technology. *I'd love to get started on a new website, but I don't think I can get buy-in from my boss. He never takes my ideas seriously. Biggest Fears: *Getting stuck in a job and not advancing up the corporate ladder as quickly as he'd like *Economic recessions that mean he'll never be able to retire *Life passing him by too quickly.

Inbound marketing, in the online sense of the term, is about setting up of a series of activities that draw the customers’ attention to a company and its products/services..

Day 3.

[image] Note content is king on a nice frame over wooden background.

[image] WEB PACES "OGCINC 11.111 LANDING PAGES INBOUND MARK E T I N G.

Online banking payment communication network technology 4.0 internet wireless application development mobile smartphone sync app: Business woman/ man holding physical smart phone omnichannel icon flow Today, any average digitally-aware person who wishes to buy or find out something.

When the user puts in a keyword or a sentence in the search box, for example ‘Budget hotels in North Goa’,.

If you’re a businessman owning a budget hotel in North Goa who wishes to appear on the first page of the search engine results page (SERP), you’ll need to do an enormous amount of interconnected activities to ensure organic visibility in the search results..

SEO is all about identifying the keywords most relevant to a particular business and then intelligently populating the website pages with them..

PAY PER CLICK CONCEPT While SEO results are, in a sense, free but call for a coordinated set of efforts, there is another option that rides on search results, pay-per-click..

Indian Rupee icon.3d illustration The cost of running a PPC campaign depends on the demand for the particular keyword/s and the willingness of the business to bid the proportionate cost for top placement in the search ads..

Clock and piggy bank with money PPC also allows a business to tweak the campaign based on time, budget, geography, demographics, psychographics, and so on..

Email is the cornerstone of inbound marketing.. Social media logotype flat icon It continues to hold its own despite the onslaught of new social media platforms..

Vector mobile app - email marketing and promotion - infographics in flat style A robust mailing list is a powerful asset to any online business..

Businessman using tablet pc and selecting newsletter. A well-done email newsletter combined with social media: Connects directly with the target audience Measures their intent towards the product/service Delivers a far higher potency compared to other online media.

Red round checkbox icon vector illustration isolated on white background A live medium to inform, educate and convince the target audience about a product/service’s value proposition..

Day 4.

Products And Services Keys Showing Selling And Buying Online Largely dependent on the kind of product/service the company offers and the audience it wants to reach..

Content is King 3D Words Website Valuable Information The potential of good content to reach relevant audiences is limitless..

Propagation is only one part of the equation; the content has to be good enough to be shared..

[image] Digital Dictionary Blog Follow Like Concept.

[image] Businessman holding a laptop with an landing page Business technology internet and networking concept.

[image] Influencer opinion leader team leader CEO and another business leading concepts Opinion leader for example politician has power to influence opinion mass of people especially customers.

Webinar, Online Education and Training concept - Blue Webinar button with microphone and headphones A brief and informal podcast.

Calls for connecting with industry influencers and informing them about the brand in question, its competitive advantages and so on..

[image] Infographic Elements and Communication Concept Vector Ribbons and Corners.

[image] leads button position 3d rendering. Lead management is the second stage of the marketing process It refers to an integrated system of activities that work in tandem to deliver a set of prospects who are most likely to buy This process begins wherein the online behaviour of each visitor is observed, tracked, analysed and graded through the visitors’ full journey in the marketing funnel It is a mix of art and science that leads to real conversion, which can be a monetary transaction, or the filling up of a form or any particular objective behind the lead generation campaign.

Lead Management - ACCD. Think of lead management as a vertically placed funnel where thousands of prospects enter the top of the funnel and gradually get filtered through different stages till a few reach the end of the funnel. This whole process can be explained as a journey of a stranger turning into a known customer..

Day 5.

How a budget hotel in North Goa got customers in off-season Let us elaborate on the budget hotel example mentioned earlier in this course..

This budget hotel in Goa had a seasonal problem. Its occupancy would drop drastically.