1. INTRODUCTION TO DIGITAL MARKETING
By: Syed Rafay Ali
Course Overview:
“Digital marketing is more effective than traditional marketing”
“Brands are increasingly diverting funds from TV to Digital”
“Digital is the FUTURE”
How true are these statements? What comprises of Digital Marketing? Will digital marketing ultimately
replace traditional marketing in the future?
In this course we will cover:
1. Fundamental concepts of marketing
2. Setting the right “Campaign Objective”
3. Overview of available Digital Platforms (Google Search, Youtube, Facebook, Instagram) and the
digital properties they offer
4. Tracking campaign success vs. selected KPI’s (Key Performance Indicators)
5. The emerging medium of PR
Learning Outcomes:
The course will provide a framework to design and execute digital campaigns. It will also enable you to
leverage the power of digital to create awareness (upper funnel marketing) to realizing sales (Lower
Funnel marketing)
Course will be enriched by interactive case studies and guest speaker sessions by renowned digital
marketers.
Topic 1: The Ever-Changing Media Landscape
Theme: More things change, more they stay the same
By the end of this session you will understand the:
• Fundamentals of Media Industry
• Evolution of Media Landscape
• Choosing the right Medium
Topics to be covered:
• Current Media Industry Landscape
• How it all started:
• Newspaper, Radio, TV & now Digital
• Marketer’s JOB: Demand Generation, what role different mediums play
• Making Strategic Choices
• Importance of Experimentation
2. Topic 2: Zooming in on Digital
Theme: Campaign Objective; NUMERO UNO
By the end of this session you will understand:
• How to approach a Digital Campaign
• Different Mediums Available for Different Type of Objectives
Topics to be covered:
• Upper Funnel
• Lower Funnel – E-commerce
• Intro To:
o Google Search
o Youtube Advertising
o FB & Instagram
Topic 3: The Google Empire
Theme: Google is everywhere
By the end of this session you will understand:
• Google Search
• Youtube Advertising
Topics to be covered:
• Is search Dead?
• Setting up Search Campaigns
• Youtube Advertising:
o Deciding Campaign Objective
o Setting Audience
o Youtube Properties and Budgets
o Brand Lift Studies – An Introduction
• Content Design for Youtube
• Measuring Campaign Success
Topic 4: The Social Dilemma
Theme: Let’s Face it, we all want to advertise on FB, should we, can we?
By the end of this session you will understand:
• Basics of FB Advertising
• Content Best practices
• Basics of Instagram Advertising
Topics to be covered:
• FB & Instagram Advertising:
o Deciding Campaign Objective
o Setting Audience
o Facebook Properties and Budgets
• Content Design for Facebook & Instagram
• Measuring Campaign Success
• How Small Business can benefit from FB
3. Topic 5: PR & Social Listening
Theme: From Insights to Crisis Management to Delivering Impact
By the end of this session you will understand:
• Social Listening & Tools
• Role of PR
Topics to be covered:
• Social Listening Fundamentals
• Insight Generation
• Listening Tools
• PR, does it work? – Guest Speaker Session
Topic 6: The Not So Dead, The Not So Sure & The Upcoming
Theme: Platforms of Past & The platforms of Future
By the end of this session you will understand:
• Role of Platforms Like Twitter & LinkedIn
• What’s up with WhatsApp, Publishers & TIKTOK!
Topics to be covered:
• Tools for Twitter & LinkedIn marketing
• Publisher Platforms: SAAVN & Likes of it
• Platforms of Future: WhatsApp & Tiktok
Session 7: Curtain Call
Theme: Putting it all together, the world is not perfect
By the end of this session you will:
• Revise Key Points
• Understand how to Navigate in an everchanging Digital World
Topics to be covered:
• Campaign Objectives and Mediums to Choose
• Create the Right Content for Right Medium
• Visual Story Telling is Must
• Keeping Alive the Spirit of Experimentation
