Digital marketing overview

1. Digital Marketing
introduction

2. AGENDA
1.1 Introduction to Program
1.2 Getting Started with Digital Marketing
1.3 Constituents Of Digital Marketing
1.4 Digital Marketing Process Framework

3. Introduction to Program
This Component Will Enable You to:
. Know aboutcourseinbox
. Understand Digital Marketing Career Streams
. Understand Training Process
. Expectations From You

4. Training Methodology
Pre Reading Material: To create a smooth flow of course and better understanding from classes
you all
are provided with LMS access and books, It’s expected that you will come to class only after going
through the same.
Class Lecture: Class Lectures are there for building the better understanding of subject in a face to
face
manner. You all are expected to pay attention to trainer during this time.
Live Walkthrough: These are part of class lecture where you will be taken through software's and
tools.

5. Class exercise & Quiz: This will be your time for concept building, hands-on learning, completing
task &
discussion with trainers.
Home Assignment: Getting in depth on the concept, without completing these you won’t be able to
take full benefit of this program. (Very Important)
Further Reading: The depth of digital marketing is unfathomable, this will house case studies and
great
content that’s worth going through to become a topic expert.
Doubt Sessions: As the duration of course is already defined we will have separate doubt sessions
Online & Offline every week for major doubts, all students are expected to add the doubts to
Course Inbox Forum so that a proper time could be allocated to every person and the solutions
could be
there for similar queries in future.

6. Expectations
� Please be on time for classes
� Please avoid unnecessary leaves
� Complete all your assignments on time
� Spend time on going through further reading section
� Don’t keep your doubts to yourself
� Keep updating your resume once you’ve learned the skill
Batch Timings & Class Re-scheduling: Branch representative
Delivery Issues: Write to sourabh@courseinbox.com
Placement Support: surya@courseinbox.com

7. Getting Started with Digital Marketing
This Component will Enable You to:
Define digital marketing
Know about advantages over traditional marketing

8. what is Digital marketing
"Digital Marketing is a Marketing Technique that involves usage of
digital mediums such as Internet & wireless for creating
Awareness, Consideration, Purchase & Loyalty for a brand,
product or a service."

9. Need - Digital marketing
Multiple Devices Digital marketing Personal Data

10. Traditional Vs. Digital Marketing
Traditionla marketing Digital marketing
Traditional Marketing Digital Marketing
Involves presence on print ads, outdoor
ads, newspaper ads, TV, Radio etc.
Involves presence on Websites,
email social media, search engines
etc,
.
Lacks Specific targeting of prospects
Can Specifically target people based onlocation,
age, Interests Etc.
Static-People can't interact it’s a one way
message
Dynamic- People can interact, modify,
respond & share it
Its costlier - You pay to reach out to
people who might not be prospects at all
Its cost effective- You only pay when
audience actually views or interacts

11. Reach is local. Only bigger brands can
afford global reach
Wide reach almost anyone present
anywhere in world can be reached at standard
budgets
Direct Results are not measurable Results are easily measurable as clicks,
impressions, visits and sales

12. Constituents of Digital Marketing
Understand constituents of digital marketing
.Know about advantages & challenges of each
This Component Will Enable You to:

13. Constituents Of Digital Marketing
Traffic Acquisition Channels
1.Search Engine
2.Social Media
3. Email Marketing
4. Display Advertising
5.Affiliate Marketing
Supporting Channels
1. Mobile Marketing
2.Website
3.Analytics

14. 1. Search Engine
80% of internet users agreed that
they prefer to use search engine
before making a purchase

15. Search Engine: Details
SERP ( Search Engine Result Page) Overview:

16. 2. Social media
Social media involves the social interaction among people inwhich they create, share or
exchange information, ideas, and media (pictures/videos) in virtual communities and networks.
Why is social media important?
4 Websites out of top 10 Most Visited are Social Media Sites
On an average an internet Users spend about 10+ hours per
week on social media

17. SMM = conversational Marketing
� Social Media Marketing Does Not Involves “Direct Selling”.
� Social media is not a channel where you will go out and
start running your banners ads to say “ Please buy my
product”.
� The aim of being on social media is Socializing , i.e. Getting
People into conversation.
� Every average individual today on social media is connected
to 100+ friends.
� The power of social media is to leverage his connections by
creating a content that he would love to share/talk about
among his friends.

18. SMM = conversational Marketing

19. 3. Email Marketing
Email marketing is directly marketing a commercial message to a group of
people using email.

20. why Emai Marketing
Flexible: Emails can be used at every stage of marketing i.e.
Awareness, consideration, interest and retention
Cheap: Sending email is much cheaper than most other forms of
marketing communication
Personalized: Email lets you deliver your message to the people
in personalized way with their names and into inbox.
Easy-to-Track: You can easily measure results and user activity on
emails such as delivery/opens/clicks/bounces etc.
Scheduling: You can easily schedule your mails on based on
calendar or any specific user activity or triggers such other events.

21. 4. Display advertising
Display advertising involves creating and running banner ads across different websites.
Its best channel for those who want to generate higher visibility resulting into Greater
audience reach and Brand Building

22. Display Targeting Options
This is what makes in better Display option then outdoor and newspapers

23. 5. Affiliate Marketing
Affiliates promote products, services or website of other businesses and make commissions
out of it by sending traffic & buyers to them.
Advantages: Offers direct leads & conversions

24. Example : Email Affiliate

25. 1. Mobile Marketing
Mobiles have been used largely today for buying &
finding product/ business or solutions online.
Since mobiles are the devices that remain with us
24*7 it gives marketers one of the most advanced and
essential channel for marketing.
Mobiles are generally used in later stages of
buying cycle i.e. Last minute bookings, Finding
address of a business etc.
Also Mobile apps help corporates to retain users

26. 2.Website
A website is a set of related web pages typically served from a single web domain.

27. Website is a Hub

28. 3.Web Analytics
Web analytics in itself is not a direct marketing channel but a supporting channel that helps
marketers to plan and execute their campaigns better. Analytics can help us to track
demography, device, browser and performance details of website visitor

29. Digital marketing process frame work
This Component Will Enable You to:
4 key objectives of marketing
Understand Placement of each constituent in marketing cycle
Digital Marketing Framework
As per the definition of digital marketing discussed at the beginning it involves fulfillment
of following 4 objectives:
Loyalty
Aim: Buyer -- > Loyal Customer
Purchase
Aim: Interested -- > Buyer
Awareness
Aim: Unaware -- > Aware Aim
Consideration
Aim: Aware -- > Interested

30. Final Framework
Loyalty
Aim: Buyer -- > Loyal Customer
Purchase
Aim: Interested -- > Buyer
Awareness
Aim: Unaware -- > Aware Aim
Consideration
Aim: Aware -- > Interested
Social
media
Mobile &
Website
Search
Engine
Affiliate
Dis play
Email