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  1. 1. Careers in Integrated Digital Marketing  
  2. 2. Online marketing campaigs almost always work best when one does a mix of SEM, SEO and SMO  
  3. 3. Specific Media, a display ad network, recently published a study that concluded that in the travel category, display banner ads increased natural search results by nearly 300 percent.
  4. 4. It always helps to know how tactics are inter-related !.
  5. 5. SEM, SEO and SMO are all interrelated Source : www.fuel
  6. 6. Many campiagn managers tend to ignore SMO and SEO. This could be a costly oversight given how expensive SEM is turning out to be nowadays.
  7. 7. Why should you limit yourself to just one of them Why not learns the trade of the others and take your campaigns and businesses to new heights
  8. 8. Let’s step back for a moment and see why digital advertising is so hot !
  9. 9. Traditional Marketing is ‘Interruption Marketing’ and yet so expensive !! <ul><li>A 10 second ad on IPL last year was priced around 5-10 lacs. Imagine watching an ad just before the last over of a match : What kind of retention can it possibly have ? </li></ul>
  10. 10. Online advertising is personal and relevant . <ul><li>In SEM, the classified ads depend on the search query. In banner ads, the banner shown depends on the section or the kind of article being read. </li></ul>
  11. 11. Flexibility <ul><li>Things go wrong. And when they go wrong, its difficult to go back on commitments on TV and Radio. </li></ul><ul><li>In the digital space, campaign 'modulation' is a few clicks away </li></ul>
  12. 12. So why is TV and outdoor still around, you may ask..
  13. 13. (1) Because of ‘reach’ : The large advertisers have no option but to resort to TV for mass campaigns Figures above are for INDIA
  14. 14. To be noted : for the ‘teen’ audiences, the ‘viewership’ for social networks is in fact MORE than even TV.
  15. 15. And (2) because Old habits die hard. Media buyers and creative folks need new skills to do campaigns on digital. And they are still learning those.
  16. 16. Skills expected in ‘integrated digital marketing’ managers. <ul><li>Hands-on experience of at least a couple of years in atleast one of the main digital marketing tactics. (SEM/SEO/SMO) </li></ul><ul><li>Mature understanding of online audiences, trends and targeting principals </li></ul>
  17. 17. That’s where our programs would be useful.
  18. 18. Some aspects which we will cover in the program <ul><li>Best practices while designing a website : Navigation, Information Architecture, Content, Usability </li></ul><ul><li>How do search engine algorithms rank sites. </li></ul><ul><li>Tactics in On page and Off Page optimization. </li></ul><ul><li>Basics of Targeting : Searches, Keywords and Landing Pages. </li></ul><ul><li>Understanding various social media platforms like blogs, forums, community sites, social bookmarking & online PR websites </li></ul>
  19. 19. Who would find our programs useful <ul><ul><li>Online Marketing Heads (current and aspiring  ) in end-user companies. </li></ul></ul><ul><ul><li>  </li></ul></ul><ul><ul><li>Campaign Managers in online marketing agencies. </li></ul></ul><ul><ul><li>SEM/SEO/SMO professionals who want to have a holistic understanding of online marketing tactics. </li></ul></ul>
  20. 20. Learning Catalyst : ‘For those who like to learn but don’t like to be taught’ We offer learning programs in Web Marketing and Web Technology. (Instructor-led and Online) Mumbai office - 91 22 26135780 [email_address]