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Digital Marketing Plan
By
Makanth Sathupati
Digital Marketing Strategy Plan By Makanth
Digital Marketing plan to Sell 500 Units of
Edukart Digital Marketing Course in 3 Months
Digital Marketing Strategy Plan By Makanth
Situation Analysis - Target Customers
•
•
•
•
•
•
•
•
•
•
•

Male and Female
Age 18+
Graduates & Prospects Interested in a Digital Marketing Career
Working Employees
Small Business Owners/Entrepreneurs
Web Marketers
Ad Agencies
Web Analysts
Website Owners
People who live in India
Outbound Marketers
Situation Analysis - Competition
Competitor

Est date

Size

Market share
(%)

Strengths

Weaknesses

NIIT Imperia

2006

100

60

Big brand

Cost
expensive

GutsGo
emarketing

2009

20

20

Strong
Testimonials

No Offline
marketing

20

Strong Online
marketing
Campaigns

Not providing
valid
certification
for the course

Digital Vidya

2008

35
Situation Analysis – Market Size
Market Research:
• Industry is worth of Rs. 14000 Crores
• Digital Marketing agencies are looking for the certified, skilled people
• 20 Lk of jobs are going to be created by 2015

Market Targets:
• Planning to sell 500 units of Digital Marketing Course to
a.
b.
c.

Graduates/ Students
Working Professionals
Business Owners/Entrepreneurs and etc.
Situation Analysis – Business
Environment
• Digital Marketing service requirements are growing in India because of the
Internet.
• People research online about products before purchasing them.
• Many business owners want learn new marketing techniques to better sell
their products.
• Many professional graduates are looking for a Digital Marketing Career.
• Digital Marketing is relatively new and the future demand for it is high.
• People spending more time on Social Networking site like Facebook,
Twitter, Google+, LinkedIn and etc.
Digital Marketing Strategy Plan By Makanth
SWOT Analysis
Strengths:

Weakness:

 New Innovative Products
 Strong Marketing Experience
 Strong Creative Leadership
 Cost Advantage
 Positive Brand Recognition
 Skilled Workforce
 Financial Resource

 Don’t have enough resources to do
work
 Difficult to Raise Capital
 No Class Room Training
 Hard Copy of Course Not Provided

Opportunities:

Threats:

New Course in the Market
 Migrate Customers to web strategy
 Partnership
 Cross Selling
 Changing Customer/Student Preference

 Customers/Students Choice (ex: Price)
 New Competitive Course Products
 Limited Funding
 Environmental Constraints
Digital Marketing Strategy Plan By Makanth
Preparing for SMART Marketing in 2013

Remember to have
SMART Goals:

Company: Edukart.com

Specific

Year: 2013

Measurable

Goal: Selling 500 Course Units in 3 Months

Attainable
Realistic
Time bound

What is your overall
marketing goal?

Increase sales to Edukart.com IAMAI Digital Marketing Course Units

Which situation best
summarizes your
marketing needs?

I need more leads to convert into customers.

Based on your
answer above, set a
specific number for
an upcoming goal.

500 Course Units
LEADS

Average number of
monthly visits

Visitor to Lead
conversion Rate

Number of leads

Current

5000

4.00%

200

Recommended GOAL

5500

4.50%

248
When would you like
to reach this goal?

In Three Months

How many hours per
week can you
dedicate to inbound
marketing?

10+ hours per week

What is the biggest
marketing challenge
preventing you from
reaching this goal?

Converting Leads to Customers
Digital Marketing Strategy Plan By Makanth
Digital Marketing Channels
Search Engine Optimization
Pay Per Click
E-Mail Marketing
Social Media Marketing
Mobile Marketing
Banner & Display Advertising
 Content Marketing
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Channel

Allocated Money

Pay Per Click Management

Rs 1.75LK

Search Engine Optimization

Rs 62k

Content Marketing

Rs25k

Face book Ads

Rs 55k

LinkedIn Ads

Rs 25k

Banner Ads

Rs 50k

Blog Marketing

Rs 30k

Video Advertising

Rs 25k

E-Mail Marketing

Rs 20k

Mobile Advertising

Rs 20k

SMS

Rs 8k

Phone Calls

Rs 5k

Total Budget

5LK
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Keyword Selection
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
PPC Campaign Structure
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
Step 1: Mobilize website
Step 2: Watch how competitors are using mobile media
Step 3: Start using mobile media
Step 4: Read everything we can about mobile media (start
with MobileCommerceDaily.com)
Step 5: Claim business on location-based applications
Step 6: Run a mobile ad campaign
Step 7: Create a 2D or QR code promotion
Step 8: Design an iPhone or a Smart Phone app
Step 9: Encourage interactivity (e.g., CNN and Virgin Air)
Step 10: Integrate
Step 11: Track your results
Step 12: Test your way into success
Digital Marketing Strategy Plan By Makanth

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Digital Marketing Strategy Plan By Makanth

  • 3. Digital Marketing plan to Sell 500 Units of Edukart Digital Marketing Course in 3 Months
  • 5. Situation Analysis - Target Customers • • • • • • • • • • • Male and Female Age 18+ Graduates & Prospects Interested in a Digital Marketing Career Working Employees Small Business Owners/Entrepreneurs Web Marketers Ad Agencies Web Analysts Website Owners People who live in India Outbound Marketers
  • 6. Situation Analysis - Competition Competitor Est date Size Market share (%) Strengths Weaknesses NIIT Imperia 2006 100 60 Big brand Cost expensive GutsGo emarketing 2009 20 20 Strong Testimonials No Offline marketing 20 Strong Online marketing Campaigns Not providing valid certification for the course Digital Vidya 2008 35
  • 7. Situation Analysis – Market Size Market Research: • Industry is worth of Rs. 14000 Crores • Digital Marketing agencies are looking for the certified, skilled people • 20 Lk of jobs are going to be created by 2015 Market Targets: • Planning to sell 500 units of Digital Marketing Course to a. b. c. Graduates/ Students Working Professionals Business Owners/Entrepreneurs and etc.
  • 8. Situation Analysis – Business Environment • Digital Marketing service requirements are growing in India because of the Internet. • People research online about products before purchasing them. • Many business owners want learn new marketing techniques to better sell their products. • Many professional graduates are looking for a Digital Marketing Career. • Digital Marketing is relatively new and the future demand for it is high. • People spending more time on Social Networking site like Facebook, Twitter, Google+, LinkedIn and etc.
  • 10. SWOT Analysis Strengths: Weakness:  New Innovative Products  Strong Marketing Experience  Strong Creative Leadership  Cost Advantage  Positive Brand Recognition  Skilled Workforce  Financial Resource  Don’t have enough resources to do work  Difficult to Raise Capital  No Class Room Training  Hard Copy of Course Not Provided Opportunities: Threats: New Course in the Market  Migrate Customers to web strategy  Partnership  Cross Selling  Changing Customer/Student Preference  Customers/Students Choice (ex: Price)  New Competitive Course Products  Limited Funding  Environmental Constraints
  • 12. Preparing for SMART Marketing in 2013 Remember to have SMART Goals: Company: Edukart.com Specific Year: 2013 Measurable Goal: Selling 500 Course Units in 3 Months Attainable Realistic Time bound What is your overall marketing goal? Increase sales to Edukart.com IAMAI Digital Marketing Course Units Which situation best summarizes your marketing needs? I need more leads to convert into customers. Based on your answer above, set a specific number for an upcoming goal. 500 Course Units
  • 13. LEADS Average number of monthly visits Visitor to Lead conversion Rate Number of leads Current 5000 4.00% 200 Recommended GOAL 5500 4.50% 248
  • 14. When would you like to reach this goal? In Three Months How many hours per week can you dedicate to inbound marketing? 10+ hours per week What is the biggest marketing challenge preventing you from reaching this goal? Converting Leads to Customers
  • 16. Digital Marketing Channels Search Engine Optimization Pay Per Click E-Mail Marketing Social Media Marketing Mobile Marketing Banner & Display Advertising  Content Marketing
  • 19. Channel Allocated Money Pay Per Click Management Rs 1.75LK Search Engine Optimization Rs 62k Content Marketing Rs25k Face book Ads Rs 55k LinkedIn Ads Rs 25k Banner Ads Rs 50k Blog Marketing Rs 30k Video Advertising Rs 25k E-Mail Marketing Rs 20k Mobile Advertising Rs 20k SMS Rs 8k Phone Calls Rs 5k Total Budget 5LK
  • 45. Step 1: Mobilize website Step 2: Watch how competitors are using mobile media Step 3: Start using mobile media Step 4: Read everything we can about mobile media (start with MobileCommerceDaily.com) Step 5: Claim business on location-based applications Step 6: Run a mobile ad campaign Step 7: Create a 2D or QR code promotion Step 8: Design an iPhone or a Smart Phone app Step 9: Encourage interactivity (e.g., CNN and Virgin Air) Step 10: Integrate Step 11: Track your results Step 12: Test your way into success