online marketing plan for any college or university

1. By Dheeraj Kr. sharma

2. INTERNET USER IN INDIA

4. FACEBOOK USER

6. What is Digital Marketing
Digital marketing is the promotion of products or brands via one or more forms of
electronic media.
Digital marketing differs from traditional marketing in that it involves the use of
channels and methods that enable an organization to analyze marketing
campaigns and understand what is working and what isn’t – typically in real time.

7. Digital Marketing Types
Pre-marketing – Help marketers to acquire new customers
 Pre-Marketing is an ability to recognize the psycho-graphics behind a customer’s
behavior that will help brands to make a vital emotional connection with their potential
customers.
 Intent-based audience segmentation empowers marketers with this psycho-graphics to
make smarter decisions and fully harness the value of their target audience across the
web.
It also allows marketers to prioritize and focus their marketing activity and spend on
those activities that are going to deliver maximum value to the brand.
Re-marketing – Help marketers to woo dropped audience
 Re-marketing solution help marketers keep their brand communication stay on top of
the mind of diverted audience (audience that left without performing the desired
action). Dynamic re-marketing solution further personalizes the brand communication
to this diverted audience, so that they are most likely to return.
Alliance with top global ad exchanges ensures maximum reach that can identify the
dropped customer across digital landscape thereby maximizing the success of re-
marketing campaign.

8. Tools
 SEO (Search Engine Optimization)
 SMO(Social Media Optimization)
 SMM(Social Media Marketing )
 Google BOT
 Google Adwords
 Adwords Remarketing(Repeated Banner Ads to people visiting our
website)
 Adwords Display Marketing
 (Banner Ads on Education / Admission related web pages)
 Mobile Applications
 All Online Portal Regarding Education Global Center
 Google App Coordinator for education/Business
 Emailer Designing for Digital Marketing with use VPS(Virtual Private
Server)
 Bulk SMS Portal Coordinator
 Digital Marketing
 Bulk SMS

9.  Source of Leads
 Internet Advertisement Tools
 Social Networking Sites
 Bulk SMS service
 Internet web mailer
 Campus virtual tour
 Mobile Applications
 Long Tail Publishing Network

10. FLOW Social Media Audit
Social Media Monitoring
Social Media Management
Social Online Reputation Management
Social Media Marketing
Social Media PR

11. Lead Acquisition – Google Search &
Display
Capture users searching
actively for Engineering/MBA
on Google.com
Capture user base in the
relevant TG through Google
Display Network (GDN)
Capture the long tail through
brand awareness through FB
Tiered acquisition strategy
Let’s Do Something ‘Online’ is increasing the
Cost of Acquisition Everyday
High competition for
relevant keywords/overall
high search volumes

12. ADMISSION
PLAN

13. Optimizing Lead Management & Conversion
 Lead Gen from various sources
– Deposited in a single account
 Single location for
– Lead storage
– Lead Assignment
– Lead nurture & follow up
Sites
porta
ls
PR Vend
ors
Lead
Deposit
Cloud LMS
DATA
Secure Isolated Cloud Based

14. LMS Makes it Transparent
Upload Leads
Lead Calling
HT
Shiksha
OFFline
data
Others
Directly Captured • Improved Follow
Up
• Track Reports
• Better Conversions
• Better estimates
Lead
Deposit
Minglebox

15. Specific Benefits
Group Delhi
Ops User
Calling
Location 1
Calling
Location 2
Calling
Location 3
Ops User filter leads and
assign to each tele-callers at
multiple places from CLMS
Callers at various locations
login and update the leads
detail after call assigned
through CLMS interface
Student’s data
gets updated in
CLMS, which Ops
user can see and
process further
Upload Leads
Filter & Assign Leads
Process Leads
Callers Call & Update Leads

16. Deliverables and Milestones
Section 2BrandingLeadGenerationWebsites
Initial
Setup Phase
Lead Generation – Google Facebook, Mobile, Portals
Google, YouTube, Facebook and
Website Optimization.
2014 Leads
August, September, October November, December, January Feb - -----------------JulyWeek 1
Branding and Promotions
Leads and Promotions
• Constant monitoring through Analytics team
• Customizing of campaign as per performance

17. Step 1
Business
needs
Visibility into
current Google
AdWords A/c
structure for you
through MCC
Step 2
Google SEO/SEM
activity
Analysis of existing
campaign
structures &
specific business
objectives of each
campaigns
Study search-
display mix and
cost per acquisition
in both channels
Study SEO activity
on meta tags,
indexing of pages,
H1 & more
Step 3
Google
Analytics
Evaluate relevant
tools for your
institute
Begin campaign set
up for SEM and
activity for SEO
Evaluate, Analyse & Understand
Stage 2: Define and Execute KPIs based on
following key elements:
• Spend ratio of brand salience and lead operations
• Keyword & Placement Bids
• Page rank, indexed pages, traffic rank & visits to site through various sources
• Average CPC/CPA/CTR/Visits to the website
• Define Conversions ,Search/Display mix

18. THANK
YOU