HELLO (again) GIM!

I N T R O D U C T I O N T O D I G I TA L M A R K E T I N G

DIGITAL MARKETINGS E SS I O

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1

ME!

• Lead planner for Indigo Consulting (Leo Burnett)

• Worked at OgilvyOne and Windchimes Communications

• Worked in digital marketing, sales and communications for 6 years

EXAMPLE OF A GOOD APP / WEBSITE?

WHAT IS DIGITAL MARKETING?

Marketing using electronic mediums / digital technologies

WHAT THIS COURSE ENTAILS

• How to strategically think about digital marketing

• All you’ll need to know from marketing point of view

• Being in line with business objectives

BUT A FEW NUMBERS BEFORE WE GET STARTED…

Population of India

1.25 billion

Internet users in India

350 millionProjected to become 500 million by 2017

Mobile Internet users in India160 millionProjected to become 350 million by 2017

Facebook users in India

125 million

Twitter users in India

22-25 million

LinkedIn users in India

30 million

Tinder users in India

20th most popular country

Internet penetration in India

19%

81% 42% 79% 96%

Desktop:Mobile split of internet usage72% mobile

AND A FEW DIGITAL MARKETING NUMBERS…

India’s spends on digital media

$939 million14% of total spends

USA: $13.3bChina: $22.4b

TAKEAWAYS

• High population + high growth = exciting times!

• Traditional and digital will continue to co-exist

• Mobile is a key driver of growth

WHY IS DIGITAL MARKETING IMPORTANT TO COMPANIES?

ONE: NUMBERS

• The sheer volume of people who are on it

• The ability to target exact audiences

TWO: CHANGE IN CONSUMER BEHAVIOUR

• Digital is an integral part of our purchase process

Awareness

Information

Decision

Action

After

PRE DIGITAL

Newspapers, radio, TV

Friends, magazines

Trials, salesmen

At physical store

Mailers, phone customer care

DIGITAL

Banners, friends’ social posts

Websites, ecomm

Forums, asking online

Online

Email / Twitter customer care

THE ADVANTAGES OF DIGITAL MARKETING TO COMPANIES

Cost

Targeting

Cool factor /

Imagery

Sentiment

DIGITAL MARKETING HAS EVOLVED

Random / Ad-hoc

Structured, key component of marketing

THE VARIOUS ELEMENTS OF DIGITAL MARKETING

Websites

Search Marketing

SEO

Social Media

Videos

Display Advertisin

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Email Marketing

Mobile Marketing

Influencer Marketing

Other platforms

COURSE OVERVIEW

Session #

1

Session Topic

Introduction + Environment

2 Websites

3 Search Engine Optimization

4 Search Engine Marketing

5 SEO / SEM - Exercise

6 Social media basics

7 Social media cases

8 Social media exercise 1

Session #

9

Session Topic

Social media exercise 2

10 Digital Videos

11 Display & email marketing

12 Mobile Marketing

13 New platforms

14 User journey + assignment brief

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