Day 1
MODULE 1: INTRODUCTION TO DIGITAL MARKETING
Introduction to Digital Marketing
Digital Landscape in India
Why care about Digital Media: Opportunities and Trends
Changing Power Dynamics – Consumer is King Introduction to key digital marketing techniques Introduction to Owned, Earned and Paid Media Key terminology used in digital marketing
Digital Media Mix
Relevant Global & Local Digital Marketing Success Stories
MODULE 2: SEARCH ENGINE MARKETING (GOOGLE ADWORDS)
Fundamentals of AdWords (Google Search & Google Display Network)
How Google AdWords fits for brand campaign
Brand activation on Google AdWords ( Search/Display)
Introduction to Remarketing
Metrics That Matter – Creating Meaningful Insights from AdWords
Intermediate and Advance strategies
Exercise: Ad Copy Creation & Keyword Research Tool
Relevant Global & Local Digital Marketing Success Stories
MODULE 3: SEARCH ENGINE OPTIMIZATION
Introduction to Search Engine Optimization
Importance of SEO for a Brand
Evolution of SEO including Major Algorithm Updates
Key Search Engine Factors ( On Page and Off Page )
Exercise: Checking site speed using Google Pagespeed Insights
Exercise: Finding Domain Authority and doing a competitor comparison using Moz
Metrics to measure SEO success
Relevant Global & Local Digital Marketing Success Stories
MODULE 4: CONTENT MARKETING
Introduction to content marketing
Why content is king and overview of content strategy.
How content Marketing is key to modern SEO
Content types with examples
Case Study
MODULE 5: PRACTICAL COMPONENT
Practical Component
Group Activity
DAY 2
MODULE 1: FACEBOOK ADVERTISING
Orientation to Facebook Advertising
Facebook ad types, campaign structure, creation process and detailed targeting options
Optimizing for Success: Importance of CTR and Targeting
Advanced Targeting (through Email, Phone(Custom Audiences), Lookalike Audiences &Retargeting)
Measuring Success including Conversion Tracking
Exercise: Media Planning &Targeting
MODULE 2: TWITTER MARKETING
Twitter in Plain English
Opportunity of Twitter for Branding, Lead Generation, Thought Leadership, CRM & Market Research
Leveraging Lists, Hash Tags &Trends
Introduction to Twitter Ads
Introduction to Twitter Analytics.
Twitter Tools: Hootsuite, Tweet Deck, Crowdfire, Tweetreach & Hashtagify
Exercise: Live Tweeting using a unique hashtag for the workshop
Relevant Global & Local Twitter Marketing Success Stories
MODULE 3: LINKEDIN MARKETING, INSTAGRAM AND PINTEREST
LinkedIn for Personal branding & Brand Marketing
LinkedIn Ads
Making the best use of Instagram and Pinterest – Best Practices
Relevant Global & Local Digital Marketing Success Stories
MODULE 4: YOUTUBE ADVERTISING
Essentials of Video Marketing
Over View of YouTube Channels
YouTube Campaigns
YouTube Ads
Key Metrics
Relevant Global & Local Digital Marketing Success Stories
MODULE 5: PRACTICAL COMPONENT
Practical Component
Group Activity
DAY 3
MODULE 1: MOBILE MARKETING
Introduction to Mobile Marketing
Why care about Mobile Marketing?
The Indian Mobile Landscape
The Power of Mobile
Contextual Marketing
The Mobile Marketing Toolkit
Mobile Marketing Do’s & Dont’s
Mobile Marketing Measurement
Relevant Global & Local Digital Marketing Success Stories
Plan for Office 365 clients.
Plan connectivity for Office 365 clients.
Configure connectivity for Office 365 clients.
MODULE 2: EMAIL MARKETING
What is email marketing?
Biggest challenge in email marketing
Overview of Email Deliverability
Overview of Effective Email Content
Customer Acquisition Strategies
Nurturing & Automation
MODULE 3: PLANNING INTEGRATED DIGITAL MARKETING CAMPAIGNS
Creating an integrated digital marketing plan
Budgeting, Costing and resourcing
Aligning business objectives, strategy and tactical solutions
Accurately deconstructing and placing target audiences online
Actualizing and integrating all elements of online marketing
Measuring ROI
MODULE 4: ANALYTICS
What is web analytics?
Common Web Analytics Terms
Getting started with Google Analytics
Introduction to GA Reporting – Audience, Acquisition & Behavior
GA Conversion Tracking
MODULE 5: INTRODUCTION TO FUTURE TRENDS IN DIGITAL MARKET
Introduction to Augmented Reality, Virtual Reality and wearable tech
Relevant AR/VR Case studies
