HELLO (again)

GIM!

S ESS IO N

DIGITAL MARKETING
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

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 youll 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
million
Projected to become
500 million by 2017

Mobile
Internet
users in
India
160
million
Projected 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:Mob
ile split of
internet
usage

72%
mobile

AND A FEW
DIGITAL MARKETING NUMBERS

Indias spends
on digital
media

$939 million
14% of total spends

USA: $13.3b
China: $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

PRE DIGITAL

DIGITAL

Newspapers, radio, TV

Awareness

Banners, friends social

posts

Friends, magazines

Information

Websites, ecomm

Trials, salesmen

Decision

Forums, asking online

At physical store

Action

Online

Mailers, phone
customer care

After

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
g

Email
Marketing

Mobile
Marketing

Influencer
Marketing

Other
platforms

COURSE OVERVIEW

Session
#

Session Topic

Session
#

Session Topic

Introduction +
Environment

Social media exercise 1

Websites

Social media exercise 2

Search Engine
Optimization

10

Digital Videos

Search Engine Marketing

11

Display & email marketing

SEO / SEM - Exercise

12

Mobile Marketing

Social media basics

13

New platforms

Social media cases

14

User journey
+ assignment brief

Visit 1

Visit 2

Visit 3