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Digital Marketing Plan by Vicky Deshmukh

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Publicada em

Digital Marketing
Beneficial use of Social Media Marketing
Budgeting for 1 month target
Objective to sell 500 units of Edukat Course in 1 montth

Publicada em: Marketing
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Digital Marketing Plan by Vicky Deshmukh

  1. 1. Digital Marketing plan to Sell 500 Units of Edukart Digital Marketing Course in 1 Month
  2. 2.  Target Customer  Competitions  Market Size  Business Environment  SWOT Analysis
  3. 3.  TARGET CUSTOMER Age: 18 yrs + For LinkedIn: 18 yrs - 35 yrs For Job Portal: 18yrs – 35yrs Gender: Male and Female Profession: Marketing professional, MBA students Employee working in DOT.COM sectors 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
  4. 4.  COMPETITION • NIIT Imperia (http://www.niitimperia.com/program-in-digital-marketing) • Digital Vidya ( http://www.digitalvidya.com/) • IAMAI (http://www.iamai.in/mktcourses.aspx) • Delhi School of internet marketing (http://dsim.in/) • Digital Academy (http://www.digitalacademyindia.com/) • Internet & Mobile Research Institute (IMRI) (http://www.imri.in/academics/ ) • Web Next Solution (http://www.webnextsolutions.com/) • Learning Catalyst (http://learningcatalyst.in/) • Digital Success (http://www.digitalsuccess.in/) • Web Marketing Academy (http://www.webmarketingacademy.in/) • Web Sense Training (http://www.websensetraining.com/) • Operating Media (http://www.operatingmedia.com/) • Local institutes providing certification courses
  5. 5.  MARKET SIZE
  6. 6. • About 1.5 lakh jobs are expected to be created in the digital marketing space within a couple of years as more companies tap the internet and the social media platforms to bolster business. • While all other industries are struggling with a growth rate of 5 to 10 %, digital media industry is booming high with 30% growth rate. • But the most remarkable point is that this growth rate is not going to be stagnant in the coming years. Scope for digital marketers in India will only get bigger and better in the years to come. • As per a recent study, although internet penetration in India is yet to cross 16% of the population. • India has 110 million mobile internet users of which 25 million are in rural India. Of this 5 million internet users in rural India 70% access the web via mobile phones. • Not just that India with more than 82 million monthly active Facebook users spots the third position in the world after the US and Canada and it is expected that that the country will have the world’s largest Facebook population by 2016.
  7. 7.  BUSINESS ENVIRONMENT •The country has 900 million mobile accounts, with 600 million unique mobile subscribers •It has more than 30 million PCs • It has more than 205 million Internet users at present and by 2015 there will be 300 million to 400 million Internet users •There are more than 50 million mobile data subscribers of which 5 million access Internet only on the phone • The country has 15 million 3G mobile subscribers • It has more than 23 million unique users on YouTube •Average time an Indian net user spends on social media is 3 hours a day •70% of Indian internet users watch online videos
  8. 8. Strengths:  Simple , Easy & Understandable  Innovative Products  Strong Marketing Experience  Cost Advantage  Positive Brand Recognition  Variety of payment mode Weakness:  No live chat option for interaction  No Class Room Training  Hard Copy of Course Not Provided  No current affairs & updates provided  No mail or Newsletter Opportunities:  Faster growth rate of internet users  New Course in the Market  Cross Selling  Shifting of marketing strategy Treats:  Lot of options are available in market  Price  New Competitive Course Products  Limited Funding  SWOT ANALYSIS
  9. 9. LONG TERM GOAL – To Generate Revenue And Increase Sales SHORT TERM GOAL – To Sell 500 Units of Digital Marketing Courses In a month Need – To Generate Maximum Number of Leads Through Online Marketing Which Can Be Converted Into Customers
  10. 10. LAST TWO MONTHS REPORT – Based on marketing done on different aspects These leads generated by -  Creating Website Relevance Keywords to site Google Ads Created Account on Face book, Twitter, LinkedIn and other site MONTH LEAD GENERATION CUSTOMERS CONVERSION RATE % 1st MONTH 3500 100 2.8 2nd MONTH 5000 250 5
  11. 11. NEXT MONTH GOAL / OBJECTIVE - Time Frame - 1 Month Target - 500 Units of Digital Marketing Course Conversion rate - 8% to 9% ( based on marketing plan ) Lead Be Generated - Appox 7000+ MONTH LEAD GENERATION CUSTOMER COVERSION RATION % 3rd MONTH 6500 to 7500 500+ 7% to 8% These leads will be generated on the basis of planned strategic marketing . Forward steps will be taken to explore and penetrate the huge market Leads will be converted into potential customer by providing proper guidance, feed back. The Key Lessons taken from the past experience
  12. 12.  TARGETING  POSITIONING  PROPOSITION & MARKETING MIX  BRAND STRATEGY  ONLINE PRESENTATION & PRESENCE  CONTENT & ENGAGEMENT STRATEGY  AQUITISION & COMMUNICATION STRATEGY  CONVERSION STRATEGY  RETENTION COMMUNICATION STRATEGY  DATA STRATEGY
  13. 13. TARGET Marketin g professio nal MBA students Employee working in DOT.COM sectors Graduates & Prospects Interested in a Digital Marketing Career Working EmployeesSmall Business Owners/E ntreprene urs Web Marketers Ad Agencies Web Analysts Website Owners  TARGET
  14. 14. Gender – Male & Female Ways of Targeting – Targeted More Through Social Media site (Face book , Twitter), Mailing, YouTube MBA STUDENT GRADUATE EMPLOYEES Targeted More Through Social Media site ( LinkedIn, Twitter, FB ) , Mailing, Mobile marketing Working professionals SME / Businessman Website developer
  15. 15.  POSITIONING
  16. 16. People: Visitor / Audiences will get broad description regarding course and its benefits. For any query support will be provided with help of FAQs, Live chat tool, Toll Free Number (ex.1800--), Post query. Place: Create pages / account in Face book, LinkedIn, Twitter, a Blog Google analytics account Banner & Display Advertising Price: Price of the course offered is Rs. 5599/- Promotion: Social Media – Face book, LinkedIn E-mail marketing campaign Google Ads Display ads Blogs, with back links to landing page  PROPOSITION & MARKETING MIX
  17. 17.  BRAND STRATEGY Research audience – Age: 18yrs to 35yrs Gender : Male & Female Professionals, Graduates, MBA student, SME, Web developer, Give your brand a voice – consistent in your messaging that audience wants to hear ex. Digital Marketing Certification From Expert ! Book your Seat Today Short Term / Long Term - Call on 1800... Balance online media mix – Search Engine Optimization Pay Per Click E-Mail Marketing Social Media Marketing Mobile Marketing Banner & Display Advertising Content Marketing
  18. 18. Plan social media integration – Interaction with audience through various medium Treat social media as conversion Face Book Twitter LinkedIn Blog Build up reputation online – be sure to leverage any existing offline partnerships you have in order to grow reputation online
  19. 19.  ONLINE PRESENTATION & PRESENCE Ads on other media site should give descent knowledge about course type ex. Digital Marketing Certification From Expert ! Book your Seat Today Short Term / Long Term - Call on 1800... www.edukart.com Link address should be landed on the respective page ex. Home page Site will be determine as Main Site Referral Site ( Registered on other portal B2B , B2C portal ) ex. www.____.com/edukart Every site or link objective is to get visitor on the main site (page) which can be useful and helpful to convert visitor into lead by providing proper content and various ways of contact us option.
  20. 20. Understand online audience EX . Student, Employee, professional, SME Create a content that values to each group EX. Digital Marketing Certification – Student / Employee/ Digital marketing to grow your Business - SME / Businessman Understand their online engagement behaviour and provide them platform for conversation Create online personas to target Ex . Prioritise influence Test & Refine Ex. Sent mail to those provided mail id, Analyse the visitor traffic way & engagement page  CONTENT & ENGAGEMENT STRATEGY
  21. 21.  AQUITISION & COMMUNICATION STRATEGY Last Two Month Strategy - Column1 PPC SEO SOCIAL Mobile Email offline Content
  22. 22. Column1 PPC SEO Social Mobile Content Email offline Media Next Month Strategy
  23. 23.  CONVERSION STRATEGY From the last two month responses and feedback of the visitors and customers Visitors Bounces 30 % to 70 % Early Walkers 10% to 20% Late Walkers 5% to 10% Leads Customer
  24. 24. Bonuses - Due to Content irrelevancy as per visitor Time Consuming for opening landing Page Heavy & Complex Web page design Irrelevant Visitor Early Walker – Content less informative Not proper conversation Improper contact us Action Taken- Content information is to the point Light images and display Increase in contact us by FAQ, Post, Toll Free, Feedback Increase in Social Media Interactions Post and updates Release and posting of Newsletter
  25. 25.  RETENTION COMMUNICATION STRATEGY Online Strategy – Feedback Form will be sent to customers Reward points for the reference New updates & newsletter will be sent Group discount Seasonal offers Link up courses to the previous courses done by candidate Life time Membership Forum Discussion Offline Strategy – Post to the candidate Home address Newsletter Membership Magazine Registration Wishing Cards
  26. 26.  DATA STRATEGY Permission Marketing – Promote to existing customers through email Face book contest tab encourages like Engage through contest tabs to create, share and win Inspire through blog which acts as a campaign hub
  27. 27. Offering Discount by logging through any social media account or email account
  28. 28. Channel Allocated Money Pay Per Click Management Rs 1.8LK Search Engine Optimization Rs 50k Content Marketing Rs 28k Face book Ads Rs 55k LinkedIn Ads Rs 35k Banner Ads Rs 50k Blog Marketing Rs 30k Video Advertising Rs 20k E-Mail Marketing Rs 19k Mobile Advertising Rs 14k SMS Rs 8k Phone Calls Rs 4k Total Budget 4.93LK
  29. 29. Catchy Ads

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