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

Transcription

1 TRUE DIGITAL MARKETING MASTERCLASS a w i n d o w t o t h e w o r l d o f S T R U C T U R E D D I G I T A L M A R K E T I N G h e l d i g i t a l m a r k e t i n g u n i v e r s i t y. c o m w w w. d i g i t a l m a r k e t i n g u n i v e r s i t y. c o m

2 W H Y I T I S C O N S I D E R E D T O B E T H E W O R L D ' S M O S T S T R U C T U R E D D I G I T A L M A R K E T I N G C O U R S E? True Digital Marketing MasterClass is different and more effective because of the structure and discipline we bring into the overall learning methodology and the content. And we also get the positive superlative feedback as we are deeply in Love with Digital, we have mastered the art of making you learn faster than any other course by putting the right structure and excitement in the course. Being an Indian company/individual we score very high on the digital mix, we are practical, we do it every day, thus we know what works and what not. This is the core reason that International market gives us house full sessions one after the other. In Exeter, we were the last training to enter in, just 2 weeks before, they said, We can t promise you how many people can attend as people have already made their choices, the final outcome: We were the largest attended session of the day followed with public testimonial and buzz. The event organizers want us again this year. With UPH.edu, the previous Indian trainers failed them in digital marketing and now we have completed our 4th batch, all with superly excited testimonials. At IIFT, many have shifted their career to Digital. We are passionate and deeply in love with digital marketing, not teaching digital marketing but helping people learn and execute digital marketing. This is where we are really good at, we view the subject in a structure that helps you consolidate more knowledge to produce wisdom (actionable). There are many who learns but are not confident about the subject, the reason, they know the leaves, they don t know the braches these leaves are supposed to be associated with. STRUCTURE is what we have enabled in our curriculum and SLTS is bringing in the DISCIPLINE to make you market ready in every aspect.

3 T R U E D I G I T A L M A R K E T I N G M A S T E R C L A S S I S F O R P R O F E S S I O N A L S W H O W A N T T O T A K E A L E A P F R O G B E F O R E T I M E A N D E S T A B L I S H T H E M S E L V E S A S H E A D S O F D I G I T A L M A R K E T I N G F O R P R O M I N E N T B R A N D S I N I N D I A A N D O V E R S E A S D I S C I P L I N E & C R E D I B I L I T Y S T R U C T U R E & K N O W L E D G E PROF RANJAN DAS IIMC Professor, Founder TSA 42 years in academics The course curriculum is prepared under the guidance of Prof Ranjan Das, Chairman - TSA, and Professor of Strategy, Innovation, Entrepreneurship and Leadership, has a total 42 years of experience. 20 years in the industry during which Prof Das has been associated with companies on senior positions in the management team. 22 years of teaching, training, research and consulting as a Professor of Strategic Management at IIM Calcutta 10 years as an Academic and Social Entrepreneur engaged in setting up India s FIRST and only one 100% LIVE DIGITAL Academy named The Strategy Academy. MR. AJI ISSAC MATHEW CEO IndusNet TechShu 15 years in digital marketing The course is designed by Aji Issac Mathew who is an Entrepreneur and Digital Strategist based out of India. After his first year at AIMK, Aji opted out of placements to join a web startup. In last 15 years, Aji has helped over 500 small and large enterprises globally to leverage the power of digital. He has trained and guided the entire digital marketing team of HP. Aji is a guest lecturer of Digital Marketing at IIFT, India and UPH, Indonesia. He is the speaker at the Ideas Festival Exeter, Digital Festival Cardiff, and has been a part of several other conferences.

4 T H E C O M P A N I E S B E H I N D T H E K N O W L E D G E S T R U C T U R E I N D U S N E T & I N D U S N E T T E C H S H U We are a full-service software development and digital marketing agency with a strength of 750+ people, we have channel experts (horizontal team) and project execution team (vertical team), you get almost all services guided by experts under one roof. The ones we don t execute, we find right partners for it. We understand your business and coordinates with different verticals to get the work done. The seats for the scholarship is limited to 10 per batch. 50% of the course fees are sponsored by Indusnet Technologies, IndusNet TechShu and partner companies until March 1st, 2018.

5 T H E C O U R S E W I L L B E D E L I V E R E D O N S L T S SLTS based Programs has been delivered to more than 50 companies in India and abroad for L&D transformation. Few of the key partners: SLTS is a product of The Strategy Academy was set up in 2008 by Prof Ranjan Das, an IIMA alumni, and prof at IIMC with over 42 years of experience in academics. TSA is a knowledge based Professional Service Organization based out of India and has worked with over 50 companies and institutions worldwide to deliver programs. You can understand more about SLTS from the videos below: How does the SLTS methodology work? How did you become an entrepreneur at 60?

6 P E O P L E O F T E N U S E S U P E R L A T I V E T O E X P L A I N T H E I R L E A R N I N G. T H E O V E R A L L C O U R S E S T R U C T U R E I S A D O P T E D A N D I M P L E M E N T E D B Y M A R K E T E R S G L O B A L L Y, H O W E V E R, I T H A S B E E N C U S T O M I Z E D W I T H R E S P E C T T O I N D I A I N

7 S A L I E N T F E A T U R E S 01 Course Highlights Business KPIs, Marketing KPIs & Digital Marketing KPIs Getting the top view right Digital Marketing and Execution fundamentals Digital in Business, phase of business & why it matters Business level communication & Digital (Positioning, Values, Decision Makers, Creative guidelines) How to Put the rough objectives and goals (OKR based) Redefining goals with respect to goal tenure, target group, market, digital assets, customer journey, layers of investment, budgeting etc Understanding Organic & Branding channels Channel Strategy & Business KPI view - PPC (Adwords), Social Media Ads, Social Media Updates, Marketing, Campaigns, Landing Page & CRO, Mobile Marketing, Analytics, Content Marketing etc. Detailed course outline in Appendix I 02 Extremely Flexible The program will be delivered through SLTS - an extremely flexible 2-way interactive online platform. TDMM will be a participant-centered learning process rather than lecturing by the faculty Sessions can be attended by participants from anywhere [India/world] on a real-time basis For candidates who miss a session, will be provided recordings of the lecture A participant can earn certificate of completion once the 20 hrs course is complete but will be granted the honors certificate only if they pass the TDMM exam The course is designed for digital marketing enthusiasts having an experience of above 2 years in any domain. The participant with a TDMM Certificate is automatically eligible for the first round of interview with the partner companies. 03 Highly Disciplined Process driven with TWIN emphasis on [a] learning both knowledge and how to apply it in a specific situation and [b] transformation of behavior SLTS deploys a special 5-way learning process. This process has built-in time and sub-processes that help in assimilation and absorption of knowledge and how to apply acquired knowledge in real life situations The course will have a 7 level multi-element assessment on the lines used by top business schools in India 80% attendance is compulsory for lectures and 100% for hands-on exercises The candidates can re-take the final exam only 3 times in 6 months post completion of the course. The course materials shared during and after the course is not meant for use outside the TDMM community as it will be designed as per the qualifier test results. 04 Learning Approach The course modules, models, worksheets have been delivered to prominent business schools in India, the UK, Indonesia and the USA. 15 years of digital marketing hands-on experience with projects delivered across business domains The instructor has trained and guided the entire digital marketing team of HP The Instructor is leading Eastern India s largest digital Marketing agency with a team of 750+ people The course entails 30% hands-on exercises, 40% lectures, 10% evaluation and 20% class participation 50% of the digital structures you will learn has been a game changer for several businesses.

8 05 Fees and Scholarships The course fee is INR 40,000 including GST. But until March 1st, 2018 candidates will get 50% scholarship on their total fees. GST of 18% would be additional. The fees include tools, worksheets, additional reading materials, Digital Insights 2018 report etc. The seats for the scholarship is limited to 10 candidates per batch. The fees need to be paid through NEFT or cheque. Payment details below: Name: Indusnet Techshu Digital Pvt.Ltd. Bank Name: ICICI BANK LTD Account No RTGS/IFS Code: ICIC Session Timings Batch will start on March, 17th A candidate can opt for either Weekday or Weekend batch Weekend batch timings at 4 PM - 6 PM on Saturday and 11 AM - 1 PM on Sundays. Weekday batch timings at 8 PM - 10 PM on Mon/Tue and 8 PM - 10 PM on Wed/Thu. Participants are not allowed to switch batches in any case. Total 20 hours of interactive lectures 10 hours of reading and learning each week Total 5 case studies each week to understand each chapter Additional 2.5 hours have been allotted for quizzes 1 hour of Q&A options every week for the candidates 1 hour has been allotted for the DMM Final Exam

9 TRUE DIGITAL MARKETING MASTERCLASS C o u r s e O u t l i n e / w w w. d i g i t a l m a r k e t i n g u n i v e r s i t y. c o m h e l d i g i t a l m a r k e t i n g u n i v e r s i t y. c o m

10 C A R E E R O P T I O N S Y O U C A N C H O O S E A F T E R C O M P L E T I O N O F T H I S C O U R S E. T H E D E S I G N A T I O N S A R E S U B J E C T T O T H E C O M P A N Y S H U M A N R E S O U R C E S T R U C T U R E. H O W E V E R, T H E J O B R E S P O N S I B I L I T I E S R E M A I N T H E S A M E. D I G I T A L M A R K E T I N G S T R A T E G I S T W h o c r e a t e s a n d o v e r s e e t h e e x e c u t i o n o f a p l a n t h r o u g h s p e c i f i c i n i t i a t i v e s t o m e e t t h e o b j e c t i v e s o f t h e s t r a t e g y Salary: 45k-70k After 3 years of experience VP Digital Marketing Salary 65k to 100k S O C I A L M E D I A M A N A G E R W h o c r e a t e s a n d m a i n t a i n n e w m a r k e t i n g c a m p a i g n s, b r a n d p r o m o t i o n s o r p r o d u c t l i n e s f o r t h e c o m p a n y o n d i f f e r e n t s i t e s, m o n i t o r p r o g r e s s u s i n g w e b a n a l y t i c t o o l s. Salary: 30k-40k After 3 years of experience Director Social Media Marketing Salary 45k to 60k M E D I A R E L A T I O N S C O O R D I N A T O R W h o i s r e s p o n s i b l e f o r d e v e l o p i n g a n d m a i n t a i n i n g t h e p u b l i c i m a g e s o f t h e i r c l i e n t s o r o r g a n i z a t i o n s w h i c h i n c l u d e s i s s u i n g a n d p r o m o t i n g p r e s s r e l e a s e s. Salary: 25k-33k After 3 years of experience Media Relations Director Salary 40k to 55k P P C M A N A G E R W h o a s s i s t s w i t h t h e c r e a t i o n, o p t i m i s a t i o n a n d r e p o r t i n g f o r P P C c a m p a i g n s a s d i r e c t e d b y t h e M a r k e t i n g T e a m. Salary: 35k-50k After 3 years of experience Director of Paid Media Salary 50k to 65k C O N T E N T M A R K E T I N G E X E C U T I V E W h o o v e r s e e s t h e c o n t e n t p r e s e n t e d o n w e b s i t e s a n d b l o g s, a n d m a y a l s o b e r e s p o n s i b l e f o r c r e a t i n g, e d i t i n g, p o s t i n g a n d u p d a t i n g. Salary: 20k-30k After 2 years of experience Content Marketing Manager Salary 35k to 50k O N L I N E R E P U T A T I O N E X E C U T I V E O R E s h e l p c o m p a n i e s i n c r e a s e t h e i r o n l i n e p r e s e n c e b y i n c r e a s i n g p o s i t i v e r e v i e w s, h e l p i n g t o s u p p r e s s n e g a t i v e r e v i e w s. Salary: 18k-25k After 3 years of experience Content Marketing Manager Salary 35k to 50k F R E E L A N C E D I G I T A L M A R K E T E R W h o : C r e a t e s a n d o v e r s e e t h e e x e c u t i o n o f a p l a n t h r o u g h s p e c i f i c i n i t i a t i v e s t o m e e t t h e o b j e c t i v e s o f t h e s t r a t e g y. Remuneration depends on how many projects are undertaken. After few years of exposure, freelancers set-up their own marketing agency S E O M A N A G E R D e v e l o p i n g a n d i m p l e m e n t i n g e f f e c t i v e s e a r c h e n g i n e o p t i m i z a t i o n ( S E O ) s t r a t e g i e s. C o o r d i n a t i n g c o n t e n t, d e s i g n, s m, p a y - p e r - c l i c k ( P P C ) a n d o t h e r a c t i v i t i e s. Salary: 25k-35k After 3 years of experience SEO Specialist Salary 35k to 50k

11 01 Business KPIs, Marketing KPIs & Digital Marketing KPIs Getting the top view right Defining a business with 4 core stakeholders and digital s role in it Why the old digital teams and approach will not work Why Digital can t create success anymore. Digital then and now Why part of business is important and how it reflects the passion, it is important for marketing these days. What is the core business idea? What is the value addition to end customer? What TG will benefit the most? Why the customer should prefer us over others. (10 Mins) The marketing equation & Different phases of marketing and its cost (Organic growth and paid ads) (10 mins) Customer feasibility? Will customer find it valuable? (10 Mins) Financial Feasibility? How much are customers ready to pay? How much will it cost to produce it or operation cost? Is it making sense financially? Is it already tested (10 mins) Is it easy to produce? Resource feasibility? Society Feasibility? How much is this critical? Marketing Feasibility? What phase is the industry? Competition? Core elements one should look for. Barriers to entry? USP? What should be the route for marketing? UGC Case Studies: Business model Uber London, Rain and Weather app 02 Digital Marketing and Execution fundamentals Fundamentals of execution (goals, top tasks, dashboard and reviews) Reading: 4Ds of Execution Example of a project with goals, tasks, dashboards and reviews 03 Digital in Business, phase of business & why it matters % offline - % online from manufacturing to SAAS Startup to Scaleup? Marketing phase changes Examples 04 Business level communication & Digital (Positioning, Values, Decision Makers, Creative guidelines) What s our Why, can we create one Why Story? Involve everyone Change in the digital marketing landscape, good product is a must Positioning How we want people to perceive our company, brand or products, what are we positioning? What colors and messages represent us Creative guidelines & new age one Marketing should never conflict with Values, Positioning, Top Decision Makers, school of thought UGC: Potato Ted by Ogilvy

12 What is Marketing from this context Basic Definition In General from awareness, consideration, selling, reselling, referrals along with improving product/services, pricing, messaging, positioning etc. How Digital plays role in each section. Example: SnapDeal Advertisement, Trivago 05 How to Put the rough objectives and goals (OKR based) 06 What is the breakeven point for marketing? FTV & LTV basis for 100 clients. - Examples What are the business level goals for this year, next few years, next quarter, next month etc. What % is expected from digital (Need the table). When the goals are not clear, use objectives to derive at goals How to set the right goals Front view and rear view. 4 Levels of goals Business Level, Asset Level, Channel levels and task levels Let s put some approx goals for digital marketing at all levels - Examples: - Exercise Redefine goals #1: Short term, mid-term and long term goals Defining the goals is important. Short term or Long term? How many months to reach critical number and sustainability? Is Short-term critical? Within 3 months When you don t need sales, you can work on organic and branding What route should we take Paid, Organic or Branding? - Competitor analysis for competitors - Paid Ads Sustainability, Finding the breakeven point and feasibility? - Organic SEO feasible? - Is branding feasible? Examples Case Study Exercise 07 Redefine goals #2: Understand 5 TGs for Digital 5 TG Understand segmentation to improve your chances of success Segment inside out or outside in, that s why budget doesn t matter for digital Digital Segmentation will learn further Can we further divide goals for each TG Examples Case Study: Exercise

13 08 Redefine goals #3: Understanding 4 digital markets & 6 Types of consumption 4 types of market based on behavior How to understand search market 12 types of keywords Profile or social market for each TG Contextual market 6 types of consumption 4x6 table to understand market and consumption Examples Case Study: Exercise 09 Redefine goals #4: Understanding customer journey in any industry, role of digital & Call to action at different steps (CTAs) 3 type of product Decision-Making time (Need funneling, branding) or Regular Products (Need Familiarity), Interrupt product, Research-based product esp B2B. Different journey of customer Digital and Journey of the customer Different CTAs Don t just be a selfish seller, add value at all levels (if your product is good) Where should we invest, new customer awareness, usability, consideration, buy, repeat buy, referrals Examples Case Study: Exercise 10 Redefine goals #5: 7 Layers of investment assets, maintenance, enhancers, hygiene, paid, organic & branding Assets & Asset Maintenance - % of investment as per goal, TG & market Enhancers - % of investment Investment on Hygiene Investment on Paid Campaign Investment on Organic Campaign Investment on Branding Campaigns

14 11 Redefine goals #6: Reset the Goals & Budgeting What budget is available and how much we will have invest on all the layers and based on that what goals can be taken. Short Term Mid Term Long Term 12 All in one view - Digital Marketing Investment for the goals Which Goals Which TG Which Market & Type of Consumption Which phase of customer path Which Asset Which Channels What Message What Budget Expected Results 13 Digital Strategy after investment & goals setting Awareness Stack Usability / Familiarity / Research Stack Consideration Stack (CRO) Buy Stack Repeat Buy Stack Referral Stack 14 Understanding Digital Assets Asset Analysis Self & Competitor Web, Mobile, Social & Marketplaces Website UX, UI, Tech, Content for Sales, SEO Mobile UX, UI, Tech (Progressive Web App, Native Apps, Mobile Web, AMP) Social Media Marketplaces

15 15 Understanding Hygiene Why Hygiene, how much to invest Assets Content Dress like your customer Assets Security Assets performance Speed, Latest tech Consistency Adapting to the latest one 16 Understanding Paid Channels across 4 markets Which Paid Channel to invest, finding right CPC & feasibility along with market size Search Market + 5 Consumption - Adwords - Video Ads on YouTube - App Ads Profile Market + 5 Consumption - FB Ads - LinkedIn Ads - Twitter Ads - Instagram Ads - Other Social Ads Contextual Market + 5 Consumption - Context + Profile ads on Display (Adwords) - Rich Media Ads - Media Buying YouTube Ads Display Marketplace - Amazon Ads, - Indian Marketplace Flipkart Ads - Directory Ads 17 Understanding Organic & Branding channels Which Organic channel to invest, finding the feasibility Search - Universal Search Optimization - SEO on Google - Video optimization - Image Optimization Profile or Social - Influencers - Social Media Contextual - Content Consolidation Marketplace - Marketplace optimization

16 18 19 Understand regular improvement A/B testing at all levels Going Deep Level 1 For Deep Level 2 Channels Check for special courses What is Deep Level 1 20 Deep Level Guides & Business KPI view SEO What is SEO How SEO Work KPIs Top Strategy points Top Tools A rough plan UGC Exercise Channel Strategy & Business KPI view - PPC (Adwords) Channel Strategy & Business KPI view - Social Media Ads Channel Strategy & Business KPI view - Social Media Updates Channel Strategy & Business KPI view - Marketing Channel Strategy & Business KPI view - Campaigns 26 Channel Strategy & Business KPI view Landing Page & CRO

17 27 28 Channel Strategy & Business KPI view Mobile Marketing Channel Strategy & Business KPI view Analytics Channel Strategy & Business KPI view Content Marketing Others Pointers Building Brand Digitally Startups and Digital Marketing Big Data and Digital / w w w. d i g i t a l m a r k e t i n g u n i v e r s i t y. c o m h e l d i g i t a l m a r k e t i n g u n i v e r s i t y. c o m

18 TRUE DIGITAL MARKETING MASTERCLASS S e s s i o n T i m i n g s f o r t h e c l a s s o f M a r - A p r / w w w. d i g i t a l m a r k e t i n g u n i v e r s i t y. c o m h e l d i g i t a l m a r k e t i n g u n i v e r s i t y. c o m

19 C l a s s S t a r t D a t e : 1 7 t h M a r C l a s s E n d D a t e : 1 3 t h A p r E x a m D a t e : 2 1 s t A p r 1. Total 20 hours of interactive lectures hours of reading and learning each week 3. Total 5 case studies each week to understand each chapter 4. Additional 2.5 hours have been allotted for quizzes 5. 1 hour of Q&A options every week for the candidates 6. 1 hour has been allotted for the DMM Final Exam th Mar - 23rd Mar th Mar - 23rd Mar th Mar - 30th Mar

20 st Mar - 6th Apr th Apr - 13th Apr Exam date for DMM Final Exam is 21st Apr and the results will be announced on 24th April The candidates will receive the soft copy of the certificate on 24th Apr and hardcopy will be delivered to them in the following week. For any further queries, connect with the program coordinators. For any further query, connect with Uttam at /

21 How is the course curriculum different from others? The digital structures you will learn in this course has not been exposed to the public yet. However, it has been a game changer for businesses worldwide. What certificate will I get after completion of the course? After completion of the course and the exam, you will be rewarded a certificate from The Strategy Academy and IndusNet TechShu Digital Services. Will this course prepare me for any external certification courses? Yes, the course coordinators will assist you on how to prepare and qualify for all Google, Facebook and HubSpot certifications. How much time do I need to spend to get the best outcomes? Except for weekly sessions, this program would require 6-8 hours of homework per week, which is flexible and depends on how much time you can devote for case studies and exercises. The rest hours of engagement would be a mix of industry projects, webinars and mentoring sessions. What is the role of The Strategy Academy? TSA is bringing in the discipline of IIMs and the learning methodology into the program. Also, TSA and Prof Ranjan Das are a well-known name in the ecosystem. Hence, the collaboration will be valuable for the candidates in numerous ways. What kind of career support will I get from this course? Our host of Industry Partners would receive the detailed profile and program performance reports of our candidates. On that basis, they would assess most suitable candidates and extend job opportunities to the best performers. Candidates who qualify the certification exam are also eligible to sit directly for the HR round of interview at Indus Net, Indus Net TechShu. Connect directly with the program coordinators at Sean: Uttam: