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Digital Marketing

Available offline & online, also can be taken as one on one program

Class 1: How to plan making a website

Understanding Web Technologies:

Basic Structure:

  1. Home Page

  2. Header

  3. Footer

  4. Internal Pages

  5. CMS / Backend

  6. Server

  7. Domain

  8. Payment Gateway

  9. SSL

Basic Languages:

  1. HTML

  2. CSS

  3. PHP / .Net

  4. Java / JavaScript

Specialised Platforms:

  1. Magento

  2. Word Press

Basic Website Audits:

  1. https://www.ashwinshethgroup.com

  2. http://zodiaconline.com

  3. http://www.fyagroup.com

Auditing Tools:

  1. http://website.grader.com/

Analytics

  1. https://analytics.google.com/analytics/web/#/report/visitors-overview/a88373769w131248188p135204705/

Class 2: User Psychology

Types of platforms

  1. Looking for Updates - Instagram LinkedIn

  2. Looking for Information - Twitter, Facebook

  3. Looking for Entertainment - TikTok, YouTube

Types of posts

  1. Photos

  2. Videos

  3. GiFS

  4. Stories - polls / q&a / games

  5. Content

  6. Reposts & UGC

The White Shoes Phenomena Case Study

The Black T-Shirt Company Example

7 Questions of Campaign Planning:

  1. How does it relate to your brand?

  2. How it relates to the audience?

  3. How will it be implemented?

  4. What impact will it have?

  5. How we plan to achieve this?

  6. What else will be required?

  7. On what point will we measure the success of the campaign?

Importance of Regional Content:

There has been a growth of 94% in Hindi content consumption, as per Google Data.

This shows the impact of regional languages. Global companies have kept this fact in mind and are focusing on local dialects as a part of their strategy.

Companies too need to adapt on the basis of the same as targeting a certain set of users in their native languages will be a far more beneficial marketing activity. In India itself there are multiple languages that are quite popular and can be used for immense marketing activities like Tamil, Malayalam, Telugu, Kannada, Marathi, Hindi etc.

Creating Digital IPS

Platforms: Sharechat / TikTok / Podcasts

  1. Take advantage of Organic Reach

  2. Build a loyal following for specific content

  3. Organic Reach will drop

  4. Monetize

  5. Micro Influencers will be king

Pages / Groups / Profiles

Using # & their purpose

Class 3: How to plan & create content for social media platforms

Class 4: Advertising on digital media.

What is Media Planning & Buying?

Kinds of Ads:

  1. Social Media Following Increase

  2. Post Engagement

  3. Website Traffic + CTA

  4. Lead Generation

  5. Remarketing

  6. Search

  7. Display - Native & Programmatic

  8. Video / Yotube

  9. Challenge

Kind of Targeting:

  1. Age

  2. Gender

  3. Location

  4. Occupation

  5. Relationship status

  6. Interest

  7. Device

  8. OS

  9. Internet Connection

  10. Placement

Additional Targeting:

  1. Lookalike Audience

  2. Custom Audience

Costings of Ads

  1. CPC

  2. CPM

  3. CPV

  4. Fixed

Keywords & Bidding

Deciding Ad Budgets

Creating a Media Plan

Key Terms:

  1. CTR

  2. Bounce Rate

  3. Impression

Measuring Success of an ad campaign

Examples for placing Ads:

  1. Education Sector

  2. Luxury Brands

Mixing of online & offline Ads

Class 5: How to become an influencer

Types of Infuencers:

  1. Bloggers

  2. Vloggers

  3. SMM Influencers

  4. Celebs

  5. Micro Influencers

  6. Thought Leaders

  7. Journalists

Types of Associations:

  1. Persona Based

  2. Attitude Based

  3. Audience Based

What do Brands do:

  1. Product Promotion

  2. Run a contest

  3. Run a referral

  4. Brand building

Measuring Success

Influencer Marketing:

  1. Choosing a Niche

  2. Choosing a Platform

  3. Building Content

  4. Building an Audience

  5. Pitch Brands

  6. Create Case Studies

Class 6 - Campaign Planning Start to End

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