•Social media and digital marketingUnit-3Digital marketing channels - online advertising: Digital display, video, mobile, search engine, and social media (Case Study: A Case Study on Jet Airways) Comprehensive digital marketing strategy and plan (Case Study: Marketing the Nissan Micra and Tata Nano Using Social media) Measuring digital marketing efforts; Latest digital ad technologies.Campus: Gharuan, Mohali
Course Objective•Understand what social media is, the various channels through which it operates, and its role in marketing strategy •Use principles of consumer and social psychology to develop social media content and campaigns that engage consumers •Draw on knowledge about word-of-mouth marketing to develop effective approaches for propagating ideas, messages, products, and behaviors across social networks •Measure the impact of a social media campaign in terms of a specific marketing objectiveCampus: Gharuan, Mohali
Digital MarketingDigital Marketing can be understood as a well-targeted, conversion-oriented, quantifiable, and interactive marketing of products or services by utilizing digital innovation to achieve the customers, and transform them into clients in a sustainable fashion. The whole concept and functionalities of Digital Marketing are more competent, effective, result-oriented and measurable, which make it very different from traditional marketing.
Why Digital Marketing ?•Communication is bidirectional in Digital Marketing.•Medium of communication involves social media websites, chats, apps and Email.•Digital marketing campaigns can be developed quite rapidly and with digital tools, channelizing Digital Marketing campaigns is easier.•It is very effective for reaching global audiences.•Digital Marketing lets you measure the effectiveness of a digital marketing campaign through analytics.•Digital Marketing accomplishes targets of marketing of a business through various Digital Marketing Channels.
Digital Marketing Channels:•SEO•PPC•E-mail Marketing•Video Marketing•Blogging•Content Marketing Get SharedGet DiscussedGenerate leadsMake sales•Social Media•Affiliate Marketing •Network Marketing
Advantage of Digital marketing Able to reach vast numbers of potential consumers at one time. Consumers are exposed to the brand and the product that is being advertised directly. Easy to access as well it can be accessed any time any place. Its reach is so large.
Principles of marketing environment •Customer Value •Competitive Advantage •Concentration on customer needsDrivers of marketing environment •Market needs and efforts •Technology •Cost •Quality •Communication and Transportation •Leverage
Reaching audience through Digital channels Four ways you can identify and engage the right audience with digital marketing 1.Learn What’s Important to Your Audience2. Speak Your Audience’s Language 3. Know Your Organic Keywords 4. Stay Top of Mind with Retargeting