Digital Marketing plan to Sell 500 Units of Edukart Digital Marketing Course in 1

Month

Target Customer

Competitions

Market Size

Business Environment

SWOT Analysis

TARGET CUSTOMER

Age: 18 yrs + For LinkedIn: 18 yrs - 35 yrs For Job Portal: 18yrs – 35yrs

Gender: Male and Female

Profession: Marketing professional,MBA studentsEmployee working in DOT.COM sectorsGraduates & Prospects Interested in a Digital Marketing CareerWorking EmployeesSmall Business Owners/EntrepreneursWeb MarketersAd AgenciesWeb AnalystsWebsite OwnersPeople who live in India

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

MARKET SIZE

• 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.

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 millionto 400 million Internet users

•There are more than 50 million mobile data subscribers of which 5 million access Internetonly 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

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

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

LAST TWO MONTHS REPORT –

Based on marketing done on different aspectsThese leads generated by - Creating WebsiteRelevance Keywords to siteGoogle AdsCreated 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

NEXT MONTH GOAL / OBJECTIVE -

Time Frame - 1 MonthTarget - 500 Units of Digital Marketing CourseConversion 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

TARGETING

POSITIONING

PROPOSITION & MARKETING MIX

BRAND STRATEGY

ONLINE PRESENTATION & PRESENCE

CONTENT & ENGAGEMENT STRATEGY

AQUITISION & COMMUNICATION STRATEGY

CONVERSION STRATEGY

RETENTION COMMUNICATION STRATEGY

DATA STRATEGY

TARGET

Marketing

professional MBA

students

Employee working in DOT.COM

sectors

Graduates & Prospects

Interested in a Digital

Marketing Career

Working Employees Small

Business Owners/Entreprene

urs

Web Marketers

Ad Agencies

Web Analysts

Website Owners

TARGET

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

POSITIONING

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 BlogGoogle analytics accountBanner & Display Advertising

Price: Price of the course offered is Rs. 5599/-

Promotion:Social Media – Face book, LinkedInE-mail marketing campaignGoogle AdsDisplay adsBlogs, with back links to landing page

PROPOSITION & MARKETING MIX

BRAND STRATEGY

Research audience –Age: 18yrs to 35yrsGender : Male & Female

Professionals, Graduates, MBA student, SME, Web developer,

Give your brand a voice –consistent in your messaging that audience wants to hearex. Digital Marketing Certification

From Expert ! Book your Seat TodayShort Term / Long Term - Call on 1800...

Balance online media mix –Search Engine OptimizationPay Per ClickE-Mail MarketingSocial Media MarketingMobile MarketingBanner & Display AdvertisingContent Marketing

Plan social media integration –Interaction with audience through various mediumTreat social media as conversionFace BookTwitterLinkedInBlog

Build up reputation online –be sure to leverage any existing offline partnerships you have in order to grow reputation online

ONLINE PRESENTATION & PRESENCE

Ads on other media site should give descent knowledge about course typeex. Digital Marketing Certification

From Expert ! Book your Seat TodayShort Term / Long Term - Call on 1800...www.edukart.com

Link address should be landed on the respective pageex. Home page

Site will be determine as Main SiteReferral 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 beuseful and helpful to convert visitor into lead by providing proper content and various ways of contact us option.

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

AQUITISION & COMMUNICATION STRATEGY

Last Two Month Strategy -

Column1

PPC

SEO

SOCIAL

Mobile

Email

offline

Content

Column1

PPC

SEO

Social

Mobile

Content

Email

offline Media

Next Month Strategy

CONVERSION STRATEGYFrom 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

Bonuses -Due to Content irrelevancy as per visitorTime Consuming for opening landing PageHeavy & Complex Web page designIrrelevant Visitor

Early Walker –Content less informativeNot proper conversation Improper contact us

Action Taken-Content information is to the pointLight images and displayIncrease in contact us by FAQ, Post, Toll Free, FeedbackIncrease in Social Media InteractionsPost and updatesRelease and posting of Newsletter

RETENTION COMMUNICATION STRATEGY

Online Strategy –Feedback Form will be sent to customersReward points for the referenceNew updates & newsletter will be sentGroup discountSeasonal offersLink up courses to the previous courses done by candidateLife time MembershipForum Discussion

Offline Strategy –Post to the candidate Home addressNewsletter MembershipMagazine RegistrationWishing Cards

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

Offering Discount by logging through any social media account or email account

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

Catchy Ads