13) Case Study 1 : People Search Behavior

Digital Marketing Strategy Program

Guidelines for participants

Welcome to DMU - Digital Marketing University

Mindset - Attitude

Great Attitude helps you grow - Why some people teach you? (5:43)
Why marketers fail?
Humility - Attribute that makes you level 5 (4:03)
What is Trust? Why should someone trust you? (4:52)
Problem Solving - Fall in love with problems (4:30)
Multitasking - Is it even possible (4:52)
Think Win Win - Big lesson for marketing (2:04)
You can't Work in Silos (5:22)
Valley of Death in Business & Professional Life (3:06)
Growth - How Facebook did its marketing, Alex Schultz VP Facebook
Books to read - 31+ books selected by your Trainer (3:05)
Move fast and talk fast (1:33)

Fundamentals - Marketing, Business, Marcom etc

Module 1 - Introduction to our digital marketing strategy & planning journey

Module 2 - It all starts with knowing how to put goals, budgets and KPI – A very detailed session with examples

Module 2 - Lecture Video (128:30)
Evaluating marketing feasibility (3:15)
OKR - how google sets it goals
Understand where to invest and in what proportion (2:44)
How to simplify the digital objectives (4:01)

Module 3 - Strategy As Per Goals – Selecting TG, Selecting channels (POEM, 4 Markets)

Module 3 - Lecture Video (115:14)
Do you know your customers? Buying cycle and triggers (5:03)
Pre-Module Reading Material & Videos - TG & Segmentation (3:40)
Segment inside out or outside in, that’s why budget doesn’t matter for digital (3:04)
Segmentation - quick note on how to do it right (2:43)
Different types of digital markets (2:43)
Types of consumption within channels (2:43)
POEM Strategy
Caselet - How marketing helped Donald Trump win the 2016 election
Role of digital throughout the customer buying cycle (4:10)

Module 4 - Strategy As Per Goals, TG, Channels – How to get the messaging right

Module 4 - Lecture Video (123:10)
How to set goals - introduction (3:59)
How to set the right goals – Front view and rear view (2:39)
4 Levels of goals – Business Level, Asset Level, Channel levels and task levels (2:56)
Pre-Module Reading Material
Emotion & Decision Making
Types of Advertising Appeals Most Commonly Used by Brands
How to created ads (10:00)

Module 5: SEO - Concepts & Practical

5.2. Google Ads Basic

Module 5.3. Google Ads - Search Campaign

Module 6 - Channel Detail Strategy – Social, Profile & Content/Context, Marketplace (overview)

6 key pillars of the internet (4:03)
6 types of content consumption (2:43)
Social Media - how does it engage your audience? (3:39)
Why Hygiene, how much to invest in digital? (4:44)
Understanding Paid Channels (8:33)
Social Media Engagement (6:56)

6.1 Social Media Marketing

Module 7 - Channel Detail Strategy (Regular improvement) – CRO, UX & Other channels

Marketing Communication Elements for Web - Session Recording
Understanding Digital Assets (5:07)
How to get the website right based on the business objectives? (10:00)
The basics of UI, UX and communications for your asset (8:50)
Digital Marketing Strategy - 6 stacks to look at (1:02)

Module 9 - Strategy As Per Goals, TG, Channels - Investment of assets, how to get assets right Practical: Build proper strategy for your project now.

MODULE 12 - Case discussions, Q&A, readings and more (Other topics of interest)

Bonus Module: Basic Design Skills to get you started

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