Digital Marketing Plan

ByMakanth Sathupati

Digital Marketing plan to Sell 500 Units of Edukart Digital Marketing Course in 3 Months

Situation Analysis - Target Customers

• Male and Female• Age 18+• Graduates & Prospects Interested in a Digital Marketing Career • Working Employees • Small Business Owners/Entrepreneurs• Web Marketers• Ad Agencies• Web Analysts• Website Owners• People who live in India• Outbound Marketers

Situation Analysis - Competition

Competitor Est date Size Market share (%) Strengths Weaknesses

NIIT Imperia 2006 100 60 Big brand Cost expensive

GutsGo emarketing 2009 20 20 Strong

TestimonialsNo Offline marketing

Digital Vidya 2008 35 20Strong Online marketing Campaigns

Not providing valid certification for the course

Situation Analysis – Market Size

Market Research:• Industry is worth of Rs. 14000 Crores• Digital Marketing agencies are looking for the certified, skilled people • 20 Lk of jobs are going to be created by 2015

Market Targets:• Planning to sell 500 units of Digital Marketing Course to

a. Graduates/ Studentsb. Working Professionalsc. Business Owners/Entrepreneurs and etc.

Situation Analysis – Business Environment

• Digital Marketing service requirements are growing in India because of the Internet.

• People research online about products before purchasing them.• Many business owners want learn new marketing techniques to better sell

their products.• Many professional graduates are looking for a Digital Marketing Career.• Digital Marketing is relatively new and the future demand for it is high.• People spending more time on Social Networking site like Facebook,

Twitter, Google+, LinkedIn and etc.

SWOT AnalysisStrengths: New Innovative Products Strong Marketing Experience Strong Creative Leadership Cost Advantage Positive Brand Recognition Skilled Workforce Financial Resource

Weakness:

Don’t have enough resources to do work Difficult to Raise Capital No Class Room Training Hard Copy of Course Not Provided

Opportunities:

New Course in the Market Migrate Customers to web strategy Partnership Cross Selling Changing Customer/Student Preference

Threats:

Customers/Students Choice (ex: Price) New Competitive Course Products Limited Funding Environmental Constraints

Preparing for SMART Marketing in 2013Remember to have SMART Goals:

Company: Edukart.com   Specific

Year: 2013     MeasurableGoal: Selling 500 Course Units in 3 Months   Attainable

        Realistic

        Time bound

        

What is your overall marketing

goal?Increase sales to Edukart.com IAMAI Digital Marketing Course Units

Which situation

best summarizes your marketing

needs?

I need more leads to convert into customers.

 Based on your

answer above, set a specific number for an upcoming

goal.

500 Course Units

LEADS Average number of monthly visits

Visitor to Lead conversion

RateNumber of leads

Current 5000 4.00% 200

Recommended GOAL 5500 4.50% 248

When would you like to reach this

goal? In Three Months

How many hours per week can you

dedicate to inbound

marketing?

10+ hours per week

 

What is the biggest marketing

challenge preventing you

from reaching this goal?

Converting Leads to Customers

Digital Marketing Channels

Search Engine OptimizationPay Per ClickE-Mail MarketingSocial Media MarketingMobile MarketingBanner & Display Advertising Content Marketing

Channel Allocated MoneyPay Per Click Management Rs 1.75LK

Search Engine Optimization Rs 62k

Content Marketing Rs25k

Face book Ads Rs 55k

LinkedIn Ads Rs 25k

Banner Ads Rs 50k

Blog Marketing Rs 30k

Video Advertising Rs 25k

E-Mail Marketing Rs 20k

Mobile Advertising Rs 20k

SMS Rs 8k

Phone Calls Rs 5k

Total Budget 5LK

Keyword Selection

PPC Campaign Structure

Step 1: Mobilize websiteStep 2: Watch how competitors are using mobile mediaStep 3: Start using mobile mediaStep 4: Read everything we can about mobile media (start with MobileCommerceDaily.com)Step 5: Claim business on location-based applicationsStep 6: Run a mobile ad campaignStep 7: Create a 2D or QR code promotionStep 8: Design an iPhone or a Smart Phone appStep 9: Encourage interactivity (e.g., CNN and Virgin Air)Step 10: IntegrateStep 11: Track your resultsStep 12: Test your way into success