Introduction to digital marketing

How to Get Started with Digital
Marketing
Shyam Prasad Reddy
Ex-Google, Ex-Amazon; Google Partner
CEO, LearnxLab.com
www.LearnxLab.com

What’s in Here!
What is digital marketing?
How is it different from ‘Online Marketing’ and other related terms?
Business Models & Examples
What is the status of current job market for digital marketing?
What are the global trends of marketing?
LinkedIn – the importance of networking
Paid vs. Organic vs. Earned
What are the prerequisites for enrolling for a digital marketing course?
Which specialization to choose in digital marketing?
Course Curriculum & Details
Q & A

Digital Marketing
Social Media
SEO
GoogleAdWords
Facebook Ads
Twitter
Pinterest
Search Engine Marketing
ContentMarketing
Email MarketingAffiliate Marketing
Growth Hacking
Mobile Marketing
App Store Optimization
ORM
Blogger Outreach
Influencer Marketing
Web Analytics
DigitalAnalytics
What’s Happening in Digital
___________________________________________________________________www.LearnxLab.com

What’s Digital Marketing?
Digital marketing is an umbrella term for the targeted, measurable, and
interactive marketing of products or services using digital technologies to
reach and convert leads into customers and retain them. The key objective
is to promote brands, build preference and increase sales through various
digital marketing techniques. It is embodied by an extensive selection of
service, product and brand marketing tactics, which mainly use the
Internet as a core promotional medium, in addition to mobile and
traditional TV and radio.

“Digital Marketing is the use of digital channels to promote
or market products and services to consumers and
businesses.”

How is it different from ‘online marketing’ and other related terms?
The term ‘digital marketing’ and ‘online marketing’ are very much
similar, except that the former has become more popular than the
latter. The other similar terms such as ‘Internet marketing’ and
‘web marketing’ are rarely used.

What’s Trending in Marketing!

Share of Global Ad Spend by Medium

Contribution to Global Growth in Ad Spend by Medium

Today’s consumer is always connected

What’s your Business Model?

Marketplace Model - bringing buyers and sellers together and enabling
transactions.

Advertising Model - in this model, a user gets something free, be it
content or information and in return, the user will get to see
advertisements.
Examples?

Examples?
Direct to Consumer (D2C) - this is a rather latest model adopted by big brands to
avoid the middlemen bypassing the traditional distribution model. One example for this is
when a user orders something directly on a brand’s website, the consumer gets it directly
from the manufacturer without going through the distributor-dealer-retailer chain.

Examples?
Subscription - Users are charged a certain fee per month or annum to subscribe
to a service.
Affiliate Model - let us say, you own a book review blog and get 100’s of
visitors to your blog. And, you signed up as an affiliate with Amazon and directed
some traffic from your blog to Amazon’s website to buy books. Now, Amazon pays
you a certain commission for each successful referral resulting a purchase.
On-demand - this is very popular now. It is mostly pertained to services. Let us
say, you need to get your house cleaned, you book a home services company. Let
us say, you need to go somewhere and book a cab, that is on-demand service for
you.

Job Market in Digital Marketing

Executive / Co-ordinator
Sr. Executive / Asst. Manager
Manager
Team Lead
Sr. Manager
Head
VP
CDO

‘Digital Marketing’ as per Google Trends
‘Social Media’ as per Google Trends

Economic Times says
‘Digital Marketing Heads’ is one of the top five jobs for 2016

Average Salary for a
Digital Marketing
Manager

Global Trends of Marketing – A Snapshot
Do you know there is a CDO (Chief Digital Officer) at each one of these brands?
No. of companies with a CDO role: 1,000+

Digital advertising spend to reach $171billion in 2016 and $204billion by 2018.

Search Marketing & Display dominate within digital spend

Online + Offline = Integrated Marketing

Linkedin – the Importance of Networking
Biggest professional social network with 400+ millionusers

Tip 1
Adding a professional photo (not Facebook photo!) to your profile
makes you 14 timesmore likely to be found on Linkedin

Tip 2
Create a great resume with Linkedin’s Resume Builder

Tip 3
Find your dream job through Linkedin Jobs
Don’t forget to use ‘Advanced Search’.

Tip 4
Get a few recommendations

Tip 5
Get endorsed for the skills you are good at.

Tips 6 & 7
Be active with your network updates by Like, Comment or Share (this is
very similar to Facebook’s Newsfeed!).
Set a target of adding at least 5 new, good, relevant Connections per
day.

Tip 8
Publish an article on Linkedin Pulse. It gives great targeted reach and
great SEO advantages because of its in-built SEO features.

Tip 9
Join Linkedin Groups and you can even send a private message to
someone who is also there in the same group.

Tip 10
Follow the ‘In’fluencers.

POEM (Paid, Owned & Earned Media) Framework
Paid media - as the name suggests includes all the paid
advertisements through both offline and online channels such as
TV, print, radio, display ads, search marketing ads such as Google
AdWords, Facebook Ads, etc.
Owned media - you own the channel and have absolute control
of the channel(s). Again, the channel could be an online or offline
channel. The best examples are the website, blog, corporate
brochures, etc.
Earned media - you reach out and interact with the potential
customers or partners through third-party channels. The best
examples could be all the social networks like Facebook, Twitter,
Pinterest, YouTube and PR, word of mouth, etc.

Prerequisites for Enrolling in a Digital Marketing Course
✓ A little bit of Internet knowledge
✓ Decent communication skills
✓ Good analytical skills
✓ Passion for learning
✓ Willingness to work hard!
www.LearnxLab.com

Which specialization to choose in digital marketing

Social
Media
Google
Digital
Marketing
Content
Marketing
Digital
Analytics
Mobile
Marketin
g
Digital
Analytics
SEO
Display
Advertising
Digital
Transformation
Integrated
Marketing
First, what are those specializations?

First, master all the concepts of digital marketing
Good with numbers? Digital Analytics is advisable.
Good at writing? Social Media & Content Marketing are ideal
Got Google AdWords certified? SEM is ideal for you.
Mastered SEO? SEO is always evergreen!
In a nutshell, become a Digital Marketing Generalist and over a period of
time,
analyze your strengths and weaknesses, assess the career prospects and
decide!
After all, you are the best judge of yourself!

a. 40 Hours of Live Online Interactive Instructor-led Classes
Session No. Date Time
1 19 Mar 8PM (IST)
2 20 Mar 8PM (IST)
3 26 Mar 8PM (IST)
4 27 Mar 8PM (IST)
5 02 Apr 8PM (IST)
6 03 Apr 8PM (IST)
7 09 Apr 8PM (IST)
8 10 Apr 8PM (IST)
9 16 Apr 8PM (IST)
10 17 Apr 8PM (IST)
11 23 Apr 8PM (IST)
12 24 Apr 8PM (IST)
13 30 Apr 8PM (IST)

▪ 40 Hours of Live Online Interactive Instructor-led Classes
▪ 13 Video Recordings of Classes
▪ 13 Presentations
▪ 13 Quizzes & Assignments
▪ Lifetime Access To LMS (include b. to d. above)
▪ 30 Days of Practice Lab (online lab sessions)
▪ 1 Real Time Project
▪ 1 Certificate
▪ Linkedin Recommendations
▪ Linkedin Endorsements
&
More!

11. Google AdWords Free Credits
12. Access to 50+ Digital Marketing Tools
13. Free Sessions per Year on Updates
14. Mock Tests of Certification Exams
15. Free Membership in a Focus Group (TBD)
16. Free Quizzes
&
More!

Missed a Class? No Problem!
Support?

About Me 2000 - 2004
2004 - 2011
2011
2012 - 2013
2013 - 2014
2014 - 2015
2016 onwards
16+ years of experience across
digital marketing, digital strategy,
startups, online advertising,
e-commerce, digital transformation,
business development, product
management.

Course Fee
Any Discount!
How to Pay & Enroll

Visit www.LearnxLab.com for all the upcoming
Digital Marketing courses
Contact us:
Thank You
☺

Introduction to digital marketing

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