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 students
Employee working in DOT.COM sectors
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

 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 million
to 400 million Internet users
•There are more than 50 million mobile data subscribers of which 5 million access Internet
only 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 aspects
These leads generated by -
 Creating Website
Relevance Keywords to site
Google Ads
Created 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 Month
Target - 500 Units of Digital Marketing Course
Conversion 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
Marketin
g
professio
nal MBA
students
Employee
working in
DOT.COM
sectors
Graduates &
Prospects
Interested in
a Digital
Marketing
Career
Working
EmployeesSmall
Business
Owners/E
ntreprene
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 Blog
Google analytics account
Banner & Display Advertising
Price:
Price of the course offered is Rs. 5599/-
Promotion:
Social Media – Face book, LinkedIn
E-mail marketing campaign
Google Ads
Display ads
Blogs, with back links to landing page
 PROPOSITION & MARKETING MIX

 BRAND STRATEGY
Research audience –
Age: 18yrs to 35yrs
Gender : Male & Female
Professionals, Graduates, MBA student, SME, Web developer,
Give your brand a voice –
consistent in your messaging that audience wants to hear
ex. Digital Marketing Certification
From Expert ! Book your Seat Today
Short Term / Long Term - Call on 1800...
Balance online media mix –
Search Engine Optimization
Pay Per Click
E-Mail Marketing
Social Media Marketing
Mobile Marketing
Banner & Display Advertising
Content Marketing

Plan social media integration –
Interaction with audience through various medium
Treat social media as conversion
Face Book
Twitter
LinkedIn
Blog
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 type
ex. Digital Marketing Certification
From Expert ! Book your Seat Today
Short Term / Long Term - Call on 1800...
www.edukart.com
Link address should be landed on the respective page
ex. Home page
Site will be determine as
Main Site
Referral 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 be
useful 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 STRATEGY
From 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 visitor
Time Consuming for opening landing Page
Heavy & Complex Web page design
Irrelevant Visitor
Early Walker –
Content less informative
Not proper conversation
Improper contact us
Action Taken-
Content information is to the point
Light images and display
Increase in contact us by FAQ, Post, Toll Free, Feedback
Increase in Social Media Interactions
Post and updates
Release and posting of Newsletter

 RETENTION COMMUNICATION STRATEGY
Online Strategy –
Feedback Form will be sent to customers
Reward points for the reference
New updates & newsletter will be sent
Group discount
Seasonal offers
Link up courses to the previous courses done by candidate
Life time Membership
Forum Discussion
Offline Strategy –
Post to the candidate Home address
Newsletter Membership
Magazine Registration
Wishing 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

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