OBJECTIVE

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

SITUATION ANALYSIS

SITUATION ANALYSIS
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-digitalmarketing)
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 worlds
largest Facebook population by 2016.

USINESS ENVIRONMENT

ountry has 900 million mobile accounts, with 600 million unique mobile subscrib
more than 30 million PCs

s more than 205 million Internet users at present and by 2015 there will be 300 m
00 million Internet users

are more than 50 million mobile data subscribers of which 5 million access Inter
on the phone

country has 15 million 3G mobile subscribers

s more than 23 million unique users on YouTube

ge time an Indian net user spends on social media is 3 hours a day

of Indian internet users watch online videos

 SWOT ANALYSIS
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:

Treats:

Faster growth rate of internet

users
New Course in the Market
Cross Selling
Shifting of marketing strategy

Lot of options are available in

market
Price
New Competitive Course
Products
Limited Funding

GOAL

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

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

STRATEGY

 TARGETING
POSITIONING
PROPOSITION & MARKETING MIX
BRAND STRATEGY
ONLINE PRESENTATION &
PRESENCE
CONTENT & ENGAGEMENT
STRATEGY
AQUITISION & COMMUNICATION
STRATEGY
CONVERSION STRATEGY
RETENTION COMMUNICATION
STRATEGY

TARGET
Websit
e
Owner
s

Marketi
ng
professi
onal

MBA
student
s
Employe
e
working
in
DOT.CO
M
sectors

Web
Analysts

TARG
ET

Graduates
&
Prospects
Interested
in a Digital
Marketing
Career

Ad
Agencie
s

Web
Markete
rs

Small
Busines
s
Owners/
Entrepre
neurs

Working
Employe
es

Gender Male & Female

Ways of Targeting
MBA
STUDENT

Targeted More Through Social Media site (Face book , Twitter),

Mailing, YouTube

GRADUAT
E
EMPLOYE
ES

Working
professiona
ls
Targeted More Through Social Media site ( LinkedIn,
Twitter, FB ) ,
Mailing, Mobile marketing

SME /
Businessm
an
Website
developer

POSITIONING

PROPOSITION & MARKETING MIX

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

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.

CONTENT & ENGAGEMENT STRATEGY

Understand online audience

EX . Student, Employee,
professional, SME

Test & Refine

Ex. Sent mail to
those provided mail
id,
Analyse the visitor
traffic way &
engagement page

Create a content that values to each

group
EX. Digital Marketing Certification
Student / Employee/
Digital marketing to grow your
Business - SME / Businessman

Create online
personas to target
Ex . Prioritise
influence

Understand their
online engagement
behaviour and
provide them
platform for
conversation

QUITISION & COMMUNICATION STRATEGY

wo Month Strategy -

Column1

PPC
SEO
SOCIAL
Mobile
Email
offline
Content

Next Month Strategy

Column1

PPC
SEO
Social
Mobile
Content
Email
offline Media

CONVERSION STRATEGY

From the last two month responses and feedback of the visitors and customers

Late Walkers
5% to 10%
Early Walkers
10% to 20%
Bounces
30 % to 70 %
Visitors
Cu
st
o
m
er
Leads

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 TakenContent 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

ETENTION COMMUNICATION STRATEGY

e Strategy
eedback Form will be sent to customers
eward points for the reference
ew updates & newsletter will be sent
roup discount
easonal offers
nk up courses to the previous courses done by candidate
fe time Membership
orum Discussion

e Strategy
ost to the candidate Home address
ewsletter 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

FINANCE
&

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

TWITTER ADS

MOBILE MARKETING