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Module 1
Digital Marketing Strategy
Innovation needs to be a part of our culture. Consumers are transforming faster than we are, and if we don’t catch up, we’re in trouble. We need to take risks and keep testing because what works today won’t work tomorrow, but what worked yesterday may work again.


Marketing is no longer about the stuff we make, but about the stories, we tell. We are all storytellers. We all live in a network of stories. There isn’t a stronger connection between people than storytelling. If our stories are all about our products and services, that’s not storytelling. It’s a brochure.


To be a Brand Builder, let us enhance our skills.

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  1. AIDA
  2. Purchase Cycle
  3. Moments of Truth
  1. India Demographics: Overall Market View
  2. India on Digital: Digital Trends, Internet Users, Male v/s Female, Age Groups, Devices, Multi-screen
  1. What are People doing on the Internet?
  2. Power of the Internet
  1. Difference between Branding and Acquisition
  1. Increase Visibility
    1. What is Visibility?
    2. Types of Visibility
    3. Examples of Visibility
  2. Bring Targeted Traffic
    1. Inbound
    2. Outbound
  3. Visitors Engagement
    1. What is Engagement?
    2. Why is it important?
    3. Examples of Engagement
  4. Convert Traffic into Leads
    1. Types of Conversion
    2. Conversion Process
  5. Analytics
    1. What do you measure?
    2. Site Analytics, Cross Device, Cookies, User Identity
    3. Attribution: Various Models, Cross-Device
  6. Campaign Optimization
    1. Test, Learn, Deploy what works, Repeat
  7. Retention
    1. Why is it important?
    2. Types of Retention
  8. Performance Evaluation
    1. Why is it important?
    2. Tools needed for Measurement
  1. Digital PEOM
  1. AHA Moments