Workshop on Digital Marketing Day 1 Session 1 Introduction ... · L&T Infotech (2014 – 2016)...

Workshop on Digital Marketing Day 1 – Session 1

Introduction to Digital Marketing - Sachin Sadare

About Digital Dojo

Digital Dojo – Top 10 Digital Training Institutes of India

https://www.thehighereducationreview.com/magazines/iot-training-institutes-special-august-2017/

Cover Story in Higher Education Review – August 2017 Issue (Pages 26 & 27)

Digital Dojo Learning Platform

Digital Dojo Learning Platform - Courses

Digital Dojo Learning Platform - Benefits

Sachin Sadare - Profile

Corporate Training Experience:

Trainer & Consultant – Digital Transformation, Digital Marketing & Internet of Things – 100+

workshops, 350+ training days with various Corporates & Academic Institutes)

Conference Advisor/ Keynote Speaker/ Guest faculty for Digital Transformation, IoT, Digital

Marketing, Smart Cities and Digital Technologies – Corporates & Academic Institutes

Manage a dedicated portal – www.iotworkshops.in – with a aim of spreading IoT based

information and knowledge to the IoT Enthusiast Community

Other Associations:

Associated with ‘IEEE Bombay Section’ as a subject matter expert to deliver talks on Digital

Marketing, IoT & Digital Transformation at IEEE conferences and sessions across Maharashtra.

Associated with Bombay Chambers of Commerce and Industry – conducting workshops on

digital technologies and management subjects.

Associated with NIESBUD, Ministry of Skills Development to conduct training workshops in

Digital Marketing across Maharashtra.

Sachin Sadare – Experienced Corporate Trainer (Digital Transformation)

Entrepreneurial Experience:

Digital Dojo (2016) – Founder & Director – Training & Consulting Services (Digital Transformation)

Chiron Synergies (2012 – 2014) – Founder & Director – Marketing, Presales & Business Development

Academic Experience:

Adjunct Faculty with Sri Balaji Society, Pune (2016 onwards) – Digital Marketing, Entrepreneurship

Visiting Faculty with VJTI, Mumbai (2016 onwards) – IoT, Digital Marketing

Visiting Faculty with VCET, Mumbai (2017 onwards) – Digital Marketing

Industry Experience:

L&T Infotech (2014 – 2016) – Business Development Manager – IoT & Digital Transformation

Endeavour/ Genpact (2014) – Senior Product Manager – SaaS B2B product

Tata Consultancy Services (2010 – 2012) – Presales Consultant – Mobility Solutions

Nokia India Pvt. Ltd (2008 – 2010) – Technical Account Manager (Middle East & Africa) – CDMA

CMIE – Center for Monitoring Indian Economy (2007 – 2008) – Research Analyst

Cognizant (2007) – Telecom Consultant – Europe Region

Nokia India Pvt. Ltd (2004 – 2005) – Field Engineer – CDMA Phones

Tata Consultancy Services (1999 - 2004) – Project Manager – Nortel Networks (Canada/ US)

Sachin Sadare – 18+ Years of Industry Experience

Master Degrees:

MBA (Strategy) – Melbourne Business School, Australia – 2007 (High Distinction & Dean’s List, 3rd Rank)

MBA (Strategy – Exchange Semester) – Rotterdam School of Management, Erasmus University,

Netherlands – 2006

MA (Political Science) – Delhi University, India – 2016 (First Class)

Bachelor Degree:

BE (Electronics) – VJTI, Mumbai University, India – 1999 (First Class with Distinction, 2nd Rank)

Post Graduate Diplomas:

PGDM (Rural & Agricultural Business) - 2016

PGDM (Media & Advertising) – 2015

PGDM (Marketing Management) – 2014

Certifications:

NET [2016] India Certification (Management) – Eligible for Post of Professor in Management Institutes

Sachin Sadare – Educational Qualifications

Workshop Overview

2 Days Workshop on Digital Marketing

Day 1 Day 2

Session 1 Introduction to

Digital Marketing Digital Marketing

Techniques

LUNCH LUNCH

Session 2 Website

Marketing Social Media

Marketing

Mix of theory, demos, audio-visuals and case studies.

Audience participation is the key to a successful training session. Feel free to ask a question.

Kindly keep your mobiles in silent/ vibrant/ airplane mode.

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YouTube Channel - https://www.youtube.com/digitaldojoindia

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Workshop Methodology

1. Movement from Traditional to Digital

2. From the Master Himself

3. Sets the context to learn digital marketing

2 mins 40 secs

Reference Book 1 – Marketing 4.0 – Kotler, Setiawan

1. Successful practitioner & trainer in

Digital Marketing

2. Practical Approach to learning Digital

Marketing

3. Implementable solutions to harness

digital marketing benefits

Reference Book 2 – Art of Digital Marketing – Ian Dodson

1. Websites –

• www.digitaldojo.in (~ 2 years)

• www.sachinsadare.in (~6 years)

• www.chironsynergies.com (~2 years, now closed down)

2. Facebook Pages –

• https://www.facebook.com/digitaldojo.in/ (15000+ active members)

• https://www.facebook.com/iotworkshopsin/ (16000+ active members)

3. YouTube Channels –

• https://www.youtube.com/digitaldojoindia (~60 videos, ~200 subscribers)

Reference 3 – Digital Dojo/ Sachin Sadare – My Story

Discussion

Introduction to the Digital Economy

What is Digital Disruption?

Unleashing the Next Wave of Innovation: Digital Disruption

https://youtu.be/n32hQLjqyaw

5 mins

Examples of Digital Disruption

15 years ago you would not Book vacations online – “It needs personal touch and experience” 10 years ago you would not dream of banking online – “It’s not safe” 5 years ago few people would buy groceries online – “I like to choose my veggies”

Waves of Digital Disruption

1995 Music Photography Video Rentals

2010 Print Media TV Travel

2020 Banking Healthcare Automotive Retail Education

2025+ All industries will be subject to digital disruption

Piece of Caution

Case Studies of Digital Disruption

World’s largest taxi company

Owns NO

Owns NO Owns NO

Owns NO Owns NO Owns NO

Owns NO Owns NO

Taxis Real

Estate

Telco Infra

Inventory

Content Actual money

Cinemas Apps

World’s largest Accommodation provider

World’s largest Phone companies

World’s largest Valuable retailer

World’s largest Software vendors

World’s largest Movie house

Word’s fastest Growing bank

Most popular Media owner

Nike – Is it a Shoe Company?

• New set of digital tools and platforms are available to entrepreneurs

• Less money required to start a digital enterprise/ venture

• New set of young digital consumers who use digital devices & feed on digital data

• Billions of dollars of investment made by big companies to ensure digital economy becomes a reality

• Government Initiatives and Smart City Projects

Key Factors for A Digital Economy

Wrapping Up!

Principles of Marketing

What is Marketing?

Marketing – Key Things to Remember Marketing is a wide ranging term & is much more than selling or advertising.

• When deciding on the marketing activity, things to analyze are: what kind of products to sell, how many can we sell, when to sell, where to sell, how to deliver, what should be the price, how much will be the profit, how to promote, what kind of after sales service to provide, how will competitors react, how can business/ demand change moving ahead.

• Understanding the customers as well as consumers is important for marketing.

• Products do not sell themselves. Marketing should result in a customer who will buy.

• Marketing is a philosophy or an orientation that stresses the importance of customer satisfaction, as well as the set of activities used to implement this philosophy.

Video – Steve Jobs on Marketing

7 mins

The Marketing Pillars - STPD

Segmentation Targeting Differentiation Positioning

The Marketing Mix – The 4 P’s

The Marketing

Mix

Price Product

Promotion Place

Marketing Audit – It is the mechanism of designing metrics for evaluation, collecting data from the marketing campaigns, evaluating results based on metric, making changes to the marketing mix and running the campaign again based on changed tactics.

• It is purely driven by the marketing objectives and goals.

• It is a feedback mechanism to check the effectiveness of the marketing campaigns.

• Absence of an audit mechanism can derail marketing efforts and spends.

• It is a very essential step in creating the marketing strategy and plan.

• A marketing plan is useless/ ineffective without marketing audit mechanisms.

Marketing Audit

Marketing Audit - Metrics

Marketing Plan of a Firm – is finding opportunities and developing profitable marketing plans that the company can capitalize on. It involves selecting and describing a target segment. It also includes developing and maintaining a marketing mix that will produce value and satisfaction for the target segment. It culminates with the right marketing audit mechanism.

• Marketing plan thus relates three components

• Identifying target segment (STDP)

• Marketing mix (4P’s) for the target segment

• Marketing Audit

The Marketing Plan – STPD & 4Ps

Wrapping Up the Section!

The Digital Marketing Mix

Digital marketing is an umbrella term for the marketing of products or

services using digital tools and technologies, mainly on the internet,

but also including mobile phones, wearables, display advertising and any

other digital medium or device.

Video Case Study – Kraft Foods

Digital marketing is becoming more prevalent, as digital platforms and campaigns are being increasingly

incorporated into marketing plans. As more people use digital devices instead of going to physical shops, importance

of digital marketing is rising.

The India Story – Traditional VS Digital Spend

eCommerce

Email Marketing

Content Marketing

Affiliate Marketing

Mobile Marketing

Social Media Marketing

Analytics

SEM, SEO & PPC Website

Website Designer Analytics Executive/ Manager

PPC Campaign Manager eCommerce Manager SEO Executive/ Manager

Outbound Email Campaign Manager

Social Media Portfolio Manager

Content Creator Mobile App Development

Social Media Campaign Manager

Digital Marketing Strategist Digital Marketing Trainer

Naukri.com Shine Times Job Monster Digital

Marketing Jobs

JOBS AVAILABLE

300547 201461 229539 65041 796588

Case Study on Digital Marketing Strategy

• Digital marketing strategy cannot/ should not exist in SILO.

• Digital marketing does not completely replace traditional marketing, rather it

complements the traditional media.

• Basic principles of marketing – STPD, 4Ps - do not change for digital marketing.

• Digital marketing is only one of the factors of a company’s marketing plan. Digital

marketing must help achieve the overall marketing goals.

• Digital marketing mix consists of many elements and is a complex process.

Digital Marketing Case Study - Conclusion

Role of Websites

eCommerce

Email Marketing

Content Marketing

Affiliate Marketing

Mobile Marketing

Social Media Marketing

Analytics

SEM, SEO & PPC Website

Basically there are three main components/ elements of a website:

Presentation Content Architecture

What are the skills needed for each?

Three things you need to get started with Websites

• Domain

• Hosting

• Website

Reach Out to Us!

Email : sachin@digitaldojo.in Profile : http://www.digitaldojo.in/about-us/profile-sachin-sadare/ Website : http://www.digitaldojo.in/ Facebook : https://www.facebook.com/digitaldojo.in/ LinkedIn : https://www.linkedin.com/company/digitaldojo.in YouTube : https://www.youtube.com/digitaldojoindia Twitter : @SachinSadare, @DigitalDojoInd, #DigitalDojoIndia