• Keynote by Aji Issac at House of Lords, London

  • Our Chief Mentor, Aji Issac in the panel experts at Realty+

  • Digital Marketing Workshop in Indonesia with the business leaders

About this course

Why is it that some people are able to make amazing strategies and others are grappling with it. Why some strategies give amazing results than that of the others. Are you using opinion as a strategy or are you using the structure to plan a solid strategy that may churn results? The knowledge that you possess makes a big difference. In the past, our parent company hired dozens of freshers and our of them many are working with few the most respected companies globally. The reason being the structures that they learned and which eventually made them a pro in strategy building and planning.
Just after working here for 4 years, I've got a raise of 15x using the structures I learned, now I am working as a Head of Marketing - Shafi Ahmed, Chennai

Our trainer

Course Conceptualized by

Aji Issac Mathew

CEO, Indus Net TechShu P. Ltd Building Digital Marketing Strategies for businesses since 2002. Know what the students has to say about Aji.
Click Here - Testimonial Wall & Videos

A+ grade Course Syllabus – This is core difference

This is designed by A+ grade thought leaders, doers who are creating success stories every day and channel researchers who knows what are the quick wins of 2019.

Digital is very powerful provided used correctly. The biggest challenge is the vastness it offers. One can spend the whole year working on various things but get very little result or spend some limited time on few selected areas to get exception results. Also it offers few things which other marketing channels may not offer like niche-group branding, research just before sales (some industries have 80%+ market here) etc. Some of it is very critical for SMEs. Did you know over 95% of the business units are SMEs? Being really good at Digital marketing can also help you get very good salaries in SMEs, this career option is very critical for everyone esp when the market is bad.

The biggest gain is there is less supply, a lot lesser than the demand, we are talking about A+ grade professionals, in digital this is the only crowd which will enjoy the true digital growth as they create the max impact. Look at the course we have.

Key highlights:
Digital TG Segmentation including search TG segmentation based of keyword groups, profile TG segmentation based of demographic and behaviour etc. This is key to strategy

  1. Channel Selection excel sheet that helps you select the right channels.
  2. Right message and CTA for every TG-Channel combination.
  3. The 12+ strategy components and how to get it right. This is where a true structure and secret emerges to speed track right strategy making.
  4. How to make ads for different channels, TG and buyer stages.
  5. How to optimize landing pages with right CTAs for better result.
  6. How to manage budget, understand 1:4:12 rule of budgeting, a major mistake that professionals are forced to make. Also see examples of 3 year budget planning.
  7. How to create Digital marketing dashboard for reviews.
  8. How to conduct digital marketing reviews the right way.
  9. Core marketing principles and how it impacts your digital marketing, how to get your positioning right for digital.
  10. How to have the right mix of people in the team and agencies, people factor is critical too, what to outsource, what to keep it inhouse.
  11. 4 digital markets, how everything falls under it.
  12. Tools that are critical for all research and strategy. The most consolidated list.
    And much more ….

It ain't like other digital marketing courses, this is A+ grade, that makes you ready for industry, that enables you to learn more and attach to your structure, the USP is, what you learn on Sunday changes your Monday, plain and simple, most practical classes ever. At DMU we focus on actionable advice (see what people say about us), so our training sessions help individuals learn the core strategic concepts of digital marketing from a business perspective and learn the best practices for digital communications.

Week 1 - Module 1

Introduction to Digital Marketing Strategy & Planning

What it means to be good at digital marketing strategy, what it means in real sense. Different components of it.

1 hr lecture, 3 videos to watch, few book to read

  1. Lecture: Gain a well-grounded foundation in the key aspects of digital marketing
  2. Lecture: Clearly differentiate between the different types of digital strategy
  3. Lecture & Lecture & Examples: Why most digital Marketers fail in formulating the right strategy?
  4. Lecture: Identify and define your unique business value proposition

It all starts with knowing how to put goals

We will be using the OKR method to set goals, a life skill as a business leader, this can be extended to any phase of life.

2 hrs lecture, 2 case discussions, reading material, exercises
How it starts with a draft, then weightages, then analysis (competitor, market, SWT and TG analysis), how all this helps you getting objectives for 3 years, goals for a year, detailed numbers for each quarter, can be extended to months and weeks. With examples and exercise
Short, mid and long term goals
Branding, organic growth, and sales mix

Analysis Sub-Components of strategy making

1 hrs lecture, examples, reading material, exercises

  1. Lecture: Buyers funnel, understanding issues at each level
  2. Lecture: Customer behaviour along the funnel
  3. Lecture: Digital Market analysis
  4. Lecture: Digital Segmentation
  5. Lecture: Business fundamentals

How strategies change with products & services

2 hrs lecture, 2 case discussions, reading material, exercises
Out of the segments create, how to select the right target groups and the value proposition for each segment

How to select the right channels & messages

How to select the right channels for the right TGs and for each channel the best practices for ad messages and landing page messages along with possible CTAs. This is mapped with different phases of the customer’s journey.

Business level communication - Positioning, Values, Decision Makers, Creative guidelines

Learn the marketing fundamentals and its applications in a business set-up

2 hrs lecture, 2 case discussions, videos, reading material

  1. Lecture: What’s our “Why”, can we create one “Why” Story? Involve everyone
  2. Lecture & Examples: Change in the digital marketing landscape, good product is a must
  3. Lecture: Positioning – How we want people to perceive our company, brand or products, what are we positioning?
  4. Lecture & Examples: What colors and messages represents us – Creative guidelines & what's trending
  5. Lecture: Marketing should never conflict with – Values, Positioning, Top Decision Makers, school of thought
  6. Video: Life Lessons from an Ad Man

How to allocate budget & define ROI

We have a budget allocation matrix with different components, based on goals this can be filled up. Also this can give you a rough roadmap for 3 years.

2 hrs lecture, 1 case discussions, frameworks, exercises, reading materials

  1. LTV and FTV concept, what are the things in our hand to optimize for optimal CPA
  2. Lecture & Framework: Business level goals for a year, next few years, next quarter, next month etc
  3. Lecture: When the goals are not clear, use objectives to derive at goals
  4. Lecture: 4 wheels of the business and digital’s role in it
  5. Lecture: How to set the right goals – Front view and rear view
  6. Lecture & Examples: 4 Levels of goals – Business Level, Asset Level, Channel levels and task levels
  7. Lecture & Exercises: Let’s put some approx goals for digital marketing at all levels

Redefine goals: Short-term, mid-term and long-term goals

Strategic goals represent critical or important achievements in your organizational strategy. They’re objectives to be achieved over the next three to five years, which link out to your measures and initiatives.

2 hrs lecture, 2 readings, 1 case discussion

  1. Lecture: Is Short term critical? Within 3 months
  2. Lecture & examples: When you don’t need sales, you can work on organic and branding
  3. Lecture & introduction to models: What route we should take Paid, Organic or Branding?
  4. Lecture: Competitor analysis for your industry
  5. Lecture & examples: Paid Ads Sustainability, Finding the breakeven point and feasibility
  6. Lecture:Organic SEO feasibility study
  7. Lecture:How to make branding activities feasible?

Channel strategy - Search

2 hrs lecture, 2 readings, examples, exercises
Strategy components, the core areas that impact, structures to each paid channel. This is the quickest way to get control over your ad campaigns. How to look at the report, how to do an analysis of existing campaigns etc.

Landing page optimization