This is a one-stop comprehensive course for beginners who want to learn Digital Marketing. The original course was conducted by me over 5 days, with an emphasis on providing information in a fun and interactive manner to a young audience at the University of Ottawa.
Please note that this Digital Marketing course does not cover advanced strategies, but is intended to give a great guide on the different avenues that are available within Digital Marketing for those who are intrigued by it.
Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
Presentation on Online Marketing- Digital, Social Media, & Beyond
1. SHOUVANIK DEY
- Over 7 years in digital marketing strategy
- Currently working as a Senior Consultant,
managing annual digital spend of $1
million with a 7X ROI
- Worked in over 5 industries including
E-commerce, Telecom, Movie Exhibition
- MBA Scholar from University of Ottawa
2. ONLINE MARKETING- DIGITAL,
SOCIAL & BEYOND
TOPICS TO COVER
- Introduction to Digital Marketing
- Social Media Marketing
- Paid Online Advertising
- Website Optimization / SEO
- Mobile Marketing and Omni Channel
- Digital Analytics
- 2 guest lectures
3. TOOLS WE WILL USE
VideosPresentations Practical
Activities
Q & A and
discussions
5. KEEP IN MIND
- Ask, ask, ask!
- Laptop (preferred) or Mobile
Phone
- Google Forms for in-class
questions (link to be shared via e-
mail)
- Create accounts on FB, Insta,
Twitter, LI
6. ABOUT YOU
- Name, Age
- What would you like to be when you grow up
(profession)?
- Why did you take this class?
12. STEP 1- QUESTIONS
(choose 1):
- Favourite colour
- Favourite animal
- Best holiday destination
- Batman or Superman?
- Beach or mountain?
ACTIVITY
ASKING QUESTIONS
STEP 2- QUESTIONS
(choose 3):
- Why
- How
- When
- Where
- Who
- What
13. 30-seconds flashback
- Be a marketer first, then be a digital marketer
- Knowledge over tools
- Ask the right questions: 5W & 1H
21. WHAT IS IT?
Promotion of products or brands
through electronic/online media
OVERVIEW OF
DIGITAL MARKETING
WHY DIGITAL OVER TRADITIONAL?
- Real time
- Access anywhere 24 X 7
- Cost-effective/cheap
- Peer-to-peer
- Availability of data for analytics (helps know
customers better)
- Improve customer experience through better insights
30. 30-seconds flashback
- Be present where your customers are
- Role of a digital marketer goes beyond just
marketing
- 3 types of media- Owned, Paid and Earned
- Different channels used for different stages of
marketing
39. Why brands use social media
- Showcasing their brand
- Building a loyal community
- Improving customer service
- Easy digital exposure
- Boosting Traffic to website
- Reach new audience
43. What made DSC’s
marketing great?
- Cost $4500, 25 million views
- Acquired by Unilever for $1 billion
- Offering a practical solution
- The Experience & “Delight”-
promoters
Video:
- Doesn’t look high street
- Has a great value proposition
- Use of sarcasm
45. 2002 - 2007
Plagiarism-checking
software called
MyDropbox
The great pivot from B2B to B2C
2010 - 2011
Grammarly
continued to
develop the
education market*
2015 - 2019
Shift to freemium
model
Grammarly started
by same co-
founders
2008 - 2009
Expanding the
consumer business
2012 - 2015
46. Growth hacking by
Airbnb
- USP: No scams, verified owners
- Better pictures, better descriptions
- Used Craigslist offering to attract
new users
- Craigslist poaching: Scraping e-mail
ids, automated e-mailing
47.
48.
49. How Wish survived
Amazon
- Initially a wish list creation app
- Started promoting similar products
to their users based on their existing
wish lists via partnerships
- Focused on unbranded items, that
were previously passed over by
Amazon & Alibaba
- Price over experience
51. Social media best practices
- Do a GREAT job, whichever social
network you’re on
- Focus only on a couple of channels
that has your target audience
- Create the best content
- Check out competitors
- Help people out
- Aim for relevant connections, not
follower count
53. Social media best practices 2
- Don’t get crazy about number of
posts
- Create amazing content (its about
them and not you)
- Videos are the future
- Try getting most engagement in the
golden hour
- (Again!) Build a relationship
70. MIND-BLOWING FACTS
- It would take you 50,000 years of
non-stop watching to watch each
and every video on YouTube
- 400 hours of video are uploaded to
YouTube every minute
- 70% of YouTube views come from
mobile devices
- 1 billion mobile video views per day
82. Why did Yahoo! Fail?
- During the 90s and early 2000s, Yahoo was a
veritable web titan - a leader in email, online news
and search
- Competition in each of its business:
Yahoo messenger WhatsApp/Wechat
Yahoo Search Google
- Didn’t scale up fast in video & mobile. Focused on
this in 2012 after Marissa Mayer came on-board
83. Why did Yahoo! Fail?
- Acquisitions didn’t go big. Acquired Tumblr, Flickr in
2005, but they never took off
- No clear direction- was not specialized in search nor
display advertising
- Spread too thin
- Churn in top management
- Mass layoffs leading to low employee morale: Link
86. Re-branding
- Why do marketers love this?
- Its trendy to talk about
- Gives you short-term media buzz
- BUT, successful repositioning
happens with adjustment in
perception
- Repositioning has to be
supported by new/ improved
offerings
92. SEARCH ADS
- Advertising on search
engines
- Intent-based
- Revolves around keywords
and text
- Conversion-oriented
TYPES OF PAID
ADVERTISING
DISPLAY ADS
- Not intent-based (indirect
conversions)
- Comes in several forms, including
banner ads, rich media and more-
Cost-effective/cheap
118. 30-seconds flashback
- Phrase of words that relates best with your
website
- Important for Google to understand which
which search terms on Google relate to your
page
- Short tail (generic) v/s long tail keywords
134. TARO ABARBANEL-UEMURA
- Founder- Fortified Marketing
- 10 years experience in marketing & sales
consulting
- Professor of Marketing Strategy/Digital
Marketing at University of Ottawa &
Concordia University
- MBA from Telfer School of Management
135. JONATHAN L. SIMON
- Director of Marketing & Communications
at Telfer School of Management
- 16 years experience in digital marketing
- Expert in Mobile Strategy & Digital
Marketing
- Professor of Digital Marketing at
University of Ottawa
