- Blog Categories
- Software Development Projects and Ideas
- 12 Computer Science Project Ideas
- 28 Beginner Software Projects
- Top 10 Engineering Project Ideas
- Top 10 Easy Final Year Projects
- Top 10 Mini Projects for Engineers
- 25 Best Django Project Ideas
- Top 20 MERN Stack Project Ideas
- Top 12 Real Time Projects
- Top 6 Major CSE Projects
- 12 Robotics Projects for All Levels
- Java Programming Concepts
- Abstract Class in Java and Methods
- Constructor Overloading in Java
- StringBuffer vs StringBuilder
- Java Identifiers: Syntax & Examples
- Types of Variables in Java Explained
- Composition in Java: Examples
- Append in Java: Implementation
- Loose Coupling vs Tight Coupling
- Integrity Constraints in DBMS
- Different Types of Operators Explained
- Career and Interview Preparation in IT
- Top 14 IT Courses for Jobs
- Top 20 Highest Paying Languages
- 23 Top CS Interview Q&A
- Best IT Jobs without Coding
- Software Engineer Salary in India
- 44 Agile Methodology Interview Q&A
- 10 Software Engineering Challenges
- Top 15 Tech's Daily Life Impact
- 10 Best Backends for React
- Cloud Computing Reference Models
- Web Development and Security
- Find Installed NPM Version
- Install Specific NPM Package Version
- Make API Calls in Angular
- Install Bootstrap in Angular
- Use Axios in React: Guide
- StrictMode in React: Usage
- 75 Cyber Security Research Topics
- Top 7 Languages for Ethical Hacking
- Top 20 Docker Commands
- Advantages of OOP
- Data Science Projects and Applications
- 42 Python Project Ideas for Beginners
- 13 Data Science Project Ideas
- 13 Data Structure Project Ideas
- 12 Real-World Python Applications
- Python Banking Project
- Data Science Course Eligibility
- Association Rule Mining Overview
- Cluster Analysis in Data Mining
- Classification in Data Mining
- KDD Process in Data Mining
- Data Structures and Algorithms
- Binary Tree Types Explained
- Binary Search Algorithm
- Sorting in Data Structure
- Binary Tree in Data Structure
- Binary Tree vs Binary Search Tree
- Recursion in Data Structure
- Data Structure Search Methods: Explained
- Binary Tree Interview Q&A
- Linear vs Binary Search
- Priority Queue Overview
- Python Programming and Tools
- Top 30 Python Pattern Programs
- List vs Tuple
- Python Free Online Course
- Method Overriding in Python
- Top 21 Python Developer Skills
- Reverse a Number in Python
- Switch Case Functions in Python
- Info Retrieval System Overview
- Reverse a Number in Python
- Real-World Python Applications
- Data Science Careers and Comparisons
- Data Analyst Salary in India
- Data Scientist Salary in India
- Free Excel Certification Course
- Actuary Salary in India
- Data Analyst Interview Guide
- Pandas Interview Guide
- Tableau Filters Explained
- Data Mining Techniques Overview
- Data Analytics Lifecycle Phases
- Data Science Vs Analytics Comparison
- Artificial Intelligence and Machine Learning Projects
- Exciting IoT Project Ideas
- 16 Exciting AI Project Ideas
- 45+ Interesting ML Project Ideas
- Exciting Deep Learning Projects
- 12 Intriguing Linear Regression Projects
- 13 Neural Network Projects
- 5 Exciting Image Processing Projects
- Top 8 Thrilling AWS Projects
- 12 Engaging AI Projects in Python
- NLP Projects for Beginners
- Concepts and Algorithms in AIML
- Basic CNN Architecture Explained
- 6 Types of Regression Models
- Data Preprocessing Steps
- Bagging vs Boosting in ML
- Multinomial Naive Bayes Overview
- Gini Index for Decision Trees
- Bayesian Network Example
- Bayes Theorem Guide
- Top 10 Dimensionality Reduction Techniques
- Neural Network Step-by-Step Guide
- Technical Guides and Comparisons
- Make a Chatbot in Python
- Compute Square Roots in Python
- Permutation vs Combination
- Image Segmentation Techniques
- Generative AI vs Traditional AI
- AI vs Human Intelligence
- Random Forest vs Decision Tree
- Neural Network Overview
- Perceptron Learning Algorithm
- Selection Sort Algorithm
- Career and Practical Applications in AIML
- AI Salary in India Overview
- Biological Neural Network Basics
- Top 10 AI Challenges
- Production System in AI
- Top 8 Raspberry Pi Alternatives
- Top 8 Open Source Projects
- 14 Raspberry Pi Project Ideas
- 15 MATLAB Project Ideas
- Top 10 Python NLP Libraries
- Naive Bayes Explained
- Digital Marketing Projects and Strategies
- 10 Best Digital Marketing Projects
- 17 Fun Social Media Projects
- Top 6 SEO Project Ideas
- Digital Marketing Case Studies
- Coca-Cola Marketing Strategy
- Nestle Marketing Strategy Analysis
- Zomato Marketing Strategy
- Monetize Instagram Guide
- Become a Successful Instagram Influencer
- 8 Best Lead Generation Techniques
- Digital Marketing Careers and Salaries
- Digital Marketing Salary in India
- Top 10 Highest Paying Marketing Jobs
- Highest Paying Digital Marketing Jobs
- SEO Salary in India
- Brand Manager Salary in India
- Content Writer Salary Guide
- Digital Marketing Executive Roles
- Career in Digital Marketing Guide
- Future of Digital Marketing
- MBA in Digital Marketing Overview
- Digital Marketing Techniques and Channels
- 9 Types of Digital Marketing Channels
- Top 10 Benefits of Marketing Branding
- 100 Best YouTube Channel Ideas
- YouTube Earnings in India
- 7 Reasons to Study Digital Marketing
- Top 10 Digital Marketing Objectives
- 10 Best Digital Marketing Blogs
- Top 5 Industries Using Digital Marketing
- Growth of Digital Marketing in India
- Top Career Options in Marketing
- Interview Preparation and Skills
- 73 Google Analytics Interview Q&A
- 56 Social Media Marketing Q&A
- 78 Google AdWords Interview Q&A
- Top 133 SEO Interview Q&A
- 27+ Digital Marketing Q&A
- Digital Marketing Free Course
- Top 9 Skills for PPC Analysts
- Movies with Successful Social Media Campaigns
- Marketing Communication Steps
- Top 10 Reasons to Be an Affiliate Marketer
- Career Options and Paths
- Top 25 Highest Paying Jobs India
- Top 25 Highest Paying Jobs World
- Top 10 Highest Paid Commerce Job
- Career Options After 12th Arts
- Top 7 Commerce Courses Without Maths
- Top 7 Career Options After PCB
- Best Career Options for Commerce
- Career Options After 12th CS
- Top 10 Career Options After 10th
- 8 Best Career Options After BA
- Projects and Academic Pursuits
- 17 Exciting Final Year Projects
- Top 12 Commerce Project Topics
- Top 13 BCA Project Ideas
- Career Options After 12th Science
- Top 15 CS Jobs in India
- 12 Best Career Options After M.Com
- 9 Best Career Options After B.Sc
- 7 Best Career Options After BCA
- 22 Best Career Options After MCA
- 16 Top Career Options After CE
- Courses and Certifications
- 10 Best Job-Oriented Courses
- Best Online Computer Courses
- Top 15 Trending Online Courses
- Top 19 High Salary Certificate Courses
- 21 Best Programming Courses for Jobs
- What is SGPA? Convert to CGPA
- GPA to Percentage Calculator
- Highest Salary Engineering Stream
- 15 Top Career Options After Engineering
- 6 Top Career Options After BBA
- Job Market and Interview Preparation
- Why Should You Be Hired: 5 Answers
- Top 10 Future Career Options
- Top 15 Highest Paid IT Jobs India
- 5 Common Guesstimate Interview Q&A
- Average CEO Salary: Top Paid CEOs
- Career Options in Political Science
- Top 15 Highest Paying Non-IT Jobs
- Cover Letter Examples for Jobs
- Top 5 Highest Paying Freelance Jobs
- Top 10 Highest Paying Companies India
- Career Options and Paths After MBA
- 20 Best Careers After B.Com
- Career Options After MBA Marketing
- Top 14 Careers After MBA In HR
- Top 10 Highest Paying HR Jobs India
- How to Become an Investment Banker
- Career Options After MBA - High Paying
- Scope of MBA in Operations Management
- Best MBA for Working Professionals India
- MBA After BA - Is It Right For You?
- Best Online MBA Courses India
- MBA Project Ideas and Topics
- 11 Exciting MBA HR Project Ideas
- Top 15 MBA Project Ideas
- 18 Exciting MBA Marketing Projects
- MBA Project Ideas: Consumer Behavior
- What is Brand Management?
- What is Holistic Marketing?
- What is Green Marketing?
- Intro to Organizational Behavior Model
- Tech Skills Every MBA Should Learn
- Most Demanding Short Term Courses MBA
- MBA Salary, Resume, and Skills
- MBA Salary in India
- HR Salary in India
- Investment Banker Salary India
- MBA Resume Samples
- Sample SOP for MBA
- Sample SOP for Internship
- 7 Ways MBA Helps Your Career
- Must-have Skills in Sales Career
- 8 Skills MBA Helps You Improve
- Top 20+ SAP FICO Interview Q&A
- MBA Specializations and Comparative Guides
- Why MBA After B.Tech? 5 Reasons
- How to Answer 'Why MBA After Engineering?'
- Why MBA in Finance
- MBA After BSc: 10 Reasons
- Which MBA Specialization to choose?
- Top 10 MBA Specializations
- MBA vs Masters: Which to Choose?
- Benefits of MBA After CA
- 5 Steps to Management Consultant
- 37 Must-Read HR Interview Q&A
- Fundamentals and Theories of Management
- What is Management? Objectives & Functions
- Nature and Scope of Management
- Decision Making in Management
- Management Process: Definition & Functions
- Importance of Management
- What are Motivation Theories?
- Tools of Financial Statement Analysis
- Negotiation Skills: Definition & Benefits
- Career Development in HRM
- Top 20 Must-Have HRM Policies
- Project and Supply Chain Management
- Top 20 Project Management Case Studies
- 10 Innovative Supply Chain Projects
- Latest Management Project Topics
- 10 Project Management Project Ideas
- 6 Types of Supply Chain Models
- Top 10 Advantages of SCM
- Top 10 Supply Chain Books
- What is Project Description?
- Top 10 Project Management Companies
- Best Project Management Courses Online
- Salaries and Career Paths in Management
- Project Manager Salary in India
- Average Product Manager Salary India
- Supply Chain Management Salary India
- Salary After BBA in India
- PGDM Salary in India
- Top 7 Career Options in Management
- CSPO Certification Cost
- Why Choose Product Management?
- Product Management in Pharma
- Product Design in Operations Management
- Industry-Specific Management and Case Studies
- Amazon Business Case Study
- Service Delivery Manager Job
- Product Management Examples
- Product Management in Automobiles
- Product Management in Banking
- Sample SOP for Business Management
- Video Game Design Components
- Top 5 Business Courses India
- Free Management Online Course
- SCM Interview Q&A
- Fundamentals and Types of Law
- Acceptance in Contract Law
- Offer in Contract Law
- 9 Types of Evidence
- Types of Law in India
- Introduction to Contract Law
- Negotiable Instrument Act
- Corporate Tax Basics
- Intellectual Property Law
- Workmen Compensation Explained
- Lawyer vs Advocate Difference
- Law Education and Courses
- LLM Subjects & Syllabus
- Corporate Law Subjects
- LLM Course Duration
- Top 10 Online LLM Courses
- Online LLM Degree
- Step-by-Step Guide to Studying Law
- Top 5 Law Books to Read
- Why Legal Studies?
- Pursuing a Career in Law
- How to Become Lawyer in India
- Career Options and Salaries in Law
- Career Options in Law India
- Corporate Lawyer Salary India
- How To Become a Corporate Lawyer
- Career in Law: Starting, Salary
- Career Opportunities: Corporate Law
- Business Lawyer: Role & Salary Info
- Average Lawyer Salary India
- Top Career Options for Lawyers
- Types of Lawyers in India
- Steps to Become SC Lawyer in India
- Tutorials
- C Tutorials
- Recursion in C: Fibonacci Series
- Checking String Palindromes in C
- Prime Number Program in C
- Implementing Square Root in C
- Matrix Multiplication in C
- Understanding Double Data Type
- Factorial of a Number in C
- Structure of a C Program
- Building a Calculator Program in C
- Compiling C Programs on Linux
- Java Tutorials
- Handling String Input in Java
- Determining Even and Odd Numbers
- Prime Number Checker
- Sorting a String
- User-Defined Exceptions
- Understanding the Thread Life Cycle
- Swapping Two Numbers
- Using Final Classes
- Area of a Triangle
- Skills
- Software Engineering
- JavaScript
- Data Structure
- React.js
- Core Java
- Node.js
- Blockchain
- SQL
- Full stack development
- Devops
- NFT
- BigData
- Cyber Security
- Cloud Computing
- Database Design with MySQL
- Cryptocurrency
- Python
- Digital Marketings
- Advertising
- Influencer Marketing
- Search Engine Optimization
- Performance Marketing
- Search Engine Marketing
- Email Marketing
- Content Marketing
- Social Media Marketing
- Display Advertising
- Marketing Analytics
- Web Analytics
- Affiliate Marketing
- MBA
- MBA in Finance
- MBA in HR
- MBA in Marketing
- MBA in Business Analytics
- MBA in Operations Management
- MBA in International Business
- MBA in Information Technology
- MBA in Healthcare Management
- MBA In General Management
- MBA in Agriculture
- MBA in Supply Chain Management
- MBA in Entrepreneurship
- MBA in Project Management
- Management Program
- Consumer Behaviour
- Supply Chain Management
- Financial Analytics
- Introduction to Fintech
- Introduction to HR Analytics
- Fundamentals of Communication
- Art of Effective Communication
- Introduction to Research Methodology
- Mastering Sales Technique
- Business Communication
- Fundamentals of Journalism
- Economics Masterclass
- Home
- Blog
- Digital Marketing
- Top 10 Digital Marketing Objectives: Goals, Examples
Top 10 Digital Marketing Objectives: Goals, Examples
Updated on 01 August, 2024
17.18K+ views
• 9 min read
Share
![Top 10 Digital Marketing Objectives: Goals, Examples Digital Marketing Objectives](https://ik.imagekit.io/upgrad1/abroad-images/blog/-1/-1/digital-marketing-objectives/images/Blog_FI_July_upGrads_Knowledge_baseRMYXK0.png?tr=f-jpg,pr-true)
Table of Contents
Digital marketing is a targeted approach to promoting products, services, or brands using various online platforms. It takes the power of the internet, social media, search engines, email marketing, and other digital platforms to reach and engage the audience. Businesses can analyse user behaviour, preferences, and demographics with data-driven strategies to create personalised campaigns.
Enhancing brand visibility, driving website traffic, generating leads, and converting prospects into loyal customers are some of the goals of digital marketing. This rapidly evolving digital landscape requires marketers to adapt quickly to emerging trends and technologies to maximise their online presence and achieve marketing objectives effectively.
Benefits of Digital Marketing
Following are some advantages of using digital marketing for your business:
- Global Reach: Digital marketing enables businesses to reach a vast global audience, breaking geographical barriers.
- Cost-Effective: It offers cost-efficient advertising compared to traditional methods, allowing better budget allocation.
- Targeted Marketing: Precise targeting options ensure reaching the right audience and increasing conversion rates.
- Measurable Results: Digital marketing provides real-time analytics, allowing immediate assessment of campaign performance.
- Personalisation: Tailored content and personalised campaigns enhance customer engagement and satisfaction.
- Brand Building: A consistent digital presence helps establish a strong brand identity and reputation.
- Higher ROI: Effective strategies yield higher returns on investment and increased revenue.
- 24/7 Accessibility: Online presence ensures businesses are accessible to customers round-the-clock.
- Interactivity: Engaging content and two-way communication foster lasting customer relationships.
- Adaptability: Digital marketing allows quick adaptation to changing market trends and customer preferences.
Register for the Advanced Certificate in Digital Marketing and Communication from MICA to unlock the full potential of digital marketing and communication. Meanwhile, read this blog for a comprehensive idea about digital marketing objectives.
Main Components of Digital Marketing
The main components of digital marketing are:
- Search Engine Optimisation (SEO): Optimising websites to achieve a higher rank in SERPs and boost organic traffic.
- Content Marketing: Crafting unique and relevant content to captivate and engage the target audience.
- Social Media Marketing (SMM): Using social media to build a brand presence, engage followers, and drive traffic.
- Email Marketing: Sending targeted emails to promote products, nurture leads, and build customer loyalty.
- Pay-Per-Click (PPC) Advertising: Putting sponsored adverts on search engines and social media to increase traffic.
- Influencer Marketing: Teaming with influencers to promote services or products to their dedicated audience.
- Online PR (Public Relations): Building positive brand image and managing online reputation through media and press coverage.
- Affiliate Marketing: Collaborating with affiliates who promote products in return for a commission earned on each sale.
- Analytics and Data Analysis: Using tools to gather and analyse data for user behaviour and campaign performance insights.
- Mobile Marketing: Targeting users on mobile devices through mobile apps, SMS, or responsive website design.
- Video Marketing: Creating videos and promoting them to engage users on social media and YouTube platforms.
- Website and User Experience (UX) Optimisation: Ensuring websites are user-friendly for conversions.
Digital Marketing Objectives
The specific objectives of online marketing can vary based on the organisation’s goals and target audience, but some common objectives include:
- Increasing brand awareness: Online marketing helps to create and enhance brand visibility among the target audience. This is achieved through various digital channels such as social media, content marketing, and display advertising.
- Driving website traffic: Online marketing aims to attract relevant and quality traffic to a company’s website. This is crucial for generating leads, increasing sales, and achieving other conversion-related objectives.
- Generating leads: One of the primary objectives of online marketing is to capture potential customers’ contact information and convert them into leads. This involves using lead magnets, opt-in forms, and other strategies to collect customer data.
- Boosting sales and revenue: Online marketing plays a significant role in increasing revenue and driving sales. Businesses can improve their overall sales by reaching the right audience with the right message at the right time.
- Engaging with the target audience: Online marketing facilitates two-way communication between businesses and customers. It allows companies to engage with their audience through social media, email marketing, and other interactive channels.
- Building customer loyalty and retention: Retaining existing customers is often more cost-effective than acquiring new ones. Online marketing strategies can help build long-term customer relationships, encouraging repeat business and brand loyalty.
- Improving customer support: Online marketing can provide better customer support and address customer queries and concerns. Social media, chatbots, and email support are some ways to enhance customer service.
- Conducting market research: It provides valuable data and insights about customer behaviour, trends, and preferences. This data can be used for refineing marketing strategies and market research.
- Competitor analysis: Through online marketing, businesses can perform a SWOT analysis to monitor their competitors’ activities, assess their strengths and weaknesses, and adjust their strategies accordingly.
- Measuring and analysing results: A significant advantage of online marketing is tracking and measuring the effectiveness of various campaigns and channels. This data-driven approach allows for constant optimisation and improvement.
Learn digital marketing courses online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career.
Examples of Digital Marketing Objectives
Understanding digital marketing goals examples can help businesses strategise and achieve their desired outcomes in the ever-evolving online landscape.
- Increase Website Traffic:
Goal: To attract more visitors to the website.
Example: Implementing SEO strategies to improve organic search rankings and running targeted PPC campaigns to drive traffic.
- Generate Leads:
Goal: To capture potential customers’ information for further nurturing.
Example: Offering a downloadable ebook or whitepaper in exchange for email sign-ups.
- Boost Sales and Revenue:
Goal: To increase the number of sales and overall revenue.
Example: Running limited-time promotions or discounts to encourage immediate purchases.
- Enhance Brand Awareness:
Goal: To increase recognition and visibility of the brand.
Example: Launching a social media campaign featuring user-generated content with branded hashtags.
- Improve Customer Engagement:
Goal: To interact and build relationships with customers.
Example: Conducting interactive live Q&A sessions or hosting online contests.
- Drive Social Media Following:
Goal: To grow the brand’s presence on social media platforms.
Example: Running a social media giveaway to attract new followers and engage existing ones.
- Increase Online Conversions:
Goal: To optimise the website and marketing channels for better conversion rates.
Example: A/B testing different website layouts or CTA buttons to identify the most effective ones.
- Expand Market Reach:
Goal: To enter new markets and reach untapped customer segments.
Example: Creating localised content and advertising campaigns for specific regions.
- Improve Customer Retention and Loyalty:
Goal: To encourage repeat business and build brand loyalty.
Example: Sending personalised email offers or exclusive promotions to existing customers.
- Monitor and Analyse Data:
Goal: To track and measure the success of digital marketing efforts.
Example: Using analytics tools to assess website traffic, conversion rates, and user behaviour to inform future strategies.
Check out our free courses to get an edge over the competition.
Goals of Digital Marketing
Increasing brand awareness, driving website traffic, generating leads, boosting sales and revenue, improving customer engagement, enhancing customer loyalty and retention, expanding market reach, measuring and analysing campaign performance, optimising marketing strategies based on data insights, and maintaining a competitive edge in the digital landscape are the goals of digital marketing.
Businesses seek to interact with their target audience, develop deep relationships, and eventually accomplish their goals in the dynamic and ever-evolving digital space by using a variety of online channels and strategies like SEO, content marketing, social media, email campaigns, and more.
Popular Digital Marketing Blogs
Digital Marketing SMART Objectives Examples
Businesses should set SMART goals for digital marketing to drive effective results, ensuring that their objectives are specific, measurable, achievable, relevant, and time-bound.
- Specific Objective: Increase organic website traffic by 25%.
SMART Goal: Achieve a 25% increase in organic website traffic within the next six months by implementing SEO best practices, publishing high-quality content regularly, and promoting it through social media.
- Specific Objective: Boost social media engagement on Instagram.
SMART Goal: Increase Instagram post interactions (likes, comments, shares) by 20% in the next three months by posting more engaging content, leveraging relevant hashtags, and collaborating with influencers.
- Specific Objective: Generate qualified leads through email marketing.
SMART Goal: Obtain 500 new email subscribers within two months by offering a valuable lead magnet (e.g., e-book, webinar) and implementing an automated email nurturing sequence.
- Specific Objective: Improve website conversion rate.
SMART Goal: Increase the website’s conversion rate from 2% to 4% in the next quarter through user experience optimisation, A/B testing, and persuasive call-to-action (CTA) strategies.
- Specific Objective: Enhance brand awareness through content marketing.
SMART Goal: Increase brand mentions and shares by 30% in six months by producing and promoting engaging, shareable, and informative blog posts and videos.
- Specific Objective: Increase online sales for a specific product.
SMART Goal: Achieve a 15% increase in sales for Product X within three months by running targeted PPC campaigns, offering exclusive discounts, and optimising the product page for conversions.
- Specific Objective: Expand market reach to a new geographic region.
SMART Goal: Enter the European market and acquire 100 new customers within one year by localising the website, creating region-specific ad campaigns, and leveraging partnerships with local influencers.
- Specific Objective: Improve customer retention and loyalty.
SMART Goal: Increase customer retention by 20% in six months through a customer loyalty program, personalised email offers, and excellent post-purchase support.
- Specific Objective: Enhance online reputation and brand sentiment.
SMART Goal: Achieve a 90% positive sentiment score on social media within three months by promptly responding to customer feedback, resolving issues, and proactively sharing positive testimonials.
- Specific Objective: Measure and analyse marketing campaign performance.
SMART Goal: Implement advanced analytics tools, set up regular reporting to track key performance indicators (KPIs), and make data-driven decisions for optimising marketing strategies.
By setting SMART objectives, digital marketers can ensure that their goals are specific, measurable, achievable, relevant, and time-bound, making them more likely to succeed in their digital marketing efforts.
Best Online Digital Marketing Courses
Advanced Certificate in Brand Communication Management - MICA | Advanced Certificate in Digital Marketing and Communication - MICA |
Performance Marketing Bootcamp - Google Ads from upGrad | |
To explore all our certification courses on Digital Marketing, kindly visit our page below. | |
Digital Marketing Certification |
Conclusion
Digital marketing objectives are crucial in guiding businesses and organisations toward success in the digitally-driven world. By setting specific, measurable, and relevant goals, companies can align their marketing efforts with their overall business objectives, improve their online presence, engage with their target audience effectively, and drive meaningful results.
Whether it’s increasing website traffic, boosting brand awareness, generating leads, or optimising conversion rates, having well-defined digital marketing objectives enables businesses to stay competitive, adapt to changing market trends, and maximise their return on investment in the dynamic world of digital marketing.
Enhance your expertise in brand communication management with Advanced Certificate in Brand Communication Management from MICA offered in collaboration with upGrad. Master the art of strategic branding and communication to drive business success.
FAQs
Frequently Asked Questions (FAQs)
1. What is the main objective of digital marketing?
The main objective of digital marketing is to achieve business growth and success through strategic online promotion and engagement.
2. What are the top digital marketing objectives businesses strive to achieve?
The top digital marketing objectives businesses strive to achieve are increasing brand awareness, driving website traffic, generating leads, and boosting sales and revenue.
3. Can you provide examples of specific goals related to digital marketing objectives?
Specific goals related to digital marketing objectives: a. Increase website traffic by 30% through SEO and content marketing efforts within six months. b. Generate 500 new leads through targeted email campaigns and optimised landing pages in the next quarter. c. Achieve a 15% increase in online sales within three months through personalised product recommendations and upselling strategies.
Did you find this article helpful?
Keerthi Shivakumar with strong and innovative strategies to promote the business brand and services globally.
See MoreOur Trending Courses 3
Master of Design in User Experience MBA with Marketing Concentration MBA with Marketing ConcentrationOur Trending Skill 11
Advertising Courses Influencer Marketing Courses Performance Marketing Courses SEM Courses Email Marketing Courses Content Marketing Courses Social Media Marketing Courses Marketing Analytics Courses Web Analytics Courses Affiliate Marketing Courses Display Advertising CoursesGet Free Counsultation
By clicking "Submit" you Agree toupGrad's Terms & Conditions
RELATED PROGRAMS
Explore Free Courses
SUGGESTED BLOGS
5.19K+
Digital Marketing – The Experimentation Game
The only thing constant in life and digital marketing is ‘change’. And by now we are more than used to it. More the companies invest in various internet marketing campaigns, more is the influx of data. That data which holds the potential to not just sustain their business but also turn it around, if used optimally.
Data focused marketing requires a lot of testing and comes with its own set of challenges. While many businesses are actively synergizing data into clever campaigns to reach out to their customers, they are still facing a lot of stumbling blocks when it comes to online marketing.
Common Challenges Faced by Digital Marketing Executive:
Every minute, a new business is trying to build its presence online. The market is cluttered as ever and the consumers are spoilt for choices. The competition is getting worse day-by-day but at the end of the day, businesses are selling the same thing to the same people at the same price. Which means whatever they are saying through their marketing channels is only adding to the consumers’ disinterest. What can they do to break away from this pattern?
Learn digital marketing courses online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career.
Invent new digital customer experiences that make their brand stand out. Use data-focused marketing to localise global data and personalise it to resonate with the local consumers.
Let’s look at the consumer’s ideal journey across digital channels to understand this particular challenge. Say a consumer is accessing Facebook on his phone and has come across an interesting video Ad. He watches it, likes it and moves on. The next time he is browsing on his iPad/Tab looking for products like the Ad he saw on Facebook a week ago. This time a Google Display Banner about the product he is looking for pops up. He is interested and goes to the landing page to check the product/ brand but drops out without making up his mind. The very next week the same consumer goes to the website of the said brand buys the product. Magical, eh?
But this kind of concrete conversions is a distant dream for most online businesses as they are often trying to figure out which marketing channel should they push the most. The answer is, ‘all of them’ – social media, website, the right technology tools and mobile. Use target group segmentation and then wait to find out which of these mediums work and which of them are passé.
Unless a business justifies its digital experiments in the form of ROI (return on investment), it is very difficult to understand the effectiveness of any online marketing campaign. ROI can be measured by tracking every single marketing activity in real time and clubbing the results with the sales report. But the challenge is not all marketing activities are easy to track.
Best Online Digital Marketing Courses
Advanced Certificate in Brand Communication Management - MICA
Advanced Certificate in Digital Marketing and Communication - MICA
Performance Marketing Bootcamp - Google Ads from upGrad
To explore all our certification courses on Digital Marketing, kindly visit our page below.
Digital Marketing Certification
That’s where marketing analytics and inbound marketing come to the rescue. Marketing analytics help in deciphering the credibility of the existing or incoming data and inbound marketing campaigns give tangible numbers performance-wise. Better the numbers more will be the budget for the next digital marketing campaign.
All said and done, today’s challenges will be tomorrow’s guiding stars. Hence, experimentation in digital marketing is key if a business wants to ace it in the long run.
Top Digital Marketing Skills
Online Advertising Courses
Influencer Marketing Programs
SEO Optimisation Courses
Performance Marketing Certification
Search Engine Marketing Course
Email Marketing Strategy
Content Marketing Strategy
Social Media Advertising
Digital Marketing Analytics
Website Analytics
Online Display Advertising
Best Affiliate Programs
upGrad’s Exclusive Digital Marketing Webinar for you –
What’s new in Marketing?
document.createElement('video');
https://cdn.upgrad.com/blog/rumi-ambastha.mp4
Digital Marketing Free courses to Learn
Influencer marketing free course
Introduction to advertising free course
Influencer marketing right free course
SEO basics free course
SEM basics free course
Email marketing free course
Social media marketing introduction free course
How to leverage user generated content free course
Content marketing free course
Fundamentals of marketing free course
Brand marketing masterclass free course
Popular Digital Marketing Blogs
Beginners Guide to YouTube Marketing : Complete List
How to Monetize Your YouTube Channel? Top 5 Actionable Steps
The Complete Guide on setting up a LinkedIn Company Page
Everything You Need To Know About Digital Marketing
A Complete Guide to Digital Marketing Strategy: What it is and How to create it?
Digital Marketing Tutorial: A Step-by-Step Guide To Become an Expert
Future of Digital Marketing: How It Goes From Here
Importance of Digital Marketing: Top 10 Reasons Your Business Needs it
Digital Marketing Challenges: How to Win Amidst the Challenges in Digital Marketing
Read More29 Mar'16
5.83K+
How to Create a Digital Marketing Strategy From Scratch?
Back in my agency days, I was really confused as to how my team managers could magically divide the client’s budget on digital across channels like Google & Facebook, and across networks like Google Search, Shopping, GSP, Facebook Targeting & Remarketing. They would estimate some “industry standard” click-through & conversion rates and apportion the client’s money across these channels to achieve the desired goals either transactions or leads.
Over the years, I’ve realized that marketing managers figure out some of these industry thresholds and develop some templates which helps them accurately coin strategies that are at least 70-80% of the desired results. In this E-Book, we’ll be taking you step by step, in how you can create a comprehensive 3-month comprehensive digital marketing budget strategy.
Learn digital marketing courses online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career.
What You’ll Learn from this E-book?
This e-book primarily aims to make you independent from your marketing managers, and helps you create Digital Marketing Strategy & perform budget allocations for all the online channels, and highlights the levers that you need to focus on when you create your strategy around thresholds & metrics –
1. Deep Dive into Primary & Secondary Metrics –
Learn why CPCs, CTRs, Conversion rates are so important.
2. Understanding Your Target Consumers –
Learn How to think about your target audience & then take a decision on which channels & networks you want to allocate money to.
3. 1st Month’s Budget Plan –
Learn Step by Step for a Travel company, who wants to create a Digital Marketing Strategy & Budget Plan for the 1st month on Google & Facebook.
4. 3-Month Budget Plan –
Learn how to expand your 1 month’s pilot to a 3-month quarterly strategy, also check the pitfalls & landmines of digital PPC you need to avoid.
Best Digital Marketing Courses Online
Advanced Certificate in Brand Communication Management - MICA
Advanced Certificate in Digital Marketing and Communication - MICA
Performance Marketing Bootcamp - Google Ads from upGrad
To Explore all our courses, visit our page below.
Digital Marketing Courses
Bonus Section :
We have also shared a compilation of 10 top performance marketing strategies that have worked well for both e-commerce & lead generation businesses, which you can use as a starting point for your digital marketing strategy.
You can download the e-book from the below link Free of Cost. Do let us know your feedback.
Learn digital marketing courses online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career.
Featured Programs for you – Advanced Certificate in Digital Branding & Advertising from MICA
In-demand Digital Marketing Skills
Advertising Courses
Influencer Marketing Courses
SEO Courses
Performance Marketing Courses
SEM Courses
Email Marketing Courses
Content Marketing Courses
Social Media Marketing Courses
Marketing Analytics Courses
Web Analytics Courses
Display Advertising Courses
Affiliate Marketing Courses
upGrad’s Exclusive Digital Marketing Webinar for you –
What’s new in Marketing?
document.createElement('video');
https://cdn.upgrad.com/blog/rumi-ambastha.mp4
Digital Marketing Free courses to Learn
Influencer marketing free course
Introduction to advertising free course
Influencer marketing right free course
SEO basics free course
SEM basics free course
Email marketing free course
Social media marketing introduction free course
How to leverage user generated content free course
Content marketing free course
Fundamentals of marketing free course
Brand marketing masterclass free course
Popular Digital Marketing Blogs
Beginners Guide to YouTube Marketing : Complete List
How to Monetize Your YouTube Channel? Top 5 Actionable Steps
The Complete Guide on setting up a LinkedIn Company Page
Everything You Need To Know About Digital Marketing
A Complete Guide to Digital Marketing Strategy: What it is and How to create it?
Digital Marketing Tutorial: A Step-by-Step Guide To Become an Expert
Future of Digital Marketing: How It Goes From Here
Importance of Digital Marketing: Top 10 Reasons Your Business Needs it
Digital Marketing Challenges: How to Win Amidst the Challenges in Digital Marketing
Read Moreby Nilotpal Roy
23 May'165.61K+
5 Soft Skills You Need To Be A True Digital Marketing Rockstar
The difference between good and great is never the hard and sharp skills which can be measured and quantified, it is always the softer, rounded and scruffy stuff which is tough to learn, unlearn and asses. Ironically, the hard is easy and soft is difficult.
An un-shakeable rockstar digital marketer is not just made up of data, analytics, optimization, tools, impressions, clicks and conversions. He is made of rigor, curiosity, intuition, persuasion, adaptability and negotiation. Doesn’t sound like a chapter from organizational behavior 101? Well, it does and it is the what great marketers are made of. No, he is not made of dimensions which can be measured through the spider web charts.
Learn digital marketing courses online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career.
The difference between a good and a rockstar digital marketer are the soft skills which can’t be put in a spreadsheet.
So, here’s how these soft skills can future proof your digital marketing career and transform you into a digital marketing Rockstar:
1. Endless Curiosity
The future belongs to the curious and a digital marketer needs to have the hunger to learn more, ask more questions and be curious about everything happening in the marketing world.
The pace at which technology is evolving and communication modes and mediums are changing you run the risk of being irrelevant in no time. If you were an SEO expert in 2005 and you haven’t kept up with the pace of the changing landscape, it is highly possible that you are out of your job right now. If you were a social media marketer 5 years and you haven’t bothered to move beyond likes and vanity metrics, you would probably not be of any use to brands anymore. Be curious, learn new things, spot and explore opportunities to deliver superlative results for your business.
17 Essential Digital Marketing Skills for 2017
Pro Tip: Use Feedly, Subscribe to 10-15 blogs on areas which interest you within marketing, read religiously, document your learnings and run 5 experiments a month. See the results in 6 months.
2. Powerful Intuition
It doesn’t always help to hide behind data and argue on results with data that is sparse, insignificant and used merely to fill up a table. You should not fear the unknown when faced with situations where there is no precedent or no means to measure, it’s ok to rely on your intuition. If you have a deep understanding of your consumers and business you will fail less. Empirical data doesn’t help you always, path changing innovations are based on strong intuitions.
Tip: Deep dive into consumer research, brand tracks, media planning, business results. No, it’s not the job of the ‘brand’ or other functions. It is yours too. Take a few bets early in your career. Fail.
upGrad’s Exclusive Digital Marketing Webinar for you –
Webinar with Q&A Session on Digital Marketing
document.createElement('video');
https://cdn.upgrad.com/blog/kapil-panchal-alumni-talk-about-careers-in-dm.mp4
3. Exceptional ability to Persuade
Great marketers have an exceptional ability to persuade. They know how to align themselves to the big hairy audacious goals of the top bosses without compromising on what they think is right for the brand and the business. As a digital marketer, you will need to persuade your bosses to run experiments, run campaigns which are superfluous and to spend on marketing even in hard times. Don’t give up if you fail once. Prepare better, work harder and reason with a logic.
What works? Your ability to listen and understand, passion for the idea and your belief.
How to Become a [T] Shaped Marketer in the Digital Age?
Best Online Digital Marketing Courses
Advanced Certificate in Brand Communication Management - MICA
Advanced Certificate in Digital Marketing and Communication - MICA
Performance Marketing Bootcamp - Google Ads from upGrad
To explore all our certification courses on Digital Marketing, kindly visit our page below.
Digital Marketing Certification
4. Ruthless Negotiation
Truth to be told, marketing is still seen as a huge cost center by most companies. You are the guy who is giving your CEO sleepless nights, you have the power to spend millions at the click of a button after all. When it comes to money, you should learn how to save it and make use of it to fund your experiments. Hence, Negotiate ruthlessly. A strong digital marketer needs to be a great negotiator. Whether it is vendors, tools or media you need to negotiate, not only for money but for anything which makes you more efficient and effective. Bet your CEO won’t stop smiling.
Tip: Do not hesitate to ask.
Top Digital Marketing Skills
Online Advertising Courses
Influencer Marketing Programs
SEO Optimisation Courses
Performance Marketing Certification
Search Engine Marketing Course
Email Marketing Strategy
Content Marketing Strategy
Social Media Advertising
Digital Marketing Analytics
Website Analytics
Online Display Advertising
Best Affiliate Programs
5. Flexibility to Change and Adapt
An extraordinary digital marketer keeps himself relevant, he is willing to unlearn and is sensitive to the changing environment and consumer. The channel strategy which worked well a year back might not be the best choice right now, the optimization techniques, the growth hacks which delivered a year ago might not yield the same results. It is of utmost importance to be nimble and change course if the results don’t seem to agree with your plan.
Pro Tip: Don’t overtest, handle your ego, be willing to unlearn and make new mistakes instead of repeating the old ones.
We are living in exciting times where the lines between various functions of marketing are blurring, marketing is increasingly becoming the center of the business and it is changing and evolving rapidly. It will become increasingly complex to take black and white decisions and hence a rockstar marketer needs to build soft skills which are enduring.
The career opportunities in digital marketing are plenty; you get to choose what you want to become. If you are curious to get into the world of digital marketing, check out upGrad & MICA’s Digital Marketing Program.
Digital Marketing Free courses to Learn
Influencer marketing free course
Introduction to advertising free course
Influencer marketing right free course
SEO basics free course
SEM basics free course
Email marketing free course
Social media marketing introduction free course
How to leverage user generated content free course
Content marketing free course
Fundamentals of marketing free course
Brand marketing masterclass free course
Popular Digital Marketing Blogs
Beginners Guide to YouTube Marketing : Complete List
How to Monetize Your YouTube Channel? Top 5 Actionable Steps
The Complete Guide on setting up a LinkedIn Company Page
Everything You Need To Know About Digital Marketing
A Complete Guide to Digital Marketing Strategy: What it is and How to create it?
Digital Marketing Tutorial: A Step-by-Step Guide To Become an Expert
Future of Digital Marketing: How It Goes From Here
Importance of Digital Marketing: Top 10 Reasons Your Business Needs it
Digital Marketing Challenges: How to Win Amidst the Challenges in Digital Marketing
Read Moreby Dilip Guru
27 Jun'165.18K+
How To Evaluate an Influencer Marketing Campaign?
Influencer marketing campaign trends have been in vogue since the advent of social media marketing. With celebrities, subject matter experts, social media enthusiasts and entrepreneurs building their own world of fans and followers, influencer marketing has become more of a trend than an invaluable business marketing tool.
The Need to Evaluate
It is very easy to employ a group of small to mid-level influencers for short campaigns or outbursts like contests or offer announcements and get your hashtag trending or acquire the set number of followers or sign-ups. But if you are looking at building your brand image through an influencer marketing campaign, it calls for a thorough evaluation of your influencer targeting process, your campaign agenda and execution, and how best do you use your learnings for the next campaign.
Daunting, is it? Relax. There’s an easier way to go about this. Simply seek answers to the following questions and put them to good use.
Do you have these 17 Essential Digital Marketing Skills?
Questions to ask while evaluating an influencer marketing campaign:
1) Are you working with the right influencers?
When it comes to the influencers, it’s not just their incredible number of followers that matter but also the kind of conversations they have with their network. You are working with the right influencers if they love your brand by genuinely tagging/mentioning you in most of their conversations or if they are already talking about your forte/industry and all you need to do is give them a brand name as a plugin to their social chatter.
When Amazon India launched Kindle Paperwhite in India, they wanted to inculcate the habit of e-reading among the Indian readers. So, they got bestselling Indian authors Ashwin Sanghi and Amish Tripathi to feature in digital films which showcased the authors’ journey from reading books to e-books. These film spoke volumes to the Indian readers subtly highlighting the features of Kindle.
2) Do your influencers have the right followers?
All influencers have extensive reach owing to their massive fan following. But the kind of followers they have plays a crucial role in an influencer marketing campaign as that defines the actual reach of your content. For e.g. if you are a brand selling baby products, let’s say Smart Bottoms Inc, and you have teamed up with mothers, it is essential for them to have other mothers as their major followers with active conversations revolving around babies and motherhood. Only then will your brand mention seem relevant and authentic.
How to become a T Shaped Marketer?
3) Are you supporting your influencers?
Your collaboration with your influencers doesn’t end at briefing them about your objective and letting them do their work by mentioning you everywhere. As a brand, influencer promotion is your responsibility wherein you leverage the content shared by your influencers by sharing, re-sharing and posting them on your brand pages periodically (with relevant tags and mentions) to appeal to your influencers’ network and attract loyal followers for your brand.
Disney Baby’s Instagram account has built its popularity solely by repurposing and re-posting UGC content sent by moms from around the world. By giving out themes and tips on motherhood and parenting, this account has not only encouraged moms from around the world but has also shown them ways to have fun creatively with their babies.
4) Have you set any guidelines?
Setting up ‘influencer guidelines’ for all your influencer marketing campaigns is essential as that will influence your sales through top-of-mind brand recall than just increase the number of followers. For e.g. on platforms like Instagram where you can tag brands in the photos, setting up a clause to tag you in the comments/caption will help as the tags are generally not readable on the photos whereas in the caption they are loud and up front.
Best Digital Marketing Courses Online
Advanced Certificate in Brand Communication Management - MICA
Advanced Certificate in Digital Marketing and Communication - MICA
Performance Marketing Bootcamp - Google Ads from upGrad
To Explore all our courses, visit our page below.
Digital Marketing Courses
5) Is your campaign social enough?
Finally, is your influencer marketing campaign social enough to be talked about in a wide network as opposed to a niche audience? Does your campaign have the potential to be a social media influencer in itself, trend for a while and lead to a V.2.0 purely on the basis of its popularity?
Well, let’s evaluate it together by looking at an example.
Consider Tata Bolt’s #GetSetBolt. It looks like Tata Bolt had all the answers to the above questions before coming up with an idea for its launch campaign #GetSetBolt. It teamed up with just four powerful twitter influencers and #GetSetBolt to reach out to its social savvy millennial TG (Q1.) – who also happened to be the followers of the said four influencers (Q2).
Unlike the usual influencer campaigns where the influencers are asked to tweet and make noise, Tata Bolt created a reality show called #GetSetBolt where the influencers were locked in glass cubicles. To get out of these cubicles, the influencers had to procure the symbolic Bolt key. They had to achieve this by generating maximum buzz amongst their followers (Q4) using the hashtags #GetSetBolt and their team names – #TeamAshwin,#TeamGabbar, #TeamTrendulkar and #TeamRahul named after their twitter handles.
During the campaign, Tata Bolt through its own Twitter handle seeded tweets, updates, video snippets featuring the influencers and the progress of the contest regularly to leverage the accelerating buzz created by the influencers (Q3). But what made this campaign a social media influencer in itself was the type of engagement. (Q5).
Influencer Marketing is a Silver Bullet if done correctly!
The fact that it got the followers to actively participate along with the influencers with gratifications lined up for both the top influencers and followers (here supporters) made this influencer marketing campaign one-of-its-kind. Also, the gamification bit added a lot more fun and frolic to the campaign where the Twitterati actually played along to unlock the key instead of tweeting a cascade of senseless tweets. Simplicity and tact, that’s all it took Tata Bolt to #GetSetBolt and make the best out of an ordinary influencer marketing campaign.
So, how do you evaluate your influencer marketing campaigns? Have you come across any unique insights that are share-worthy? Go ahead, spill the beans. We’re all ears!
Learn digital marketing courses online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career.
Featured Programs for you – Advanced Certificate in Digital Branding & Advertising from MICA
In-demand Digital Marketing Skills
Advertising Courses
Influencer Marketing Courses
SEO Courses
Performance Marketing Courses
SEM Courses
Email Marketing Courses
Content Marketing Courses
Social Media Marketing Courses
Marketing Analytics Courses
Web Analytics Courses
Display Advertising Courses
Affiliate Marketing Courses
upGrad’s Exclusive Digital Marketing Webinar for you –
How Marketers can enable Sales for Success?
document.createElement('video');
https://cdn.upgrad.com/blog/abhishek-ballabh.mp4
Digital Marketing Free courses to Learn
Influencer marketing free course
Introduction to advertising free course
Influencer marketing right free course
SEO basics free course
SEM basics free course
Email marketing free course
Social media marketing introduction free course
How to leverage user generated content free course
Content marketing free course
Fundamentals of marketing free course
Brand marketing masterclass free course
Popular Digital Marketing Blogs
Beginners Guide to YouTube Marketing : Complete List
How to Monetize Your YouTube Channel? Top 5 Actionable Steps
The Complete Guide on setting up a LinkedIn Company Page
Everything You Need To Know About Digital Marketing
A Complete Guide to Digital Marketing Strategy: What it is and How to create it?
Digital Marketing Tutorial: A Step-by-Step Guide To Become an Expert
Future of Digital Marketing: How It Goes From Here
Importance of Digital Marketing: Top 10 Reasons Your Business Needs it
Digital Marketing Challenges: How to Win Amidst the Challenges in Digital Marketing
Read More24 Jul'16
7.17K+
How much do you know about Digital Marketing?
Who is this Digital Marketing Quiz for?
Are you an Entrepreneur with a fancy for Digital? Or a Brand Manager wanting to focus on Online Marketing? Maybe a domain expert looking to diversify her skill sets?
Well, this test is for everyone, conventional marketing professionals who are interested in Digital Marketing as well as new entrants who are looking to make a start in the digital domain. Experienced Digital Marketers between 4-6 years of experience also will find this challenging.
Digital Marketing Knowledge is hard to test, honestly speaking, what do you test in a Digital Marketer? Her capability to manage Lakhs of campaign budgets across Google and Facebook? Her ability to create a robust inbound engine that takes away paid marketing heavy lifting to ensure a sustainable CAC? Or her ability to optimize landing pages, create killer email drips and be a pro at Analytics? If you are a beginner in digital marketing marketing, and want to gain expertise, check out our digital marketing courses from top universities.
17 Essential Digital Marketing Skills which will help you Rock!
We at UpGrad’s Digital Marketing Program team were pondering the same questions, which lead us to create this Cross-Channel Digital Marketing Program.
After some passionate debates among domain experts, we agreed is that a true Digital Marketer is someone who can fit all the pieces back to the puzzle!
What to Expect in this Digital Marketing Quiz?
Well, we have created an adaptive learning test, which first takes your input on how well you think you know Digital Marketing. The consecutive questions adapt on the basis of your performance. So even for beginners, this test is a great experience to discover the scope of Digital Marketing. For pro Digital Marketers, this may end up becoming an addictive challenge you love to solve.
Be ready to expect anything and everything starting with an email drip campaign to A/B Testing, to Programmatic buying!
Friendly advice: Don’t bother searching these questions on Google, you won’t find them! You could try to crack the test multiple times, and we will appreciate your attempts. 😉
Top 15 Digital Marketing Interview Questions
Best Digital Marketing Courses Online
Advanced Certificate in Brand Communication Management - MICA
Advanced Certificate in Digital Marketing and Communication - MICA
Performance Marketing Bootcamp - Google Ads from upGrad
To Explore all our courses, visit our page below.
Digital Marketing Courses
What happens if you perform really well?
We’ve kept aside some really awesome goodies and gift vouchers for the top scorers. But that’s not it, we’ll also be giving out scholarships to a select few of our 5 Month Digital Marketing Online Program. So spread the word to all Digital Marketing enthusiasts out there!
If you want to learn and work on real projects, engage with industry mentors & receive a valuable certificate, check out MICA’s Advanced Certificate in Digital Marketing and Communication specialises in Branding, Social Media, Content Marketing and Analysis.
In-demand Digital Marketing Skills
Advertising Courses
Influencer Marketing Courses
SEO Courses
Performance Marketing Courses
SEM Courses
Email Marketing Courses
Content Marketing Courses
Social Media Marketing Courses
Marketing Analytics Courses
Web Analytics Courses
Display Advertising Courses
Affiliate Marketing Courses
upGrad’s Exclusive Digital Marketing Webinar for you –
What’s new in Marketing?
document.createElement('video');
https://cdn.upgrad.com/blog/rumi-ambastha.mp4
Digital Marketing Free courses to Learn
Influencer marketing free course
Introduction to advertising free course
Influencer marketing right free course
SEO basics free course
SEM basics free course
Email marketing free course
Social media marketing introduction free course
How to leverage user generated content free course
Content marketing free course
Fundamentals of marketing free course
Brand marketing masterclass free course
Popular Digital Marketing Blogs
Beginners Guide to YouTube Marketing : Complete List
How to Monetize Your YouTube Channel? Top 5 Actionable Steps
The Complete Guide on setting up a LinkedIn Company Page
Everything You Need To Know About Digital Marketing
A Complete Guide to Digital Marketing Strategy: What it is and How to create it?
Digital Marketing Tutorial: A Step-by-Step Guide To Become an Expert
Future of Digital Marketing: How It Goes From Here
Importance of Digital Marketing: Top 10 Reasons Your Business Needs it
Digital Marketing Challenges: How to Win Amidst the Challenges in Digital Marketing
Read Moreby Nilotpal Roy
12 Sep'165.84K+
How to Become a [T] Shaped Marketer in the Digital Age?
What is the secret to a Successful Marketing Career? (At least 1 of them)
See by the time you finish reading this article, two people across India will be placed with a digital marketing job! To give you some perspective of the abundance of supply vs demand.
Coming to demand, across the digital landscape, there are several roles that exist like brand management, or content, or SEO; or even PPC. Further, secondary functions like graphic design or data analysis also play an important role in digital marketing.
There are tons of questions that people have when they want to upskill themselves from say, traditional to Digital.
Many of these revolve around salaries, skill sets, domain knowledge, techniques, strategies and what not! Then there are more fundamental questions like:
“should I join an agency? A brand or work as a freelancer? ” Or “Which digital marketing segment is right for me?” Before any of this, how do you envision your Digital Marketing career growth, the answer lies in the T.
Who is a T Shaped Digital Marketer?
The answer to these existential questions are not simple, some gurus have coined the term a “T Shaped Marketer” which probably makes the closest cut.
Rand Fishkin from Moz mentions 4 very interesting insights of T Shaped Digital Marketers which have contributed to Moz & other organizations.
Being a T Shaped marketer is highly-desirable these days as we’ve seen in the industry. It means you not only have an in-depth knowledge in one function of marketing (like, paid marketing), but also understand marketing functions overall.
This eventually helps you grow towards an all-encompassing role, not limited to a silo.
Truth be told, most industries are hungry for T Shaped marketers, not just Start Ups!
The Secret Sauce behind T Shaped Marketers?
Well we thought so too, a T Shaped marketer is probably a myth! But at the depths of our research at UpGrad, we realized that at the heart of every successful digital marketer lies 3 essential elements:
Having a data driven approach
Grasping & solving the business challenge
Application & not just digital strategy gyan
Now, once we identified these core elements, we made sure that in our digital marketing program was raised on these 3 pillars. We realized we were not the only ones thinking about T Shaped marketing…
Who else is talking about the [T]?
T-shape marketer is somebody who has a broad understanding of different marketing channels and a deep domain expertise in either 1 or 2 areas. What you typically find in a market are domain experts, people who specialize in one specific area, but what you need is, and that is where the biggest gap is, people who come with broad understandings of different channels and have specializations in certain areas.
– Karan Sarin, Chief Marketing Officer at Razorpay
So let’s think out of the box, and argue, why these three elements are required for you to become a digital marketer?
Secret Sauce Element #1 : Solving a business challenge
All Channels, Tools and Strategies are Useless if You Can’t Solve a Business Problem
Whether it’s a brand you’re working for, or an agency, or even as a freelancer; you need to understand how for different business situations; channels & strategies combine to deliver optimum results.
How did we infuse business situations in our Digital Marketing Program? Mere Case Studies would not cut it!
So we identified business challenges across industries, company sizes and their maturity and picked out 15 businesses. These were facing marketing challenges across one or many digital marketing functions.
What did HDFC Life do when their Google Search Channel was proving too expensive? How did layered targeting on Display Channels solve this?
Did a Microsite really transform Thomas Cook’s revenue streams with round breaking SEO?
How did persona based creatives help in habit generation for Grofers?
All of these case studies were infused at the end of every one of our program modules. But you can just read a 1 pager about 100 such case studies on say, the lighthouse insights blog!
The difference is, we actually went to each of these brands, sat down with them, understood their challenges & how they solved them. After multiple interactions we then created a custom, detailed case study. These have data tables of campaign performances too.
We’ve kept the format at an Ivy League standard, meaning, you don’t just get the problem & solution to spoon fed to you. Instead, you are given the business challenge with data tables all in videos which recreate the atmosphere the brand was truly facing.
You then need to apply the learning from the module to actually solve the business case. Post submitting your answers, you are graded based on our rubric grading systems and finally exposed to the solution. You get to experience the way that brand applied strategies to succeed.
Are you a [T] Shaped Marketer? Take the Test Now!
Secret Sauce Element #2 : All Gyan means Jack is dull!
Digital Gyan is one thing, Applying it for a Real Life Business is what Industries seek
After speaking to hundreds of seasoned digital marketers in the industry, we realized that students can only become job ready if they are experiencing real life marketing campaigns for a business.
We partnered with GentClub, an upcoming e-commerce apparel recommendation engine that picks out outfits for you based on your requirements.
Owing to the digital first nature of the business, it fit perfectly into every avenue of paid and organic marketing. Starting from google adwords, SEO, display marketing, social media marketing, remarketing to content, inbound marketing and much more.
Doing this individually at the scale for hundreds of students was a challenge. So we
focused on the major elements that a student needs to learn. Primarily:
Business goals translating to campaign goals
Competency for all launch elements like – Campaign structure, Targeting, Communication & Settings
Post Launch optimisation drive
If a student is solving the Live Project element of remarketing, he put into the shoes of the marketing manager of GentClub. He will then need to plan remarketing campaigns for GentClub basis their target audience.
Once campaigns are launched, there is an optimisation drive, where all students are given the chance to improve the campaign’s elements like creatives, targeting, bids, budget and more, based on the real data of the campaigns.
For the same students need to focus on channel level data, and optimise based on his learning from the remarketing module. If his suggestions are chosen as the final ones to be applied on the marketing campaign, then if improves his grades on the Live Project segment.
Who else is talking about the [T]?
Imagine the alphabet ‘T’. There is a stem which goes horizontally and there is a very deep vertical stem. So, you might be a specialist in search engine optimisation or social media marketing or email marketing but you need to understand all the other components of digital marketing as well. So, if you are not a T shaped marketer, and are very comfortable with (at least aware of) tactics other than yours, you will not be able to contribute effectively to the campaign.
Apurva Chamaria, Vice-President & Head – Corporate Marketing, HCL
Secret Sauce Element #3: A Horse with Blinds can only Execute!
Understanding the Marketing Journey: Depth in Strategy is Key
If you are new to marketing, or already a marketing professional in the branding segment, or a domain expert, or someone entirely new to marketing; you need a different approach to understanding channels, buyer personas and digital marketing metrics.
In the beginning you need a website and/or app.
Be it any brand, you would be building a presence, getting quality traffic across different digital channels like Google & Facebook.
Working on your organic strategy with SEO driven content.
Working on repeat user acquisition and finally setting up analytics dashboards to optimise your marketing efforts.
At the heart of all these strategies lies the customer purchase funnel and it’s importance. While strategies are created on Digital, the target groups and their journeys across the purchase funnel of attract, nurture, convert & delight are always in focus.
In the end, the student will be in a position to tie all of these digital marketing channels to create a cross-channel digital media plan that solves the brand’s multi-objective goals.
Data elements help. One needs clear application driven questions that test business goals’ premise, the targeting and communication elements across all digital marketing disciplines. The rubric driven assessment layer vouches to do exactly that with more than 200 questions, that has a mix bag of data tables and comprehensions.
Learn digital marketing courses online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career.
Best Digital Marketing Courses Online
Advanced Certificate in Brand Communication Management - MICA
Advanced Certificate in Digital Marketing and Communication - MICA
Performance Marketing Bootcamp - Google Ads from upGrad
To Explore all our courses, visit our page below.
Digital Marketing Courses
Extra Seasoning #4: Tools will give you the Reality Check!
The Digital Tool Artillery
Executing channel strategies is only possible if one has clarity on how to use tools over a spectrum of elements in Digital.
These start from goals, targeting options, ad formats, bid and budget flexibilities and also the array of optimisation capabilities that different tools & interfaces allow.
In our Digital Marketing Program there is a resources section that ties to every channel, and showcases exactly how each interface & tool can be used to launch campaigns and derive insights for a given business goal. Some insightful tools like Unmetric for social listening or Hootsuite for social scheduling has benefited students.
In-demand Digital Marketing Skills
Advertising Courses
Influencer Marketing Courses
SEO Courses
Performance Marketing Courses
SEM Courses
Email Marketing Courses
Content Marketing Courses
Social Media Marketing Courses
Marketing Analytics Courses
Web Analytics Courses
Display Advertising Courses
Affiliate Marketing Courses
Are you a [T] Shaped Marketer? Take the Test Now!
This 10 question adaptive test will test your skill quotient across top Digital marketing disciplines. How much did you score?
upGrad’s Exclusive Digital Marketing Webinar for you –
What’s new in Marketing?
document.createElement('video');
https://cdn.upgrad.com/blog/rumi-ambastha.mp4
Digital Marketing Free courses to Learn
Influencer marketing free course
Introduction to advertising free course
Influencer marketing right free course
SEO basics free course
SEM basics free course
Email marketing free course
Social media marketing introduction free course
How to leverage user generated content free course
Content marketing free course
Fundamentals of marketing free course
Brand marketing masterclass free course
Popular Digital Marketing Blogs
Beginners Guide to YouTube Marketing : Complete List
How to Monetize Your YouTube Channel? Top 5 Actionable Steps
The Complete Guide on setting up a LinkedIn Company Page
Everything You Need To Know About Digital Marketing
A Complete Guide to Digital Marketing Strategy: What it is and How to create it?
Digital Marketing Tutorial: A Step-by-Step Guide To Become an Expert
Future of Digital Marketing: How It Goes From Here
Importance of Digital Marketing: Top 10 Reasons Your Business Needs it
Digital Marketing Challenges: How to Win Amidst the Challenges in Digital Marketing
Read Moreby Nilotpal Roy
04 Nov'165.29K+
How To Make Facebook Ads Work for B2B Marketing
This is a Guest Post by Deepak Kanakaraju
What’s the secret?
Advertising on Facebook is a hard nut to crack. I have seen digital marketers complain that Facebook ads do not work at all. Some advertisers say it works for B2C (Business to Consumer) but not B2B (Business to Business). To be honest, I have seen very few marketers crack B2B marketing with Facebook.
The behavior of Facebook Ad Engine is as complex as a person and you will understand it better as you spend more time with it. Recently, I have been running a lot of Facebook campaigns for B2B companies and I have learnt a thing or two about how to make B2B marketing work on Facebook.
What does it mean to create the right ad?
The first thing that you have to keep in mind is that the mood of people looking at Facebook Ads is completely different than when you advertise on Google AdWords or LinkedIn.
When it comes to Google, people are looking for you and they are searching for you with ‘keywords.’ Here, you can directly tell them what your offer is and they will just buy it. On LinkedIn, people are in a serious mood as it’s a professional network. But people log onto Facebook for catching up with their family and friends. Your ad may backfire and could even hurt your brand if you do not get the messaging right.
Imagine that you are in a store and someone walks in and asks for a specific product. Google search is like that.
Imagine you are in a business networking event and you walk up to a person to talk about your business. LinkedIn is like that.
However, think about approaching someone to pitch your product who is having a good time at a bar with his friends. He is sure to get irritated. Facebook ads are like that! You are interrupting people who are just not in the mood for what you have to sell.
Now think about what would get a person’s attention when they are hanging out with their friends… Probably an offer that is too good to be true and an offer that they cannot refuse.
If you understand their needs and pain points, you can create such an offer. It has to be something that is free, useful, doesn’t require a huge commitment from them and easily accessible.
A free e-book, or a free webinar, accessible from a landing page which collects names, email IDs and phone numbers, would work well in this case.
Once you generate the lead, take them down the funnel, slow and steady. If you start selling early, people may get pissed off. I have seen people come back to the ad and leave negative comments if you managed to catch their attention with a nice ad but then didn’t deliver on the promise.
How can you target the right people at the right places?
If you understand your customers, targeting the right people on Facebook would be easy. You need to get your targeting down to a narrow group of people who are your potential customers.
Learn digital marketing courses online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career.
You can do some good targeting only when you have a lot of details about your customers. You should know about your average customers’ needs, pain points, demographics and psychographics. What’s their age, relationship status, what are their goals and challenges, their household income, what they read and consume online, and more. The more information you have, the better you can target.
When you are targeting based on interests, make sure you narrow your audience with the ‘AND’ parameter, rather than the ‘OR’ parameter. For example, if you are targeting startup CEOs in Bangalore, you can target them with their title and interests; for instance, online news sites like YourStory, Inc42 and so on. If you add title ‘AND’ interests to match, your targeting should get pretty accurate.
Note that the narrower your targeting, the higher will be your CPM and CPC. But that’s ok, because B2B leads are going to be much more valuable, and FB ads with good targeting will definitely be much cheaper, than LinkedIn Ads.
Another way to target potential customers is to re-target your website visitors. With Facebook Pixel you can now re-target your website visitors on Facebook. If you haven’t installed the Facebook Pixel yet, do it right away (here’s an implementation guide). Apart from telling you your capability to re-target, it would give you various options such as conversion tracking, deeper insights into your audience and the ability to create lookalike audiences.
With re-targeting, your target may be very small. However, another interesting thing you could do is, develop lookalike audiences based on your website visitors. Facebook will look at all the data they have on your existing website visitors and based on that will create a much larger audience for you, who are similar to your seed audience. Facebook uses its own algorithm to do that and does it extremely well.
Work on your funnel and target market
If you have a high enough budget, you can reach any target audience on the web. However, since we have limited budgets for advertising, we need to be efficient with our campaigns. The only way to be efficient is to ensure good targeting, good ads and an efficient funnel.
What about increasing CTR?
If you target the right people, your spillage would be less. Your CTR will be high and your conversions will also be high. In addition, to get a high CTR, you need to also have good ads. These ads should not only attract attention but also communicate the right message to your audience.
Once you get your target’s click, you should have a good landing page that converts well.
Best Digital Marketing Courses Online
Advanced Certificate in Brand Communication Management - MICA
Advanced Certificate in Digital Marketing and Communication - MICA
Performance Marketing Bootcamp - Google Ads from upGrad
To Explore all our courses, visit our page below.
Digital Marketing Courses
You should also have an ace inside sales process, or a drip marketing flow – that converts cold leads into hot leads; and a strong product that sells at a favorable profit margin. Your LTV and profit margin, per customer, will define how much you can spend on your marketing campaigns.
The right targeting, the best possible ads, an efficient sales funnel and a strong product are the four main pillars of a successful business. All marketing channels are just a means to reach your target customer. If you get these right, not only will your Facebook Ads work, but any digital marketing campaign will bring you successful results.
In-demand Digital Marketing Skills
Advertising Courses
Influencer Marketing Courses
SEO Courses
Performance Marketing Courses
SEM Courses
Email Marketing Courses
Content Marketing Courses
Social Media Marketing Courses
Marketing Analytics Courses
Web Analytics Courses
Display Advertising Courses
Affiliate Marketing Courses
upGrad’s Exclusive Digital Marketing Webinar for you –
How Marketers can enable Sales for Success?
document.createElement('video');
https://cdn.upgrad.com/blog/abhishek-ballabh.mp4
Digital Marketing Free courses to Learn
Influencer marketing free course
Introduction to advertising free course
Influencer marketing right free course
SEO basics free course
SEM basics free course
Email marketing free course
Social media marketing introduction free course
How to leverage user generated content free course
Content marketing free course
Fundamentals of marketing free course
Brand marketing masterclass free course
Popular Digital Marketing Blogs
Beginners Guide to YouTube Marketing : Complete List
How to Monetize Your YouTube Channel? Top 5 Actionable Steps
The Complete Guide on setting up a LinkedIn Company Page
Everything You Need To Know About Digital Marketing
A Complete Guide to Digital Marketing Strategy: What it is and How to create it?
Digital Marketing Tutorial: A Step-by-Step Guide To Become an Expert
Future of Digital Marketing: How It Goes From Here
Importance of Digital Marketing: Top 10 Reasons Your Business Needs it
Digital Marketing Challenges: How to Win Amidst the Challenges in Digital Marketing
Read More29 Nov'16
5.34K+
Digital Marketing Careers with Sujoy Golan : Marketers Unite Podcast
Welcome to the UpGrad Podcast, ‘Marketers Unite!’ In this post, Neil Roy of UpGrad talks to Sujoy Golan – current head of Marketing at Unbxd & former Global Digital Head at InMobi.
PODCAST Timeline (in minutes):
0-4:00 – Explore Sujoy’s Tech Background
4:00-8:50 – Learning at DirectI
8:50-10:50 – Transitioning to FlipKart
10:50-16:00 – Growth at Inmobi
16:00-21:00 – Vision at Unboxed
21:00-24:20 – Views as an IIM-C Faculty
24:20-26:27 – Parting Advice on Digital
Marketer’s Unite Series with Sujoy Golan
Neil: First of all, I’d like to thank Sujoy for speaking to us and kicking off UpGrad’s, first ever, Podcast Series. ‘Marketers Unite’ could not have asked for a better and more insightful career journey where Marketing and Digital Marketing is concerned. Sujoy was candid and completely transparent regarding the struggles, challenges and ultimately, victories that have characterized his ascent in this domain. It goes without saying that the world of Digital, or the Fourth Industrial Revolution as some like to call it, is already here and having an impact on businesses like never before. Marketing, has been especially reformed. Sujoy helps us get a sneak-peek into this phenomenon and how it already is (and is likely to) affect how Marketers think, whom they target, how they do this targeting, the medium they use and how they track the impact on consumers, business, etc.
So here goes! Hope you enjoy it.
Engineer in the Making
Neil: I see that in terms of education, you have had a tech background and you passed out of IIM and you got into a few tech jobs after. So if you could take us a bit through your tech background and then the transition to digital or marketing that will be great to start off.
Sujoy: Sure, Neil. Thanks for having me… So, right out of college I did the regular thing – engineering – which so many students end up doing today. Essentially I knew this was going to be setting the trend for what was to come later in my career. This was also at a time when IT services hiring was really big and IT services jobs were the most coveted on campus.
Sujoy: But this did not excite me too much for a bunch of reasons, and interestingly – maybe I just got lucky with it – the first company that came on campus, was Soliton Technologies. This was before the IT guys could come and pick up a huge number of students. They said they could fit in an applications engineer. Essentially, this is somebody who would understand the system, go and make a preliminary solution, which would then get sold to the customers and they said there was some amount of sales exposure as well.
Tech Learning at Soliton Technologies
Sujoy: So I got through. I think I convinced them, came to Bangalore for the job. And again I think I was in the right place at the right time. It was a company where I was surrounded by brilliant people…
Neil: Ok, so there wasn’t any legacy kind of situation that, this is ABCDEF and this is all you need to do.
Sujoy: No, absolutely not. We were able to try out new things. In fact, I said, hey, I would like to talk to customers, have more interaction with customers.
Back to the Student Life
Sujoy: And then I said, hey, the business side looks interesting, and that is when I said OK, that’s maybe the right time for me to do an MBA.
Sujoy: B school is a time where you can get as much exposure to different fields and different verticals as possible. I interned with Castrol – so that was FMCG. Going and understanding a certain sales channel meant visiting markets across the country. 8 different cities on a bike behind a sales rep.
Sujoy: Somebody I know referred me to this company named Directi. This was one of the earliest Internet business pioneers in the country. This was also my entry into digital, I would say.
Transitioning to Digital with Directi
Neil: So Sujoy, once you have entered into the digital space, I am really interested, And probably I would want to do a bit of a deep dive in each of your roles. So at Directi, I want to understand what were you initially there for and then how did your journey there and career there evolve.
Sujoy: So Directi at that point of time was structured into two different parts. One part was the suite of web presence products. When I say that, that means web registrar. And these were products that were not India specific but played on the global stage. So these were some of the world’s largest domain registrars and some of the world’s largest web hosts on the web presence side. The other part of the business was ad-tech, (Digital Advertising Technology).
Sujoy: So the first few weeks, months, were spent learning about digital. I did not understand anything, so I spent time understanding what CPC was, what CPM was, what CTRs were, what would a high CTR mean versus a low CTR. What could it mean? Why do people even click on ads?
It seemed incomprehensible to me how companies could make money by people clicking on ads, because I personally had not clicked on ads. But we understood that companies like Directi, and also Google and Facebook much later, made billions of dollars through showing users relevant advertising and then users reacting to it. So essentially I spent the initial part learning the nuts and bolts. And then started working with customers.
I was a strategic partner manager where I managed a few large customers and was responsible for all business with them. Officially, yes. But what I ended up also doing was wearing multiple hats, working on a few special projects with the CEO and a few other people to get things done. While the strategic partner management thing continued, throughout my stint there I did multiple small projects that I worked on, that was the most interesting part of my stint.
upGrad’s Exclusive Digital Marketing Webinar for you –
What’s new in Marketing?
document.createElement('video');
https://cdn.upgrad.com/blog/rumi-ambastha.mp4
Neil: you want to share a few lines on some of these projects and probably how it helped you learn, it would be great for our listeners as well.
Sujoy: Sure. To start off, we need to understand the business. How do ad placements impact revenue or impact performance? So we would look at heat maps and determine where on the page… Is an ad on the right side going to be very different from leader-board on the top? Is a skyscraper on the left going to be very different from what is below the fold? So these are technical terms, but essentially that is what we did.
There were multiple AB tests running for everything that we tried out. And even to the level of detail to say, ok, if I put a blue border on the ad unit, is the performance going to be different than when I put a green border on the ad unit. And, believe me, there are differences at times. Sometimes there is no difference but you only know when you test.
Neil: So what after Directi?
Dreaming with a Unicorn | The FlipKart Saga
Sujoy: So that was when e-commerce was growing. It had started taking off in the path of a hockey stick in India and I decided that it would be good to do something for the Indian market in the new industry that was making so much of a difference. I joined Flipkart as the category head for cameras and accessories in the beginning, which was the third largest category at Flipkart.
Sujoy: Anybody who has worked in e-commerce jobs will validate that e-commerce is like a job on steroids every day. So it is extremely high-pressure because you are tracking sales of tens of thousands of orders every day and anything that you do, you change a price, you change copy, you add a new product, you run a new promotion, that has direct impact on thousands of orders.
Sujoy: Most people who joined e-commerce around that time came from multiple different industries, consulting, FMCG. Again, it was the time of learning and I think this was again a new start in the sense that I had to go to warehouses, I had to go to distribution centers, look at what the picking, packaging, and shipping lines look like, where could the possible improvements be.
Sujoy: Then I moved on to a role internally – headed strategy and operations for the consumer electronics category.
Growth at InMobi | Becoming Digital Head
Sujoy: I knew somebody from Directi who had just joined this company called InMobi then. Because it was quite unknown, fairly new. And that is when I joined InMobi. Mobile, again, at this time was not the hottest thing in the market. People were still questioning if mobile devices with their small screens would even be used or would have any use for marketers.
Sujoy: This was in 2012. So pundits were still predicting if smartphones would be widely adopted. And there was still that open question about whether marketers would find this medium useful at all.
Sujoy: So that was the start. Then they pivoted to advertising as an advertising platform for smartphones actually. And that was around the time I joined. I started off in an operations role to get my hands into things. This was where I managed all ad operations and campaigns for the Indian market for InMobi.
Sujoy: So I worked with a team who would set up these campaigns. So the campaign setup happened on InMobi’s own ad platform, a known interface where these campaigns would be set up, the ad units would be set up, budgets would be put in, and campaigns would be run but that was obviously not enough. In the world of advertising you need to monitor your campaigns, figure out what is doing well, what is not doing well, and then optimize those campaigns in order to improve performance.
The entire optimization phase could then go into getting feedback from clients and from customers if whatever we are doing is working for them. There is a feedback loop – if it is working, great, if it is not working is there something we can do better? So we would report numbers and discuss these numbers with customers and then optimize campaigns again. However, I had not been in the marketing team ever. I had worked with marketers, I was running campaigns for others, I was helping others monetize, but had never run marketing myself.
Neil: Right. So in InMobi you had kind of the longest time you spent, almost close to 4 years. So, towards that tenure, I just wanted to understand, what was the importance of team structure and when it came to teams, what was it like at InMobi? Like, when you were, say, managing teams or a part of teams? Would you like to highlight some insights from there?
Sujoy: Yes I think it was extremely important because InMobi was not a small startup and it had grown out of that phase. There were people in the US, working with Seoul, Tokyo, and Singapore. So across time zones and different kinds of customers. So there was a lot of learning in terms of sensitization of how do customers behave differently in Japan vs the US.
And very, very interesting. For example, if we sent an English campaign to customers in Korea, Korea wouldn’t mind. Some of them consider English to be language of prestige and they say, ok, even though they do not understand what is written they don’t mind being communicated to, even though they do not completely understand English. But Japan; if we sent a global campaign and it also went to Japan and it was in English, there would be a heavy backlash. They would be insulted that we did not send them something in Japanese but actually sent them something in English. There would be calls to our account managers and to our sales managers saying what is happening. So it was that bad, and that we only learn from experience.
Neil: Interesting. Interesting. So, just so that our listeners connect with the timeline I have kind of jotted that in a flowchart while you were telling me all this, right? So, you initially had a tech background, you moved into an ad agency where you are managing clients, parallelly doing projects, and then you moved into a brand looking at its operations. Then you again moved back to like an agency of sorts with InMobi managing clients and then again moved back to the brand segment of it.
I wanted to highlight this to our listeners. This multilateral environment which exists and the fact that your career has taken full advantage of it. And I think that brings us to where you are right now at Unbxd. Do you want to share your opening views on that?
Best Digital Marketing Courses Online
Advanced Certificate in Brand Communication Management - MICA
Advanced Certificate in Digital Marketing and Communication - MICA
Performance Marketing Bootcamp - Google Ads from upGrad
To Explore all our courses, visit our page below.
Digital Marketing Courses
Thinking Out of the Box with Unbxd
Sujoy: Sure. Thanks Neil. I think some of this was planned but in most cases it wasn’t. It was just about something that came up as an opportunity and then I was in the right place at the right time. It was also moving from client facing jobs to internal marketing roles or corporate marketing roles – but I think what is important for the listeners is whatever is on the cutting edge of digital or whatever new that we as digital marketers or we as marketers can learn. It was initially basic ad tech then e-commerce with the growth of e-commerce in India. Mobile came in and then there was an opportunity to learn with mobile.
Sujoy: Unbxd is an e-commerce SaaS platform. So we work with e-commerce companies to drive product discovery for their shoppers. Essentially the flagship product is Site Search and this is Unbxd powering site search for e-commerce companies. So this is the search bar on the site on the app.
Sujoy: It’s a fascinating space because search for e-commerce, or product search, is very, very, different from the search that Google had pioneered, which is essentially document search, which works on keyword densities, which works on identifying key phrases, etc. Product search has a lot to do about understanding what your shopper’s intent is, what shoppers are likely to buy if you show them determining ranking across these search results, etc.
Sujoy: So it is a complex product but it is a product again that kind of was at the intersection of what I had done before, marketing and e-commerce and digital.
Neil: So the next question that I would want to ask is that as Head of Marketing at Unbxd, what are the kind of challenges that you are facing and what are the kind of growth trajectories that you’re looking at, at Unbxd?
Sujoy: The objective, which is also a challenge as a marketer, is how do you market something that is very, very technology-heavy and articulate it in a manner the audience understands that is not too heavy and it is just not loaded with technology details alone.
Sujoy: Something that I have realized and I have spoken about as well in B2B marketing is that even though you are talking to B2B buyers, they are, very fundamentally, they are consumers first and you also have to appeal to them emotionally, appeal to them and connect with them before just going in with a very bland B2B pitch. So that’s an interesting problem. I won’t say it is a problem that has been solved, but we’re continuously working on it.
In-demand Digital Marketing Skills
Advertising Courses
Influencer Marketing Courses
SEO Courses
Performance Marketing Courses
SEM Courses
Email Marketing Courses
Content Marketing Courses
Social Media Marketing Courses
Marketing Analytics Courses
Web Analytics Courses
Display Advertising Courses
Affiliate Marketing Courses
Role of an Educator | Visiting IIM C
Neil: Also I think there is a very interesting bend here and like I know that you are a visiting professor at IIM Calcutta… How has the importance of teaching really benefited your students at IIM and why is it more important to teach digital and marketing overall now than so many trends are changing. What is your viewpoint on that?
Sujoy: Yeah, I constantly worry about material getting outdated before the next session starts, which is true. This happened by chance over the last few years. I have been loving the chance to talk to budding entrepreneurs, budding managers about marketing and digital marketing in general. And startups as well. This is a very nascent area and most institutes, Universities, in whatever form have not done this earlier. So it involved setting up, identifying what the course structure should be, what the content should be, what works, what might work, what might not, and then create that content from scratch.
Sujoy: The fundamental principles of marketing which are age-old also apply here. Nothing changes. It’s only the way that we reach, engage these consumers is what is changing, and there are a bunch of superficial things that change, but essentially marketing still needs to be relevant, needs to be enjoyable, and needs to appeal. That is what we’re all about. And this is on the same track, which is what is also my association with UpGrad. This is an opportunity to be part of a new program that was just starting up, and help create part of that course, so which is why it has been great.
Neil: Awesome, One interesting fact that you mentioned, and I think we keep on harping about it but it is never enough is the importance of constant learning and unlearning, right? Because the rate at which digital is changing and new things are adding and digital has become more and more tech influenced. So I think what you mentioned about constant learning is very important, right?
Sujoy: It is. It is. Especially since there is so much changing. So I myself make it a point to bookmark and read a few blogs regularly in the beginning of the day to stay on top of what is happening. While we learn, I think we spend time learning in college or in course that we do, we spend time learning fundamentals but there are still trends that we need to see. There are still techniques and tactics that we can learn so much from. This only comes from staying updated on the topic.
Neil: Great. So Sujoy, before we put a close to this podcast, because you have been talking a lot about different areas of your career and how different components have influenced the growth that you have seen in your career, so any piece of parting advice that you want to give to our listeners before we go from this podcast?
Any particular piece of advice — I am sure a lot of it is floating, but if you could just tell us one particular thing that we need to focus on. If I am a growing digital marketer, aspiring to expand my role towards, say, being a marketing head in 5 years or 10 years, how should I look at it, keeping the current market and industry in mind?
Sujoy: We all need to educate ourselves and have continuous education to stay on top of what’s happening, so that is just hygiene and that’s something basic that we all need to have. But I would also say marketing or digital marketing is not rocket science. There are tools and platforms and theories which we will learn as part of structured programs, but it always helps to think of it from the eyes of your audience, or as a consumer.
Digital Marketing Free courses to Learn
Influencer marketing free course
Introduction to advertising free course
Influencer marketing right free course
SEO basics free course
SEM basics free course
Email marketing free course
Social media marketing introduction free course
How to leverage user generated content free course
Content marketing free course
Fundamentals of marketing free course
Brand marketing masterclass free course
While we are marketers, we are usually consumers first. We watch TV, we read the newspaper in the morning, or maybe go on Facebook, we see advertising, we see promotions and some of them appeal to us, most of them don’t. So I think we have got a very innate sense of what is going to work and what is not. So I would just like marketers to think about that first and to be very consumer-first. Put yourself in the shoes of your audience and think before you plan your campaign or you launch it and you might see a lot of things very differently. That’s all.
Learn digital marketing courses online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career.
Featured Programs for you – Advanced Certificate in Digital Branding & Advertising from MICA
Popular Digital Marketing Blogs
Beginners Guide to YouTube Marketing : Complete List
How to Monetize Your YouTube Channel? Top 5 Actionable Steps
The Complete Guide on setting up a LinkedIn Company Page
Everything You Need To Know About Digital Marketing
A Complete Guide to Digital Marketing Strategy: What it is and How to create it?
Digital Marketing Tutorial: A Step-by-Step Guide To Become an Expert
Future of Digital Marketing: How It Goes From Here
Importance of Digital Marketing: Top 10 Reasons Your Business Needs it
Digital Marketing Challenges: How to Win Amidst the Challenges in Digital Marketing
Read Moreby Nilotpal Roy
27 Dec'165.24K+
32 Marketing Ideas from a Marketing Growth-a-Thon
In this post, learn the following about a Marketing Growth-a-thon:
Objective
Plan
Flow
Outcomes – Yes 32 Ideas (check the end of the write-up)
Bonus – How to prioritize ideas based on scoring
If you’re in a marketing team, especially that of a start-up, there must have been many ideas you or your peers would have ‘slacked’ or mailed to your team, or the marketing head. No? Well, more often than not these are likely to be shot down, by the day to day micro tasks, CAC (Customer Acquisition Cost) or revenue targets. In the fast-moving start-up space, ideas and experiments often stay half-baked, which has happened with me and many in the marketing team at UpGrad too.
Learn digital marketing courses online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career.
So, what do you do? Forget about these experiments? Forget about non-linear growth?
NO! Start a Marketing Growth-a-thon!
(Yes, conceptually it is like a hack-a-thon. We DO owe it to the tech team *bows down*)
So, what’s the objective of a Growth-a-thon?
I don’t know for sure, but reverse engineering the process as a participant, I think it’s along the lines of:
Discover the top “must haves” and “can haves” of a company’s growth from a marketing dimension
Look for Sitting Ducks or low hanging fruits that require a sprinkle of innovation and intiative to test out
Look for Logical Tangents or ideas that are out of the box but resonate with the brand objectives/goals
Get some Free Pizza (Wait, No… scratch that!)
IMPORTANT: Create a Template for experiments & growth, and plot these out on a “goal completion” vs “feasibility” quadrants.
How do you plan a Growth-a-thon? #NeedInitiative
First, set the date. We did it on a Friday, which did not impact regular workflow. We had some quarterly and yearly goals for marketing, like getting 1,00,000 visitors to the Blog or building our YouTube subscriber base to 10,000 and so on. This gave us some direction to cluster our ideas. We had around a week to simulate the experiment and hypothesis, make excel projections and finally bring it to critical mass!
Executing Phase 1: Marketing Growth-a-thon
Focus: Ideate, Brainstorm, Critique, Reality Checks & Validate
Even though before the growth-a-thon some of us had half-baked ideas, some what ifs and some were well-prepared; once we entered the room, we were all ready.
Creating a Structured Thought Process – #ThrustAreas
So, our marketing head, divided the whiteboard into quadrants, and labeled each one of these as –
Reduce CAC
Increase Direct & Organic Traffic
Awareness & Reach
Building Communities & Networks
P.S: These were our goals from an overall business perspective, (always important to be mindful of even while working within teams and not get stuck in a silo). However, UpGrad is an ed-tech company, it is possible that if you are working in E-commerce or BFSI industries, your quadrants may be different – but the process is key. Basis these thrust areas, we began our hunt… to the center of our brain.
upGrad’s Exclusive Digital Marketing Webinar for you –
What’s new in Marketing?
document.createElement('video');
https://cdn.upgrad.com/blog/rumi-ambastha.mp4
Putting on the Thinking Cap: Fill up the White-Board!
As we went from one idea to another, we realised that most were very high impact. Focus areas ranged from optimizing mobile landing pages to reducing performance marketing CAC by more than 30%, to more wild ideas like integrating with Uber or Airtel and package existing content for extremely top-level brand awareness.
There were product-centric ideas like building a career chat bot, to even hosting a viral video series for each of our learning segments like Data, Marketing, Product and Entrepreneurship.
While these ideas were plotted and creative juices flowed, some ideas went through a few iterations in real time – sharpened, aligned to the brand, our target audience, desired scale and efficiency of paid & organic/viral efforts.
Tip: As I kept crying out “implementation road-map,” I was told that,
‘let’s decide that part in the next phase, using a template.’
I realized that implementation or execution often limits our mindset.
Over the next 3 hours, we boxed ourselves in with out-of-the-box ideas and soon the board was filled. And yes, after that we did have pizza! 😀
Executing Phase 2: Marketing Growth-a-thon
Our marketing head collated all these ideas and shared them on an excel sheet with all of us. Every idea that made the cut (32) were sliced across the following dimensions:
Impact
Time
Resource (manpower)
Cost
Cross team functionality or dependency
This sheet is now to be filled by all 10 team members. Each member was to assign a value to all these ideas across all the above parameters – values of high, medium & low; and ideas that would have the perfect fit, would be now chosen as quarterly projects.
Best Online Digital Marketing Courses
Advanced Certificate in Brand Communication Management - MICA
Advanced Certificate in Digital Marketing and Communication - MICA
Performance Marketing Bootcamp - Google Ads from upGrad
To explore all our certification courses on Digital Marketing, kindly visit our page below.
Digital Marketing Certification
Executing Phase 3: Marketing Growth-a-thon
Implementation Plan
Once the projects are decided, the project owners will form teams. These 2-4 member teams would present a detailed step by step implementation plan with overall costs plotted against business goals.
The weekly progress of the projects will be evaluated, similar to sprints. The pilot would be evaluated and would require support from other teams like tech or video production and would be assessed before the project starts.
Top Digital Marketing Skills
Online Advertising Courses
Influencer Marketing Programs
SEO Optimisation Courses
Performance Marketing Certification
Search Engine Marketing Course
Email Marketing Strategy
Content Marketing Strategy
Social Media Advertising
Digital Marketing Analytics
Website Analytics
Online Display Advertising
Best Affiliate Programs
Outcomes: 32 Marketing ideas you can also use
We’re now at a very interesting stage of the Growth-a-thon! We’ve compiled all the ideas and given our viewpoints. Sharing the list of ideas below..
Next steps? Prioritizing your growth projects based on scoring
If you remember the 6 constraints we spoke about earlier, you could float out an excel to all the team members who can rate ideas “Low,” “Medium” & “High” across these. These could all assume numeric values as 1,2 & 3. Once all the sheets are filled, you can simply add these and you will get a total score of each of the growth projects across these fields.
Example: Say “impact” as a metric is given 50% weightage, versus the other dimensions like “cross-functional dependency,” “time,” “resources” & “cost” which could be given weightage of 10%, 10%, 15% & 15% respectively. You can then subtract all the other scores from the impact score for each project and that would give you the final numeric value of the true priority.
Basis the final scores, the founders and heads can then take a call to either take a project further in the current quarter or in the next quarter. There could also be some projects which would not be taken forward, basis the scores.
A sample of what such an excel sheet could look like:
Featured Programs for you – Advanced Certificate in Digital Branding & Advertising from MICA
Digital Marketing Free courses to Learn
Influencer marketing free course
Introduction to advertising free course
Influencer marketing right free course
SEO basics free course
SEM basics free course
Email marketing free course
Social media marketing introduction free course
How to leverage user generated content free course
Content marketing free course
Fundamentals of marketing free course
Brand marketing masterclass free course
Popular Digital Marketing Blogs
Beginners Guide to YouTube Marketing : Complete List
How to Monetize Your YouTube Channel? Top 5 Actionable Steps
The Complete Guide on setting up a LinkedIn Company Page
Everything You Need To Know About Digital Marketing
A Complete Guide to Digital Marketing Strategy: What it is and How to create it?
Digital Marketing Tutorial: A Step-by-Step Guide To Become an Expert
Future of Digital Marketing: How It Goes From Here
Importance of Digital Marketing: Top 10 Reasons Your Business Needs it
Digital Marketing Challenges: How to Win Amidst the Challenges in Digital Marketing
Read Moreby Nilotpal Roy
20 Jan'17