DIGITAL MARKETING

ISDM - MASTER FILE

Submitted to
Prof. Bijal Mehta

Submitted by:
Group 6

Ritika Nanavati Fifth Year iMBA 145

Darshini Patel Fifth Year iMBA 150

Nitya Patel Fifth Year iMBA 153

Aayushi Shah Fifth Year iMBA 161

Drashti Shah Fifth Year iMBA 162

Helly Shah Fifth Year iMBA 163

Sakshi Shah Fifth Year iMBA 170

Jinal Soni Fifth Year iMBA 179

Kushal Thakkar Fifth Year iMBA 180

About ISDM:
Ignited School of Digital Marketing is India’s First Artificial Intelligence and Digital Marketing
Training Institute. Power-driven by faculties from IITs and alumni of international IT Colleges,
ISDM has helped many corporate companies to achieve their goal milestones through their
strategic premium services.
ISDM has consulted many top brands in India and abroad and have achieved the benchmark in
the field of training students for Artificial Intelligence and Digital Marketing. They offer a
personalized Real Case-study-enabled training module and practical live project training for
every student, business people and make them ultimate A.I. Expert Digital Marketer.

Target Segment:

For ISDM, the target segment would be divided into two parts as they offer courses for students
who want to pursue digital marketing as a career or want to incorporate digital marketing in their
fields in one way or the other and it also has workshops and courses for professionals who have
their own start ups, or people who want to learn the knick knacks of digital marketing to better
their skills and the like.

For Students:
● 17 years and above
● Completed their education upto HSC or its equivalent
● Creatively inclined people who have an interest in marketing

For Executives and Professionals:

● Practicing professionals or executives in the field of digital marketing
● Entrepreneurs who may need the learning of digital marketing in their businesses

Website Evaluation and UX:

Problems and Recommendations regarding the Website:
Text Heavy
The entire website is too text heavy, which makes it very difficult for the user to
gather what it is trying to convey. Therefore, according to us, the website should have
concise information that can be understood easily.

Club the Heads

At the bottom part of the website, there are too many heads that confuses the user
which should be clubbed together in similar categories so that the user can easily
access the area concerned.

Pop Ups

As soon as you land on the website, there is a pop up that asks for information which
the user might not like in the first go. Therefore, that should be avoided.

Mobile Friendly
The website is not very mobile friendly and becomes very confusing to view it on the
mobile device as there is too much information which is not appropriately placed.
Also, most people these days surf things on their mobile itself. Therefore, there should
be a mobile friendly version that can be useful to the users.
Information should be placed properly

The important information should be appropriately placed meaning the important

headings should be in bold and there should be pictures that can be used to make the
information easier to understand.

The load time is more

The ideal time
this website forwith
even any website to load
less images andisvideos
around 4 seconds
takes (as per
more time international
to load standards)
i.e. 7.6 seconds. but
There
should be a clear improvement in this area as it is natural for the user to get easily irritated by
this.

(Reference: https://testmysite.thinkwithgoogle.com/)
Mobile Marketing:
To create personalized promotion of goods and services this way of marketing can be used.

Mobile marketing has been increasing with time. People nowadays are more into their phones
compared to laptops.

Mobile marketing is an easy way to reach out people. Mobile marketing work like links can be
shared, benefits of classes can be shared, emails are sent to be that can be informed by sending a
text messages, etc.

Advantages of mobile marketing are: Lower cost, easy to use because with the help of various
messaging applications mass messages can be send, also they can be used as a medium of mass
communication, etc.
Only disadvantage of using this medium of marketing is Privacy of people is at stake. The data
of people if got leaked then it would create havoc.

ISDM does many courses for 2 days – they can send a message regarding same and ask people to
respond whether they are interested or not.

Also they can ask for ratings about the courses that are teaching, can ask about the call feedback,
etc.

Once the registration is done, they can send them the number of their registration, quick link to
access their accounts can be sent, they can do quick payments through that link, etc.

They can be sent the message of benefits they can have if they are doing early registration, group
registration, etc.
SEO, SEM and Keywords:Search engine optimization is the process of
increasing the quality and quantity of website traffic by increasing the visibility of
a website or a web page to users of a web search engine. SEO refers to the
improvement of unpaid results and excludes direct traffic/visitors and the purchase
of paid placement.
Things iSDM can do for SEO
iSDM can post Long-form content and blog , for example, are a great way to inform prospective students on
various attributes of the school. Whether this is in the form of student testimonials, interviews with
professors or even advice on how to survive your first semester, increasing the amount of content on the
website is a fundamental part of an SEO campaign, The content should be highly shareable, often generating
natural links across social media, which enables the search engines to recognize that the institution is both
relevant and authoritative in SERPs.

eefc

Having a mobile-responsive site is also particularly important with the growth of smartphone
and tablet use, particularly amongst young adults, with a Google study finding that over half
of prospective students used a mobile device to research higher education institutions.

KEYWORD TARGETINGLocation keyword targeting may be another aspect that

company should consider as part of SEO campaign. Often, prospective students are
looking at institutions outside of their state, sometimes even their own country, so
attempting to rank for keywords that are specific to your location can be beneficial in
generating the most qualified leads, the students who will actually enroll, and also
help your institution to rank highly even in initial stages of an SEO campaign.For an
example if company uses key word like artificial intelligence Training institute in
Pune.

Keywords:
● Such keywords should be used that are easy for a layman to understand and
they would probably use them for searching
● While searching for ISDM - a college website is opened this should not be
the case.
 ● When we were preparing google keyword planner - we came across certain
words like:
1. ISDM School of Digital Marketing
2. ISDM School of Artificial Intelligence
3. ISDM Artificial Intelligence
4. ISDM

The site that opens when we type ISDM. So organic searches and paid searches
should be imporved.
Email Marketing:

Email marketing is the act of sending a commercial message, typically to a group of people, using email. In
its broadest sense, every email sent to a potential or current customer could be considered email marketing.

Why Should iSDM use Email Marketing?

Reach an already engaged audience
Email marketing is one of the only channels that consumers ask to receive. The majority of businesses
using the platform only send messages to those who have signed up to receive them. This can allow for
much higher conversion rates as a business is only targeting those who already have an interest in their
brand.

Instant impact
Due to the immediacy of email, a business can start seeing results within minutes of its emails
being sent. A 24-hour sale is a brilliant marketing ploy that can be utilised by email, as it creates
a sense of urgency and convinces subscribers to take immediate action. Businesses typically have
to wait weeks until they see sales come in as a result of print or broadcast campaigns and, even
then, how can they be sure what was responsible for the purchase.

For iSDM we have tried to use mailchimp softwear because it Bring audience data, marketing
channels, and insights together so we can reach our goals faster. With Mailchimp, we can
promote our business across email, social, landing pages, postcards, and more — all from a
single platform.
We have also used one template for iSDM to do e mail marketing to its targeted audience.
UGC Exercise:

What kind of UGC would be useful for ISDM?

● Alumni and Students share their achievements and experiences on social media
platforms.
● Aluminis will share their experiences related to the current work status and the
knowledge that they have gained through the course that they have perused, while
students will share about their current experiences related to academic life.

What category or type of customers can be the possible UGC creators for ISDM?
● Students, Faculty members and Management of the institute will help in creating positive
content for the company.

Where can you find them online?

● LinkedIn: Aluminis, Faculties, Members of Management
● Facebook: Aluminis, Faculties, Members of Management, Students
● Instagram: Students, Aluminis
● Twitter: Aluminis, Faculties, Members of Management, Students

UGC in the industry either by your own firm or by another similar firm.
● The direct competitors like MICA do not engage in generating the user generated
content.

What has been the impact of this UGC in terms of likes, shares, comments, reviews, sales, etc
At least 5 different UGC
● Students through Instagram : Campus life and Personal opinion
● Students through LinkedIn : Achievements and Professional Information
● Faculty through LinkedIn : Achievements, Information and Positive News regarding the
institute
● Management Members : Achievements and Current events on LinkedIn and Facebook
● Aluminis through LinkedIn: Job Status, Current Achievements in harmony with
academic learning.

Social Media Platforms:

The current status of ISDM on social media platform is very poor. They do not have their
presence on Instagram and Twitter and their Facebook page is not updated.
 1. Facebook Page:

ISDM has a Facebook page which is not very active. The last post that was posted on
their page was on September, 16, 2019. Aslo, the Facebook page has only 218 likes
which is very low and there is hardly any engagement on the page making it redundant.

Suggestions:

Handled By: The student body of the institute along with an incharge faculty member should
handle the Facebook page so that it can be kept up to date and lead to increase in engagement

Posts: The posts should be about upcoming events, functions and festivals ; information and
details about the happenings of the institute. This would help the target audience to connect with
the institute and know exactly what is happening there.

Live: The page should go live during events so that people can see the kind of events curated by
the institute and in turn increase engagement

They should create events on Facebook so that people can know about what is coming up and
show their interest in the same

Frequency:
The frequency of post should be increased:
During festivals and Events: Posts - Twice a day
During normal days: Posts - Twice a week

2. Instagram:

ISDM does not have their own Instagram page. Being a digital marketing institute, an Instagram
page in this day and age is a must. This is because one of their target segments that are the
students and the youth interested in digital marketing are all on this growing social media
platform, making it inevitable for ISDM to have its presence on Instagram to reach the desired
audience. Therefore, we created an Instagram Page for ISDM.

Suggestions:

Handled By: The student body of the institute and an incharge faculty member should handle the

Instagram page so as to put up the right content that might reach the right people.

Posts: The posts should be about upcoming events, functions and festivals ; information and

details about the happenings of the institute. This would help people know the institute better and

form a connection with it.

Stories: Instagram has a peculiar feature which people use the most which is the Instagram

stories that last only for 24 hours and people tend to go through them more than the actual posts.

Therefore, ISDM should post more stories which includes updates and overview of the institute

which would allow it to be in the eyes of the audience and this reinforcement would drive the

audience to actually visit the page and know more about the institute.

Live: Just like Facebook, Instagram also has a feature of going live and ISDM can use the same

for covering their events and showing the audience what the institute is all about.

Frequency:
The frequency of posts on Instagram should be as follows:
During festivals and Events: Posts - Twice a day ; Stories - Everyday
During normal days: Posts - Twice a week; Stories: everyday

3. Twitter:

Twitter as a platform is thriving these days and therefore, ISDM must have its presence
on Twitter as well to reach out to its target audience. It currently does not have its
presence on twitter.

Suggestions:
Handled by: The student body of the institute along with an incharge faculty member should
handle the Twitter account so as to put up the most relevant information.

Posts: The tweets should cover the upcoming events, functions and festivals ; information and
details about the happenings of the institute

Use of hashtag: Twitter is known for the use of hashtags therefore ISDM should focus on using
hashtags that might be useful in reaching its audience so that they can identify with the brand
immediately

Content Theme and Type, Content Calendar for ISDM:

1. Theme: About the Institute

Type: Post and Stories on Instagram, Facebook and Twitter

2. Theme: Student’ memoirs

Type: Multiple posts

3. Theme: Events and Seminars

Type: Live videos from the events and posts on Instagram, Facebook and Twitter

4. Theme: Thanksgiving- A tribute to the professors

Type: Posts

5. Theme: Introducing the Joy of Giving Week

Type: Posts and e-mail,create an event on Facebook

6. Theme: Reminder for the Joy of Giving week

Type: Stories

7. Theme: Joy of Giving Week

Type: Posts, stories and e-mails

8. Theme: appreciation message for those who contributed

Type: Posts

9. Theme: Information and details regarding admissions

Type: Emails and posts

10. Theme: Christmas greetings

Type: Posts

11. Theme: New Year Wishes

Type: Posts and Stories

12. Theme: About the courses

Type: Email and Posts

13. Theme: Lohri greetings

Type: Posts

14. Theme: Uttarayan greetings

Type: Posts and stories

15. Theme: Admission begins

Type: Email and Posts

16. Theme: Republic day wishes

Type: Posts
Social Media Management Plan:
Objective: The main objective of the Social Media Management Plan for ISDM is to increase its
brand awareness, have an online presence and to get more people on the platform.

SMM Tools:

HootSuite
It is a comprehensive social media publishing tool which helps to get free reports
by emails and send messages from a single platform. It also schedules and
streamlines the posts on various social media platforms.
The current social media presence of ISDM is very poor on Facebook and
moreover they do not have Instagram and Twitter accounts. So through HootSuite
they can publish the content and engage the people by creating a content calendar
spread across various festivals and events, and each post as per that particular
festival or event. Through HootSuite they will be able to get insights like details of
the followers, prime time when the followers are most active, traffic and quality of
visits on the platforms.Moreover it provides a browser based dashboard that allows
users to keep updated on their twitter account.

Benefits of HootSuite:
● Monitors multiple social media platforms and streams in one place
● Schedules the posts in advance
● Easy viewing of Analytics Data
● Social media listening
● Team Collaboration
● Allows you to share information easily
● Manages customer service on social media platforms effectively and
efficiently
Suggestions: