Sess 1

Sess 2 POEM Framework

Digital Landscape

DIGITAL MARKETING PLANNING PROCESS

DIGITAL UNIVERSE

Listening tools

Measurement tools

Content tools

Outreach tools
 Forresters 5I

LAUTERBORN’S 4 CS

DIGITAL ENGAGEMENT MATRIX

Sess 3

THE FIVE P'S OF SOCIAL MEDIA

LINKEDIN – CONTENT STRATEGY

• To use popular keywords in headlines

• Target weekdays as LinkedIn has high traffic during the working hours
• Research indicates 20 posts a month helps a user reach 60% of their audience
• A business should use affiliate pages for segmentation and targeting
• Leverage LinkedIn pulse to
• Build reputation
• Gain trust
• Reach more audience
• LinkedIn Native videos to be preferred over embedded videos – 3 times more weightage for native

Sess 4

The Roles Influencers play

Content Creator ( translating Marketing messages ): -Resonating and relevant to audience -Story telling with a
personal touch -Use Videos/Pics to deliver the message -Audience expectation is conversation and social exchange
and not advertising
Media Channel: -Delivering the content created to others through own interpersonal networks -It’s like delivering a
message “from a friend” -Blurs the line between commercial and personal communication
Endorser: -Providing a personal recommendation -Leveraging “earned trust” to convince a “buy” ( as they are seen
to be tastemakers or opinion leaders )

Sess 5
Online v/s Traditional Marketing Methods