Digital Marketing Plan
By
Makanth Sathupati

Digital Marketing plan to Sell 500 Units of
Edukart Digital Marketing Course in 3 Months

Situation Analysis - Target Customers
•
•
•
•
•
•
•
•
•
•
•
Male and Female
Age 18+
Graduates & Prospects Interested in a Digital Marketing Career
Working Employees
Small Business Owners/Entrepreneurs
Web Marketers
Ad Agencies
Web Analysts
Website Owners
People who live in India
Outbound Marketers

Situation Analysis - Competition
Competitor
Est date
Size
Market share
(%)
Strengths
Weaknesses
NIIT Imperia
2006
100
60
Big brand
Cost
expensive
GutsGo
emarketing
2009
20
20
Strong
Testimonials
No Offline
marketing
20
Strong Online
marketing
Campaigns
Not providing
valid
certification
for the course
Digital Vidya
2008
35

Situation Analysis – Market Size
Market Research:
• Industry is worth of Rs. 14000 Crores
• Digital Marketing agencies are looking for the certified, skilled people
• 20 Lk of jobs are going to be created by 2015
Market Targets:
• Planning to sell 500 units of Digital Marketing Course to
a.
b.
c.
Graduates/ Students
Working Professionals
Business Owners/Entrepreneurs and etc.

Situation Analysis – Business
Environment
• Digital Marketing service requirements are growing in India because of the
Internet.
• People research online about products before purchasing them.
• Many business owners want learn new marketing techniques to better sell
their products.
• Many professional graduates are looking for a Digital Marketing Career.
• Digital Marketing is relatively new and the future demand for it is high.
• People spending more time on Social Networking site like Facebook,
Twitter, Google+, LinkedIn and etc.

SWOT Analysis
Strengths:
Weakness:
 New Innovative Products
 Strong Marketing Experience
 Strong Creative Leadership
 Cost Advantage
 Positive Brand Recognition
 Skilled Workforce
 Financial Resource
 Don’t have enough resources to do
work
 Difficult to Raise Capital
 No Class Room Training
 Hard Copy of Course Not Provided
Opportunities:
Threats:
New Course in the Market
 Migrate Customers to web strategy
 Partnership
 Cross Selling
 Changing Customer/Student Preference
 Customers/Students Choice (ex: Price)
 New Competitive Course Products
 Limited Funding
 Environmental Constraints

Preparing for SMART Marketing in 2013
Remember to have
SMART Goals:
Company: Edukart.com
Specific
Year: 2013
Measurable
Goal: Selling 500 Course Units in 3 Months
Attainable
Realistic
Time bound
What is your overall
marketing goal?
Increase sales to Edukart.com IAMAI Digital Marketing Course Units
Which situation best
summarizes your
marketing needs?
I need more leads to convert into customers.
Based on your
answer above, set a
specific number for
an upcoming goal.
500 Course Units

LEADS
Average number of
monthly visits
Visitor to Lead
conversion Rate
Number of leads
Current
5000
4.00%
200
Recommended GOAL
5500
4.50%
248

When would you like
to reach this goal?
In Three Months
How many hours per
week can you
dedicate to inbound
marketing?
10+ hours per week
What is the biggest
marketing challenge
preventing you from
reaching this goal?
Converting Leads to Customers

Digital Marketing Channels
Search Engine Optimization
Pay Per Click
E-Mail Marketing
Social Media Marketing
Mobile Marketing
Banner & Display Advertising
 Content Marketing

Channel
Allocated Money
Pay Per Click Management
Rs 1.75LK
Search Engine Optimization
Rs 62k
Content Marketing
Rs25k
Face book Ads
Rs 55k
LinkedIn Ads
Rs 25k
Banner Ads
Rs 50k
Blog Marketing
Rs 30k
Video Advertising
Rs 25k
E-Mail Marketing
Rs 20k
Mobile Advertising
Rs 20k
SMS
Rs 8k
Phone Calls
Rs 5k
Total Budget
5LK

Keyword Selection

PPC Campaign Structure

Step 1: Mobilize website
Step 2: Watch how competitors are using mobile media
Step 3: Start using mobile media
Step 4: Read everything we can about mobile media (start
with MobileCommerceDaily.com)
Step 5: Claim business on location-based applications
Step 6: Run a mobile ad campaign
Step 7: Create a 2D or QR code promotion
Step 8: Design an iPhone or a Smart Phone app
Step 9: Encourage interactivity (e.g., CNN and Virgin Air)
Step 10: Integrate
Step 11: Track your results
Step 12: Test your way into success