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Mumbai
Mar 22, 2013
1 PM to 7 PM
© GutsGo eMarketing 1
Mumbai
Mar 22, 2013
© GutsGo eMarketing 2
• Module 1: How is ONLINE and Digital Channel impacting
businesses Today? Explaining through Cases.
• Module 2: Understanding the Customer Behaviour on the
internet. Explanation through Cases.
• Module 3: What are the things you can do take advantage of
Digital Channel? Talk about various eMarketing Tactics viz
Search, Social, Mobile, eMail et al.
• Module 4: What is your Online Strategy for your business?
Explain through LIVE Cases.
• Module 5: Developing Blue Print of YOUR Online Marketing
Strategy.
© GutsGo eMarketing 3
What is in Store in Master Class?
• Module 1: How is ONLINE and Digital Channel impacting
businesses Today? Explaining through Cases.
• Module 2: Understanding the Customer Behaviour on the
internet. Explanation through Cases.
• Module 3: What are the things you can do take advantage of
Digital Channel? Talk about various eMarketing Tactics viz
Search, Social, Mobile, eMail et al.
• Module 4: What is your Online Strategy for your business?
Explain through LIVE Cases.
• Module 5: Developing Blue Print of YOUR Online Marketing
Strategy.
© GutsGo eMarketing 4
Esteemed Trainers @Master Class
RatanKK
5
© GutsGo eMarketing 5 www.gutsgo.com
RatanKK, Primary Tutor for GOMP
• Leads GutsGo's Marketing and
Operations.
• Lead Trainer & Consultant for GutsGo
eMarketing Training
• Lead eMarketing Trainer - NIIT
• Lead Trainer for eConsultancy, UK
• eMarketing Visiting Professor @ IIM,
Ahmedabad, 2011, 2012, 2013
• A Senior Mentor with Power Of Ideas
2012
• A Jury Member of India's Yahoo! Big
Idea Chair Awards 2012
• A seasoned Mentor of Mentor Edge,
Center for Innovation, Incubation and
Entrepreneurship (CIIE), at IIM
Ahmedabad.
• Visiting Professor @Great Lakes,
Chennai 2010 & 2011.
• Module 1: How is ONLINE and Digital Channel impacting
businesses Today? Explaining through Cases.
• Module 2: Understanding the Customer Behaviour on the
internet. Explanation through Cases.
• Module 3: What are the things you can do take advantage of
Digital Channel? Talk about various eMarketing Tactics viz
Search, Social, Mobile, eMail et al.
• Module 4: What is your Online Strategy for your business?
Explain through LIVE Cases.
• Module 5: Developing Blue Print of YOUR Online Marketing
Strategy.
© GutsGo eMarketing 6
Esteemed Trainers @Master Class
• Module 1: How is ONLINE and Digital Channel impacting
businesses Today? Explaining through Cases.
• Module 2: Understanding the Customer Behaviour on the
internet. Explanation through Cases.
• Module 3: What are the things you can do take advantage of
Digital Channel? Talk about various eMarketing Tactics viz
Search, Social, Mobile, eMail et al.
• Module 4: What is your Online Strategy for your business?
Explain through LIVE Cases.
• Module 5: Developing Blue Print of YOUR Online Marketing
Strategy.
© GutsGo eMarketing 7
Esteemed Trainers @Master Class
• Module 1: How is ONLINE and Digital Channel impacting
businesses Today? Explaining through Cases.
• Module 2: Understanding the Customer Behaviour on the
internet. Explanation through Cases.
• Module 3: What are the things you can do take advantage of
Digital Channel? Talk about various eMarketing Tactics viz
Search, Social, Mobile, eMail et al.
• Module 4: What is your Online Strategy for your business?
Explain through LIVE Cases.
• Module 5: Developing Blue Print of YOUR Online Marketing
Strategy.
© GutsGo eMarketing 8
Esteemed Trainers @Master Class
• Make Copious Notes
• Ask Questions & Participate in the Class
• Get to the Point, QUICK!
• Mobiles in Silent Mode.
• No IMs. No FB. Don’t get distracted, PLEASE!
• Soak in & Absorb.
• Continue the Conversations – Beyond Today
© GutsGo eMarketing 9
Some Agreements
Let’s Learn & Do It Better!
Let’s Be At It!
© GutsGo eMarketing 10
11
© GutsGo eMarketing 11
Business
Marketing
eMarketing
What is Business?
© GutsGo eMarketing 12
Business
Marketing
eMarketing
What is Marketing?
© GutsGo eMarketing 13
Business
Marketing
eMarketing
What is eMarketing?
© GutsGo eMarketing 14
Business, Marketing & eMarketing
Revenue – Cost = Profit
© GutsGo eMarketing 15
Business, Marketing & eMarketing
Establishing Customers Need or Want
Having a Market Ready Product / Service
Connecting with an Identified Customer
For Sales, Distribution & Advertising
In the Market Place against Competition
© GutsGo eMarketing 16
Who is Your Customer?
In Flesh & Blood
Emotions & Behaviors
Making their Life Better Today
Life Time Value
© GutsGo eMarketing 17
Business, Marketing & eMarketing
Any Marketing Online = eMarketing
eMarketing = Customer Centric++
Paid Search, SEO, Social Media, eMail
© GutsGo eMarketing 18
Why Customer Centric++?
Seamless Online Behavior Real time
Only way - Be Proactive to Engage
Each Engaging Tactic is a SILO
© GutsGo eMarketing 19
© GutsGo eMarketing 20
© GutsGo eMarketing 21
eMarketing Technology Landscape
© GutsGo eMarketing 22
The Classic Purchase Funnel
radio mags
newspapers
online ads outdoor
television
‘advertising’
social
media
bricks &
mortar
DM /
CRM
mobile
corporate
website
SEO
product
site(s)
campaign site(s)
video sharing social networks
blogs
forums personal pages
BOUGHT MEDIA
EARNED MEDIA
OWNED MEDIA All media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned Media
Typical corporate media spend Drives people to Owned Media
First-person commentary and content about the brand posted and shared across a variety of venues “Social Media” outlets also support both Bought Media (e.g., ad banners, sem/ppc, etc.) and Owned Media (e.g., widgets, apps, etc.)
© GutsGo eMarketing 23
© GutsGo eMarketing 24
Complexity in SMM Platforms
© GutsGo eMarketing 25
eMarketing Funnel – Not Correct!
Integrated eMarketing Funnel
© GutsGo eMarketing 26
Business, Marketing & eMarketing
Any Marketing Online = eMarketing
ONLINE in India
© GutsGo eMarketing 27
… Do eMarketing!
© GutsGo eMarketing 28
All Businesses Today Must…
• Understand Consumers Online Behaviors
• Integrate Online Media into Marketing
Strategies
• Develop Integrated Online Marketing
Strategies
• Understand various Online Marketing Tactics
• Implement Online Marketing Tactics
• Know Online Industry
© GutsGo eMarketing 29
All Businesses Today Must…
© GutsGo eMarketing 30
Developing a Marketing Plan
© GutsGo eMarketing 31
Developing a Marketing Plan
Business Specific
Product Specific
Customer Specific
Competition Specific
© GutsGo eMarketing 32
Porter’s 5 Forces
© GutsGo eMarketing 33
Humphrey’s SWOT Analysis
• There is a Business Offering catering to
– Consumer’s Need (Pain) – Ready Acceptance
– Consumers’ Wants (Pleasures) – Has Lead time
© GutsGo eMarketing 34
Marketing Strategies – for What?
• There is a Business Offering catering to
– Consumer’s Need (Pain) – Ready Acceptance
– Consumers’ Wants (Pleasures) – Has Lead time
• Objective for a Business
– Get a Paying Customer (More) & Keep her happy.
– Life Time Value of Customer(s)
– Profit = Revenue – Cost ( Revenue, Cost)
© GutsGo eMarketing 35
Marketing Strategies – for What?
• Understand ‘Connections’
• Understand ‘Conversations’
• Understand ‘Intents’
• Align efforts with Business Objectives
– Specific with Selling Process
– Go along with Buying Behaviour
– Build a Reputation
• Making everything ‘Customer Centric’
© GutsGo eMarketing 36
eMarketing = CC++
• Understand ‘Connections’ (Get Connected!)
• Understand ‘Conversations’ (Be Part of it!)
• Understand ‘Intents’ (Thiers & Align Yours!)
• Align efforts with Business Objectives
– Specific with Selling Process (Sales & More Sales)
– Go along with Buying Behaviour (Up & Cross Sell)
– Build a Reputation (Others Speaking About U!)
• Making everything ‘Customer Centric’
© GutsGo eMarketing 37
eMarketing Drives Biz Transaction
© GutsGo eMarketing 38
Marketing Plan starts with…
Ask what is the problem that I am trying to solve?
Always!
Business Problem
Marketing Strategy & Plan Other Departments
Business Problem
Marketing Strategy & Plan
Advertising &
Communication Operations
© GutsGo eMarketing 39
Developing a Marketing Plan
Sales Distribution
Other Departments
Fin / HR / IT /
Admin
Marketing not aligned with a Business
Objective is WASTE of efforts & Every thing else
© GutsGo eMarketing 40
Developing a Marketing Plan
Business / Marketing Problem
Marketing Strategy & Plan
Advertising &
Communication Operations
Online Offline
© GutsGo eMarketing 41
Developing a Marketing Plan
Sales Distribution
Other Departments
Fin / HR / IT /
Admin
Business / Marketing Problem
Marketing Strategy & Plan
Advertising &
Communication Operations
Online Offline
© GutsGo eMarketing 42
Developing a Marketing Plan
Sales Distribution
Other Departments
Fin / HR / IT /
Admin
Online Campaigns
Integrated eMarketing Strategy
Website
Strategy
Mobile Banner SMM PPC SE0
Web
Analytics
Measure, Analyze, Optimize
© GutsGo eMarketing 43
Developing an eMarketing Plan
Online Campaigns
Integrated eMarketing Strategy
Website
Strategy
Mobile Banner SMM PPC SE0
Web
Analytics
Measure, Analyze, Optimize
© GutsGo eMarketing 44
Developing an eMarketing Plan
How is ROI of each Tactic?
© GutsGo eMarketing 45
ROI of Social Media will seep into…
© GutsGo eMarketing 46
© GutsGo eMarketing 47
Big Bet on eMarketing…
eMarketing is a Game Changer for Business!
Tactic Out Come
Website Customer Engagement
SEO Customer Acquisition & Retention
PPC Acquisition & Retention
Social Media Branding, Participation & Engagement
Banner Branding & Acquisition
Content Marketing Branding & Acquisition
Email & Mobile Customer Retention & Acquisition
Affiliate Sales & Branding
ORM Customer Retention, Branding & Participation
Web Analytics Intelligence on Customer ‘touch points’
© GutsGo eMarketing 48
eMarketing Tactics & Outcome
Q & A
Let’s Be At It!
Let’s Learn & Do It Better!
© GutsGo eMarketing 49
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