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This presentation takes a user through the various elements of digital marketing and help him discover the media holistically. It outlines a methodology to put together a comprehensive digital strategy for businesses.This is a collateral to an event called "Digital Marketing Demystified", which is conducted by Abhishek Rungta for top management.
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DIGITAL MARKETING DE-MYSTIFIED
ABHISHEK RUNGTA
FOUNDER & CEO – INDUS NET TECHNOLOGIES
21ST AUGUST 2015, KOLKATA– OBEROID GRAND
WHY THIS WORKSHOP?o For CXOs & Senior Managers
o To help you put an integrated digital strategy
o Which is aligned with your overall marketing strategy
OBJECTIVESo Why Digital?
o Marketing First!
o Putting the Strategy together
o Elements of Digital..
o Measuring the Results
o Lets take some Inspiration
o Future of Digital
o Q & A
What’s your objective today?Lets Do!
interactive
bigger
faster
engaging measurable
cheaper
WHY DIGITAL? BETTER ROI
DIGITAL IS BIGo 1/4th of the Global Marketing
Spend. In $$$ terms, it is ~$135bn out of ~$576bn (23.4% to be precise) for 2014
o Has overtaken traditional media channels in developed economies like USA and Western Europe.
Lets Do!
DIGITAL IS INTERACTIVE o User takes an active role
o The system takes input or feedback from the user and hence offers greater degree of engagement
o On-demand content, possibility of data capture, gives insight into customer behavior
o Allows conversations between users
DIGITAL IS FASTERo Instant
o Contextual
o Rapid-fire A/B testing
o 24/7 in nature
o Intrusive (on all three screens)
DIGITAL IS CHEAPERo Low cost of outreach due to lack
of physical distribution
o Extreme level of segmentation is possible, hence low waste
DIGITAL IS ENGAGINGo Engages more senses
o Interactivity creates deeper connect
o At arms length at all times
o A study by Kleiner Perkins Caufield and Byers found the average user checks their phone nearer to 150 times per day.
DIGITAL IS MEASURABLEo Each activity can be tracked
precisely, and hence the footprints are available, making the results measurable
o Enables marketing automation
o Can establish clear ROI
o Big Data Analytics will give further insights into customer behavior.
o What gets measured, gets improved or corrected.
WHAT IS BEING INVESTED IN?o Research
o Identification of needs, wants and prioritieso Market feedback – own as well as competitor!
o Customer servicing & relationship management
o Co-creation / Crowd-sourcing
o Branding
o Demand generation
o Demand fulfillment
o E-commerceo Lead Generation
Lets Do!
MARKETING FIRST!
Digital is just a medium. Fundamentals make it work.
o Research, i.e. listening – identify opportunity!
o Marketing strategy
o segmentation +o positioning +o differentiation
o Communication
o Execution
o Delivering the experience
o Analytics
MARKETING STRATEGY
Whom am I selling? How am I perceived? Why will he buy from me?
You need one or more of them, as the market matures!
WHOM AM I SELLING?• Who is my target customer?
Business (B2B), Individual (B2C), Government (B2G), Partner (Channel)
• Where is my market?Local, City, State, Country, Global
• Is this market stable? Will it exist after X years?
• Is this market seasonal?
• Have I done the right segmentation? Few questions.
• Is this market segment right sized? Too small? Too big?
• Is this homogenous or heterogeneous?Lets
Do!
AND THE HUMANS @ MARKET• Who makes decision? Who influences? Who
pays?
• Do you have their personas (age, gender, ethnicity, roles, designation, interests, activities)?
• Where do they hang around? What are their likes, opinions, reference publications, conferences, events?
• Are they geeky? What are their values, personality, attitude?
• What are their challenges and motivation?
• What is the decision making cycle? How long is the sales cycle? When does the buying cycle start?
• Who are your early adopters? Lets Do!
HOW AM I PERCEIVED?o Solve unique problems
o Benefits, Delivery and Distribution, Speed, Budgetary Constrain, Servicing, Emotions (e.g. GNH of Bhutan), etc.
o Create unique perception
o Self-image enhancement, Ego identification (Luxury products like Jaguar, Mont Blanc, Tiffany)
o Belongingness and social meaningfulness (Usually due to association with a broader social objective)
o Experiential(The Pizza Hut dance!)
Remember: Promises need to be kept!Lets Do!
WHY WILL HE BUY FROM ME
The major sources of product differentiation are as follows:
o Differences In quality
o Difference in price
o Differences in functional features or design,
o Differences in availability (e.g. timing and location)
o Communication of the obvious
o Open to innovation..
Lets Do!
PUTTING THE STRATEGY TOGETHER
Marketing
Marketing
Sales
Sales
Traditional MarketingFunnel
Digital MarketingFunnel
In digital world, marketing dominates.Lets Do!
THE PROBLEM IS..
The percentage of conversion from
Visitor, to engaged user to customer
equals1%-5%
The problem is that we are in too much of a hurry. We want to run through the channel instantly.
SMALL MOVEMENTS
Most Desired Action- Lead- Sale- Subscribe to list- Social Engagement
Path of least resistance- Information- Research- Ideas- Help!
CONNECT CONVERT
Lets Do!
ELEMENTS OF DIGITALListening, Research, Reputation
Management
Web & Mobile PresenceWebsite, Micro-sites,
Landing Pages, Mobile Websites, Mobile Apps,
Conversion Rate Optimization
Search MarketingOrganic (Google,
Bing), Paid (Google Ad Words)
Social Media MarketingFacebook, Twitter, YouTube,
LinkedIn, Pinterest, Instagram, WhatsApp, Co- Creation, Crowdsourcing
Content MarketingBlog, e-Books, Workbooks, Info-graphic, Video, Articles, Research, Visuals, Games,
Utility Mobile Apps
Display Marketing,Media Buying (Websites,
Social Media e.g. YouTube in-streaming, Mobile), Remarketing
Affiliate Marketing, Email Marketing,
SMS Marketing
THE KEY IS TO… Move a user through this funnel as smoothly as possible
Have maximum completion
Have minimum drops
How?
o Right choice and combination of techniques (aligned as per user behavior)
o Correct distribution of budget (through length – marketing cycle, and breadth – across phases)
Reach
Connect
Engage
Convert
Web
?
?
?
?
Mobile
?
?
?
?
Social
?
?
?
?
OUR SOLUTION MATRIX!
Note: Engage = Consideration, Intent, Evaluation
Lets Do!And, then you can do cross-channel / omnichannel
SETTING THE GROUND FIRST!
WEBSITEo It’s your home! Right info architecture.
o Technically Correct (Validated)
o Fast loading (caching, CDN), Simple and easy navigation
o Use standard Content Management Systems
o Concise, crisp and persuasive content with “Call to Action”
o Make it for users and not for yourself
o Integrate with all other channels
o Build trust. Ensure security e.g. SSL
o User friendly and accessible
o Be Responsive!
o Built-in SEO and analytics
MICRO-SITEo Specific purpose mini-site
o May be temporary in nature
o May not have relevance to the central theme of the website
o Can be done to promote an event, idea or product
o Handles heterogeneity in marketing and hence experimentation
o Enables focused path
o Cleaner look
o Effective branding
o Faster Development
o Cheaper Extension
LANDING PAGE
o Remove main navigation
o Consistent messaging
o Keep it crisp. Show benefits
o After signup? Offer Again!
o Short form. No “submit”
o Reduce Anxiety. Give Proof
o Enable social sharing
MOBILE WEBSITEo Responsive vs. Mobile
website
o Shorter attention span
o Mobile landing pages
o Need to be crispier - Adapt content.
o Keep it short
o Capture user data
o Use Video!
o Test for compatibility
CONV. RATE OPTIMIZATIONo Run A/A test before A/B test
o Deep dive into analytics. Identify friction
o See the user journey – get heat maps done
o Get into user’s mind
o Hypothesize. Then test
o Start with low hanging fruits
o Optimize giveaways, benefit statements
o Test everything – visuals, colors, message, size
o Note of caution – Do not overdo (case study Zynga)
MOBILE APPo Info that your users need on the
move!
o How can it make their life simpler?
o Show the benefit. If you do not see one, build a benefit.
o Is it interactive?
o Can it save me from the dreaded phone queues (hint, hint)
o It can be your way to his heart and mind (..through Eyes!)
o Differentiate through technology
BEFORE WE JUMP..
Effectiveness (potential sales volume)
Inve
stm
ent (
reso
urce
nee
ded)
SEOLong Tail
AdWordsRemarketing
Facebook custom audiences
AdWordsGeneric
Social amplification
Media relatedPR
Influencer PR Integrated
contentcampaigns
Blog marketing
SponsoredTweets
FBX Retargeting
Facebook Promoted Posts
LinkedInPromoted Posts
Tip: Review Display Network andRemarketing options
AdWordsTail
AdWordsPLA
AdWordsMobile
(Enhanced campaigns)
SEOGeneric
SEARCH MARKETING – BEING FOUND
SEARCH MARKETINGo First thing first – this marketing only
helps if “your target group is searching” for what you offer.
o People have higher intent of buying, interacting
o Will connect you to the target group
o Results show when people search for a given key-phrase.
o Results are organic or paid.
o Organic: as per search engine algorithm
o Paid:as per your bid
Organic listing( Free)
Paid ad(Text)
SEARCH MARKETINGo Focus on the right key phrases
o Do they show the right intent? Which phase is the user in?o Do the key phrase has decent volume?o Does the given key phrase give you conversion?
o Lay your path to appear in blended search and universal resultso Be present in search index, local search, news, video, image
o Expensive, but profitable key-phrases goes for organic search engine optimization. Identify value using paid-search.
o Focus on ad-copy, title, description as they generate the CTR
o Problem: Average MDA conversion rates are 2-3%. 97% people do not do what you want. This is why you need to have solid social, content marketing strategy in place!
ORGANIC SEARCHo Ranking does not matter
o Link building is still relevant. Authority matters.
o Have quality and relevant content
o Build fast, technically perfect site
o Mobile version helps
o Get Citations
o G+ matters ;)
o Use Google Webmaster Tool
SEO Advantage
o Generates non-paid traffic
o Has long-term ROI
o Has residual benefit
o High level of trust
SEO Limitation
o Non-predictable
o Takes time
PAID SEARCHo Right key-phrase, related advert,
right landing page combination is the key
o Long tail offers value for money, but short tail will give you volumes!
o Can be converted to a CPA formula, hence brings predictability
o Re-targeting can create great value
o You are in control – messaging, audience demographics, time, volume
o Brand keywords help you protect your brand
Paid Search Advantage
o Predictability
o Immediate gratification
o Offers greater level of
control
o Can be useful in brand
protection
Paid Search Limitation
o Expensive
THE SOCIAL WORLD
SOCIAL MEDIA MARKETINGo User acquisition for long funnel marketing
o Keeping in touch and engage the audience
o Online PR and Outreach
o Credibility and Personality OVER Offer / Deal
o Be Relevant and Real
o Use the Right Channels: Facebook, Twitter, YouTube, LinkedIn, Pinterest, Instagram, WhatsApp
o Execution Notes:
o Not a direct sales media
o Important to be value creator
o Critical to be “the reference material”
ContextObjectives,
metrics, workflow
ContentInteresting, Relevant
DiscussionTrack and
talk
CampaignSpecific
burst
CommunityInfluencersEvangelists
THE SOCIAL MEDIA PLAN
CONTENT IS THE KING
LikingSharingAdvocac
y
EngagingInteresting Knowledge
EmotionalFun,
Connect
BrandReflection of brand,
Social Objective
EMAIL MARKETINGo Highest ROI
o Direct into the mailbox – highest attention span
o Keeps you in regular touch with your users / clients
o Brings the user back to your website / online properties
o Execution Notes:
o Do not spamo Design newsletters nicelyo Deliverability is the key (due to filters!)o Keep proof of opt-in / relationship (audit!)o WIIFM
CONTENT MARKETING
WHY CONTENT MARKETINGo Establishes you as thought leader
o Subtly and gradually changes audience thought process. Therefore putting the right content calendar and plan is crucial.
o User acquisition for long funnel marketing
o Keeping in touch and engage the audience
o It can be your way to your customer’s heart and mind (..through Eyes!)
o Use the Right Channels to Spread: Post, Events, Email, Facebook, Twitter, YouTube, LinkedIn, Pinterest, Instagram, WhatsApp
QUALITY OF CONTENT
ConsumptionAbsorption
Actionable
EXECUTION TIPSo Quality and not quantity is the key. But need enough quantity to stay
ALIVE in people’s mind and heart
o Credibility and Personality OVER Offer / Deal
o Be Relevant and Real
o Important to be value creator
o Critical to be “the reference material”
o How? ….
DISPLAY MARKETINGo Gets you new users
o Visual, Attractive and Interactive
o Gets the brand out in the market
o However, expensive!
o Execution Notes:
o Go multi-channel - Websites, Social Media, Mobileo Choose the right sites to run the campaignso Keep the Most desired action = Low resistance actiono Do Re-targeting
AFFILIATE MARKETINGo One of the best ROI
o Pay only for results and not for display or visitors
o FREE branding and visitors
o On the rise – Email Affiliate Marketing
o Execution Notes:
o Does not work for all products / serviceso Partner recruitment is keyo Relationship management is critical / time taking
FEW MORE POINTS!o People buy, we do not sell.
o They want their needs fulfilled, not yours!
o They buy when they are ready, are you visible?
o How are you building the relationship? How many times are you touching upon your prospects every month? How many times through digital channels? Are you using marketing automation?
MEASURING THE RESULTSo What is our Most Desired Action? What were the targets?
o Sale?o Lead?o Download?o Engagement?
o And the Metrics?
o Cost of sale / leado Pipelineo Level of engagement / brand advocacy / word of moutho Recall / brand awareness
o Define – How would you measure them? Did you had the baseline?
FUTURE OF DIGITALo Video
o As TV and Internet converges, Video will become more and more important.
o Mobile
o It has almost become the first screen now, surpassing PC and now heading close to TV.
o Experiences, Engagement and Word of Mouth
o Internet of Things (May be! – think of smart refrigerators)
FEW GROWTH HACKSo Reward users for referring
o PayPal, Hikeo Piggyback on existing user base of possible partners
o Grow with the growing media channels (YouTube)
o Ride the hype and context
o Do intelligent marketing automation
o Use social sign-on
o Reward at every step
o Mix things for better impact
CASE STUDY CHECKLIST & Q/Ao My Burger Lab – The Black Burger
o SpiceJet – The Holi Dance
o Siddha - Technology as a differentiator
o Enterprise Software – Small TG / High Value
o Tax Filing – Large TG / Small Value
o Insurance – ‘I Love My Family’ campaign
o Host Gator – Total lifetime value of client (determining optimum cost of acquiring a customer)
o Online Retail – Retargeting for Flash Sales
Question & Answers!
CONTACT INFO
Abhishek Rungta
Indus Net Technologies
www.abhishekrungta.com
Twitter: @abhishekrungta
FB: /abhishekrungta
LinkedIn: www.linkedin.com/in/abhishekrungta
Mobile & SMS: +91 9831151614
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