Marketing Proposal v1.2

Date: 16-Jan

Objective

To create brand awareness about Good earth

To generate sales for Goodearth.in To increasing brand recall and brand

conversation

About Good earth• Established in 1996 with its first store at Kemps

Corner, Mumbai, Good earth set standards for stylish luxury across India

• Good Earth provides an array of beautifully designed products such as fine tableware and glasses, luxurious bed linen, cushions and pillows, pure authentic skincare and home fragrances, silver plated accessories and a unique line of apparel based on natural, hand-spun fabrics, using traditional craft skills.

Why Online marketing for Good earth

• Because your target audience is online

• To increase reach

• To improve awareness about Good earth and

increase brand recall.

Why Online marketing is a must for Good earth

Our target audience spends an average

of 45 hours a week online, excluding e-mail compared to 11.6 hours watching TV and 6 hours reading books and magazines

Iksula’s Prognosis

Good

earth

SEO

Email

Social media

Analytics

Search engine optimization

Search engine optimizationFeature your website on first page of search engines

Keyword that our customers will search Our site

Page title

Keyword seededProduct content

H1 tag

Meta description

Alt Image tag

Standardized URL

Onsite optimization – Onsite elements

Search engine optimization

Onsite optimization – Onsite elements Item Importance Best practicePage Title Adds to relevancy and helps

improve CTRKeyword should ideally be present but care should be taken to ensure that it is human readable and induces clicks

Standardized URL Adds to relevancy Keyword should be present

Alt Image tag Adds to relevancy and usability when images are turned off

Keyword should be present

Meta description Adds to relevancy and helps improve CTR

Keyword should ideally be present but care should be taken to ensure that it is human readable and induces clicks

H1 Tag Adds to relevancy It is essentially the main title of the page. It should describe the page

Content Adds to relevancy and helps in engagement and conversion

Keywords should be carefully seeded. Content should, be readable and of high quality. Keyword density should be between 5-10% of total text

Search engine optimization

Onsite optimization – Schema implementation

Advantages of implementing Schema

•Improvement in CTR of search results due to rich snippet

•Better interpretation of product page

•Common micro data format for all search engines

Normal search result

Rich snippet result

Search engine optimization

Search engine optimizationOff page optimization – Co-citation

• Co-citationTransitive Property: The transitive property works with three or more websites. The idea here is that one website could help another website even if they have never been in contact. As long as the two websites have another website in common through linking, the link juice can be passed backwards and forwards.

Website A links to Website C. Website A also links to Website B. The authority connected with

Website C is also going to affect Website B.

Search engine optimizationOff page optimization – Co-citation

• Co-citationSemantic Similarity: This is the aspect of cocitation that really has people in the industry talking. It refers to the words around the links within a piece of content. Sites are now ranking for keywords that are not used as anchor text for links, but rather just around the text.

Eg: To checkout great collection of dinnerware online visit Goodearth.in

Because the words “dinnerware online ” appears next to the link(Goodearth.in), it shows Google

that the link must be related to “dinnerware online ”.

Search engine optimizationOff page optimization – Anchor text

• Anchor text: If Google detects a pattern of same keywords being used as Anchor text in the links pointing to a site, it may take it as evidence that the site owner intentionally placed or paid for those links. In order to showcase natural links we should also use anchor text such as click here, know more, visit.

Type of Anchor keyword

Brand keyword

Targeted keyword

Other words(Click, visit etc)

Percentage of links

35% 20% 45%

Search engine optimizationOff page optimization – Online PR

• Guest blogging on Lifestyle website

Getting links and mentions from top lifestyle, fashion and home décor

website.

Some websites that can be approached

•Miss Malani - http://www.missmalini.com

•GQ India - http://www.gqindia.com

• PR campaign

Leveraging news and creating positive content stories about Good earth and

its brands in order to generate high quality links and mentions for the website

and the brand

Building quality back-links from popular and high authority websites in the form of:

Search engine optimizationOff page optimization – Online PR

• Bloggers campaign Engaging with top lifestyle and fashion bloggers and getting them to talk about the brand and link back to Goodearth.in

Globus covered by top fashion bloggers of India

Email marketing

Email marketingRetention marketing

Palmeraie Petit Platter Lime

Sending Emailer related to..

Customers Purchased Palmeraie Canapes Plate Lime

• Using relationship marketing to cross sell products

• Personalizing each email based on data such as last purchased,

time of purchase, category etc

Email marketingDrip marketing

Procuring high quality database and implementing drip marketing strategy

eMail

Opened

Clicked Sales

Not clicked Email: Change in content

Opened Sales

Not opened

Not opened Email: New subject line

Opened

Clicked Sales

Not clicked

Not opened

Email marketingSample creatives

Social Media

ListenMonitor all the conversations

happening in blogs, social networks and

forums

Measure

Get the gist of sentiment

Understand

Gather insight and intelligence about what is

being talked about

EngageAnswer all queries. Identify and engage with key influencers

and establish relationships

Social MediaDriving engagement

Iksula proposes that Social Media should be done inhouse because your understanding of the brand is far

superior than Iksula.Iksula expects that Social media post should have

inward links to the eCommerce website

FB homepage gets 50% more eyeballs than the TOI front page

13.9 Million

7.4 Million

3.7 Million

Mobile feed AdsDesktop feed Ads

Social MediaDriving engagement

Iksula proposes that Social Media should be done inhouse because your understanding of the brand is far

superior than Iksula.Iksula expects that Social media post should have

inward links to the eCommerce website

Analytics

AnalyticsAdvance web analytics

Converting Data > Information > Insight

AnalyticsConversion Rate Optimization

• Convert your website into a funnel• Implementing heat maps to track user behavior and interaction

and redesign the layout accordingly

AnalyticsClick tracking

Click tracking lets you make a visual assessment of how users interact with your

web pages, and helps you answer questions like:

• Is the layout optimal for what I want users to accomplish on the page?

• Are my users seeing the content I want them to see?

• Are my users finding what they're looking for on the page?

• Are my calls to action motivating or visible enough?

• What links are users clicking?

AnalyticsAdvance remarketing

• Creating visitor list based on data such as time on site, page visited, number of clicks etc

• Unique Ads for each list

Key takeaway for Good Earth

Key takeaway for Good Earth

• SEO• Out reach

• Conversion rate optimization• Advance web analytics

• Retention marketing• Remarketing

Contentdistribution

Orderconversion

Customer retention

Iksula’s responsibilities

Why Iksula

Combined internet retail

experience of 18 years

Founded in 2007 by ex-eBay’ites

250+ employees

200+ ecommerce apps powered by

Iksula

Offices in Mumbai, Delhi, NJ &

Singapore

Why Iksula

John BaRoss : President - Marketing Business Development (North America)

Whiz Honest Open Architect Solutions CHICKEN Algorithm Development Mentor Technology Hardworking Geek

Collaboration AT&T Georgia Tech BS.MS Offshore Expert Innovative Social Negotiator Visionary Confident Humorous Poker

Somokanta Sharma : Head - Engineering & Technology Marketing COOL

CitiBank Dynamic Experienced Movies Family Creative evatan.comBrand Management

Optimization IIM-C Adventurous Content Jazz Analytics Enthusiastic Social Perfectionist ISM Excellence TravellingFormula One

Neerav Parekh : Director - Internet Marketing

Samarjeet Singh: President & CEOVeteran Ebay Sales Baazee.com CRICKET Talkative Motivational Tajonline Relationship Positive LEADER Black Label

D.J. Basumatari: President Global Delivery

Leadership Team

Clientele

Proposal

Scope of workServices Units if any

Search engine optimization

Meta tag implementation All Pages

Content calendar Yes

Schema implementation All Pages

Keyword Seeding All Pages

Blog management 4

Interlinking Yes

Category level optimization All categories

Off page

Bloggers campaign Yes

Guest blog posts 4

Social Bookmarks 100

Forum Participation 20

Email marketing

Email conceptualization Yes

Retention marketing Yes

Drip marketing Yes

Scope of workServices Units if anyAnalytics

Website Conversion rate optimization Yes Ad words and analytics integration Yes Click tracking Yes Analytics setup, insights and reports Yes

Paid marketing  Campaign setup YesBid optimization YesProduct listing ads YesDisplay campaign YesAD creation YesRemarketing YesSocial Ads YesAffiliate management Yes

Creatives  HTML creation 4Campaign banners Yes

Activities done inhouse•Social media•Creatives•Content

Paid marketing estimates

Countries Avg cost per visit Budget allocation Estimated paid visitsIndia 7.76 Rs. 40000 5155US 50 Rs. 40000 800UK 34 Rs. 40000 1176AU 37 Rs. 32500 878Japan 26 Rs. 7500 288Singapore 27 Rs. 7500 278Hong Kong 22 Rs. 7500 341Total Rs. 1,75,000 8916

Marketing spends Rs 1,75,000

ProposalCommercials Monthly

Iksula’s monthly retainer Rs 1,10,000

Total Rs 1,10,000

• Third party spends if any to be borne by Goodearth

Iksula Mumbai Delivery Center

Iksula Team

Thank you