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Digital Marketing/Branding Process
Ants and Bees CommunicationsA Digital Agency of Way Stores Retails Private Ltd.
The Starting Point
A Digital Marketer should understand that brand conversations are happening on the web with or
without our consent.
At Ants and Bees digital marketing process starts with extensive research to find out the brand
personality. The process can be summarised as follows.
Research
Exploratory Research, here we use free tools to find out the brand conversation.
• Advance tool based research. This lasts for longer duration and advance analytical tools are used. This
in most cases is an on-going process.
Analysis
SWOT and GAP analysis
Strength weakness and opportunities and threats are listed out and this forms the starting point for strategy
decisions. A competitive brand analysis performed to find out
the possible gaps in brand performance. If the brand is a start up the SWOT and GAP analysis is performed
to for lookalike brands to decide on strategy.
Objective setting for Digital Marketing
The digital marketing objectives are set in concurrence with overall marketing and corporate
strategy. The inputs from SWOT and GAP analysis are also incorporated.
The objectives could vary viz ;digital visibility, lead generation or downloads.
Digital Strategies
The most important part of the strategy is in which digital properties the brand should invest.
• Web: Information Sharing website or Ecommerce web platforms.
• Social Media: The brand has to focus on social media which is relevant. The integration is the key.
• Blogs/wiki etc.• Message Sharing Applications like WhatsApp etc.
Strategies to increase the organic traffic.
These are the most important components of digital branding strategy which includes• SEO• Brand Activation• Community Building• Integrated communication• Judicious use of brand activation and integrated
communication will help the brand to go viral in digital Space.
Paid Digital Marketing solutions/ Paid Campaigns.
Based on the digital brand strategies we may choose PPC or CPM models or combination of both. We also chose CPC, CPA or CPI pricing models or combination of these for digital campaigns in concurrence with marketing objectives. Each campaign is tested before big budgets are allocated. This will make sure the clients’ ROI is best in the digital advertising industry.
How to allocate budgets for ads platform
• We have been using an equation which we developed to allocate budgets to different ad networks. This is derived based on marketing objectives, current trends and keywords research etc.
• A suitable equation will be arrived to determine what proportion of digital advertising budgets should we invest in Facebook Adverts, Google Ad words, Yahoo, Double click, Slideshare, LinkedIn and other relevant niche Ad Networks.
Analysis and Reporting.
This is the most important part of Digital Marketing. Unlike in the traditional marketing the results are measurable and quantifiable in digital campaigns. We track and analyse the data in real time. If the digital campaigns are not yielding desired result, change of direction is effected in real time.
24/7 Digital Desk.
We have a 24/7 digital desk to monitor the campaigns. It is proven that campaign management team comprised of Marketing head, Brand managers etc. from client side and campaign managers from agency side would give better ROI.
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Thank You
Further queries and support to build your brand in digital space : Ph. +91 9176868683
email : [email protected],