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Digital Marketing For Start-ups'
Chandigarh20-06-2015
Welcometo
Digital Marketing Strategy
Business Company Brand Need to communicate to
Prosper
Communication
Strategy
Strategy is a plan for obtaining the goal, based on the information @ hand in targeted time & with given Resource
Goals Need to be SMART
ACTION – Oriented
Frailer / Success
Research
Analysing Data
FilterObserving
Discuss
Use Info
Doing / Done
Information @ Hand are the pieces of information related to the Goal
that help inform the strategy
Process ExampleInformation @ Hand
Traffic Metrics of Competitor SitesMarket SizeWhere my Users arePricingGaps in the demand and supply
Goal
ReachN number of trafficN % of Market shareN amount of Turn Over
Strategy
Where my Target Traffic areGet where my Target Traffic areListen about the offerings in the verticalGap analysisEducate & Engage Target UsersPromote Offerings USPCompetitive offering pricingService After Delivery
Four Core of Stages to Build & Execute Digital Strategy
Evaluation
Planning
Creating
Execution
Product Oriented
8 Ps
Product• Digital value• Experiencing the
brand
Price • Price transparency• Creative pricing
models
Place • Representation• New distribution
models
Promotion• Online vs. offline
mix• Integration
People• Resourcing and
training• Contact strategies
Process Automation• Optimizing internal
and external processes through the web
Physical Evidence• Online physical
evidence• Integration
Partnerships• Managed
marketing alliances
NEW DIGITAL MARKETING FRAMEWORKS4Es, 5Is, 4Is & 6Cs
• 4Es for customer orientationframework which is comprised of – Experience– Exchange – Evangelism– EveryPlace
• 5Is for customer orientation the 1:1 philosophy of personal conversation framework which is comprised of – Identification– Individualization– Interaction– Integration– integrity
• 4Is for customer engagementframework which is comprised of – Involvement– Interaction– Intimacy– influence.
• 6Cs and the OVP (Online Value Proposition )Building upon the Es. Dave Chaffey (2004) suggested 6Cs for customer motivation to company’s Online Value Proposition (OVP)
4Cs
Cost Cost to the customer (pricing).
Customer Customer needs and wants (from the product).
Communication Communication (promotion).
Convenience Convenience (relative to time, place & mode).
Rothery (2008) developed the 4Es framework as a follow-
on to Lautenborn’s (1990) 4Cs framework.
• Exchange Price (as money or credit is
exchanged for product or services)
Payment Options
• Evangelism Promotion becomes evangelism. (word-of mouth-marketing)
• Every place Place or distribution should be everywhere the customer are.
• ExperienceA product / services is an experience (including online offline experience).
Experience EveryPlace
Exchange Evangelism
5Is for Customer Orientation
FORRESTER’S 4Is OF CUSTOMER ENGAGEMENT
INVOLVEMENT INTERACTION INTIMACY INFLUENCE
What to Track •Site visits •Time spent •Pages viewed •Search keywords •Navigation paths •Site logins
•Contributed content•UGC Quantity•UGC Frequency (written reviews, blog comments, forum discussions)
•Sentiment tracking on third-party sites •Sentiment tracking of internal customer contributions •Opinions expressed in customer service calls
•Net promoter (NP) score •Product/service satisfaction ratings •Brand affinity •Content forwarded to friends •Posts on high profile blogs
How to Track •Web analytics
•eCommerce platforms •Social media platforms
•Brand monitoring •Customer service calls
•Brand monitoring •Customer service calls •Surveys
Chaffey (2004) suggests 6Cs of customer motivation to help define the Online Value Proposition (OVP)
Customer Motivation
6 Cs
Content• Right content• Right context• Right media
Customization • Personalization
according to individuals or groups
Community • Many-to-many
social networks
Convenience • 24/7 availability• Turn around time• After Sale Service• Refund Guaranty
Cost reduction • Internet perception
of lower-cost – no middle man
Choice • Products / Services• Method of Payment• Delivery• Ease Return
PRACE & SOSTAC
• Dave Chaffey framework RACE™, but the P for Planning is an indispensible step. • It is often used in conjunction with SOSTAC, as the two planning systems are
complementary. • PR Smith’s SOSTAC® Planning System is also a planning process framework to
help structure and manage implementation of digital marketing plans. The best way to see how these two planning systems operate is by taking a look at the graphics on the next two pages.
• SOSTACSOSTAC® stands for – Situation, – Objectives – Strategy– Tactics– Action– Control
• PRACE PRACE stands for – Plan– Reach– Act– Convert– Engage.
Inconvenient Truths
“Digital Strategy means something that will change my bottom line in 3 - 6 months” Shiv Singh, PepsiCo
My take “Digital Strategy is plan to expand in the borderless space on Internet and mobile” It’s No magic spell or not a way for Marketing Experts to fill the fall short gaps of Market plan
Traffic Source
Presence (Website)– Presence (Website/blog)• Design – UI, GUI & UX• Colour Schema• Content (Different types- text, Image, Videos) • Navigation wire frame
Content for WebSite• Know your audience• Know how and where they
consume information• Research publishers or
organizations to partner with• Complement your paid
promotion with social media• Add e-mail marketing to the mix• Make sure to have executive
support.• Measure your results and
report.
Of marketers say content creations is back born of SEO
Of marketers in strategic phase of SEO invest in Content creation
Target Users
• Who the Customers are• What they are looking for• What’s the Gape of demand and supply• Where the Target Users are
Identification of Goal
• Short term– Traffic– Registration– Leads– Sale
• Long term – Branding– Loyalty – Return Sale– Partners
Selection of Channels
Channels• Paid Campaign• Organic• Content Marketing• Social Media• Paid Social Campaign• Email Marketing
(Remarketing)This depends on the variable -Vertical, Objective Goal, Fund & Time Line
Paid Channels
Channels• PPC (Google, MSN-Bing/Yahoo)
• Digital Media Inventory • Social Paid Campaign
Organic Traffic
Organic ChannelsOrganic Traffic
• Organic Search– Google Search– Yahoo Search– MSN Bing Search
• Social Network• Content Marketing– Ghost Writing– Guest Blogging– Content Distribution etc.
Organic Search Traffic
Social Media Channels
Content Marketing +Positives
• Content marketing Boosts SEO• Good quality content enhance Search visibility• Content marketing enhance Social visibility via
sharing• Distributed Content on Social drives traffic• Content attracts niche audiences• Targeted content is proven to impact purchase
decisions
Content Creation / Generation
Publish
Create Draft
Edit
Create Original Content
Listen to Social
Research Social
Discuss on Social
Read Similar Topics
Consult Topic
Experts
Plan Budget for Online Marketing?How to budget for online marketing activities?Depends on– the objective of the company / brand – the pocket depth– the Time Line to achieve the objective
Sample Budget
What is the Right Digital Marketing Team?
• Very Hard to Answer• Depends on Budget & Skilled Resource AvailabilityStart-up• Out Source• Shared Strategic Resource (Consultant)Company With comfortable budget• Strategic Lead (Consultant)• Create a Strong Hands on Team
Team Member Quality
Digital Marketing is Communication, hence• Commend over the language (English).• Hunger for learning• Street Smart • Head on Approach• Correct Fundamentals
Team Building & Training
Susomoy [email protected]@innovazioninteractive.comin.linkedin.com/in/susomoysinhaTwitter: @susomoy
The change of mind set is needed for Online & Digital Marketing. Scope is huge with new frontiers opening with new technology and digital media.
A long term plan is very essential for all companies and Brands.