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Digital Marketing Webinar The Future Of Digital Marketing
July 11, 2014 | Abhishek Rai (Founder, Shak Co.)
www.digitalvidya.com
Abhishek Rai • 11 July 2014
The Future of Digital Marketing
New Media & Research Firm
So, What’s the Future
of Digital Marketing?
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Is it?
BIG DATA?
ARTIFICIAL
INTELLIGENCE?
INTUITION?
The Answer Comes from
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Digging the
History of Web
No. Not your Browser History.
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#&@!$
Censored
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Web 1.0 - Web 3.0
Online Ads
DIGITAL MARKETING
Value of Users
Fixed Formula:
More Ads = More
Revenue
ALL ABOUT
EYE BALLS
• DIGITAL BOMBIMG- Ads ( Display, Search, Social, Mobile) • CAMPAIGNS • CONTESTS • TARGET: 50,000 more likes on fan page
A Typical Digital Marketer’s Agenda
Rented Audience &
Inconsistent Digital Marketing
WILL LIKE FOR CAMPAIGN ‘A’
WILL LIKE FOR CONTEST ‘B’
WILL LIKE FOR CAMPAIGN ‘F’
Situation: Scattered Presence
You are here!
A brand’s typical online presence
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Aftermath: An Unmanaged Community
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Two new likes
Headcount measures marketing success
Data goes down the drain
The Point of Stagnation in Growth
Gro
wth
Time
1Mn Likes, 40K followers, 2L Impressions
Affinity?
Positioning?
Insights?
Loyalty & Advocacy?
Online Brand Community
A Digital Ecosystem Grows Weak with:
1. Scattered Presence
Success on one platform
v/s abandoned presence
on others
2. Disjointed Audience
Rented or Unwanted
3. Low Engagement
Driven solely by incentives
BLOG
Active: 2 hours ago
Active: 7 days ago
Active: 45 days ago
50% OFF Prizes $$
PAY & GET
E.g Premium Car Brands on Digital
We followed 3 Brands
for 3 months in 2012
No change in 2014
LET’S PLAY
SPOT THE
DIFFERENCE
So I ask again, What’s the
Future of Digital Marketing?
When is the state of a Digital
Ecosystem not Weak?
A Healthy Digital Ecosystem is
a group of engaged audience in constant touch with the
brand and each other, which is also
an Online Brand Community
2 Things
Build Brand Communities
Organize, manage and grow them
Examples
Examples
Examples: India
Examples
A strong community takes the brand
everywhere it goes. Not vice-versa.
Brand/Cause
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Leveraging the Online Brand
Community for Business Strategy
BRAND PEOPLE
CONTENT PLATFORM
Step I: Plan to build on five pillars
ENGAGEMENT
+ =
Structure
Structure
Brand’s ecosystem online
Step 2: Manage all aspects of the community
PEOPLE
1
COMMON IDENTITY PLATFORMS
2 3
CONVERSATIONS
4
ACTION
5
ANALYTICS
Customer
Journey
Step 3: Monitor and get consumer insights
Analytics Dec Jan Feb Mar Apr May
Dec Jan Feb Mar Apr May
1
2
Dec Jan Feb Mar Apr May
Consumer engagement
Gauge consumer reaction and adjust tactics in real time
Trend Mapping
Identify new audience segments based on patterns and trends
4 Cross platform analysis in one place to optimize media mix
3 Track brand’s reconnect with consumers and the quality of engagement
Consumer engagement across multiple platforms
Process to Build an Online
Brand Community
Identify and Collect
Qualitative and
Quantitative Data
Build a
Roadmap/Strategy and
Execute
Interpret and map for
actionable insights
Brand; Clear positioning
People; Target user/ customer
Common Identity; Emotional Connect
Conversations; Great content
Action; Conversions & participation
A Brand’s High-level Goals from
the Online Community
Build Brand—
• Positioning: Choice of platforms/media
• Affinity: Ownership
• Loyalty: Support
• Advocacy: Word-of-mouth promotion
Plan and Implement—
• Digital Strategy
• Campaigns
• Paid Media via ads
• Owned Media via Social
• Mobile Applications
How are these Goals met?
Quantity:
• Number of fans, likes, comments
• Hits, impressions and search-ability
• Measure using different metrics for all
• List charts and keywords
What does Analytics Tell us?
Analytics:
• Google analytics
• Facebook Insights
• Hootsuite/Sprout Social/Buffer
• Moz Analytics
• Salesforce and more…
How is the Success of
the Plan Measured?
Plain numbers tell an incomplete
story unless broken down and
compared with brand objectives
Data v/s Story
Platform Facebook Before After
No. of Fans 8K 10K
Evaluation
85%
10%
5%
Source of Likes
Facebook Ads
Newsletter Referral
Website
Likes v/s Unlikes
For every 5 likes, 3 Unlikes recorded
1200 unlikes in total Attrition rate
needs to be
reduced
Profiled New Fans. Sample Size: 100
8% are employees, 32% are contest hunters
Desired Audience needs to be
tapped
!
!
Data v/s Story
Analytics
Audience + Presence + Engagement
Standardise and Structure Data Across
Zoom
ed in p
revie
w
Brand Community Framework: Our proprietary
method to audit and build brand communities
Our Method
Steps How-to
Audit
Collect Relevant
Data
Checklists help in using data
from analytics for contextual
analysis
Assess
Draw Actionable
Insights
Compare goals,
objectives/benchmarks with
the actual data
Find gaps and opportunities
Plan
Digital Marketing
Strategy
Use insights to craft
concepts/messaging
Plan Campaigns / content or
Engagement strategy
For a demo of the tool
tweet @vbuildcommunity
Thank you for Joining the Session
Q&A
www.digitalvidya.com
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http://www.digitalvidya.com/webinars/