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MARKETING
DE-MYSTIFIED
ABHISHEK RUNGTA
FOUNDER & CEO INDUS NET TECHNOLOGIES
21 S T AUGUST 2015, KOLKATA OBEROID GRAND
OBJECTIVES
o 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
Whats your objective today?
Lets
Do!
interactive
faster
faster
cheaper
bigger
bigger
engaging
engaging
measurable
measurable
DIGITAL IS BIG
o 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 FASTER
o Instant
o Contextual
o Rapid-fire A/B testing
o 24/7 in nature
o Intrusive (on all three
screens)
DIGITAL IS CHEAPER
o Low cost of outreach due to lack
of physical distribution
o Extreme level of segmentation is
possible, hence low waste
DIGITAL IS ENGAGING
o 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 MEASURABLE
o 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.
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?
WHOM AM I SELLING?
Where is my market?
Local, City, State, Country, Global
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!)
Lets
Do!
Lets
Do!
Traditional Marketing
Funnel
Digital Marketing
Funnel
Marketing
Marketing
Sales
Sales
Lets
Do!
In
In digital
digital world,
world, marketing dominates.
The problem is that we are in too much of a hurry. We want to run through
the channel instantly.
CONNECT
SMALL MOVEMENTS
CONVERT
Lets
Do!
ELEMENTS OF DIGITAL
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)
Lets
Do!
WEBSITE
o Its 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-SITE
o 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
MOBILE WEBSITE
o 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
MOBILE APP
o 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..
Tip: Review Display Network and
Remarketing options
AdWords
Generic
Influencer
SEO
PR
LinkedIn
Generic
Promoted Posts
Facebook
custom audiences
FBX
Retargeting
Media related
PR
Integrated
content
campaigns
Facebook
AdWords
Promoted Posts
Tail
AdWords
AdWords
PLA
Remarketing
SEO
AdWords
Social
Long Tail
Mobile
amplification
Blog
(Enhanced campaigns) marketing
Instagram
Sponsored
Tweets
SEARCH MARKETING
Paid
Paid ad
ad
(Text)
(Text)
Organic
Organic listing
listing
(( Free)
Free)
SEARCH MARKETING
o Focus on the right key phrases
o
o
o
Do they show the right intent? Which phase is the user in?
Do the key phrase has decent volume?
Does the given key phrase give you conversion?
ORGANIC SEARCH
o Ranking does not matter
o Link building is still relevant.
Authority matters.
o Have quality and relevant content
SEO Advantage
o Generates non-paid traffic
o Get Citations
o G+ matters ;)
SEO Limitation
o Non-predictable
o Takes time
PAID SEARCH
o 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
EMAIL MARKETING
o 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 spam
o Design newsletters nicely
o Deliverability is the key (due to filters!)
o Keep proof of opt-in / relationship (audit!)
o WIIFM
CONTENT MARKETING
QUALITY OF CONTENT
EXECUTION TIPS
o Quality and not quantity is the key. But need enough quantity to stay
ALIVE in peoples 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 MARKETING
o 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, Mobile
o Choose the right sites to run the campaigns
o Keep the Most desired action = Low resistance action
o Do Re-targeting
AFFILIATE MARKETING
o 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 / services
o Partner recruitment is key
o Relationship management is critical / time taking
FUTURE OF DIGITAL
o 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)
CONTACT INFO
Abhishek Rungta
Indus Net Technologies
talash@indusnet.co.in
www.abhishekrungta.com
Twitter: @abhishekrungta
FB: /abhishekrungta
LinkedIn: www.linkedin.com/in/abhishekrungta
Mobile & SMS: +91 9831151614
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