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  • V4:Cookie windows can be set up to be anything between 1 and 90 days.Before V4: 7, 15, 30, 45, 60 and 90 days

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  • 1. Digital marketing for startups By Gayathri Choda Copyright: gayatrichoda@gmail.com 8/23/2013
  • 2. Agenda  Digital Marketing – Introduction  Digital Marketing Channels  Display  Search  Social  CRM  Analytics  Testing & targeting  Measuring Success – ROI Copyright: gayatrichoda@gmail.com 8/23/2013
  • 3. Digital marketing - Introduction Copyright: gayatrichoda@gmail.com 8/23/2013
  • 4. Introduction  Having an awesome product is half the battle won however you need to promote it and identify your product/market mix  As a Startup owner, you have your product sales priorities as, To take the product/service to the target market Convince your customers to try the product/service Convert them to use your product /service Awareness Engagement Conversion Copyright: gayatrichoda@gmail.com 8/23/2013
  • 5. Business questions – Examples  Marketing helps you to take your product and convert the users. It also helps you answer the questions as,  How to take your product/service to market?  How to be in top results for your product related search?  What is the most influential features of your product/ services for users?  How to get the feedback for your product or services from users?  Who are the people using your product/service and how to improve their user experience? • In today‟s world, its much easier to reach and convert the customers via digital marketing channels Copyright: gayatrichoda@gmail.com 8/23/2013
  • 6. 1994: Banner ads, pay-per- impression Banner ads for Zima and AT&T appear on hotwired.com. 1998: Sponsored search, pay-per-click 1st-price auction GoTo.com develops keyword- based advertising with pay-per- click sales. 2002: Sponsored search, pay-per-click 2nd-price auction Google introduces AdWords, a second- price keyword auction with a number of innovations. 1996: Affiliate marketing, pay- per-acquisition Amazon/EPage/CDNow pay hosts for sales generated through ads on their sites. History of digital marketing 2006: Social marketing, With launch of Facebook and twitter, social media marketing started picking working on the CPM and CPC model sales of ads Copyright: gayatrichoda@gmail.com 8/23/2013
  • 7. Digital Marketing in 2013 Copyright: gayatrichoda@gmail.com 8/23/2013
  • 8. 1) Identify the channels that you need to be use to reach your users 3) Create content which attracts different users needs 2) Research user types to identify different profile groups 4) Update process continuously with defined success metrics With primary research, know most active channels for your users base To reduce gap in product promises and client expectations To tie the campaign objectives to higher business goals and to use appropriate marketing tactics To the accountability and monetization of the marketing practice success Your product features and brand information Your marketing communication Digital Marketing – Strategy Copyright: gayatrichoda@gmail.com 8/23/2013
  • 9. Direct traffic Social Media Display advt. Paid Search (SEM) Natural Search (SEO) Email & RSS (Subscribed) Inbound marketing Outbound marketing Organic Product Homepage Others Content interaction Qualifie d Leads for sales Telephonic Trade Shows & organizations Print & press releases Newsletter Digital Marketing – Consumer Journey Copyright: gayatrichoda@gmail.com 8/23/2013
  • 10. SMS Websit e Display Search Social CRM Direct Banner ads Video ads Paid Search Organic Search Native Sponsored Email Content Mobile Apps Standard Rich Media Contextual Search Results Digital Marketing – Channels Conversions Copyright: gayatrichoda@gmail.com 8/23/2013
  • 11. Digital marketing - Pricing  Digital marketing typically a service business model.  For the resources and usage of skill-set, it works on,  Fixed cost model  Variable cost model  Mixed cost model  For digital inventory, it works on  CPM (Cost per thousand impressions)  CPC (Cost per click)  CPA (Cost per action/conversion)  For digital marketing technology tools, it works on  Licensing model  Usage model Copyright: gayatrichoda@gmail.com 8/23/2013
  • 12. Digital marketing - Display Copyright: gayatrichoda@gmail.com 8/23/2013
  • 13. Digital Marketing – Display SMS Websit e Display Search Social CRM Direct Banner ads Video ads Paid Search Organic Search Native Sponsored Email Content Mobile Apps Standard Rich Media Contextual Search Results Banner ads:  Includes standard and rich media banners which will be published on different websites Use to give more creative concepts to the product messaging Done via ad creation, serving by buying “ad units”  Need to pay for creative’s, serving and buying Video ads: Includes all video type of ads Use to give longer and interactive creative concepts to the product messaging Done via video creation, serving by buying “ad units” on video channels  Need to pay for creative’s, serving and buying Copyright: gayatrichoda@gmail.com 8/23/2013
  • 14. Display Marketing – Introduction  Display advertising refers to web advertising displaying the message using graphical information beyond text.  Includes image, rich media, floating, transitional etc  A clear advantage consumers have with online advertisement is the control they have over the product, choosing whether to check it out or not  Digital advertisement can also be classified as Digital Promotions Copyright: gayatrichoda@gmail.com 8/23/2013
  • 15. Display Marketing – Example Copyright: gayatrichoda@gmail.com 8/23/2013
  • 16. Display Marketing – Types of ads  Types of ads:  Standard banners:  300x250, 90x260, 120x60 ( Maintained by IAB)  Rich Media banners:  Interactive banners ads  Video banners:  Standard video banners  Interactive video banners  Mobile ad  SMS text ad  multi-media message  Banner ad in apps or mobile websites Copyright: gayatrichoda@gmail.com 8/23/2013
  • 17. Display Marketing – Tools used  Publishers (websites which display ads) has technology for the ad-serving on their websites  Third party ad-serving technologies are also available which are used to collect the served ads data  Both use different sets of tags to collect the desired data  The tools that are popular in the marker today are,  DFA: Dart for Advertisers  Mediamind  Atlas  Pointroll Copyright: gayatrichoda@gmail.com 8/23/2013
  • 18. Display Marketing – DFA Interface Copyright: gayatrichoda@gmail.com 8/23/2013
  • 19. Display Marketing – Mediamind Interface Copyright: gayatrichoda@gmail.com 8/23/2013
  • 20. Display Marketing – Data metrics  Commonly used metrics are – (per ad)  Impressions (targeted, served & reported), clicks, click through rate, interaction rate, dwell rate, conversions, conversion rate, return on investment, absolute unique visitors, visibility rate, view ability rate, view ability impressions  There are measured using cookies and tags Copyright: gayatrichoda@gmail.com 8/23/2013
  • 21. Display Marketing – Cookies  Cookies are a piece of java script that executed on browsers to collect data and for faster loading  It is the predefined number of days considered before a user conversion, during which user actions (impressions and clicks) are counted. The Number of Events: For Cookie Window 1: 1 impression, 1 click For Cookie Window 2: 2 impressions, 2 clicks * Same cookie window for impressions and clicks Cookie Window 2 * Impression Cookie Window 1 * Click ClickImpression Conversion Copyright: gayatrichoda@gmail.com 8/23/2013
  • 22. Display Marketing – Pricing Ad format CPM CPC CPA Standard banner Rs 3-5 Rs 3-5 Rs 25-40 Rich Media Rs 15-20 Rs 20-30 Rs 80 - 120 Video ad Rs 30- 50 (Depending on weight) Rs 50-80 Rs 250 -1,000 Ad Network Rs 0.50 – 1.5 Rs 0.50 – 2 Rs 50-100 Copyright: gayatrichoda@gmail.com 8/23/2013
  • 23. Digital marketing - search Copyright: gayatrichoda@gmail.com 8/23/2013
  • 24. Digital Marketing – Search SMS Websit e Display Search Social CRM Direct Banner ads Video ads Paid Search Organic Search Native Sponsored Email Content Mobile Apps Standard Rich Media Contextual Search Results Organic Search: (SEO) Known as Search Engine Optimization Used to get Top Rank in Google Search Results Done via Keyword optimization, meta tagging, link tagging etc No need to pay any money for search engine Paid Search: (SEM) Known as Search Engine Marketing Used to get ad placements in search results Done via Keyword bidding using Adwords etc Need to pay money for search engine via CPC Copyright: gayatrichoda@gmail.com 8/23/2013
  • 25. Search Marketing – SEO  Search Engine Optimization, also known as SEO, is the process of increasing the amount of visitors to a Website by ranking high in the search results of a search engine.  The higher a website ranks in the results of a search, the greater the chance that site will be visited by a user. It is common practice for Internet users to not click through pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toward the site.  SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine. Copyright: gayatrichoda@gmail.com 8/23/2013
  • 26. Search marketing (SEO) – Example Copyright: gayatrichoda@gmail.com 8/23/2013
  • 27. SEO – Process  Search Engine Optimization (SEO) is a highly technical process, but for online websites it's also a critical business process. Copyright: gayatrichoda@gmail.com 8/23/2013
  • 28. SEO – Google Enabled Attributes Copyright: gayatrichoda@gmail.com 8/23/2013
  • 29. SEO – Details  SEO has mainly two steps to implement  Step 1: Keyword search and competitor analysis  Review site structure and search engine rankings for client website and that of their competitors  Identify keywords that their customers are likely to enter in the search engine to find their website  Step 2: Site optimization  Optimizing your site will typically take 10-15 business days, depending on goals , no of pages and Complexity of site  A list of recommended keywords to be used in your existing page content Copyright: gayatrichoda@gmail.com 8/23/2013
  • 30. SEO – Keyword Research Tool (Ad words) Copyright: gayatrichoda@gmail.com 8/23/2013
  • 31. SEO – Site Optimization  Site optimization contains 3 important steps  On-page site optimization  Off-page site optimization  Link building Copyright: gayatrichoda@gmail.com 8/23/2013
  • 32. SEO – Link Building  Boosting page rank is the next priority for optimized site. When all other factors are equal, search engines will always favor the page with a higher page rank.  Page rank is essentially 'link popularity.' It's a reflection of how many other websites contain links pointed at website. (these are also called 'inbound links' or 'non-reciprocal links.„)  Google, Yahoo, MSN, Ask Jeeves, AltaVista and others place great importance on incoming links. A large number of high-quality incoming links can help your website beat the competition in the search engine rankings  Not all links are created equal. Search engines evaluate the incoming links to determine the 'quality' of the link. Copyright: gayatrichoda@gmail.com 8/23/2013
  • 33. Search Marketing – SEM  Search Engine Marketing, also known as SEM, is the process of showing ads next to the organic results.  The ads that are showing are selected based on a bidding algorithm which takes into consideration, the relevance of the ads to search results, the keyword bidding prices and also popularity of the keyword  SEM ads are of two types  Search results ads: Ads that are shown next to or on top of the organic results  Contextual ads: Ads that are shown on the websites which uses Google as default search engine Copyright: gayatrichoda@gmail.com 8/23/2013
  • 34. SEM Marketing – Example Copyright: gayatrichoda@gmail.com 8/23/2013
  • 35. SEM – Details  Keyword bidding is the process for enabling SEM marketing. One of the popular tools is Adwords for Google.  Keyword research tools helps to understand the demand and estimated price per keyword  This works on CPC buy model and gets billed once in a month. Copyright: gayatrichoda@gmail.com 8/23/2013
  • 36. SEM – Tools (Ad words) Copyright: gayatrichoda@gmail.com 8/23/2013
  • 37. Copyright: gayatrichoda@gmail.com 8/23/2013
  • 38. Search Marketing – Data metrics  Commonly used metrics are – (per keyword)  Impressions (reported), Clicks, click through rate, Conversions, Conversion rate, Return on investment, eCPC, eCPA,  There are measured using Cookies and tags Copyright: gayatrichoda@gmail.com 8/23/2013
  • 39. Search Marketing – Pricing Keyword types CPC Branding Keywords Rs 0.5-2 Popular keywords Rs 40-100 Competition Keywords Rs 20-30 Copyright: gayatrichoda@gmail.com 8/23/2013
  • 40. Digital marketing – Social Copyright: gayatrichoda@gmail.com 8/23/2013
  • 41. Digital Marketing – Social SMS Websit e Display Search Social CRM Direct Banner ads Video ads Paid Search Organic Search Native Sponsored Email Content Mobile Apps Standard Rich Media Contextual Search Results Native Advertising: Creating and Maintaining the Social Platform pages like posts, tweets etc Providing content calendar and social media strategy No need to pay any money for social channels Paid Search: (SMM) Known as Social Media Marketing Used to get ad placements in news feeds Done via subscribing to social adverting program Need to pay money for social platforms Copyright: gayatrichoda@gmail.com 8/23/2013
  • 42. Social Marketing – Introduction  Social marketing is the process of creating reach and engagement on-site and off-site with social networks in reference to your own product related content.  The ultimate goal is to enable brands to measure the return on investment for social media activities and make more accurate, customer-driven decisions about social.  Social media marketing is of two types  Native advertising – Maintaining brand pages and influencing users on social marketing  Sponsored ads – Paid content related to the brands Copyright: gayatrichoda@gmail.com 8/23/2013
  • 43. Social Marketing – Examples Copyright: gayatrichoda@gmail.com 8/23/2013
  • 44. Social Marketing – Details  Social marketing works on the influencer model. It enables the brand to reach based on the “word of mouth” of the users and their contacts  Brands can create the content which influences the users to like and engagement with it and ultimately create a positive brand affinity and leads to purchase  Social marketing is not designed to drive ROI however its ultimate goal should be bottom line sales. Copyright: gayatrichoda@gmail.com 8/23/2013
  • 45. Social Marketing – Data metrics  Commonly used metrics for social marketing/monitoring  All the metrics that are valid for display will be valid here  Likes per pages/post , No. of comments, influencer rate, engagement per post, no. of tweets, retweets, depth of a tweet.  There are measured using social channels analytics tools for on-site engagement  For the engagement happening regarding the brand is measured via social monitoring tools Copyright: gayatrichoda@gmail.com 8/23/2013
  • 46. Digital marketing – CRM Copyright: gayatrichoda@gmail.com 8/23/2013
  • 47. Email marketing – Introduction  Email marketing also know as permission marketing is one of the oldest forms of marketing.  There are two types of email marketing.  Explicit permission marketing  Implicit permission marketing  Both are powerful marketing forms, but there is a good probability people will consider them spam if the messages are not relevant over the time  Using the tracking parameters, we can collect different metrics, however these are very different from normal metrics that we collect via websites Copyright: gayatrichoda@gmail.com 8/23/2013
  • 48. Email Marketing – Examples Copyright: gayatrichoda@gmail.com 8/23/2013
  • 49. Email marketing – Details  Email marketing is very effective if maintained as an integral communication channel of campaigns  Its little costly compared to the remaining forms of marketing and need to be maintained for valid customers  Its powerful channel to increase the loyal users and keep them for up-selling and cross-selling  This is also very good medium to conduct surveys Copyright: gayatrichoda@gmail.com 8/23/2013
  • 50. Email marketing – Data Metrics  The metrics that are used for email marketing success are,  No. of emails sent  No of successful emails sent  No of emails opened  Open rate  No of emails read  CTR from emails  No of responses  Response rate Copyright: gayatrichoda@gmail.com 8/23/2013
  • 51. Digital marketing – Analytics Copyright: gayatrichoda@gmail.com 8/23/2013
  • 52. Context for Digital Analytics  DSS – Decision Support System  A conceptual framework for a process of supporting managerial decision- making, usually by modeling problems and employing quantitative models for solution analysis  BI - Business Intelligence subset of DSS  An umbrella term that combines architectures, tools, databases, applications, and methodologies  BA - Business Analytics subset of BI  The application of models directly to business data  Assists in making strategic decisions  DA – Digital Analytics subset of BA  The application of business analytics activities to Web-based processes, including e-commerceCopyright: gayatrichoda@gmail.com 8/23/2013
  • 53. SMS Websit e Display Search Social CRM Direct Banner ads Video ads Paid Search Organic Search Native Sponsored Email Content Mobile Apps Standard Rich Media Contextual Search Results Banner performance data Keyword performance data Influencer performance data Content performance data Mobile performance data Websiteperformancedata D i g i t a l a n a l y t i c s Digital analytics - Introduction Copyright: gayatrichoda@gmail.com 8/23/2013
  • 54. Digital analytics – Details  As the web analytics covers the “internet” usages, it can be divided into two types 1. On-site: Web traffic information on a particular website. This is the information collected AFTER a user reached the website Ex: No. of users visited the site – Cricinfo.com 2. Off –site: Web traffic information on the internet as a whole Ex: Buzz and sentiment for „Sachin Tendulkar‟ Copyright: gayatrichoda@gmail.com 8/23/2013
  • 55. Digital analytics – Details  Digital analytics practice can be used to analyze the both offline and online outcomes  This digital analytics data can include  KPIs  Clickstreams  Performance Data  Surveys  Testing & Targeting  Competitive analysis  But most important point is asking the question – Why the outcome is what it is and how it is Copyright: gayatrichoda@gmail.com 8/23/2013
  • 56. Digital analytics – Tools (Omniture) Copyright: gayatrichoda@gmail.com 8/23/2013
  • 57. Digital analytics – Tools (Google Analytics) Copyright: gayatrichoda@gmail.com 8/23/2013
  • 58. Digital analytics – Data metrics  Visits and visitor reports  Pageviews, visits, visitors, unique visitors  Engagement reporting  Avg pages per visit, avg. time spent on page, avg. time spent on site, bounce rate  Conversions/Goals reporting  Conversions per action, conversion rate  Path Analysis  No. of steps in a conversion path Copyright: gayatrichoda@gmail.com 8/23/2013
  • 59. Testing and targeting - Introduction Copyright: gayatrichoda@gmail.com 8/23/2013
  • 60. Testing - Introduction  Testing is the technique used to know the actual intent of the customers who are visiting a website  Though a website has a major goal like, content production or e-commence or engagement. There are micro elements that are also part of this. Ex: Looking for careers link in Amazon web site.  So its important to know how each group of users are responding to different group of people.  We can use testing to know the known- unknown elements Copyright: gayatrichoda@gmail.com 8/23/2013
  • 61. Types of tests  There are many types of testing techniques that are used. Most popular are,  A/B testing or Split testing  MVT testing or Multivariate testing or bucking testing  Any testing technique requires to have the hypothesis ready and the have a clear definition of test elements  By testing, you cant derive new learning‟s other than the elements that we have hypothesis for. Copyright: gayatrichoda@gmail.com 8/23/2013
  • 62. A/B testing – Details  AB testing compares the effectiveness of two versions of a web page, marketing email, creative images, landing pages – in order to discover which has better response rates, better conversion rates, etc.  AB testing will test two samples of the test – Control and test groups, to see which single variable is most effective in increasing a response rate or other desired outcome  To be effective, the test must reach an audience of sufficient size that there is a reasonable chance of detecting a meaningful difference between the control and other tactics Copyright: gayatrichoda@gmail.com 8/23/2013
  • 63. A/B testing – Tools  Example: A company want to test two banners of a creative reaching out to 5000 people.  First 2500 people got a offer with CTA “Buy now”  Next 2500 people got a offer with CTA “Learn more”  All other elements of the creative remain the same  Record CTR for each banner and that will be the winning banner  Tools that provide that reports are, Google Analytics content experiments, Optimizely, Visual website optimizer, Unbounce, Omniture T&T, Personyze, Plumb5 Copyright: gayatrichoda@gmail.com 8/23/2013
  • 64. MVT testing – Details  Multivariate technique for testing hypotheses on complex multi-variable systems, especially used in testing market perceptions  Multivariate testing is usually employed in order to ascertain which content or creative variation produces the best improvement in the defined goals of a website, whether that be user registrations or successful completion of a checkout process  Testing can be carried out on a dynamically generated website by setting up the server to display the different variations of content in equal proportions to incoming visitors Copyright: gayatrichoda@gmail.com 8/23/2013
  • 65. MVT testing – Details  Dynamic creative optimization is the application of MVT testing. An automatic system will show the high performing creative to audience by testing the algorithm for targeted profiles  In a nutshell, multivariate testing can be seen as allowing website visitors to vote with their clicks for which content they prefer and will stand the most chance of their proceeding to a defined goal  This is one of the high growth area in digital marketing in the current digital marketing. All vendors who support AB testing are supporting this Copyright: gayatrichoda@gmail.com 8/23/2013
  • 66. Re-targeting – Details  Re-targeting is one of the popular targeting technique that is used today  Re-targeting is used in identifying the group of audience which fits the segment definition and giving them a relevant message for their next visit  This targeting can be applied on specific web-site or on an ad-network or with specific publisher website  Retargeting can happen based on any action. Ex: Click on the banner, drop out from the cart, visit to the site etc. Copyright: gayatrichoda@gmail.com 8/23/2013
  • 67. Re-targeting – Tools  Retargeting can be done four segment bases: demographic, geographic, behavioral, psychographic  While using this technique, you can use the same message or different messages fine tuned  Currently all ad serving platforms are supporting re- targeting for media  Web analytics tools like – Omniture and Google Analytics has also that capacity Copyright: gayatrichoda@gmail.com 8/23/2013
  • 68. Digital marketing – Measuring success Copyright: gayatrichoda@gmail.com 8/23/2013
  • 69. Digital Marketing - Approach  Technology – 20%,  People – 30%,  Process – 50% Process People Tech. Copyright: gayatrichoda@gmail.com 8/23/2013
  • 70. Digital marketing – Measuring success 5-step process  Step 1: Identify the business objectives  Why your website exists?  What the macro and micro task?  What and how digital channels are used? Etc.  Step 2: Establish goals and identify related KPI‟s  What you want to achieve for your website at the end of a year?  How to want to measure your success?  How do you want to measure the success of your vendors? Copyright: gayatrichoda@gmail.com 8/23/2013
  • 71. Digital marketing – Measuring success  Step 3: Set realistic targets to reach them and agree with all stakeholders  How much, defines the success of the efforts?  Do your team and big boss agree for it?  Does your finance team support this?  Step 4: Review target achievement at specific periods  When to review the results?  How often to review the results?  Step 5: Take preventive or corrective actions to maintain the intended course  How to address if a risk is faced?  How to make changes to the initial course of actions? Copyright: gayatrichoda@gmail.com 8/23/2013
  • 72. Digital Marketing – Measurement framework Marketing Measurement Framework 1) For Industry Insights 2) Existing user surveys 3) New user groups 4) Feedback 5) Tie up with research groups Step 0: Researc h 1) Establish brand guidelines 2) Create content plan 3) Identify target groups 4) Enroll trade associations and groups 5) Plan score cards Step 1: Plan 1) Define business metrics 2) Define turn-around times 3) Create Quality score for leads 4) Define R&R Step 2: Define 1) Identify resources 2) Execute content plan 3) Follow up on the requests 4) Tie up with industry leaders like Google for affiliate marketing Step 3: Execute 1) Measure success 2) Identify the working channels 3) Optimize low performing below channels Step 4: Measure Step 5: Update 1) Update the process by the learning’s 2) Update strategy with agreed timelines 3) Feedback to planning Copyright: gayatrichoda@gmail.com 8/23/2013
  • 73. Digital Marketing – Framework advantages Strategic win • ROI maximization by finding the opportunities • Publisher value segmentation • Increase of effectiveness of media mix If implemented, estimated value is 20-25% (>) of exposed digital media spend*# * Calculated by considering testing and targeting techniques and negotiation of better rates Tactical quick win • ROI monetization and gap correction • Publisher value negotiation • Increase of effectiveness of media by better targeting If implemented, estimated values is 15-20% of exposed digital media spend *# * Calculated by considering ad optimization and reduction of bounce rates ValueaddforClient TODAY Q4 2013 H1 2014 Low hanging fruits • ROI realization and gap identification • Publisher value gauge • Reduction of wastage by better planning If implemented, estimated value is 5-15% of exposed digital media spend*# * Considering visibility & frequency capping and other reports been implemented Copyright: gayatrichoda@gmail.com 8/23/2013
  • 74. Thank you For any queries contact: gayatrichoda@gmail.com www.datapub.in Copyright: gayatrichoda@gmail.com 8/23/2013