Integrating Digital Marketing presented by Mahesh Murthy (founder and CEO, Pinstorm)

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Mahesh Murthy (founder and CEO, Pinstorm), presents on Integrating Digital Marketing at the OMCAR 2009 - The Online Marketing Summit.

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  • Integrating Digital Marketing presented by Mahesh Murthy (founder and CEO, Pinstorm)

    1. 1. ∫ INTEGRATING DIGITAL M ARKETING: THE 20 RULES m ahesh@ pinstorm.com It’ alw s ays m ore beautiful w hen integrated.
    2. 2. ∫ INTEGRATING DIGITAL M ARKETING: THE 20 RULES m ahesh@ pinstorm.com 25 years. Alm as m ost any media. Grey, Ogilvy, Channel V, Pinstorm. FCB, Print, TV, Radio, Outdoor, Display, Search, Social and m ore.
    3. 3. ∫ 1 m New Like the seasons, edia com and goes. es spapers, Radio, TV and Digital. Digital: Orkut, Facebook and Twitter.
    4. 4. ∫ The pace of change is increasing. As are your 2 challenges. Insist your partner keeps up –for your ow sanity. n
    5. 5. ∫ The larger you are, the less you can 3 afford to m focus. Or m iss anage m any vendors. Let your partner manage focus.
    6. 6. ∫ Every specialist becom obsolete. 4 es W do you do w hat hen yours does?
    7. 7. ∫ 5 Digital’ bigger than you think. s 65m on net, 375m on mobile. 16m on Orkut, 7m on Facebook, 0.5m on Tw itter. 10 hours a day. SEC A, B+. Bigger than English TV on key dem os.
    8. 8. ∫ It all starts w your consum ith 6 here are they? On digital? Howm W er. any and howmuch?
    9. 9. ∫ 7 Find their path online –and followit. Awareness? Interest? Desire? Action?
    10. 10. ∫ 8 No one medium outperform others. s No arm uses just 1 w y eapon. Use the right m of all. ix
    11. 11. ∫ On building aw 9 areness and branding. Display (CPI not CPM),Contextual, Social, SEO, SM , ORM M
    12. 12. ∫ 10 On generating interest. Search (CPUV not CPC), Contextual, CPUV display, Mobile, ORM.
    13. 13. ∫ 11 Landing pages, m On increasing desire. icrosites, CPQL, social, reviewsites, mobile web
    14. 14. ∫ 12 On catalysing action. PerfectLandings, CPLV/CPA, SM Call, Chat, Call Center, S,
    15. 15. ∫ 13 Be a m Be m aster of all trades. Or a jack. edia-agnostic. Focus on audience, message. Not on
    16. 16. ∫ Compensation determines incentive. Com issions→paid m m edia. Retainers→social. Pe rfo rmanc e 14 pay.
    17. 17. ∫ 15 Structure for integration, not division. SEO, SEM Display, Virals, M , obile, Social etc are not
    18. 18. ∫ 16 Visibility: on doing better SEO. On-site: Flash, Tags, Maps, Copy, Age, Freshness. Off-site: In-bound links, PR plan, directories, High PR pages
    19. 19. ∫ Reach: on doing better SEM. W ords: Long-tail, Fresh 17 Bids: Low now CA / SCA er , T T Ads: 1 per w / page, languages ord Landing pages: Relevance, SEO, site not page Tracking: don’use GA, try newstuff t
    20. 20. ∫ 18 Impact: on doing better display. Construct: M Size: Ow the page n ovem better than still ent Message: Intrigue, don’just inform t
    21. 21. ∫ Buzz: on doing better social media Identity: Your ow don’fib. n, t 19 Character: Fit in before you try stand out. M essage: on netw ork. Blogs: ow and others. n Facebook, Orkut: Apps and fans Tw itter: Deserve to be follow ed.
    22. 22. ∫ 20 Integrate: make sm look big. all Sm can be nim –m all ble ove faster than others. Look bigger to custom and prospects. For far less m ers oney than the big guys have.
    23. 23. ∫ 0 Integrate w peace. ith Nothing to lose but your inhibitions.
    24. 24. ∫ One quick case.
    25. 25. ∫ 15 responses 1
    26. 26. ∫ 15 responses 1
    27. 27. ∫ An astounding 46% would change!
    28. 28. ∫ M didn’seem to need/use VAS ost t
    29. 29. ∫ Perception of strengths
    30. 30. ∫ Perception of weaknesses
    31. 31. ∫ W is of value to them hat ?
    32. 32.
    33. 33. ∫ Abhishek and the minister.
    34. 34. Social Media Optim ization is a set of m ∫ ethods for generating publicity through Social Media, Online Com unities and Com unity W m ebsites. m Blogs Forums Communities Social Networking Sites Video/Photo Sharing websites Virtual Reality – Second Life Thus, focus is on driving traffic from sources other than Search Engines
    35. 35. ∫ Howdid w prom this? e ote
    36. 36. ∫ SEM:
    37. 37. ∫ SEO
    38. 38. ∫ Contextual Advertising
    39. 39. ∫ On Yahoo! Answers
    40. 40. ∫ On Digg.com
    41. 41. ∫ Blog marketing We created a blog at myidea4india.wordpress.com to showcase the top ideas that were voted for on the myIdea website. We use the blog to bring to the fore what we thought were some of the best ideas. We elaborate on the issues the myIdea represented and asked users to vote accordingly. This is another way for our TG to find us.
    42. 42. ∫ On Twitter
    43. 43. ∫ Viral:
    44. 44. ∫ Contextual Display
    45. 45. ∫ Contextual Display
    46. 46. ∫ Apps: Google, Facebook, Orkut
    47. 47. ∫ Pay-for-performance
    48. 48. ∫ Integration results: • Catching up w Jaagore as the m ith ost consum er-involving campaign in India. – 3w eeks vs 12 m onths – Only online vs crores on TV • Queries from advertisers to use it as a platform for ads
    49. 49. ∫ INTEGRATING DIGITAL M ARKETING: THE 20 RULES Integrate and rule the world. m ahesh@ pinstorm.com There’ no lim to howbig you can get. s it
    50. 50. ∫ INTEGRATING DIGITAL M ARKETING: THE 20 RULES Questions? Answers? SMSes? m ahesh@ pinstorm.com

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