IIMC Talk on Digital Marketing Mix by Aji Issac (CEO, TechShu.com)

My Topic:Understanding Digital AnimalsFor the Golden Rush
Oops! let me give my Introduction before that.

About me
Born on 26 September 1932.
After the Partition of India, my family migrated to Amritsar, India.
Studied Economics and got my bachelor's and master's degrees in 1952 and 1954
Then University of Oxford.
The title of my doctoral thesis was "India’s expert performance”
appointed the Governor of the Reserve Bank of India
And ….

Confused?

Don’t be! I am not Him
Like your venture, I am unique, I have a story of my own.
I took the challenge: Christian Youth Camp
My biggest success: I failed in St XaviersMathsHons
I loved computers
I kinda Hated Eco Times
I got interested in Business. Then End Result & Customers, it was the real WOW! Their smile was motivating!

My first venture (2002) with 3 of my friends.

2003 – 3rd Year of MCA++ (Job for a color mobile)
I joined Grmtech as the first employee to Buy Sony Ericsson T610.
I loved working
So worked till 2008
We kept Changing my profile from Programmer, Architect, Marketing, Community .. Settled for Grmtech Leader .

I left after buying Nokia N95
2007 end I bought Nokia N95 and early 2008 left Grmtech
Service Industry from Product Industry.

Service Industry was different
Was tough with proper Application, processes.
Amazing Learning experience.
Our department got closed.
We LOST our jobs!

The EXTRA Push – Formed TechShu
PrabhanjanPanigrahi(Co-founded)
Rajesh Rana
Wifey joined
TechShu just happened
TechShu = Tech + SHU
Shu = reciprocity, one word that defines life, “Do to others as you want it to be done to you”

Today I am here as
Digital Marketing Evangelist

Topic: Making Right Digital Marketing Strategy
It depends on
Phase of your business.
Strength of your business.
Current focus of your business.
And many other parameters.
Let me cover it one by one after introducing the Animals.

Animal #1: SElephantO
Search Engine O (O for Organic):
Heavy weight stuff

Factors:
Keyword Research
Content (King)
Information
Put everything under the website.
Links (Each link is like Votes)
Popular
Trust
Topic
Signals than Data – Don’t earn a crore in a month, start slow.

3 Takeaways
Get links from all possible ways
Day #1:
All PR with links
Motivate people to add content on Site
Employee
Clients
Visitors
Learn Keyword Research
Buying Keywords Vs Research Keywords
Google adwords Keyword Suggestion Tool

Mix-o-Phase

Animal #2: Deer (Affiliate Marketing)

Factors:
Affiliates (Website)
Affiliates (Third Party)
Use Search Engine for Partners
Use Social Media for Partners
Make partners everywhere!

3 Takeaways
Affiliate Marketing should be sustained till the Establishment stage.
Affiliates can also bring links, SEO value 
Every visitor can be converted to Marketing person. Hard efforts will bring in results.

Mix-o-Phase

Animal #3: HORSE(Paid Ads)
Fast
CPM, PPC, CPA, CPL, CPS

Factors:
Keyword Research
Landing Pages
Interrupt vs Search
Explore beyond Search Engine Ads
Facebook ads (Targeting segment), Interrupt ads
Contextual ads

3 Takeaways
Don’t always go for Search Ads, Understand the decision Tree & mind process.
Go slow, focus on long tail buying keywords, high search volume or low search volume doesn’t matter here.
Explore beyond Google adwords(130 characters)

Mix-o-Phase

Animal #4: Cow(Social Media)
Everyone wants to Milk it
Like Teen Sex

Factors:
Social media is like putting light on you, it can’t make you attractive, be attractive.
Be Human – Listen, Talk, Engage (Don’t promote)
It is P2P (People to People), Don’t be afraid to come forward as the person.
No policies yet, so BEWARE!

3 Takeaways
Do have your presence
(Purpose) Satisfy OR Refer
(third eye) Bookmark it for later use, I liked you but not today, will buy later.
Understand yourself, if you and your business is not attractive, use sparingly.
ROI is huge, very huge. Still not 100% measureable as the returns are long term.

Mix-o-Phase

Animal #5: Dog(Brand Reputation Management)
This is hot these days as people are talking about you every where.
Takeaway: Google alerts, RSS feeds

Advantage of Digital Marketing
It is a number game, Easy to track and measure.
That’s the future, from TVs, Mobile, Workspace everything is getting integrated.
It is gold rush
Easy to do
Easy to learn, a lot of information available

3 Bonus
Do learn it yourself during your startup phase.
Understand Analytics
Think beyond content, web is very technical, to use the power of web you need to understand technology too.

Digital Marketing Strategy
SEO, PPC, Affiliate, Social Media, Reputation Management, Web Product

Steps for Strategy Making
Put the Goals for 3 months
Pick the channel for it, decide the budget for it.
Go inside each channel and see what can be done to achieve the target.
Measure it & Revaluate it monthly.

Key points
Keywords
Channels
Budget (Organic, Paid)
Metrics (Efforts & Results)

Too Short time for in-depth

Thanks – My Green Visiting Card
@AjiNIMC
Facebook.com/Aji.Issac
linkedin.com/AjiNIMC
Meet us at Startup Saturdays (Every 2nd Saturday) & NASSCOM EMERGEOUT Conclave 28th, Jan, 2011. Also starting at IIFT on 5th Feb.

IIMC Talk on Digital Marketing Mix by Aji Issac (CEO, TechShu.com)

by Aji Issac on Feb 03, 2011

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IIMC Talk on Digital Marketing Mix by Aji Issac (CEO, TechShu.com) — Presentation Transcript