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


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Aji Issac (Founder & CEO, TechShu - End to End Digital Marketing Agency) talked about Digital Marketing Mix for different type of companies and different phases of business. The video will also be uploaded soon.

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

  1. 1.
  2. 2. My Topic:Understanding Digital AnimalsFor the Golden Rush<br />Oops! let me give my Introduction before that.<br />
  3. 3. About me<br />Born on 26 September 1932.<br />After the Partition of India, my family migrated to Amritsar, India.<br />Studied Economics and got my bachelor's and master's degrees in 1952 and 1954<br />Then University of Oxford.<br />The title of my doctoral thesis was "India’s expert performance”<br />appointed the Governor of the Reserve Bank of India<br />And ….<br />
  4. 4. Confused?<br />
  5. 5. Don’t be! I am not Him <br />Like your venture, I am unique, I have a story of my own.<br />I took the challenge: Christian Youth Camp<br />My biggest success: I failed in St XaviersMathsHons<br />I loved computers<br />I kinda Hated Eco Times<br />I got interested in Business. Then End Result & Customers, it was the real WOW! Their smile was motivating!<br />
  6. 6. My first venture (2002) with 3 of my friends.<br />
  7. 7. 2003 – 3rd Year of MCA++ (Job for a color mobile)<br />I joined Grmtech as the first employee to Buy Sony Ericsson T610.<br />I loved working<br />So worked till 2008<br />We kept Changing my profile from Programmer, Architect, Marketing, Community .. Settled for Grmtech Leader .<br />
  8. 8. I left after buying Nokia N95<br />2007 end I bought Nokia N95 and early 2008 left Grmtech<br />Service Industry from Product Industry.<br />
  9. 9. Service Industry was different<br />Was tough with proper Application, processes.<br />Amazing Learning experience.<br />Our department got closed.<br />We LOST our jobs!<br />
  10. 10. The EXTRA Push – Formed TechShu<br />PrabhanjanPanigrahi(Co-founded)<br />Rajesh Rana<br />Wifey joined<br />TechShu just happened<br />TechShu = Tech + SHU<br />Shu = reciprocity, one word that defines life, “Do to others as you want it to be done to you”<br />
  11. 11. Today I am here as<br />Digital Marketing Evangelist<br />
  12. 12. Topic: Making Right Digital Marketing Strategy<br />It depends on<br />Phase of your business.<br />Strength of your business.<br />Current focus of your business.<br />And many other parameters.<br />Let me cover it one by one after introducing the Animals.<br />
  13. 13. Animal #1: SElephantO<br />Search Engine O (O for Organic):<br />Heavy weight stuff<br />
  14. 14. Factors:<br />Keyword Research<br />Content (King)<br />Information<br />Put everything under the website.<br />Links (Each link is like Votes)<br />Popular<br />Trust<br />Topic<br />Signals than Data – Don’t earn a crore in a month, start slow.<br />
  15. 15. 3 Takeaways<br />Get links from all possible ways<br />Day #1:<br /> All PR with links<br />Motivate people to add content on Site<br />Employee<br />Clients<br />Visitors<br />Learn Keyword Research<br />Buying Keywords Vs Research Keywords<br />Google adwords Keyword Suggestion Tool<br />
  16. 16. Mix-o-Phase<br />
  17. 17. Animal #2: Deer (Affiliate Marketing)<br />
  18. 18. Factors:<br />Affiliates (Website)<br />Affiliates (Third Party)<br />Use Search Engine for Partners<br />Use Social Media for Partners<br />Make partners everywhere!<br />
  19. 19. 3 Takeaways<br />Affiliate Marketing should be sustained till the Establishment stage.<br />Affiliates can also bring links, SEO value <br />Every visitor can be converted to Marketing person. Hard efforts will bring in results.<br />
  20. 20. Mix-o-Phase<br />
  21. 21. Animal #3: HORSE(Paid Ads)<br />Fast<br />CPM, PPC, CPA, CPL, CPS<br />
  22. 22. Factors:<br />Keyword Research<br />Landing Pages<br />Interrupt vs Search <br />Explore beyond Search Engine Ads<br />Facebook ads (Targeting segment), Interrupt ads<br />Contextual ads<br />
  23. 23. 3 Takeaways<br />Don’t always go for Search Ads, Understand the decision Tree & mind process.<br />Go slow, focus on long tail buying keywords, high search volume or low search volume doesn’t matter here.<br />Explore beyond Google adwords(130 characters)<br />
  24. 24. Mix-o-Phase<br />
  25. 25. Animal #4: Cow(Social Media)<br />Everyone wants to Milk it<br />Like Teen Sex<br />
  26. 26. Factors:<br />Social media is like putting light on you, it can’t make you attractive, be attractive.<br />Be Human – Listen, Talk, Engage (Don’t promote)<br />It is P2P (People to People), Don’t be afraid to come forward as the person.<br />No policies yet, so BEWARE!<br />
  27. 27. 3 Takeaways<br />Do have your presence<br />(Purpose) Satisfy OR Refer<br />(third eye) Bookmark it for later use, I liked you but not today, will buy later.<br />Understand yourself, if you and your business is not attractive, use sparingly.<br />ROI is huge, very huge. Still not 100% measureable as the returns are long term.<br />
  28. 28. Mix-o-Phase<br />
  29. 29. Animal #5: Dog(Brand Reputation Management)<br />This is hot these days as people are talking about you every where.<br />Takeaway: Google alerts, RSS feeds<br />
  30. 30. Advantage of Digital Marketing<br />It is a number game, Easy to track and measure.<br />That’s the future, from TVs, Mobile, Workspace everything is getting integrated.<br />It is gold rush<br />Easy to do<br />Easy to learn, a lot of information available<br />
  31. 31. 3 Bonus<br />Do learn it yourself during your startup phase.<br />Understand Analytics<br />Think beyond content, web is very technical, to use the power of web you need to understand technology too.<br />
  32. 32. Digital Marketing Strategy<br />SEO, PPC, Affiliate, Social Media, Reputation Management, Web Product<br />
  33. 33. Steps for Strategy Making<br />Put the Goals for 3 months<br />Pick the channel for it, decide the budget for it.<br />Go inside each channel and see what can be done to achieve the target.<br />Measure it & Revaluate it monthly.<br />
  34. 34. Key points<br />Keywords<br />Channels<br />Budget (Organic, Paid)<br />Metrics (Efforts & Results)<br />
  35. 35. Too Short time for in-depth<br />
  36. 36. Thanks – My Green Visiting Card<br /> @AjiNIMC<br /> Facebook.com/Aji.Issac<br /> linkedin.com/AjiNIMC<br /><ul><li>Meet us at Startup Saturdays (Every 2nd Saturday) & NASSCOM EMERGEOUT Conclave 28th, Jan, 2011. Also starting at IIFT on 5th Feb. </li>
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