Increasing Margins Through Cost-Effective
and Scalable Digital Marketing Solutions
Your Extended Digital Marketing Team
Ja...
• State our POV on industry landscape with implications
• Present product offering
• Present our credentials and fit
• Out...
POV on Industry Landscape
 More elements in paid search
 Local search gaining prominence – key
factor for
 Google’s increasing desire to be a
des...
Consumers are increasingly turning to internet to look for local
business information
Source: Local Search Study Results a...
Finally, social media usage is on an increase across all consumer
segments.
Source: Harris Interactive, 2010
• Ever growing pressure to keep pace with this frenetic growth &
changing digital space
– Can you keep pace with Google & ...
What We Offer
© 2010. All rights reserved. DiCon Interactive, Proprietary and Confidential. 8
• Solution:
– Be your extend...
Product Offering
How can we help you?
• Operational help across Paid Search, SEO, Social Media Advertising
(Facebook, LinkedIn) and Web Ana...
Paid Search
End-to-end or a la carte operational
support in all elements of Paid Search
Analytics &
Insights
Campaign
Stru...
Search Engine Optimization
End-to-end or a la carte operational
support in all elements of SEO
Traffic &
Rankings
Analysis...
Social Media Advertising
Connect with audiences beyond the
search engines
- Identify demographics / psychographics
of diff...
Web Analytics
Inform & improve SEO, PPC & Social Media
campaigns through analysis & forecasting
- Identify performance met...
OUR CREDENTIALS
Who Are We
• DiCon is a digital marketing services firm serving agency customers
• We offer outsourcing services to our ag...
Why Us? – Process Focus
• Process, process, process
– General operations manual covers every area where we support you
– C...
Why Us? – Specialist
Approach
• Specialist teams with in-depth
knowledge
– Skilled specialists (e.g., keyword
development,...
Why Us? – Technology
• Technology
– Platform and application agnostic
– Ability to quickly learn tools used by client
– Pr...
How We Work With You
How we work with you?
Account
Manager
Account
Manager
Account
Manager
Account
Manager
Agency
Teams
Client
Relationship
Man...
How we work with you?
 Use project management tool to assign and take tasks
 Keep updated on status
 Post deliverables
...
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DICON DIGITAL ADVERTISING

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Dicon interactive

  1. 1. Increasing Margins Through Cost-Effective and Scalable Digital Marketing Solutions Your Extended Digital Marketing Team January 2011
  2. 2. • State our POV on industry landscape with implications • Present product offering • Present our credentials and fit • Outline how we will work with you Document Outline
  3. 3. POV on Industry Landscape
  4. 4.  More elements in paid search  Local search gaining prominence – key factor for  Google’s increasing desire to be a destination page  Growth of Facebook & LinkedIn  Explosion of Mobile ads  Continued growth of behavioral marketing (email) Our POV on Digital Marketing..2011 Trends..
  5. 5. Consumers are increasingly turning to internet to look for local business information Source: Local Search Study Results at SMX East By Matt McGee on Oct 10, 2010 “Local search” is among the fastest growing internet media
  6. 6. Finally, social media usage is on an increase across all consumer segments. Source: Harris Interactive, 2010
  7. 7. • Ever growing pressure to keep pace with this frenetic growth & changing digital space – Can you keep pace with Google & Bing? – How about new networks and devices? • More sophisticated client – Looking under the hood – Questioning every piece of data (not to mention suggesting bid changes ) – Threat of taking in-house • More time spent on fire-fighting – Less time on strategy – Less client face time • Eroding margins – Highly competitive marketplace – Economic uncertainty What this means to you..
  8. 8. What We Offer © 2010. All rights reserved. DiCon Interactive, Proprietary and Confidential. 8 • Solution: – Be your extended digital marketing team taking care of operational aspects. – Cost-effective offering using optimal resources from Chicago and India – If required, white labeled dedicated staff with your agency’s email ID • Benefits to you – Increased margins – Ability to scale quickly – Reduced risk in uncertain economy (no hiring and firing) – Additional savings relating to recruiting & training – More time spent on client strategy (less on fire-fighting) – More client face time – Ability to quickly offer new products and services
  9. 9. Product Offering
  10. 10. How can we help you? • Operational help across Paid Search, SEO, Social Media Advertising (Facebook, LinkedIn) and Web Analytics Paid Search SEO Social Advertising Web Analytics
  11. 11. Paid Search End-to-end or a la carte operational support in all elements of Paid Search Analytics & Insights Campaign Structure Keyword Generation Copy Development Trafficking Bid Optimization Reporting - Consumer Insights - Competitive Research - Forecasting (regression model) - 3rd party tools, like Adgooroo - Right mix of product, consumer, keyword type (brand, generic) and other types of ad groups - Develop ad groups & hierarchy - Understanding consumer queries - Keyword expansion, including long tail, misspellings, negative keywords - 3rd party research tools, like Wordtracker - Understanding consumer needs - Compare competitors’ copy - Landing page recommendations - Landing page verification - Potential A/B testing - 3rd party campaign management tools, like Acquisio - Automated vs. Manual bidding - Budget monitoring - Day, week, month, quarter, YTD budgets - Estimated vs. Actual - Performance insights - Test results - Executive dashboards
  12. 12. Search Engine Optimization End-to-end or a la carte operational support in all elements of SEO Traffic & Rankings Analysis Keyword Research On-Site SEO Off-site Promotion Reporting - Competitor site analysis - On-page & off-site analytics - Identify top keywords by volume and relevance - Map keywords to relevant pages - Meta-tags, content recommendations - Indexation, sitemap - Graphics & image labeling - Site design & architecture recommendations - Social Bookmarking - Directory Listings - Blog posting - Article submission - One-way Link building - SERP, traffic, ranking
  13. 13. Social Media Advertising Connect with audiences beyond the search engines - Identify demographics / psychographics of different sets of audiences - Relevant messaging for each audience set - Schedule and launch multiple campaigns - Monitor campaigns and adjust bids as necessary - Derive insights from campaign reports - Revise campaign strategy, optimize targeting, messaging based on reports Audience Research Message Creation & Testing Campaign Trafficking Bid Management Conversion Tracking & Reporting Optimization
  14. 14. Web Analytics Inform & improve SEO, PPC & Social Media campaigns through analysis & forecasting - Identify performance metrics & variables - On-site analysis - Click-path analysis - Consumer lifecycle analysis - Modeling traffic, ranks & ROI - A/B testing - Multivariate analysis Goal Setting Analysis & Forecasting Testing Reporting - Using 3rd party analytics tools, for ex. Google Analytics
  15. 15. OUR CREDENTIALS
  16. 16. Who Are We • DiCon is a digital marketing services firm serving agency customers • We offer outsourcing services to our agency partners in the areas of – Paid Search – SEO – Social Media Advertising, and – Web analytics • Our relentless focus on quality is enabled by: – Well defined processes – Highly trained specialists teams (reporting, campaign build, etc.) – Dedicated quality control team and compliance – Propriety apps in the areas of Project Management and Quality Control • Our well-rounded team with years of experience from consulting, direct marketing and digital advertising develops out-of-the-box, practical and result- oriented digital campaign ideas.
  17. 17. Why Us? – Process Focus • Process, process, process – General operations manual covers every area where we support you – Custom design operations manual for every client – Dedicated QC and Process Improvement constantly refine processes
  18. 18. Why Us? – Specialist Approach • Specialist teams with in-depth knowledge – Skilled specialists (e.g., keyword development, copy creation, bid management) – Stringent recruiting process – engineers (analytical skills), MBA (project management and communication skills) or mass communication (creative skills) • Well-developed training program • More than 100 years of combined internet marketing experience • Refined campaign management process developed over 1000’s of client campaigns Client Relationship Manager Project Manager Campaign Structure Keyword Development Copy / Content Creation Trafficking Reporting Analytics On-page Optimization Off Page Optimization Paid SEO SM X X X X X X X X X X X X X X X X X X Teams of Specialists
  19. 19. Why Us? – Technology • Technology – Platform and application agnostic – Ability to quickly learn tools used by client – Proprietary Project Management tool in development – QC apps
  20. 20. How We Work With You
  21. 21. How we work with you? Account Manager Account Manager Account Manager Account Manager Agency Teams Client Relationship Manager Project Manager Campaign Structure Keyword Development Copy / Content Creation Trafficking Reporting Analytics On-page Optimization Off Page Oprimization Paid SEO SM X X X X X X X X X X X X X X X X X X Teams of Specialists • Assigned project / client service manager – typically with a Master’s degree , domain experience and management expertise • Interacts with our team of skilled specialists
  22. 22. How we work with you?  Use project management tool to assign and take tasks  Keep updated on status  Post deliverables  Pose questions  Quality Control and Process Improvement team constantly monitors to ensure quality of deliverables  Weekly reports & status calls with leadership team  Quarterly review of  What worked?  What can we improve?

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