KT Internationalwww.ktmumbai.inDigital Marketing PlanBy Kavita LakhaniAPDM13 - BKC MumbaiFaculty: Priyanka KapuriaCASH COU...
Contents• Client Brief• Digital Marketing Landscape• Suggested Activitieswww.ktmumbai.in
• K-Tech are importers-retailers of high-quality office automationproducts• Have so far promoted products through print ad...
Product rangewww.ktmumbai.inPRICERS 1495ONWARDS
Customers• 20-55 years M/F across India• Individuals (Entrepreneurs/Professionals)• Institutions (Retail/QSR/Hospitality/J...
Is Online a fad or here to stay?
When I took office, only high energy physicists hadever heard of what is called the Worldwide Web...Now even my cat has it...
InteractBankLearnTravelShopEvaluateFindSearchListenWatchPlayFind infoStay up to dateMeetCommunicateentertainDateWorkONLINE...
?Marketing 3.0?
Web 3.0?“Read/Write/Execute”= The Customer Customizes
© 2008 Bates141Mobile 3.0?The whole world in my hands= My Device is Me
© 2008 Bates141The Social Grid 3.0?zero degrees of separation= I’m the centre of my universe
Shopping 3.0?Preferential Personal Purchasing Power= meCommerce
Mass media as channelsEverything as channels
PAIDEARNEDOWNEDThree main classes of media
PAID
PAIDMedia advertising
PAIDThe store as media
PAIDEARNED
EARNEDTraditional mass media
EARNEDBlogs as media
EARNEDViral videos as mediahttp://www.youtube.com/watch?v=VQ3d3KigPQM“T-Mobile Dance”
PAIDEARNEDOWNED
The product itself as mediaOWNED
The brand’s online properties as mediaOWNED
The brand’s website as mediaOWNEDwww.ktmumbai.in
THEN NOW
More Consumers are using the DigitalMediumMore Marketing efforts are beingDIGITIZEDMore Publishers have a Digital Channel
Consumers as audienceConsumers as media
Buying Snapshots36% of the usershave spent betweenRs. 1000 to 5000Source IAMAI Power Shopper Report21% of Indianonlineshop...
Questions that we need to ask...ARE WE PREPARED FOR ONLINEOPPORTUNITIES?
Questions that we need to ask...Are we Prepared For Online Opportunities?ARE WE AS A LEADING PLAYER INOFFICE AUTOMATION PR...
www.ktmumbai.in
www.ktmumbai.in
So what’s our plan?CASH COUNTING MACHINEFAKE NOTE DETECTORFAKE NOTE DETECTORELECTRONIC SAFEFAKE NOTE DETECTORELECTRONIC SA...
ObjectiveINCREASE SALESwww.ktmumbai.in
Suggested activities• Redesign the website/SEO• PPC advertising• Social media campaign• Email campaign• Affiliate marketin...
Suggested activities• Redesign the website/SEO• PPC advertising• Social media campaign• Email campaign• Affiliate marketin...
www.ktmumbai.in
Current website needs to beredesigned…critical for several reasons:for better online user experienceease of navigationneed...
Suggested activities• Redesigning the website/SEO• PPC advertising• Social media campaign• Email campaign• Affiliate marke...
PPC Advertisingon Google Adwordswill ensure your website shows at top position for specific keywordsrelated to your catego...
We have created Ads for 2 products(as requested)Electronic Lock SafesCash Counting Machine With Fake Note Detectorwww.ktmu...
Ad 1Electronic Lock SafesCash Counting Machine With Fake Note Detectorwww.ktmumbai.in
Text Ad
Text Ad
Keywords
Negative Keywords
Estimated Traffic For Chosen Keywords
Huge opportunity for the brand to enter 3 global markets - US, UK, Canada.The max CPC bid set (Rs. 12) for the campaign wi...
Display Ad CreativeLink: https://adwords.google.com/da/b/dabAdPreview?ad=33856633169&adGroup=9326373209&destinationUrl=htt...
Display Ad Has Been Created in 5 Sizes
300x250120x600160x600728x90336x280Display Ad in 5 Sizes
Display Ad Targeting
Display Ad Targeting – Keyword Exclusions
Ad 2Electronic Lock SafesCash Counting Machine With Fake Note Detectorwww.ktmumbai.in
Text Ad
Text Ad
Keywords
Estimated Traffic For Chosen Keywords
Display Ad CreativeLink: https://adwords.google.com/da/b/dabAdPreview?ad=33879451529&adGroup=9331266809&destinationUrl=htt...
Display Ad Has Been Created in 6 Sizes
300x250120x600160x600728x90336x280468x60Display Ad in 6 Sizes
The DisplayAd Will BePlaced OnThese Sites
We will create several Ad Groups and KWs in each Ad Group
Suggested activities• Redesigning the website/SEO• PPC advertising• Social media marketing• Email campaign• Affiliate mark...
GoalBranding, Engagement and Dialogue
• Build an online community of brandusers/ambassadors• Promote existing products• Introduce new products• Encourage user e...
At the outset, we will use 3 platformsFacebook, LinkedIn and YouTube
INDIASocial Media PresenceBranded ‘Page’• Targeted at Existing & Potential Customers, Employees• Updates on Product, Marke...
Daily UpdatesFeedback from CustomersDaily EngagementReporting of Happenings/Customer Reactions/Daily DealsRegular Contests...
Content Buckets:1. Existing Product Features &Services2. Special Deals on NewLaunches3. Content on ProductivityEnhancing a...
Date Weekly Activity Plan On FBActivityrecurrenceSMM goal EdgefactorIntegration15-Apr-13Introduce Smart Office Product Tip...
TechnologyMadeEasyHave you listed down all your officetechnology queries? Join us for our Live Chattomorrow at 4pm. Like u...
We created your FB page…
At the outset, we will use 3 platformsFacebook, LinkedIn and YouTube
Our existing/potential customers are on LinkedIn
Sample Company Page (of another company)Company Page will contain complete details of your company
Products & Services – Company PageInformation on Products and Services Offered• A description and image can be put for eac...
Careers Section – Company PageOpenings at K-Tech• Info on the latest openings can also be posted• Details such as Job Titl...
Taking Part in Q&A’sIdentify Seeding Opportunities• We will identify and provide suggestions for a K-Tech promoter/rep to ...
Taking Part in DiscussionThreads (Groups)Groups• We will identify relevant groups to initiate as well as participate in re...
• Company credentials andproduct showcase video• Separate product demovideos• Client speak (testimonials)Branded K-Tech Ch...
Suggested activities• Redesign the website/SEO• PPC advertising• Social media campaign• Email campaign• Affiliate marketin...
Email CampaignTargeting existing customersPotential customers-leads gained through:Offline marketing (ads, exhibitions, di...
EmailCreative
Suggested activities• Redesign the website/SEO• PPC advertising• Social media campaign• Email campaign• Affiliate marketin...
Lastly, we would like to recommendaffiliate marketing for K-Tech3 proposals attached…www.ktmumbai.in
Next Steps• We would request feedback and inputs from you– On the activities recommended in this plan– On the attached dig...
Thank you!www.ktmumbai.in
Kavita lakhani- Advanced Program in Digital Marketing - Project Submission APDM 13
Kavita lakhani- Advanced Program in Digital Marketing - Project Submission APDM 13
Kavita lakhani- Advanced Program in Digital Marketing - Project Submission APDM 13
Kavita lakhani- Advanced Program in Digital Marketing - Project Submission APDM 13
Kavita lakhani- Advanced Program in Digital Marketing - Project Submission APDM 13
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Kavita lakhani- Advanced Program in Digital Marketing - Project Submission APDM 13

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Digital Marketing Plan for K-Tech, an office automation products company

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Kavita lakhani- Advanced Program in Digital Marketing - Project Submission APDM 13

  1. 1. KT Internationalwww.ktmumbai.inDigital Marketing PlanBy Kavita LakhaniAPDM13 - BKC MumbaiFaculty: Priyanka KapuriaCASH COUNTING MACHINEFAKE NOTE DETECTORFAKE NOTE DETECTORELECTRONIC SAFEFAKE NOTE DETECTORELECTRONIC SAFEFAKE NOTE DETECTORELECTRONIC SAFECASH COUNTING MACHINEELECTRONIC SAFEFAKE NOTE DETECTORELECTRONIC SAFEELECTRONIC SAFE CASH COUNTING MACHINEELECTRONIC SAFEFAKE NOTE DETECTORELECTRONIC SAFEFAKE NOTE DETECTORCASH COUNTING MACHINECASH COUNTING MACHINEELECTRONIC SAFEELECTRONIC SAFEFAKE NOTE DETECTORCASH COUNTING MACHINECASH COUNTING MACHINEELECTRONIC SAFEFAKE NOTE DETECTORCASH COUNTING MACHINECASH COUNTING MACHINEELECTRONIC SAFEApril 2, 2013
  2. 2. Contents• Client Brief• Digital Marketing Landscape• Suggested Activitieswww.ktmumbai.in
  3. 3. • K-Tech are importers-retailers of high-quality office automationproducts• Have so far promoted products through print ads and exhibitions• Would like to explore digital marketing to increase sales• Focus to be on 2 products initially: ‘Electronic Lock Safes’ and ‘CashCounting Machines’• Competitors: Godrej, promoter driven firms and e-commerce sites likesnapdeal.comwww.ktmumbai.inYour brief
  4. 4. Product rangewww.ktmumbai.inPRICERS 1495ONWARDS
  5. 5. Customers• 20-55 years M/F across India• Individuals (Entrepreneurs/Professionals)• Institutions (Retail/QSR/Hospitality/Jewelry/Others)• Resellers (Stationary/Office Product Shops)
  6. 6. Is Online a fad or here to stay?
  7. 7. When I took office, only high energy physicists hadever heard of what is called the Worldwide Web...Now even my cat has its own page.Bill Clinton (October 10, 1996)
  8. 8. InteractBankLearnTravelShopEvaluateFindSearchListenWatchPlayFind infoStay up to dateMeetCommunicateentertainDateWorkONLINE IS IMPACTING THE WAY WE…
  9. 9. ?Marketing 3.0?
  10. 10. Web 3.0?“Read/Write/Execute”= The Customer Customizes
  11. 11. © 2008 Bates141Mobile 3.0?The whole world in my hands= My Device is Me
  12. 12. © 2008 Bates141The Social Grid 3.0?zero degrees of separation= I’m the centre of my universe
  13. 13. Shopping 3.0?Preferential Personal Purchasing Power= meCommerce
  14. 14. Mass media as channelsEverything as channels
  15. 15. PAIDEARNEDOWNEDThree main classes of media
  16. 16. PAID
  17. 17. PAIDMedia advertising
  18. 18. PAIDThe store as media
  19. 19. PAIDEARNED
  20. 20. EARNEDTraditional mass media
  21. 21. EARNEDBlogs as media
  22. 22. EARNEDViral videos as mediahttp://www.youtube.com/watch?v=VQ3d3KigPQM“T-Mobile Dance”
  23. 23. PAIDEARNEDOWNED
  24. 24. The product itself as mediaOWNED
  25. 25. The brand’s online properties as mediaOWNED
  26. 26. The brand’s website as mediaOWNEDwww.ktmumbai.in
  27. 27. THEN NOW
  28. 28. More Consumers are using the DigitalMediumMore Marketing efforts are beingDIGITIZEDMore Publishers have a Digital Channel
  29. 29. Consumers as audienceConsumers as media
  30. 30. Buying Snapshots36% of the usershave spent betweenRs. 1000 to 5000Source IAMAI Power Shopper Report21% of Indianonlineshoppers arefemale36% of the usershave spent morethan Rs. 500071% of the internetshoppers are inthe age band of18 to 35Urban Internet base: 99 million*Active Internet users: 80 million*79%male audiencerepresents a63.20 mlnstrong market*as of Dec 2012
  31. 31. Questions that we need to ask...ARE WE PREPARED FOR ONLINEOPPORTUNITIES?
  32. 32. Questions that we need to ask...Are we Prepared For Online Opportunities?ARE WE AS A LEADING PLAYER INOFFICE AUTOMATION PRODUCTS,READYTO HANDLE BUSINESS ONLINE?
  33. 33. www.ktmumbai.in
  34. 34. www.ktmumbai.in
  35. 35. So what’s our plan?CASH COUNTING MACHINEFAKE NOTE DETECTORFAKE NOTE DETECTORELECTRONIC SAFEFAKE NOTE DETECTORELECTRONIC SAFEFAKE NOTE DETECTORELECTRONIC SAFECASH COUNTING MACHINEELECTRONIC SAFEFAKE NOTE DETECTORELECTRONIC SAFEELECTRONIC SAFE CASH COUNTING MACHINEELECTRONIC SAFEFAKE NOTE DETECTORELECTRONIC SAFEFAKE NOTE DETECTORCASH COUNTING MACHINECASH COUNTING MACHINEELECTRONIC SAFEELECTRONIC SAFEFAKE NOTE DETECTORCASH COUNTING MACHINECASH COUNTING MACHINEELECTRONIC SAFEFAKE NOTE DETECTORCASH COUNTING MACHINECASH COUNTING MACHINEELECTRONIC SAFE
  36. 36. ObjectiveINCREASE SALESwww.ktmumbai.in
  37. 37. Suggested activities• Redesign the website/SEO• PPC advertising• Social media campaign• Email campaign• Affiliate marketingwww.ktmumbai.in
  38. 38. Suggested activities• Redesign the website/SEO• PPC advertising• Social media campaign• Email campaign• Affiliate marketingwww.ktmumbai.in
  39. 39. www.ktmumbai.in
  40. 40. Current website needs to beredesigned…critical for several reasons:for better online user experienceease of navigationneeds to be SE friendly to rank higher in organic searchwww.ktmumbai.in
  41. 41. Suggested activities• Redesigning the website/SEO• PPC advertising• Social media campaign• Email campaign• Affiliate marketingwww.ktmumbai.in
  42. 42. PPC Advertisingon Google Adwordswill ensure your website shows at top position for specific keywordsrelated to your categoryrelated to your competitionrelated to the purchase cyclewww.ktmumbai.in
  43. 43. We have created Ads for 2 products(as requested)Electronic Lock SafesCash Counting Machine With Fake Note Detectorwww.ktmumbai.in
  44. 44. Ad 1Electronic Lock SafesCash Counting Machine With Fake Note Detectorwww.ktmumbai.in
  45. 45. Text Ad
  46. 46. Text Ad
  47. 47. Keywords
  48. 48. Negative Keywords
  49. 49. Estimated Traffic For Chosen Keywords
  50. 50. Huge opportunity for the brand to enter 3 global markets - US, UK, Canada.The max CPC bid set (Rs. 12) for the campaign will need to be changed.Possible New Markets For Your Products
  51. 51. Display Ad CreativeLink: https://adwords.google.com/da/b/dabAdPreview?ad=33856633169&adGroup=9326373209&destinationUrl=http://www.ktmumbai.in/electronic-digital-safes.html%23double-lock-electronic-safe&height=280&hl=en_US&irsKey=4583854136428068864&isExpandable=false&ocid=2854350281&outputFormat=FLASH&s=89&templateId=31&visibleUrl=www.ktmumbai.in&width=336&sig=ACiVB_yjyvK2u2WgjTXY0-0ZAHt_wahF-Q
  52. 52. Display Ad Has Been Created in 5 Sizes
  53. 53. 300x250120x600160x600728x90336x280Display Ad in 5 Sizes
  54. 54. Display Ad Targeting
  55. 55. Display Ad Targeting – Keyword Exclusions
  56. 56. Ad 2Electronic Lock SafesCash Counting Machine With Fake Note Detectorwww.ktmumbai.in
  57. 57. Text Ad
  58. 58. Text Ad
  59. 59. Keywords
  60. 60. Estimated Traffic For Chosen Keywords
  61. 61. Display Ad CreativeLink: https://adwords.google.com/da/b/dabAdPreview?ad=33879451529&adGroup=9331266809&destinationUrl=http://www.ktmumbai.in/currency-counting-machines.html&height=280&hl=en_US&irsKey=-8937296097903116288&isExpandable=false&ocid=2854350281&outputFormat=FLASH&s=89&templateId=97&visibleUrl=www.ktmumbai.in/%2B919223355664&width=336&sig=ACiVB_xxox4a52qwnjkjwWkCHdrgScL5_Q
  62. 62. Display Ad Has Been Created in 6 Sizes
  63. 63. 300x250120x600160x600728x90336x280468x60Display Ad in 6 Sizes
  64. 64. The DisplayAd Will BePlaced OnThese Sites
  65. 65. We will create several Ad Groups and KWs in each Ad Group
  66. 66. Suggested activities• Redesigning the website/SEO• PPC advertising• Social media marketing• Email campaign• Affiliate marketingwww.ktmumbai.in
  67. 67. GoalBranding, Engagement and Dialogue
  68. 68. • Build an online community of brandusers/ambassadors• Promote existing products• Introduce new products• Encourage user endorsement/feedback• Invite feedback on desired products (ideas forportfolio expansion)
  69. 69. At the outset, we will use 3 platformsFacebook, LinkedIn and YouTube
  70. 70. INDIASocial Media PresenceBranded ‘Page’• Targeted at Existing & Potential Customers, Employees• Updates on Product, Marketing Initiatives & Customer Driven Events• Updates on Customer Relevant Content, unrelated to business• Price-offs and contests to build affinity• Long-term goal of increasing Interactivity via applications• Branding, Updates, Monitoring & Responding
  71. 71. Daily UpdatesFeedback from CustomersDaily EngagementReporting of Happenings/Customer Reactions/Daily DealsRegular ContestsDaily Fan Acquisition
  72. 72. Content Buckets:1. Existing Product Features &Services2. Special Deals on NewLaunches3. Content on ProductivityEnhancing and Cost SavingTechnology-Tips4. Customer Offers & Contests5. Invited User GeneratedContent• The recommended content strategy divides the possiblecontent into buckets• Buckets 1-2 are aimed at driving Awareness about productsamong both existing and potential customers• Buckets 3-5 are aimed at increasing Relevance andInteractivity with users• We will develop a content calendar structure and identifycontent sourcesContent Strategy
  73. 73. Date Weekly Activity Plan On FBActivityrecurrenceSMM goal EdgefactorIntegration15-Apr-13Introduce Smart Office Product Tip of the Day.Get users to like and post comments/tips. Every week, the user tip with maximum likesgets a K-Tech office goodies bag. The Smart Office Product Tip of the day needs to beposted daily. We recommend this activity is thematised weekly focusing on 1 productcategory per week -for e.g.. week 1 is on Cash Counting Machines, week 2 could beelectronic safes, week 3 could be fake note detectors etc.DailyBrandawareness,attractcustomers,retaincustomers,increase insales, servicecustomers,build acommunityComments,like, share,reply, sendan emailIntegrationrecommendedbetweenyourWebsite,FB Page,LinkedIn,Email16-Apr-13New In The Market.Announce latest product launch. Provide a special offer only to followers of the K-Tech FBpage and who have liked the featured product. Offer price available for a limited period(say 1 month from date of launch).As and whenpossible17-Apr-13Hot Seller of The Week.Post name and pic of the most selling, most popular product of the week and state itsfeatures. Get users to like and post comments.Weekly18-Apr-13Meet Our Customer.Client case study. Share a customer story (ideally a repeat/loyal/premium customer).Seek his prior approval. Encourage him to post his feedback on product features andservicing by K-Tech. Get real users/buyers to join the discussion and endorse products.Fortnightly19-Apr-13Technology Made Easy FB chat .Talk to our expert to seek advice, compare product models, which products to buy toachieve a certain goal, discuss service issues…seek user views and feedback. Introduce the"talk to our expert" feature as a free offering - this will be a weekly activity. Users can posttheir queries based on the subject and expert will respond to their queries on a real timebasis.Weekly20-Apr-13WOW Smart Office Product Monthly Contest.Users have to upload pics/videos of WOW Smart Office Products. Selection will be madeby the users through likes. Winner wins a 50% discount on any product of his choice fromthe K-Tech range.Monthly
  74. 74. TechnologyMadeEasyHave you listed down all your officetechnology queries? Join us for our Live Chattomorrow at 4pm. Like us and you could winattractive K-Tech goodies!Weekly Live ChatGuess the price for the displayed product and win a 50% discount onany product of your choice from our entire range!
  75. 75. We created your FB page…
  76. 76. At the outset, we will use 3 platformsFacebook, LinkedIn and YouTube
  77. 77. Our existing/potential customers are on LinkedIn
  78. 78. Sample Company Page (of another company)Company Page will contain complete details of your company
  79. 79. Products & Services – Company PageInformation on Products and Services Offered• A description and image can be put for each product line/service• Opportunity to get recommendations for each of the offeringshttp://www.linkedin.com/company/thomson-reuters_1400/products
  80. 80. Careers Section – Company PageOpenings at K-Tech• Info on the latest openings can also be posted• Details such as Job Title, Experience, Function, Compensation, Description, DesiredExperience can be added in this sectionhttp://www.linkedin.com/company/facebook/careers
  81. 81. Taking Part in Q&A’sIdentify Seeding Opportunities• We will identify and provide suggestions for a K-Tech promoter/rep to participate inrelevant conversations• Participating in Q&A sessions helps to increase credibility for the brand
  82. 82. Taking Part in DiscussionThreads (Groups)Groups• We will identify relevant groups to initiate as well as participate in relevantdiscussions• Answer questions on groups• Participation in discussion threads can help K-tech become a LinkedIn OfficeAutomation Technology expert
  83. 83. • Company credentials andproduct showcase video• Separate product demovideos• Client speak (testimonials)Branded K-Tech Channel
  84. 84. Suggested activities• Redesign the website/SEO• PPC advertising• Social media campaign• Email campaign• Affiliate marketingwww.ktmumbai.in
  85. 85. Email CampaignTargeting existing customersPotential customers-leads gained through:Offline marketing (ads, exhibitions, direct call-ins)Integrated with Facebook, LinkedInwww.ktmumbai.in
  86. 86. EmailCreative
  87. 87. Suggested activities• Redesign the website/SEO• PPC advertising• Social media campaign• Email campaign• Affiliate marketingwww.ktmumbai.in
  88. 88. Lastly, we would like to recommendaffiliate marketing for K-Tech3 proposals attached…www.ktmumbai.in
  89. 89. Next Steps• We would request feedback and inputs from you– On the activities recommended in this plan– On the attached digital marketing brief– Your timelines– Your budgetswww.ktmumbai.in
  90. 90. Thank you!www.ktmumbai.in

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