Going Digital for Marketing Success
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This presentation will help you get started on the road to implementing effective digital marketing campaigns for your company.The presentation covers principles and processes as well as the tools and techniques to implement a digital marketing strategy. This presentation will help you harness the power of digital marketing as a core driver of marketing strategy for your organisation.
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Going Digital for Marketing Success
- 1. Going Digital for Marketing Success Presented by: Andrew Rabindra Digital Marketing Professional
- 2. Offline Consumer Behaviour is Changing with Internet Penetration in India
- 3. Digital Marketing solves the problem
- 4. Digital Marketing Tools and Techniques
- 9. Implementing Digital Marketing Strategy
- 12. Choose Right Tools to Track Mentions
- 13. Defining and Understand Audience
- 14. Rank and Prioritise Audience
- 15. Choose the Right Digital Channel
- 16. Determine the Digital Marketing Budget
- 17. Create an Action Plan Calendar
- 18. Analyse, Iterate and Measure Digital Success
Editor's Notes
- Hello Everyone!!! Welcome to this presentation on “Going Digital for Marketing Success”, where we are going to discuss how organisations are using digital marketing to reach their customers profitably. My name is Andrew Rabindra. I am a digital marketing professional, passionate about evangelising companies both big and small, about the advantages of using digital marketing. I would like to take the next 45 minutes to: Frame the problem digital marketing can solve, And then, talk though what I think is the best approach for digital marketing I hope as we wrap up, you will agree that digital marketing has the best answers for a company’s marketing success and will start thinking about steps to build a didigal marketing strategy for your company.
- To start with, I would like you to think about how the internet is influencing the Indian Consumer. 2015 saw what is called the “Age of the Digital Baba” in the Indian Consumer. 70% of Indian consumers know the exact brand and model they want through online research before entering a store, a study conducted by Google India has said. The study highlighted two facts about internet in India: Internet helps in awareness and impacts decisions of final purchase It is impacting decision in Semi-Urban India as well and mobile seems to be a strong medium to connect to the internet This clearly shows how offline behaviour of consumers is changing with increasing internet/ digital penetration in India. Hence, it has become important to strengthen a companies digital assets to reach its audience effectively.
- Digital marketing strategy, tools and solutions can be integrated into your marketing efforts seamlessly. Digital marketing can help companies reach its marketing objectives by: Increasing brand exposure Providing market insight Developing loyal fans Generating leads Improving search ranking Growing business partnerships Reducing marketing expenses Improving sales Increase traffic to your web site Gather market insight
- In today’s rapidly changing marketing landscape, digital marketing has become an indispensable part of a business’ overall marketing strategy. Marketers today have understood the importance of digital marketing and the mammoth difference that a well-executed, result-oriented digital strategy could make to the overall growth and profitability of a business. Crafting a winning digital plan entails understanding the business in and out, clearly defining its goals and drawing up a profile of its target audience. All these differ from business to business and hence there is no one size fits all strategy. However, here are certain key ingredients which must be effectively incorporated into every digital strategy to successfully drive business growth.
- Creative & Responsive Design Comprehensive study of your industry and competitors Creative Designs which communicate the USP of your brand Responsive design for Mobile and Tablets Scalable Back-end and Servers so that you can grow without a worry Content and SEO Strategy to rank high on search engines 2. Generate Leads and Transactions The website is the central point to drive traffic and grow your business. We build websites with a clear focus on generating leads and transactions. The website architecture is optimized for search engines to drive relevant traffic to your website. 3. Technology Open source technology can gives scalability and flexibility. Improve User Experience Improve Conversions through A/B Testing Heat Map Study
- Goals of SEO Run SEO campaigns for your website to achieve the following: Higher search engine rankings Enhanced traffic Increased Brand and product/service awareness Increased traffic => Increased leads => Increased conversions => Increased sales => Increased Revenue and Growth Increased reach => Customer acquisition On Page SEO On Page SEO is critical to drive higher traffic. On Page SEO involves addressing on-page SEO elements including Meta Tag, Alt Tags and Website Architecture. Off Page SEO Given the importance of inbound links in acquiring traffic, we work on your Off-page SEO, to build links from high quality sources which is an excellent and viable long-term strategy. White Hat SEO Strictly stick to White-hat techniques which are widely accepted by search engines. Black-hat techniques trick search engines into increasing the rankings for pages and can get the site penalized. Also stay clear of grey-hat techniques which tread the thin line between black-hat and white hat. Grey hat techniques are controversial with some techniques which were grey hat yesterday have become black hat today.
- Social Media Marketing Creating creative campaigns on social media helps brands attain higher visibility and business results. Run campaigns across relevant social media tools: Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest and blogger networks. Facebook With over 115 Million Indians now on Facebook, there is no better way to connect with your audience and build top-of-mind recall. For impulse purchase categories (e.g. restaurants, fashion products), Facebook is an attractive channel for lead generation as well. Social Beat has created significant brands in Ecommerce, Healthcare, Real Estate, Education and Media. Twitter Although smaller than Facebook, Twitter is an excellent channel to: build a strong and vocal customer base Interact with influencers to broaden the reach of a brand. We have developed Twitter specific campaigns and contests and reached over 100,000 Twitterati. 3rd Party Platforms We interact with specific platforms in each Target group – e.g. Indus Ladies for Women, NHRD for HR to connect closely with your target group.
- Google Adwords Google is the world’s most widely used search engine. Nearly 70% of all worldwide searches are done on Google. For India, that number is a whopping 97%. Google’s advertising network Adwords, is the world’s largest and most powerful network with a reach of over 86% of all internet users. It makes perfect sense for you to harness this massive reach and use it to expand that of your business. Advantages of Google Adwords PPC: You only pay if someone clicks on your ad. So if someone views your ad but doesn’t click on it, you don’t pay anything. Budget Control: Advertising budget control has never been easier. You decide how much you are willing to spend and specify an upper limit for your daily budget spend which will not be exceeded. Target Audience: Your ad is only displayed to people who are looking for the products/services you offer. You can also target based on location, ensure they appear only to people in your city, region or country. Measurement and Analysis: This is by far the biggest advantage of Adwords. You can effectively use Google Analytics and myriad other diagnostic tools available to analyze your campaign to know what is working and what is not. This allows constant optimization of thee campaign and an eventual increase in conversions. Facebook Advertisements Facebook has over 1.19 billion active worldwide users and 65 million of them are Indians. India is Facebook’s fastest growing market, growing at a phenomenal 47%. As more and more people get onboard this Social Network, no growing business can afford to ignore this massive potential audience. With FB Advertisements, we ensure you get the most of this virtual universe of engaged customers. Benefits: With over 250 million unique visitors per month, FB is the world’s most visited website after Google – This allows for a large Ad exposure Targeted Audience: FB allows advertisers to target people based on location, demographics, interests, connections and a lot of other options. This allows you to target a niche category of people who you’d like your ad to be shown to. PPC: You only pay if someone clicks on your ad. So if someone views your ad but doesn\’t click on it, you don\’t pay anything. Budget Control: Advertising budget control has never been easier. You decide how much you are willing to spend and specify an upper limit for your daily budget spend which will not be exceeded. FB fan page: Once the Ad campaign has been used to popularize the FB page, the attracted customers can be kept engaged through creative content and promotions. Multiple Ad views: FB offers multiple Ad views as people visit the site multiple times a day. Create Image-based/Larger Ads than Adwords Access to Smart phone users: Large number of users access FB through smart phones. Whether your goal is to generate traffic, increase brand awareness, engage or acquire customers or drive incremental sales, we at Social Beat have the tools, expertise and experience you need to make Facebook ads an effective and scalable marketing channel for your business. Retargeting Ads Has a visitor to your site abandoned his shopping cart? Window-shopped and left? Retarget him. Bring him back. Retargeting, also known as remarketing, is a form of online advertising that enables you to show ads to customers who have visited your site but left without making a purchase. These ads appear on other sites that the person is browsing through, keeping your brand visible to him, recapturing his attention and bringing him back. Statistics show that about 2% of shoppers convert on the first visit to an online store. Retargeting attempts to bring back the other 98%. Benefits: Higher CTR: Click rates higher as compared to Adwords as the brand and the product/service are still fresh in the visitor’s mind. Higher conversion rates: The ads are targeting visitors who were already interested in the product/service and so they convert faster. High CTR X High Conversion = Good ROI Bring back bounced traffic Builds brand awareness
- Develop and implement an effective digital marketing plan Strategize and plan to brings together all strands of Digital Marketing to get the best out of your digital strategy Objective: Create a Coherent digital marketing plan to implement successful campaigns Perform situation analysis gather information and define audience Use the most suitable digital channels to achieve the maximum impact Identify appropriate tools based on the anticipated audience Develop a set of clear and meaningful objectives for the digital marketing plan
- While planning for your digital media marketing always start with your customers and audience. Audience analysis is very important. You should: Analyse the situation Gather information Define audience
- A situation analysis will help you see where you stand. How do you measure up? Assess your competitive position with respect to digital marketing, in terms of your: Industry Sector Peers Competitors Customers
- Use a range of tools to help track: Mentions of your business Style and tone of engagement Communication
- A clear understanding of the target audience will impact all aspects of your digital marketing strategy. Select the right: Marketing channel Message Layout Structure Content, etc. Sketch detailed descriptions of your target audience to better understand the customer
- Rank your audience: Ranking audience will help you: Prioritise your target audience Focus your activities Align your budget Allocate resources
- Choose the most relevant digital tools for your plan based on your: Target audience Objective set
- Identify a budget that is: Realistic to start with based on campaign success One that is Open-ended Scalable based on ROI
- 1. Social Beat will provide a coherent project structure and calendar to track: Milestones Deliverables Resources 2. The action plan calendar will be based on three dimensions: The action to be carried out Resources required The anticipated time frame
- Finally, digital marketing measuring, monitoring and analysis techniques will help you with: Analytics Transparency Accountability Ability to defend decisions Ability to take action