Module 1 online marketing ratan kk_masterclass on online marketing

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Module 1 online marketing ratan kk_masterclass on online marketing

  1. 1. MumbaiMar 22, 20131 PM to 7 PM © GutsGo eMarketing 1
  2. 2. MumbaiMar 22, 2013 © GutsGo eMarketing 2
  3. 3. What is in Store in Master Class? • Module 1: How is ONLINE and Digital Channel impacting businesses Today? Explaining through Cases. • Module 2: Understanding the Customer Behaviour on the internet. Explanation through Cases. • Module 3: What are the things you can do take advantage of Digital Channel? Talk about various eMarketing Tactics viz Search, Social, Mobile, eMail et al. • Module 4: What is your Online Strategy for your business? Explain through LIVE Cases. • Module 5: Developing Blue Print of YOUR Online Marketing Strategy. © GutsGo eMarketing 3
  4. 4. Esteemed Trainers @Master Class • Module 1: How is ONLINE and Digital Channel impacting businesses Today? Explaining through Cases.RatanKK • Module 2: Understanding the Customer Behaviour on the internet. Explanation through Cases. • Module 3: What are the things you can do take advantage of Digital Channel? Talk about various eMarketing Tactics viz Search, Social, Mobile, eMail et al. • Module 4: What is your Online Strategy for your business? Explain through LIVE Cases. • Module 5: Developing Blue Print of YOUR Online Marketing Strategy. © GutsGo eMarketing 4
  5. 5. • Leads GutsGos Marketing and Operations.RatanKK, Primary Tutor for GOMP • Lead Trainer & Consultant for GutsGo eMarketing Training • Lead eMarketing Trainer - NIIT • Lead Trainer for eConsultancy, UK • eMarketing Visiting Professor @ IIM, Ahmedabad, 2011, 2012, 2013 • A Senior Mentor with Power Of Ideas 2012 • A Jury Member of Indias Yahoo! Big Idea Chair Awards 2012 • A seasoned Mentor of Mentor Edge, Center for Innovation, Incubation and Entrepreneurship (CIIE), at IIM Ahmedabad. • Visiting Professor @Great Lakes, Chennai 2010 & 2011. www.gutsgo.com 5 © GutsGo eMarketing 5
  6. 6. Esteemed Trainers @Master Class • Module 1: How is ONLINE and Digital Channel impacting businesses Today? Explaining through Cases. • Module 2: Understanding the Customer Behaviour on the internet. Explanation through Cases. • Module 3: What are the things you can do take advantage of Digital Channel? Talk about various eMarketing Tactics viz Search, Social, Mobile, eMail et al. • Module 4: What is your Online Strategy for your business? Explain through LIVE Cases. • Module 5: Developing Blue Print of YOUR Online Marketing Strategy. © GutsGo eMarketing 6
  7. 7. Esteemed Trainers @Master Class • Module 1: How is ONLINE and Digital Channel impacting businesses Today? Explaining through Cases. • Module 2: Understanding the Customer Behaviour on the internet. Explanation through Cases. • Module 3: What are the things you can do take advantage of Digital Channel? Talk about various eMarketing Tactics viz Search, Social, Mobile, eMail et al. • Module 4: What is your Online Strategy for your business? Explain through LIVE Cases. • Module 5: Developing Blue Print of YOUR Online Marketing Strategy. © GutsGo eMarketing 7
  8. 8. Esteemed Trainers @Master Class • Module 1: How is ONLINE and Digital Channel impacting businesses Today? Explaining through Cases. • Module 2: Understanding the Customer Behaviour on the internet. Explanation through Cases. • Module 3: What are the things you can do take advantage of Digital Channel? Talk about various eMarketing Tactics viz Search, Social, Mobile, eMail et al. • Module 4: What is your Online Strategy for your business? Explain through LIVE Cases. • Module 5: Developing Blue Print of YOUR Online Marketing Strategy. © GutsGo eMarketing 8
  9. 9. Some Agreements • Make Copious Notes • Ask Questions & Participate in the Class • Get to the Point, QUICK! • Mobiles in Silent Mode. • No IMs. No FB. Don’t get distracted, PLEASE! • Soak in & Absorb. • Continue the Conversations – Beyond Today © GutsGo eMarketing 9
  10. 10. Let’s Learn & Do It Better! Let’s Be At It! © GutsGo eMarketing 10
  11. 11. 11© GutsGo eMarketing 11
  12. 12. Business Marketing eMarketingWhat is Business? © GutsGo eMarketing 12
  13. 13. Business Marketing eMarketingWhat is Marketing? © GutsGo eMarketing 13
  14. 14. Business Marketing eMarketingWhat is eMarketing? © GutsGo eMarketing 14
  15. 15. Business, Marketing & eMarketing Revenue – Cost = Profit © GutsGo eMarketing 15
  16. 16. Business, Marketing & eMarketing Establishing Customers Need or Want Having a Market Ready Product / Service Connecting with an Identified Customer For Sales, Distribution & Advertising In the Market Place against Competition © GutsGo eMarketing 16
  17. 17. Who is Your Customer? In Flesh & Blood Emotions & Behaviors Making their Life Better Today Life Time Value © GutsGo eMarketing 17
  18. 18. Business, Marketing & eMarketing Any Marketing Online = eMarketing eMarketing = Customer Centric++ Paid Search, SEO, Social Media, eMail © GutsGo eMarketing 18
  19. 19. Why Customer Centric++?Seamless Online Behavior Real time Only way - Be Proactive to Engage Each Engaging Tactic is a SILO © GutsGo eMarketing 19
  20. 20. © GutsGo eMarketing 20
  21. 21. eMarketing Technology Landscape © GutsGo eMarketing 21
  22. 22. The Classic Purchase Funnel © GutsGo eMarketing 22
  23. 23. EARNED MEDIA radio First-person commentary and mags newspapers bricks & content about the brand posted and shared across a variety of mortar product venues site(s) ‘advertising’ “Social Media” outlets also corporate support both Bought Media (e.g., online ads website ad banners, sem/ppc, etc.) and outdoor Owned Media (e.g., widgets, apps, television etc.) DM / CRM OWNED MEDIA All media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned Media mobile campaign video sharing site(s) social networks BOUGHT MEDIA blogsTypical corporate media spend socialDrives people to Owned Media email media SEO forums personal pages © GutsGo eMarketing 23
  24. 24. Complexity in SMM Platforms © GutsGo eMarketing 24
  25. 25. eMarketing Funnel – Not Correct! © GutsGo eMarketing 25
  26. 26. Integrated eMarketing Funnel © GutsGo eMarketing 26
  27. 27. Business, Marketing & eMarketing Any Marketing Online = eMarketing ONLINE in India © GutsGo eMarketing 27
  28. 28. All Businesses Today Must… … Do eMarketing! © GutsGo eMarketing 28
  29. 29. All Businesses Today Must… • Understand Consumers Online Behaviors • Integrate Online Media into Marketing Strategies • Develop Integrated Online Marketing Strategies • Understand various Online Marketing Tactics • Implement Online Marketing Tactics • Know Online Industry © GutsGo eMarketing 29
  30. 30. Developing a Marketing Plan © GutsGo eMarketing 30
  31. 31. Developing a Marketing Plan Business Specific Product Specific Customer Specific Competition Specific © GutsGo eMarketing 31
  32. 32. Porter’s 5 Forces © GutsGo eMarketing 32
  33. 33. Humphrey’s SWOT Analysis © GutsGo eMarketing 33
  34. 34. Marketing Strategies – for What? • There is a Business Offering catering to – Consumer’s Need (Pain) – Ready Acceptance – Consumers’ Wants (Pleasures) – Has Lead time © GutsGo eMarketing 34
  35. 35. Marketing Strategies – for What? • There is a Business Offering catering to – Consumer’s Need (Pain) – Ready Acceptance – Consumers’ Wants (Pleasures) – Has Lead time • Objective for a Business – Get a Paying Customer (More) & Keep her happy. – Life Time Value of Customer(s) – Profit = Revenue – Cost ( Revenue, Cost) © GutsGo eMarketing 35
  36. 36. eMarketing = CC++ • Understand ‘Connections’ • Understand ‘Conversations’ • Understand ‘Intents’ • Align efforts with Business Objectives – Specific with Selling Process – Go along with Buying Behaviour – Build a Reputation • Making everything ‘Customer Centric’ © GutsGo eMarketing 36
  37. 37. eMarketing Drives Biz Transaction • Understand ‘Connections’ (Get Connected!) • Understand ‘Conversations’ (Be Part of it!) • Understand ‘Intents’ (Thiers & Align Yours!) • Align efforts with Business Objectives – Specific with Selling Process (Sales & More Sales) – Go along with Buying Behaviour (Up & Cross Sell) – Build a Reputation (Others Speaking About U!) • Making everything ‘Customer Centric’ © GutsGo eMarketing 37
  38. 38. Marketing Plan starts with… Business Problem Marketing Strategy & Plan Other Departments Ask what is the problem that I am trying to solve? Always! © GutsGo eMarketing 38
  39. 39. Developing a Marketing Plan Business Problem Marketing Strategy & Plan Other Departments Advertising & Fin / HR / IT / Sales Distribution Operations Communication Admin Marketing not aligned with a Business Objective is WASTE of efforts & Every thing else © GutsGo eMarketing 39
  40. 40. Developing a Marketing Plan © GutsGo eMarketing 40
  41. 41. Developing a Marketing Plan Business / Marketing Problem Marketing Strategy & Plan Other Departments Advertising & Fin / HR / IT / Sales Distribution Operations Communication Admin Online Offline © GutsGo eMarketing 41
  42. 42. Developing a Marketing Plan Business / Marketing Problem Marketing Strategy & Plan Other Departments Advertising & Fin / HR / IT / Sales Distribution Operations Communication Admin Online Offline © GutsGo eMarketing 42
  43. 43. Developing an eMarketing Plan Online Campaigns Integrated eMarketing Strategy Website Email Web SE0 PPC SMM Banner Strategy Mobile Analytics Measure, Analyze, Optimize © GutsGo eMarketing 43
  44. 44. Developing an eMarketing Plan Online Campaigns Integrated eMarketing Strategy Website Email Web SE0 PPC SMM Banner Strategy Mobile Analytics Measure, Analyze, Optimize © GutsGo eMarketing 44
  45. 45. How is ROI of each Tactic? © GutsGo eMarketing 45
  46. 46. ROI of Social Media will seep into… © GutsGo eMarketing 46
  47. 47. Big Bet on eMarketing…eMarketing is a Game Changer for Business! © GutsGo eMarketing 47
  48. 48. eMarketing Tactics & Outcome Tactic Out Come Website Customer Engagement SEO Customer Acquisition & Retention PPC Acquisition & Retention Social Media Branding, Participation & Engagement Banner Branding & Acquisition Content Marketing Branding & Acquisition Email & Mobile Customer Retention & Acquisition Affiliate Sales & Branding ORM Customer Retention, Branding & Participation Web Analytics Intelligence on Customer ‘touch points’ © GutsGo eMarketing 48
  49. 49. Q&A Let’s Be At It!Let’s Learn & Do It Better! © GutsGo eMarketing 49

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