+
DIGITAL MARKETING STRATEGIES FOR STARTUPS
HEMANT SORENG
hemant@hemantsoreng.com
http://hemantsoreng.com
+Q1:WHAT ISYOUR MARKETING OBJECTIVE?
Q2:WHAT IS THE MOST IMPORTANT OBJECTIVE OFYOUR DIGITAL
MARKETING PROGRAM?
+Q3: ISYOUR CONSUMER/CUSTOMER ONLINE?
a consumer who has evolved with technology & time
’91 ‘94 ’95 ’96 ’98 ’00 ’01 ’03 ’04 ’05 ’06 ’07 ’10 ‘14
Web
evolution
Us...
+
Q4: ARE THEY ACTIVE?
+ they are present at and interact with multiple digital
channels
websites, microsites, landing pages search engines
displ...
+
DEVELOP A PROGRAM
1.  Set Goals
2.  Define Metrics & KPIs
3.  Set Targets
4.  Select Channels (based on audience and bud...
+
Stage Metrics
KPIs
Overall Overall (adjusted) 20 k – 23 k
Awareness
Clicks 26,761,905 19,430,476 11,041,120
CPC 15 15 15...
+
SOME CASE STUDIES
+
!  The Firefish Software is a recruitment software company started
in 2010 and it is based in UK.
!  Problem:
!  Tough c...
+
!  Result:
!  More than 300% increase in website traffic.
!  190% increase in number of leads, including higher number o...
+
@coffeegroundz: Strengthening
the bond with customers
!  JR. Cohen, the GM started using Twitter in October 2008 at
the ...
+
Using the program to generate
leads/sales
!  Bookmytrainings.com is a marketplace to provide one-stop
shop for trainings...
+
GROUND RULES
+
GROUND RULES
!  THERE ARE NO RULES
!  IT IS NOT ROCKET SCIENCE
!  DISCIPLINE
!  METRICS AND MEASUREMENT
!  INTEGRATED. C...
+
CONTACT:
hemant@hemantsoreng.com
http://hemantsoreng.com
THANK
YOU
Digital Marketing - Startegies for Startups - HEMANT SORENG, May 10th 2014@Lounge47
Digital Marketing - Startegies for Startups - HEMANT SORENG, May 10th 2014@Lounge47
Digital Marketing - Startegies for Startups - HEMANT SORENG, May 10th 2014@Lounge47
Digital Marketing - Startegies for Startups - HEMANT SORENG, May 10th 2014@Lounge47
Digital Marketing - Startegies for Startups - HEMANT SORENG, May 10th 2014@Lounge47
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Digital Marketing - Startegies for Startups - HEMANT SORENG, May 10th 2014@Lounge47

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“Digital Marketing – Strategies for Startups” was a broad topic. In contrast to traditional methods, Digital Marketing promises to significantly reduce cost of reaching customers. Key takeaways - a) A careful assessment of the needs of the business is required to pick the right Digital tools b) Social Media is only
one of many tools out there c) Startups need to take an iterative approach of experimenting and
measuring results until the right results are achieved d) Accept that there is no silver bullet to leveraging
Digital Media.

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Digital Marketing - Startegies for Startups - HEMANT SORENG, May 10th 2014@Lounge47

  1. 1. + DIGITAL MARKETING STRATEGIES FOR STARTUPS HEMANT SORENG hemant@hemantsoreng.com http://hemantsoreng.com
  2. 2. +Q1:WHAT ISYOUR MARKETING OBJECTIVE? Q2:WHAT IS THE MOST IMPORTANT OBJECTIVE OFYOUR DIGITAL MARKETING PROGRAM?
  3. 3. +Q3: ISYOUR CONSUMER/CUSTOMER ONLINE?
  4. 4. a consumer who has evolved with technology & time ’91 ‘94 ’95 ’96 ’98 ’00 ’01 ’03 ’04 ’05 ’06 ’07 ’10 ‘14 Web evolution Usage ecommerce search social media Time spent – 2.7 hrs/wk (US) Time spent 3 hrs/wk Time spent – 18+ hrs/wk (US) India – 12.9 hrs/ wk Less than 10 connections in India Internet Population India – 9 mn Internet Population India – 32 mn Internet Population Globally – 3 bn India – 210 mn Mobile Phones India – 1 BN +
  5. 5. + Q4: ARE THEY ACTIVE?
  6. 6. + they are present at and interact with multiple digital channels websites, microsites, landing pages search engines display ads – banners, rich media & video email mobile social media word of mouth, virals online events emerging media & technology
  7. 7. + DEVELOP A PROGRAM 1.  Set Goals 2.  Define Metrics & KPIs 3.  Set Targets 4.  Select Channels (based on audience and budget) 5.  Choose Media, Develop Creative and Deploy Technology 6.  Measure, Optimize and re-incorporate 7.  Use best practices and learning
  8. 8. + Stage Metrics KPIs Overall Overall (adjusted) 20 k – 23 k Awareness Clicks 26,761,905 19,430,476 11,041,120 CPC 15 15 15 Cost 401,428,571 291,457,143 165,616,798 Clicks to Visits Rate 75% 75% 75% Page Views 40,142,857 29,145,714 16,561,680 Avg. Page Views/Visit 2 2 2 Visits 20,071,429 14,572,857 8,280,840 Consideration & Preference Carts 662,357 480,904 418,843 Cart Abandonement Rate 96.7% 96.7% 94.9% Purchase Units Sold 56,200 40,804 41,570 No. of Orders 56,200 40,804 40,307 Conversion Rate 0.28% 0.28% 0.49% Revenue 1,200,347,707 871,512,239 871,512,239 AOR 21,359 21,359 21,622 Avg. Order Size 1.00 1.00 1.03 TARGET SETTING
  9. 9. + SOME CASE STUDIES
  10. 10. + !  The Firefish Software is a recruitment software company started in 2010 and it is based in UK. !  Problem: !  Tough competition !  Traditional marketing channels expensive and not performing !  Solution: !  Inbound marketing – Social Media (Twitter, Facebook, LinkedIn,Website/blog) -  Content development – whitepapers, webinars, blogs, video presentation, e-brochure etc. -  Focus on creative and inbound campaigns for lead generation, lead nurturing and lead conversion !  Events: Reduced physical participation only virtual.
  11. 11. + !  Result: !  More than 300% increase in website traffic. !  190% increase in number of leads, including higher number of leads potential for conversion. !  Achieved more than 200% sales over the years.
  12. 12. + @coffeegroundz: Strengthening the bond with customers !  JR. Cohen, the GM started using Twitter in October 2008 at the prompting of a CoffeeGroundz angel investor. !  Growth in followers was slow and organic, but the connections with followers were strong. !  He would ask his followers from Houston to "come into the store and ask for J.R." J.R. then seized the opportunity to meet with each and every patron who asked for him by name, strengthening his bond with his followers. !  To J.R. and his customers "this is what social media is meant to be."
  13. 13. + Using the program to generate leads/sales !  Bookmytrainings.com is a marketplace to provide one-stop shop for trainings. !  A structured digital marketing program was developed, where primarily SEO, PPC (adwords), Email,Website Optimizations !  Result: Before After 6 months !  Revenues X 6X !  Leads Y 5Y !  Traffic Z 8Z
  14. 14. + GROUND RULES
  15. 15. + GROUND RULES !  THERE ARE NO RULES !  IT IS NOT ROCKET SCIENCE !  DISCIPLINE !  METRICS AND MEASUREMENT !  INTEGRATED. CROSS MEDIA. CROSS CHANNEL !  SOCIAL MEDIA IS NOT FACEBOOK. AND IT SHOULD BE PART OFYOUR STRATEGY AND NOT THE STRATEGY !  EXPERIMENT. EXPERIMENT. EXPERIMENT. !  BE AT YOUR DISRUPTIVE BEST
  16. 16. + CONTACT: hemant@hemantsoreng.com http://hemantsoreng.com THANK YOU

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