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Digital Marketing
“Simplifying Digital Marketing”
Don’t get carried away
The good: 85% of all business managers have digital
featuring in their marketing plan
The bad: 77% of marketers using digi...
Attention
To connect with the
relevant
stakeholders and get
them to consume
information
Amplification
To engage with the
s...
Getting started
• Identifying specific business objectives
• Understanding the digital landscape
• Selecting the right dig...
- Generate leads, Drive Sales
- Increase Brand Awareness
- Reach new customer segments
- Drive customer engagement
- Gain ...
The Digital Landscape
Web, Mobile
email
marketing
Blogs, Videos
and Slideshare
Groups,
communities
& Forums
Social
Network...
Existing/ prospective
Employees
Investors
Customers & Prospects
Influencers – Analysts, Deal
advisors, industry bodies, me...
Credits:
Dave chaffey
Attention
Visits
Views/ opens
Followers
Fans
Subscribers
Mentions
Amplification
Clicks
Shares
Comments
@replies
Reposts
Ac...
What Options Do I Have?
• “Rented”
– Search: Google Ads, SEM
– Targeted: Facebook Ads
– Display: Banner Ads, Pre-roll vide...
Minimum Viable Audience
Choose One
• Fill a room with only 20 chairs, who would be
there?
• Who do you want to have influence over?
• Who already ...
Questions to help
• http://bit.do/TiE-Digital-Marketing
What options should I consider?
• “Rented”
– Search: Google Ads, SEM
– Targeted: Facebook Ads
– Display: Banner Ads, Pre-roll videos
– Sponsorship: Articl...
What Options Do I Have?
• “Owned”
– Membership Website
– News Blog
– Podcast
– Webinar
– Email Newsletters
– Video Series
What Options Do I Have?
• “Earned”
– PR
– Social Media Sharing
Content Marketing
Building a stronger relationship with a targeted
community by creating and distributing
consistent and h...
Best Practices for Content Marketing
• Build Authority and Trust over time
• Stay in contact
• Have a two-way conversation
Get serious with your website & SEO
Network immensely
Adopt a constant communication approach
Generate - Curate Content
Us...
Website analytics
Google Analytics (free)
Kissmetrics (paid)
Hubspot (limited free)
Social Media Analytics
Facebook / Twit...
What's
next?
Pramod.harith@cmoaxis.com
neil@madrasmediamarketing.com
Free Content Marketing Course at:
http://madrasmediamarketing.com
Simplifying Digital Marketing
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Simplifying Digital Marketing

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Pramod Harith and Neil Miller simplify the digital marketing landscape by talking about identifying business objectives, targeting a specific community, and creating content that community loves. We also discuss digital marketing options and which ones to think about in terms of 'renting' and 'owning'.

This presentation was given on 17 June 2015 for TiE Chennai's entrepreneurs.

Published in: Marketing
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Simplifying Digital Marketing

  1. 1. and Digital Marketing “Simplifying Digital Marketing”
  2. 2. Don’t get carried away
  3. 3. The good: 85% of all business managers have digital featuring in their marketing plan The bad: 77% of marketers using digital media are unable to measure business impact (RoI) The ugly: 93% of marketers have stagnating digital footprint with no gameplan *CMO AXiS functional survey on digital marketing and business outcomes * Sample size : 260 respondents pan-India
  4. 4. Attention To connect with the relevant stakeholders and get them to consume information Amplification To engage with the stakeholders and get them to participate – respond, share, refer.. Action To influence the stakeholders towards specific desired action Scope of digital
  5. 5. Getting started • Identifying specific business objectives • Understanding the digital landscape • Selecting the right digital media tools • Monitoring and measurement
  6. 6. - Generate leads, Drive Sales - Increase Brand Awareness - Reach new customer segments - Drive customer engagement - Gain customer insights Identify your objective
  7. 7. The Digital Landscape Web, Mobile email marketing Blogs, Videos and Slideshare Groups, communities & Forums Social Networking Paid advertising
  8. 8. Existing/ prospective Employees Investors Customers & Prospects Influencers – Analysts, Deal advisors, industry bodies, media Others Regulators, Statutory Stakeholder ecosystem
  9. 9. Credits: Dave chaffey
  10. 10. Attention Visits Views/ opens Followers Fans Subscribers Mentions Amplification Clicks Shares Comments @replies Reposts Action Content downloads Webinar attendees Form fill up Referrals SALES, UPSELL/ CROSS SELL, REFERRAL BUSINESS
  11. 11. What Options Do I Have? • “Rented” – Search: Google Ads, SEM – Targeted: Facebook Ads – Display: Banner Ads, Pre-roll videos – Sponsorship: Articles, Episodes – Promotional: Email, Mobile Ads How do I target the right people?
  12. 12. Minimum Viable Audience
  13. 13. Choose One • Fill a room with only 20 chairs, who would be there? • Who do you want to have influence over? • Who already aligns to your thinking? • Who do you enjoy working with? • Who do you already have the best relationship with? • Which group do you dislike the most?
  14. 14. Questions to help • http://bit.do/TiE-Digital-Marketing
  15. 15. What options should I consider?
  16. 16. • “Rented” – Search: Google Ads, SEM – Targeted: Facebook Ads – Display: Banner Ads, Pre-roll videos – Sponsorship: Articles, Episodes – Promotional: Email, Mobile Ads What Options Do I Have?
  17. 17. What Options Do I Have? • “Owned” – Membership Website – News Blog – Podcast – Webinar – Email Newsletters – Video Series
  18. 18. What Options Do I Have? • “Earned” – PR – Social Media Sharing
  19. 19. Content Marketing Building a stronger relationship with a targeted community by creating and distributing consistent and highly useful content.
  20. 20. Best Practices for Content Marketing • Build Authority and Trust over time • Stay in contact • Have a two-way conversation
  21. 21. Get serious with your website & SEO Network immensely Adopt a constant communication approach Generate - Curate Content Use tools and monitor analytics 5 Tips to build/ grow your digital footprint
  22. 22. Website analytics Google Analytics (free) Kissmetrics (paid) Hubspot (limited free) Social Media Analytics Facebook / Twitter Insights (free) Buffer SocialBro (limited free) Lithium Social Listening and Scheduling Tools Hootsuite (limited free) TweetDeck (free) Followerwonk (limited free) Social Targeting 4C insights Email Campaigns Mailchimp (limited free) SendBlaster (paid) CRM Automation Leadsquared Zoho (limited free) Salesforce (paid) Toolkit
  23. 23. What's next?
  24. 24. Pramod.harith@cmoaxis.com neil@madrasmediamarketing.com Free Content Marketing Course at: http://madrasmediamarketing.com

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