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.

1. and
Digital Marketing
“Simplifying Digital Marketing”

2. Don’t get carried away

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. 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. Getting started
• Identifying specific business objectives
• Understanding the digital landscape
• Selecting the right digital media tools
• Monitoring and measurement

6. - Generate leads, Drive Sales
- Increase Brand Awareness
- Reach new customer segments
- Drive customer engagement
- Gain customer insights
Identify your objective

7. The Digital Landscape
Web, Mobile
email
marketing
Blogs, Videos
and Slideshare
Groups,
communities
& Forums
Social
Networking
Paid
advertising

8. Existing/ prospective
Employees
Investors
Customers & Prospects
Influencers – Analysts, Deal
advisors, industry bodies, media
Others
Regulators, Statutory
Stakeholder ecosystem

9. Credits:
Dave chaffey

11. 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

12. 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?

13. Minimum Viable Audience

14. 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?

15. Questions to help
• http://bit.do/TiE-Digital-Marketing

16. What options should I consider?

17. • “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?

18. What Options Do I Have?
• “Owned”
– Membership Website
– News Blog
– Podcast
– Webinar
– Email Newsletters
– Video Series

19. What Options Do I Have?
• “Earned”
– PR
– Social Media Sharing

20. Content Marketing
Building a stronger relationship with a targeted
community by creating and distributing
consistent and highly useful content.

21. Best Practices for Content Marketing
• Build Authority and Trust over time
• Stay in contact
• Have a two-way conversation

22. 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

23. 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

24. What's
next?

25. Pramod.harith@cmoaxis.com
neil@madrasmediamarketing.com
Free Content Marketing Course at:
http://madrasmediamarketing.com