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Ctrl+F5 Mumbai, 2016: Digital Marketing - Tips & Tricks by Santosh Gannavarapu

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Santosh Gannavarapu, Co-Founder and CEO at Sokarti shares his insights and experiences when it comes to targeting untapped SMEs market. In this statistically driven session, Gannavarapu talks about why SMEs don't invest much in websites and keep them idle. He further shares some digital marketing tips and tricks that can get the ball rolling for these enterprises and sheds light on digital marketing hacks that can be implemented by these enterprises.

In closing, he tells how difficult it has become to retain SMEs and targeting them for marketing is a biggest challenge for digital marketeers. This session also emphasizes on how to retain them by applying few digital marketing tricks and hacks with the help of feature driven tools, setting up feasible pricing policies and generating a long-term ROI for them.

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Ctrl+F5 Mumbai, 2016: Digital Marketing - Tips & Tricks by Santosh Gannavarapu

  1. 1. Online Advertising Tips & Tricks Santosh Gannavarapu
  2. 2. We have come a long way 2 It is because of your amazing efforts 5 Million domains in 2015
  3. 3. But we have a long way to go 3 Each will need a website. 51 Million SMEs Only 400K Websites Just like they need a phone.
  4. 4. Internet users are only growing 4 350 Million Internet Users in India 2nd Largest Internet Population in World +14% Year on Year Growth, we are adding 34M every year
  5. 5. 5 2014 2015 2016 India is adding a new Australia every year in terms of Internet Population
  6. 6. But Something is Wrong 6
  7. 7. 7 enable an SME to buy a domain You, after a lot of convincing about the potential
  8. 8. 8 You also created an amazing Website
  9. 9. 9 Its even on their Business Card
  10. 10. 10 But when it is time to renew Please call us later
  11. 11. 11 Hmm … Opportunit y Online Audience Huge Many & Growing Low = = = Sale or Renewal of Website
  12. 12. 12 Hmm … Opportunit y Online Audience Huge Many & Growing Low = = = Sale or Renewal of Website Something doesn't add up
  13. 13. 13 Why is a phone so indispensable?
  14. 14. Did you know? 14 4.1 Billion 5.2 Billion
  15. 15. 15 Phone is “complete”. Is the entire eco-system and hence indispensable
  16. 16. 16 Unfortunately For 80% SMEs website is a cost. And without any benefit, it is up for axing.
  17. 17. 17 Is there not enough potential? 75% of SMEs rate marketing as biggest challenge Businesses online make 49% more revenues SMEs is a large base of affinity and loyalty
  18. 18. They will be your customers for life If you show them value High= Sale or Renewal of Website
  19. 19. Launching a Website 19 Is Only a First Step To an Amazing Journey
  20. 20. Lets Make Websites 20 The salesman of the year!
  21. 21. Digital Advertising is penetrating India 21 Medium Growth Projection Education TV 6.6% Radio 4% Print 2% OOH 5% Internet 44.5%
  22. 22. Moment of Truth 22 Medium Rates Reach Trackability TV Low Radio Low Print Medium OOH Very Low Internet High $$$$$ $$$ $$$ $$$ $$
  23. 23. How “Online Advertising” Started? • Early 1990s with Display Ads • Search ads started in 1998 • Started by goto.com, renamed to overture, bought by Yahoo. • Google Adwords started in 2000 • The trend now is “Native ads”: weave in ads with content. • Due to mobile internet penetration. • It is the only “revenue model” for many companies
  24. 24. Every Year New Ad Inventory is Being Exposed We don't have to worry about ad inventory
  25. 25. This is where the opportunity lies • In addition to the onetime website cost or AMC that SME is paying • Expose a monthly recurring advertising solution • You can easily avail Rs 10,000 per month. 10 30% 10k New Users Per Month Monthly Churn Monthly Revenue/SME 32L Yearly Revenue
  26. 26. Instead of Ad Terminology clicks visits CPC CPM
  27. 27. SMEs Understand Only Leads And You Need To Show Them Just That
  28. 28. Transform Website To Salesman • Make website faster & mobile responsive • Speed Thrills, Friction Kills. • Have Explicit Call to Actions • Don’t embed “contact information” deep inside • Website will drive them leads • You need to show them, leads are driven by you
  29. 29. Some Free Tools For You
  30. 30. Speed Up Your Website
  31. 31. Mobile Insights
  32. 32. Desktop Insights
  33. 33. 33 website.com Unique Virtual Number to Traffic Source Trigger Inquiries Capibar for Explicit Call to Action
  34. 34. Customise the value proposition based on visitor profile 34 website.com % 1st time visitor: “Explore the website.” repeat visitor: “Get an offer so the user can convert” visitor leaving website: “Provide a final offer”
  35. 35. Customise the value proposition based on visitor profile 35 website.com % 1st time visitor: “Explore the website.” repeat visitor: “Get an offer so the user can convert” visitor leaving website: “Provide a final offer” You don’t have to change the website at all!
  36. 36. It is mobile responsive as well 36
  37. 37. Automated Coupon Generation for Footfall 37 Customised coupon for every visitor.Coupon Tracking Software also provided “25% off for Diwali” “Special Discounts for TCS Employees”
  38. 38. Lead Manager 38
  39. 39. Tracks Every Lead To Show Performance Direct Leads Justdial Leads Sulekha Leads Indiamart Leads Website Leads Online Leads 39
  40. 40. Your Advertising Product 40
  41. 41. Stay Online, Get Customers 41 Mobile Responsive Website Ad Solution Show Leads
  42. 42. Your Offering 42 Transparent Cost of Traffic Hiding Cost of Traffic Margins: 10- 15% Margins: +30% Reporting Hassles Threat of Competition
  43. 43. How to price product? 43 Monthly Fee per city/state marketing budgets included Flat Subscription Charges marketing budgets extra add-ons as cross-sell Don’t know the marketing apetite Easier to sell Constant Selling Needed e.g. Rs 10k per month per city e.g. Rs 3k per month
  44. 44. Bigger Lock-in 44 It takes at least 3 months to show performance 3 months 6 months (10% discount) 12 months (20% discount) 60% Customers 30% Customers 10% Customers Move Them Into Bigger Lock-ins
  45. 45. Do Not Commit Leads 45 I Know Sale is Harder But Showing them Leads is more delightful
  46. 46. Santosh Gannavarapu santosh@sokrati.com Happy Advertising!

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