This presentation covers the digital marketing strategy applied to increase the visitor engagement on a personal blog. A set of objective were decided upfront and were tested with the adopted digital strategies.

1. 1
Project On
Digital Marketing
VISHAL K. GAWADE PGP02039
OF
WWW.TRAVELVISH.COM

2. 2
The website, www.travelvish.com is a
personal travelogue aimed at sharing
personal travel experiences and build a
platform to showcase the photography skills
of the owner.
This website is also aimed at generating
travel related content such as itineraries,
photographs of various travel destinations in
India & abroad.
Alternatively the owner aims at connecting
with various like minded people across the
regions.
Why Use Internet?
What benefits does it provide?
Increased use of Internet among the youth
population which happens to be a majority
portion of the target audience.
Leveraging the vast reach of the Internet in
order to connect with like minded travelers.
Improving online presence and building a
strong image in the motorcycle riding
communities across regions.
Easily connecting with other users to know
about their travel experiences which can be
of greater use to the owner.
Easy accessibility to information on various
travel blogs and chance to connect with
them.
About our
Website

3. 3
TARGET AUDIENCE
1 2 3 4
Youth Riding Communities Travel Blogs Photography
communities
With the increase in tourism
sector in India, travel has
become a lifestyle for majority
of the youth population. Youth
aged 18-35 look for online
information before deciding
their final destination of
vacation.
Riding communities form an
integral part of the target
audience given that the
content & style of the website
clearly matches the
expectations of fellow rider
who look for online
information before deciding on
their itinerary.
Travel blogs who publish a
similar content to that of our
website will help in increasing
awareness about our website
and will also enable engaging
new users of other travel
blogs.
With maximum content filled
with photographs, photography
communities will help in
identifying the photography
skills of the owner which will be
judged by experienced
members of the communities to
gather constructive feedback
and recognition.

4. 4
INTERNET INTERACTION
OF
TARGET AUDIENCE
70%
This is the percentage number of travellers
who share their travel experiences on social
networks or blogs.
95%
This percentage number of users prefer to
trust in online reviews posted online about
travel experiences.
1700%
Percentage increase in usage of mobile
devices for online bookings related to travel.
FACT 1 FACT 2 FACT 3
Source: Digital Transformation Report

5. 5
Our Positioning
The content of the website will help fellow travellers & potential
travellers to gather insightful information about various
motorcycle destination or tourism destinations through the
photographs, videos and the excerpts by the owner himself.
“The Website is positioned as a travelogue aimed at
providing information in the form of blogs,
photographs & videos to the target audience
comprising of youth, fellow travellers and
photography communities. The website also aims at
increasing awareness about motorcycle rides &
inspire potential travellers.”
www.travelvish.com
Personal Travelogue
”

6. 6
SEO
Promotion
Word of
mouth
Google
AdWords
SEO
SEO marks the important part of the marketing strategy for
the website. It will help in improving the website rank and
enabling website to feature in the top SERPs.
Promotion
Promotion of various content of the website at various
social networking websites which will help in directing the
traffic towards the website.
Google AdWords
Google AdWords will be useful in promoting ads of the
website to the relevant target group specified by the
owner.
Word of mouth
Lastly the word of mouth strategy will be useful in
spreading awareness about the website among the users
in the immediate circle of the owner
Marketing Strategy

7. 7
Environmental Analysis
COMPETITION
There are numerous
travel blogging websites
available on the web
which provides
plenty of information on
traveling essentials. The
differentiator for this
website is the
personal touch applied by
the author. He provides
information to the users
based on his
personal experiences.
SOCIAL
There is a number of
increase in adventure
traveling population.
These individuals
actively search for
information before
planning their trips.
Travelvish.com helps
them in
planning and
consulting for their
trips.
TECHNOLOGY
Constant innovations
in information
technology has led to
creation of various
tools
like Google
Analytics, Facebook
Adverts etc. The
website actively uses
these new creations
to be in line with the
ongoing trend and
maximize its reach.
ECONOMIC
As the website is non-
commercial, there is
not much of an
impact on its
operations.
The author created
the website because
of his passion for
traveling and provides
the
information to share
his experiences only.
LEGAL
There are plenty of
laws to protect
intellectual property
rights. Also, there are
laws
that restricts users to
post defamatory or
offensive contents.
The web site being a
travel
blogging website and
published on personal
experience doesn’t
violates anyone’s
copyrights..

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1
2
3
45
6
7
Search Engine
Optimization
Website Structure
Website Content
User ExperienceBlogging
Social Networking
Link Building
&
Directory
submission
Keywords
Website Structure
The structure was developed for easy & intuitive
navigation for the users. The goal of the website is to
increase user engagement hence the structure has
been optimized to achieve that goal.
Website Content
The website contains images & videos which were
targeted towards users interested in the domain of
photography & travelling. Also blogs which gives
information regarding various tourist destinations
are attached to website to attract traffic.
User Experience
The website content was optimized so as to
take less time to load website content. Also,
the layout of the website is kept intuitive so as
to make it easy for users to navigate.
Keyword Research
Keywords which Match the content of the website as well as the
ones which match the search queries of the user were used for
each relevant page so as to increase the rank of the pages &
website. Online keyword generators were used for generating
keywords relevant for the webpages.
Social Networking
The website blog posts, images & other content has
been actively presented on social media websites to
increase awareness among the immediate friends and
related communities to the website.
Blogging
Blogging section has been attached to the website
so as to increase the traffic on website due to
different blog visits. The content of the blog
provides information on itineraries of various
motorcycle destinations & hence it will help in
directing traffic towards other media on the website
such as photographs & videos.
Link Building
Link building was carried out by associating the website hyperlink
with various social media websites with relevant content. Also, the
website was submitted to different online directories catering to
tourism and motorcycle riding. Website was associated with various
communities present online which deal with tourism
SEARCH ENGINE
OPTIMIZATION

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Keywords
A set of keywords were used for the
purpose of advertising on Google and
measuring performance of the ads
relating to each keyword and eliminate
the low performing keywords
Demographics
The ad was manipulated so as to cater to
people in the age range of 18 – 35. as
well as people who are into riding
motorcycles and travelling as their
profession. Various countries were
selected for advertising depending on the
past traffic data.
Location
The location was chosen on the basis of
historical data. Major new Indian cities
were included. Also, all the famous
motorcycle destinations were also added
to the list of locations. Cities with more
student population were identifies
approximately and included in the
location list for the advertising.
Google
AdWords
The Google AdWords platform was used to advertise the website on Google. The ads
were created in two formats viz. responsive ads & text ads. Both the categories of the
ads included different variants for mobile & desktop devices.
The objective of the advertising is go improve the reach, bounce rate and session
duration. Since the above factors did not result into more conversion of users hence it
was deemed important to set up objectives so as to improve these metrics.
Advertising Schedule
The advertising was run for a
duration of 30 days with daily
CPC budget of INR 150.
Devices
Both the text ad & responsive ads were
developed so as to cater to users of
desktop, mobile phones, tablets.
Placement
Ads were placed in two different varieties.
First one being a medium rectangle and
second one being a skyscraper with a
wide rectangle on top of the page.
Advertising strategy

10. 10
Google Ads
Preview

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A total of 17% increase was found as
compared to site average in the total number
of users after the ad campaign.
Sessions
There was an increase of 10.8%
in the average number of sessions
as compared to site average after
the ad campaign.
Session Duration
Session duration increased by
61.9% as compared to website
average after the ad campaign.
Location
Out of all the new users in
India, Pune has the highest
percentage of new users
accounting 21%
Bounce Rate
The bounce rate decreased by 7.6% as
compared to website average after the
ad campaign.
Users
Ad campaign
Google ad campaign resulted
in a average CTR of 2.89.
Average is calculated by using
CTR of all the keywords.
Google AdWords
Analytics

12. 12
51%Of new users after the ad campaign
were from India. The second highest
users were from Russia, 23%.
62%
Of new users browsed through
desktop whereas 44% browsed via
Mobile devices
Analytics
51%
23%
13%
13%
India Russia UK US
54%
Is the percentage by which the
desktop users increased after ad
campaign as compared to website
average data.

13. 13
Social Media Marketing Strategy
AUDIENCE OBJECTIVES AUDIT CONTENT ANALYZE
SOCIAL MEDIA PLAN
1 2 3 4 5
The social media plan developed here comprises of objectives which include improving the reach & awareness of the
website under consideration. We will focus on conversion of the new users followed by increasing the engagement
of the users at the website and then ultimately ensuring the user returns back to the website. The use of social
media networks such as Facebook, Instagram, Quora & Twitter has been included in the SMM strategy. Promotion of
posts (Paid Media), Sharing of content (Earned Media) will help in accomplishing the objectives of the SMM strategy.

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New user generation from
Social Networks
42%
23%
20%
7%
3%
Out of all the total users generated from SMM a pop was developed on the landing page of the website asking users from which social
media network they accessed the website. Out of all the valid responses we get above composition of the new users that were
generated because of the SMM strategy applied.

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Evaluation of Website
It helped in analysing the past data and
finding out loopholes which on further
evaluation can increase the reach &
awareness about the website.
GOOGLE ANALYTICS
Usage of Google AdWords & SMM helped
in increasing the overall number of new
users as indicated in the above sections.
This also helped in increasing Mobile
users due to mobile optimized layout of the
website.
NEW USER GENERATION
On analysing the data it was found that the
number of mobile devices accessing the
website has decreased. The content of the
website was then optimized for mobiles as
well so as to engage the user browsing
through the website.
LAYOUT OPTIMIZATION
Session Duration of each user increased
61% which represents the fact that optimizing
the website content helped in user
engagement on the website.
INCREASE IN METRICS
Ads campaign were run on Google
AdWords. Also, Facebook posts were
promoted for better reach. This helped in
reaching out to target users who were not in
the users list of the website.
ADS CAMPAIGN
Overall, the operation of Google AdWords &
SMM helped in conversion and
engagement of the users. Further SMM
techniques need to be employed for
retention of new users generated.
OVERALL PERFORMANCE

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