1. The Traditional Funnel Model

2. Evolution of the Funnel
Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

3. 50% of consumers spend >75% of
shopping time in online research
Source: http://www.marketingcharts.com/direct/online-research-takes-up-large-portion-of-shopping-time-19002/

4. 70% of UK online users find online
reviews the most helpful feature
Source: http://www.marketingcharts.com/direct/online-product-reviews-most-helpful-in-purchase-decisions-offline-too-3437/

6. Upto 95% of qualified prospects on
your website are there to research
and not to buy
But as many as 70% of them will buy
either from you or your competitor
Source: http://docs.cdn.marketo.com/definitive-guide-to-lead-nurturing.pdf

7. Repeat: The funnel has changed
forever

8. Message: Personalization is
possible at scale

9. 75% consumers willing to provide
personal information for personalized
experience
Source: http://www.marketingcharts.com/direct/what-online-consumers-want-a-personalized-experience-5022/

10. 77% consumers have made additional
purchases on personalized
recommendations
Source: http://www.marketingcharts.com/direct/what-online-consumers-want-a-personalized-experience-5022/

11. Personalization of Marketing
Source: http://www.marketingsherpa.com/1news/chartofweek-04-19-11-lp.htm

12. Source: http://www.marketingcharts.com/direct/what-online-consumers-want-a-personalized-experience-5022/

13. Case Study: Helzberg Diamonds
generated 288% sales lift with
animated personalized promo
Source: http://www.marketingsherpa.com/article/case-study/helzberg-diamonds-garners-288-sales

14. Source: http://www.marketingsherpa.com/article/case-study/helzberg-diamonds-garners-288-sales

15. Repeat: Personalization is possible
at scale

16. Message: Explosion in ways to
reach buyers

17. Ways to reach potential buyers

18. Ways to reach potential buyers

19. Ways to reach potential buyers

20. Brain Shake: In how many ways can
you reach potential buyers today?

21. Repeat: Explosion in ways to reach
buyers

22. Message: The rise of online
persuasion

27. Repeat: The rise of online
persuasion

28. The 42inception Model
of Strategizing
Customer Acquisition

29. Transact
Persuade
Keep in
Reach & Touch
Engage

30. Digital Media Landscape
for Acquiring Reach

31. How are Businesses acquiring
Reach?

32. Whizlabs – Online Selling of Education
Generating Online Customers through Search Engines & Discussion Forums

33. NIX Solutions – IT Services Company
Generating $ 2.4 M+/year Revenue through Elance.com

34. Airbnb leveraging Craigslist in initial days
Leveraging Technology to build reach for the property listing

35. Airbnb: Online Accommodation Booking
Google Display Network True Value Ads
Nights booked increased from 0.8M to 2M in a year

36. Building Reach through Mobile Ads
2 M+ Ads Impressions, 26% Install to Click, Less than $3 Cost-to-Install

37. Balsamiq: Leveraging Blogosphere
Got 20% of 40 leading bloggers talked about him

38. Inject yourself in the conversation

39. 42inception – Digital Marketing Learning
Generating 90% of Leads through Google Ads & Facebook Ads

40. Entrepreneur using LinkedIn
Generating 3.5 Million of Business through LinkedIn

41. Eventbrite using Social Media
• Users are encouraged
Discover a Share it to share events on their
new event
Social Media profiles
• Event sharing provides
viral reach and
Buy tickets
ultimately leads to
revenue
– Facebook: $2.52 per share
Company: Eventbrite
– Twitter: $0.43 per share
– LinkedIn: $0.90 per share
Generating Revenue by encouraging Sharing on Social Media

42. Kitchen Equipment Company & YouTube
~200M Video Views, ~400K Channel Subscribers, 700% increase in Sales

43. Listen & Engage on LinkedIn Answers

44. Listen & Engage on Twitter

45. DropBox using Referral Marketing
The referral program permanently increased signups by 60%

46. Benefits of Digital Marketing

47. Promotes Immediate Acton
Immediate Call To Action (CTA)

48. Enable Targeting
Target options available on LinkedIn

49. Inbound/Pull/Permission Based

50. Offer High Value & Engaging Content

51. Digital Marketing Landscape for
building Reach

52. Ways to Build Reach
• Search Engine Optimization
• Online Advertisements
• Social Media Marketing
• Content Marketing
• Email Marketing
• Referral Marketing
• Affiliate Marketing
• …

53. SEO – Search Engine Optimization

54. SEO – Recent Change – “Author Rank”

55. Whether SEO is for You or Now?

56. Online Advertising

57. Why Online Ads?
• Scale (unlimited no of keywords)
• Easy to start (almost instant)
• Better control
– Targeting
– Landing Page
– Stop-start
– Measurability
• Lower Risk compared to SEO
• Multiple Exposure through Remarketing

58. SEO Vs SEM
Carwale.com
Cardekho.com

59. Social Media Marketing
Editorial Content User Generated Content

60. Facebook vs LinkedIn vs Twitter

62. Organic Reach
Long term ROI but takes time to build

63. Paid Reach
Quick and Flexible way of building reach

64. Viral Reach
Viddy acquired 800K+ users within few months

65. What is Content Marketing?
Content Marketing Is about nurturing a Relationship

66. Content Marketing – Not a New Concept
“Satyagraha would have been impossible without Indian Opinion.” – Mahatma Gandhi

67. Content Marketing Channels
Blog
Webinars Infographics

68. Email Marketing for building Reach

69. Email Marketing

70. Comparison for B2B Businesses

71. Email Marketing
B2C marketers report an average 256%
ROI Email Marketing — pulling in $256 for
every $1 invested.
(Marketing Sherpa)

72. Why Email Marketing?
• Highest Conversion
• Longer lifespan
• You own the data
• Personal & Direct
• Control over data (e.g. who’s opening)

73. Targeting Audience on
Digital Media

74. Referral
SEO Paid Adverts.
Marketing
Email Content
Marketing Marketing
Social Media Viral
Different Methods to make yourself Discoverable Marketing
Marketing

75. Different Methods, Channels offers
Different ways to Target Audience

76. 2 ways to Target audience
Interest Demographics
Targeting Targeting
Type of content Personal &
published, Professional Profile
consumed or specified by the
engaged Users

77. Keywords Tools to Assess Search Interest
Interest Targeting
Targeting People based on the “Search Queries”

78. Exercise
Interest Targeting
• Search “Digital Marketing” using the following
tools
– Google Keyword Suggestion Tool – Search
Volume Analysis
• http://bit.ly/kw-tool
– Google Trends - Focus on growing trends
• http://www.google.com/trends
– Soovle - Get trends across platforms
• http://soovle.com

79. Tools to Understand Online Behavior
Interest Targeting

80. Example: Amazon
Interest Targeting
Targeting Website users based on Past Behavior

81. Example: 42inception
Interest Targeting
Integrating Sales with Users’ Online Behavior

82. Remarketing: Targeting your Visitors
Interest Targeting
Targeting Website Visitors on other website

83. Remarketing Example: ClearTrip.com
Interest Targeting

84. Remarketing Example: ClearTrip.com
Interest Targeting

85. Targeting Website Visitors on Facebook
Interest Targeting
Retargeting Visitors on Facebook

86. Targeting Existing Contacts through FB Ads
Interest Targeting

87. Engagement Magnets

88. Engagement Magnet
Piece of Content Engagement
Ads Click
Landing Page Fill up a form
Website Try your Product
Email Click on the Link

89. Engagement Magnet
A reason for the user to engage

90. Effective Magnet Reduces Friction

91. Examples

92. EMC2 –41 New Products Launch
How to Engage Users, Bloggers in the Storage Industry?

93. EMC2 –Record Breaking Campaign
700,000+ views, 40+ posts by influential bloggers, 1,500+ tweets

94. Vichy: Engaging Users in Singapore
20K+ votes in a month campaign, 50 % spurt in Normaderm sales

95. B2B Company Engaging around Game
Game for IT Professionals – Network Security Challenge

96. Training Company using Webinars
Clicked Registration Link
318
Website
Registered
81
Emailers Attended
21
Leads Generated
12
Landing Page

97. 42inception - Guides, Webinars & Lessons
Guide Video Lessons Webinar

98. Case Studies, Research & Training

99. Marketing Company using NewsLetter

100. HubSpot using eBooks

101. ReadyPulse using Free Tool

102. ReadyPulse using Free Tool

103. SocialBakers Offering Industry Report

104. SocialBakers offering Auditing Tool

105. Product Trials Consulting Contest

106. Consulting White Paper

107. Discount
Discount
Discount

108. Facebook using Free Help & Ads
Free Help & Free Ads Coupon

109. Dell using Special Discount

110. Dell Discount offer Tweets

111. Reach Building Strategy Exercise