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Digital Marketing Strategy by Shikha Bhansali - REDBUS

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RedBus Digital Marketing Presentation, prepared by Shikha Bhansali at IIDE - Indian Institute of Digital Education.
About RedBus-redBus.in is India's largest online bus ticketing platform, trusted by over 6 million Indians. With a sale of over 6,00,00,000 Bus tickets via web, mobile, and our bus agents, redBus stands at the top of the game in bus ticketing. redBus.in operates on over 70000 routes and is associated with 2300 reputed bus operators. Try the redBus experience today.
About IIDE-The Indian Institute of Digital Education (IIDE) evolved from the need for digitally skilled resources in India. All businesses in India are transitioning to the Digital Space for effective business. This has led to a high rise in demand for digitally skilled resources.
The current Indian Education system ignores this demand and is unable to cater to the needs of new businesses. IIDE is catering to this industry requirement and creating future digital entrepreneurs. To create quality output, educational houses need to have world class mechanisms and IIDE has adopted just that.

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Digital Marketing Strategy by Shikha Bhansali - REDBUS

  1. 1. ABOUT REDBUS
  2. 2. THE REDBUS JOURNEY July 2006 Start Weekend Getaways Ibibo Group Hotel Bookings Singapore & Malaysia Indonesia & Peru Bus Hire MakeMyTrip Pilgrimages May 2013 April 2014 July 2015 July 2016 January 2017 February 2017 April 2017 April 2017 Ticket SalesBus Routes 75+ M 8 M Customers 2300 80,000 Bus Operators
  3. 3. 360 MARKETING STRATEGY
  4. 4. #GottaGo Meen Curry Baby Reunion
  5. 5. What happens next? How do you think the story unfolds? M-Ticket plays the cupid for Raj and Simran WHAT HAPPENS NEXT?
  6. 6. #DontMissTheBus From the RCB locker room RCB crazy fan RCB crazy fan
  7. 7. BRAND AMBASSADOR
  8. 8. WEBSITE
  9. 9. MOBILE APP
  10. 10. BLOG
  11. 11. FACEBOOK
  12. 12. BRAND
  13. 13. FESTIVALS AND OFFERS
  14. 14. TWITTER
  15. 15. BRAND
  16. 16. INSTAGRAM
  17. 17. YOUTUBE
  18. 18. ADS
  19. 19. COMPETITIVE RESEARCH
  20. 20. COMPETITOR 1
  21. 21. WEBSITE
  22. 22. MOBILE APP
  23. 23. BRAND AMBASSADOR
  24. 24. FACEBOOK
  25. 25. CONTEST 1
  26. 26. CONTEST 2
  27. 27. CONTEST RESPONSES
  28. 28. BEFORE MATCH POSTS
  29. 29. BEFORE MATCH POSTS
  30. 30. BRAND
  31. 31. WEEKENDS
  32. 32. BEFORE CAMPAIGN
  33. 33. TWITTER
  34. 34. CAMPAIGN
  35. 35. BRAND
  36. 36. INSTAGRAM
  37. 37. YOUTUBE
  38. 38. COMPETITOR 2
  39. 39. WEBSITE
  40. 40. BLOG
  41. 41. MOBILE APP
  42. 42. TYSURE
  43. 43. FACEBOOK
  44. 44. DESTINATION
  45. 45. FESTIVALS & CURRENT AFFAIRS
  46. 46. QUOTES & FACTS
  47. 47. OFFERS & CONTESTS
  48. 48. TWITTER
  49. 49. CURRENT AFFAIRS & QUOTES
  50. 50. DESTINATION
  51. 51. INTERACTIVE
  52. 52. INSTAGRAM
  53. 53. YOUTUBE
  54. 54. STATISTICS COMPARISON Facebook (Likes) Twitter (Followers) Instagram (Followers) Youtube (Subscribers) Linkedin (Followers) Pinterest (Followers) Alexa (Rank) RedBus 11,14,505 8,166 70 10,423 30,146 0 185 Abhibus 2,97,639 1,095 158 4,226 867 3 724 Travelyaari 3,15,521 1,444 1,738 20 2,436 19 3638 Brand Platform
  55. 55. TARGET AUDIENCE
  56. 56. TARGET AUDIENCE 1 • 18 to 23 years • Outstation Students • From tier1 and tier2 cities
  57. 57. BUYER PERSONNA Identifiers: •Student, Career-oriented •Likes to meet new people and hang-out after college •Willing to try new things •Heavy user of social media •Back & forth trips to home during weekends, festivals, holidays •Impulse purchases •Represents modern youth Goals: •Pursue MBA (Marketing) from Top B-School •Work at Management level in an MNC •Be financially independent & successful Challenges: •Living in new city •Cope with fast life of Mumbai •Manage daily responsibilities •Manage finances Miss Chandni Jain Demographics: •18 year old Background: •From Indore •Migrated to Mumbai for Graduation •Pursuing B.M.S. from N.M. College •Stays in SVKM College Hostel
  58. 58. TARGET AUDIENCE 2 • 23 to 28 years • Non-Local Working Professionals • From metros and tier1 cities
  59. 59. BUYER PERSONNA Identifiers: •Working Professional, Career-oriented •Socializes with colleagues after office •Willing to try new things, take risks •Active on social media, consumes online content •Back & forth trips to home during weekends, festivals, holidays •Budget-conscious, thoughtful buyer •Represents modern youth Goals: •Pursue Masters in I.T. from Top B-School •Work as Project Head in I.T. company •Get settled in life •Support family Challenges: •Living in new city •Get a stable career •Manage daily responsibilities •Manage finances (salary) Mr. Sanket Bhatia Demographics: •24 year old •Software Developer at Infosys Background: •From Mumbai •B.sc(IT) Graduate from D. J. Sanghvi •Migrated to Bangalore for Job •Stays in company-provided flat
  60. 60. TARGET AUDIENCE 3 • 28 to 35 years • Holiday Travelers • From metros, tier1 and tier2 cities
  61. 61. BUYER PERSONNA Identifiers: •Dual Career Couple, „DINK‟ •Stays in 1 BHK, owns a 2-wheeler •Shares household responsibilities •Socializes with different social circles •Willing to try new things, take risks •Active on social media, consumes online content, online purchases •Thoughtful buyer, planned purchases •Invests in saving schemes Goals: •Move up the corporate ladder •Save up for future •Have happy married life •Start & Support family Challenges: •Manage work-life-balance •Manage finances (salary) Mr. Kunal Khanna Demographics: •29 year old •Married to Kavya for 2 years, no kid Background: •From Mumbai •Senior Financial Analyst at PwC •MBA in Finance & C.A.
  62. 62. SEO AUDIT
  63. 63. ACCESSIBILITY Robots.txt
  64. 64. ACCESSIBILITY Sitemap.xml
  65. 65. ACCESSIBILITY Redirects
  66. 66. ACCESSIBILITY Site Performance
  67. 67. INDEXIBILITY Page Searches Search Term Rank in SERPs Online bus booking 1 Private bus online ticket booking 1 Bus travel from bangalore to hyderabad 2 Mumbai to nagpur bus ticket booking 1 Mumbai to goa bus ticket price 2 How to travel by bus in mumbai 2
  68. 68. INDEXIBILITY Brand Searches Search Term Rank in SERPs redbus 1 redbus tickets 1 redbus booking 1 Search Term Rank in SERPs redbus contact number 1 redbus offers 2 redbus pune to nagpur timings 1
  69. 69. ON-PAGE URLs Page Current URL Suggested URL Home Page www.redbus.in www.redbus.in Hotels www.redbus.in/hotels/ www.redbus.in/hotels/ Bus Hire https://www.redbus.in/bushire/?utm_source=website& utm_medium=referral&utm_campaign=Homepage_bu shire_banner www.redbus.in/bus-hire/ Pilgrimages www.redbus.in/pilgrimages/ www.redbus.in/pilgrimages/ Weekend Getaways www.redbus.in/weekend-getaways/ www.redbus.in/weekend-getaways/ Print Ticket www.redbus.in/PrintTicket/ www.redbus.in/print-ticket/ Cancel/Track Refund www.redbus.in/Cancellation/ www.redbus.in/cancellation/
  70. 70. ON-PAGE Meta Titles Suggested Meta Title Length Online Bus Ticket Booking|Bus Travel In India|RedBus 53
  71. 71. ON-PAGE Meta Descriptions Suggested Meta Description Length redBus is India‟s largest online bus ticket booking site with major bus operators. Book bus tickets online for your bus travel from redBus. Happy Travelling by Bus! 157
  72. 72. ON-PAGE Head Tags & Keywords
  73. 73. ON-PAGE Image Alt Tags Suggested Alt Tag India‟s Best Online Bus Ticket Booking Site Suggested Alt Tag Download RedBus App-Bus Ticket Booking App
  74. 74. ON-PAGE Broken Links
  75. 75. OFF-PAGE Popularity & Authority
  76. 76. OFF-PAGE Backlinks Profile
  77. 77. OFF-PAGE Backlinks Profile
  78. 78. OFF-PAGE Social Engagement
  79. 79. KEYWORDS TARGETING
  80. 80. USING KEYWORD PLANNER
  81. 81. USING KEYWORDS PLANNER
  82. 82. KEYWORDS TARGETING
  83. 83. TARGETED KEYWORDS Book bus tickets Book bus tickets online Online bus ticket booking Bus ticket booking online Online ticket booking for bus Private bus online ticket booking Online bus ticket booking sites Bus travel Bus ticket booking apps Best bus booking app Bus ticket booking sites Online booking for bus Online bus booking websites
  84. 84. CONTENT STRATEGY
  85. 85. Quotes Quiz/Games Did You Know? Blogs Videos Festivals Listicals Testimonials One Liners Fill in the Blanks Facts Educative Interactive Blogs Informative Creatives Creatives One Liners One Liners Informative Promotional Articles Educative Videos Creatives Creatives How-To Educative Creatives Facts Gifs Infographics Entertainment Gifs Blogs Live Articles Themes Road Trips Place based Travel based Travel Tips Campaign based Informative Travel Tips Services Leisure Travel Brand based Place based Travel Guide Brand based Educative Travel Guide Features Motivational Deals/Offers Place based Place based Interactive Place based Nostalgia Festival based Deals/Offers Backpack CONTENT BUCKET
  86. 86. CONTENT TOPICS • Safety Tips For Bus Travel • Planning A Bus Journey In India • Tips For Solo Women Travelers On Road • 10 Things To Keep In Mind When Travelling Alone • Ride To Tamil Nadu To Celebrate Pongal • Happiness Is Going Home For Diwali • Essential Must-Haves When Travelling By Bus In India • A Drive To Coorg-The Scotland Of India • Amazing Facts About Bus Travel • Launch Of RedBus Now • How To Use #TrackMyBus Feature Of RedBus App • 5 Ways To Book Tickets Using RedBus App • Travelling Alone? RedBus Takes Special Care Of You • Amazing Roads Rewards Riding Your Way • The RedBus Experience-Luxury On Wheels • Travel TipTuesday • Spot The Difference • Guess The Destination • Caption This
  87. 87. SOCIAL MEDIA CAMPAIGNS
  88. 88. #TakeMeHome
  89. 89. #TakeMeHome
  90. 90. #TakeMeHome
  91. 91. #WhatsYourBusStyle This is the best time pass for most. Don‟t you agree? Tag a friend who fits this bill. There is at least one of this in every bus. Like if you agree.
  92. 92. #WhatsYourBusStyle Share if you have ever witnessed this. Feel free to describe the incident. Salute to these! Tell us how do you manage in such situations?
  93. 93. #RidingWithRedbus Are you the one who is always data-hungry? Redbus got you! Tag a friend whose battery is always low. Let him know that Redbus would be his best bet.
  94. 94. #RidingWithRedbus For all the musical souls…now get on- the-move only with Redbus! How many up for this one? Redbus gives you luxury on wheels!
  95. 95. #NoFussJustRedbus
  96. 96. #NoFussJustRedbus
  97. 97. BRAND MOODBOARD
  98. 98. LOGO
  99. 99. COLOUR PALATTE
  100. 100. FONT
  101. 101. BLOG CAMPAIGN
  102. 102. BLOG 1 – INTRODUCTION • “Bus Travel In India-It‟s Not That Bad” • Overview • Remove fears • Set the stage
  103. 103. BLOG 2 – PLANNING BUS JOURNEY • “How To Plan A Bus Journey?” • Itinerary • Destinations • Bus routes, fares • Research sources
  104. 104. BLOG 3 – BOOKING BUS TICKETS • “Time To Book Bus Tickets” • Various options • Travel agents • Travel Websites • Apps
  105. 105. BLOG 4 – GUIDE TO PACKING • “The Complete Packing List For Bus Journey” • Must-haves for the bus journey • Amenities available • Charging point, wifi
  106. 106. BLOG 5 – TIPS FOR BUS TRAVEL • “Tips & Tricks For Bus Travel In India” • General & Feature based • Arrive early--boarding point • Advantage of stops--rest stops • Get best seat--seat selection
  107. 107. EMAIL MARKETING
  108. 108. EMAIL AUTOMATION STRATEGY • Membership Program • Loyal Customers Membership Program Loyalty Reward Red Deals Sale Carnival Feedback Cross/Up- SellCredibility Open & Click Only Open Not Open Refer & Earn
  109. 109. EMAIL 1-MEMBERSHIP PROGRAM • Subject Line - “FNAME, This Is Only For Loyals Like You” • Business Goal - Get Registrations • Selling Message - Concept & Benefits of Program • CTA - Register Now
  110. 110. EMAIL 2-REFER & EARN • Subject Line - “FNAME, Today Is Your Lucky Day” • Business Goal - Participation in Scheme • Selling Message - Benefits & Steps for Refer & Earn • CTA - Refer Now
  111. 111. EMAIL 3-RED DEALS • Subject Line - “Surprise Surprise!” • Business Goal - Sale • Selling Message - Exclusive Offer • CTA - Avail Now
  112. 112. EMAIL 4-FEEDBACK • Subject Line - “How Much Do You Love Us?” • Business Goal - Engagement • Selling Message - Help to serve better • CTA - Submit
  113. 113. EMAIL 5-CREDIBILITY • Subject Line - “FNAME, What‟s Wrong With You?” • Business Goal - Build Trust & Confidence • Selling Message - Testimonials & Awards • CTA - Learn More
  114. 114. INFLUENCER MANAGEMENT
  115. 115. SHIVYA NATH • Travel Blogger • Nomadic, Vegan Account Followers Facebook @theshootingstarblog 22,821 Twitter @shivya 22,000 Instagram @shivya 30,200 Blog the-shooting-star.com 87,300 Platforms Credentials
  116. 116. MRIDULA DWIVEDI • Travel Blogger • Traveler, Story Writer, Photography Account Followers Facebook @mridulablog 20,931 Twitter @mridulablog 9,464 Instagram @mridulablog 6,026 Blog http://traveltalesfromindia.in/ 67,400 Credentials Platform
  117. 117. ROXANNE BAMBOAT • Food & Travel Blogger • Eat, Write, Sleep, Repeat Account Followers Facebook @thetinytaster 23,414 Twitter @roxannebamboat 39,400 Instagram @thetinytaster 7,025 Blog thetinytaster.com 8,250 Credentials Platform
  118. 118. MAGALI VAZ • Lifestyle & Travel Blogger & Vlogger • Lifestyle, Travel, Fashion, Beauty Account Followers Facebook @magali_c 4,816 Twitter @magali_c 13,300 Instagram @magali_c 41,500 Youtube Magali Vaz 7,288 Blog magalic.com 7,285 Platform Credentials
  119. 119. SANKARA SUBRAMANIAN • Travel Blogger • Travelpreneur, TEDx Speaker Account Followers Facebook @BEONTHEROAD 26,890 Twitter @sankaracs 3,694 Instagram @BEONTHEROAD 1,414 Blog www.beontheroad.com 69,100 Platform Credentials
  120. 120. ORM
  121. 121. www.tripadvisor.in
  122. 122. www.indiamike.com
  123. 123. www.mouthshut.com
  124. 124. www.destination360.com
  125. 125. www.travelfish.org
  126. 126. Travel Blogs
  127. 127. MEDIA PLANNING
  128. 128. Budget 50,000 (M) Facebook 20,000 (M) Display Rs. 15,000 (M) Search Rs. 15,000 (M) Website Clicks Ad 7,500 (M) Like Page Ad Rs. 3,500 (M) Carousel Ad Rs. 9,000 (M) Rs. 10 Rs. 125 (D) Rs. 500 (D) Rs. 300 (D) Rs. 500 (D) Rs. 250 (D) Rs. 20 Rs. 5 Rs. 5
  129. 129. FACEBOOK ADS
  130. 130. CAMPAIGN 1 • Objective - Page Likes • Topic – About RedBus
  131. 131. AUDIENCE TARGETING
  132. 132. AD COPY & CREATIVE
  133. 133. CAMPAIGN 2 • Objective - Website Traffic • Topic – Cross-Sell Bus Tickets
  134. 134. CAMPAIGN OBJECTIVE
  135. 135. CUSTOM AUDIENCE
  136. 136. AUDIENCE TARGETING
  137. 137. BUDGET & BID
  138. 138. AD COPY AND CREATIVE
  139. 139. CAMPAIGN 3 • Objective - App Installs • Topic – RedBus App Features
  140. 140. CAMPAIGN OBJECTIVE
  141. 141. AUDIENCE TARGETING
  142. 142. REACH, BUDGET & BID
  143. 143. AD COPY AND CREATIVES
  144. 144. AD COPY AND CREATIVES
  145. 145. LANDING PAGE
  146. 146. LANDING PAGE
  147. 147. TEST OVERLAY TOOL CHECK
  148. 148. SEARCH ADS
  149. 149. CAMPAIGN
  150. 150. SCOPE & BUDGET
  151. 151. AD GROUPS
  152. 152. AD COPY
  153. 153. DISPLAY ADS
  154. 154. CAMPAIGN OBJECTIVE
  155. 155. SCOPE & BUDGET
  156. 156. TARGETING
  157. 157. AD COPY & CREATIVE
  158. 158. THANK YOU!

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