This document provides an overview of Digital Kites' digital marketing and content resources to increase awareness of its technology solutions and products. It outlines a three-phase media approach to first build brand awareness, then increase involvement through relevant content, and finally drive consideration. Digital platforms like Google, social media, display ads and videos will be leveraged. A mix of branded and valued content will be created in different formats.

1. Digital Marketing & Content Resources Overview
The following presentation gives a broad overview of
resources Digital Kites has to develop over a period of
time on each platform for both products and outlines a
3 phase Media approach

2. The Brief
▪ Digital Kites offer customised IT solutions to address needs of
customers across business verticals
▪ Complete range of solutions in the area of analytics and CRM,
similar to salesforce but at a much competitive price &
personalisation.
▪ Key USPs:
○ Competitive Products
○ Personalization Capabilities
○ Aggressive Product Pricing

3. Objectives
▪ Increase visibility and awareness for Digital Kites as a tech solutions
partner
▪ Awareness on it products and its USPs - Audience Play & Audience
Prime

4. Audience Focus
Marketing Decision Makers
Brands
Marketing Firms/Agencies
Brands across industries
SMEs/SMBs
App Developers
C suite
Tech decision makers’
Influencers

5. A quick analysis of few B2B website and digital properties (Possible
Competitors)

6. Leveraging Trending Topics
through interactive videos
featuring Employees
Excerpts from Employee talk at
press conferences
Webinar announcements creatives
clearly highlights its purpose &
schedule
Promoting its certification
programs using creatives which
highlights the topics, schedule &
about the course
Using High Quality pictures to
communicate Brand
announcements/News

7. Salesforce Website
What Do they get:
- Clear communication of positioning & brand
messages
- Clear Depiction of USPs
- Services defined in detail
Learnings:
- Be easy and jargon free in your messaging
- Clearly depict the value proposition
- Your website needs to be a repository of
information in different formats to gauge
audience attention
- Building credibility through content, reviews,
case studies is extremely critical

8. Comprehensive Blog Section
Key takeaways:
- A comprehensive blog section with clear
bifurcation of content for audiences
- Weekly newsletter to showcase new stories
and content pieces for the audience

9. Videos
Key takeaways:
• Dejargonising complex tech through How To Videos/ Case Studies to showcase benefit
• A separate website section showcasing short interviews /visuals as a content directory

10. Infographics & Guides
Key takeaways:
• Infographics Make the information easy to understand and pleasing to present
• Key themes include Building Customer Loyalty, CRM Solutions

11. Case Studies/ Consumer Speak
Key takeaways:
• Raise the anticipation by getting experts’
opinion on the content
• Create case studies including customer
representatives

12. Podcasts
Key takeaway:
• Increased engagement with audience through podcasts and webinars

13. Key takeaway
Content creation and marketing needs to be a key
focus in building tech brands
“64% Indian marketers say that content marketing is a core ingredient for brand
awareness”
“53% marketers say it helps in attracting and retaining customers”

14. What kind of content should brands focus on while interacting with
consumers?

15. The various reasons of using social media: study
Source: UM study
Brands need to be social with
consumers to strike meaningful
chord.

16. So we identify the content that’s valued and meets are objective
Source: UM study
Brands needs to keep a balance
between content created for
brand awareness and content
that consumers value.

17. Therefore Our Content Approach
Valued Content Branded Content Formats
How technology can scale up your
business?
How can Audience Play help your
business?
Videos, Infographics, Creatives, GIFs,
Webinars, Blogs, Emailers
Personalization in MarTech: How does
it work?
Working with Audience Prime &Audience
Play
E-Commerce Marketing Simplified Industry Case Studies
Digital Trends Shaping MarkTech Testimonials/ Consumer Speak
Changing Data Ecosystem: Is CRM
enough
Onboarding your CRM data with Digital
Kites offerings

18. Broad Media Approach

19. Digital Platforms that are relevant to us from
Awareness & Consideration perspective
Google
Social Media
Programmat
ic –
Audience
buying
MobileVideos
Affiliates,
Influencers
& Blogs
Display
News,
Sports,
entertainme
nt

20. Advertising
Approach
Innovations & Banner on Reach & Affinity Sites
Banner on News, Business & Finance sites
Search (Remarketing , Contextual targeting, Keywords & Banner Ads)
Native Ads
Facebook (Ads, Apps, Page Management)
Targeted Mailers
Mobile (Innovations, Banners & Apps)
Awareness Involvement Consideration
Video Promotion (Innovations & Banners)
SMS/IVR, In-App Promotion & WAP Ads
Programmatic Audience Buying

21. Drive brand awareness for
Content and relevancy through
it’s Services/Offering
Convert audience into
Customers
Activate the customers
- Create high impact
awareness and reach the
mass
- Build relevance to create
contextual comm.
- Drive paid & non paid
traffic to the website
- Market the proof points
- FB
- Native Advertising
- Display sites for
awareness
- Google
- FB
- FB Lookalike and custom
TaskStrategyMedia
Google, ET, Mint, Bloomberg,
LinkedIn, Programmatic buying
SEO, SEM, Custom targeting
on FB
ET, Mint, Money control,
LinkedIn
Sites

22. Awareness
Objective
Creating awareness and building brand
recognition about our offering among
audience group
Intent is to increase consideration factor
among our TG
Frequency
High impact with Low frequency with 3 OTS
for increasing reach
High frequency for increasing brand recall and consideration
An OTS of 6
Moderate frequency for balancing reach
& frequency with 4 OTS.
2 Months3 Months 1 months
Involvement ConsiderationStage
Duration
Involving more & more audience with our content
Media
Strategy
More focus on Reach & Affinity sites for
reaching direct TG & Influencers
Capture Audience from the core TG and convert
them to valuable fans & followers
More focus on relevant content. Dissemination of offering and USP of
different product/Service ranges
Provide value rather than hard selling,
improve loyalty and stickiness on SOCIAL PLATFORM
Targeting stage 1 and stage 2 audience
for getting onboarding
Remarketing to the audience who
dropped off from our site without
registering.
30%50% 20%Budget Split
OTS : Opportunity to see
Communication
Strategy
More focus on the service and USP Targeting to Stage 1 users with our content i.e., existing service user of
some other service provide
Communication will be around service and
costing, custom solution.