This document discusses the evolution of digital marketing and the rise of marketing technologists. It covers various digital media channels including social media, search, display, video, and mobile. It discusses targeting audiences at different stages of the customer journey from awareness to conversion. It also discusses metrics like click-through rate, cost per acquisition, return on investment, and lifetime value to analyze campaign performance across channels.

1. A playground for the Marketing Technologists!

2.  The evolution of Digital Marketing
 Is this Marketing or Technology?
 The birth of Marketing Technologist / Digital Strategist!
 Digital Media Options – Owned, Earned, Paid / Where do we start?
 There is NO standard approach to Digital Strategy!
 The three dimensional approach to building a “Digital Campaign Strategy”
 Multi-channel Performance Analysis & Media spend optimization
LET’S GET STARTED!

3. Banner
Widgets
Video
Mobile
Paid
Search
Organic
Search
Social
CONVERT
ASSIST
INFORMENTERTAIN
Games
CONNECT
IP TV
Email
Website
WebsiteBanner Search
It used to be simple for digital marketers. If you don’t spend on search there was only one alternative
But…the landscape is fairly
complex now!
Credit: MSA

4. The CMO or the CIO…
Cookie is a Biscuit!
Java is great Coffee!Viral is a thing to defend against!
Maslow’s Hierarchy is Greek to me!

5. The birth of the analytical marketer whose objective
is to demonstrate ROI, improve marketing processes
and operational efficiencies, combining traditional
marketing skills with technology and quantitative
analysis.
The birth of the marketing technologist who
understands the consumers touch-point universe,
integrated measurement, content distribution &
multi-channel ad serving in the context of branding
and communication
Credit: MSA

6. Let’s get a bit more granular!

7. Credit: IDM

8. AWARENESS
CONSIDERATION
PREFERENCE
CONVERT/PURCHASE
Engage: Find the converted customers and
engage them actively with to generate Loyalty
and Advocacy
LOYALTY
Act: Find users who are highly engaged and ‘in-
market’ actively looking for your product. Target
users who have frequented a your home page
and/or product pages etc.
Sharply Target: Find specific users who have target
audience attributes and deliver specific messages
Broad Reach: Find broad audiences who are likely
to be receptive to brand messaging
Convert: This can happen on site or offline but
should be tracked.
Search Social
Display
Blogs:
Social Media (Referrals)
Email (Offers, Special Privileges)
Search
Display Retargeting:
Website
Email offers, incentives
Mobile Coupons:
Search
Targeted Display

9. With targeting, you reach more qualified groups across a
massive online audience.
• Content targeting narrows the audience to a group with a
common interest. Use sites in certain categories or Keyword based
content targeting.
• Profile targeting allows you to focus on a specific attribute of your
audience, such as demographics (e.g., men in their 40, married
with children) or geographic location (e.g., residents of Hyderabad)
• Behavioral targeting helps you attract users in a specific state of
mind by identifying their online behavior, enabling you to deliver
the right message to a highly qualified audience
Sharpness of targeting has to increases as we move
down the conversion funnel
ONLINE AUDIENCE
CONTENT
PROFILE
BEHAVIORAL
CONSIDERATION PREFERENCE

10. PassiveInteractivePro-Active
LEVEL OF TARGETING
High
Low
Drive a Sale
AUDIENCE RELATIONSHIP WITH AD
Drive Traffic
Drive Awareness
PURPOSE
• SEM
• Coupons
• Re-Targeting
• Broad Display
• Social Apps
• Video Viral
Customer Scenarios
• Airline Ticket
• New Car
• FMCG Product
• Social Recommendations
• Experiential Videos
• Vertical Searches
• Car Comparison sites
Credit: MSA

11. 1. Setup tracking codes for Google Analytics (GA)
2. Set-up good Lead Capturing Nurturing and Measurement System
3. Assess response rates = CTR  Conversion to lead  Conversion to sale
4. Assess cost effectiveness = CPC  CPA  ROI  LTV
5. Go beyond last-click to weighted attribution & multichannel assists in GA
6. Measure Branding effects = Awareness, Interest, Desire, Action (on or offline)
7. Iterate on the Media Mix spends based on ROI of respective channels

12. www.jigservdigital.com
VINAYKRISHNA
+91-9819234691
VINAY.KRISHNA@jigserv.com