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Developing a successful digital marketing strategy - Part 1 (high level)
This document outlines keys to developing a successful digital marketing strategy, including understanding customers, enabling integrated marketing campaigns, and focusing on customer retention. It discusses mapping customer behavior, setting up customer profiles and segments, integrating marketing channels, and measuring success through tools like Net Promoter Score to improve referrals. The goal is to reach customers at the right time with personalized messages across channels to improve conversions while developing strong customer relationships.
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Developing a successful digital marketing strategy - Part 1 (high level)
- 1. Developing a successfulDigital Marketing Strategy (High level) By DURGESH KAUSHIK
- 2. Index About me Top onlinemarketing challenges Marketing opportunity and goals How to get there? Enabling integrated marketing – Key Components Enabling integrated marketing – Infrastructure Understanding customers Retention, Repeat and referrals NPS and its importance Conclusion www.DurgeshKaushik.com
- 3. About Me Experienceof working in Silicon Valley, Europe, Latin America, Singapore and India Worked at Facebook twice - Led Online Marketing (SME/SMB) for Europe, Middle-East, Africa and Asia Led digital marketing at InfoStretch, Reliance Jio, Edureka, BHIVE Workspace. Chief Marketing Officer 100K+ followers on Facebook; 7K followers on LinkedIn Digital marketing thought leader. Speaker and author. Experience of running global social media and campaigns, with budgets up to $20 Million www.DurgeshKaushik.com
- 4. Top Online MarketingChallenges -2016 • Rapidly changing media consumption and interaction channels. Eg. Shift to mobile, diversity of mobile form factors, communication apps etc. Adapting to change • Multiple ecommerce players (with deep pockets) targeting the same customers through all channels – Reducing message effectiveness and increasing CPMs, CPCs, CPLs etc. Fierce competition •Disparate marketing tools and platforms requiring complex integrations – Using best of the breed marketing platforms and CRM systems requires complex cross platform integration Technical complexities •Inability to track user behavior across internet and apps Incomplete data •Diverse demographics, internet and mobile maturity, languages, expectations from online shopping Highly diverse customer segments www.DurgeshKaushik.com
- 5. Marketing Goals Drive engagement on websiteor app through personalized content Increase # of transactions per visit Increase # of transactions per customer Improve marketing campaign response rates Decrease shopping cart abandonment rates Increase overall marketing ROI Widen top of the funnel Improve conversion rates Reduce marketing costs www.DurgeshKaushik.com
- 6. How to getthere? Orchestrate marketing campaigns Reach the right people at the right time, at the right place through the right channels, with the right message Drive trust Become the most trusted online shopping destination Make it easy Deliver the most intuitive online shopping experience. Use marketing channels and notifications to fill the gaps Develop strong customer relationships Help customers make best and most informed decisions through guided content Think beyond transactions Engage customers as well as those who aren’t yet (Through Content marketing) www.DurgeshKaushik.com
- 7. Enabling integrated marketing Keycomponents Develop smart customer profiles • Shopping behavior • Onsite and in-app actions • Interactions with marketing campaigns • Location and timing • Past shopping patterns Segmenting target audience for campaigns • Based on customer profiles • Real time triggers (eg. Response to marketing campaigns/notific ations) Setting up marketing experiments • Create randomized test and control group • Adjust test and control ratio based on campaign results on various metrics Integrating channels with content management system (CMS) • Select channels based on customer profile and campaign • Deliver campaign and channel specific content • Enable bi- directional , seamless communication between channels Launching and measuring campaigns in real time • Real time dashboards • Monitoring marketing response by customer segment Build robust, on-the-fly segmentation models based on data from multiple channels and create and publish targeting rules for each www.DurgeshKaushik.com
- 8. Maid Milkman Newspaper vendor Railways/buses /trains Cinema Corporate Food courts Toll booths Railways/buses /trains Schools /colleges Fueloutlets Restaurant chains Shopping Malls Small kirana Small kirana Restaurant chains Taxi/Auto Taxi/Auto Automobile mechanic Fruit/ Vegetable vendor DTH/Cable/music/internet Panwala /corner shop Panwala /corner shop Electricians/ Plumber Early Morning: • Milk • Breakfast • Newspaper • Small grocery shopping • Exercise • Worship Morning: • Travel to office • Go to school/colleg e Afternoon: • Lunch • Household work • Recreation Gym/yoga Gym/yoga Temple Evening: • Return from office • Recreation • Entertainm ent – Cinema, TV, Music • Dinner • Shopping Money Withdrawal Hospital Key to success - Understand the customer like no one else Map customer’s day and various shopping instances • Comparison shopper • Impulse buyer • Discount monger • Free shipper • Mobile shopper • Seasonal shopper • NRIs and Gifts shopper • Quality watcher • Researcher • Evangelist • Opinion seeker • Luxury shopper • Loyal customer • Shopping interests Shopping Behavior • Mobile • Tablet • Computer • Smartphone vs feature phone user • Social media presence • Preferred channels Technology adoption Demographics • Age, gender, location • Income, marital status www.DurgeshKaushik.com
- 9. Segment users byintent stage to customize communication www.DurgeshKaushik.com
- 10. Integrated campaigns –Set-up marketing workflows and automation Learn Iterate LearnScale Develop and validate hypotheses Test Content Management and digital campaigns Create content based on customer segments and campaign Set-up test and control groups. Perform multivariate tests Modify content based on test campaign Quickly learn and iterate with another set of customers Learn and scale the campaign www.DurgeshKaushik.com
- 11. Pre-Launch Objectives andstrategy Develop a community and get user feedback to customize products Develop content around challenges and issues faced by consumers Invite consumers to interact with the content in form of comments, answers to polls and surveys Analyze engagement data and listen to feedback Build top of the funnel Subscribers to content Visitors to website (Website custom audiences for retargeting) SEO (Using targeted content) Social media followers Set-up affiliate channels Identify and shortlist affiliate exchanges (CJ Affiliate, Shareasale etc.) Start recruiting affiliates Set-up integrated digital marketing infrastructure www.DurgeshKaushik.com
- 12. Enabling Integrated marketing- Infrastructure Customer database & CRM Marketing Automation Platform and systems (eg. Marketo, Hubspot, Pardot, in-house) Customer segmentation and selection (for the campaign) Content management system Email In-app notification s SMS Social Media SEM & affiliat e Onsite notificatio ns Channels targeting Re-targeting Monitoring and management www.DurgeshKaushik.com
- 13. Campaign example Social validationbased shopping Objective Improve conversion rates and enhance shopping experience Hypothesis Indians generally visit shopping malls with their friends and family and seek their opinion while making decisions. Enabling a similar experience online could be a huge differentiator and can help lift conversion rates. Solution - Enable social shopping online Make it easy for customers to share product information and their opinion Integrate a “send to a friend” functionality with integrated messaging Target audience Customers who read the review section of products and customers logged in with social connectors Channels On-site and in- app notifications Trigger When user clicks on “read reviews” or cart abandonment Primary success metrics Lift in conversion rates www.DurgeshKaushik.com
- 14. Drive repeat customersand referrals Focus on customer feedback and behavior Actively monitor Net Promoter Score (NPS)* at all priority customer touch points Close the loop on feedback (both inner loop and outer loop) www.DurgeshKaushik.com
- 15. Importance of NPS NPSleaders tend to grow at more than twice the rate of their competitors. NPS has a direct impact on your brand and revenue growth Apple retail store managers call detractors within 24 hours of an NPS survey submission. They then tracked the purchase patterns of detractors that had spoken with store managers vs. those that hadn’t and discovered that the former spent significantly more, resulting in more than $1,000 in additional revenue or $25 million in the first year. Phillips electronics tracked NPS for a sample of accounts over time and found that where NPS increased, revenue grew by 69%. Where it remained steady, revenue grew only by six percent. And where NPS declined, revenues actually decreased by 24%. www.DurgeshKaushik.com
- 16. How does NPSwork? Single Question: How likely is it that you would recommend our company/product/service to a friend or colleague? Scale of 1-10 www.DurgeshKaushik.com
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- 18. Conclusion Keys to buildinga successful digital marketing strategy • Understand the customer like no one else • Reach the customer at the right time, at the right place and with the right message • Focus on a personalized and seamless experience • Integrate marketing platforms to enable state-of- the-art marketing campaigns • Closely monitor NPS and close the loop • Focus on engagement beyond just transactions www.DurgeshKaushik.com