Digital Marketing for startups

Digital marketing for startups
By Gayathri Choda
Copyright: gayatrichoda@gmail.com 8/23/2013

Agenda
 Digital Marketing – Introduction
 Digital Marketing Channels
 Display
 Search
 Social
 CRM
 Analytics
 Testing & targeting
 Measuring Success – ROI

Digital marketing - Introduction

Introduction
 Having an awesome product is half the battle won
however you need to promote it and identify your
product/market mix
 As a Startup owner, you have your product sales
priorities as,
To take the
product/service
to the target
market
Convince your
customers to try
the
product/service
Convert them to
use your product
/service
Awareness Engagement Conversion

Business questions – Examples
 Marketing helps you to take your product and convert the
users. It also helps you answer the questions as,
 How to take your product/service to market?
 How to be in top results for your product related search?
 What is the most influential features of your product/ services for
users?
 How to get the feedback for your product or services from users?
 Who are the people using your product/service and how to improve
their user experience?
• In today‟s world, its much easier to reach and convert the
customers via digital marketing channels

1994: Banner ads, pay-per-
impression
Banner ads for Zima and
AT&T appear on
hotwired.com.
1998: Sponsored search,
pay-per-click 1st-price auction
GoTo.com develops keyword-
based advertising with pay-per-
click sales.
2002: Sponsored search,
pay-per-click 2nd-price auction
Google introduces AdWords, a second-
price keyword auction with a number of
innovations.
1996: Affiliate marketing, pay-
per-acquisition
Amazon/EPage/CDNow pay
hosts for sales generated through
ads on their sites.
History of digital marketing
2006: Social marketing,
With launch of Facebook
and twitter, social media
marketing started
picking working on the
CPM and CPC model
sales of ads

Digital Marketing in 2013

1) Identify the
channels that you
need to be use to
reach your users
3) Create content
which attracts
different users needs
2) Research user
types to identify
different profile
groups
4) Update process
continuously with
defined success
metrics
With primary research,
know most active
channels for your users
base
To reduce gap in
product promises and
client expectations
To tie the campaign
objectives to higher
business goals and to
use appropriate
marketing tactics
To the accountability
and monetization of
the marketing
practice success
Your product features
and brand information
Your marketing
communication
Digital Marketing – Strategy

Direct traffic
Social Media
Display advt.
Paid Search
(SEM)
Natural Search
(SEO)
Email & RSS
(Subscribed)
Inbound
marketing
Outbound
marketing
Organic
Product
Homepage
Others
Content
interaction
Qualifie
d
Leads
for sales
Telephonic
Trade Shows &
organizations
Print & press
releases
Newsletter
Digital Marketing – Consumer Journey

SMS
Websit
e
Display
Search
Social
CRM
Direct
Banner ads
Video ads
Paid Search
Organic
Search
Native
Sponsored
Email
Content
Mobile
Apps
Standard
Rich Media
Contextual
Search
Results
Digital Marketing – Channels
Conversions

Digital marketing - Pricing
 Digital marketing typically a service business model.
 For the resources and usage of skill-set, it works on,
 Fixed cost model
 Variable cost model
 Mixed cost model
 For digital inventory, it works on
 CPM (Cost per thousand impressions)
 CPC (Cost per click)
 CPA (Cost per action/conversion)
 For digital marketing technology tools, it works on
 Licensing model
 Usage model

Digital marketing - Display

Digital Marketing – Display
SMS
Websit
e
Display
Search
Social
CRM
Direct
Banner ads
Video ads
Paid Search
Organic
Search
Native
Sponsored
Email
Content
Mobile
Apps
Standard
Rich Media
Contextual
Search
Results
Banner ads:
 Includes standard and rich media banners
which will be published on different websites
Use to give more creative concepts to the
product messaging
Done via ad creation, serving by buying “ad
units”
 Need to pay for creative’s, serving and
buying
Video ads:
Includes all video type of ads
Use to give longer and interactive creative
concepts to the product messaging
Done via video creation, serving by buying
“ad units” on video channels
 Need to pay for creative’s, serving and
buying

Display Marketing – Introduction
 Display advertising refers to web advertising displaying
the message using graphical information beyond text.
 Includes image, rich media, floating, transitional etc
 A clear advantage consumers have with online
advertisement is the control they have over the
product, choosing whether to check it out or not
 Digital advertisement can also be classified as Digital
Promotions

Display Marketing – Example

Display Marketing – Types of ads
 Types of ads:
 Standard banners:
 300x250, 90x260, 120x60 ( Maintained by IAB)
 Rich Media banners:
 Interactive banners ads
 Video banners:
 Standard video banners
 Interactive video banners
 Mobile ad
 SMS text ad
 multi-media message
 Banner ad in apps or mobile websites

Display Marketing – Tools used
 Publishers (websites which display ads) has technology for
the ad-serving on their websites
 Third party ad-serving technologies are also available
which are used to collect the served ads data
 Both use different sets of tags to collect the desired data
 The tools that are popular in the marker today are,
 DFA: Dart for Advertisers
 Mediamind
 Atlas
 Pointroll

Display Marketing – DFA Interface

Display Marketing – Mediamind
Interface

Display Marketing – Data metrics
 Commonly used metrics are – (per ad)
 Impressions (targeted, served & reported), clicks,
click through rate, interaction rate, dwell rate,
conversions, conversion rate, return on investment,
absolute unique visitors, visibility rate, view ability
rate, view ability impressions
 There are measured using cookies and tags

Display Marketing – Cookies
 Cookies are a piece of java script that executed on
browsers to collect data and for faster loading
 It is the predefined number of days considered before
a user conversion, during which user actions
(impressions and clicks) are counted.
The Number of Events:
For Cookie Window 1: 1 impression, 1 click
For Cookie Window 2: 2 impressions, 2 clicks
* Same cookie window for impressions and clicks
Cookie Window 2 *
Impression
Cookie Window 1 *
Click ClickImpression Conversion

Display Marketing – Pricing
Ad format CPM CPC CPA
Standard banner Rs 3-5 Rs 3-5 Rs 25-40
Rich Media Rs 15-20 Rs 20-30 Rs 80 - 120
Video ad Rs 30- 50
(Depending on weight)
Rs 50-80 Rs 250 -1,000
Ad Network Rs 0.50 – 1.5 Rs 0.50 – 2 Rs 50-100

Digital marketing - search

Digital Marketing – Search
SMS
Websit
e
Display
Search
Social
CRM
Direct
Banner ads
Video ads
Paid Search
Organic
Search
Native
Sponsored
Email
Content
Mobile
Apps
Standard
Rich Media
Contextual
Search
Results
Organic Search: (SEO)
Known as Search Engine Optimization
Used to get Top Rank in Google Search
Results
Done via Keyword optimization, meta
tagging, link tagging etc
No need to pay any money for search engine
Paid Search: (SEM)
Known as Search Engine Marketing
Used to get ad placements in search results
Done via Keyword bidding using Adwords
etc
Need to pay money for search engine via
CPC

Search Marketing – SEO
 Search Engine Optimization, also known as SEO, is the process
of increasing the amount of visitors to a Website by ranking
high in the search results of a search engine.
 The higher a website ranks in the results of a search, the
greater the chance that site will be visited by a user. It is
common practice for Internet users to not click through pages
and pages of search results, so where a site ranks in a search is
essential for directing more traffic toward the site.
 SEO helps to ensure that a site is accessible to a search engine
and improves the chances that the site will be found by the
search engine.

Search marketing (SEO) – Example

SEO – Process
 Search Engine Optimization (SEO) is a highly technical
process, but for online websites it's also a critical
business process.

SEO – Google Enabled Attributes

SEO – Details
 SEO has mainly two steps to implement
 Step 1: Keyword search and competitor analysis
 Review site structure and search engine rankings for client website
and that of their competitors
 Identify keywords that their customers are likely to enter in the
search engine to find their website
 Step 2: Site optimization
 Optimizing your site will typically take 10-15 business days,
depending on goals , no of pages and Complexity of site
 A list of recommended keywords to be used in your existing page
content

SEO – Keyword Research Tool (Ad words)

SEO – Site Optimization
 Site optimization contains 3 important steps
 On-page site optimization
 Off-page site optimization
 Link building

SEO – Link Building
 Boosting page rank is the next priority for optimized site. When all
other factors are equal, search engines will always favor the page
with a higher page rank.
 Page rank is essentially 'link popularity.' It's a reflection of how many
other websites contain links pointed at website. (these are also called
'inbound links' or 'non-reciprocal links.„)
 Google, Yahoo, MSN, Ask Jeeves, AltaVista and others place great
importance on incoming links. A large number of high-quality
incoming links can help your website beat the competition in the
search engine rankings
 Not all links are created equal. Search engines evaluate the incoming
links to determine the 'quality' of the link.

Search Marketing – SEM
 Search Engine Marketing, also known as SEM, is the process of
showing ads next to the organic results.
 The ads that are showing are selected based on a bidding
algorithm which takes into consideration, the relevance of the
ads to search results, the keyword bidding prices and also
popularity of the keyword
 SEM ads are of two types
 Search results ads: Ads that are shown next to or on top of the organic
results
 Contextual ads: Ads that are shown on the websites which uses Google
as default search engine

SEM Marketing – Example

SEM – Details
 Keyword bidding is the process for enabling SEM
marketing. One of the popular tools is Adwords for
Google.
 Keyword research tools helps to understand the
demand and estimated price per keyword
 This works on CPC buy model and gets billed once in a
month.

SEM – Tools (Ad words)

Search Marketing – Data metrics
 Commonly used metrics are – (per keyword)
 Impressions (reported), Clicks, click through rate,
Conversions, Conversion rate, Return on
investment, eCPC, eCPA,
 There are measured using Cookies and tags

Search Marketing – Pricing
Keyword types CPC
Branding Keywords Rs 0.5-2
Popular keywords Rs 40-100
Competition Keywords Rs 20-30

Digital marketing – Social

Digital Marketing – Social
SMS
Websit
e
Display
Search
Social
CRM
Direct
Banner ads
Video ads
Paid Search
Organic
Search
Native
Sponsored
Email
Content
Mobile
Apps
Standard
Rich Media
Contextual
Search
Results
Native Advertising:
Creating and Maintaining the Social Platform
pages like posts, tweets etc
Providing content calendar and social media
strategy
No need to pay any money for social
channels
Paid Search: (SMM)
Known as Social
Media Marketing
Used to get ad
placements in news
feeds
Done via subscribing
to social adverting
program
Need to pay money
for social platforms

Social Marketing – Introduction
 Social marketing is the process of creating reach and
engagement on-site and off-site with social networks
in reference to your own product related content.
 The ultimate goal is to enable brands to measure the
return on investment for social media activities and
make more accurate, customer-driven decisions about
social.
 Social media marketing is of two types
 Native advertising – Maintaining brand pages and
influencing users on social marketing
 Sponsored ads – Paid content related to the brands

Social Marketing – Examples

Social Marketing – Details
 Social marketing works on the influencer model. It
enables the brand to reach based on the “word of
mouth” of the users and their contacts
 Brands can create the content which influences the
users to like and engagement with it and ultimately
create a positive brand affinity and leads to purchase
 Social marketing is not designed to drive ROI however
its ultimate goal should be bottom line sales.

Social Marketing – Data metrics
 Commonly used metrics for social marketing/monitoring
 All the metrics that are valid for display will be valid
here
 Likes per pages/post , No. of comments, influencer
rate, engagement per post, no. of tweets, retweets,
depth of a tweet.
 There are measured using social channels analytics tools for
on-site engagement
 For the engagement happening regarding the brand is
measured via social monitoring tools

Digital marketing – CRM

Email marketing – Introduction
 Email marketing also know as permission marketing is
one of the oldest forms of marketing.
 There are two types of email marketing.
 Explicit permission marketing
 Implicit permission marketing
 Both are powerful marketing forms, but there is a good
probability people will consider them spam if the
messages are not relevant over the time
 Using the tracking parameters, we can collect different
metrics, however these are very different from normal
metrics that we collect via websites

Email Marketing – Examples

Email marketing – Details
 Email marketing is very effective if maintained as an
integral communication channel of campaigns
 Its little costly compared to the remaining forms of
marketing and need to be maintained for valid
customers
 Its powerful channel to increase the loyal users and
keep them for up-selling and cross-selling
 This is also very good medium to conduct surveys

Email marketing – Data Metrics
 The metrics that are used for email marketing
success are,
 No. of emails sent
 No of successful emails sent
 No of emails opened
 Open rate
 No of emails read
 CTR from emails
 No of responses
 Response rate

Digital marketing – Analytics

Context for Digital Analytics
 DSS – Decision Support System
 A conceptual framework for a process of supporting managerial decision-
making, usually by modeling problems and employing quantitative
models for solution analysis
 BI - Business Intelligence subset of DSS
 An umbrella term that combines architectures, tools, databases,
applications, and methodologies
 BA - Business Analytics subset of BI
 The application of models directly to business data
 Assists in making strategic decisions
 DA – Digital Analytics subset of BA
 The application of business analytics activities to Web-based processes,
including e-commerceCopyright: gayatrichoda@gmail.com 8/23/2013

SMS
Websit
e
Display
Search
Social
CRM
Direct
Banner ads
Video ads
Paid Search
Organic
Search
Native
Sponsored
Email
Content
Mobile
Apps
Standard
Rich Media
Contextual
Search
Results
Banner performance data
Keyword performance data
Influencer performance data
Content performance data
Mobile performance data
Websiteperformancedata
D
i
g
i
t
a
l
a
n
a
l
y
t
i
c
s
Digital analytics - Introduction

Digital analytics – Details
 As the web analytics covers the “internet” usages, it
can be divided into two types
1. On-site: Web traffic information on a particular website.
This is the information collected AFTER a user reached
the website
Ex: No. of users visited the site – Cricinfo.com
2. Off –site: Web traffic information on the internet as a
whole
Ex: Buzz and sentiment for „Sachin Tendulkar‟

Digital analytics – Details
 Digital analytics practice can be used to analyze the
both offline and online outcomes
 This digital analytics data can include
 KPIs
 Clickstreams
 Performance Data
 Surveys
 Testing & Targeting
 Competitive analysis
 But most important point is asking the question – Why
the outcome is what it is and how it is

Digital analytics – Tools (Omniture)

Digital analytics – Tools (Google
Analytics)

Digital analytics – Data metrics
 Visits and visitor reports
 Pageviews, visits, visitors, unique visitors
 Engagement reporting
 Avg pages per visit, avg. time spent on page, avg. time
spent on site, bounce rate
 Conversions/Goals reporting
 Conversions per action, conversion rate
 Path Analysis
 No. of steps in a conversion path

Testing and targeting - Introduction

Testing - Introduction
 Testing is the technique used to know the actual intent
of the customers who are visiting a website
 Though a website has a major goal like, content
production or e-commence or engagement. There are
micro elements that are also part of this. Ex: Looking for
careers link in Amazon web site.
 So its important to know how each group of users are
responding to different group of people.
 We can use testing to know the known- unknown
elements

Types of tests
 There are many types of testing techniques that are
used. Most popular are,
 A/B testing or Split testing
 MVT testing or Multivariate testing or bucking testing
 Any testing technique requires to have the hypothesis
ready and the have a clear definition of test elements
 By testing, you cant derive new learning‟s other than
the elements that we have hypothesis for.

A/B testing – Details
 AB testing compares the effectiveness of two versions of
a web page, marketing email, creative images, landing
pages – in order to discover which has better response
rates, better conversion rates, etc.
 AB testing will test two samples of the test – Control and
test groups, to see which single variable is most effective
in increasing a response rate or other desired outcome
 To be effective, the test must reach an audience of
sufficient size that there is a reasonable chance of
detecting a meaningful difference between the control
and other tactics

A/B testing – Tools
 Example: A company want to test two banners of
a creative reaching out to 5000 people.
 First 2500 people got a offer with CTA “Buy now”
 Next 2500 people got a offer with CTA “Learn more”
 All other elements of the creative remain the same
 Record CTR for each banner and that will be the
winning banner
 Tools that provide that reports are, Google
Analytics content experiments, Optimizely, Visual
website optimizer, Unbounce, Omniture T&T,
Personyze, Plumb5

MVT testing – Details
 Multivariate technique for testing hypotheses on complex
multi-variable systems, especially used in testing market
perceptions
 Multivariate testing is usually employed in order to
ascertain which content or creative variation produces the
best improvement in the defined goals of a website,
whether that be user registrations or successful completion
of a checkout process
 Testing can be carried out on a dynamically generated
website by setting up the server to display the different
variations of content in equal proportions to incoming
visitors

MVT testing – Details
 Dynamic creative optimization is the application of MVT
testing. An automatic system will show the high
performing creative to audience by testing the
algorithm for targeted profiles
 In a nutshell, multivariate testing can be seen as
allowing website visitors to vote with their clicks for
which content they prefer and will stand the most
chance of their proceeding to a defined goal
 This is one of the high growth area in digital marketing
in the current digital marketing. All vendors who
support AB testing are supporting this

Re-targeting – Details
 Re-targeting is one of the popular targeting technique
that is used today
 Re-targeting is used in identifying the group of
audience which fits the segment definition and giving
them a relevant message for their next visit
 This targeting can be applied on specific web-site or on
an ad-network or with specific publisher website
 Retargeting can happen based on any action. Ex: Click
on the banner, drop out from the cart, visit to the site
etc.

Re-targeting – Tools
 Retargeting can be done four segment bases:
demographic, geographic, behavioral, psychographic
 While using this technique, you can use the same
message or different messages fine tuned
 Currently all ad serving platforms are supporting re-
targeting for media
 Web analytics tools like – Omniture and Google
Analytics has also that capacity

Digital marketing –
Measuring success

Digital Marketing - Approach
 Technology – 20%,
 People – 30%,
 Process – 50%
Process
People
Tech.

Digital marketing – Measuring success
5-step process
 Step 1: Identify the business objectives
 Why your website exists?
 What the macro and micro task?
 What and how digital channels are used? Etc.
 Step 2: Establish goals and identify related KPI‟s
 What you want to achieve for your website at the end
of a year?
 How to want to measure your success?
 How do you want to measure the success of your
vendors?

Digital marketing – Measuring success
 Step 3: Set realistic targets to reach them and agree
with all stakeholders
 How much, defines the success of the efforts?
 Do your team and big boss agree for it?
 Does your finance team support this?
 Step 4: Review target achievement at specific periods
 When to review the results?
 How often to review the results?
 Step 5: Take preventive or corrective actions to
maintain the intended course
 How to address if a risk is faced?
 How to make changes to the initial course of actions?

Digital Marketing – Measurement
framework
Marketing
Measurement
Framework
1) For Industry Insights
2) Existing user surveys
3) New user groups
4) Feedback
5) Tie up with research
groups
Step 0:
Researc
h
1) Establish brand
guidelines
2) Create content plan
3) Identify target groups
4) Enroll trade associations
and groups
5) Plan score cards
Step 1:
Plan
1) Define business
metrics
2) Define turn-around
times
3) Create Quality score
for leads
4) Define R&R
Step 2:
Define
1) Identify resources
2) Execute content plan
3) Follow up on the requests
4) Tie up with industry leaders like
Google for affiliate marketing
Step 3:
Execute
1) Measure success
2) Identify the working
channels
3) Optimize low
performing below
channels
Step 4:
Measure
Step 5:
Update
1) Update the process
by the learning’s
2) Update strategy with
agreed timelines
3) Feedback to
planning

Digital Marketing – Framework advantages
Strategic win
• ROI maximization by finding
the opportunities
• Publisher value segmentation
• Increase of effectiveness of
media mix
If implemented, estimated
value is 20-25% (>) of
exposed digital media
spend*#
* Calculated by considering testing and
targeting techniques and negotiation
of better rates
Tactical quick win
• ROI monetization and gap
correction
• Publisher value negotiation
• Increase of effectiveness of
media by better targeting
values is 15-20% of exposed
digital media spend *#
* Calculated by considering ad
optimization and reduction of bounce
rates
ValueaddforClient
TODAY Q4 2013 H1 2014
Low hanging fruits
• ROI realization and gap
identification
• Publisher value gauge
• Reduction of wastage by
better planning
value is 5-15% of exposed
digital media spend*#
* Considering visibility & frequency
capping and other reports been
implemented

Thank you
For any queries contact:
gayatrichoda@gmail.com
www.datapub.in

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