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Digital Marketing For Startups By VENUGOPAL GANGANNA, CEO at Langoor Digital
The document discusses the evolving landscape of marketing, emphasizing the importance of brand purpose, digital identity, and community involvement in creating successful brands in the sharing economy. It highlights the shift from functional focus to a holistic brand strategy that fosters connections and experiences for consumers. Additionally, it outlines an integrated approach to digital marketing, leveraging technology and data to enhance engagement and optimize customer interactions.
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Digital Marketing For Startups By VENUGOPAL GANGANNA, CEO at Langoor Digital
- 1. December 5, 2017 March,2018 Marketing X01
- 2. The Science andart of exploring, creating and delivering value to satisfy the needs of a target market for a profit • Consumers at the heart of business • Science and art at the heart of marketing • Brands with purpose + meaning • Go to market strategy with idea, technology • Experience and engagement at the center of advertising
- 3. TRANSFORMFUTURE GETTRAFFIC CREATEENGAGEMENT & SALES • Brandthinking and Digital identity • Core content strategy • Builddigitalpresenceandleveragecore DMactivitieslike Search,social, organic and inorganic push • Platform thinking and MarketingAutomation • Increase engagement with ideas and advertising • Optimize channels, Retarget and Remarket • Build community and increase revenue/customer • Out of the box ideas • Create thought leadership using world without borders, Connected platform, Experience economy and Shared economy trends Digital Marketing Framework
- 4. Lot of startup’slack all basic requirements that go in the making of a successful “Brand”
- 5. WHY. THE NEW AGEBRAND PARADIGM. It is critical to define the who. But modern day startup’s are about WHY. THE PURPOSE.
- 7. The DNA ofDisruptive companies WITH NOT JUST A LOGO, WEBSITE, TABLESTAKES MARKETING… WITH A HOLISTIC BRAND THINKING THAT GIVES A DEFINITIVE CLARITY AS TO WHY ARE YOU IN THIS BUSINESS… AND THIS THEN LEADS TO A 360 DEGREE ACTION PLAN.
- 8. A LOOK ATA DISRUPTIVE/ TRANSFORMATIONAL ‘BRAND’
- 9. The product idea. Communitymarketplace for couches to castles. “We connect people who have space to spare with those who are looking for a place to stay. Guests can build real connections with their hosts, gain access to distinctive spaces, and immerse themselves in the culture of their destinations.”
- 10.
- 11. The big purpose. ForgetHotels. Belong Anywhere.
- 13. Positioning in themarket and in the minds of the consumer in a manner that is unique, differentiated manner BY GOING BEYOND FUNCTIONAL NEEDSOFTHE CATEGORYTO A LARGER PURPOSE AROUND WHICHTHE ENTIRE BRANDWILL BE CENTERED.
- 23. Key parameters ofassessment for BRANDING. RELEVANCE BEYOND FUNCTIONALITY COMPETITIVENESS SUSTAINABILITY UNIQUENESS DIFFERENTIATED
- 24. TRANSFORMFUTURE GETTRAFFIC CREATEENGAGEMENT & SALES • Brandthinking and Digital identity • Core content strategy • Builddigitalpresenceandleveragecore DMactivitieslike Search,social, organic and inorganic push • Platform thinking and MarketingAutomation • Increase engagement with ideas and advertising • Optimize channels, Retarget and Remarket • Build community and increase revenue/customer • Out of the box ideas • Create thought leadership using world without borders, Connected platform, Experience economy and Shared economy trends Digital Marketing Framework
- 25. CATEGORY How do wecreateintent or capture the intent for the category? PRODUCT How do we influencethis intent into purchase? BRAND How do we stayTopof Mind in ourTG?
- 26. Build Digital Presence Leverage CoreDM Omni Channel Strategy CreateWeb presence and build social channels SEO Paid Media and Programmatic Social Media Marketing Brand promotion and engagement Leverage offline presence Channel strategy Experience & email marketing GetTraffic
- 27.
- 28. TRANSFORM FUTURE “Prediction isvery difficult, especially about the future” – Yogi BerraThe World of 2020 Implications • The Algorithmic age • Customers never enter data • Data analysis enables insight to action Data Stewardship = competitive advantage
- 29. “Prediction is verydifficult, especially about the future” – Yogi BerraThe World of 2020 Implications • The Algorithmic age • Customers never enter data • Data analysis enables insight to action • A world without barriers • No human interventions • Least resistant path to buying Ecosystem = Reimagine Data stewardship = competitive advantage TRANSFORM FUTURE
- 30. Product = E2EExperiences “Prediction is very difficult, especially about the future” – Yogi BerraThe World of 2020 Implications • The Algorithmic age • Customers never enter data • Data analysis enables insight to action • A world without borders • No human interventions • Least resistant path to buying • Connected environment • Connects people with each other • Interoperability, free flow of data Ecosystem = Reimagine Data stewardship = competitive advantage TRANSFORM FUTURE
- 31. Experience = Love “Predictionis very difficult, especially about the future” – Yogi BerraThe World of 2020 Implications • Experience Based Economy • Seeks authenticity • Ignore ads, Require Immediacy • The Algorithmic age • Customers never enter data • Data analysis enables insight to action • A world without borders • No human interventions • Least resistant path to buying • Connected platforms & services • Easy, natural, personal, context aware • Interoperability, free flow of data Product = E2E Experience Reimagine Ecosystem Data stewardship = competitive advantage TRANSFORM FUTURE
- 32. Experience = Love “Predictionis very difficult, especially about the future” – Yogi BerraThe World of 2020 Implications • Experience Based Economy • Seeks authenticity • Ignore ads, Require Immediacy • The Algorithmic age • Customers never enter data • Data analysis enables insight to action • A world without borders • No human interventions • Least resistant path to buying • Connected platforms & services • Easy, natural, personal, context aware • Interoperability, free flow of data • Cloud connected apps, devices, data Product = E2E Experience Reimagine Ecosystem Data stewardship = competitive advantage TRANSFORM FUTURE • Shared Economy • Allure on non ownership Access not Ownership
- 33. HOW DOES ALLOF IT COME TOGETHER
- 34. Engagement Search-ability & Experience Data& Connected experience Behavior & Mobility Content & Channels
- 35. Engagement & Service PTAT> 5%, Service SLA <32 Hours, Social traffic >15%, Search and Experience Top ranking for 10 brand and non branded keywords, Speed by 40%, DirectTraffic by 20% Content and Channels Programmatic spend, Improve content sharebiility by 30% Data & Connected Experience Spend aligned to traffic trend, content strategy as per listening Behavior and Mobility 45% spend on mobility, Build 15 segments and build data stack
- 36. December 5, 2017 ThankYou VenugopalGanganna Venu@Langoor.com