Presentation on covering all aspects of digital marketing - India context

1. Digital Marketing | AngelFrills
Submitted By:
GROUP VII
• WMP08024 | Nikhil Thapar
• WMP10054 | Ankur Khandelwal
• WMP10075 | Mohammed Dawood Siddiqui
• WMP10084 | Sandeep Sinha
• WMP10087 | Syed Fuzail Hasan
Submitted To:
Prof. Moutusi Maity

2. Section #2 | The Company
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• INTRODUCTION OF ANGELFRILLS
• BUSINESS MODEL
• PRODUCTS
• 4P’S
• STP
THE COMPANY

3. Company | Introduction of AngelFrills
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Angel Frills is an online store specialized in creating unique, custom made comfortable dresses for dressing
your angel for any party or special occasion.

4. Introduction | e-Commerce & Inventory Based Model
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Inventory Led Model
Advantages
• Direct control
• Better margins
• Since all stock is custom made and
ready in stock
• Example: yepme, bigbasket etc.
• Pros
• Better margins
• Need not to reply on third party seller for goods
• Can stock and get more margins on your goods
• Cons
• Need to stock everything.
• Need to invest lots of money on buying products
• Higher cost of managing warehouse
Moving on to Hybrid Model

5. Company | Products & 4Ps
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• Custom made designer clothes for kids between the age of Upto 15 years
• Targeted customers:
• Parents specifically mothers
• Categories
• Currently 6 categories
• Party Dresses
• Tutu Dresses
• Hair Bands
• Festive Dresses
• Accessories
• Customizable
Product
Customization,
Warranty,
Made to order
Promotion
SEO/PPC
Social Media
Email Marketing
Price
Strategic pricing,
Loyalty
programs, easy
payment options
Place
Online portal
Angelfrills.com

6. Company | Segmentation, Target & Position
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Targeting
Middle income,
High income -
young
parents who are
online shoppers
Positioning
Custom made designer
dresses for kids
Segmenting
Young parents
who prefer
shopping for
designer clothes
online

7. Section #3 | The Digital Marketing Strategy
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• DIGITAL PROMOTION
• SEARCH ENGINE OPTIMIZATION
• SEARCH ENGINE MARKETING
• SOCIAL MEDIA OPTIMIZATION
• DIGITAL ADVERTISING
• PPC ADVERTISING
• DIGITAL MARKETING
• EMAIL MARKETING
• NEW MARKETING TOOLS
• OTHER MARKETING CHANNELS
THE DIGITAL MARKETING STRATEGY

8. Digital Promotion | Search Engine Optimization (SEO)
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• Google Indexing with Google Webmasters

9. Digital Promotion | Search Engine Optimization (SEO)
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• Google Indexing with Google Webmasters

10. Digital Promotion | Search Engine Optimization (SEO)
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• On Page: XML Sitemap, Title, Meta Keyword, Meta Description, Image
alt tags, SEO friendly URL, quality content as per product

11. Digital Promotion | Search Engine Optimization (SEO)
• Off Page:
• Forum participation
• Link submissions
• Back links from some of partner website
• Local SEO:
• Registered with Google Local Business further updating
the listing
• Mobile SEO:
• Device based responsive design, optimizing for Google
AMP(Accelerated Mobile Pages)
• Keyword Reference SEMRUSH, Google AdWords
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12. Digital Promotion |
Search Engine Marketing (SEM) / PPC
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• Search Engine Marketing is a route through which the promotion of websites
relating to various businesses is conducted.
• Search Engine Marketing is used to increase visibility of such websites in the
result pages of the Search Engines used by customers/users through Paid
Advertising.
• Search Engine Marketing, in its extended form may also include Search Engine
Optimization within its ambit which helps to achieve a higher ranking in the
Search Engine result pages to enhance Pay Per Click.
• Google Adwords is one of the most popular advertising services used by Search
Engine Marketers amongst others such as:
• Bing Ads
• Yahoo – Search Ads
• We used Google Adwords for the purpose of promoting our website
Angelfrills.com

13. Google Adwords
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• Adwords is the advertising service provided by Google for the purpose of
displaying Ads on Google and other Publisher websites on Google's Ad Network.
• This service of Google functions on the concept of Keywords that are used in an
Ad campaign of a business.
• Adwords enables users of the service to set an advertising budget for their ad
campaign where the user pays only when people click on their Ad.
• We used Google Adwords to run our advertisement campaign while setting an
Advertisement Budget.
• We made use of this service to analyze the most Effective Keywords by way of
measuring frequency of customers clicking on our Ad and the number of times
our Ad was published on Google's Ad Networks (Google.com, other Publisher
websites and apps)
• Using Adwords and setting a Budget helped us Analyze our Cost in relation to
the Keywords that we Bid for and performance of our Ad Campaign relative to
other advertisers bidding for the same Keywords

14. Google Adwords
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• Displayed above is an Illustrative list of Keywords that we Bid for, in order to promote our Ad.
• Various metrics help us in measuring the performance of our Ad.
• In the snapshot displayed above we can see that the Keywords “Girls Dresses” has received the
max. number of Clicks, impressions and Click Through Rate.
• Such analysis would help us in promoting our website in a better way where we would be able to
choose carefully the Keywords that would be most beneficial.

15. Google Adwords
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Max. Cost per
Click that we
are willing to
pay. ~ Budget
Count of
Clicks on
our Ad
No. of times our
Ad was published
on Google's Ad
Networks
Clickthrough rate to
measure how often
people click on our Ad
when shown to them
Average Cost
and Total
Cost per
Keyword
Position of our
Ad relative to
other
advertisers

16. Digital Promotion | Social
Media Optimization (SMO)

17. Digital Promotion | Social Media Optimization
(SMO)
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18. Digital Promotion | Social Media Optimization
(SMO)
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19. Digital Promotion | Social Media Optimization
(SMO)
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20. Digital Marketing | Email Marketing
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21. Digital Marketing | Email Marketing
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Tool: MailChimp

22. New online marketing tools:
• Push notifications using third party application
• Personalized alerts (cart abandonment) feature set up:
Sending personalized email alerts if somebody adds a
product in cart but do not order.

23. Section #4 | Analysis of Digital Marketing Strategy
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• WEB ANALYTICS
• GOOGLE ANALYTICS
• CONSUMER FEEDBACK
• REVENUE
• GOOGLE ADSENSE (MEASUREMENT & OPTIMIZATION)
ANALYSIS OF DIGITAL MARKETING STRATEGY

24. Web Analytics | Google Analytics
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Google Analytics
• Google Analytics is the most popular Web Analytics tool to track and report website traffic.
• It helps see page performance, time spent on pages, visitor segmentation, shopping cart behavior, funnel
visualization. It helps improve website layout, marketing strategy and campaigns.
• It uses Javascript on pages to track visitor details by runnig on the visitor’s browser and sending it to central
server.
What We Did
• To Understand the website traffic in general and details about visitors & session in particular
• To Analyze the customer segment visiting the website and see if it is in line with our Segmentation and
Targeting
What We Observed/Analyzed
• Since new website, traffic picks up on dates when mobile, email and social marketing is carried out
• Time per page and session duration looks alright but bounce rate is considerably high.
• Email, mobile and social media marketing would need to be more targeted to drive in the right audience.
• Analyzed city wise views on the website and their behavior with regard to bounce rate, session duration
and page depth.
• Age demographic doesn’t look ideal as target segment which is parents’ of young children (25-34 and 35-
44) as other age groups present. We need to analyze it further as traffic grows.
• “Pure white” and “Purple & coral” dress seem to be popular items and could be indicative of customer
preferences which can be used to align inventory accordingly.

25. Web Analytics | Google Analytics
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26. Web Analytics | Google Analytics
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27. Web Analytics | Google Analytics
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28. Web Analytics | Google Analytics
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29. Revenue Google Adsense
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30. Feedback / Recommendations
• Improve delivery time
• Launch more products
• Increase geographic reach beyond India
• Open your physical store as well
• Improve design of our website
• Add more images of products
• Provide more details on textile and on quality of products
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31. Thanks!!!
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