Effective Digital Marketing to generate Business - CII MSME Conference

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Talk on Effective Digital Marketing to generate Business delivered by Vikas Chawla at the CII Micro, Small & Medium Enterprises Conference on 9th Oct 2015 in Chennai, India

Marketing

Population:
1241m
TV: ~150m
Households
Mobile:
~886m
Internet:
~360m
Putting India in perspective – only 30% population online (36%
penetration in urban & 6% in rural)

70% usage is via mobile + the internet speed is still very low

How are businesses & brands marketing via digital
media?

What is digital marketing? Is it relevant more than ever before ?
Digital
Marketing to
be Integrated
Social Media
Marketing
Digital &
Mobile
Advertising
Search Engine
Optimisation
User friendly
& Responsive
Website

What is digital marketing? Is it relevant more than ever before ?
User friendly
& Responsive
Website

Website is the first step to your digital presence

Right user experience – make it easy for them to become customers

Right user experience – drive them to convert

Heatmap to understand user behavior on website homepage

What is digital marketing? Is it relevant more than ever before ?
Search
Engine
Optimisation

Then you need to be searchable so that your business can be
found

It can be complex but focus on the important things first

Search Engine Optimisation & Content is key
Organic
Traffic &
Conversion
Growth
Selection of
Themes,
Keywords
Continuous
On-page and
Off-page SEO
Content Plan
Social Media +
Ad Traffic +
Website UX
• Address on-page issues
• Continuous Off-page
Quality Link building
• Clear and differentiated
content strategy to drive
organic traffic
• Social Media:
Driving Social
Shares and
Links/Mentions
• Driving quality
inorganic traffic
with high
conversions has
strong positive
correlation with
SEO traffic
• Keyword and
Competitor
Research to identify
opportunities

Have useful content for your customers & you will rank better

Some recent influencer marketing campaigns

External Bloggers can be engaged to review the series to create viralityExternal Bloggers can be engaged to review
Sample Review of Raintree Hotel
Chennai
Sample Review of Gehna Jewellery Store in
Chennai

What is digital marketing? Is it relevant more than ever before ?
Social Media
Marketing

Depending on the business different platforms need to be
leveraged

Fun & Relevant content works best rather than just product

Lots of opportunities for Innovation in Social Media

On Twitter its about real time conversations

Run social media campaigns to engage with the user
#CutestCouple contest
In days leading up to Valentine’s Day
Special Feb Issue, we launched a nation
wide contest called the #CutestCouple
Contest.
We requested couples from around the
world to send in a picture that is quirky &
unique.
We in turn, uploaded the picture on a
single album and winners were selected
using a combination of number of likes
and uniqueness of the picture.

What is digital marketing? Is it relevant more than ever before ?
Digital &
Mobile
Advertising

How does Retargetting work
A user visits your
website and may
or may not
complete an
action
Google/Adroll places
a “cookie” in this
user’s browser to
show they visited your
website
The user leaves your
website and navigates
through other websites
on the Display Network
The “cookie” triggers
your ad to show on
these sites. This gives
you another chance to
advertise to this user

Use free Analytics tools to track
Who are they? How are they
getting to your site?
What are they doing
once they get there?
When are they
visiting?

Q&A
My Email: vikas@socialbeat.in
Twitter: @jvchawla

This presentation was used for the talk on Frontiers of New Age Business at KCT Business School (Coimbatore) by the Social Beat co-founder, Mr. Vikas Chawla. The main agenda of the meet was the discussion of Relevance of Social Media for Business & the Youth in the present context. Its a very effective analysis of the present day context of digital marketing to boost businesses. Also, the evolving trend of recruitment policies of companies getting affected by the rise of social / digital media is also brought to light

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1. Effective Digital Marketing to Generate Business CII MSME Conference 9th Oct 2015

6. Population: 1241m TV: ~150m Households Mobile: ~886m Internet: ~360m Putting India in perspective – only 30% population online (36% penetration in urban & 6% in rural)

7. 70% usage is via mobile + the internet speed is still very low

8. How are businesses & brands marketing via digital media?

9. What is digital marketing? Is it relevant more than ever before ? Digital Marketing to be Integrated Social Media Marketing Digital & Mobile Advertising Search Engine Optimisation User friendly & Responsive Website

10. What is digital marketing? Is it relevant more than ever before ? User friendly & Responsive Website

11. Website is the first step to your digital presence

12. Responsive website design is a must

13. Right user experience – make it easy for them to become customers

14. Right user experience – drive them to convert

15. Heatmap to understand user behavior on website homepage

16. What is digital marketing? Is it relevant more than ever before ? Search Engine Optimisation

17. Then you need to be searchable so that your business can be found

18. It can be complex but focus on the important things first

19. Search Engine Optimisation & Content is key Organic Traffic & Conversion Growth Selection of Themes, Keywords Continuous On-page and Off-page SEO Content Plan Social Media + Ad Traffic + Website UX • Address on-page issues • Continuous Off-page Quality Link building • Clear and differentiated content strategy to drive organic traffic • Social Media: Driving Social Shares and Links/Mentions • Driving quality inorganic traffic with high conversions has strong positive correlation with SEO traffic • Keyword and Competitor Research to identify opportunities

20. Have useful content for your customers & you will rank better

21. Have useful content for your customers & you will rank better

22. How does Influencer marketing work?

23. Some recent influencer marketing campaigns

24. External Bloggers can be engaged to review the series to create viralityExternal Bloggers can be engaged to review Sample Review of Raintree Hotel Chennai Sample Review of Gehna Jewellery Store in Chennai

25. What is digital marketing? Is it relevant more than ever before ? Social Media Marketing

26. • Communicate the brand story and establish a connect with the target audience Brand Story • Develop content to create virality and social sharing • Videos • Images • Blog Content Content • Leverage the right social media platforms Social Network • E.g. HospitalKhoj, Helping Doc, WhatClinic platforms where HealthCare companies can be listed • MagicBricks etc 3rd Party Platforms Social Media can be critical in brand building and visibility

27. Depending on the business different platforms need to be leveraged

28. Fun & Relevant content works best rather than just product

29. Fun & Relevant content works best rather than just product

30. Zomato does this very well

31. Lots of opportunities for Innovation in Social Media

32. On Twitter its about real time conversations

33. Run social media campaigns to engage with the user #CutestCouple contest In days leading up to Valentine’s Day Special Feb Issue, we launched a nation wide contest called the #CutestCouple Contest. We requested couples from around the world to send in a picture that is quirky & unique. We in turn, uploaded the picture on a single album and winners were selected using a combination of number of likes and uniqueness of the picture.

34. What is digital marketing? Is it relevant more than ever before ? Digital & Mobile Advertising

35. It’s a Google World

36. How does Retargetting work A user visits your website and may or may not complete an action Google/Adroll places a “cookie” in this user’s browser to show they visited your website The user leaves your website and navigates through other websites on the Display Network The “cookie” triggers your ad to show on these sites. This gives you another chance to advertise to this user

37. Facebook can still be very effective

38. Use free Analytics tools to track Who are they? How are they getting to your site? What are they doing once they get there? When are they visiting?

39. Q&A My Email: vikas@socialbeat.in Twitter: @jvchawla

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