The document describes the customer journey for undertaking a home project. It outlines the typical stages a customer goes through, from not looking to redo their home, to being triggered by a need, researching and selecting a project, having the project begin and process unfold, and experiencing the post-project stage. It also discusses ideal responses from brands at each stage, what would trigger or dissuade customers from those ideal responses, roles of communication, and digital touchpoints to engage customers throughout the journey.
Personal Brand Presentation - Shawn McGinley
My Personal Brand Presentation for my Project & Portfolio 1 class at Full Sail University as a Digital Marketing Student.
Leveraging Social Media for Growing your Business and Building your Personal ...Midas Touch Consultants
Radha Giri, CEO of Midas Touch, was invited to speak at an event organized by GLOW - Global Organization for Women. She spoke about how businesses can leverage social media to drive some tangible business benefits and also use it for budding a strong personal brand
Digital marketing Vs Graphic Design Fundamentals - Importance of personal bra...mohammed swalih
A workshop for Graphic designers for knowing the importance of Digital marketing and getting to know the important tools that help to design better. It also covers the importance of #PersonalBranding as an Artist.
Beyond SEO - Targeted Visibility Across the Web was a workshop at the 2011 Vermont Travel Industry Conference. Prepared by Gregg Banse of Direct Design and Lara Dickson of Deep Dish Creative, this presentation shows you why and how to attract qualified visitors - without the help of search engines – through the use of strategic networking, link building, email and ad buys. A bit of research and planning can yield substantial results. We show you how to locate, evaluate, develop strategies for, and monitor success with online networking, link networks, email campaigns and paid placements to boost your visibility and convert visitors into buyers.
Personal Brand Presentation - Shawn McGinley
My Personal Brand Presentation for my Project & Portfolio 1 class at Full Sail University as a Digital Marketing Student.
Leveraging Social Media for Growing your Business and Building your Personal ...Midas Touch Consultants
Radha Giri, CEO of Midas Touch, was invited to speak at an event organized by GLOW - Global Organization for Women. She spoke about how businesses can leverage social media to drive some tangible business benefits and also use it for budding a strong personal brand
Digital marketing Vs Graphic Design Fundamentals - Importance of personal bra...mohammed swalih
A workshop for Graphic designers for knowing the importance of Digital marketing and getting to know the important tools that help to design better. It also covers the importance of #PersonalBranding as an Artist.
Beyond SEO - Targeted Visibility Across the Web was a workshop at the 2011 Vermont Travel Industry Conference. Prepared by Gregg Banse of Direct Design and Lara Dickson of Deep Dish Creative, this presentation shows you why and how to attract qualified visitors - without the help of search engines – through the use of strategic networking, link building, email and ad buys. A bit of research and planning can yield substantial results. We show you how to locate, evaluate, develop strategies for, and monitor success with online networking, link networks, email campaigns and paid placements to boost your visibility and convert visitors into buyers.
In his presentation, Brett will take authors through the different types of Envato customers and what they’re looking for when they visit our marketplaces. As a Senior Product Manager focusing on the Envato Elements platform, Brett will share his unique perspective and insights on changing customer demands.
Speaker :
Brett - Senior Product Manager at Envato
Event :
Envato Worldwide Author Conference @ Yogyakarta, Indonesia 2019
Slide Download :
http://bit.ly/jogja2019brett (Dropbox)
http://bit.ly/idea2019brett (SlideShare)
IdEA (Indonesian Envato Authors) is a community of Indonesian people who earn a living by making and selling products on Envato (http://envato.com). Kindly visit http://envato.id to join the community!
Let's be honest. A lot of college and university websites could use some improvement. Visitors get lost, offerings are unclear and the content and design don't represent all the amazing things you do.
Learn more at http://www.percussion.com
Join VisionPoint Marketing and Percussion as we walk you through a step-by-step process and share lessons learned from two of the largest institutions on the east coast.
How to Rock Your Houzz Profile [Home Contractor's Ultimate Social Media Academy]Surefire Local
There's a huge opportunity to get your business in front of customers online... Houzz is a favorite among 40 million homeowners, and not many exterior contractor businesses are using this platform to its fullest potential. Join this webinar to learn how to create the ultimate Houzz presence that allows you to engage this growing community.
What is the Ultimate Social Media Marketing Academy all about?
Join us for an end-of-the-year webinar series about how contractors are successfully using Facebook, Nextdoor, Houzz, YouTube and (surprise) Google!
Our Ultimate Social Media Marketing Academy will bring together hundreds of home contracting businesses for a free online workshop with 4 sessions. You helped us identify the most-talked-about social media marketing platforms in 2018. Our in-house gurus have heard your questions and will be diving into ideas, training and secrets on Facebook, Nextdoor, Houzz, YouTube and the surprise social network of the year - Google.
Over the last year, we've held 81 educational seminars with industry thought-leaders and partners to share actionable ideas on marketing and business growth. We're humbled to have been able to share valuable information with over 10,000 home improvement contractors across the country. We've learned a lot from all of you...namely the biggest marketing challenges that contractors like you face. We're really looking forward to sharing solutions that can help you turn these challenges into successes.
Local Search Optimization for Franchises & Large Dealer Networks with MozBridgeline Digital
Local Search Matters: 97% rely on local search when researching products or services in their local area.
Join experts David Mihm of MOZ Local and Jeremy LaDuque of Bridgeline Digital to learn from leading experts about how to optimize your local websites and listings as well as how mobile and social influence your local rankings.
Key Elements Discussed in this Webinar:
• The holy grail of local search at Google
• How to Leverage SEO best practices
• Ways to take advantage of the endless opportunities created from Local Search
The Extreme Website Makeover Webinar! Exclusively for ACT! Certified Consult...Hall_
We take an ACT! Certified Consultant website and showing how we transform a site that could use some work to one that drives traffic and starts conversations.
We'll talk about what works and what doesn't work, and show how to leverage the resources offered by the ACT! Product Marketing team to captivate visitors.
Bring your questions - we'll have ample time to talk through the process and answer your questions about web design.
Our take on marketing, branding and how the power shift has tipped in favour of the consumer. Looking at the various marketing channels, how the interelate, how search and new technology will change this forever.
Actionable and Impactful SEO Audits #SearchNorwichAleyda Solís
How to maximize your SEO audits impact and facilitate its actionability? In this presentation Aleyda goes through the SP2 principles that you can easily apply to your SEO analysis and recommendations.
Aleyda Solis: How to develop actionable and impactful SEO auditsSearchNorwich
In this session, Aleyda will share actionable principles to follow when developing an SEO audit to make it easily actionable and maximize its impact faster.
SEO and Internet Marketing - SEDCorp Bootcamp 2014Coryon Redd
Discover what it takes to build a website for business and get it found with SEO. This presentation is part of the SEDCorp Business Bootcamp for Citrus Heights, CA. Topics covered include website design, internet marketing, SEO, Google marketing, content marketing & more.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
2. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/ NEED
RESEARCH AND
SELECTION
PROJECT
BEGINS/PROCESS
POST
PROJECT
3. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED
RESEARCH AND
SELECTION
PROJECT
BEGINS/PROCESS
POST
PROJECT
Ideal
response
from a
brand PoV
Must think of FDI as a
great hub for ideas
and home décor
resources
Triggers:
What would
persuade
him to
reach ideal
response?
Amazing pictures,
interesting tips and
articles, friend’s
positive experience
Barriers:
What
dissuades
him from
ideal
response?
Unawareness
Looking at other
online/offline
resources for info
4. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED
RESEARCH AND
SELECTION
PROJECT BEGINS/
PROCESS
POST PROJECT
Ideal
response
from a
brand PoV
Must think of FDI as a
great hub for ideas
and home décor
resources
He will hopefully
consider visiting FDI
Triggers:
What would
persuade
him to
reach ideal
response?
Amazing pictures,
interesting itineraries
and articles, friend’s
positive experience
Need-based
messaging & servicing
Barriers:
What
dissuades
him from
ideal
response?
Unawareness
Looking at other
online/offline
resources for info
Competitive
resources
5. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED/
BUDGETING
RESEARCH AND
INSPIRATION
PROJECT BEGINS/
PROCESS
POST PROJECT
Ideal
response
from a
brand PoV
Must think of FDI as a
great hub for ideas
and home décor
resources
He will hopefully
consider visiting FDI
Triggers:
What would
persuade
him to
reach ideal
response?
Amazing pictures,
interesting itineraries
and articles, friend’s
positive experience
Need-based
messaging & servicing
Barriers:
What
dissuades
him from
ideal
response?
Unawareness
Looking at other
online/offline
resources for info
Competitive
resources
FDI must be his go to
option for project
planning
FDI offers everything
he is looking for,
getting value for time
& money
WOM Advice from
others
6. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED/
BUDGETING
RESEARCH AND
INSPIRATION
PROJECT BEGINS/
PROCESS
POST PROJECT
Ideal
response
from a
brand PoV
Must think of FDI as a
great hub for ideas
and home décor
resources
He will hopefully
consider visiting FDI
Triggers:
What would
persuade
him to
reach ideal
response?
Amazing pictures,
interesting itineraries
and articles, friend’s
positive experience
Need-based
messaging & servicing
Barriers:
What
dissuades
him from
ideal
response?
Unawareness
Looking at other
online/offline
resources for info
Competitive
resources
FDI must be his go to
option for project
planning
FDI offers everything
he is looking for,
getting value for time
& money
WOM Advice from
others
FDI must be his go to
option for any
problems' solution
Active support via
content
Nervousness / non-
inclination to receive
support
7. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED/
BUDGETING
RESEARCH AND
INSPIRATION
PROJECT BEGINS/
PROCESS
POST PROJECT
Ideal
response
from a
brand PoV
Must think of FDI as a
great hub for ideas
and home décor
resources
He will hopefully
consider visiting FDI
Triggers:
What would
persuade
him to
reach ideal
response?
Amazing pictures,
interesting itineraries
and articles, friend’s
positive experience
Need-based
messaging & servicing
Barriers:
What
dissuades
him from
ideal
response?
Unawareness
Looking at other
online/offline
resources for info
Competitive
resources
FDI must be his go to
option for project
planning
FDI offers everything
he is looking for,
getting value for time
& money
WOM Advice from
others
FDI must be his go to
option for any
problems' solution
Active support via
content
Nervousness / non-
inclination to receive
support
FDI must be a
platform to celebrate
the completion of
the project
Great experience will
automatically lead to
sharing;
opportunities for him
to speak about FDI
Had a poor
experience; not
inclined to share
8. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED/
BUDGETING
RESEARCH AND
INSPIRATION
PROJECT BEGINS/
PROCESS
POST PROJECT
Ideal
response
from a
brand PoV
Must think of FDI as a
great hub for ideas
and home décor
resources
He will hopefully
consider visiting FDI
Triggers:
What would
persuade
him to
reach ideal
response?
Amazing pictures,
interesting itineraries
and articles, friend’s
positive experience
Need-based
messaging & servicing
Barriers:
What
dissuades
him from
ideal
response?
Unawareness
Looking at other
online/offline
resources for info
Competitive
resources
FDI must be his go to
option for project
planning
FDI offers everything
he is looking for,
getting value for time
& money
WOM Advice from
others
FDI must be his go to
option for any
problems' solution
Active support via
content
Nervousness / non-
inclination to receive
support
FDI must be a
platform to celebrate
the completion of
the project
Great experience will
automatically lead to
sharing;
opportunities for him
to speak about FDI
Had a poor
experience; not
inclined to share
9. NOW, WE LOOK AT THE ROLE OF
COMMUNICATIONS AT EACH
STAGE.
10. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED/
BUDGETING
RESEARCH AND
INSPIRATION
PROJECT BEGINS/
PROCESS
POST PROJECT
Ideal
response
from a
brand PoV
Must think of FDI as a
great hub for ideas
and home décor
resources
He will hopefully
consider visiting FDI
Role of
Comms SURPRISE him by
showcasing the
breadth & scope of
FDI.
CAPTURE his
attention by enticing
him with need-based
messaging.
FDI must be his go to
option for project
planning
PROVIDE him with all
the information he
needs.
FDI must be his go to
option for any
problems' solution
ASSIST him to make a
fantastic, customized
plan that he’s looking
forward to.
FDI must be a
platform to celebrate
the completion of
the project
FACILITATE
evangelising and
sharing
11. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED/
BUDGETING
RESEARCH AND
INSPIRATION
PROJECT BEGINS/
PROCESS
POST PROJECT
Role of
comms
SURPRISE him by
showcasing the
breadth & scope of
FDI.
CAPTURE his
attention by enticing
him with need-based
messaging.
Digital
Touchpoints
PROVIDE him with all
the information he
needs.
ASSIST him to make a
fantastic, customized
plan that he’s looking
forward to.
FACILITATE
evangelising and
sharing
Search + Display
Content: Sponsored & Syndicated
Social Ads: Targeting ads & promoting content
Outreach Activities: Influencers + Digital PR
CRM
Optimize Visual + Mobile platforms: Pinterest & Instagram
Mobile Innovation
13. ORGANIC & PAID SEARCH
Paid Search : Instant
visibility and traffic to the
website
Search Engine
Optimization : very
reliable source for long
term traffic generation to
the website
Knowledge
graph
Paid Search ads
(SEM/PPC)
Organic results
(SEO)
15. KEYWORD SEARCH VOLUMES
Home design ideas 8.79 L
Bedroom ideas 24 K
Kids furniture 18 K
Bedroom furniture : 450,000
Wardrobe designs : 22,000
Living room furniture : 550,000
Living room designs : 18,000
Living room sofas : 6,600
Modular kitchen designs:
12,100
Kitchen furniture : 5,400
Kitchen design : 60,500
Bathroom design : 22,000
Approach :
• Optimize site for core & long tail keywords
• Ranking the website higher on category
keywords will help drive good traffic
Home design
ideas
8.79 L
Living
room
furniture
5.5 L
Bedroo
m
furnitur
e
4.5 L
16. HOME DESIGN IDEAS - KEYWORD
TREND
Searches for ” Home design
ideas” and related searches
Continuing
upward trend
for category
searchs from
mobile
17. UNIVERSAL SEARCH OPTIMIZATION
For higher visibility on Google Search:
Web search
Image search
Video search
News & Blogs
Optimizing the website for Images /
Videos / Local / News will improve the
discoverability of the website
Images result
Video result
18. IMAGES OPTIMIZATION
Design ideas : images need to be further categorized / tagged for better
discoverability. Currently they fall under the following 4 categories
Having more categories/ sub category pages will help target a lot of highly searched keywords
Images are very heavy to load
Optimizing the images on Design Ideas pages will enhance the page load time; currently the images are
very heavy
Images need to be larger in size and lighter in weight
19. WEBSITE FEATURES FOR SEO
Site lacks good amount of content
Having more categories/ sub category content pages will help target a lot of highly searched
keywords
Content on Tips and advice in interior decoration
DIY design concepts
Fresh content to keep the user interested and search engine crawlers too
Blogs / forums / UGC are venues of fresh content
20. WEBSITE FEATURES FOR SEO
Designer locator can be optimized to target local searches
Good amount of searches for location based keywords
Designer profile pages along with separate portfolio pages for each designer
Strongly recommend a Blog :
Huge prospect of driving a good amount of traffic on these content rich blog
Content can be categorized and made interesting to target specific type of TG
Home to interesting listicles and rich imagery making the blog a favourite for return visits
Listicles can also be pushed over the social channels to drive traffic
Search engine friendly URL’s
currently the site does not have a very search friendly URL architecture.
Keywords Searches
interior designers in chennai 3,600
interior designers in delhi 2,900
interior designers in mumbai 2,400
interior designer in kolkata 1,600
interior designers in pune 1,300
interior designer in
ahmedabad 720
22. OBJECTIVE
Awareness
Engagement
Action
• To reach a wide audience of people to drive
brand awareness
• To establish Fevicol Design Ideas as a premium,
aspirational ‘go-to place’ for the best of interior
designers & contractors
• Create buzz
• Engage with a specific audience and build
relationships
• To become an indispensable aid to the
Consumers, Professionals and Trade in their
interior projects
• Drive traffic to the site and content across
mediums
25. TARGETING GENRE
Real Estate
• Real Estate Listings
• Real Estate
Agencies
• Commercial &
Investment Real
Estate
• New apartments
• Residential
Properties (For
Rent)
Lifestyle
• Second home
• Timeshares &
Vacation Properties
People & Society
• Family &
Relationships
• Marriage
• Parenting
• Babies & Toddlers
Interior Design
• Home Decor
Enthusiasts
• Do-It-Yourselfers
• New design ideas
from professionals
• Catalog of Stylist
Interior Decoration
Ideas to Design
your Small or
Master Bedrooms
• Home & Office
Interior Furniture
Decoration
Designing Photos
26. TARGETING KEYWORDS
Real Estate
• Apartment for rent
• Luxury apartments
for rent
• Apartment for sale
• 3 bhk flats for sale
• New flats in
mumbai
Parenting
• New born baby boy
clothes
• Baby girl gifts
• Newborn baby
clothes
• baby crib toddler
bed
• baby nursery
furniture
• baby cot
Matrimony
• Best matrimony site
• Indian matrimony
site
• Bharat matrimony
• Matrimony sites in
india
Interior Design
• designer living
room furniture
interior design
• modern living room
furniture
• small living room
furniture
• living room
furniture ideas
• contemporary
interior design
• modern office
interior design
30. 60%
44%
4%
4%
36%
52%
Q2 2014 Q2 2015
Desktop Tablet Mobile
HOME DECOR & INTERIOR
DECORATING:
CROSS PLATFORM SEARCH TRENDS
Source: Google internal search data, based on pre-categorised queries for the Home Decor & Interior Decorating. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
56% of all
Searches are
now on Mobile
Devices
Home Decor &
Interior Decorating:
% of Queries by
Device
Search Queries in the
Home Decor & Interior
Decorating category
grew by 47% in Q2
2015
33. GENRES FOR ALL YEAR PRESENCE
Ensure high visibility through
partnerships:
Real Estate websites – Magicbricks, 99acres, etc
Loan aggregator sites – Bankbazaar,
Paisabazaar, etc
Matrimony sites – Jeevansaathi,
Bharatmatrimony, etc
Used Goods sites – users visiting the
Home&Lifestyle section of sites like Quikr, OLX
AdNetworks – Genres like honeymoon
destination, home&lifestyle, etc
Bank tieups – Special offer to homeloan
customers/prospects of bank/s
35. OPTIMIZING VISUAL PLATFORMS
• Great image discovery platform
• Strong for generating referral traffic
through right keywords & relevant
imagery
• Create & curate content based on user’s
needs
• Recommend creating a business account
on Pinterest
150 percent rise in Indian
users in the last one year
India: 5.5mn WW base: 60 mn
36. OPTIMIZING VISUAL PLATFORMS
Hover over an
image to see
their
destination
Each pin leads
pinner to the
URL to check
out more (in
addition to
social
sharing)
Hashtags catalogue
images under general
searches
37. OPTIMIZING VISUAL PLATFORMS
Dream Home Contest
Invite Pinners to pin create a board of their dream home
using pics from FDI & Pinterest
Use hashtag #FDI #dreamhome
Pinner boards will be judged by a FDI panel & the winner
wins a chance for his/her dream home to come true.
Every image pinned with the contest hashtag shows up in
others organic searches thereby contributing to referral
traffic
38. OPTIMIZING VISUAL PLATFORMS
• Great image broadcasting platform
• Useful for building awareness & WOM
• Heavily leverage via influencers
India: 2.7% traffic of global traffic
300mn monthly users: TechCrunch
2014
39. OPTIMIZING VISUAL PLATFORMS
#Favpartofmyhome
We all have our favorite spots in our homes. Be it the
balcony over-looking greenery, the bedroom nook
where you love to curl up and read a book.
Ask users to post a picture of them chilling in the
favorite part of their home along with a short caption
describing why they love that spot.
The best instagram story gets a chance to win
goodies.
41. MOBILE INNOVATION
Our research revealed that husband & wife are joint decision makers
when it comes to home renovation/ redevelopment. They share a lot
of ideas, pictures & inspiration with each other, for the other’s
approval.
What if we can provide a means to this behaviour?
45. Website Custom Audience: Retargeting visitors on
Facebook
Lookalike Audience: Based on your source
audience
Passion-Points Life events/ Micro-
moments
Those interested in home
décor, designs.
Tailor creative messaging
to reach: home-makers,
art teachers
Behavioural Targeting
49. THERE ARE MANY WEBSITES SUCH AS SCOOPWHOOP (13M),
BUZZFEED INDIA, STORYPICK (7M) WHICH ARE GAINING LARGE
AMOUNT OF TRACTION, AND DO PAID ARTICLES.
50. IN ADDITION TO THIS, THERE IS THE CHANCE TO DO NATIVE CONTENT
ON THE IDEAS AND HOME DECOR SECTIONS OF SEVERAL
MAINSTREAM MEDIA OUTLETS
Also, we can create specific interest content for specific sites. For
example…
51. GENERIC ARTICLES ON GENERIC
INTEREST SITES
15 home décor ideas to transform your home over a weekend:
Targeting metros
10 interior designers to watch out for in 2016: Targeting around
festive season
How to get an interior designer within your budget?: Targeting DINKS,
Young professionals
15 home décor designs trending globally
52. INTEREST-SPECIFIC ARTICLES ON
SPECIFIC INTEREST SITES
Love cute kitchen art? Here are 5 kitsch kitchen styles.
Cooking specific websites: NDTV Good Food
Home designs from celeb homes
Yahoo India Bollywood, Targeted to Bollywood fans on Facebook
54. WHY SHOULD WE USE
INFLUENCERS?
A massive population of Indian internet users consumes content and
only a small portion creates content – and they tend to be followed
heavily. It would make sense for us to engage with these influencers
as they act as message amplifiers.
MID LEVEL CELEBS
These are smaller stars, celeb
authors and movie reviewers,
journalists and public faces. Some of
these could be thought of from a
campaign point of view. Following
from 500k – 2m
ONLINE CELEBRITIES
They have built their persona online,
and are relatively more
approachable. We highly
recommend using them in various
campaigns. Comedians, early
adopters, technology, etc. Following
from 50000 – 500000.
CATEGORY CELEBRITIES
Design gurus, Behancers,
Photographers. They will reach the
visually hungry audience online, who
can in turn become evangelists for
FDI.
55. ONLINE CELEBS
Scherezade Shroff:
Beauty & lifestyle influencer
59k YT subscribers, 10k Twitter
followers.
SS shares beauty & fashion tips
from her bedroom.
Kanan Gill & Biswa (Pretentious Movie Reviews):
2.4L YT subscribers, 54k Twitter followers.
Sit in a room and take digs at Bollywood films.
Manjula’s Kitchen:
2.5L YT subscribers
Stands in kitchen and
shares innovative recipes
56. WHAT’S THE ONE COMMON THING
BETWEEN THEM?
They all video blog from some part of a home.
57. GET FDI TO CREATE BRANDED SETS
FOR THE INFLUENCERS
Inspired from the fevicoldesignideas.com site and get the influencers
to talk about it in their videos
URL & brand
mentions at the
bottom of the
influencer video
59. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED/
BUDGETING
RESEARCH AND
INSPIRATION
PROJECT BEGINS/
PROCESS
POST PROJECT
Role of
comms
SURPRISE him by
showcasing the
breadth & scope of
FDI.
CAPTURE his
attention by enticing
him with need-based
messaging.
Digital
Touchpoints
PROVIDE him with all
the information he
needs.
ASSIST him to make a
fantastic, customized
plan that he’s looking
forward to.
FACILITATE
evangelising and
sharing
Search + Display
Content: Native (Sponsored & Syndicated)
Social Ads: Targeting ads & promoting content
Outreach Activities: Influencers + Digital PR
CRM
Optimize Visual platforms: Pinterest & Instagram