3. What is Digital Marketing?
Digital Marketing is the use of new media to
market a brand/product/organization & so on.
Though there are a lot of activities that can be
done, but digital marketing these days
primarily relies on the internet
4.
5. A Few Ways
Your website content is definitely essential, you will
need to maintain it regularly and optimize the page
content.
How?
SEO – In its bare definition SEO is the one that determines
your webpage presence (page ranking) on the search result in
search engine.
SEM – Monitor the popular and trending keywords, as well as
its variations and buy the relevant keywords to your business
and purpose.
Social Media – Manage your social media network. Update
engaging content for a dialogue with the brand on Facebook,
Twitter, YouTube, Pinterest, LinkedIn and more such
platforms.
8. Search Engine Marketing
Keywords Research
• Research the keywords and find out the ones that
you can use to specifically target the audience
Google Ads
• Research your keywords and purchase them,
advertising online is made easy using Google Ads.
Reports
• Use the reports on your digital marketing
campaign to compare the traffic before and after
you have did
10. Social Media Marketing
• Biggest social network in the world with 900 million plus
users globally, with 63 million users in India making it the
3rd largest market for Facebook. Source: social bakersFacebook
• Biggest micro blogging site in the world with over 500
million registered users in 2012 generating over 340 million
tweets daily and handling over 1.6 billion search queries.
• Source: Wikipedia
Twitter
• Pinterest is a pinboard-style photo-sharing website that
allows users to create and manage theme-based image
collections such as events, interests, and hobbies.Pinterest
• Largest video sharing site in the world with an average of 24
hours of videos uploaded daily.YouTube
18. Brief - Structure
• This is the idea or the proposition that is shared by the
client including guidelines and expected outcomes.
19. Brief - Design
• Designs are brainstormed and approval for the same is
undertaken by the client.
20. Brief - Brand
• The brand tonality for a campaign from the perspective of
the brand. Way forward is further discussed as and when
the campaign idea shared by the agency.
21. Brief - Technical
• Usually the expertise to develop the campaign In terms of
executable ideation is with the agency, the same is broken
down and segregated within the agency.
22. Brief - Timeline
• Ideally the timeline is discussed upon in the agency and
shared with the client including scope for double checking
through appropriate filters but there is also a possibility
when the client wants to take the campaign live
immediately as well.
23. Brief - Access and platform
• Expectations in terms of campaign platforms is shared by
the client for carrying the activity.
41. • Navratna Oil helps to remove stress,
headache, insomnia and tiredness.
• It has 9 Ayurvedic Ingredients which
provide cooling and gives a sense of
relaxation and rejuvenation.
57. TARGET AUDIENCE: Citibank card owners
OBJECTIVE: Bring Citibank card customers a unique shopping experience during
the festive period. Provide a fillip to the Indian e-commerce industry by
benefiting partnering e-tailers.
MEDIA: Microblogging, Viral videos, Citibank ‘OMG! Sale’ Microsite, Facebook
KEY RESULTS:
• Citibank card spends grew eight times over average daily spends at the 17
partner websites
• The average ticket size increased by 30% for the partner websites on Citibank
cards
• Partner merchants reported 50% reduction on ‘cash on delivery’ mode of
payment
• Citibank India Facebook page achieved the highest reach ever in 2012 -
20,95,104 and the highest virality - 7.63% during the OMG! Sale
58. Campaign background
The Indian e-commerce industry is growing at a rapid
pace and there is a huge opportunity to tap the needs
of the digitally connected consumer. Ranked as the
best digital bank in India, Citibank India wanted to
introduce an innovative digital campaign to benefit its
customers and e-tailing partners alike. The campaign
had to fulfill the dual objectives of providing exciting
offers for Citibank card holders along with enabling
the digitisation of money, benefiting e-Commerce
sites.
59. Big Idea – Citibank OMG! Sale
The first-ever 24-hour mega Citibank OMG! Sale campaign was conceptualised exclusively for
the digital platform to reach out to the target audience: digitally active Citibank card users.
Facebook was chosen as the primary platform for promotion for two reasons:
1. strong presence of the audience base on Facebook, and
2. Facebook lends itself to superior engagement and analytics capabilities
60. A customized event page, teaser images, regular updates and videos were used to
engage Facebook users to help:
Receive timely updates about the OMG! Sale
Share information about the deals with friends
Invite friends to participate in the first ever 24-hour online sale
61. Citibank is the best Bank in
India Awesome deals!
Highly impressed with the
service quality that Citi has
maintained
COMMENTS BY FANS
62. Campaign results
• Total Reach: 5,417,504
• Total Engaged Users: 75,128
• Total Talking About This: 42,350
• Total Likes: 25,354
• Total comments: 368
• Total Shares: 727
• Highest reach ever in 2012: 2,095,104
• Highest virality for event : 7.63 %
109. CONTENT STRATEGY AT ONE GO
Pickles and other Condiments (Format)
How do you slice the pickles that you put on
your burger? They can be sliced in circles,
sliced the long way, or even with a crinkle cut
device to make pickle chips. These are the
different kinds of content you can publish,
like written blog posts, photos or videos.
There are lots of ways to tell stories and share
best practices with your target audience.
Knowing what kinds of content resonates and
drives the most traffic back to your blog lets
you create the right mix.
110. CONTENT STRATEGY AT ONE GO
Lettuce (Tone)
A big lettuce leaf adds crunch and texture to
a burger. The voice and tone of a company’s
content adds texture to the words, photos
and videos you post to make them more
interesting and entertaining. Humorous
videos about routers are more likely to
connect with viewers than factual,
straightforward product videos.
111. CONTENT STRATEGY AT ONE GO
Cheese (Relevance)
Cheese makes a burger tastier and keywords
make social media content more relevant. Do
you know what keywords are important your
followers? Many marketers focus on keywords
for search, as in what keywords are prospects
searching for, but in the endless stream of social
content, it is imperative to know which
keywords are drawing their attention on the
social web.
112. CONTENT STRATEGY AT ONE GO
Meat (Content)
The meat of your strategy, and don’t worry,
this will be the only bad pun in this post, is
the high level topic of your content. Good
social content strategy is just good social
storytelling. Whether you are sharing
content on a blog, Twitter, Facebook or
LinkedIn, you should know the story you
want to tell. Effective social media content is
educational or entertaining. People don’t
really want to hear about your products.
Your website already does that.
Prospects and customers want to find
solutions to their problems. They want to
know how to do things better or more
efficiently. Airlines don’t blog about their
ticket prices. They share travel tips or
information about popular destinations.
113. CONTENT STRATEGY AT ONE GO
Sauce (Audience)
Sauce is a matter of personal preference and
my preference is steak sauce. Yours could be
ketchup. Or mustard. A key element of your
content strategy is knowing your target
audience and their personal preferences.
Create personas to define who your target
customers are, so you can create relevant
content. Talking to a current employee is
different than talking to a candidate or
consumer. They have different needs but you
will want to deliver a consistent story.
114. CONTENT STRATEGY AT ONE GO
Bun (Platform)
And it is all held together by the bun. This
represents where you post your content,
whether it be on Facebook, a blog, Twitter,
LinkedIn or any other place you have a social
presence. The bun keeps everything
organized, together and properly branded.
Also, make sure your platform is timely and
genuine — after all, no one likes a stale bun.
118. Merits Count
(8th Jan – 8th Feb)
Count
(8th Feb – 8th Mar)
Fans on Start Date 406552 501238
Fans on End Date 501238 632901
Increase in Fans 94686 1,31,663
Average New Likes Daily 3156 4389
Fan base Growth 23.2% 26.26%
Admin Wall Post 75 65
PTA (Weekly Average) 22424 22917
Total Reach 3174135 3061001
Likes 78928 82945
Comments 7350 6357
Shares 5223 6145
Total Impressions 8136076 8451623
