Presentation on Lead Generation / Customer Acquisition by Abhishek GP, Head of Digital marketing & strategy, Philips Lighting at DMAiCMC Masterclass

1. CMC Masterclass
ROI of Content Marketing :
Customer acquisition/Lead generation
Abhishek GP

2. BUILD A MOAT AROUND YOUR
CONTENT MARKETING
Why do most content marketing efforts fail ?
Short-termism
Hazy objectives
One->Many approach
Broken customer view

3. Four stages of content marketing
WHO ?
WHEN ?
01
WHAT ?
02
WHERE ?
03
SO WHAT ?
04
CONTENT
DEVELOPMENT
DISTRIBUTION
CHANNELS
ITERATE
AUDIENCE
MARKET
PRODUCT
TIMING
ANALYTICS

4. Setting the context

5. • High involvement category, though mostly an
after-thought
• Predominantly offline buying
• A cluttered market, with no clear affinity for brands
Lighting for homes

6. Build market share in the category of lighting among home consumers
Create brand association with the range of
products
Acquire home customers
• Target RoI of 1:A
Page
views
Repeat
visitor
Time
spent
Incremen
tal
revenue
High intent
web
interactions
Business objective
MARKETING OBJECTIVE KPIs

7. WHO ?
WHEN ?
01
WHAT ?
02
WHERE ?
03
SO WHAT ?
04
CONTENT
DEVELOPMENT
DISTRIBUTION
CHANNELS
ITERATE
AUDIENCE
MARKET
PRODUCT
TIMING
ANALYTICS

8. 01
AUDIENCE
MARKET
PRODUCT
TIMING
WHO ?
WHEN ?
market research
expensive
sophisticated analysis
timelines
Idea generation

9. GOOGLE SUGGESTIONS

10. Google Suggestions (1/2)
Cues for on-page SEO
Customer content
needs Customer lingo
‘What’ do our prospects want ?

11. On-page SEO -> Earned media
Highest quality visitors

12. Customer type
- A new home buyer ?
Content format
- Pdf ?
- Tool ?
Customer type
- An Interior designer ?
Google Suggestions (1/2)
‘Who’ are our prospects?

13. WHO ?
WHEN ?
01
AUDIENCE
MARKET
PRODUCT
TIMING
Google Trends (1/2)
Seasonality
Ride the wave

14. Google Trends (2/2)
WHO ?
WHEN ?
01
AUDIENCE
MARKET
PRODUCT
TIMING
The obvious…
Beyond the obvious
CAUTION : USE WITH CONTEXT

15. WHAT ?
02
Content
development
1. DESIGN FOR CONSUMER
2. DIFFERENTIATED
3. HELPFUL
4. BRAND INTEGRATED

16. ‘Optimization’ is Passive
Focus on ‘Extraction’
WHO ?
WHEN ?
01
WHAT ?
02
WHERE ?
03
SO WHAT ?
04
CONTENT
DEVELOPMENT
DISTRIBUTION
CHANNELS
ITERATE
EXTRACT
AUDIENCE
MARKET
PRODUCT
TIMING
ANALYTICS

17. “Short phrased keyword” 9.04%
“I want to explore”
“I am not sure what to expect as
information”
“I don’t even expect information on this to
pop up”
Create more
content
Opportunity to
upsell
Can you extract more value ?
Go micro.
SO WHAT ?
04
ANALYTICS AS THE
ROCKET FUEL
Search queries CTR% Customer speak Brand action
“Long phrased keyword” 5.10% “I am clear about I want”
Fulfil content
requirement

18. The era of
Data-driven content
DATA
NOISE
NOISE
NOISE
NOISE
NOISE
NOISE
NOISENOISE
NOISE
NOISE NOISE
NOISE
NOISE
NOISE
NOISE
NOISE

19. 1. SILOED THINKING Vs ‘SPECIALIST GENERALIST’
2. ‘SILVER BULLET THINKING’ FOR ROI Vs ‘INCREMENTALITIES’
So what stops us ?

20. ‘Moat’ around content marketing
Analytics as rocket fuel vs passive measurement
Ask more ‘whys’ from media & analytics
Recap
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