Gaurav Pandey outlines his experience developing and implementing digital marketing strategies for Centre Com. The document details a 3 stage process: 1) Developing the strategy through audits and recommendations, 2) Project management of priorities and timelines, and 3) Implementation including SEO, social media, analytics, design and other initiatives. Key initiatives included social media campaigns, website launches, conversion rate optimization, and Google AdWords performance reporting. The strategies aimed to improve the customer experience and drive online sales.

1. Gaurav Pandey
Digital Marketing Strategist and Manager

2. Contents
• Marketing Strategy
• Actionable Insights
• Implementation:
– SEO / SEM
– Social Media and EDM
– Analytics, CRO, CRM & Design
• Social Media Campaign Examples
• Apple Store &Website Launch
• CRO, Sales FunnelOptimisation
• GoogleTrusted Store Status
• Click and CollectOption
• PPC Performance Reports
• Graphic Design Examples
• Other Marketing Initiatives
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3. Marketing Strategy for Centre Com
Stage 1
Develop Strategy
• Conduct marketing and
business strategy audit
• Develop recommendations
for implementation
Stage 2
Project Management
• Establish recommendations
into projects
• Prioritise and allocate
resources
• Set up timelines for delivery
• Monitor progress
Stage 3
Implementation
• Implement change
• Test and review
• Launch
3

4. Key actionable insights gained during strategy development
Develop Strategy Project Management Implementation
Marketing
• Targeted content, improved landing
pages, cross-channel product
promotion initiatives
• Online sales infrastructure
• Integrate social media into overall
strategy
• Website conversion optimisation
• Onsite marketing, retargeting, display
• Better SEO, SMM, SEM
• Email marketing, segmentation,
marketing automation
CRM
• Focus on customer service, customer
lifetime value & data-gathering
• Convert customers into brand
ambassadors
• Higher Net Promoter Score (NPS)
Website
• Better website conversion, improved UX
• Simplify product return and warranty
procedure
• Conversion optimisation to improve
online sales
Analytics
• Conduct marketing and business
strategy audit
• Develop recommendations for
implementation
Other
• Customer service delivery
• Reputation management
• Business Model Canvas
• Growth RiskAssessmentTool
• Market Analysis
• SWOT Analysis
• Competitor Analysis
• Hootsuite
• Google Analytics
• Porter’s 5 forces analysis
• Alexa, SEO Moz
• SAP BusinessOne
• Customer-data analytics
• Qualtrics and Google Surveys
• Customer LifetimeValue
• NPS calculator + Excel
• Google Analytics
• Kissmetrics
• Customer Feedback
• GoogleTagAssistant
• GoogleWebmaster
• Google Analytics
• Customer Feedback (Google Surveys,
Survey Monkey)
• Internal Meetings
Tools used 4

5. Implementation: SEO / SEM
Develop Strategy Project Management Implementation
• Performed comprehensive SEO audit
• Analysed the site audience and demographics
• Performed detailed keyword research for the website and
competitors’ websites
• Optimised website content
• Improved website speed across devices
• Google Keyword Planner
• Moz
Tools used
SEO PPC
• Conceptualised, developed and implemented elaborate
Google AdWords Campaigns
• Developed and implemented a highly-successful strategy by
finding the optimum balance between search and display
• Used 3rd party remarketing tools such as Criteo andAdRoll,
apart from Google Display Network
• Consistently outperformed industry average in both search
and display advertising
• Facebook Insights
• Google AdWords
• Criteo
• AdRoll
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6. Implementation: Social Media and EDM
Develop Strategy Project Management Implementation
• Launched targeted social media campaigns
• Liaised with vendors for integrated campaigns on Facebook
andYouTube
• Improved content strategy and implemented paid marketing
campaigns
• Focused on increasing fan-base through giveaways, website
and newsletter signups
• Facebook
• YouTube
Tools used
Social Media EDM
• Used segmentation for better targeted newsletters
• Sent targeted emails to B2C and B2B clients
• Leveraged newsletters as a revenue generating tool by
including advertisements from 3rd parties
• Ensured consistently high quality and content
• Introduced overnight online specials to boost online sales
• Improved cart abandonment rate by retargeting potential
buyers
• Analytics
• ConstantContact
• Mail Chimp
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7. Implementation: Analytics, CRO, CRM & Design
Develop Strategy Project Management Implementation
• Analysed current activity to identify opportunities
• Launched, tested and deployed new experiences for traffic acquisition, consumer engagement and better conversions
• Refined analytics framework
• Reconfigured and added new tags to track major events across website
• Segmented customers in groups based on business relevance
• Extracted insights to gain intelligence for the right approach to conversion optimisation
• Added behavioural analytics frameworks to identify the key user pain points across all the devices
• Invision
• Optimizely
• Hotjar
• GoogleTag Manager
• Google Analytics
• SAP BusinessOne
Tools used
Website UX | Conversion Optimisation | Customer Segmentation | Analytics Framework
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8. Social Media Campaign
#For Russell For Russell
June 2015
✓ Russell, an autistic gamer, needed a new PC. After coming to know
about it on a discussion forum for gamers, we decided to donate
one to him
✓ Executed the campaign from start to finish, from a series of
teasers on social media and newsletters to the video of an
ecstatic Russell!
✓ The campaign was of great importance to us as a brand as it not
only created awareness about an important cause, but also
helped us connect with our audience better leading to higher
reach for our brand and products.
✓ The initiative got such word of mouth buzz that we didn’t have to
think twice when an opportunity arose to follow it up with
something similar a few months later.
https://www.youtube.com/watch?v=vj27swljW68
In addition, undertook several other initiatives such as:
• Posting quality content regularly
• Sharing a good mix of visual and written content and promotional material
• Giveaways and focus on engagements
Increased Facebook page likes from 15,000 in Oct 2014 to 31,000 in Jan 2017
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9. Social Media Campaign
#RigforKeiron Rig for Keiron
Sep-Oct 2015
✓ Partnered with Intel, Corsair, Gigabyte & Philips to build and
donate a computer for a quadriplegic gamer, Keiron.
✓ Executed the campaign from start to finish – from collaborating
with internal and external stakeholders to end-to-end marketing
to getting the computer built and delivered to Keiron.
✓ The campaign was a huge success garnering 380,000 views on
Intel Australia’s Facebook page alone. In addition, it received more
than 50,000 views on other social media platforms such as You
Tube and gaming forums.
✓ Social impact starts with one and cumulates. A Corporate Social
Responsibility activity that brought Keiron a smile brought me
personally deep satisfaction
https://www.youtube.com/watch?v=eCH_O4Il7-g
Stats:
FacebookViews: 400,000 +
Facebook Shares: 800 +
Facebook Likes: 4000 +
YouTubeViews: 20,000 +
http://bit.ly/2ussqaF
http://bit.ly/1WANoyk
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10. Apple Store & Website Launch
Results:
Crossed 1000 website visits a day within 6 months of launch
Achieved 1st page presence on search engine results pages
within a week of launch
✓ Liaised with internal and external stakeholders to ensure a
smooth launch of the website and the physical store.
✓ Executed all online promotional activities for the launch
resulting in massive opening and sustained the footfall through
aggressive marketing.
✓ Worked closely with graphic designers and developers to develop
and maintain site style and appearance
✓ Wrote and edited content for the website, commissioned pictures
and ensured the information on the website is accurate and in line
with the brand’s policies.
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11. CRO, Sales Funnel Optimisation
Before After
Website UX, CRO
Examples
https://projects.invisionapp.com/share/5A7J226HU#/screens/166254489
https://projects.invisionapp.com/share/5A7J226HU#/screens/166254489_1-_Centre_Com_-_Product_Page
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12. GoogleTrusted Store Status
Results:
• Increased confidence for new shoppers
leading to a 10% increase in sales (YoY)
• Improved ROI from AdWords ads
through review extensions
✓ Achieved the coveted Google
Trusted Store status within 6
months of joining the
organisation.
✓ Ensured the business met the
sales and exceptional service
delivery requirements for the
GoogleTrusted Store badge
throughout my stint.
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13. Click and Collect Option
Results:
Improved consumer experience
Improved sales
✓ Conceptualised, planned and
implemented the click and collect
option for online sales
✓ Ensured inventory tracking and
management systems were in place
✓ Worked closely with stores,
warehouse and other teams to
ensure efficient rollout of the
project.
✓ Trained, worked closely with store
managers
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14. Google AdWords – Performance Results*
Results:
• Consistently high campaign
performance
• Highly active (hands-on)
campaign management
• Exceptionally high click
through rate (CTR)
*Commercial/sensitive information
withheld
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15. Google AdWords – Performance Results*
*Commercial/sensitive information withheld 15

16. Google AdWords – Performance Results*
16*Commercial/sensitive information withheld

17. Graphic Design Examples
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18. Other Initiatives Planned and Undertaken
• Used segmentation to identify business clients and reached out to them using custom messaging
• Helped develop and maintain Centre Com’s Corporate and Education websites
• On-site marketing, exit pop-ups, coupon codes, sign-up forms
• Integrating digital with effective human touch points
• Customer Relationship Management: change from transactional to brand based
• Better experiences on the website, in-store and seamless omni-channel integration
• Removed barriers to better shopping experience – better inventory management, faster returns and
refunds, better service.
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