Digital marketing plays an important role in customer acquisition by using various online channels to build reach and generate leads and sales. Key tactics for building reach include search engine optimization (SEO), online advertisements, social media marketing, content marketing, email marketing, referral marketing, and affiliate marketing. Personalization, targeting, and analytics are important for optimizing digital marketing efforts and driving conversions. The rise of digital media has created an explosion in ways for businesses to reach potential buyers online.

1. Digital Marketing for
Lead Generation &
Sales
Thanks to our Partners!

2. Digital Marketing Role in Customer Acquisition
Online Presence
SEO, Ads,
Email, Social Reach Leads Sales
Media…
Audience
Aggregation
Analytics (Metrics, Tools)
Conversion Optimization

3. Get your Queries Addressed in realtime!
#DVCamp

4. Changes in Paradigm for Online
Customer Acquisition

5. Message: The Role of Marketing is
Sales has changed completely

7. Message: People are thinking
beyond “Sales Ready Leads”
Source: http://www.marketingcharts.com/direct/online-research-takes-up-large-portion-of-shopping-time-19002/

8. Majority is not “ready to buy” yet
Majority
Ready to Buy
Never Buy

9. Upto 95% of qualified prospects on
your website are there to research
and not to buy
But as many as 70% of them will buy
either from you or your competitor
Source: http://docs.cdn.marketo.com/definitive-guide-to-lead-nurturing.pdf

10. Message: Personalization is
possible at scale

11. Case Study: Helzberg Diamonds
generated 288% sales lift with
animated personalized promo
Source: http://www.marketingsherpa.com/article/case-study/helzberg-diamonds-garners-288-sales

12. Source: http://www.marketingsherpa.com/article/case-study/helzberg-diamonds-garners-288-sales

13. Message: Explosion in ways to
reach buyers

14. Search Engine Optimization
Social Media Marketing
Affiliate Marketing
Online Advertisements
Email Marketing Referral Marketing
Content Marketing

15. Brain Shake: In how many ways can
you reach potential buyers today?

16. Message: The rise of online
persuasion

21. Message: Explosion in ways to
Target Buyers

22. 2 Ways to Target audience Online
Interest Demographics
Targeting Targeting
Type of content Personal &
published, Professional Profile
consumed or specified by the
engaged Users

23. Digital Media Landscape
for Acquiring Reach

24. How are Businesses acquiring
Reach?

25. Whizlabs – Online Selling of Education
Generating Online Customers through Search Engines & Discussion Forums

26. NIX Solutions – IT Services Company
Generating $ 2.4 M+/year Revenue through Elance.com

27. Airbnb leveraging Craigslist in initial days
Leveraging Technology to build reach for the property listing

28. Airbnb: Online Accommodation Booking
Google Display Network True Value Ads
Nights booked increased from 0.8M to 2M in a year

29. Building Reach through Mobile Ads
2 M+ Ads Impressions, 26% Install to Click, Less than $3 Cost-to-Install

30. Balsamiq: Leveraging Blogosphere
Got 20% of 40 leading bloggers talked about him

31. Inject yourself in the conversation

32. DigitalVidya – Emailer through partners
Building reach through Emailers

33. 42inception – Digital Marketing Learning
Generating 90% of Leads through Google Ads & Facebook Ads

34. Entrepreneur using LinkedIn
Generating 3.5 Million of Business through LinkedIn

35. Eventbrite using Social Media
• Users are encouraged
Discover a Share it to share events on their
new event
Social Media profiles
• Event sharing provides
viral reach and
Buy tickets
ultimately leads to
revenue
– Facebook: $2.52 per share
Company: Eventbrite
– Twitter: $0.43 per share
– LinkedIn: $0.90 per share
Generating Revenue by encouraging Sharing on Social Media

36. Kitchen Equipment Company & YouTube
~200M Video Views, ~400K Channel Subscribers, 700% increase in Sales

37. Listen & Engage on LinkedIn Answers

38. Listen & Engage on Twitter

39. DropBox using Referral Marketing
The referral program permanently increased signups by 60%

40. Benefits of Digital Marketing

41. Promotes Immediate Acton
Immediate Call To Action (CTA)

42. Enable Targeting
Target options available on LinkedIn

43. Inbound/Pull/Permission Based

44. Offer High Value & Engaging Content

45. Digital Marketing Landscape for
building Reach

46. Ways to Build Reach
• Search Engine Optimization
• Online Advertisements
• Social Media Marketing
• Content Marketing
• Email Marketing
• Referral Marketing
• Affiliate Marketing
• …

47. SEO – Search Engine Optimization

48. SEO – Recent Change – “Author Rank”

49. Whether SEO is for You or Now?

50. Online Advertising

51. Why Online Ads?
• Scale (unlimited no of keywords)
• Easy to start (almost instant)
• Better control
– Targeting
– Landing Page
– Stop-start
– Measurability
• Lower Risk compared to SEO
• Multiple Exposure through Remarketing

52. SEO Vs SEM
Carwale.com
Cardekho.com

53. Social Media Marketing
Editorial Content User Generated Content

54. Facebook vs LinkedIn vs Twitter

56. Organic Reach
Long term ROI but takes time to build

57. Paid Reach
Quick and Flexible way of building reach

58. Viral Reach
Viddy acquired 800K+ users within few months

59. What is Content Marketing?
Content Marketing Is about nurturing a Relationship

60. Content Marketing – Not a New Concept
“Satyagraha would have been impossible without Indian Opinion.” – Mahatma Gandhi

61. Content Marketing Channels
Blog
Webinars Infographics

62. Email Marketing for building Reach

63. Email Marketing

64. Comparison for B2B Businesses

65. Email Marketing
B2C marketers report an average 256%
ROI Email Marketing — pulling in $256 for
every $1 invested.
(Marketing Sherpa)

66. Why Email Marketing?
• Highest Conversion
• Longer lifespan
• You own the data
• Personal & Direct
• Control over data (e.g. who’s opening)