Learning from 2018 for 2019 #DigitalMarketingSuccess by Aji Issac Mathew CEO, Co-founder Indus Net TechShu & DigitalMarketingUniversity.com

1. Learning from 2018
for 2019
#DigitalMarketingSuccess
Aji Issac Mathew
CEO, Co-founder Indus Net TechShu & DigitalMarketingUniversity.com
aji@digitalmarketinguniversity.com

2. Digital is a very
Different weapon
God’s silent gift for
Many businesses.

3. Our mission
(#Structured Knowledge)
Let no Good-intentioned
business leader ever struggle
for RIGHT digital marketing
KNOW-HOW
(#Scale)
Let no Good-intentioned
business leader with GOOD
business model ever struggle
for RIGHT digital marketing
SUPPORT

4. Today, structure is your best bet for wise decisions
#WisdomOverKnowledge

5. Lessons from 2018 for 2019

6. 1. Agency Flaws
Let me start with the mistakes at our end as an agency.
(1) Same charges for all work, this is a big issue
(2) What is the relationship? Performance / Creative / Functional ..
with everyone involved in it.
(3) Not enough meeting with all agencies and decision makers.
(4) Too much focus on Digital KPIs, not enough involvement in product
(5) Over promise when the industry has talent issue, knowledge issue,
(6) & more for sure.
We are doing a lot of work to fix it asap, DMU is an effort to structure the

7. Pointers:
- Don’t expect magical agencies, there are none, hire logical agencies
with logical discussion. Remember Lie is a mutual act 
https://www.ted.com/talks/pamela_meyer_how_to_spot_a_liar.htmlPatrick/d
iscussion
- Discuss with open mind
- Agencies should get away for “I need all clients” …. Discuss with
openness and some who values will work with you, sometimes you will
miss, lets bring honesty in our communication than sales pitch, need
this (easy said than done).

8. 2. Yearly planHave a yearly plan
Or else a yearly draft and overall 3 year roadmap (raw), how it all
(1) What you want to achieve, Reach/Awareness, sales, cutting
(2) Who owns the overall responsibility of topline & bottomline
Suggestion: Start with putting all objectives, then giving
(goals, from X to Y by Z).

9. 3. Branding Vs. Sales
Branding to people who are 2 years, 3
years away from decision and not being
present when they are buying.
Brand recall based sales
Research based sales

10. 4. Not enough analysis
How buyers behave
Buyers funnel
Competitors analysis
Market
Repeat purchases
Opinion is not strategy, in marketing everyone has opinions.

11. 5. Skin in the game?
From Internal team to external team, who is putting the skin in the
game.
Don’t impose, speak, understand
That is game changer for all.
What is the % of CPA for sales.

12. 6. Only long term
Digital is short term and long term as well. So there is always a
chance to influence sales in short terms.
If the statement is “lets invest for 6 months, we will get results after
that”, there has to be a plan that a business leader is convinced
about, else take second opinion.

13. 7. Wrong person
A person who has something to prove esp low confident or over
confident person. A lot of failure happens because of it.
Who owns the performance? Business leaders should talk to them,
understand their plan, if they can’t explain it in business terms, it is
not even a plan. See the analysis done behind the plan.
Suggestion: Involve a friend, a consultant before hiring a person for
this position. This one person at both end can be reason for success
or failure.

14. 8. I know it attitude
This is one that hurts a lot, there are rigid people at both ends, who
without discussing it in detail. Often discussion is around “You don’t
right”, “how can you question me, I am xyz” etc.
Every business is different, thus everyone can innovate differently.

15. 9. Execution. Many Teams. Dashboard.
Review.
Creative team – positioning, market
research, TG, some major campaign
Offline – Media
Digital – Performance
PR -
Support -
Budget ratio:
(1:4:12) – 1 for analysis, 4 for execution,
12 for media (approx)

16. Marketing fundamental
is even more important
in digital era, so hire
people good at it

18. 10. Without the
core, rest of the
things will not
make sense, do a
core assessment
(based on goals)

19. #11: Budget for full buyer’s journey

20. Secret: Start fixing the reverse way

21. Source: medium.com
12. Thou shall not speak
about Channels first

22. 13. Digital
segmentation leads
to channels (even in
bad markets)

23. 15. Positioning is the glue
that holds all your
messaging
Thou shall first get it right.
Cont….

24. With your operation team not
just your marketing team 

25. #Digital is different
Thou shall
speak
about
USPs
(& You)

26. Thou shall never
change your logo
But what if people interact with your logo 30 times a day

27. 16. SMEs
who stood
by brand
guidelines

28. "Work" or
"Doesn't
Work" is all
that matters.
What I learned from Steve Jobs & Apple
No to religion, yes to spirituality (purpose)

29. 17. Think Market-wise
Divide into 4 digital markets

30. 4 markets
Search Profile Contextual Marketplace

31. Secret:
Impulse is the most
cost-effective way.
Brand the most
expensive. Research in
between
Impul Resea Brand

32. Secret:
Search Acquire
early Nurture or
Acquire late in Red
ocean

33. Thou shall not forget
Amazon 

34. 18. Each TG, Each
Channel requires
different messaging &
CTA

35. Bonus
Think utility over creative
campaign for dividends

36. Drop me a message aji@digitalmarketinguniversity.com
for a copy

37. Never struggle for
digital marketing know-how or support
Thanks