Webinar 16th april digital marketing workshop for entrepreneurs & retailers

1. 5/09/2018
Digital Marketing and how its evolving
Vikas Chawla - vikas@socialbeat.in

2. 10cr 33cr 30cr 41cr 6cr 21cr
Digital is mainstream in India with 55 crore Internet users

3. And it’s not just social media platforms

4. Everything is going virtual - even concerts

5. Then and Now, not much has changed

6. Population:
130 crs
TV: 20 cr
Households
Mobile: 100
cr
Internet: 55
cr
But another 100 crore Indians will get access in the new
few years

7. 7
Adapt your marketing strategy to be “Digital First”

8. Content Marketing – how should one approach it?
1. Basics of Digital
2. How businesses use it
3. How does all this impact business results!
4. Can you learn this skill, to grow your business

9. Content Marketing – how should one approach it?
Basics of Digital

10. So what is Digital Marketing?
Digital Marketing
Influencer
Marketing
Building
website
Making a
mobile
app
Search
marketing
Social
media
marketingE-mail
marketingDisplay
advertisement
Digital
marketing
channels

11. Why use the digital medium?
You will
be able to
reach
maximum
number of
customer
s
Especially targeting the customers
who matter
Budgets
can be
fixed as
per results
in a cost
effective
manner
Budgets can be measured, optimized
and scaled using analytics tools Benefits

12. Content Marketing – how should one approach it?
How businesses use it

13. Even today we are surprised at the number of businesses without a website

14. Key is to have great experience across devices

15. Right user experience – drive them to convert

16. Right user experience – drive them to convert

17. Landing Pages are more effective in driving Leads

18. Platforms to build quick websites

19. Google Research shows that local information is key for offline stores

20. How can your store show up in Google listings
● Get reviews from customers
● Reply to reviews regularly
● Have up to date information, photos
● List your address in as many
websites as possible (e.g. Justdial,
IndiaMart etc)
● Update Posts, Events, Offers on
your Google Map listing

21. INDIAN LANGUAGE INTERNET USERS HAVE OVERTAKEN ENGLISH

22. To show up on Google, need to write amazing content

23. But just any content is not going to cut it anymore!
Relevant Reward Engage
Share
Worthy

24. Key is to ensure that its non-promotional

25. 1 million content pieces analysed to reach the results of what gets shared most
Videos
Lists
How
To
Why posts
Infographics
Research Reports
Surveys & Quizzes

26. List of Top Things – Get a lot more shareability

27. Home Care Guide by India Home Health Care

28. On Social Media, it’s important to stay relevant

29. Bisleri Be Safe

30. Keep the human element as much as possible

31. Creativity is important - E.g. Nagpur Police

32. Content Marketing – how should one approach it?
A key shift is going to be ecommerce

33. Imperial College has estimated Covid 19 will last 12-18 months
Until there is a vaccine or herd immunity, the base case scenario is a continuous
up and down of disruptions in how we work and live for the coming 2 years,
resulting in new habits long after.
*Imperial College estimate: period impacted 12-18 months (Summary report @
ft.com)

34. But the good news, India is one of the few countries that will
still grow

35. "You never want a serious crisis to go to waste…
It's an opportunity to do things you thought you
could not do before."
Rahm Emanuel - Barack Obama's Chief of Staff

36. Digital First Businesses will have an edge
Increase in
E-Commerce
Decline in
Offline Retail

37. No better time to accelerate ecommerce

38. Even Restaurants & Food outlets will need to evolve

39. Are you gonna walk into a restaurant on 4th May,
or
Would you rather order from an online app, that
shows you the temperature of the chef who
prepared your food?

40. 42
Using Platforms
like Shopify,
you can get your
online store live
within 2-3 days
Your consumers are online, and you should be there!

41. 43
Setup & Manage your store with zero hassle
● Easy to use themes for different
ecommerce businesses like
Electronics, Clothing, Food, etc
● Store plans start from Rs 2000 per
month
● Pre-integrated Mobile Commerce,
100+ Payment Gateway solutions
● 1000s of plugins to automate store
management, fulfilment, customer
communication
● Free Shipping provider
integrations

42. 44
Apps like Shiprocket to manage your ecom. logistics
● One stop shipping solution that
can be integrated with your online
stores on Shopify, Amazon &
Flipkart
● Discounted Shipping rates which
are way cheaper than the direct
rates by courier companies
● Option to choose from a wide
variety of logistics companies
● Cash on Delivery available pan-
India & remittance every 3 days

43. 45
Manage all your inventory on multiple Online Sites, from
one place

44. So what are the key elements of digital
RESPONSIVE
WEBSITES & APPs
SEARCH ENGINE
OPTIMISATION
SOCIAL MEDIA &
CONTENT
MARKETING
DIGITAL
ADVERTISING
INFLUENCER
MARKETING
vvz
DIGITAL
ADVERTISING
TO ACQUIRE
CUSTOMERS

45. Content Marketing – how should one approach it?
Using low cost and effective Digital Advertising
To
Acquire Customers & Build a Brand

46. Google & Facebook Control most of the advertising

47. A lot of attention
goes here
14x
the number of
times people check
Facebook in a day

48. Digital Advertising can be powerful & direct

49. Discovery can happen even on Social Media

50. Discovery can happen even on Social Media

51. Lead Ads

52. Content Marketing – how should one approach it?
How does all this impact business results!

53. Likes
Comments
Shares
Brand Awareness =
Reach & Engagement
Leads
Sales

54. Metrics
OB
JE
CTI
VE
METRICS
Lead Generation
or Online Sales
Brand Awareness
▪ Leads/Enquiries Generated
▪ Revenue from Sales / Conversion %
▪ App Installs
▪ Website Traffic
▪ Reach
▪ Impressions
▪ Mentions
▪ Social Engagement
▪ Comments/Shares
▪ ReTweets/Reposts
▪ Likes/Fans/Followers

55. Examples of leads attributed through call tracking software

56. For Offline Stores Google My Business can be key
Driving Directions
to the Store
Calls from Digital
Online Offers
redeemed at the
Store
% of
customers
who found the
store via
digital

57. Content Marketing – how should one approach it?
Can you learn this skill, to grow your business

58. Over 20 Lakh
Digital Marketing Jobs
in India are estimated by
the end of 2020
And, will continue to grow by 10-15% annually over
the next 5 years
Growth Potential

59. More than 2L+ job vacancies for Digital Marketing Managers / Social
Media Managers, etc on Linkedin alone

60. 62
Want to learn how to drive sales online?
● Short-term 3 weeks course
● Hands-on exposure to digital advertising
across Google, Facebook, Linkedin,
TikTok, Times Internet & Yahoo
● Who should take this course?
○ Entrepreneurs to help them drive
their business sales online
○ Marketers who execute campaigns for
their companies to generate sales
○ Young College graduates looking to
build a career

61. 63
Want to learn holistic digital marketing to scale up your
business?
● 2-month program for exhaustive training across Digital Ads, Social Media,
SEO, Websites & Apps
● For Freshers & job seekers, we also have 1 month internships with
placement assistance

62. Open-Forum and Q&A
vikas@socialbeat.in
abhishek@digigrad.in

63. Awareness
Consideration &
Evaluation
Lead Conversion
Data Collection &
Analysis
SEO
Customer Support
Influencer Outreach
Paid Search, Display & Remarketing
List Building
Monitoring
Lead Capturing
User Behaviour
A/B Testing
Analytics
Call Tracking
Adv. Conv.
Tracking/Visitor Profi
CRM
Reporting
Comp. Tracking
Tag Management
Hundreds of Tools to help