– RathinLahiri:What are the things you can do take advantage of Digital Channel? Talk about...

Digital Marketing :

101 Rathin Lahiri

CMO – Loyalty One

Who is the bigger brand?

The Customer Funnel

Visitors

Registered Users

First-time Buyers

Repeat Buyers

Organic Traffic

Paid Traffic

Organic Traffic

Paid Traffic

Organic Traffic

Paid Traffic

Great Experience

Great Value

Digital Marketing Toolkit

Search Engine

Optimization /

Search Engine Marketing

Online

Advertising

Online Public Relations

Email

Marketing

Social Media

Marketing

Mobile

Marketing

Display Advertising

• Display Advertising, e.g. Banner ads, Google AdSense

• Banner ads can drive both brand awareness and response

• Ads may be static, dynamic, fully interactive, form-based

• Choice of ad format depends on campaign goals

• Ad space can be bought from publishers or through ad networks

• Publishers: Yahoo!, Microsoft, Rediff.com, Sify.com

• Ad Networks: Tyroo, Komli, AdMagnet, Vdopia

• Display ad performance metrics can vary based on campaigns

Brand Advertising

Response-driven Advertising

Online Public Relations

• Online publications offer targeted and efficient access to both

partners and vendors

• Use online publications to augment offline coverage

• Blogs: your own, industry trackers, business insiders, etc.

• Social networks: Twitter, LinkedIn, Facebook, etc.

• Content sharing platforms: YouTube, SlideShare, etc.

• Response-friendly releases: use keywords and linkbacks

• Augment press releases with visual and video content

• Share across platforms and monitor response

eBay.in DreamHouse (over 500k visitirs )

Search Advertising

93% of buying cycles start with online searches.

Google is a $ 50 Bn company

Natural Search

Paid Search

Search Advertising

• Search Advertising, e.g. Google AdWords

• One of the most effective channels to drive response/action.

• Pay-per-click text ads that accompany organic search results.

• Appearing in both organic and ad lists increases traffic 4X.

• Crisp copy with clear call to action increases clickthrough rate.

• Landing page specific to the ad campaign increases conversion.

Search Advertising

Organic Results

+

Ad Results

=

4x response

High rank on

search results

page leads to

increased brand

awareness.

Search Advertising

Product Details

with clear value

proposition

Call to Action

Search Engine Optimization

93% of buying cycles start with online searches.

High rank on

search results

page leads to

increased brand

awareness.

Search Engine Optimization

Page Title

Page URL

Page Description;

Subsection Links

Page Header

On-page content: Use the right keywords

Content Optimization

• On-page Content:

• Update regularly – minimize broken links and “out-of-stock”.

• Provide product details, specifications, shipping information.

• Showcase user reviews and images.

• Off-page Content: Link to pages using the right keywords

• Consistent, reliable content drives more links.

• Reliability of linking sites adds value to the links.

• Social networks drive large volumes of links.

Top Tips – SEO/SEM

• Use relevant keywords in content.

• Keep content relevant and updated.

• Use descriptive page title and section headers.

• Organize your sitemap for easy crawling by search engines.

• Allow sharing on social networks to build link quality.

• Claim relevant keywords for search ads.

• This builds brand relevance and awareness.

• Measure effectiveness through web/campaign analytics.

• Test and learn – adapt communications based on results.

Email Marketing

Brand Logo Share!

Share!

Call to Action

Top Tips – Email Marketing

• Cardinal rule of email marketing: Do not spam!

• Opted-in consumers: More receptive to communication;

hence more valuable to your business.

• Effective email: Concise, focused, with clear call to action.

• Mobile phone compatibility: Design to be read on the move

• Test regularly: Layout, content, offers, schedule, etc.

• Customize content based on user segmentation.

• Use response data to fine-tune future contacts.

• “No means no”: Do not contact customers if they opt out.

Mobile Marketing

• Mobile Is Personal

• Mobile is with you everywhere

• Mobile is immediate

• Mobile is Localizable

• Mobile provides a wide range of Marketing Tools

• Website / App / Sms / MMS/ Location Based

Targeting / Qr codes

Mobile Marketing

• The smartphone is a computer that can make calls

• Deliver a rich, interactive mobile experience

• Make offline messaging come alive

• The smartphone is not a computer – design differently

• Mobile web experience

• Mobile application experience

• Customize the mobile experience

• Platform – customize for the customer’s phone

• Geolocation – customize for where the customer is

• Contact network – customize for what the customer’s friends like

• Respect the customer’s privacy

• Protect the customer’s data

Mobile Marketing

• Always on, always at hand

• Mobile devices are becoming primary online touchpoints.

• Mobile has overtaken the desktop as a gateway to the internet.

• 40% of all Google searches come through mobile.

• 27% of all emails are opened on mobile phones.

• Mobile access is no longer just a “good to have” feature.

• All digital channels must be mobile-friendly.

• Highly personal and highly personalized medium:

• Platform

• Geolocation

• Network

• Challenges: Permission to contact, privacy, data security.

Mobile Web

Mobile App

Social Media Marketing

• Social media: Word-of-mouth in a digital era

• Archive of opinions and sentiments

• The forest-fire effect – rapid expansion of reach

• Two-way street for marketers – broadcast and listen

• Measurable, but what does the data mean?

• Three elements of social media

• Publish

• Share

• Discuss

Top Tips – Social Media

• Share/promote published content

• Blogs, Facebook, LinkedIn, Twitter, Google+

• Monitor content published by others

• Search and News: Google News, Google Alerts, Blog search

• Social networks: Facebook, LinkedIn, Twitter, Google+

• Bookmarking: Delicious, Reddit, StumbleUpon

• Discuss: participate in online conversations

• Blogs, LinkedIn, Facebook, Twitter, Google+, Quora

Publish Content

• Content platforms

• Networking platforms

• Bookmarking

Blogs: Publish, Share, Promote

Conversations: Facebook

Conversations: Twitter

Conversations: Q & A

Social Media 4.3 million Likes

31,702 conversations

Social Media 69,896 Likes

1,509 conversations

Top Tips – Digital Marketing

• Clearly define your Objectives

• Use a balanced mix of search and display (brand/response)

• Drive brand engagement through rich media and interactivity

• Even search ads are a branding tool – use them effectively

• Strong call-to-action words drive high clickthroughs

• Measure effectiveness through web/campaign analytics of

each channel

• Test and learn – adapt advertising based on results

• Nobody knows it all : Learn from the specialists

Social Media Marketing

Thank You