Online Marketing Strategy. How to create a brand online? Creating aBrand Online An innovative...

Online Marketing Strategy

How to create a brand online?

Creating a “Brand” Online

An innovative

product

Competitive pricing model

Brand Identification and Reach

Unparalleled service

Where can Iksula help

Creating a “Brand” Online

An innovative

product

Competitive pricing model

Brand Identification and Reach

Unparalleled service Already exists

Already exists

Will be taken care by Incom

Iksula’s Approach

The Message

Marketing Strategy

Marketing Strategy

1. Create awareness and Acquire customers

2. Reduce CPA and Increase LTV

Marketing Strategy

1. Create awareness and acquire customers

Phase 1

Search Engine Optimization

Page title

Keyword seededProduct content

H1 tag

Meta description

Alt Image tag

Standardized URL

Optimize website content to rank higher on SERPs

Search Engine Optimization

Advantages of implementing Schema

• Improvement in CTR of search results due to rich snippet

• Better interpretation of product page

• Common micro data format for all search engines

Schema standardization

Normal search result

Rich snippet result

WOM Marketing

Engage with Influencers A brand is no longer what we tell the customer it is - it is what influencers tell it is

- Scott Cook

Get Covered by Top Fashion Websites

Paid Marketing

Google Display Advertisements

Feature Status quo on All Popular Sites

Yebhi has a 12X stronger brand recall than Provogue

Paid MarketingFacebook Paid

Advertisements

Reach Your Exact Target Audience

Paid MarketingVideo Marketing

31.5 Million watch videos on YouTube everyday

Coverage on Youtube and Mobile

87.1 million users experience Internet on their smart phones

Mobile Marketing

Social Media

Social Media

Engage with Millions

8/10 purchase a product after interacting with the brand/product on social media

Marketing Strategy

2. Reduce CPA and Increase LTV

Phase 2

Conversion Rate Optimization

2 in 10 conversions do not take place due to incorrect element placement

Perform Heat map Analysis and Click Tracking to understand User Behavior

AnalyticsCreate a Holistic view of your business by turning customer interactions into Actionable insights.

Affiliate Marketing

40% of Amazon’s revenue is through Affiliate Marketing

Jabong receives 2000 orders/day just from affiliates

Gender & AgeCart

Abandonment

Category & Products Viewed

Time on site&

Pages /Visit

Device Type Used

Customize messaging to each of your remarketing lists

RemarketingBuild retargeting lists based on past interaction and show them targeted advertisements

Email

Website

Social

CRM

Record Behavior

Retention Marketing

Record customer behavior via various sources

Retention Marketing

Email

Website

Social

CRM

Who is the customer?

When should you contact the customer?

What content should the customer receive?

DetailsAnalyze behavior to identify engagement patterns

Analyze Behavior

Record Behavior

Email

Remarketing

Send Highly Personalized Interactions

Product Recommendations

Push Notifications

SMS

Details

Email

Website

Social

CRM

Analyze Behavior

Record Behavior

Who is the customer?

When should you contact the customer?

What content should the customer receive?

Retention Marketing

Use insights to generate personalized communication

Retention Marketing

Every 1 day Spend > 5mins on the

Angry Birds T-shirt category

but did not purchase

Wait for 2 days.

(Did not make a purchase)

Email with products in Angry

birds T-shirt category.

Made a purchase in

the last 5 days

Finish

Did not make a purchase in the last 5 days

Email with similar

products

Sample communication strategy

Sample emails for our Retention strategy

Marketing Strategy

1. Create awareness and Acquire customers

2. Reduce CPA and Increase LTV

Shopnineteen.com

Shopnineteen

Mission of nineteen: To bring Fun, Fashion and Affordability to all women who wish to remain ‘nineteen’ forever

1. www.shopnineteen.com was the first one in the country to launch video catalog for apparels for better understanding of fabric fit and fall.

2. shopnineteen is the first and only one to launch new collections comprising minimum 50 options every 15 days i.e. 7th and 21st.

What has Shopnineteen done till now

March April May June July August Sept Oct Nov Dec Jan Feb0

50000

100000

150000

200000

250000

300000

350000

400000

450000

804538350

143606112180

198241

299735

189185235204

289850320561

352504398501

Traffic

What has Shopnineteen done till now

March April May June July August Sept Oct Nov Dec Jan Feb0

1000

2000

3000

4000

5000

6000

7000

8000

111538

1589 1284

3480 3497

26503290

4890

62506780

7365

Orders

What has Shopnineteen done till now

March April May Jun July August Sept Oct Nov Dec Jan Feb0%

20%

40%

60%

80%

100%

120%

Paid Organic Referral/AffiliateSocial eMail Direct

Source wise order contribution

Cost of Acquisition

What has Shopnineteen done till now

March April May June July August Sept Oct Nov Dec Jan Feb0

10

20

30

40

50

60

70

80

90

65

75

85

55

45 4338

32 30 31 33 30

Spends in Lakhs

Zovi.com

Zovi

Mission of zovi: Want to educate people on the value chain of apparel, to make transparent where their money is being spent.

1. www.zovi.com was the first one in the country to launch an app to try clothes online - ZoviEye

2. Zovi has the most amazing web interface and boasts one of the highest conversion rates in its sector

What has Zovi done till now

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0

1000000

2000000

3000000

4000000

5000000

6000000

10469831461768

193606915426351341784

25418822949177

3440583

2749789

39787464296126

4917812

Traffic

What has Zovi done till now

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0

20000

40000

60000

80000

100000

120000

1421816847202171987421224

3994748618

6271154410

8629194171

107491

Orders

What has Zovi done till now

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%

20%

40%

60%

80%

100%

120%

Paid Organic Referral/AffiliateSocial eMail Direct

Source wise order contribution

Cost of Acquisition

What has Zovi done till now

March April May June July August Sept Oct Nov Dec Jan Feb0

50100150200250300350400450500

324

451412

359 380409 408 402

350375 389 401

Spends in Lakhs

FreeCultr.com

FreeCultr

Premium lifestyle apparels brand for men and women

FREECULTR defines a way of life. A way that is fluid. A way that is personal. A way that is our own. Gone are the days where style, fashion, moods, desires, personality need to be prescribed and followed. We are free to develop and choose our own path, our own style. This defines FREECULTR as a brand. FREECULTR was born out of the idea that simplicity is everything. Choice is freedom. Freedom is happiness. We have one simple goal - to deliver freedom to choose your own style.

What has FreeCultr done till now

March April May June July August Sept Oct Nov Dec Jan Feb0

20000

40000

60000

80000

100000

120000

140000

55665

8680575421

121041114547

8567495647

105457

8685698040

112046125797

Traffic

What has FreeCultr done till now

March April May June July August Sept Oct Nov Dec Jan Feb0

500

1000

1500

2000

2500

3000

3500

4000

4500

1113

19101584

30263436

2827

21042552

2171

3039

3585

4277

Orders

What has FreeCultr done till now

March April May Jun July August Sept Oct Nov Dec Jan Feb0%

20%

40%

60%

80%

100%

120%

Paid Organic Referral/AffiliateSocial eMail Direct

Source wise order contribution

Cost of Acquisition

What has FreeCultr done till now

March April May June July August Sept Oct Nov Dec Jan Feb05

101520253035404550

42

32

45

29 2831 29

3632

2926

19

Spends in Lakhs

Iksula Case Studies

Iksula’s expertise in SEO helped Croma optimize its content and significantly increase its keywords ranking

Croma

97%|Growth in Organic traffic in 6 months

46% |Increase in overall leads

20% |Reduction in CPL in 3 months

130%|Increase in conversion in 3 months

Iksula’s team of paid marketing experts optimized campaigns and helped Health Total increase their conversions

5089 |Total number participants

2085 |Tweets @ mentioning MAKEYOURMARK/PROVOGUE

19% |Increase in followers

1285 |Total number participants

8.9% |Increase in follow

May/13 Jun/13 Jul/13 Aug/13 Sep/13 Oct/13 Nov/130

200

400

600

800

1000

1200

1400

1600

1800

0

100

200

300

400

500

600

700

1137.69

1593.47

1180.68847.28000000

0001

352.03

443.84

358.7857 6954

186

552504

591

Cost/Conv (1 per click) Conv (1 per click)

293% | Increase in Return on advertising spend

70% |Reduction in Cost per Acquisition

163% |Increase in click through rate

75%|Increase in Orders from website

86%|Increase in Orders from mobile devices

1700+ |Total number of tweets on #BollywoodGoesProactiv

Two is better than 1!!#BollywoodGoesProactiv & Proactiv

trending at the same time

800+ |Tweets @ mentioning proactivindia

Marketing Budget

21%

9%

5%8%21%

11%

9%

SplitGoogle AdwordsSocial mediaSEOPRSocial media(Paid)AffiliateeMail MarketingVideoMobile

How much should you allocateStatus Quo should allocate 10% of overall revenue for online marketing

10%

Overall revenue

Marketing spends

DetailsMarketing spends Percentage of total spends Monthly(INR) Yearly(INR)

Google Adwords 21% 17,50,000 210,00,000Social media 9% 7,50,000 90,00,000SEO 5% 4,16,667 50,00,000PR 8% 6,66,667 80,00,000Social media(Paid) 21% 17,50,000 210,00,000Affiliate 11% 9,16,667 110,00,000eMail Marketing 9% 7,50,000 90,00,000Video 7% 5,83,333 70,00,000Mobile 9% 7,50,000 90,00,000Total 83,33,334 1000,00,000

Service fee Monthly Retainer(INR)

Iksula retainer 200,000 + 15% of spends

TimelinesActivities M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12

Phase 1

SEO

WOM

Social media

Paid Marketing

Phase 2

Analytics

CRO

Remarketing

Affiliate

Retention

Terms

• Paid Marketing spends to be paid in advance• Iksula retainer is excluding service tax

Thank You