Craftsvilla.comBasic Digital Marketing Concepts

Webinar – June 05, 2013

Craftsvilla.com – Building & Enabling EcommerceLargest Marketplace for Unique Indian Products

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Why Do Marketing?• Growth Acceleration– To Acquire New Customers

• Remarketing– To Bring Back Old Customers

• Brand Building– To Create Aspiration/Glamour/Association with Your Brand– To Create Awareness of Your Brand

• Growth Acceleration– To Acquire New Customers

• Remarketing– To Bring Back Old Customers

• Brand Building– To Create Aspiration/Glamour/Association with Your Brand– To Create Awareness of Your Brand

What is Digital Marketing?• Online Purchase Drivers Are Different– Convenience– Variety– Uniqueness (Not Available in Neighborhood)

• Most Online Purchases are Impulsive and Not Need Based• Digital Marketing Helps to Reach– Customers who are browsing/searching/reading emails– Direct them to your webstore with a message– Culminate the interaction in a “Sale”

• Online Purchase Drivers Are Different– Convenience– Variety– Uniqueness (Not Available in Neighborhood)

• Most Online Purchases are Impulsive and Not Need Based• Digital Marketing Helps to Reach– Customers who are browsing/searching/reading emails– Direct them to your webstore with a message– Culminate the interaction in a “Sale”

Basic Online Traffic Sources• Organic (Unpaid)– Referral• Blogs, Community Sites

– Search (Contextual)• Google, Yahoo

– Social Media (Viral)• Facebook, Twitter, Pinterest, Tumblr

• Inorganic (Paid)– Google Search Ads– Display/Video Ads– Facebook Ads

• Organic (Unpaid)– Referral• Blogs, Community Sites

– Search (Contextual)• Google, Yahoo

– Social Media (Viral)• Facebook, Twitter, Pinterest, Tumblr

• Inorganic (Paid)– Google Search Ads– Display/Video Ads– Facebook Ads

Basic Digital Marketing Terminology• CPC– Cost Per Click (Rs 1 – Rs. 50)

• CPM– Cost Per 1000 impressions (Rs. 50-Rs. 500)

• CTR– Click Through Rate (0.01-0.1%)

• Auction/Bid– Bid Based Methodology to Get Access to Publishers for Ads– Bid is Maximum Price You Are Willing to Pay for Ad CPC or CPM

• Conversion (0.5% to 5%)– How Many Visitors Are Converting to Sales

• CPC– Cost Per Click (Rs 1 – Rs. 50)

• CPM– Cost Per 1000 impressions (Rs. 50-Rs. 500)

• CTR– Click Through Rate (0.01-0.1%)

• Auction/Bid– Bid Based Methodology to Get Access to Publishers for Ads– Bid is Maximum Price You Are Willing to Pay for Ad CPC or CPM

• Conversion (0.5% to 5%)– How Many Visitors Are Converting to Sales

Customer Profile of Craftsvilla.com• 90% Customers are Women• 70% Customers are from South India– Bangalore/Mumbai/Chennai Rule

• 25+ Years• 75% Customers from India and 25% Outside of India• Highest Selling Category is Jewellery• Craftsvilla.com Has The Largest Collection of Indian Jewellery

in the World

• 90% Customers are Women• 70% Customers are from South India– Bangalore/Mumbai/Chennai Rule

• 25+ Years• 75% Customers from India and 25% Outside of India• Highest Selling Category is Jewellery• Craftsvilla.com Has The Largest Collection of Indian Jewellery

in the World

Your Shop on Craftsvilla.com• Has An Individual Identity– www.craftsvilla.com/yourshopurl

• Create Banner to Communicate Your Brand/Offers• Pageviews Tells You How Many People Came to Your Shop• Craftsvilla.com Uses Following Media to Bring Traffic to Your

Shop– Facebook Posts– Facebook Paid Ads– Paid Google Display Ads– Blogs/PR– Emailer

• Has An Individual Identity– www.craftsvilla.com/yourshopurl

• Create Banner to Communicate Your Brand/Offers• Pageviews Tells You How Many People Came to Your Shop• Craftsvilla.com Uses Following Media to Bring Traffic to Your

Shop– Facebook Posts– Facebook Paid Ads– Paid Google Display Ads– Blogs/PR– Emailer

What Can You Do To Promote Your Shop?• Make Sure You Put Your Shop Link– In Your Email Signature– In Your Individual/Corporate Website– In Your Facebook Page/Blogs– In Your Brochures

• (3Ps) Price, Pictures and Product Content Play a Big Role inDigital Marketing• Learn Digital Marketing Tools Like Facebook Ads/Google

Search Ads/SEO• Use Paid Marketing on Craftsvilla.com

• Make Sure You Put Your Shop Link– In Your Email Signature– In Your Individual/Corporate Website– In Your Facebook Page/Blogs– In Your Brochures

• (3Ps) Price, Pictures and Product Content Play a Big Role inDigital Marketing• Learn Digital Marketing Tools Like Facebook Ads/Google

Search Ads/SEO• Use Paid Marketing on Craftsvilla.com

How To Do Effective SEO For Your Shop?• SEO – Search Engine Optimization– Free Traffic and Highly Contextual, Higher Conversion on Sale

• Effective SEO– Target Keywords (Polki Earrings, Kundan Jewellery)– Create Effective Titles (Mention Material, Type, Color, Size etc)– Your Product Name is the Product Page Title on Craftsvilla.com– Avoid Duplicate Titles– Avoid Duplicate Description– Keep You Shop Fresh (Upload New Products Frequently)

• SEO – Search Engine Optimization– Free Traffic and Highly Contextual, Higher Conversion on Sale

• Effective SEO– Target Keywords (Polki Earrings, Kundan Jewellery)– Create Effective Titles (Mention Material, Type, Color, Size etc)– Your Product Name is the Product Page Title on Craftsvilla.com– Avoid Duplicate Titles– Avoid Duplicate Description– Keep You Shop Fresh (Upload New Products Frequently)

How To Price Your Products?• Price Based on a Target Net Margin– 25% Net Margin is Usually a Good Margin– If you do Rs. 1 Lakh Sale In a Month, You Should Make Atleast Rs.

25k After All Expenses– Make Sure You Account for Courier/Labour/Packaging Costs– Make Sure You Account for Craftsvilla.com Commission– Make Sure You Account for Any Paid Marketing Costs

• Overly Priced Products Are Tougher to Sell• Giving Too Much Discount Can Create Negative Perception

• Price Based on a Target Net Margin– 25% Net Margin is Usually a Good Margin– If you do Rs. 1 Lakh Sale In a Month, You Should Make Atleast Rs.

25k After All Expenses– Make Sure You Account for Courier/Labour/Packaging Costs– Make Sure You Account for Craftsvilla.com Commission– Make Sure You Account for Any Paid Marketing Costs

• Overly Priced Products Are Tougher to Sell• Giving Too Much Discount Can Create Negative Perception

Learn Digital Marketing Tools• Become Digital Marketing Guru Yourself– Do Not Use Any Intermediate Agency (Transparency Issues)– Manage Your Digital Marketing Tools Yourself– Learn to Create Your Facebook Page– Learn to Setup Your Google Adwords Campaigns– Learn to Setup Your Pinterest Page– Learn to Analyze Spend Effectiveness Using Google Analytics– Learn Simple but Effective SEO Tricks

• Become Digital Marketing Guru Yourself– Do Not Use Any Intermediate Agency (Transparency Issues)– Manage Your Digital Marketing Tools Yourself– Learn to Create Your Facebook Page– Learn to Setup Your Google Adwords Campaigns– Learn to Setup Your Pinterest Page– Learn to Analyze Spend Effectiveness Using Google Analytics– Learn Simple but Effective SEO Tricks

Effective Digital Marketing Strategies• Reduce Your Cost and Increase Your Conversion– Higher CTR results in Lower CPC– Use Attractive Pictures for Higher CTR and Low CPC• CTR Can Change by 5-10x Just Because of Picture Change

– Use Effective Ad Title for Higher CTR and Low CPC• CTR Can Change 2-5x Just Because of Title Change

– Use Geographic & Demographic Targeting for Higher Conversion– Use Targeted Landing Pages to Get Higher Conversion on Traffic– Create Multiple Ads With Different Pictures & Titles• Choose Best Ads Based on CPC and Conversion

• Reduce Your Cost and Increase Your Conversion– Higher CTR results in Lower CPC– Use Attractive Pictures for Higher CTR and Low CPC• CTR Can Change by 5-10x Just Because of Picture Change

– Use Effective Ad Title for Higher CTR and Low CPC• CTR Can Change 2-5x Just Because of Title Change

– Use Geographic & Demographic Targeting for Higher Conversion– Use Targeted Landing Pages to Get Higher Conversion on Traffic– Create Multiple Ads With Different Pictures & Titles• Choose Best Ads Based on CPC and Conversion

Summary• Digital Marketing is Simple and Can be Managed Yourself• Learn to Drive More Organic Traffic through Social Media

Sites• (3Ps) Price, Pictures and Product Content Play a Big Role in

Digital Marketing• Analyze Carefully CPC, CTR and Conversion on Your Ads• Spread Your Shop URL Through Multiple Channels• Learn Tools & Become a Digital Marketing Guru Yourself

• Digital Marketing is Simple and Can be Managed Yourself• Learn to Drive More Organic Traffic through Social Media

Sites• (3Ps) Price, Pictures and Product Content Play a Big Role in

Digital Marketing• Analyze Carefully CPC, CTR and Conversion on Your Ads• Spread Your Shop URL Through Multiple Channels• Learn Tools & Become a Digital Marketing Guru Yourself