Digital Marketing For Start-ups'

Chandigarh20-06-2015

Welcometo

Digital Marketing Strategy

Business Company Brand Need to communicate to

Prosper

Communication

Strategy

Strategy is a plan for obtaining the goal, based on the information @ hand in targeted time & with given Resource

Goals Need to be SMART

ACTION – Oriented

Frailer / Success

Research

Analysing Data

FilterObserving

Discuss

Use Info

Doing / Done

Information @ Hand are the pieces of information related to the Goal

that help inform the strategy

Process ExampleInformation @ Hand

Traffic Metrics of Competitor SitesMarket SizeWhere my Users arePricingGaps in the demand and supply

Goal

ReachN number of trafficN % of Market shareN amount of Turn Over

Strategy

Where my Target Traffic areGet where my Target Traffic areListen about the offerings in the verticalGap analysisEducate & Engage Target UsersPromote Offerings USPCompetitive offering pricingService After Delivery

Four Core of Stages to Build & Execute Digital Strategy

Evaluation

Planning

Creating

Execution

Product Oriented

8 Ps

Product• Digital value• Experiencing the

brand

Price • Price transparency• Creative pricing

models

Place • Representation• New distribution

models

Promotion• Online vs. offline

mix• Integration

People• Resourcing and

training• Contact strategies

Process Automation• Optimizing internal

and external processes through the web

Physical Evidence• Online physical

evidence• Integration

Partnerships• Managed

marketing alliances

NEW DIGITAL MARKETING FRAMEWORKS4Es, 5Is, 4Is & 6Cs

• 4Es for customer orientationframework which is comprised of – Experience– Exchange – Evangelism– EveryPlace

• 5Is for customer orientation the 1:1 philosophy of personal conversation framework which is comprised of – Identification– Individualization– Interaction– Integration– integrity

• 4Is for customer engagementframework which is comprised of – Involvement– Interaction– Intimacy– influence.

• 6Cs and the OVP (Online Value Proposition )Building upon the Es. Dave Chaffey (2004) suggested 6Cs for customer motivation to company’s Online Value Proposition (OVP)

4Cs

Cost Cost to the customer (pricing).

Customer Customer needs and wants (from the product).

Communication Communication (promotion).

Convenience Convenience (relative to time, place & mode).

Rothery (2008) developed the 4Es framework as a follow-

on to Lautenborn’s (1990) 4Cs framework.

• Exchange Price (as money or credit is

exchanged for product or services)

Payment Options

• Evangelism Promotion becomes evangelism. (word-of mouth-marketing)

• Every place Place or distribution should be everywhere the customer are.

• ExperienceA product / services is an experience (including online offline experience).

Experience EveryPlace

Exchange Evangelism

5Is for Customer Orientation

FORRESTER’S 4Is OF CUSTOMER ENGAGEMENT

INVOLVEMENT INTERACTION INTIMACY INFLUENCE

What to Track •Site visits •Time spent •Pages viewed •Search keywords •Navigation paths •Site logins

•Contributed content•UGC Quantity•UGC Frequency (written reviews, blog comments, forum discussions)

•Sentiment tracking on third-party sites •Sentiment tracking of internal customer contributions •Opinions expressed in customer service calls

•Net promoter (NP) score •Product/service satisfaction ratings •Brand affinity •Content forwarded to friends •Posts on high profile blogs

How to Track •Web analytics

•eCommerce platforms •Social media platforms

•Brand monitoring •Customer service calls

•Brand monitoring •Customer service calls •Surveys

Chaffey (2004) suggests 6Cs of customer motivation to help define the Online Value Proposition (OVP)

Customer Motivation

6 Cs

Content• Right content• Right context• Right media

Customization • Personalization

according to individuals or groups

Community • Many-to-many

social networks

Convenience • 24/7 availability• Turn around time• After Sale Service• Refund Guaranty

Cost reduction • Internet perception

of lower-cost – no middle man

Choice • Products / Services• Method of Payment• Delivery• Ease Return

PRACE & SOSTAC

• Dave Chaffey framework RACE™, but the P for Planning is an indispensible step. • It is often used in conjunction with SOSTAC, as the two planning systems are

complementary. • PR Smith’s SOSTAC® Planning System is also a planning process framework to

help structure and manage implementation of digital marketing plans. The best way to see how these two planning systems operate is by taking a look at the graphics on the next two pages.

• SOSTACSOSTAC® stands for – Situation, – Objectives – Strategy– Tactics– Action– Control

• PRACE PRACE stands for – Plan– Reach– Act– Convert– Engage.

Inconvenient Truths

“Digital Strategy means something that will change my bottom line in 3 - 6 months” Shiv Singh, PepsiCo

My take “Digital Strategy is plan to expand in the borderless space on Internet and mobile” It’s No magic spell or not a way for Marketing Experts to fill the fall short gaps of Market plan

Traffic Source

Presence (Website)– Presence (Website/blog)• Design – UI, GUI & UX• Colour Schema• Content (Different types- text, Image, Videos) • Navigation wire frame

Content for WebSite• Know your audience• Know how and where they

consume information• Research publishers or

organizations to partner with• Complement your paid

promotion with social media• Add e-mail marketing to the mix• Make sure to have executive

support.• Measure your results and

report.

Of marketers say content creations is back born of SEO

Of marketers in strategic phase of SEO invest in Content creation

Target Users

• Who the Customers are• What they are looking for• What’s the Gape of demand and supply• Where the Target Users are

Identification of Goal

• Short term– Traffic– Registration– Leads– Sale

• Long term – Branding– Loyalty – Return Sale– Partners

Selection of Channels

Channels• Paid Campaign• Organic• Content Marketing• Social Media• Paid Social Campaign• Email Marketing

(Remarketing)This depends on the variable -Vertical, Objective Goal, Fund & Time Line

Paid Channels

Channels• PPC (Google, MSN-Bing/Yahoo)

• Digital Media Inventory • Social Paid Campaign

Organic Traffic

Organic ChannelsOrganic Traffic

• Organic Search– Google Search– Yahoo Search– MSN Bing Search

• Social Network• Content Marketing– Ghost Writing– Guest Blogging– Content Distribution etc.

Organic Search Traffic

Social Media Channels

Content Marketing +Positives

• Content marketing Boosts SEO• Good quality content enhance Search visibility• Content marketing enhance Social visibility via

sharing• Distributed Content on Social drives traffic• Content attracts niche audiences• Targeted content is proven to impact purchase

decisions

Content Creation / Generation

Publish

Create Draft

Edit

Create Original Content

Listen to Social

Research Social

Discuss on Social

Read Similar Topics

Consult Topic

Experts

Plan Budget for Online Marketing?How to budget for online marketing activities?Depends on– the objective of the company / brand – the pocket depth– the Time Line to achieve the objective

Sample Budget

What is the Right Digital Marketing Team?

• Very Hard to Answer• Depends on Budget & Skilled Resource AvailabilityStart-up• Out Source• Shared Strategic Resource (Consultant)Company With comfortable budget• Strategic Lead (Consultant)• Create a Strong Hands on Team

Team Member Quality

Digital Marketing is Communication, hence• Commend over the language (English).• Hunger for learning• Street Smart • Head on Approach• Correct Fundamentals

Team Building & Training

Susomoy Sinhasusomoy@yahoo.coms.sinha@innovazioninteractive.comin.linkedin.com/in/susomoysinhaTwitter: @susomoy

The change of mind set is needed for Online & Digital Marketing. Scope is huge with new frontiers opening with new technology and digital media.

A long term plan is very essential for all companies and Brands.