Abhishek Gaurav

Computer & Accessories Vendor | Digital Mix

2013

Abhishek Gaurav

Digital Mix : Its time to invert the AIDA model !

What does this mean for Computer & Accessories Vendor? Computer & Accessories Vendor needs to sync itself with the evolution of

digital media (internet & mobile) to tap the potential of word of mouth through owned and earned media

Content is king, not channel – and actions that demonstrate and deliver a brand’s promise speak louder than words

It would make more financial sense to create targeted behaviour change first and then let your consumer advocates create awareness for you for free

Abhishek Gaurav

Digital Strategy

Abhishek Gaurav

Digital Strategy

Abhishek Gaurav

Action: 360 Online Media Approach

Action

Abhishek Gaurav

Action: Website

The website needs to be enhanced to include online videos for demonstrating the process

B2B and B2C testimonials to be established for regional and national customers with pictures

Include referrals and award them on sale

Abhishek Gaurav

Action : Social

Computer & Accessories Vendor needs to graduate from social media presence to social media connect

Currently Computer & Accessories Vendor doesn’t have any foot print on the social media apart from a very small fan base on FB

Content strategy needs to be devised for all social media channels Create engaging social media applications (ex: Win yourself a branded tablet)

Abhishek Gaurav

Action : Integrate with leading recharge websites with small value coupons

Computer & Accessories Vendor coupon to be integrated here

It would give access to highly targeted users with minimum wastage Non-intrusive environment for users

Source : themediaant

Abhishek Gaurav

LEADS / SALES

Commissions and incentives

Computer & Accessories

Vendor

Action : Affiliate Marketing

Affiliate Marketing Companies

Additional route for Computer & Accessories Vendor to reach their consumersLeverages high number of smaller websitesPerformance based advertising i.e. Cost Per Action pricing model for Computer & Accessories VendorUse of PPC affiliates, Display and email affiliates

Abhishek Gaurav

Action : SEM

Search Advertising

*Target usersThrough relevant

Keywords orPhrases and devices

Search Advertising

*Target usersThrough relevant

Keywords orPhrases and devices

Content Network

Advertising

*Targets relevantContent and

Contextually showsthe message/ad

Content Network

Advertising

*Targets relevantContent and

Contextually showsthe message/ad

Site Targeting

*Targets relevant Websites

Site Targeting

*Targets relevant Websites

Optimize campaign on non-brand keywords, Computer & Accessories Vendor has high competition from classified sites and regional repair and computer services chains

Use of search re-targeting with targeted ad copy to entice prospective consumer who left the site without purchasing or availing services

Use of technology like Marine to optimize search spends

Abhishek Gaurav

Digital Strategy

Abhishek Gaurav

Desire : Collaborating Owned and Earned Media

Des

ire

Abhishek Gaurav

Desire : Social CRM

Develop social CRM to influence viral customer advocacy Customer advocacy will result in customer acquisition

Abhishek Gaurav

Desire : Online PR

Build relationships with the most influential websites and online journalists Create quality SEO links back to Computer & Accessories Vendor website Tailored to new search trends that your prospects are using

Abhishek Gaurav

Digital Strategy

Abhishek Gaurav

Interest : Combination of Earned and Paid Media

Earned Media Paid Media

Inte

rest

Abhishek Gaurav

Interest : ORM

Offer great products and customer experience Create unique, useful content for both owned (website) and earned (i.e. guest

blog) media Spark fresh earned media acquisition with paid media and word of mouth

Abhishek Gaurav

Interest : Social Media Advertising

Targeted campaign and sponsored posts on Facebook Contests and user testimonials for twitter handle to promote brand advocacy Targeted ads for age groups, interests and demography for better conversion

Abhishek Gaurav

Digital Strategy

Abhishek Gaurav

Awareness : Paid Media

Use this to introduce, announce, spark interest and entice users to transact Computer & Accessories Vendor should use this to communicate new product

offering, testimonials and offers

Abhishek Gaurav

Awareness : Paid Media - Display | Shift in trends

Abhishek Gaurav

A shift from buying “Ad Space” to buying audience profiles

Abhishek Gaurav

Display : Online Marketing

Use of horizontals and verticals for reach Use real time bidding platforms for conversions Use display re marketing for missed opportunities

Abhishek Gaurav

Display : Mobile Marketing

Mobile penetration in India is the second highest in the world today Leverage mobile marketing channels from SMS to in app advertising to as

network and search

Abhishek Gaurav

Conclusion : Multiple Routes to Your Consumer

Horizontals / Verticals

Affiliates

Search - PPC & SEO

Email

Mobile

WEBSITE

Social Media

Consumers

Develop content that is relevant and cost effective Theme based advertising targeted to consumer intent Integrate online and offline mediums Reach out to larger audience base, engage them and eventually graduate

them as brand advocates and propagators

Abhishek Gaurav

Thank You