Digital Marketing Strategy for Carat Lane by Disha Shah and Divya Sakariya

TEAM MEMBERS

DIVYA SAKARIYA

DISHA SHAH

INDEX

1. ABOUT

2. 360 MARKETING STRATEGY

3. CONTENT TYPES & CAMPAIGNS

4. GOOGLE ADS

5. REMARKETING

6. SEO AUDIT

7. COMPETITIVE ANALYSIS

8. MOODBOARD

9. ASO

ABOUT

CARATLANE

• CaratLane.com is one of India’s leading e-

commerce company founded in October 2008.

• It offers the largest collection of diamonds & diamond

jewelry in the country.

• One of the 20 hottest e-commerce sites in India.

• It also has multiple stores in various cities including

Delhi NCR, Mumbai, Chennai, Indore, Kolkata &

many more.

MITHUN SACHETI

(Founder & CEO)

OFFLINE STORES

360MARKETING

STRATEGY

WEBSITE

MOBILE APP

FACEBOOK

TWITTER

INSTAGRAM

#WomenOfMettle

Caratlane celebrated its 7th anniversary by paying an ode to the

#WomenOfMettle.

#WomenOfMettle TWITTER ENGAGEMENT

The campaign trended right on top on Twitter.

MICRO-SITE

The microsite (7years.caratlane.com) featured informative statistics and nuggets

pertinent to women in India and a TwineSocialplugin that brought

together #WomenOfMettle posts from across Social Media.

#EverydayLove (TVCs)

1,761,268 Views 6,466 Views

#EverydayLove

OCCASION BASED POST

OFFER POSTS

VIDEO POSTS

COLLABORATION POSTS

#TWITTERTREND

PRINT MEDIA FEATURES

• Featured In Leading

Newspapers Including The

Hindu, Afternoon DC,

Economic Times.

• Also Featured In Top-selling

Magazines – Verve, Femina,

Vogue, Elle,etc.

BILLBOARDS

BLOG

• Discover The Jewelry That Is

Perfect For You.

• How To Care For Your

Engagement Ring.

• Bracelet Trends That Are A

Rage This Year.

• 5 Ways To Incorporate

Ethnic Earrings Into Your

Everyday Style.

• Red Carpet Ready.

INSTAGRAM STORIES

PRODUCT

SHOWCASE

ONLINE FEATURES

• Yahoo News India

• Business Insider

• Economic Times

• Money Control

• YourStory

• Indiainfoline.com

• Business Standard

• Afternoon DC

• Indiaretailer.co

AWARDS & RECOGNITION

• eRetailer Of The Year Award (2017)

• Best E-Commerce Growing

Business 2017 Award

• Listed as one of the “Top 20 Hottest

E-Commerce Sites In India” in a

Data Quest/ Sapient Nitro Study.

GOOGLE ADS

FACEBOOK ADS

NEWS FEED ADS & RIGHT

COLUMN ADS

REMARKETING

EMAIL STRATEGY

SEO AUDIT

SITE PERFORMANCE

ON-PAGE SEO

Title Tag & Meta Description Tag

ON-PAGE SEO

Header Tags

ON-PAGE SEO

Keywords Consistency

ON-PAGE SEO

Image ALT Tags

Suggested ALT Tags

Solitaire Diamond Rings, Gold Pendant, Diamond Studs

ON-PAGE SEO

OFF-PAGE SEO

Popularity & Authority

OFF-PAGE SEO

Popularity & Authority

SOURCE: SEMRUSH

OFF-PAGE SEO

SOURCE: MOZ.COM

OFF-PAGE SEO

Social Engagement

KEYWORD RANKING

Ranks 1st Organically For These Keywords

KEYWORD RANKING

Ranks 1st Organically For These Keywords:

• Cocktail Rings Online

• 24 Carat Gold Ring Price

• Engagement Rings Online

• Bracelets For Men

• Buy Couple Bands Online

• Solitaire Pendants Designs

• Gold Earrings Designs

• Mangalsutra Designs

• Jhumka Earrings Gold

• Platinum Wedding Rings Price In India

SOURCE: MOZ.COM

KEYWORD

TARGETING

Ranks on 6th Page

Ranks on 10th Page

Not found even on the

10th page of Google

Keywords Avg. Monthly Search Competition

Wedding Bands For Women 100-1k High

Halo Diamond Ring 10-100 High

Fashion Jewelry Stores 100-1k Medium

How To Clean Diamond At Home 10-100 Low

Sterling Silver Earrings Online 100-1k High

Buy Anniversary Gifts Online 10-100 High

Women’s Fashion Jewelry Online 10-100 High

Custom Pendants Online 10-100 High

Premium Corporate Gift Ideas 10-100 High

KEYWORD SUGGESTION

• Caratlane doesn’t turn up

for low search keywords

which could be worked on as

there can be an intent to buy

using these keywords.

• This in turn would enhance

sales.

KEYWORD SUGGESTION

Source: ranktrackr.com

COMPETITIVE

ANALYSIS

National Competitor International Competitor

FACTORS CARATLANE BLUESTONE BLUE NILE

1.6M followers 728k followers 1.8M followers

49.9k followers 11.1k followers 119k followers

3.9k followers 2.7k followers 18.6k followers

635 (videos) 1,751 subscribers 1,326 subscribers

491 followers 285 followers 97,380 followers

WEBSITERANK

GLOBAL: 40,489INDIA: 2,852

GLOBAL: 55,683INDIA: 4,387

GLOBAL: 20,313USA: 5,483

WEBSITELOADING SPEED

1.533 seconds 2.435 seconds 1.166 seconds

BOUNCE RATE 37.70% 40.10% 40.10%

DAILY PAGEVIEWS

4.48 4.31 4.26

AT A GLANCE

`SOURCE: ALEXA.COM

#BeLikeAlia

#ChooseYourTwinkle (TVCs)

5,727 Views 16,762 Views

#FindYourTwinkle

(Contest)

#ChooseYourTwinkle

(Contest)

CONTEST POSTS

WEEKLY HASHTAGS

Regular Engagement + Product Update

FESTIVE BASED

POSTS

#BlueNileMoms

PRODUCT POSTS

BLOG POSTS

CONTESTS &

GIVEAWAYS

BRAND

MOODBOARD

MUSEO SANS ROUNDED

MUSEO SANS ROUNDED

MUSEO SANS ROUNDED

Abcdefghijklmnopqrst

uvwxyz

KEYWORD RANKING (ANDROID)

Ranks 1st for these keywords:

buy jewelry, best jewellery app, gemstone jewellery, online indian

jewelery

KEYWORD RANKING (IPHONE)

Ranks 1st for these keywords:

gold jewelry, diamond jewellery

1 MONTH & 1 YEAR REVIEW (ANDROID)

1 MONTH & 1 YEAR REVIEW (APPLE)

APP RANK (ANDROID)

APP RANK (APPLE)

APP RANK (APPLE)

Just for showing it to KARAN. Not a part of the ppt.

Buyer Persona

•Name : Kaira Kapoor

•Age: 26 years

•Marital Status: Unmarried

•Location: Mumbai

•Income: 60,000/- per month

(Works as the Head of Strategy at a Reputed

company)

She is an independent woman & loves shopping

online. Has a special love for diamond rings.

•Regularly reads fashion & lifestyle blogs.

•Active on Facebook & follows jewelry pages on

Instagram.

•Also follows jewelry magazines to stay updated.

•Name: Aahana Chenoy

•Age: 48 years

•Marital Status: Married

•Location: Delhi

•Income: 3L – 8L per month

(Owns a renowned Fashion Boutique)

Has a daughter in early 20s. Regularly visits & conducts

exhibitions. Keeps herself updated with the latest trends. Is a

frequent fashion magazine buyer.

Frequent Traveler.

She prefers buying jewelry in stores.

Always yearns to have exclusive jewelry.

Active on Facebook & Instagram.

•Name: Pooja Joshi

•Age: 29 years

•Marital Status: Newly Engaged

•Location: Bangalore

•Income: 75,000/- per month

(Chartered Accountant)

•Holds a high position at the company

•Has to travel for work

•Engaged to a well-educated rich family

•Follows blogs related to jewelry & has a keen interest in reading

jewelry magazines.

•Name: Arun Nair

•Age: 36 years

•Marital Status: Married

•Location: Chennai

•Income: 2.5L per month

(Financial Advisor)

•Makes all the major decisions in the house.

•Frequently shops online for his wife & loves to surprise her with

unusual gifts.

•His wife has a thing for gold. She especially loves to wear

different designs of pendants.

Arun makes sure to gift her a piece of jewelry every month.

CONTENT BUCKET

How To

Festive Specific

Zodiac Specific

Collection Specific

Informative

Educative

Testimonial

Journey based

Creatives

Gifs

Videos

New Arrivals

Celebrity Post

Polls

Stories

Weekly Hashtags

Creatives

Gifs

Videos

Greetings

Offers/Sale

Contest

What’s Special

DIY’s

Creatives

Infographics

Videos

Latest Collection

Celebrity Trend

Fashion Trend

Jewelry Trend

Customer

Feedback

Employee

Feedback

Creatives

Gifs

Videos

Festive/Occasion

Anniversary

Offers

Campaigns

Surveys

Behind The

Scenes

Events

Testimonials

Journey

Celebration Post

Launch Post

Live Videos

Creatives

Infographics

Videos

Services

USP’s

Collaboration

Creatives

Video

1. PINTEREST

2. TWITTER

3. REVIEW - BASED WEBSITES

REVIEW - BASED WEBSITES

• TrustPilot

• TrustedCompany

• UserReviewed

4. E-MAGAZINES

E-MAGAZINES

5. JEWELLERY BLOGS

JEWELLERY BLOGS

• The Jewelry Loupe

• Gem Gossip

• Gem Obsessed

• Blingstation

• Jewelxy

6. JEWLERY CERTIFICATION WEBSITES

JEWLERY CERTIFICATION WEBSITES

7. APP REVIEWS

Email mktng

Greeting Email

Follow-up Email Discount Voucher

Countdown Email

Regular Updates Regular Updates

Engagement Email

More Updates

Engagement Email

If OPENED

If NOT OPENED

Sale Update

BLOG TOPICS

7 types of Jewelry

to give the perfect touch to your

everyday office look

• Talk about the monotonous office look.

• Tips on how to style the jewelry.

• Images of gorgeous earring options.

Affordable rings to gift yourself!

(Because you don’t need a man to

get you a Diamond! )

#GirlBoss

• Embracing independent Women.

• Affordable ring options to buy.

• Link to the Website.

5 ways to give the perfect

ethnic touch to your western

fashion!

• Connect to the audience who loves the indo-western style.

• Showcase celeb photos.

• Some more tips on Fusion wear.

Hack the bridal look of your

favorite Bollywood celeb &

rock the Shadi Season!

• Talk about the Shaadi Season.

• Different style ideas to dress up.

• Tips to match the perfect jewelry with the outfit.

Know which earrings suits you best

based on your face-cut!

• Talk about the confusion audience have while

selecting the jewelry.

• Talk about the different face-cuts.

• Inform how to match the jewelry with a particular

face-cut.

• Supporting the content with images.

INFLUENCERS

AASHNA SHROFF

Instagram: 421k Followers

YouTube: 88k Subscribers

INFLUENCER 1

• Talks about Beauty & Lifestyle.

• Loves everything related to Fashion &

Styling.

• Loves experimenting.

Commercials:

What We Want Them To Do: An Instagram Post

Wearing Our Collection.

MITALI &

SUMMIYYA


Blog: houseofmisu.wordpress.com

INFLUENCER 2

• Talks about Fashion/Lifestyle/

Beauty/Food/Travel

• Greatest loves- Fashion & Beauty.

• Blogs about diamond jewelry more.

Commercials: 20k – 30k per post

What We Want Them To Do: A Video Post

Unveiling The Latest Collection At Our Store.

SHEREEN


Founder Of “loveandotherbugs”

• Fashion & Travel Blogger.

• Loves travelling & exploring fashion.

• Also loves wearing & talking about Indian

clothes & jewellery.

INFLUENCER 3

Commercials:

What We Want Them To Do: A Video Post & A

Blog Post.

INFLUENCER 4


YouTube: 894K Subscribers

Website: popxo.com

• A digital platform only for GIRLS.

• Creates engaging content relating to

Fashion/Lifestyle/Beauty/ Relationships in

the form of articles & videos.

What We Want Them To Do: An Engaging

Video Showing How To Style Our Jewelleries

For Different Occasion.

INFLUENCER 5

Instagram: 62.5k Followers

YouTube: 1M Subscribers.

Website: glamrs.com

India’s largest & most advanced digital video

destination for Beauty, Style, Fitness, Nutrition

& Food.

What We Want Them To Do: An Engaging Video

Showing How To Style Our Jewelleries For Different

Occasion.

Let’s Say For Weddings/Festivals .

SOCIAL MEDIA

CAMPAIGNS

1. #HazaaronMeEk

#HazaaronMeEk

2. #WondersOfWomen

#WondersOfWomen

3 #StateYourStyle

#StateYourStyle

MEDIA PLANNING

80k Per Month 1.20k Per

Month

GOOGLE ADS

SEARCH AD 1

OBJECTIVE: Website Traffic

LOCATION: India

BID & BUDGET

KEYWORD & AD GROUPS

MOBILE

DESKTOP

AD COPY

SEARCH AD 2

OBJECTIVE: Website Traffic

LOCATION: India

BID & BUDGET

KEYWORD & AD GROUPS

MOBILE

DESKTOP

AD COPY

DISPLAY AD 1

BID & BUDGET

TARGETING

AD COPY

DISPLAY AD 2

BID & BUDGET

TARGETING

AD COPY & AD CREATIVES

FACEBOOK ADS

CAMAPIGN 1

Audience Targeting

Reach, Budget, Bid

AD COPY & CREATIVES

CAMAPIGN 2

Audience Targeting

Reach, Budget, Bid

AD COPY & CREATIVES

CAMAPIGN 3

Audience Targeting

Reach, Budget, Bid

AD COPY & CREATIVES

Digital Marketing Strategy for Carat Lane by Disha Shah and Divya Sakariya

Marketing

Transcript of Digital Marketing Strategy for Carat Lane by Disha Shah and Divya Sakariya