Module 1 online marketing ratan kk_masterclass on online marketing

Mumbai

Mar 22, 2013

1 PM to 7 PM

© GutsGo eMarketing 1

Mumbai

Mar 22, 2013


• Module 1: How is ONLINE and Digital Channel impacting

businesses Today? Explaining through Cases.

• Module 2: Understanding the Customer Behaviour on the

internet. Explanation through Cases.

• Module 3: What are the things you can do take advantage of

Digital Channel? Talk about various eMarketing Tactics viz

Search, Social, Mobile, eMail et al.

• Module 4: What is your Online Strategy for your business?

Explain through LIVE Cases.

• Module 5: Developing Blue Print of YOUR Online Marketing

Strategy.


What is in Store in Master Class?











Strategy.


Esteemed Trainers @Master Class

RatanKK

5

© GutsGo eMarketing 5 www.gutsgo.com

RatanKK, Primary Tutor for GOMP

• Leads GutsGo's Marketing and

Operations.

• Lead Trainer & Consultant for GutsGo

eMarketing Training

• Lead eMarketing Trainer - NIIT

• Lead Trainer for eConsultancy, UK

• eMarketing Visiting Professor @ IIM,

Ahmedabad, 2011, 2012, 2013

• A Senior Mentor with Power Of Ideas

2012

• A Jury Member of India's Yahoo! Big

Idea Chair Awards 2012

• A seasoned Mentor of Mentor Edge,

Center for Innovation, Incubation and

Entrepreneurship (CIIE), at IIM

Ahmedabad.

• Visiting Professor @Great Lakes,

Chennai 2010 & 2011.











Strategy.



• Make Copious Notes

• Ask Questions & Participate in the Class

• Get to the Point, QUICK!

• Mobiles in Silent Mode.

• No IMs. No FB. Don’t get distracted, PLEASE!

• Soak in & Absorb.

• Continue the Conversations – Beyond Today


Some Agreements

Let’s Learn & Do It Better!

Let’s Be At It!


11


Business

Marketing

eMarketing

What is Business?


Business

Marketing

eMarketing

What is Marketing?


Business

Marketing

eMarketing

What is eMarketing?


Business, Marketing & eMarketing

Revenue – Cost = Profit



Establishing Customers Need or Want

Having a Market Ready Product / Service

Connecting with an Identified Customer

For Sales, Distribution & Advertising

In the Market Place against Competition


Who is Your Customer?

In Flesh & Blood

Emotions & Behaviors

Making their Life Better Today

Life Time Value



Any Marketing Online = eMarketing

eMarketing = Customer Centric++

Paid Search, SEO, Social Media, eMail


Why Customer Centric++?

Seamless Online Behavior Real time

Only way - Be Proactive to Engage

Each Engaging Tactic is a SILO



eMarketing Technology Landscape


The Classic Purchase Funnel

radio mags

newspapers

online ads outdoor

television

‘advertising’

social

media

bricks &

mortar

DM /

CRM

mobile

email

corporate

website

SEO

product

site(s)

campaign site(s)

video sharing social networks

blogs

forums personal pages

BOUGHT MEDIA

EARNED MEDIA

OWNED MEDIA All media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned Media

Typical corporate media spend Drives people to Owned Media

First-person commentary and content about the brand posted and shared across a variety of venues “Social Media” outlets also support both Bought Media (e.g., ad banners, sem/ppc, etc.) and Owned Media (e.g., widgets, apps, etc.)



Complexity in SMM Platforms


eMarketing Funnel – Not Correct!

Integrated eMarketing Funnel



Any Marketing Online = eMarketing

ONLINE in India


… Do eMarketing!


All Businesses Today Must…

• Understand Consumers Online Behaviors

• Integrate Online Media into Marketing

Strategies

• Develop Integrated Online Marketing

Strategies

• Understand various Online Marketing Tactics

• Implement Online Marketing Tactics

• Know Online Industry


All Businesses Today Must…


Developing a Marketing Plan



Business Specific

Product Specific

Customer Specific

Competition Specific


Porter’s 5 Forces


Humphrey’s SWOT Analysis

• There is a Business Offering catering to

– Consumer’s Need (Pain) – Ready Acceptance

– Consumers’ Wants (Pleasures) – Has Lead time


Marketing Strategies – for What?

• There is a Business Offering catering to

– Consumer’s Need (Pain) – Ready Acceptance

– Consumers’ Wants (Pleasures) – Has Lead time

• Objective for a Business

– Get a Paying Customer (More) & Keep her happy.

– Life Time Value of Customer(s)

– Profit = Revenue – Cost ( Revenue, Cost)


Marketing Strategies – for What?

• Understand ‘Connections’

• Understand ‘Conversations’

• Understand ‘Intents’

• Align efforts with Business Objectives

– Specific with Selling Process

– Go along with Buying Behaviour

– Build a Reputation

• Making everything ‘Customer Centric’


eMarketing = CC++

• Understand ‘Connections’ (Get Connected!)

• Understand ‘Conversations’ (Be Part of it!)

• Understand ‘Intents’ (Thiers & Align Yours!)

• Align efforts with Business Objectives

– Specific with Selling Process (Sales & More Sales)

– Go along with Buying Behaviour (Up & Cross Sell)

– Build a Reputation (Others Speaking About U!)

• Making everything ‘Customer Centric’


eMarketing Drives Biz Transaction


Marketing Plan starts with…

Ask what is the problem that I am trying to solve?

Always!

Business Problem

Marketing Strategy & Plan Other Departments

Business Problem

Marketing Strategy & Plan

Advertising &

Communication Operations



Sales Distribution

Other Departments

Fin / HR / IT /

Admin

Marketing not aligned with a Business

Objective is WASTE of efforts & Every thing else

Business / Marketing Problem


Advertising &


Online Offline



Sales Distribution

Other Departments

Fin / HR / IT /

Admin

Online Campaigns

Integrated eMarketing Strategy

Website

Strategy

Email

Mobile Banner SMM PPC SE0

Web

Analytics

Measure, Analyze, Optimize


Developing an eMarketing Plan

How is ROI of each Tactic?


ROI of Social Media will seep into…



Big Bet on eMarketing…

eMarketing is a Game Changer for Business!

Tactic Out Come

Website Customer Engagement

SEO Customer Acquisition & Retention

PPC Acquisition & Retention

Social Media Branding, Participation & Engagement

Banner Branding & Acquisition

Content Marketing Branding & Acquisition

Email & Mobile Customer Retention & Acquisition

Affiliate Sales & Branding

ORM Customer Retention, Branding & Participation

Web Analytics Intelligence on Customer ‘touch points’


eMarketing Tactics & Outcome

Q & A

Let’s Be At It!

Let’s Learn & Do It Better!


Module 1 online marketing ratan kk_masterclass on online marketing

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