Technology for Effective Marketing

for the Real Estate Industry

What is “Marketing Success”

Understand marketing’s contribution to business goals, or how those contributions can be improved

Factor in the strategic intent of all marketing investments

Changing landscape

Site visit

Awareness & Discovery

email & SMS

nurturing

engagement via social

media

Site visit

BlogsVideo

Search

Display Ad

Outdoor

Social Media

Portal

Review sites

PrintRadio

Callsweb

enquiries

live chat Comment

on FB

SMS via channel partner

Email

via portal

Short code

Outdoor Portal Print

Calls web enquiries

via channel partner

Communication channels

Sales & Nurturing

Closure

• Marketing has become Multi channel • 6+ interactions before enquiry • Social discovery • Average attention span is reduced

• Multiple ways to reach you • Difficult to track every medium

• More information seeking • Expects content for decision making • More competition

• Closure for NRI clients • Online bookings

What metrics to use? How to measure success?

REACH

Cost per impression Click through rate Time on site Bounce rate

Direct traffic Social mentions Branded keywords search

ENGAGEMENT

Online referrals Social actions: Like, share, etc Engagement / Commenting Reach achieved

Positive sentiment Lifetime value of customer More people talking about brand

DIRECT RESPONSE

MROI: Revenue / Cost

Cost per click Cost per website visit Cost per qualified lead

Cost per site visit Cost per sale

Marketing

Sales

measurement metrics

success metrics

Lead Capture Analytics platform Automation

Lead nurturing Campaign automation

Recommendation engine Assisted buying platform

Visibility into customer journey Sales & Marketing analytics

Social monitoring A/B Testing

Engagement Analytics

Form Live Chat

Phone Calls SMS

Portals Facebook

Channel partners

How to accurately track your ROI

Nest Fest - Technology enabled campaign• Kolte-Patil’s 15 Projects across Pune’s micro markets on offer. 15 days

of online fest followed by a 3 day offline expo

• Limited Period Deals with bank tie ups & Online Payment option

• Massive Campaign : 2 Cr Online Spend with 30,000 Leads in 15 days

• Daily website traffic - 15,000

• Challenge : How to monitor / track massive lead flow & still deliver a good experience from the Sales Team

Nest Fest - Technology enabled campaign• Segment leads in real time and intelligent responders over Email / SMS

• Assisted Buying Platform

• Website Analytics & Visitor analytics tied with pre-sales / sales team

• Lead Nurturing & Lead Scoring

• Intelligent Live Chat with dedicated chat support for Online Payment Visitors

• Cart abandonment integrated with automated outbound calling

• Outbound dialler and automated voice blasts

• Offline Marketing Integrations with Sell.Do for end to end tracking of leads

• Lead Segmentation: Priority Call Back to highly engaged visitors

• Automated summary reports and real time insights for campaign performance visibility

Auto Lead captureEnsure all your digital sources are captured Calls (inbound and outbound) all monitored and an outcome attributed to them Leads from offline sources must also flow into the lead management system

Track marketing metrics - from impressions to enquiryMeasure every campaign Tag input sources including the actual referral website (ad placement)

Sales & marketing automationAutomate your engagement with customers - relevant content based on their sales pipeline status Improved re targeting campaigns to bring lost customers back

Built in communication platformImplement proxied communication Eliminate the need to use any other communication medium

Key take awayspowered by

Future of marketing & Advertising

An Industry First

Sell.Do - Advertising automation

Current pain points with running a large digital campaign

• Multiple ad platforms

• Analytics, Advertising data, Reporting platform, sales knowledge are all available in silos

• Need to check multiple softwares to analyse and optimise campaigns - no single dashboard or insights.

• Advertising platforms are agnostic to industries or verticals and don't understand buyer intent

• Tracking requires a lot of technology implementation (pixel tracking)

• Single dashboard to measure all your campaigns, sources, channels. • Track key metrics all in real time - club your marketing and sales data.

• Cost per click, cost per lead • Cost per qualified lead, cost per site visit, cost per booking

• Automated Search + Facebook campaign setup • Continuous data collection for advertising and sales data • Automated analytics & predictive algorithms - running every hour • Optimisation engine based on campaign objective - Outreach, Leads, Qualified leads, Actual Sale • Learning algorithm to predict and modify ad content that suites better engagement and CTR • Algorithm to alter user flow on website • Advertising level A/B testing - test different ad creatives, different targeting campaigns • Intelligent bots to interact with customers on websites

– Ketan Sabnis

ketan@amuratech.com | +91 9552523663

Thank you