digital marketing for TV channel broadcaster
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Transcript of digital marketing for TV channel broadcaster
Show them Don’t tell them
IN TODAY’S
SCENARIO
Television is no more about
content in motion
Television is more about experiences in continuation
Because people are not just watching any more
They are
seeingbelievingfeelinglivingconversingexperiencing
The Shows/Series
The same phenomenon needs to continue..
And to be extended to SMM Campaigns
With a central thought for the audience to remain anchored to
#The Audience –or- #The Viewers
Are getting updated
Are getting informed
Are getting announced
About the Shows/Series
#The Audience –or- #The Viewers
Are being asked
Are being told
Are being invited
To watch out for
And then we come to BIG CBS LOVEWith a line-up of shows
en
gag
es
an
d
en
tert
ain
s
Every show has something to be remembered about:
Characters WinningSurprisesFriendshipGossipingDatingBondingLustThrillingNetworking
Stress of competition
Hu
mor
of
Hig
h-P
rofile
Suspense of #psyche
#dubstep Encounters
Confessions #crush
Every show has something to offer
First thrilling encounter
One naughty outing
Imagination of a surprise
Happiness of achieving
Suspense of psyche
Positivity of conversations
Momentum of mystery
Adventure of drama
Fondness of family
Complication of relationships
To be precise
BIG CBS LOVE
Creates Memories | Captures Moments
To unwind, to relax and to enjoy a footloose moment
Of feeling at ease and being oneWith an otherwise Busy SelfThat remains with you
excused
Sex &The City
90210
X Factor
dexter
Beauty &The Beast
Top Model
Doodles
cover pictures
Youtube Innovation
Launch Innovation
Fan ExclusiveAPP
Show TriviaAPP
Show reminderAPP
Share and win
tweetups
Organic push
Online - PR
instagramAPP
banner Innovation
Click here
Mobile app
BIG CBS LOVEIs the kind of channel that endeavors
To break away from a 30 sec promo to a more immersive story telling format
And being on your mind, with you and in your life
FOREVER & EVER
BIG CBS LOVE STAR WORLD ZEE CAFÉ HBO INDIA
Websites 1 1 1 1
Facebook YES YES YES YES
Twitter YES YES YES YES
YouTube YES YES YES YES
Wikipedia YES YES YES YES
Mobile Website NO NO NO NO
Facebook Likes
BIG CBS LOVE STAR WORLD ZEE CAFÉ HBO 0
500000
1000000
1500000
2000000
2500000
3000000
210746
1587029
762213
2394609
BIG CBS LOVE STAR WORLD ZEE CAFÉ HBO 0
20000
40000
60000
80000
100000
120000
13462
108013
7333
58339
Facebook Talking About
BIG CBS LOVE STAR WORLD ZEE CAFÉ HBO 0%
1%
2%
3%
4%
5%
6%
7%
8%
6%7%
1%
2%
Facebook to Talking About Ratio
BIG CBS LOVE STAR WORLD ZEE CAFÉ HBO 0
5000
10000
15000
20000
25000
30000
35000
40000
1310
33673
7597
18081
Twitter Followers
Pro
pose
d C
on
ten
t M
ark
eti
ng
m
atr
ix
KPI
Measure ReachAudience
EncourageAction incl lead generation
ConvertTo sale
Engage customers to retain and grow
Tracking metrics Unique visitors New visitors Visits Conversation volume
Online opportunity (lead) volume
Offline opportunity (lead) volume generated from online
Online sales volume Offline sales volume
generated from online
Email list quality Email engagement
quality Transactions
Performance drivers (diagnostics)
Share of audience Share of search Brand/direct visits
Page engagement rate (Bounce rate, duration)
Lead conversion rate by engagement tool
Conversion rate to sale Channel conversion rates Category conversion
rates
Active customers % (site and email active)
Active social followers Repeat conversion rate
Customer-centric KPIs
Cost per click and cost per sale
Brand awareness Conversation polarity
(sentiment)
Cost per lead Customer satisfaction
Average order value Cost per sale Customer satisfaction
Lifetime value Customer loyalty index Customer advocacy Products per customer
Business value KPIs
Audience share (owned media) or
Share of voice (earned media)
Goal value per visit Online lead contribution
(n,£, % of total)
Revenue per visit Online-originated
contribution to sales, revenue and product
Retained sales growth and volume
Revenue per channel and category