Digital Marketing - Startegies for Startups - HEMANT SORENG, May 10th 2014@Lounge47
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Transcript of Digital Marketing - Startegies for Startups - HEMANT SORENG, May 10th 2014@Lounge47
+ Q1: WHAT IS YOUR MARKETING OBJECTIVE? Q2: WHAT IS THE MOST IMPORTANT OBJECTIVE OF YOUR DIGITAL MARKETING PROGRAM?
+ Q3: IS YOUR CONSUMER/CUSTOMER ONLINE?
a consumer who has evolved with technology & time
’91 ‘94 ’95 ’96 ’98 ’00 ’01 ’03 ’04 ’05 ’06 ’07 ’10 ‘14
Web evolution
Usage ecommerce
search
social media
Time spent –
2.7 hrs/wk (US)
Time spent
3 hrs/wk
Time spent – 18+ hrs/wk (US) India – 12.9 hrs/
wk
Less than 10 connections
in India
Internet Population
India – 9 mn
Internet Population
India – 32 mn
Internet Population
Globally – 3 bn India – 210 mn
Mobile Phones
India – 1 BN +
+Q4: ARE THEY ACTIVE?
+ they are present at and interact with multiple digital channels
websites, microsites, landing pages search engines display ads – banners, rich media & video email
mobile social media
word of mouth, virals online events
emerging media & technology
+DEVELOP A PROGRAM
1. Set Goals
2. Define Metrics & KPIs
3. Set Targets
4. Select Channels (based on audience and budget)
5. Choose Media, Develop Creative and Deploy Technology
6. Measure, Optimize and re-incorporate
7. Use best practices and learning
+
Stage Metrics KPIs
Overall Overall (adjusted) 20 k – 23 k
Awareness
Clicks 26,761,905 19,430,476 11,041,120
CPC 15 15 15
Cost 401,428,571 291,457,143 165,616,798
Clicks to Visits Rate 75% 75% 75%
Page Views 40,142,857 29,145,714 16,561,680
Avg. Page Views/Visit 2 2 2
Visits 20,071,429 14,572,857 8,280,840
Consideration & Preference
Carts 662,357 480,904 418,843
Cart Abandonement Rate 96.7% 96.7% 94.9%
Purchase
Units Sold 56,200 40,804 41,570
No. of Orders 56,200 40,804 40,307
Conversion Rate 0.28% 0.28% 0.49%
Revenue 1,200,347,707 871,512,239 871,512,239
AOR 21,359 21,359 21,622
Avg. Order Size 1.00 1.00 1.03
TARGET SETTING
+SOME CASE STUDIES
+
! The Firefish Software is a recruitment software company started in 2010 and it is based in UK.
! Problem: ! Tough competition ! Traditional marketing channels expensive and not performing
! Solution: ! Inbound marketing – Social Media (Twitter, Facebook, LinkedIn, Website/blog) - Content development – whitepapers, webinars, blogs, video
presentation, e-brochure etc. - Focus on creative and inbound campaigns for lead generation, lead
nurturing and lead conversion ! Events: Reduced physical participation only virtual.
+
! Result: ! More than 300% increase in website traffic.
! 190% increase in number of leads, including higher number of leads potential for conversion.
! Achieved more than 200% sales over the years.
+@coffeegroundz: Strengthening the bond with customers
! JR. Cohen, the GM started using Twitter in October 2008 at the prompting of a CoffeeGroundz angel investor.
! Growth in followers was slow and organic, but the connections with followers were strong.
! He would ask his followers from Houston to "come into the store and ask for J.R." J.R. then seized the opportunity to meet with each and every patron who asked for him by name, strengthening his bond with his followers.
! To J.R. and his customers "this is what social media is meant to be."
+Using the program to generate leads/sales
! Bookmytrainings.com is a marketplace to provide one-stop shop for trainings.
! A structured digital marketing program was developed, where primarily SEO, PPC (adwords), Email, Website Optimizations
! Result: Before After 6 months ! Revenues X 6X
! Leads Y 5Y
! Traffic Z 8Z
+GROUND RULES
+GROUND RULES
! THERE ARE NO RULES
! IT IS NOT ROCKET SCIENCE
! DISCIPLINE
! METRICS AND MEASUREMENT
! INTEGRATED. CROSS MEDIA. CROSS CHANNEL
! SOCIAL MEDIA IS NOT FACEBOOK. AND IT SHOULD BE PART OF YOUR STRATEGY AND NOT THE STRATEGY
! EXPERIMENT. EXPERIMENT. EXPERIMENT.
! BE AT YOUR DISRUPTIVE BEST
