Effective Digital Marketing to generate Business - CII MSME Conference
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Effective Digital Marketing to Generate Business CII MSME Conference 9 th Oct 2015
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Transcript of Effective Digital Marketing to generate Business - CII MSME Conference
Effective Digital Marketing to Generate Business
CII MSME Conference
9th Oct 2015
Population: 1241m
TV: ~150m Households
Mobile: ~886m
Internet: ~360m
Putting India in perspective – only 30% population online (36% penetration in urban & 6% in rural)
70% usage is via mobile + the internet speed is still very low
How are businesses & brands marketing via digital media?
What is digital marketing? Is it relevant more than ever before ?
Digital Marketing to
be Integrated
Social Media Marketing
Digital & Mobile
Advertising
Search Engine Optimisation
User friendly & Responsive
Website
What is digital marketing? Is it relevant more than ever before ?
User friendly & Responsive
Website
Website is the first step to your digital presence
Responsive website design is a must
Right user experience – make it easy for them to become customers
Right user experience – drive them to convert
Heatmap to understand user behavior on website homepage
What is digital marketing? Is it relevant more than ever before ?
Search Engine
Optimisation
Then you need to be searchable so that your business can be found
It can be complex but focus on the important things first
Search Engine Optimisation & Content is key
Organic Traffic &
Conversion Growth
Selection of Themes,
Keywords
Continuous On-page and Off-page SEO
Content Plan
Social Media + Ad Traffic + Website UX
• Address on-page issues • Continuous Off-page
Quality Link building
• Clear and differentiated content strategy to drive organic traffic
• Social Media: Driving Social Shares and Links/Mentions
• Driving quality inorganic traffic with high conversions has strong positive correlation with SEO traffic
• Keyword and Competitor Research to identify opportunities
Have useful content for your customers & you will rank better
Have useful content for your customers & you will rank better
How does Influencer marketing work?
Some recent influencer marketing campaigns
External Bloggers can be engaged to review the series to create virality External Bloggers can be engaged to review
Sample Review of Raintree Hotel Chennai
Sample Review of Gehna Jewellery Store in Chennai
What is digital marketing? Is it relevant more than ever before ?
Social Media Marketing
• Communicate the brand story and establish a connect with the target audience
Brand Story
• Develop content to create virality and social sharing
• Videos
• Images
• Blog Content
Content • Leverage the right social
media platforms
Social Network
• E.g. HospitalKhoj, Helping Doc, WhatClinic platforms where HealthCare companies can be listed
• MagicBricks etc
3rd Party Platforms
Social Media can be critical in brand building and visibility
Depending on the business different platforms need to be leveraged
Fun & Relevant content works best rather than just product
Fun & Relevant content works best rather than just product
Zomato does this very well
Lots of opportunities for Innovation in Social Media
On Twitter its about real time conversations
Run social media campaigns to engage with the user
#CutestCouple contest
In days leading up to Valentine’s Day
Special Feb Issue, we launched a nation
wide contest called the #CutestCouple
Contest.
We requested couples from around the
world to send in a picture that is quirky &
unique.
We in turn, uploaded the picture on a
single album and winners were selected
using a combination of number of likes
and uniqueness of the picture.
What is digital marketing? Is it relevant more than ever before ?
Digital & Mobile
Advertising
It’s a Google World
How does Retargetting work
A user visits your website and may or may not complete an action
Google/Adroll places
a “cookie” in this
user’s browser to
show they visited your
website
The user leaves your
website and navigates
through other websites
on the Display Network
The “cookie” triggers
your ad to show on
these sites. This gives
you another chance to
advertise to this user
Facebook can still be very effective
Use free Analytics tools to track
Who are they?
How are they
getting to your site?
What are they doing
once they get there?
When are they
visiting?
