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Getting ROI From Digital Marketing - Digital Chai Pe Charcha in Mumbai
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Agenda Digital Chai Pe Carcha – Getting ROI out of Digital Marketing #DigitalCPC 7 th Jul, 2017
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Transcript of Getting ROI From Digital Marketing - Digital Chai Pe Charcha in Mumbai
Agenda
Digital Chai Pe Carcha – Getting ROI out of Digital Marketing
#DigitalCPC
7th Jul, 2017
Content Marketing – how should one approach it?
What’s 2022 going to look like
Content Marketing – how should one approach it?
What’s 2023 going to look like
Internet users in India
About 450 000 000
Facebook Users in India
197 000 00066% active daily
Indian Users on Whatsapp ?
200 000 000
Indian Users on Linkedin ?
42 000 000
Indian Users on Instagram ?
41 000 000
Putting India in perspective
Population: 1241m
TV: ~150m Households
Mobile: ~1000m
Internet: ~450m
Content Marketing – how should one approach it?Basics of Digital
Building Assets
Creating Content
Acquiring Users on a Shoe String Budget
Measuring Results
Content Marketing – how should one approach it?
Basics of Digital
So what is Digital Marketing?
Digital Marketing
Influencer
Marketing
Building
website
Making a
mobile
app
Search
marketing
Social
media
marketingE-mail
marketingDisplay
advertisement
Digital marketing channels
Know your Basics!
Owned Media
Paid Media
Earned Media
Earned media like content marketing has more sustained long-term impact
Source: NeilPatel
Content Marketing – how should one approach it?
Building Assets
Even today we are surprised at the number of businesses without a website
Key is to have great experience across devices
Right user experience – drive them to convert
Right Call to Action is required to make this work
Right user experience – drive them to convert
Content Marketing – how should one approach it?
Brand Website Vs Landing Page
Platforms to build quick websites
Landing Pages are more effective in driving Leads
Content Marketing – how should one approach it?
What if you don’t want to build a website?
Google Research shows that local informatiion
Google Research shows that local informatiion
Content Marketing – how should one approach it?
Content Creation
Key is to ensure that its non-promotional
Over 200 Factors go into SEO
Ideal approach to SEO: Great content & relevant backlinks
Speed is key – Accelerated Mobile Pages
Mobile First
Responsive Site
Speed & AMP
Be there in the
moment
95 million pages already on AMP
1 million content pieces analysed to reach the results of what gets shared most
Videos
Lists
How To
Why posts
Infographics
Research Reports
Surveys & Quizzes
360 Degree Content to make it more interesting
https://goo.gl/NvKUVM
https://goo.gl/hbdHKB
Resized to square to
increase visibi l i ty in feed
environment
Added supers to clearly
convey “easy debit card
replacement” message
without sound
Cut down from 15 to 12
seconds, focusing on
elements that highlight
brand offering
Moved initial brand mention
earlier
A D S N E E D T O B E O P T I M I S E D F O R T H E P L A T F O R M
44
LEGEND
Adds animated typography to your videos/statics. Shows you several ways your ad can look.
T O O L S T O C R E A T E V I D E O S
VIDLAB
VIDEO EDITING APPCreates a slideshow out of photos, allows you to play with the speed of slides, add text, graphics, music and voice overs.
30,000+ Shares 1.5 Million Views
~3000 Shares 1 Lakh Views
Videos in Regional Languages work far better than English content –
as it’s a new audience + lesser competition
List of Top Things – Get a lot more shareability
List of Top Things – Get a lot more shareability
Research Reports – Consulting firms do this very well
Home Care Guide by India Home Health Care
Home Care Guide by India Home Health Care
PETWISH CAMPAIGN - Dog Breeds & Lifestyle Campaigngarnered reach of over 1 lakh with ~43,000 shares
Content via Videos
https://goo.gl/j4jvS8
Engagement needs to be on non-branded content
Gifs & Animations are easy to create now
Content Marketing – how should one approach it?
Acquiring Users on a Shoe String Budget
Photos
Videos
Text
VR/AR
So many different ways to
communicate
Important to reach audiences via sequenced adverts
Discovery can happen even on Social Media
Lead Ads
Social media initiatives flow from your brand objectives
Visuals & Videos
Details of Product/Service, Price, Key Details for decision making
Call to Action (CTA), Offers
Experiment & Refine
Content Marketing – how should one approach it?
Measuring Results
Likes
Comments
Shares
Likes
Comments
Shares
Brand Awareness = Reach & Engagement
Leads
Sales
Metrics
Tangible
Intangible
Metrics that translate into immediate business results:
Leads Sales Registrations Traffic / App Downloads
Metrics that do not measure immediate business results:
Brand Awareness Customer Engagement Customer Satisfaction Brand Reputation
Metrics
O
B
J
E
C
T
I
V
E
M E T R I C S
Lead Generation or Online Sales
Brand Awareness
Leads/Enquiries Generated Revenue from Sales / Conversion % App Installs Website Traffic
Reach Impressions Mentions Social Engagement Comments/Shares ReTweets/Reposts Likes/Fans/Followers
Tools to Measure Metrics
Tools to Measure Metrics
For Offline Stores Google My Business can be key
Driving Directions to the Store
Calls from Digital
Online Offers redeemed at the
Store
% of customers who found the store via digital
Tools to Measure Metrics
Analytics
AwarenessConsideration &
EvaluationLead Conversion
Data Collection & Analysis
SEO
Customer Support
Influencer Outreach
Paid Search, Display & Remarketing
List Building
Monitoring
Lead Capturing
User Behaviour
A/B Testing
Analytics
Call Tracking
Adv. Conv. Tracking/Visitor Profi
CRM
Reporting
Comp. Tracking
Tag Management
Hundreds of Tools to help
Q&A
