Digital Marketing Demystified

DIGITAL
MARKETING
DE-MYSTIFIED
ABHISHEK RUNGTA
FOUNDER & CEO – INDUS NET TECHNOLOGIES
27TH AUGUST 2014, RESIDENCY TOWERS, CHENNAI

WHY THIS WORKSHOP?
o For CXOs & Senior Managers
o To help you put an integrated digital strategy
o Which is aligned with your overall marketing strategy

OBJECTIVES
o Why Digital?
o Marketing First!
o Putting the Strategy together
o Elements of Digital..
o Measuring the Results
o Lets take some Inspiration
o Future of Digital
o Q & A
What’s your objective today?
Lets Do!

bigger engaging measurable
WHY DIGITAL? BETTER ROI

DIGITAL IS BIG
o 1/4th of the Global Marketing
Spend. In $$$ terms, it is
~$135bn out of ~$576bn
(23.4% to be precise) for
2014
o Has overtaken traditional
media channels in developed
economies like USA and
Western Europe.
Lets Do!

DIGITAL IS INTERACTIVE
o User takes an active role
o The system takes input or
feedback from the user and
hence offers greater degree
of engagement
o On-demand content,
possibility of data capture,
gives insight into customer
behavior
o Allows conversations
between users

DIGITAL IS FASTER
o Instant
o Contextual
o Rapid-fire A/B testing
o 24/7 in nature
o Intrusive (on all three
screens)

DIGITAL IS CHEAPER
o Low cost of outreach due to lack
of physical distribution
o Extreme level of segmentation is
possible, hence low waste

DIGITAL IS ENGAGING
o Engages more senses
o Interactivity creates deeper connect
o At arms length at all times
o A study by Kleiner Perkins Caufield
and Byers found the average user
checks their phone nearer to 150
times per day.

DIGITAL IS MEASURABLE
o Each activity can be tracked
precisely, and hence the footprints
are available, making the results
measurable
o Enables marketing automation
o Can establish clear ROI
o Big Data Analytics will give further
insights into customer behavior.
o What gets measured, gets improved
or corrected.

WHAT IS BEING INVESTED IN?
o Research
o Identification of needs, wants and priorities
o Market feedback – own as well as competitor!
o Customer servicing & relationship management
o Co-creation / Crowd-sourcing
o Branding
o Demand generation
o Demand fulfillment
o E-commerce
o Lead Generation
Lets Do!

MARKETING FIRST!
Digital is just a medium. Fundamentals make it work.
o Research, i.e. listening – identify opportunity!
o Marketing strategy
o segmentation +
o positioning +
o differentiation
o Communication
o Execution
o Delivering the experience
o Analytics

MARKETING STRATEGY
Whom am I selling? How am I perceived? Why will he buy from me?
You need one or more of them, as the market matures!

WHOM AM I SELLING?
• Who is my target customer?
Business (B2B), Individual (B2C),
Government (B2G), Partner (Channel)
• Where is my market?
Local, City, State, Country, Global
• Is this market stable?
Will it exist after X years?
• Is this market seasonal?
• Have I done the right segmentation?
Few questions.
• Is this market segment right
sized? Too small? Too big?
• Is this homogenous or
heterogeneous?
Lets Do!

AND THE HUMANS @ MARKET
• Who makes decision? Who influences? Who
pays?
• Do you have their personas (age, gender,
ethnicity, roles, designation, interests,
activities)?
• Where do they hang around? What are their
likes, opinions, reference publications,
conferences, events?
• Are they geeky? What are their values,
personality, attitude?
• What are their challenges and motivation?
• What is the decision making cycle? How long is
the sales cycle? When does the buying cycle
start?
• Who are your early adopters?
Lets Do!

HOW AM I PERCEIVED?
o Solve unique problems
o Benefits, Delivery and Distribution, Speed, Budgetary
Constrain, Servicing, Emotions (e.g. GNH of Bhutan), etc.
o Create unique perception
o Self-image enhancement, Ego identification
(Luxury products like Jaguar, Mont Blanc, Tiffany)
o Belongingness and social meaningfulness
(Usually due to association with a broader social objective)
o Experiential
(The Pizza Hut dance!)
Remember: Promises need to be kept!Lets Do!

WHY WILL HE BUY FROM ME
The major sources of product differentiation are as follows:
o Differences In quality
o Difference in price
o Differences in functional features or design,
o Differences in availability (e.g. timing and location)
o Communication of the obvious
o Open to innovation..
Lets Do!

Marketing
Marketing
Sales
Sales
Traditional Marketing
Funnel
Digital Marketing
Funnel
In digital world, marketing dominates.Lets Do!

THE PROBLEM IS..
The percentage of conversion from
Visitor, to engaged user to
customer
equals
1%-5%
The problem is that we are in too much of a hurry. We want to run through
the channel instantly.

SMALL MOVEMENTS
Most Desired Action
- Lead
- Sale
- Subscribe to list
- Social Engagement
Path of least resistance
- Information
- Research
- Ideas
- Help!
CONNECT CONVERT
Lets Do!

THE KEY IS TO…
 Move a user through this funnel as smoothly as possible
 Have maximum completion
 Have minimum drops
How?
o Right choice and combination of techniques (aligned as per
user behavior)
o Correct distribution of budget (through length – marketing
cycle, and breadth – across phases)

Reach
Connect
Engage
Convert
Web
?
?
?
?
Mobile
?
?
?
?
Social
?
?
?
?
OUR SOLUTION MATRIX!
Note:
Engage =
Consideration,
Intent, Evaluation
Lets Do!

WEBSITE
o It’s your home! Right info
architecture.
o Technically Correct (Validated)
o Fast loading (caching, CDN), Simple
and easy navigation
o Use standard Content Management
Systems
o Concise, crisp and persuasive
content with “Call to Action”
o Make it for users and not for yourself
o Integrate with all other channels
o Build trust. Ensure security
o User friendly and accessible
o Be Responsive!
o Built-in SEO and analytics

MICRO-SITE
o Specific purpose mini-site
o May be temporary in nature
o May not have relevance to the central theme of the website
o Can be done to promote an event, idea or product
o Handles heterogeneity in marketing and hence
experimentation
o Enables focused path
o Cleaner look
o Effective branding
o Faster Development
o Cheaper Extension

LANDING PAGE
o Remove main navigation
o Consistent messaging
o Keep it crisp. Show benefits
o Short form. No “submit”
o Reduce Anxiety. Give Proof
o Enable social sharing

MOBILE WEBSITE
o Responsive vs. Mobile
website
o Shorter attention span
o Mobile landing pages
o Need to be crispier  -
Adapt content.
o Keep it short
o Capture user data
o Use Video!
o Test for compatibility

CONV. RATE OPTIMIZATION
o Run A/A test before A/ test
o Deep dive into analytics. Identify
friction
o See the user journey – get heat maps
done
o Get into user’s mind
o Hypothesize. Then test
o Start with low hanging fruits
o Optimize giveaways, benefit
statements
o Test everything – visuals, colors,
message, size

MOBILE APP
o Info that your users need on the
move!
o How can it make their life simpler?
o Show the benefit. If you do not see
one, build a benefit.
o Is it interactive?
o Can it save me from the dreaded
phone queues
o It can be your way to his heart and
mind (..through Eyes!)

BEFORE WE JUMP..
Effectiveness (potential sales volume)
Investment(resourceneeded)
SEO
Long Tail
AdWords
Remarketing
Facebook
custom audiences
AdWords
Generic
Social
amplification
Media related
PR
Influencer
PR Integrated
content
campaigns
Blog
marketing
Sponsored
Tweets
Instagram
FBX
Retargeting
Facebook
Promoted Posts
LinkedIn
Promoted Posts
Tip: Review Display Network and
Remarketing options
AdWords
Tail
AdWords
PLA
AdWords
Mobile
(Enhanced campaigns)
SEO
Generic

SEARCH MARKETING – BEING FOUND

SEARCH MARKETING
o First thing first – this marketing only
helps if “your target group is
searching” for what you offer.
o People have higher intent of
buying, interacting
o Will connect you to the target group
o Results show when people search
for a given key-phrase.
o Results are organic or paid.
o Organic:
as per search engine algorithm
o Paid:
as per your bid
Organic listing
( Free)
Paid ad
(Text)

SEARCH MARKETING
o Focus on the right key phrases
o Do they show the right intent? Which phase is the user in?
o Do the key phrase has decent volume?
o Does the given key phrase give you conversion?
o Lay your path to appear in blended search and universal results
o Be present in search index, local search, news, video, image
o Expensive, but profitable key-phrases goes for organic search
engine optimization. Identify value using paid-search.
o Focus on ad-copy, title, description as they generate the CTR
o Problem: Average MDA conversion rates are 2-3%.
97% people do not do what you want. This is why you need to
have solid social, content marketing strategy in place!

ORGANIC SEARCH
o Ranking does not matter
o Link building is still relevant.
Authority matters.
o Have quality and relevant content
o Build fast, technically perfect site
o Mobile version helps
o Get Citations
o G+ matters ;)
o Use Google Webmaster Tool
SEO Advantage
o Generates non-paid traffic
o Has long-term ROI
o Has residual benefit
o High level of trust
SEO Limitation
o Non-predictable
o Takes time

PAID SEARCH
o Right key-phrase, related advert,
right landing page combination is the
key
o Long tail offers value for money, but
short tail will give you volumes!
o Can be converted to a CPA formula,
hence brings predictability
o Re-targeting can create great value
o You are in control – messaging,
audience demographics, time,
volume
o Brand keywords help you protect
your brand
Paid Search Advantage
o Predictability
o Immediate gratification
o Offers greater level of
control
o Can be useful in brand
protection
Paid Search Limitation
o Expensive

SOCIAL MEDIA MARKETING
o User acquisition for long funnel marketing
o Keeping in touch and engage the audience
o Online PR and Outreach
o Credibility and Personality OVER Offer / Deal
o Be Relevant and Real
o Use the Right Channels: Facebook, Twitter, YouTube, LinkedIn,
Pinterest, Instagram, WhatsApp
o Execution Notes:
o Not a direct sales media
o Important to be value creator
o Critical to be “the reference material”

Context
Objectives,
metrics,
workflow
Content
Interesting,
Relevant
Discussion
Track and talk
Campaign
Specific burst
Community
Influencers
Evangelists
THE EXECUTION PLAN

CONTENT IS THE KING
Liking
Sharing
Advocacy
Engaging
Interesting
Knowledge
Emotional
Fun, Connect
Brand
Reflection of
brand, Social
Objective

EMAIL MARKETING
o Highest ROI
o Direct into the mailbox – highest attention span
o Keeps you in regular touch with your users / clients
o Brings the user back to your website / online properties
o Execution Notes:
o Do not spam
o Design newsletters nicely
o Deliverability is the key (due to filters!)
o Keep proof of opt-in / relationship (audit!)
o WIIFM

WHY CONTENT MARKETING
o Establishes you as thought leader
o Subtly and gradually changes audience thought process. Therefore
putting the right content calendar and plan is crucial.
o User acquisition for long funnel marketing
o Keeping in touch and engage the audience
o It can be your way to your customer’s heart and mind (..through
Eyes!)
o Use the Right Channels to Spread: Post, Events, Email, Facebook,
Twitter, YouTube, LinkedIn, Pinterest, Instagram, WhatsApp

QUALITY OF CONTENT
Consumption
Absorption
Actionable

EXECUTION TIPS
o Quality and not quantity is the key. But need enough quantity to stay
ALIVE in people’s mind and heart
o Credibility and Personality OVER Offer / Deal
o Be Relevant and Real
o Important to be value creator
o Critical to be “the reference material”
o How? ….

DISPLAY MARKETING
o Gets you new users
o Visual, Attractive and Interactive
o Gets the brand out in the market
o However, expensive!
o Execution Notes:
o Choose the right sites to run the campaigns
o Keep the Most desired action = Low resistance action
o Do Re-targeting

AFFILIATE MARKETING
o One of the best ROI
o Pay only for results and not for display or visitors
o FREE branding and visitors
o On the rise – Email Affiliate Marketing
o Execution Notes:
o Does not work for all products / services
o Partner recruitment is key
o Relationship management is critical / time taking

FEW MORE POINTS!
o People buy, we do not sell.
o They want their needs fulfilled, not yours!
o They buy when they are ready, are you visible?
o How are you building the relationship? How many times are you
touching upon your prospects every month? How many times through
digital channels? Are you using marketing automation?

MEASURING THE RESULTS
o What is our Most Desired Action? What were the targets?
o Sale?
o Lead?
o Download?
o Engagement?
o And the Metrics?
o Cost of sale / lead
o Pipeline
o Level of engagement / brand advocacy / word of mouth
o Recall / brand awareness
o Define – How would you measure them? Did you had the
baseline?

FUTURE OF DIGITAL
o Video
o As TV and Internet converges, Video will become more and more
important.
o Mobile
o It has almost become the first screen now, surpassing PC and
now heading close to TV.
o Experiences, Engagement and Word of Mouth
o Internet of Things (May be! – think of smart refrigerators)

CASE STUDY CHECKLIST & Q/A
o Enterprise Software – Small TG / High Value
o Tax Filing – Large TG / Small Value
o Insurance – ‘I love my family’ campaign
o Host Gator – Total Lifetime Value of client
o Online Retail – Retargeting and Social boosts sale by 50% in 6 months
o Small Business Consulting – Alert App
Question & Answers!

CONTACT INFO
Abhishek Rungta
Indus Net Technologies
Module 532, Fourth Floor, SDF Building, Sector V, Salt Lake
Kolkata 700091, West Bengal, INDIA
talash@indusnet.co.in
www.abhishekrungta.com
Twitter: @abhishekrungta
FB: /abhishekrungta
LinkedIn: www.linkedin.com/in/abhishekrungta
Mobile & SMS: +91 9831151614

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