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Digital MarketingDigital Marketing
Friday, February 20, 2015 1
Atanu Ghosh
Founder and CEO
BlueBeaks
Its #WorldCup Time Every Second!
Friday, February 20, 2015 2
#WorldCup:
What does it mean to Marketers?
• Nike Ad in YouTube featuring Christian Ronaldo reached it 26 million followers in a matter of days resulting in
72 million views
• How many days it would have taken the ad to reach same number through traditional media?
• Nike’s competitor Adidas spent 20% of its ad budget in digital media in FIFA World Cup 2010. This year
Adidas is reported to be spending 50% online, more than that on television
• Tim Ramsden, Global Brand Director of Adidas, says FIFA World Cup 2014 will be “the most social
World Cup ever and probably the most social event in history”
• Facebook reported that the opening match generated 58 million comments and more than 140 million• Facebook reported that the opening match generated 58 million comments and more than 140 million
interactions!
• Facebook has created a dedicated hub for the event (https://www.facebook.com/worldcup)
• Facebook estimates that 500 million of its 1.28 billion users are soccer fans, including 110 million men
aged 13 – 34 in big markets, a demographics coveted by advertisers
• 37% of these soccer fans worldwide said that they interacted with a mobile ad daily
• FIFA World Cup ads have thus far attracted 6.9 million shares across social media
• Wall Street says “Twitter is the 33rd team in FIFA World Cup”
• Bloomberg reports that there has been more tweets in FIFA World Cup 2014 before the ball kicked off
than tweets for the entire tournament in 2010
Friday, February 20, 2015 3
Today’s Schedule
Time Topic Facilitator
9:30 am – 9:45 am Registration and Introduction
9:45 am – 10:45 am Introduction to Digital Marketing
• Definition
• Advantages of Digital Media over Traditional
• Industry Outlook
• Overview of Digital Marketing Tools and Techniques
• Digital Marketing Strategy Framework
Atanu Ghosh
10:45 am – 11:45 Media Metamorphosis: From Inn Signs to I-Phones Sandip Chaudhuri
Friday, February 20, 2015
10:45 am – 11:45
am
Media Metamorphosis: From Inn Signs to I-Phones Sandip Chaudhuri
11:45 am – 12 noon Tea Break
12 noon – 1 pm Digital Marketing Deep Dive
• Search Engine Optimisation (SEO)
• Search Engine Marketing (SEM)
• Online Display Advertisement
• Demand and Supply Side Platforms
• Retargeting
• Email Marketing
Atanu Ghosh
1 pm – 1:30 pm Lunch Break
4
Today’s Schedule
Time Topic Facilitator
1:30 pm – 2:30 pm Digital Marketing Deep Dive: Social Media Marketing
• How Social Media Marketing is Different
• Social Media Landscape Today, Selecting the Right
Social Media
• Digital Marketing using Facebook
• Real Life Case Studies
Atanu Ghosh
2:30 pm – 3 pm Digital Marketing Deep Dive: Mobile Marketing
• Importance and Relevance of Mobile Marketing
Atanu Ghosh
Friday, February 20, 2015
• Importance and Relevance of Mobile Marketing
• Mobile Marketing Strategy and Tools
3 pm – 4 pm Real Life Case Studies from Industry on Digital
Marketing
Mehul Brahma,
Aditya Parashar
4 pm – 4:15 pm Tea Break
4:15 pm – 5 pm Digital Marketing: The Right Marketing Tool for Start-
ups and Conventional Business
Chetan Dikshit
5 pm – 5:45 pm Outlining a Digital Marketing Strategy for your
Industry/ Organisation: Breakout Session
Atanu Ghosh
5:45 pm – 6 pm Wrap-up and Feedback Atanu Ghosh
5
Takeaway from this Workshop
• Understand the potential of “new age” digital
media as a marketing tool
• Get an overview of the various tools in digital
media
• Understand why a “digital marketing strategy” is
important for an organisation and frameworks
that can be used for drawing a digital marketing
Friday, February 20, 2015
that can be used for drawing a digital marketing
strategy for an organisation
• This Workshop is NOT, however, intended to
make you an “expert” in digital marketing
Some Ground Rules
• Engage, participate, enlighten, ask questions!
• In case you missed it, there is a “Silent” option in your mobile phone!
• We have planned for one lunch and two tea breaks. We think that would give us sufficient time to unwind!
• We have not organised for beds and pillows! Unfortunately we will not be able to provide you with a
comfortable sleeping experience!
6
Digital Marketing:Digital Marketing:
Marketing in Digital Age
Friday, February 20, 2015
Atanu Ghosh
Founder and CEO
BlueBeaks
7
Marketing in Digital Age
Friday, February 20, 2015 8
Marketing was ...
Outbound
Friday, February 20, 2015 9
Marketing was ...
Conspicuous
Friday, February 20, 2015 10
Marketing was ...
Unsolicited
Friday, February 20, 2015 11
Marketing was ...
Done by Salesmen
Friday, February 20, 2015 12
Marketing was ...
Intermediary Dominated
Friday, February 20, 2015 13
Marketing was ...
Difficult to Target
Friday, February 20, 2015 14
Marketing was ...
Limited in Reach
Friday, February 20, 2015 15
Marketing was ...
Expensive
Friday, February 20, 2015 16
Marketing was ...
Difficult to Measure
Friday, February 20, 2015 17
Marketing was ...
Like This When ...
“Facebook didn’t exist; Twitter was a sound; the Cloud was in“Facebook didn’t exist; Twitter was a sound; the Cloud was in
the sky; 4G was a parking space; LinkedIn was a prison;
Applications were what we sent to college; and Skype for
most people was a typo. All of that changed in last six years.”
Thomas Friedman
Friday, February 20, 2015 18
When “Digital” Disrupted It!...
Digital Marketing
Friday, February 20, 2015 19
What Is “Digital Marketing”?
Digital marketing is a marketing process which
leads to the development and growth of the
business of any organization or brand by using
a variety of digital channels such as websites,a variety of digital channels such as websites,
email, search engines, social networks, mobile
platforms, e-commerce, etc.
Friday, February 20, 2015 20
Digital Marketing =
Inbound Marketing?
Friday, February 20, 2015 21
Digital Marketing =
Inbound Marketing?
Friday, February 20, 2015 22
The “Digital Disruption” in Marketing
Outbound
Inbound Conspicuous
Subtle
Unsolicited
Be
“Found”
Done by
salesmen
Done by “All”:
Customers,
Community,
Patrons
Friday, February 20, 2015 23
The “Digital Disruption” in Marketing
Intermediary
Dominated
Dis-
intermediated Difficult to
Target
Targeted
Limited
Reach
Viral
Reach Expensive Frugal
Difficult to
Measure
Measurable
Friday, February 20, 2015 24
“Damn lies” that are true now! ...
Friday, February 20, 2015 25
“Damn lies” that are true now! ...
Friday, February 20, 2015 26
“Damn lies” that are true now! ...
Friday, February 20, 2015 27
“Damn lies” that are true now ...
Friday, February 20, 2015 28
Transformation of “IT”...
Computation
Machine
Consumer
Product
Friday, February 20, 2015
Business
Process
Automation
Tool
Medium of
Edutainment
29
Role of IT in Marketing...
Transformation
in Traditional
Marketing
Digital
Friday, February 20, 2015
Transformation
in IT
Digital
Marketing
30
“Chief Marketing Technologist”...
Friday, February 20, 2015
Gartner says 70% of the companies today have now a new role named as
“Chief Marketing Technologist”, a profession that did not exist even a few
years back
31
“We are still in the process of picking ourselves off the floor
after witnessing first hand the fact that a 16-year-old
YouTuber can deliver us 3 times the traffic in a couple of daysYouTuber can deliver us 3 times the traffic in a couple of days
that some excellent traditional media coverage has over 5
months”
Michael Fox
Founder, Shoes of Prey
Friday, February 20, 2015 32
Digital Marketing:Digital Marketing:
Digital Tools
Friday, February 20, 2015 33
Atanu Ghosh
Founder and CEO
BlueBeaks
Website
Friday, February 20, 2015
But ... why do I need a Website?
34
Why Do I Set Up a Website?
Its my “Online
Brochure”
“Find Me”
Build my Brand
Engage with
Friday, February 20, 2015
Engage with
Customers
Transact Business
35
Web 1.0 and 2.0
Web 1.0 Web 2.0
Published content ,
“read only”
User generated
Collective
Intelligence
Friday, February 20, 2015
User generated
content ,
“read –write”
36
Search Marketing
Friday, February 20, 2015 37
Online Display Advertising
Friday, February 20, 2015 38
Directory, Marketplace, Email, Surveys
Friday, February 20, 2015 39
Social Media
Friday, February 20, 2015
Social media refers to interaction among people in which they create, share, and/or
exchange information and ideas in virtual communities and networks. Andreas Kaplan and
Michael Haenlein define social media as "a group of Internet-based applications that build
on the ideological and technological foundations of Web 2.0, and that allow the creation
and exchange of user-generated content”. Furthermore, social media depend on mobile
and web-based technologies to create highly interactive platforms through which
individuals and communities share, co-create, discuss, and modify user-generated content.
They introduce substantial and pervasive changes to communication between
organizations, communities, and individuals. (Wikipedia)
40
Digital Marketing Spectrum ...
Web
Search
Social
Media
Web
1.0
Web 2.0
E-Commerce
SM
Presence
SM
Management
Web
Promotion
SM
Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social
Search
Mobile
Gamification
Friday, February 20, 2015
MobileOnline
Marketplace
Online
Directory
Services
Email and
Surveys
Analytics
1.0
SMSContent
Mobile
App
Mobile
Commerce
B2B
b2B
B2C
C2C
Online
Directory
Online
Reviews
Email
Marketing
Online
surveys
Analytics
Big Data
Creative
+
Mobile
Web
41
Digital Beyond Marketing
Digital
Sales
Marketing
Reputation
Management
Crowd
Sourcing
Ideas
Crowd
Sourcing
Finance
Friday, February 20, 2015
Digital Feedback and
Complaints
Surveys
Recruitment
Professional
Networking
and
Recognition
Product
Development
42
Digital Marketing: Relevant even
if you are not a Marketer
Entrepreneurs wanting to create a market
Corporate CEO/ CFO/ CMO/ CIO wanting to explore digital potential
Small Business Owners looking to expand business
Friday, February 20, 2015
Corporate Recruiters looking to source the right candidates
Professionals looking to create an influence in the client community
Upcoming artists/ performing artistes looking to promote their work
Housewife/ Househusband looking to gainfully utilise spare time
43
Digital Marketing:Digital Marketing:
Online and Search Marketing
Friday, February 20, 2015 44
Atanu Ghosh
Founder and CEO
BlueBeaks
Online Advertisements
Friday, February 20, 2015 45
Traditional Advertising Model
Friday, February 20, 2015
Publisher AudienceAd AgencyAdvertiser
46
Traditional Advertising Model
Friday, February 20, 2015
1. Ad Agencies aggregate and
purchase ad inventory from
multiple publishers
2. Publishers interested to
place ads approach Ad
Agencies possessing Ad
Inventory
3. Ad Agency matches
request to publish ad with
the available ad inventory
4. Ad Agency plans the
campaign and publishes ad
Process Flow in Traditional Advertisement
47
Traditional Online Advertising Model
Friday, February 20, 2015
1. Ad Agencies aggregate and
purchase ad inventory from
multiple websites.
2. Publishers interested to
place ads approach Ad
Agencies possessing Ad
Inventory
3. Ad Agency matches request
to publish ad with the
available ad inventory
4. Ad Agency plans the
campaign and publishes ad on
websites
Process Flow in Traditional Online Advertisement
48
Search Marketing
Friday, February 20, 2015
Search Engine Optimisation (SEO)
Search Engine Marketing (SEM)
49
SEO Vs. SEM
SEM
Friday, February 20, 2015
SEO
SEM
50
Search Engine Optimisation
On Page SEO
Friday, February 20, 2015
Off Page SEO
51
On Page SEO
On Page
Meta Title
Permalink
Meta
Keyword in
Page
Loading
Time
Friday, February 20, 2015
On Page
SEO
Meta
Description
Keywords
Header
Tags
Alt
Attribute
Keyword in
Website
Content
52
On Page SEO
Priority 1
• Meta Title
• Permalink
Priority 2
• Meta Description
Friday, February 20, 2015
Priority 3
• Keywords
Priority 4
• Header Tags
53
Off Page SEO
Off
Back Links
from
Other
Websites
Social
Media
Presence
Popularity
Friday, February 20, 2015
Off
Page
SEO
ArticlesReputation
54
Off Page SEO: Back Links
Friday, February 20, 2015
www.mywebsite.com www.yourwebsite.com
55
Finding Your Website’s Rank
Friday, February 20, 2015 56
Caution on SEO!
Don’t “over SEO” with an intention
to “cheat” Google’s algorithm and
get a high rank in search.
Friday, February 20, 2015
Else, Google will soon hunt you
down with one of these!
57
Search Engine Marketing:
PPC, PPM, CTR
PPC = Pay Per Click
PPM = Pay Per Mille
Friday, February 20, 2015
PPM = Pay Per Mille
CTR = Click Through Rate
58
Search Engine Marketing:
Google Adwords
Campaign
• Campaign type
• Device
• Locations
• Language
• Bid Strategy
• Budget
Friday, February 20, 2015
Ad Group
1
Ad 1 Ad 2
Ad Group
2
Ad 3
• Keywords (Adwords)
• Description
• Image
• Links
59
Search Engine Marketing:
Defining Appropriate Adwords
Usage
Friday, February 20, 2015
Competition
Relevance
60
Real Time Bidding
Friday, February 20, 2015 61
Real Time Bidding: Ad Networks
Friday, February 20, 2015 62
Demand and Supply Side
Platforms, Remarketing: Ad Exchanges
Friday, February 20, 2015 63
Search Engine Marketing:
Measuring Effectiveness
Friday, February 20, 2015 64
Online Advertising: From
Adman to Mathman
Friday, February 20, 2015
From Adman to
Mathman
65
Digital Marketing:Digital Marketing:
Email Marketing
Friday, February 20, 2015 66
Atanu Ghosh
Founder and CEO
BlueBeaks
Email Campaign Software
Friday, February 20, 2015 67
Email Campaign: Metrics
Friday, February 20, 2015 68
Email Campaign: “Can-Spam” Act
Friday, February 20, 2015 69
Digital Marketing:Digital Marketing:
Social Media Marketing
Friday, February 20, 2015 70
Atanu Ghosh
Founder and CEO
BlueBeaks
Social Media
Friday, February 20, 2015
Social media refers to interaction among people in which they create, share, and/or
exchange information and ideas in virtual communities and networks. Andreas Kaplan and
Michael Haenlein define social media as "a group of Internet-based applications that build
on the ideological and technological foundations of Web 2.0, and that allow the creation
and exchange of user-generated content”. Furthermore, social media depend on mobile
and web-based technologies to create highly interactive platforms through which
individuals and communities share, co-create, discuss, and modify user-generated content.
They introduce substantial and pervasive changes to communication between
organizations, communities, and individuals. (Wikipedia)
71
Why Social Media has Emerged
as a Powerful Marketing Tool?
Friday, February 20, 2015
Thomas Friedman could have added “… and when Viral was a fever …”
72
Why Social Media has Emerged
as a Powerful Marketing Tool?
Friday, February 20, 2015 73
Why Social Media has Emerged
as a Powerful Marketing Tool?
Friday, February 20, 2015 74
Why Social Media has Emerged
as a Powerful Marketing Tool?
Friday, February 20, 2015 75
Social Media Space Today
Friday, February 20, 2015 76
Social Media Space Today
Friday, February 20, 2015 77
Choice of Social Media
You are an upcoming photographer in India and
want to promote your work in India through social
media channels. Being an upcoming
photographer, you have limited budget.
Which of the following social media channels would
Friday, February 20, 2015
Which of the following social media channels would
be most effective for you?
Twitter
Facebook
Pinterest
LinkedIn
78
Choice of Social Media
You are social activist and want to broadcast your
view about a popular but controversial social issue.
Which of the following social media channels would
be most effective for you?
Friday, February 20, 2015
Twitter
Facebook
Google+
LinkedIn
79
Choice of Social Media
You are CEO of a large FMCG company. You want to
engage with your customers in an interactive session
to get a direct feedback from your customers about
a newly launched product.
Which of the following social media channels would
Friday, February 20, 2015
Which of the following social media channels would
be most effective for you?
YouTube
Facebook
Google+
LinkedIn
80
Promoting through Social
Media @ “Zero” Cost!
Blog
Posts
Friday, February 20, 2015
Content Pages
Groups
Photo/
Video
81
Paid Promotion through Social Media
Friday, February 20, 2015
Stamp AdsSponsored News Feed
82
Paid Promotion through Social Media
Promoted Tweet
Friday, February 20, 2015
Promoted Account
83
Paid Promotion through Social Media
Friday, February 20, 2015
Promoted
84
Social Media Promotion:
More Disintermediation
Targeting by
Advertiser
Targeting by Social
Media Platform
DSP
SSP
Disintermediation
Friday, February 20, 2015
Viral Targeting
Audience
SSP
85
Social Media Promotion vs. Online
Advertising: “Open Graph API”
Social
Website
Friday, February 20, 2015
Social
Media
Other
Social
Media
Custom
Apps and
Third Party
Apps
Aggregator
86
Remarketing in Social Media
Friday, February 20, 2015
Till Social Media Platforms introduce
their own Retargeting Tools
87
Digital Marketing:Digital Marketing:
Mobile Marketing
Friday, February 20, 2015 88
Atanu Ghosh
Founder and CEO
BlueBeaks
Why Mobile?
Friday, February 20, 2015
Mobile = More
89
Why Mobile?
Friday, February 20, 2015
Mobile = Reach Anywhere
90
Why Mobile?
Friday, February 20, 2015
Mobile = Reach On the Go
91
Why Mobile?
Friday, February 20, 2015
Mobile = Future
92
Why Mobile?
Friday, February 20, 2015
Mobile = India
93
Mobile Devices
Nokia
36%
Apple
ZTE
5%
RIM
4%
HTC
4%
Motorola
4%
Huawei
4%
Sony
3%
Market Share
Friday, February 20, 2015
Samsung
27%
LG
7%
Apple
6%
94
Mobile Marketing Tools
Friday, February 20, 2015
SMS: The Earliest Form of Mobile Marketing
95
Mobile Marketing Tools
Friday, February 20, 2015
Mobile Website
96
Mobile Marketing Tools
Friday, February 20, 2015
Mobile App (lication)
97
Mobile Marketing Tools
Friday, February 20, 2015
QR Code
98
Mobile Marketing Tools
Friday, February 20, 2015
Geo-location
99
Mobile Marketing Tools
Friday, February 20, 2015
Bluecasting (Near Field Communication)
100
Mobile Marketing Tools
Friday, February 20, 2015
Gamification
101
Mobile Marketing Tools
Friday, February 20, 2015
Mobile Commerce
102
Digital Marketing:Digital Marketing:
Developing a Digital Marketing Strategy
Friday, February 20, 2015 103
Atanu Ghosh
Founder and CEO
BlueBeaks
Digital Marketing Spectrum ...
Web
Search
Social
Media
Web
1.0
Web 2.0
E-Commerce
SM
Presence
SM
Management
Web
Promotion
SM
Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social
Search
Gamification
MobileOnline
Marketplace
Online
Directory
Services
Email and
Surveys
Analytics
1.0
SMSContent
Mobile
App
Mobile
Commerce
B2B
b2B
B2C
C2C
Online
Directory
Online
Reviews
Email
Marketing
Online
surveys
Analytics
Big Data
Friday, February 20, 2015 104
Aligning business to digital marketing strategy
What business am I in?
B2B, B2C, C2C, G2C?
FMCG, Industrial
Product, Services?
What is the maturity of the
market I am serving?
Nascent, Growing, Mature, D
eclining?
What is the maturity of the
product/ service I am
providing?
New Product/ Idea, Mature
Product/ Service?
How big or known is your
brand or company?
Start-up?
Big and Known?
Friday, February 20, 2015 105
Aligning business to digital marketing strategy
What is your marketing
objective?
Cataloging your services, build
presence and brand, reputation
management, drive sales, Corporate
Social Responsibility?
Who are my target
customers?
Teens, Old
couples, Corporate?
Local, Global?
What is the marketing culture
of your organisation?
Conservative, Exploratory, Dig
itally Savvy?
What is your marketing
budget?
$, Rs.
Social Responsibility?
Friday, February 20, 2015 106
My Digital Marketing Objective
Its my “Online
Brochure”
“Find Me”
Build my Brand
Engage with
Friday, February 20, 2015
Engage with
Customers
Transact Business
107
Building a Digital Marketing Strategy
Web
Search
Social
Media
Web
1.0
Web 2.0
E-Commerce
SM
Presence
SM
Management
Web
Promotion
SM
Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social
Search
MobileOnline
Marketplace
Online
Directory
Services
Email and
Surveys
Analytics
1.0
SMSContent
Mobile
App
Mobile
Commerce
B2B
b2B
B2C
C2C
Online
Directory
Online
Reviews
Email
Marketing
Online
surveys
Analytics
Big Data
Phase I Phase II
Friday, February 20, 2015 108
Treading the path: Gartner’s Transit Map
Friday, February 20, 2015 109
Social Media Conversation Prism
Friday, February 20, 2015 110
Break Out Session: Digital Marketing
Strategy for Your Organisation
Friday, February 20, 2015
Let us make a high level digital marketing
strategy for our organisation!
111

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Digital Marketing Fundamentals

  • 1. Digital MarketingDigital Marketing Friday, February 20, 2015 1 Atanu Ghosh Founder and CEO BlueBeaks
  • 2. Its #WorldCup Time Every Second! Friday, February 20, 2015 2
  • 3. #WorldCup: What does it mean to Marketers? • Nike Ad in YouTube featuring Christian Ronaldo reached it 26 million followers in a matter of days resulting in 72 million views • How many days it would have taken the ad to reach same number through traditional media? • Nike’s competitor Adidas spent 20% of its ad budget in digital media in FIFA World Cup 2010. This year Adidas is reported to be spending 50% online, more than that on television • Tim Ramsden, Global Brand Director of Adidas, says FIFA World Cup 2014 will be “the most social World Cup ever and probably the most social event in history” • Facebook reported that the opening match generated 58 million comments and more than 140 million• Facebook reported that the opening match generated 58 million comments and more than 140 million interactions! • Facebook has created a dedicated hub for the event (https://www.facebook.com/worldcup) • Facebook estimates that 500 million of its 1.28 billion users are soccer fans, including 110 million men aged 13 – 34 in big markets, a demographics coveted by advertisers • 37% of these soccer fans worldwide said that they interacted with a mobile ad daily • FIFA World Cup ads have thus far attracted 6.9 million shares across social media • Wall Street says “Twitter is the 33rd team in FIFA World Cup” • Bloomberg reports that there has been more tweets in FIFA World Cup 2014 before the ball kicked off than tweets for the entire tournament in 2010 Friday, February 20, 2015 3
  • 4. Today’s Schedule Time Topic Facilitator 9:30 am – 9:45 am Registration and Introduction 9:45 am – 10:45 am Introduction to Digital Marketing • Definition • Advantages of Digital Media over Traditional • Industry Outlook • Overview of Digital Marketing Tools and Techniques • Digital Marketing Strategy Framework Atanu Ghosh 10:45 am – 11:45 Media Metamorphosis: From Inn Signs to I-Phones Sandip Chaudhuri Friday, February 20, 2015 10:45 am – 11:45 am Media Metamorphosis: From Inn Signs to I-Phones Sandip Chaudhuri 11:45 am – 12 noon Tea Break 12 noon – 1 pm Digital Marketing Deep Dive • Search Engine Optimisation (SEO) • Search Engine Marketing (SEM) • Online Display Advertisement • Demand and Supply Side Platforms • Retargeting • Email Marketing Atanu Ghosh 1 pm – 1:30 pm Lunch Break 4
  • 5. Today’s Schedule Time Topic Facilitator 1:30 pm – 2:30 pm Digital Marketing Deep Dive: Social Media Marketing • How Social Media Marketing is Different • Social Media Landscape Today, Selecting the Right Social Media • Digital Marketing using Facebook • Real Life Case Studies Atanu Ghosh 2:30 pm – 3 pm Digital Marketing Deep Dive: Mobile Marketing • Importance and Relevance of Mobile Marketing Atanu Ghosh Friday, February 20, 2015 • Importance and Relevance of Mobile Marketing • Mobile Marketing Strategy and Tools 3 pm – 4 pm Real Life Case Studies from Industry on Digital Marketing Mehul Brahma, Aditya Parashar 4 pm – 4:15 pm Tea Break 4:15 pm – 5 pm Digital Marketing: The Right Marketing Tool for Start- ups and Conventional Business Chetan Dikshit 5 pm – 5:45 pm Outlining a Digital Marketing Strategy for your Industry/ Organisation: Breakout Session Atanu Ghosh 5:45 pm – 6 pm Wrap-up and Feedback Atanu Ghosh 5
  • 6. Takeaway from this Workshop • Understand the potential of “new age” digital media as a marketing tool • Get an overview of the various tools in digital media • Understand why a “digital marketing strategy” is important for an organisation and frameworks that can be used for drawing a digital marketing Friday, February 20, 2015 that can be used for drawing a digital marketing strategy for an organisation • This Workshop is NOT, however, intended to make you an “expert” in digital marketing Some Ground Rules • Engage, participate, enlighten, ask questions! • In case you missed it, there is a “Silent” option in your mobile phone! • We have planned for one lunch and two tea breaks. We think that would give us sufficient time to unwind! • We have not organised for beds and pillows! Unfortunately we will not be able to provide you with a comfortable sleeping experience! 6
  • 7. Digital Marketing:Digital Marketing: Marketing in Digital Age Friday, February 20, 2015 Atanu Ghosh Founder and CEO BlueBeaks 7
  • 8. Marketing in Digital Age Friday, February 20, 2015 8
  • 12. Marketing was ... Done by Salesmen Friday, February 20, 2015 12
  • 13. Marketing was ... Intermediary Dominated Friday, February 20, 2015 13
  • 14. Marketing was ... Difficult to Target Friday, February 20, 2015 14
  • 15. Marketing was ... Limited in Reach Friday, February 20, 2015 15
  • 16. Marketing was ... Expensive Friday, February 20, 2015 16
  • 17. Marketing was ... Difficult to Measure Friday, February 20, 2015 17
  • 18. Marketing was ... Like This When ... “Facebook didn’t exist; Twitter was a sound; the Cloud was in“Facebook didn’t exist; Twitter was a sound; the Cloud was in the sky; 4G was a parking space; LinkedIn was a prison; Applications were what we sent to college; and Skype for most people was a typo. All of that changed in last six years.” Thomas Friedman Friday, February 20, 2015 18
  • 19. When “Digital” Disrupted It!... Digital Marketing Friday, February 20, 2015 19
  • 20. What Is “Digital Marketing”? Digital marketing is a marketing process which leads to the development and growth of the business of any organization or brand by using a variety of digital channels such as websites,a variety of digital channels such as websites, email, search engines, social networks, mobile platforms, e-commerce, etc. Friday, February 20, 2015 20
  • 21. Digital Marketing = Inbound Marketing? Friday, February 20, 2015 21
  • 22. Digital Marketing = Inbound Marketing? Friday, February 20, 2015 22
  • 23. The “Digital Disruption” in Marketing Outbound Inbound Conspicuous Subtle Unsolicited Be “Found” Done by salesmen Done by “All”: Customers, Community, Patrons Friday, February 20, 2015 23
  • 24. The “Digital Disruption” in Marketing Intermediary Dominated Dis- intermediated Difficult to Target Targeted Limited Reach Viral Reach Expensive Frugal Difficult to Measure Measurable Friday, February 20, 2015 24
  • 25. “Damn lies” that are true now! ... Friday, February 20, 2015 25
  • 26. “Damn lies” that are true now! ... Friday, February 20, 2015 26
  • 27. “Damn lies” that are true now! ... Friday, February 20, 2015 27
  • 28. “Damn lies” that are true now ... Friday, February 20, 2015 28
  • 29. Transformation of “IT”... Computation Machine Consumer Product Friday, February 20, 2015 Business Process Automation Tool Medium of Edutainment 29
  • 30. Role of IT in Marketing... Transformation in Traditional Marketing Digital Friday, February 20, 2015 Transformation in IT Digital Marketing 30
  • 31. “Chief Marketing Technologist”... Friday, February 20, 2015 Gartner says 70% of the companies today have now a new role named as “Chief Marketing Technologist”, a profession that did not exist even a few years back 31
  • 32. “We are still in the process of picking ourselves off the floor after witnessing first hand the fact that a 16-year-old YouTuber can deliver us 3 times the traffic in a couple of daysYouTuber can deliver us 3 times the traffic in a couple of days that some excellent traditional media coverage has over 5 months” Michael Fox Founder, Shoes of Prey Friday, February 20, 2015 32
  • 33. Digital Marketing:Digital Marketing: Digital Tools Friday, February 20, 2015 33 Atanu Ghosh Founder and CEO BlueBeaks
  • 34. Website Friday, February 20, 2015 But ... why do I need a Website? 34
  • 35. Why Do I Set Up a Website? Its my “Online Brochure” “Find Me” Build my Brand Engage with Friday, February 20, 2015 Engage with Customers Transact Business 35
  • 36. Web 1.0 and 2.0 Web 1.0 Web 2.0 Published content , “read only” User generated Collective Intelligence Friday, February 20, 2015 User generated content , “read –write” 36
  • 38. Online Display Advertising Friday, February 20, 2015 38
  • 39. Directory, Marketplace, Email, Surveys Friday, February 20, 2015 39
  • 40. Social Media Friday, February 20, 2015 Social media refers to interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content”. Furthermore, social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. They introduce substantial and pervasive changes to communication between organizations, communities, and individuals. (Wikipedia) 40
  • 41. Digital Marketing Spectrum ... Web Search Social Media Web 1.0 Web 2.0 E-Commerce SM Presence SM Management Web Promotion SM Promotion S-Commerce SEO Paid Search Search Analytics Social Search Mobile Gamification Friday, February 20, 2015 MobileOnline Marketplace Online Directory Services Email and Surveys Analytics 1.0 SMSContent Mobile App Mobile Commerce B2B b2B B2C C2C Online Directory Online Reviews Email Marketing Online surveys Analytics Big Data Creative + Mobile Web 41
  • 42. Digital Beyond Marketing Digital Sales Marketing Reputation Management Crowd Sourcing Ideas Crowd Sourcing Finance Friday, February 20, 2015 Digital Feedback and Complaints Surveys Recruitment Professional Networking and Recognition Product Development 42
  • 43. Digital Marketing: Relevant even if you are not a Marketer Entrepreneurs wanting to create a market Corporate CEO/ CFO/ CMO/ CIO wanting to explore digital potential Small Business Owners looking to expand business Friday, February 20, 2015 Corporate Recruiters looking to source the right candidates Professionals looking to create an influence in the client community Upcoming artists/ performing artistes looking to promote their work Housewife/ Househusband looking to gainfully utilise spare time 43
  • 44. Digital Marketing:Digital Marketing: Online and Search Marketing Friday, February 20, 2015 44 Atanu Ghosh Founder and CEO BlueBeaks
  • 46. Traditional Advertising Model Friday, February 20, 2015 Publisher AudienceAd AgencyAdvertiser 46
  • 47. Traditional Advertising Model Friday, February 20, 2015 1. Ad Agencies aggregate and purchase ad inventory from multiple publishers 2. Publishers interested to place ads approach Ad Agencies possessing Ad Inventory 3. Ad Agency matches request to publish ad with the available ad inventory 4. Ad Agency plans the campaign and publishes ad Process Flow in Traditional Advertisement 47
  • 48. Traditional Online Advertising Model Friday, February 20, 2015 1. Ad Agencies aggregate and purchase ad inventory from multiple websites. 2. Publishers interested to place ads approach Ad Agencies possessing Ad Inventory 3. Ad Agency matches request to publish ad with the available ad inventory 4. Ad Agency plans the campaign and publishes ad on websites Process Flow in Traditional Online Advertisement 48
  • 49. Search Marketing Friday, February 20, 2015 Search Engine Optimisation (SEO) Search Engine Marketing (SEM) 49
  • 50. SEO Vs. SEM SEM Friday, February 20, 2015 SEO SEM 50
  • 51. Search Engine Optimisation On Page SEO Friday, February 20, 2015 Off Page SEO 51
  • 52. On Page SEO On Page Meta Title Permalink Meta Keyword in Page Loading Time Friday, February 20, 2015 On Page SEO Meta Description Keywords Header Tags Alt Attribute Keyword in Website Content 52
  • 53. On Page SEO Priority 1 • Meta Title • Permalink Priority 2 • Meta Description Friday, February 20, 2015 Priority 3 • Keywords Priority 4 • Header Tags 53
  • 54. Off Page SEO Off Back Links from Other Websites Social Media Presence Popularity Friday, February 20, 2015 Off Page SEO ArticlesReputation 54
  • 55. Off Page SEO: Back Links Friday, February 20, 2015 www.mywebsite.com www.yourwebsite.com 55
  • 56. Finding Your Website’s Rank Friday, February 20, 2015 56
  • 57. Caution on SEO! Don’t “over SEO” with an intention to “cheat” Google’s algorithm and get a high rank in search. Friday, February 20, 2015 Else, Google will soon hunt you down with one of these! 57
  • 58. Search Engine Marketing: PPC, PPM, CTR PPC = Pay Per Click PPM = Pay Per Mille Friday, February 20, 2015 PPM = Pay Per Mille CTR = Click Through Rate 58
  • 59. Search Engine Marketing: Google Adwords Campaign • Campaign type • Device • Locations • Language • Bid Strategy • Budget Friday, February 20, 2015 Ad Group 1 Ad 1 Ad 2 Ad Group 2 Ad 3 • Keywords (Adwords) • Description • Image • Links 59
  • 60. Search Engine Marketing: Defining Appropriate Adwords Usage Friday, February 20, 2015 Competition Relevance 60
  • 61. Real Time Bidding Friday, February 20, 2015 61
  • 62. Real Time Bidding: Ad Networks Friday, February 20, 2015 62
  • 63. Demand and Supply Side Platforms, Remarketing: Ad Exchanges Friday, February 20, 2015 63
  • 64. Search Engine Marketing: Measuring Effectiveness Friday, February 20, 2015 64
  • 65. Online Advertising: From Adman to Mathman Friday, February 20, 2015 From Adman to Mathman 65
  • 66. Digital Marketing:Digital Marketing: Email Marketing Friday, February 20, 2015 66 Atanu Ghosh Founder and CEO BlueBeaks
  • 67. Email Campaign Software Friday, February 20, 2015 67
  • 68. Email Campaign: Metrics Friday, February 20, 2015 68
  • 69. Email Campaign: “Can-Spam” Act Friday, February 20, 2015 69
  • 70. Digital Marketing:Digital Marketing: Social Media Marketing Friday, February 20, 2015 70 Atanu Ghosh Founder and CEO BlueBeaks
  • 71. Social Media Friday, February 20, 2015 Social media refers to interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content”. Furthermore, social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. They introduce substantial and pervasive changes to communication between organizations, communities, and individuals. (Wikipedia) 71
  • 72. Why Social Media has Emerged as a Powerful Marketing Tool? Friday, February 20, 2015 Thomas Friedman could have added “… and when Viral was a fever …” 72
  • 73. Why Social Media has Emerged as a Powerful Marketing Tool? Friday, February 20, 2015 73
  • 74. Why Social Media has Emerged as a Powerful Marketing Tool? Friday, February 20, 2015 74
  • 75. Why Social Media has Emerged as a Powerful Marketing Tool? Friday, February 20, 2015 75
  • 76. Social Media Space Today Friday, February 20, 2015 76
  • 77. Social Media Space Today Friday, February 20, 2015 77
  • 78. Choice of Social Media You are an upcoming photographer in India and want to promote your work in India through social media channels. Being an upcoming photographer, you have limited budget. Which of the following social media channels would Friday, February 20, 2015 Which of the following social media channels would be most effective for you? Twitter Facebook Pinterest LinkedIn 78
  • 79. Choice of Social Media You are social activist and want to broadcast your view about a popular but controversial social issue. Which of the following social media channels would be most effective for you? Friday, February 20, 2015 Twitter Facebook Google+ LinkedIn 79
  • 80. Choice of Social Media You are CEO of a large FMCG company. You want to engage with your customers in an interactive session to get a direct feedback from your customers about a newly launched product. Which of the following social media channels would Friday, February 20, 2015 Which of the following social media channels would be most effective for you? YouTube Facebook Google+ LinkedIn 80
  • 81. Promoting through Social Media @ “Zero” Cost! Blog Posts Friday, February 20, 2015 Content Pages Groups Photo/ Video 81
  • 82. Paid Promotion through Social Media Friday, February 20, 2015 Stamp AdsSponsored News Feed 82
  • 83. Paid Promotion through Social Media Promoted Tweet Friday, February 20, 2015 Promoted Account 83
  • 84. Paid Promotion through Social Media Friday, February 20, 2015 Promoted 84
  • 85. Social Media Promotion: More Disintermediation Targeting by Advertiser Targeting by Social Media Platform DSP SSP Disintermediation Friday, February 20, 2015 Viral Targeting Audience SSP 85
  • 86. Social Media Promotion vs. Online Advertising: “Open Graph API” Social Website Friday, February 20, 2015 Social Media Other Social Media Custom Apps and Third Party Apps Aggregator 86
  • 87. Remarketing in Social Media Friday, February 20, 2015 Till Social Media Platforms introduce their own Retargeting Tools 87
  • 88. Digital Marketing:Digital Marketing: Mobile Marketing Friday, February 20, 2015 88 Atanu Ghosh Founder and CEO BlueBeaks
  • 89. Why Mobile? Friday, February 20, 2015 Mobile = More 89
  • 90. Why Mobile? Friday, February 20, 2015 Mobile = Reach Anywhere 90
  • 91. Why Mobile? Friday, February 20, 2015 Mobile = Reach On the Go 91
  • 92. Why Mobile? Friday, February 20, 2015 Mobile = Future 92
  • 93. Why Mobile? Friday, February 20, 2015 Mobile = India 93
  • 95. Mobile Marketing Tools Friday, February 20, 2015 SMS: The Earliest Form of Mobile Marketing 95
  • 96. Mobile Marketing Tools Friday, February 20, 2015 Mobile Website 96
  • 97. Mobile Marketing Tools Friday, February 20, 2015 Mobile App (lication) 97
  • 98. Mobile Marketing Tools Friday, February 20, 2015 QR Code 98
  • 99. Mobile Marketing Tools Friday, February 20, 2015 Geo-location 99
  • 100. Mobile Marketing Tools Friday, February 20, 2015 Bluecasting (Near Field Communication) 100
  • 101. Mobile Marketing Tools Friday, February 20, 2015 Gamification 101
  • 102. Mobile Marketing Tools Friday, February 20, 2015 Mobile Commerce 102
  • 103. Digital Marketing:Digital Marketing: Developing a Digital Marketing Strategy Friday, February 20, 2015 103 Atanu Ghosh Founder and CEO BlueBeaks
  • 104. Digital Marketing Spectrum ... Web Search Social Media Web 1.0 Web 2.0 E-Commerce SM Presence SM Management Web Promotion SM Promotion S-Commerce SEO Paid Search Search Analytics Social Search Gamification MobileOnline Marketplace Online Directory Services Email and Surveys Analytics 1.0 SMSContent Mobile App Mobile Commerce B2B b2B B2C C2C Online Directory Online Reviews Email Marketing Online surveys Analytics Big Data Friday, February 20, 2015 104
  • 105. Aligning business to digital marketing strategy What business am I in? B2B, B2C, C2C, G2C? FMCG, Industrial Product, Services? What is the maturity of the market I am serving? Nascent, Growing, Mature, D eclining? What is the maturity of the product/ service I am providing? New Product/ Idea, Mature Product/ Service? How big or known is your brand or company? Start-up? Big and Known? Friday, February 20, 2015 105
  • 106. Aligning business to digital marketing strategy What is your marketing objective? Cataloging your services, build presence and brand, reputation management, drive sales, Corporate Social Responsibility? Who are my target customers? Teens, Old couples, Corporate? Local, Global? What is the marketing culture of your organisation? Conservative, Exploratory, Dig itally Savvy? What is your marketing budget? $, Rs. Social Responsibility? Friday, February 20, 2015 106
  • 107. My Digital Marketing Objective Its my “Online Brochure” “Find Me” Build my Brand Engage with Friday, February 20, 2015 Engage with Customers Transact Business 107
  • 108. Building a Digital Marketing Strategy Web Search Social Media Web 1.0 Web 2.0 E-Commerce SM Presence SM Management Web Promotion SM Promotion S-Commerce SEO Paid Search Search Analytics Social Search MobileOnline Marketplace Online Directory Services Email and Surveys Analytics 1.0 SMSContent Mobile App Mobile Commerce B2B b2B B2C C2C Online Directory Online Reviews Email Marketing Online surveys Analytics Big Data Phase I Phase II Friday, February 20, 2015 108
  • 109. Treading the path: Gartner’s Transit Map Friday, February 20, 2015 109
  • 110. Social Media Conversation Prism Friday, February 20, 2015 110
  • 111. Break Out Session: Digital Marketing Strategy for Your Organisation Friday, February 20, 2015 Let us make a high level digital marketing strategy for our organisation! 111