31-jan-20 1 · sem vs seo vs facebook? 31-jan-20 10. q: is my product/ category mass/ niche?...

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eTailing for a BillionVedanarayanan V, SMB, Business Head

Agenda

1. The Great Indian digital story

2. Digital Marketing – Core Startup engines

3. Paid Acquisition Playbook – Facebook Vs Google?

4. Paid Acquisition Caselet – India’s largest Health-Tech App

5. The Engagement conundrum – What?

6. An Engagement Caselet - One of the world’s largest Ed-Tech players

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The Great Indian Digital Story

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Search is not the natural entry point

on mobile

93% of time spent by Indians on Mobile is in Apps

In apps, people expect to discover things just for them

Indians on FacebookPresent Across Audience that Matters

Reach+ 270 Million

15 – 24 years

25+ years

Males

Females

51%

49%

24%

Source: WAM, September Month 2019

Top 8 metros

Other Urban Centers

33%

67%

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Digital Marketing – Core Startup Engines

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Focus: AcquisitionSEM Vs SEO Vs Facebook?

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Q: Is my product/ category mass/ niche? (Google keyword planner/ Google trends)

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A: If mass (already existing latent demand), then prioritize Google

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A: If Niche, is it high engagement & high visual quotient, then prioritize facebook

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A: If Niche, but low engagement, then go back to Google, prioritize SEO for neighboring keywords.

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Caselet – India’s largest Health-Tech App

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Mobile Marketing Key Recipe Elements

Mobile Marketing Key Recipe Elements

Mobile Marketing Key Recipe Elements

Mobile Marketing Key Recipe Elements

Mobile Marketing Key Recipe Elements

Mobile Marketing Key Recipe Elements

Focus: Engagement & Nurturing

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Working with/ engaging with your current pipeline of leads, prospects, customers through various touchpoints

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1. Mature Vs Nascent category

When do you really need lead engagement & nurturing?

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1. Mature Vs Nascent category2. Unknown Vs omnipresent brand

When do you really need lead engagement & nurturing?

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1. Mature Vs Nascent category2. Unknown Vs omnipresent brand3. High Vs Low ASP

When do you really need lead engagement & nurturing?

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1. Mature Vs Nascent category2. Unknown Vs omnipresent brand3. High Vs Low ASP4. Long Vs short sales conversion

cycles

When do you really need lead engagement & nurturing?

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1. Mature Vs Nascent category2. Unknown Vs omnipresent brand3. High Vs Low ASP4. Long Vs short sales conversion

cycles5. B2B Vs B2C

When do you really need lead engagement & nurturing?

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1. Mature Vs Nascent category2. Unknown Vs omnipresent brand3. High Vs Low ASP4. Long Vs short sales conversion cycles5. B2B Vs B2C6. Service Vs Product

When do you really need lead engagement & nurturing?

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1. Mature Vs Nascent category2. Unknown Vs omnipresent brand3. High Vs Low ASP4. Long Vs short sales conversion cycles5. B2B Vs B2C6. Service Vs Product7. High Vs low levels of standardization

When do you really need lead engagement & nurturing?

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1. SEO

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1. Part of a transaction lifecycle for driving conversions

How can you use Lead engagement & nurturing?

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1. Part of a transaction lifecycle for driving conversions

2. Driving stickiness/ loyalty/ repeat behavior/ engagement

How can you use Lead engagement & nurturing?

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1. Part of a transaction lifecycle for driving conversions

2. Driving stickiness/ loyalty/ repeat behavior/ engagement

3. Refunneling users and improving marketing ROI

How can you use Lead engagement & nurturing?

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All right, let’s talk business, I am a CEO, explain to me in simple terms

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Q: Why do I need lifecycle emailers?

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Q: Why do I need lifecycle emailers?

A: For 2 strong reasons

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Reason 1: A happier, more productive sales team since they now spend time ONLY with qualified prospects

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Reason 1: A happier, more productive sales team since they now spend time ONLY with qualified prospects

Result – Increased sales conversion rates, revenues – Enhanced topline

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Reason 2: Increased efficiency of marketing since no longer do they need to focus on expensive cpc campaigns alone.

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Reason 2: Increased efficiency of marketing since now longer do they need to focus on expensive cpc campaigns alone.

Result – Reduced Cost of customer acquisition (CAC) - Improved bottomline

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Caselet – One of the world’s largest Ed-Tech players

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Marketing Automation/ DRIP Lifecycle emailers

1. DRIP lifecycle duration = 70% of sales conversion time window

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Marketing Automation/ DRIP Lifecycle emailers

1. DRIP lifecycle duration = 70% of sales conversion time window2. “Hot” lead DRIP

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Marketing Automation/ DRIP Lifecycle emailers

1. DRIP lifecycle duration = 70% of sales conversion time window2. “Hot” lead DRIP3. “Cold” lead DRIP

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Marketing Automation/ DRIP Lifecycle emailers

1. DRIP lifecycle duration = 70% of sales conversion time window2. “Hot” lead DRIP3. “Cold” lead DRIP4. Repeat DRIP

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Marketing Automation/ DRIP Lifecycle emailers

1. DRIP lifecycle duration = 70% of sales conversion time window2. “Hot” lead DRIP3. “Cold” lead DRIP4. Repeat DRIP5. Learner DRIP

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Marketing Automation/ DRIP Lifecycle emailers

1. DRIP lifecycle duration = 70% of sales conversion time window2. “Hot” lead DRIP3. “Cold” lead DRIP4. Repeat DRIP5. Learner DRIP6. “Dead” lead DRIP

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Repeat Purchases

1. The problem statement – Extremely low repeat consumer behavior

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Repeat Purchases

1. The problem statement – Extremely low repeat consumer behavior2. Solution - Setup a robust, premium offering (The Masters Program) and

concept for a “learning path”

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Repeat Purchases

1. The problem statement – Extremely low repeat consumer behavior2. Solution - Setup a robust, premium offering (The Masters Program) and

concept for a “learning path”3. Specific user cohort targeting

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Repeat Purchases

1. The problem statement – Extremely low repeat consumer behavior2. Solution - Setup a robust, premium offering (The Masters Program) and

concept for a “learning path”3. Specific targeting

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Repeat Purchases

1. The problem statement – Extremely low repeat consumer behavior2. Solution - Setup a robust, premium offering (The Masters Program) and

concept for a “learning path”3. Specific targeting4. Repeat DRIP emailers

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• Does this provide you with enough food for thought?• Feedback, first reactions?

Let’s discuss

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Questions?

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Thank You