digital marketing for startups in india - 7th feb 2015 at weekend ventures, iit madras

Unmasking Digital Marketing for Startups

7th Feb 2015

Population: 1241m

TV: ~150m Households

Mobile: ~886m

Internet: ~250m

Digital is powerful but still only 20% population online (36% penetration in urban & 6% in rural)

This means the next stage of internet growth is yet to come and will increase as the access & speed of internet increases

How are startups & brands marketing via digital media?

An integrated approach is requiredDigital

Marketing to be

Integrated

Social Media

Marketing

Digital Advertising / Emailer

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 – even a auto rickshaw driver is able to get results through his website

You can see the website at http://www.tuktastic.com/

Responsive website design is a must

Right user experience required – to drive users to become consumers

Right user experience – drive them to what you want them to do

What is digital marketing? Is it relevant more than ever before ?

Search Engine

Optimisation

Then you need to be searchable so that your startup can be found

It can be complex but focus on the important things first

Basics of SEO to keep in mind

• Content For users• Frequent & engaging• Fuelled by keyword &

user research

Great Content

• Breadcrumbs & indexed with right urls/tags

• Site Speed• Viewable by Google

Architecture & Technical • Quality over Quantity

• Social Media Shares• Authority over a topic• Blogger Engagement

Link Building

User relevant content is key

User relevant content is key and not just info on products

You can see the website at http://www.petwish.in

Its critical to ensure Google sees the site the way user sees it

What is digital marketing? Is it relevant more than ever before ?

Social Media

Marketing

Social media captures largest shares of computer time in India

*Based on ComScore report, 2013

• 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

Fun & Relevant content works best rather than just product

Fun & Relevant content works best rather than just product

Fun & Relevant content works best rather than just product

Zomato does this very well – so can your startup

Run social media campaigns to engage with the user

CaseStudy: #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.

Lots of opportunities for Innovation in Social Media

Lots of opportunities for Innovation in Social Media

Creating content for social media need not always be a challenge

Stats / News

Blog posts

Learnings from

current project

Views on news or research

RT othersAsking

Questions / Opinions

On Twitter its about real time conversations

What is digital marketing? Is it relevant more than ever before ?

Digital Advertisin

g / Emailer

It’s a Google World so try it out for your business

Facebook can still be very effective and we still believe in its power

You can read our blog post on FB Adv Techniques at http://www.socialbeat.in/2015/01/12/advanced-facebook-advertising-techniques-implement-2015/

Retargetting can be another cost effective medium

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

Use free Analytics tools to track – e.g. Google Analytics

Who are they? How are theygetting to your site?

What are they doing once they get there?

When are theyvisiting?

team@socialbeat.in and + 91 44 42065648www.socialbeat.in

Digital Marketing. Focus on Results.

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Thank You. Have a wonderful day.