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Online Marketing Strategy
How to create a brand online?
Creating a “Brand” Online
An innovative
product
Competitive pricing model
Brand Identification and Reach
Unparalleled service
Where can Iksula help
Creating a “Brand” Online
An innovative
product
Competitive pricing model
Brand Identification and Reach
Unparalleled service Already exists
Already exists
Will be taken care by Incom
Iksula’s Approach
The Message
Marketing Strategy
Marketing Strategy
1. Create awareness and Acquire customers
2. Reduce CPA and Increase LTV
Marketing Strategy
1. Create awareness and acquire customers
Phase 1
Search Engine Optimization
Page title
Keyword seededProduct content
H1 tag
Meta description
Alt Image tag
Standardized URL
Optimize website content to rank higher on SERPs
Search Engine Optimization
Advantages of implementing Schema
• Improvement in CTR of search results due to rich snippet
• Better interpretation of product page
• Common micro data format for all search engines
Schema standardization
Normal search result
Rich snippet result
WOM Marketing
Engage with Influencers A brand is no longer what we tell the customer it is - it is what influencers tell it is
- Scott Cook
Get Covered by Top Fashion Websites
Paid Marketing
Google Display Advertisements
Feature Status quo on All Popular Sites
Yebhi has a 12X stronger brand recall than Provogue
Paid MarketingFacebook Paid
Advertisements
Reach Your Exact Target Audience
Paid MarketingVideo Marketing
31.5 Million watch videos on YouTube everyday
Coverage on Youtube and Mobile
87.1 million users experience Internet on their smart phones
Mobile Marketing
Social Media
Social Media
Engage with Millions
8/10 purchase a product after interacting with the brand/product on social media
Marketing Strategy
2. Reduce CPA and Increase LTV
Phase 2
Conversion Rate Optimization
2 in 10 conversions do not take place due to incorrect element placement
Perform Heat map Analysis and Click Tracking to understand User Behavior
AnalyticsCreate a Holistic view of your business by turning customer interactions into Actionable insights.
Affiliate Marketing
40% of Amazon’s revenue is through Affiliate Marketing
Jabong receives 2000 orders/day just from affiliates
Gender & AgeCart
Abandonment
Category & Products Viewed
Time on site&
Pages /Visit
Device Type Used
Customize messaging to each of your remarketing lists
RemarketingBuild retargeting lists based on past interaction and show them targeted advertisements
Website
Social
CRM
Record Behavior
Retention Marketing
Record customer behavior via various sources
Retention Marketing
Website
Social
CRM
Who is the customer?
When should you contact the customer?
What content should the customer receive?
DetailsAnalyze behavior to identify engagement patterns
Analyze Behavior
Record Behavior
Remarketing
Send Highly Personalized Interactions
Product Recommendations
Push Notifications
SMS
Details
Website
Social
CRM
Analyze Behavior
Record Behavior
Who is the customer?
When should you contact the customer?
What content should the customer receive?
Retention Marketing
Use insights to generate personalized communication
Retention Marketing
Every 1 day Spend > 5mins on the
Angry Birds T-shirt category
but did not purchase
Wait for 2 days.
(Did not make a purchase)
Email with products in Angry
birds T-shirt category.
Made a purchase in
the last 5 days
Finish
Did not make a purchase in the last 5 days
Email with similar
products
Sample communication strategy
Sample emails for our Retention strategy
Marketing Strategy
1. Create awareness and Acquire customers
2. Reduce CPA and Increase LTV
Shopnineteen.com
Shopnineteen
Mission of nineteen: To bring Fun, Fashion and Affordability to all women who wish to remain ‘nineteen’ forever
1. www.shopnineteen.com was the first one in the country to launch video catalog for apparels for better understanding of fabric fit and fall.
2. shopnineteen is the first and only one to launch new collections comprising minimum 50 options every 15 days i.e. 7th and 21st.
What has Shopnineteen done till now
March April May June July August Sept Oct Nov Dec Jan Feb0
50000
100000
150000
200000
250000
300000
350000
400000
450000
804538350
143606112180
198241
299735
189185235204
289850320561
352504398501
Traffic
What has Shopnineteen done till now
March April May June July August Sept Oct Nov Dec Jan Feb0
1000
2000
3000
4000
5000
6000
7000
8000
111538
1589 1284
3480 3497
26503290
4890
62506780
7365
Orders
What has Shopnineteen done till now
March April May Jun July August Sept Oct Nov Dec Jan Feb0%
20%
40%
60%
80%
100%
120%
Paid Organic Referral/AffiliateSocial eMail Direct
Source wise order contribution
Cost of Acquisition
What has Shopnineteen done till now
March April May June July August Sept Oct Nov Dec Jan Feb0
10
20
30
40
50
60
70
80
90
65
75
85
55
45 4338
32 30 31 33 30
Spends in Lakhs
Zovi.com
Zovi
Mission of zovi: Want to educate people on the value chain of apparel, to make transparent where their money is being spent.
1. www.zovi.com was the first one in the country to launch an app to try clothes online - ZoviEye
2. Zovi has the most amazing web interface and boasts one of the highest conversion rates in its sector
What has Zovi done till now
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0
1000000
2000000
3000000
4000000
5000000
6000000
10469831461768
193606915426351341784
25418822949177
3440583
2749789
39787464296126
4917812
Traffic
What has Zovi done till now
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0
20000
40000
60000
80000
100000
120000
1421816847202171987421224
3994748618
6271154410
8629194171
107491
Orders
What has Zovi done till now
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%
20%
40%
60%
80%
100%
120%
Paid Organic Referral/AffiliateSocial eMail Direct
Source wise order contribution
Cost of Acquisition
What has Zovi done till now
March April May June July August Sept Oct Nov Dec Jan Feb0
50100150200250300350400450500
324
451412
359 380409 408 402
350375 389 401
Spends in Lakhs
FreeCultr.com
FreeCultr
Premium lifestyle apparels brand for men and women
FREECULTR defines a way of life. A way that is fluid. A way that is personal. A way that is our own. Gone are the days where style, fashion, moods, desires, personality need to be prescribed and followed. We are free to develop and choose our own path, our own style. This defines FREECULTR as a brand. FREECULTR was born out of the idea that simplicity is everything. Choice is freedom. Freedom is happiness. We have one simple goal - to deliver freedom to choose your own style.
What has FreeCultr done till now
March April May June July August Sept Oct Nov Dec Jan Feb0
20000
40000
60000
80000
100000
120000
140000
55665
8680575421
121041114547
8567495647
105457
8685698040
112046125797
Traffic
What has FreeCultr done till now
March April May June July August Sept Oct Nov Dec Jan Feb0
500
1000
1500
2000
2500
3000
3500
4000
4500
1113
19101584
30263436
2827
21042552
2171
3039
3585
4277
Orders
What has FreeCultr done till now
March April May Jun July August Sept Oct Nov Dec Jan Feb0%
20%
40%
60%
80%
100%
120%
Paid Organic Referral/AffiliateSocial eMail Direct
Source wise order contribution
Cost of Acquisition
What has FreeCultr done till now
March April May June July August Sept Oct Nov Dec Jan Feb05
101520253035404550
42
32
45
29 2831 29
3632
2926
19
Spends in Lakhs
Iksula Case Studies
Iksula’s expertise in SEO helped Croma optimize its content and significantly increase its keywords ranking
Croma
97%|Growth in Organic traffic in 6 months
46% |Increase in overall leads
20% |Reduction in CPL in 3 months
130%|Increase in conversion in 3 months
Iksula’s team of paid marketing experts optimized campaigns and helped Health Total increase their conversions
5089 |Total number participants
2085 |Tweets @ mentioning MAKEYOURMARK/PROVOGUE
19% |Increase in followers
1285 |Total number participants
8.9% |Increase in follow
May/13 Jun/13 Jul/13 Aug/13 Sep/13 Oct/13 Nov/130
200
400
600
800
1000
1200
1400
1600
1800
0
100
200
300
400
500
600
700
1137.69
1593.47
1180.68847.28000000
0001
352.03
443.84
358.7857 6954
186
552504
591
Cost/Conv (1 per click) Conv (1 per click)
293% | Increase in Return on advertising spend
70% |Reduction in Cost per Acquisition
163% |Increase in click through rate
75%|Increase in Orders from website
86%|Increase in Orders from mobile devices
1700+ |Total number of tweets on #BollywoodGoesProactiv
Two is better than 1!!#BollywoodGoesProactiv & Proactiv
trending at the same time
800+ |Tweets @ mentioning proactivindia
Marketing Budget
21%
9%
5%8%21%
11%
9%
SplitGoogle AdwordsSocial mediaSEOPRSocial media(Paid)AffiliateeMail MarketingVideoMobile
How much should you allocateStatus Quo should allocate 10% of overall revenue for online marketing
10%
Overall revenue
Marketing spends
DetailsMarketing spends Percentage of total spends Monthly(INR) Yearly(INR)
Google Adwords 21% 17,50,000 210,00,000Social media 9% 7,50,000 90,00,000SEO 5% 4,16,667 50,00,000PR 8% 6,66,667 80,00,000Social media(Paid) 21% 17,50,000 210,00,000Affiliate 11% 9,16,667 110,00,000eMail Marketing 9% 7,50,000 90,00,000Video 7% 5,83,333 70,00,000Mobile 9% 7,50,000 90,00,000Total 83,33,334 1000,00,000
Service fee Monthly Retainer(INR)
Iksula retainer 200,000 + 15% of spends
TimelinesActivities M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
Phase 1
SEO
WOM
Social media
Paid Marketing
Phase 2
Analytics
CRO
Remarketing
Affiliate
Retention
Terms
• Paid Marketing spends to be paid in advance• Iksula retainer is excluding service tax
Thank You
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