digital marketing demystified
DESCRIPTION
This presentation takes a user through the various elements of digital marketing and help him discover the media holistically. It outlines a methodology to put together a comprehensive digital strategy for businesses.This is a collateral to an event called "Digital Marketing Demystified", which is conducted by Abhishek Rungta for top management.TRANSCRIPT
![Page 1: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/1.jpg)
DIGITAL MARKETING DE-MYSTIFIED
ABHISHEK RUNGTA
FOUNDER & CEO – INDUS NET TECHNOLOGIES
21ST AUGUST 2015, KOLKATA– OBEROID GRAND
![Page 2: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/2.jpg)
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
![Page 3: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/3.jpg)
OBJECTIVESo 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!
![Page 4: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/4.jpg)
interactive
bigger
faster
engaging measurable
cheaper
WHY DIGITAL? BETTER ROI
![Page 5: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/5.jpg)
DIGITAL IS BIGo 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!
![Page 6: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/6.jpg)
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
![Page 7: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/7.jpg)
DIGITAL IS FASTERo Instant
o Contextual
o Rapid-fire A/B testing
o 24/7 in nature
o Intrusive (on all three screens)
![Page 8: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/8.jpg)
DIGITAL IS CHEAPERo Low cost of outreach due to lack
of physical distribution
o Extreme level of segmentation is possible, hence low waste
![Page 9: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/9.jpg)
DIGITAL IS ENGAGINGo 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.
![Page 10: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/10.jpg)
DIGITAL IS MEASURABLEo 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.
![Page 11: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/11.jpg)
WHAT IS BEING INVESTED IN?o Research
o Identification of needs, wants and prioritieso 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-commerceo Lead Generation
Lets Do!
![Page 12: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/12.jpg)
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
![Page 13: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/13.jpg)
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!
![Page 14: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/14.jpg)
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!
![Page 15: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/15.jpg)
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!
![Page 16: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/16.jpg)
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!
![Page 17: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/17.jpg)
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!
![Page 18: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/18.jpg)
PUTTING THE STRATEGY TOGETHER
![Page 19: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/19.jpg)
![Page 20: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/20.jpg)
![Page 21: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/21.jpg)
Marketing
Marketing
Sales
Sales
Traditional MarketingFunnel
Digital MarketingFunnel
In digital world, marketing dominates.Lets Do!
![Page 22: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/22.jpg)
THE PROBLEM IS..
The percentage of conversion from
Visitor, to engaged user to customer
equals1%-5%
The problem is that we are in too much of a hurry. We want to run through the channel instantly.
![Page 23: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/23.jpg)
SMALL MOVEMENTS
Most Desired Action- Lead- Sale- Subscribe to list- Social Engagement
Path of least resistance- Information- Research- Ideas- Help!
CONNECT CONVERT
Lets Do!
![Page 24: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/24.jpg)
ELEMENTS OF DIGITALListening, Research, Reputation
Management
Web & Mobile PresenceWebsite, Micro-sites,
Landing Pages, Mobile Websites, Mobile Apps,
Conversion Rate Optimization
Search MarketingOrganic (Google,
Bing), Paid (Google Ad Words)
Social Media MarketingFacebook, Twitter, YouTube,
LinkedIn, Pinterest, Instagram, WhatsApp, Co- Creation, Crowdsourcing
Content MarketingBlog, e-Books, Workbooks, Info-graphic, Video, Articles, Research, Visuals, Games,
Utility Mobile Apps
Display Marketing,Media Buying (Websites,
Social Media e.g. YouTube in-streaming, Mobile), Remarketing
Affiliate Marketing, Email Marketing,
SMS Marketing
![Page 25: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/25.jpg)
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)
![Page 26: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/26.jpg)
Reach
Connect
Engage
Convert
Web
?
?
?
?
Mobile
?
?
?
?
Social
?
?
?
?
OUR SOLUTION MATRIX!
Note: Engage = Consideration, Intent, Evaluation
Lets Do!And, then you can do cross-channel / omnichannel
![Page 27: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/27.jpg)
SETTING THE GROUND FIRST!
![Page 28: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/28.jpg)
WEBSITEo 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 e.g. SSL
o User friendly and accessible
o Be Responsive!
o Built-in SEO and analytics
![Page 29: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/29.jpg)
MICRO-SITEo 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
![Page 30: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/30.jpg)
LANDING PAGE
o Remove main navigation
o Consistent messaging
o Keep it crisp. Show benefits
o After signup? Offer Again!
o Short form. No “submit”
o Reduce Anxiety. Give Proof
o Enable social sharing
![Page 31: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/31.jpg)
MOBILE WEBSITEo 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
![Page 32: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/32.jpg)
CONV. RATE OPTIMIZATIONo Run A/A test before A/B 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
o Note of caution – Do not overdo (case study Zynga)
![Page 33: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/33.jpg)
MOBILE APPo 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 (hint, hint)
o It can be your way to his heart and mind (..through Eyes!)
o Differentiate through technology
![Page 34: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/34.jpg)
BEFORE WE JUMP..
Effectiveness (potential sales volume)
Inve
stm
ent (
reso
urce
nee
ded)
SEOLong Tail
AdWordsRemarketing
Facebook custom audiences
AdWordsGeneric
Social amplification
Media relatedPR
Influencer PR Integrated
contentcampaigns
Blog marketing
SponsoredTweets
FBX Retargeting
Facebook Promoted Posts
LinkedInPromoted Posts
Tip: Review Display Network andRemarketing options
AdWordsTail
AdWordsPLA
AdWordsMobile
(Enhanced campaigns)
SEOGeneric
![Page 35: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/35.jpg)
SEARCH MARKETING – BEING FOUND
![Page 36: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/36.jpg)
SEARCH MARKETINGo 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)
![Page 37: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/37.jpg)
SEARCH MARKETINGo 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 resultso 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!
![Page 38: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/38.jpg)
ORGANIC SEARCHo 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
![Page 39: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/39.jpg)
PAID SEARCHo 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
![Page 40: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/40.jpg)
THE SOCIAL WORLD
![Page 41: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/41.jpg)
SOCIAL MEDIA MARKETINGo 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”
![Page 42: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/42.jpg)
![Page 43: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/43.jpg)
![Page 44: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/44.jpg)
ContextObjectives,
metrics, workflow
ContentInteresting, Relevant
DiscussionTrack and
talk
CampaignSpecific
burst
CommunityInfluencersEvangelists
THE SOCIAL MEDIA PLAN
![Page 45: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/45.jpg)
CONTENT IS THE KING
LikingSharingAdvocac
y
EngagingInteresting Knowledge
EmotionalFun,
Connect
BrandReflection of brand,
Social Objective
![Page 46: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/46.jpg)
EMAIL MARKETINGo 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 spamo Design newsletters nicelyo Deliverability is the key (due to filters!)o Keep proof of opt-in / relationship (audit!)o WIIFM
![Page 47: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/47.jpg)
CONTENT MARKETING
![Page 48: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/48.jpg)
WHY CONTENT MARKETINGo 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
![Page 49: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/49.jpg)
![Page 50: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/50.jpg)
QUALITY OF CONTENT
ConsumptionAbsorption
Actionable
![Page 51: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/51.jpg)
EXECUTION TIPSo 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? ….
![Page 52: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/52.jpg)
![Page 53: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/53.jpg)
![Page 54: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/54.jpg)
![Page 55: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/55.jpg)
![Page 56: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/56.jpg)
DISPLAY MARKETINGo Gets you new users
o Visual, Attractive and Interactive
o Gets the brand out in the market
o However, expensive!
o Execution Notes:
o Go multi-channel - Websites, Social Media, Mobileo Choose the right sites to run the campaignso Keep the Most desired action = Low resistance actiono Do Re-targeting
![Page 57: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/57.jpg)
AFFILIATE MARKETINGo 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 / serviceso Partner recruitment is keyo Relationship management is critical / time taking
![Page 58: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/58.jpg)
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?
![Page 59: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/59.jpg)
MEASURING THE RESULTSo 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 / leado Pipelineo Level of engagement / brand advocacy / word of moutho Recall / brand awareness
o Define – How would you measure them? Did you had the baseline?
![Page 60: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/60.jpg)
FUTURE OF DIGITALo 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)
![Page 61: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/61.jpg)
FEW GROWTH HACKSo Reward users for referring
o PayPal, Hikeo Piggyback on existing user base of possible partners
o Grow with the growing media channels (YouTube)
o Ride the hype and context
o Do intelligent marketing automation
o Use social sign-on
o Reward at every step
o Mix things for better impact
![Page 62: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/62.jpg)
CASE STUDY CHECKLIST & Q/Ao My Burger Lab – The Black Burger
o SpiceJet – The Holi Dance
o Siddha - Technology as a differentiator
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 (determining optimum cost of acquiring a customer)
o Online Retail – Retargeting for Flash Sales
Question & Answers!
![Page 63: Digital Marketing Demystified](https://reader035.vdocument.in/reader035/viewer/2022062515/563dbb71550346aa9aad320d/html5/thumbnails/63.jpg)
CONTACT INFO
Abhishek Rungta
Indus Net Technologies
www.abhishekrungta.com
Twitter: @abhishekrungta
FB: /abhishekrungta
LinkedIn: www.linkedin.com/in/abhishekrungta
Mobile & SMS: +91 9831151614
Add for updates, tips, tools and ideas.