simplifying digital marketing
TRANSCRIPT
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Digital Marketing “Simplifying Digital Marketing”
Don’t get carried away
The good: 85% of all business managers have digital featuring in their marketing plan
The bad: 77% of marketers using digital media are unable to measure business impact (RoI)
The ugly: 93% of marketers have stagnating digital footprint with no gameplan
*CMO AXiS functional survey on digital marketing and business outcomes* Sample size : 260 respondents pan-India
Att
entio
n
To connect with the relevant stakeholders and get them to consume information
Am
plifi
catio
n
To engage with the stakeholders and get them to participate – respond, share, refer..
Act
ion
To influence the stakeholders towards specific desired action
Scope of digital
Getting started
• Identifying specific business objectives• Understanding the digital landscape• Selecting the right digital media tools• Monitoring and measurement
- Generate leads, Drive Sales- Increase Brand Awareness- Reach new customer segments- Drive customer engagement- Gain customer insights
Identify your objective
The Digital Landscape
Web, Mobile
email marketing
Blogs, Videos and Slideshare
Groups, communities
& Forums
Social Networking
Paid advertising
Existing/ prospective Employees
Investors
Customers & Prospects
Influencers – Analysts, Deal advisors, industry bodies, media
Others
Regulators, Statutory
Stakeholder ecosystem
Credits:Dave chaffey
Att
entio
n
Visits
Views/ opens
Followers
Fans
Subscribers
Mentions
Am
plifi
catio
nClicks
Shares
Comments
@replies
Reposts
Act
ion
Content downloads
Webinar attendees
Form fill up
Referrals
SALES, UPSELL/ CROSS SELL, REFERRAL BUSINESS
What Options Do I Have?
• “Rented”– Search: Google Ads, SEM– Targeted: Facebook Ads– Display: Banner Ads, Pre-roll videos– Sponsorship: Articles, Episodes – Promotional: Email, Mobile Ads
How do I target the right people?
Minimum Viable Audience
Choose One
• Fill a room with only 20 chairs, who would be there?
• Who do you want to have influence over?
• Who already aligns to your thinking?
• Who do you enjoy working with?
• Who do you already have the best relationship with?
• Which group do you dislike the most?
Questions to help
• http://bit.do/TiE-Digital-Marketing
What options should I consider?
• “Rented”– Search: Google Ads, SEM– Targeted: Facebook Ads– Display: Banner Ads, Pre-roll videos– Sponsorship: Articles, Episodes – Promotional: Email, Mobile Ads
What Options Do I Have?
What Options Do I Have?
• “Owned”– Membership Website– News Blog– Podcast– Webinar– Email Newsletters– Video Series
What Options Do I Have?
• “Earned”– PR– Social Media Sharing
Content Marketing
Building a stronger relationship with a targeted community by creating and
distributing consistent and highly useful content.
Best Practices for Content Marketing• Build Authority and Trust over time
• Stay in contact
• Have a two-way conversation
Get serious with your website & SEO
Network immensely
Adopt a constant communication approach
Generate - Curate Content
Use tools and monitor analytics
5 Tips to build/ grow your digital footprint
Website analyticsGoogle Analytics (free)Kissmetrics (paid)Hubspot (limited free)
Social Media AnalyticsFacebook / Twitter Insights (free)BufferSocialBro (limited free)Lithium
Social Listening and Scheduling ToolsHootsuite (limited free)TweetDeck (free)Followerwonk (limited free)
Social Targeting 4C insights
Email CampaignsMailchimp (limited free)SendBlaster (paid)
CRM AutomationLeadsquaredZoho (limited free)Salesforce (paid)
Toolkit
What'snext?
Free Content Marketing Course at:http://madrasmediamarketing.com