Digital Marketing
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Krishna Koppa
Digital Marketing
What is Digital Marketing?
Krishna Koppa
Digital Marketing
It is no different from Marketing
Krishna Koppa
Digital Marketing
It is Marketing in Digital Era
Krishna Koppa
Digital Marketing
Is it all about Digital technology ?
Krishna Koppa
Digital Marketing
It is all about knowing customers. More and More
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Digital Landscape Traditional Vs Digital Why DM? Digital Marketing Mix Building & Enhancing website
Digital Marketing Channels Hardware e-tools, Software e-tools SEO – Google/Yahoo Search Paid Vs Free SEO PPC
Data Analytics in DM
Social Media Marketing
Impact & measurement Elasticity of demand Big data analytical tools Google Analytics
SMM and its strategy FB, Twitter, LinkedIn, Yahoo etc Mobile Advertising /Marketing Mobile Apps, Gaming Cross media synergies
Krishna Koppa
Digital Marketing
Online Business Models Internet as revenue vehicle Crowd sourcing/Co creation E-Commerce B2B digital marketing E-payments, m-commerce
Krishna Koppa
Digital Marketing
Let us look at recent past
Krishna Koppa
Digital Marketing
• Instinct and familiarity drove sales • Purchasing was result of sentiment-backed guesswork • Advertising agencies used surveys and studies • GRPs (Gross rating points) • Advertising was a guess work….. Though it was smarter one • Did not know why it worked….. But it worked Krishna Koppa
Digital Marketing
• Big brands were on Top • Consumers had limited information • Brands got power to influence sentiments by garnering eyeballs & attention • Marketing was about pushing messages to consumers • Pushing through traditional media
Krishna Koppa
Digital Marketing
Old Marketing Paradigm
Clutter
Brand
Message
Consumer
Old Marketing Paradigm : Pushing messages through background clutter
Krishna Koppa
Digital Marketing
Let us look at the present
Krishna Koppa
Digital Marketing
• Lot of noise and information everywhere • Consumers have unlimited info • Consumers are evolving faster than Cos • • • •
IT has created bidirectional channels Some channels ‘pull’ information Message can be ‘pulled’ by customers Dissatisfaction of a customer in a Timbaktoo can be known to customers across world – in seconds
Krishna Koppa
Digital Marketing
“Brands are stripped of their Warm, Protective clothes They stand naked in the cold to be judged by the eyes of the world”
Krishna Koppa
Digital Marketing
But… When brands stand naked, customers can come to know well about brands Trust, Relations, Devotion develop deeper Krishna Koppa
Digital Marketing
Modern Digital Consumer Krishna Koppa
Digital Marketing
Modern Digital Consumer His name is John 35 Yrs, Male From, Newyork He spent $93 per month at this outlet 45% against clothing, 23% against sporting products 22% against personal care
At doors he gets Identified by his unique ID chip in his mobile Krishna Koppa
All Walmart Employees at this outlet have this information on POS Tablets They are ready to assist him !
Digital Marketing
Modern Digital Consumer
Earlier this week he had received an E-mail with 15% discount coupon on dental products as his purchase in this category had slowed down in last 2 months The message pops on his smartphone as a reminder along with Loyalty points A message / reminder pops up on his smartphone
Krishna Koppa
Digital Marketing
Modern Digital Consumer He remembers he had seen a TV commercial on this Oral-B toothbrush When he gets intrigued, he takes his Mobile and scans the barcode/QR code on the packaging.
John goes to tooth brush counter and new Oral-B toothbrush catches eye.
Krishna Koppa
Product pops up on his mobile - 240 review on the product - 3.2 out of 5 stars - Many customers talked about problems with Oral-B - The site offered other info on other tooth brushes - Philips Sonicare has got 4.4 stars out of 5 in reviews Digital Marketing
Modern Digital Consumer With the help of his smartphone social shopping app he finds -
John looks at another toothbrush Philips Sonicare
Krishna Koppa
Sonicare is Liked by 3,50,000 people on FB - Including some of his closest friends on FB - Some of them followed Sonicare on Twitter - Reviews appreciated Sonicare over Oral-B - Esp reviews from Dental Specialists He does a voice research on Google Finds Sonicare Website is the first link to be seen Paid ad of Sonicare offered a coupon Code !! Digital Marketing
Modern Digital Consumer
The story does not end here
John decides to purchase Philips Sonicare A brand he did not know much about Krishna Koppa
Digital Marketing
Modern Digital Consumer His shopping app indicates Price of Sonicare is - $12 cheaper in Amzon.com - $16 cheaper on ebay - Same price at Target store nearby -
Due to instant gratification seen in the product He puts the toothbrush in his cart
John visits shopping app
Krishna Koppa
Digital Marketing
Modern Digital Consumer
His smartphone gets a popup message on complementary offers offered on toothpaste -
Plus 10% off coupon if he buys them together
He follows similar process for all of his shopping ! As he continues walking Dental Counter, the smart cart identifies RFID tag of toothbrush Krishna Koppa
Digital Marketing
Modern Digital Consumer
He swipes his phone over scanner and make payments - Earns more store loyalty points
He uses his phone to make payments
Krishna Koppa
Digital Marketing
Modern Digital Consumer
Customers are evolving much faster than retail stores Single store implementing ‘all of these’ is very rare to find
Digital storefronts like Amazon, Flipkart etc are redefining customer web experience while shopping Krishna Koppa
Digital Marketing
Online Stores
DIGITAL MARKETING Express
Brick-and-mortar stores
Krishna Koppa
Digital Marketing
Fine line between online shopping and brick-andmortar shopping will blur….and eventually disappear ! Brand Loyalty Vs Brand Deal !! Past and Present scene : Brand Loyalty is a key ! Future scene : What is Brand Loyalty !!
Krishna Koppa
Digital Marketing
Earlier Consumer’s Decision Journey Brand loyalty
Desire to Purchase
Purchase Decision
Post-Purchase experience Krishna Koppa
Digital Marketing
New Consumer’s Decision Journey Non-Loyalty (research & shopping)
Critical Moment (ZMOT)
Quasi Loyalty
Desire to Purchase
Blind Brand loyalty
Purchase Decision
Post-Purchase experience Krishna Koppa
Digital Marketing
Factors that determine this Critical Moment are driven by . . DIGITAL MARKETING !!
Krishna Koppa
Digital Marketing
Old Marketing Paradigm
Clutter
Brand
Message
Consumer
Old Marketing Paradigm : Pushing messages through background clutter
Krishna Koppa
Digital Marketing
New Digital Marketing Paradigm Clutter Search Marketing
Brand
Msg
Digital Lens
Mobile Marketing
Social Media Websites
Msg
Msg
Consumer
Video Marketing Digital Storefronts Gamified Spaces
New Digital Marketing Paradigm : Marketing messages must be fragmented and fed in to digital channels to reach consumers at right moment Krishna Koppa
Digital Marketing
ZMOT : Critical moments
Krishna Koppa
Digital Marketing
Traditional Vs Digital Marketing
Krishna Koppa
Digital Marketing
Traditional Vs Digital Marketing
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Digital Marketing
Technology behind Digital Marketing Development of technology and Marketing Evolution are intertwined
Krishna Koppa
1
New Tech emerges and is initially the preserve of early adapters
2
Tech gains firm foothold in the market and starts becoming more popular, putting it on marketing radar
3
Innovative marketers jump to explore ways that harness power of this tech to connect with target audience
4
Tech migrates to the mainstream and is adapted into standard marketing practice
Digital Marketing
Technology behind Digital Marketing
These technologies have altered the Relationship between Marketers and Consumers But.. Marketing is not about technology Marketing is about people Technology becomes interesting to Marketers when It connects people with other people effectively Technology has the ability to open up completely new markets and completely shake up existing ones ! Krishna Koppa
Digital Marketing
Internet : Disruption or Opportunity?
Krishna Koppa
Digital Marketing
Internet : Disruption or Opportunity? Internet
DIGITAL TECHNOLOGY
Software applications that run on it Devices that allow people to connect to both network and each other
DIGITAL TECHNOLOGY is the single most disruptive development that has dwarfed all those that have come before it !
Krishna Koppa
Digital Marketing
Evolution of global network of people
“Highway of thought”
“Come here, I want to See You”
Telegram
Telephone
Abott: 1746 : Electric Shock for monks Joseph Henry : 1830 : Long Distance Bell Samuel Morse : 1842 : Morse Code 1850 : 12K + miles of lines in US
Alexander Graham Bell : 1877 Elisha Gray : Few hours earlier
Seed of Internet USSR’s Sputnik Launch : 1957 USA’s Advanced Research Project Agency (ARPA) : 1958 Krishna Koppa
Digital Marketing
Evolution of global network of people
“Precursor to Internet”
“Internet’s Killer Application”
ARPANET Joseph Carl: 1962 : Sown the seeds ARPANET : 1966 IBM and others were sceptical 46 institutes connected : 1974
E-Mail Timlinson : 1971 : 1st Email in ARPANET Birth of @ sign in mails !
INTERNET Vincent Cerf (father of Internet) : 1974 Now with Google ! TCP was first used Krishna Koppa
Digital Marketing
Evolution of global network of people
“Making Connections”
TRUE INTERNET
WEB
TCP/IP : 1983 1000 hosts : 1984 1,00,000 + hooked on to internet: 1989 .com : 1989
Tim Burners Lee : 1989 WWW : 1991 First web page : 1991
“Explosive”
WWW 850% growth between 1991 and 1997 18,957 users : 1995 3,42,081 : 1996 700 Mn : Now ! Krishna Koppa
Digital Marketing
Evolution of global network of people
“Midas Touch”
“Boom, Boom Bang!”
WWW
Dot.com burst
Silicon Valley was set up Amazon, Yahoo, eBay, Google
Similar to what happened to Radio, Telegraph, Telephones etc
“Back to Lost Glory”
Recovery Google search engines High Speed Internet
Krishna Koppa
Digital Marketing
How adoption of tech influences consumer behavior? 1
2 Interconnectivity
4
3 Tech is levelling the info playing field
Relevance filtering is increasing
5 Micropublishing of personal content is blossoming
Niche aggregation is growing
7
6 Rise of ‘Prosumer’
Krishna Koppa
On-demand; any time, any place, anywhere Digital Marketing
Some digital customers data
Krishna Koppa
Digital Marketing
Some digital customers data
Krishna Koppa
Digital Marketing
Some digital customers data
Krishna Koppa
Digital Marketing
Some digital customers data
Krishna Koppa
Digital Marketing
Some digital customers data
Krishna Koppa
Digital Marketing
Big Questions?
What is a digital marketing strategy and why do I need one? How do I know if digital marketing is right for my business?
How do I formulate a digital marketing strategy? Are my customers ready for digital marketing?
Krishna Koppa
Digital Marketing
To decide if my business needs Digital Marketing Strategy?
1
Krishna Koppa
Is my Audience online / is it going to be online?
Are my products /services /brands suited to digital marketing
2
Digital Marketing
Defining Digital Marketing Strategy
No ‘one-size-fits-all’ strategy Every company has to ‘bake’ its own strategy Ingredients remain same Results may vary
Best people to define digital marketing strategy are the ones who know business
Krishna Koppa
Digital Marketing
Components of Digital Marketing Strategy
Know your Customers Know what you want to achieve
Know how you are doing
Krishna Koppa
Know your Competiti on
Know your Business
Digital Marketing
Defining Digital Marketing Strategy?
Know your business
• • • • •
Is your business ready to embrace digital marketing? Are your products/services fit for online promotion? Do you have right tech/infra in place? Do those processes need to change? Are you and your employees ready to accommodate changes?
Krishna Koppa
Digital Marketing
Defining Digital Marketing Strategy?
Know your competition
• • • • • •
Who are your competitors in digital market place? Are they same as your off line competition? What re they doing right? – Emulate them What are they doing wrong? – Learn from them What are they not doing? – Opportunity for you Competition can come from around the globe!
Krishna Koppa
Digital Marketing
Defining Digital Marketing Strategy?
Know your customers
• • • • • •
Who are your customers? What do they need /want…especially from you? Are you servicing the same customers online? Or Targeting a new demography/segment all together? How does this target uses digital technology? How can you use this technology to engage such customers to build relations?
Krishna Koppa
Digital Marketing
Defining Digital Marketing Strategy?
Know what you want do?
• • • • • •
What you want to get out of digital marketing? Are you generating online sales? Or Create sources of targeted sales? Or Create brand awareness? Or Something else? Setting clear measurable, specific goals is the key
Krishna Koppa
Digital Marketing
Setting realistic goals is the key You must be a world’s great archer – but if no one gives you a target to aim at, What good will it do to you?
Krishna Koppa
Digital Marketing
Key traits of online customers
Key traits of Online customers Digital customers are comfortable with the medium
They want it all, They want it now
They are fickle. Brand Loyalty? Huh !!
Krishna Koppa
They are in Control.
They are vocal
Digital Marketing
Digital Marketing Mix PLACE
PRICE
Internet - through whatever source Other digital spaces of interaction and engagement
- Online and Offline - Website/SEO/PPC/Affiliate partnership/SM/E-mail/ Mobile/CRM/Content Mktg/Display media
PROMOTION
Krishna Koppa
Digital Marketing Mix
- Transparent, Competitive - Customer Value Proposition - Value for Money /Time - Others are waiting to highlight your prices online !
- Good offering with CVP Products that don’t fail - Customers can shout louder from a tallest building in cyberspace!
PRODUCT
Digital Marketing
WEBSITE Hub of your digital world
Krishna Koppa
Digital Marketing
Big Questions on Website? Why is website so important? How to build an effective website?
How to structure the information on the website? What is usability? And why one should care? Why are accessibility and web standards are important? What is responsive web design (RWD)?
How to create compelling web content?
Krishna Koppa
Digital Marketing
Website Mobiles / Smartphones
Connected Television
Computer screen
Website is a shop window to your digital window. It is a place of your business Website is a single piece of most valuable digital real-estate you won You can change anything and everything on website, It is yours !
Krishna Koppa
Digital Marketing
Website
Traffic Driver
To drive targeted traffic to site Online brochure To tell what you are
Krishna Koppa
OR
Conversion Engine
Converting traffic in to prospects and customers Traffic from all digital channels are converted in to tangible results Conversion goals are the key
Digital Marketing
Website – Conversion goals GOALS
Website acting as Conversion Engine
Direct : product information, online ordering, enquiry forms etc Indirect : brand and business information, building trust etc
GOALS Actual online purchase (sales transaction) Online enquiry (lead generation) Subscribing for your news letter (future marketing) etc Multiple, layered goals can be designed Primary, Secondary goals
Krishna Koppa
Digital Marketing
Building an effective web site Effective and Not just Successful. ie Tarffic driver Vs Conversion Engine
Effective website is convergence of business goals and customer wants
Effective website is convergence of business goals and customer wants
Krishna Koppa
Digital Marketing
Main steps in building an effective web site 1
2 Planning
3 Design
Development
4 Testing
5
6 Deployment
Krishna Koppa
Responsive Web Design (RWD)
Digital Marketing
Before you start this….. Know why you are building a website Building usability and accessibility in your website
Words make website tick. Always have list of target key words to optimize site Know your competition.. If max no. of your keywords are found there… They are your online competition Know your competition.. If max no. of your keywords are found there… They are your online competition
Krishna Koppa
Digital Marketing
While choosing domain name…. Make it catchy Use country specific TLD (Top Level Domain) You can buy multiple domain names to prevent others to register the same Consider different suffixes Keywords in a domain name can be beneficial
Krishna Koppa
Digital Marketing
Different types of hosting websites
Types of hosting websites Virtual dedicated hosting (Virtual Private Servers - VPS)
Shared Hosting accounts
Server Colocation
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Dedicated Hosting
Cloud-based hosting
Digital Marketing
Choosing a host company 1 Choose a host in the country where you target market lives : SE delivers local results based on host address
2 Make sure the host is reliable
3 What sort of support do they offers 4 Back up and disaster recovery 5 What do others think 6 Shop around Krishna Koppa
Digital Marketing
Choosing a Web designer 1 Look at their own website
2 Examine their portfolio 3 Ask their customers for recommendations
4 What is their online reputation 5 Are they designing sites to be found 6 Do they adhere to web standards Krishna Koppa
Digital Marketing
Arranging information in Website Define your content structure:
Start with your keywords : Decides content and search terms to rank high on SERPs
• Usability • Visibility • Rank in SERPs • Potential to convert traffic
Themes, Categories & subcategories, Summary to details
Your Homepage: Imp but lease useful. Deeper pages are better than Homepage for ‘search’ users
Krishna Koppa
Digital Marketing
Writing effective web content
1 Grab attention : Point from the start 2 Make it scannable : No uninterrupted text 3 Make it original : Unique, Original, Engaging users, Relevant
4 Use the inverted pyramid : Main first, details later…decreasing importance
5 Be consistent : Simple, Easy to ready, Consistent
6 Engage with your reader : Talking to an individual and not an audience !
Krishna Koppa
Digital Marketing
Dozen mistakes you must avoid in web design
1
Design does not speak for itself
7
User filtration : membership, CAPTCHA, registration, link to FB or Google a/c
2
Noisy, Unorganized visuals
8
Unreachable contacts
3
Design manipulates /prohibits users from spontaneity
3
Designs that will work only when…
4
Unclear /broken navigation & structure
4
Using splash pages : barrier to SEO results
5
Confusing & misleading links
5
Old design and content
6
Long pages : length (horizontal or vertical) and time
6
No further analytics
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Website – Hub of digital world
Blog
Google+
Youtube
Website Twitter
LinkedIn
Facebook
Peripheral networks may change but the structure remains same Krishna Koppa
Digital Marketing
Website and SEO
“Provide high quality content on your pages, especially your homepage. This is the single most important thing to do” - Google
Krishna Koppa
Digital Marketing
Website and SEO 1 Create link worthy content : Expert content only you can write
2 Invite Social sharing : Make it easy to share the content
3 Have a focus keyword for
each page: For better SERP ranking
6 Create Meta-tags & meta-
description : find SEO plugins 7 Let keyword density develop
naturally: Keep focus on content 8 Develop alternate text for
images: SEs see images in terms of texts
4 Use clear Web address: Use keywords here too
5 Have keywords in title of the
9 Link social assets: Make sure there is free flow of traffic from website and the social assets
page: in first four words Krishna Koppa
Digital Marketing
What Are Meta Tags? Meta tags are snippets of text that describe a page’s content; the meta tags don’t appear on the page itself, but only in the page’s code. We all know tags from blog culture, and meta tags are more or less the same thing, little content descriptors that help tell search engines what a web page is about.
Krishna Koppa
Digital Marketing
Some types of Meta Tags • Meta Keywords Attribute - A series of keywords you deem relevant to the page in question. Are abused much. Google does not use these now in its algorithm
• Title Tag - This is the text you'll see at the top of your browser. Search engines view this text as the "title" of your page. Too important and used much now a days • Meta Description Attribute - A brief description of the page.
Krishna Koppa
Digital Marketing
Website – Personalization for effective content strategy One can know personal details of the visitor of the site • Geographical location of the person • Device and browser they are accessing the site with • The operating system of the device used to access site • The website the person was referred from • How the person has interacted with your website in the past
Krishna Koppa
Digital Marketing
Other Tools for Success
Driving success with Landing pages and PPC
Krishna Koppa
• Not appropriate for all websites • Landing pages with small PPC campaigns • Landing pages are different from other web pages • User visit this page as ‘destination’ from some other offer or CTA (call to action) • Landing page has limited offnavigation : Many inlets but not more than one outlet
Digital Marketing
Other Tools for Success
Remarketing
Krishna Koppa
• If the users does not see interest in a page, they ‘bounce’ • A bounce rate is when someone hits the page and ‘bounces’ before performing any action on the page • Google AdWords and AdRoll are a great way to increase exposure and conversions by displaying image ads to visitors to the landing page
Digital Marketing
Other Tools for Success
Tactics for conversion
Few CTAs (conversion goals) on landing page • Include ‘premium content’ on your website that is available to registered members • Create a content that can be sent to users via a e-mail • Create compelling CTA – like free service, free consultancy, discount coupon etc.
Krishna Koppa
Digital Marketing
Other Tools for Success
Measurement and Analytics
Measuring traffic against your conversion goals is an imp task • Applying the knowledge gained from analysis and making changes in website • • • •
Google Analytics Mint KISSmetrics Mixapanel
• A/B testing • Control page and Challenge page Krishna Koppa
Digital Marketing
Other Tools for Success Behavioral Aanlytics Measurement and Analytics
Krishna Koppa
• Real-Time Visitor Reporting • Woopra : an application used to see real-time visitors by location, referral source, top page, recurring visitors • Clicky Web Analytics • Google Analytics • Visitor visualization • Crazyegg : Just like heat maps. One can know where user is clicking on the page • ClickTale : Incl Mouse movements ! Digital Marketing
Vs
Krishna Koppa
Digital Marketing
PPC (Pay Per Click)
is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked.
It is defined simply as “the amount spent to get an advertisement clicked” It is also called as CPC (cost per click) PPC displays “Advertisements” also known as “Banner Ads” More popular the keywords are, More costly PPC is
Krishna Koppa
Digital Marketing
PPC
Krishna Koppa
Digital Marketing
PPC leading to Call To Action site and not increasing traffic to homepage/ just one site
Krishna Koppa
Digital Marketing
Search Engines SEO /SEM
Krishna Koppa
Digital Marketing
SEO
Learning Objectives • Are customers finding you? Why search is so important? • What is Search Engine? SEO? • How huge it is? • Is it SEO or Optimizing your site for Search • SEM and SEO • What is black-hat SEO and how to avoid it?
Krishna Koppa
Digital Marketing
SEO
Search or Social Media
Which one is a Winner ? Krishna Koppa
Digital Marketing
SEO /SEM : Are they still holy grail for Marketers? • Earlier, it was Search. Search. Search! • Social Media peeping in to compete • Growth of mobiles shifted limelight from SEO to SM
• In 2010, More FB visitors than Google !! • In 2013, Organic search traffic dropped by 6% while social referrals doubled !
Is ‘Search’ loosing sheen? Krishna Koppa
Digital Marketing
SEO /SEM : Are they still holy grail for Marketers? • Getting volume of traffic is just a part of job!
What is more Important and needed is…… Getting right targeted audience is more imp Getting your information in front of highly targeted audience is more imp – precisely at the moment when they are needing it! Getting Conversions is more important Krishna Koppa
Digital Marketing
Website – Hub of digital world
Blog
Google+
A virtual, global shopping place, Youtube
Website Twitter
LinkedIn
Facebook
Krishna Koppa
Place of transactions
Place of interactions/engage ment Real Business/Real People/Real Time
Digital Marketing
Why ‘SEARCH’? • Customer randomly choosing your website. What is the possibility?
Unless they know, learn about your site…they don’t visit
By word of mouth (online/offline), Traditional advertising Following a link from another site Clicking on link on SERP
Krishna Koppa
Digital Marketing
Why ‘SEARCH’?
• Popular sites (and specific, niche sites) can be remembered and accessed directly / social media • Or mobile apps
• For all other sites? Customer obviously can not remember URL of all other sites !!
Customer finds Search Engine as a savior
Krishna Koppa
Digital Marketing
Search Engine Industry • Search Engine Industry – is still in early stages of growth! • Billions of pages get searched by engines • Yahoo!, Bing, Ask and Google • Google, started in 1998, lot of miles ahead of others! The industry is growing but evolving. Digital marketers need to learn to shoot at moving target.
SEO is mix of several factors • Quality of site’s architecture, content, influence of other web sites, social channels, endorsements,
Krishna Koppa
Digital Marketing
Search Engine Industry
In 2013, no of searches per month in US were equal to 2.5 times population of the earth Trends across other countries are no way different ! Krishna Koppa
Digital Marketing
Search Engine Industry – few imp points to know • 70%-80% of the users ignore paid ads. Instead they focus on organic search results • 75% of the users don’t even go past first page • Companies that blog have 400% more indexed pages • More indexed pages mean more leads • SEO leads have high conversion close rates. 14.6% closure rates as compared to 2% of direct marketing 18% of the clicks take the site to #1 position pon Google search page. 10% to #2 position and 7% to #3 position
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
How Search Engines work?
How do search engines work? Why should a marketer know it? Is it not too technical? Is it Search Engine Optimization? Or Optimizing your site for Search? Krishna Koppa
Digital Marketing
How Search Engines work? Mission of Search Engines
Timely Results
Relevant Results
High Quality Results
Krishna Koppa
Reason of existence of any Search Engine
Digital Marketing
How Search Engines work? Search Engines : Their goals
Better experience of the user, Better the reputation of the Search Engine
Krishna Koppa
More the Users, More advertisers, More Revenues
Digital Marketing
How Search Engines work?
SEM
SEO Krishna Koppa
Digital Marketing
SEO
Optimizing the site for search engines
Krishna Koppa
Digital Marketing
Optimizing your site for the engines • SEO is not a rocket science • It is Simple….But not easy • Just understand why a site comes in top in ranking and then replicate and join the list ! Some tips • Google Webmaster Central •
http://www.google.com/webmasters
• Bing Webmaster Tools •
http://www.bing.com/toolbox/webmaster
• Yahoo! Web publishing Tools • Krishna Koppa
http://www.tools.search.yahoo.com/about/ forsiteowners.html Digital Marketing
Steps in Optimizing your site for the engines 1. Make your site easy to crawl 2. Words are the foundations for SEO 3. Choosing effective keywords 4. Analyze the competition 5. What to do with Keyword List? 6. Long-tail Vs Short-tail keywords 7. Focus on one page at a time 8. Give each page a unique theme 9. Choose your page titles carefully 10.Give each page a unique meta description 11.Make navigation easy for users and search engines 12.Tag visual content for search engines 13.Enhance Search Engine listings 14.Content and the search engine 15.Keywords in content 16.Links – second only to content 17.Submitting your site URL and sitemap to search engines 18.Local SEO 19.Start All over Again !! Krishna Koppa
Digital Marketing
Optimizing your site for the engines 1 Make your site easy to crawl
• Least difficult for engines to index your website • Site must not present hurdles to search engine spiders • Spiders are interested in text, text, text and not images/animation • Each page to be visited by a simple text based hyperlink • ‘Window dressing’ is important but not too that extent that your site discourages spiders to crawl on you !
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 1 Make your site easy to crawl
Spider Traps : Avoid these
All Flash Website
JavaScript Navigation
Frames
Image maps and other non-text navigation
Dynamically generated pages
AJAX
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 2 Words are the foundations of SEO
• You must know what ‘key words’ that are being typed by users • Search engines understand meaning of keywords…. Context of search and semantic search
• Just focusing on meaning of keywords : May not help. This kind of searching is declining
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 3 Choosing effective keywords
• Know your target market /audience very very well • Put yourself in their shoes! • Play around ‘Seed’ Keywords and find combination of search terms and find results • Understand why some sites are on the top on these ‘keywords’… Analyze them ! • Some tools for keywords suggestions • • • •
Krishna Koppa
Google Adwords : http://bit.ly/GoogKWTool SEO Book : http://bit/ly/UDMSEOBook Trellian’s : http://bit.ly/KWDiscovery Or just go and search in the engine !!
Digital Marketing
Optimizing your site for the engines 3 Analyze the competition
• There are tools that give you ‘keyword’ wise competition list …Sites being ranked well on such words • www.SEOtoolset.com or
www.compete.com
• Get target audience in a group and brainstorm
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 5 What to do with Keywords List?
• Narrow it to more manageable size : based on money, time, other resources capabilities • Avoid general keyword : You will find yourself in a jungle ! • Balance between ‘Keyword Search Volume’ and ‘Keyword Specificity’ that would drive targeted market towards you
• Keywords must ideally be ‘2-3 words long’ !!
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 6 Long-tail Vs Short-tail keywords
• Short-tail keywords = high tarfficked • Long-tail keywords = low trafficked ‘hotel’ or ‘cheap hotel’ or ‘hotel in Bangalore’
Vs ‘Cheap hotel in central Bangalore’ Phrases must satisfy 1. Volume : No of people using the term to search 2. Competitiveness and Relevance 3. Profitability : based on products/services with best margin
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 7 Focus on one page at a time
• Is it Site Optimization or ‘Page optimization’? • New pages get created to Use the chosen keywords
• Search engine does not present site to user…It presents a page ! • Each page to have different keyword to reflect the content of the page • Isolate important keywords in the market and create individual pages with unique, relevant and small number of keywords
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 8 Give each page a unique theme
• Give uniqueness to each page • Home page, product page, services page, etc • Optimization becomes more specific
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 9 Chose your page titles carefully
• HTML tag that lives in the heading of the web page • = ‘clickable’ blue ink title what search engines show to users in SERPs This is very important for following reasons • Search engines use this factor to rank your page • This is the first glimpse the user see !
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 10
Give each page Meta-description • HTML tag = invisible to user but visible to search engines Search engines using meta tags is very inconsistent…. Not much useful yet not at all a problem !
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 11
Make navigation easy for visitors and search engines • Search engines use Site Structure to decide on relative importance of pages • Sites linked to main page are important • Deeper (secondary and tertiary pages are less relevant) • Words used in Navigation are also keywords! • So, use specific terms and not general terms for navigation • Ex : don’t use ‘product’ or ‘services’
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 12
Tag Visual content for Search Engines • Tag the images • One can use ALT description to images and captions
Engines are becoming much better in identifying images now a days.
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 13
Enhance Search Engine Listings • Data Markup = way of providing additional meaning and context to the search engines about the content of the page • Eg : Reviews, Star ratings, Dates, Events, etc…. • The data within the site can be tagged • www.schema.org
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 14
Content - the most important thing on your web site • Content is the reason why users want to visit a site • Content = All of the text (what spiders see) + visuals, animation, videos, banners, graphics (what spiders don’t see)
• Content is written for human audience and not search engine spiders • Human Audience first and then spider friendly ! • What a web content should be : is already covered in last chapter
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 15
Content and the search engines • Search engines are becoming smarter • They, no more, rely on meta-tag searches • They look at analyze and interpret content
• 2 things are most important • Relevance of the content • Authority (originality) of the content
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 16
Keywords in Content • Balance between Keywords and Content ! • Write the content for users – keeping keyword in mind for each page • Do not worry much ! • Search Engines have started understanding semantic relations between words, phrases, context of search by user • Leave the work to Search Engines. They are smarter now!
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 17
Links – only second to content • Nothing is better than having high quality inbound links to the website • If you have great content – you can attract inbound links from ‘authority’ websites or other links • Piggy ride on websites with high impact
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 18
Links – only second to content • Nothing is better than having high quality inbound links to the website • If you have great content – you can attract inbound links from ‘authority’ websites or other links • Piggy ride on websites with high impact
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 16
Links – only second to content
Why links are so important • Search engines try to fulfil user’s search request • To decide which pages in their index are relevant • Then, rank the pages in terms of quality and importance
• Search engines, unlike humans, can not understand quality of pages !! • Thus, engines have to settle for other criteria • Quantity and quality of references – or links- to rank that page • Each link is a vote of confidence • Boosts overall rankings in SERPs
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 16
Links – only second to content
Role of internal and external links • External links : links that reside on your pages but do not belong to domain = links from other website • External links give boost to ranking in SERPs
• Internal links : links that reside on your pages and belong to your domain = links from your own website • Best way of ‘distributing’ the authority accrued by your more popular pages to other pages you want to rank for
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 16
Links – only second to content
How to get good links? • Linking just for sake of getting ranked? : Risky and may get black listed by engines !! Getting high quality links through ethical means 1. 2. 3. 4. 5. 6. 7. 8. 9.
Generate valuable content that others want to link to Let people know your site is out there : Blogs, promotion, email listings etc Create your own blog Network, network, network ! Ask the people who are linked to your competitors : SearchMetrics, LinkDex etc Encourage links within content and with descriptive anchor text Submit your site to high-quality directories : www.dmoz.com, dir.yahoo.com Use link bait Offer to swap links with a select few relevant, high quality sites
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 17
Submitting your site URL and sitemap • Not necessary anymore, if you have followed earlier 18 steps ! • Spiders can easily find you • However, no harm in submitting your site and site map to engines • May not improve your rankings but help engine spiders crawl effectively and indexing is done faster • Sitemap protocol was introduced by Google in 2005
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 18
Local SEO • If you are getting all of your customers locally, you must consider local SEO
Important tips 1. For local SEO, create a local profile on Google 2. NAP citations : Name, Address, Phone number 3. Lots of reviews : Preferably good ones
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 19
Start all over again ! • All 18 steps over... Job done in optimization? NO ! Measure
Refine
Monitor
• Optimization is dynamic, iterative, ongoing process
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 19
Start all over again ! • http://bit.ly/UDMSEOBook : for best SEO resources
Krishna Koppa
Digital Marketing
Search Engine in Digital Marketing
Krishna Koppa
Organic results
Paid results
SEO – Search Engine Optimization
SEM – Search Engine Marketing
Digital Marketing
How Search Engines work?
SEM
SEO Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing
SEM – Search Engine Marketing
Krishna Koppa
Advertising on Search engine
Digital Marketing
SEM – Search Engine Marketing
What is SEM?
Krishna Koppa
How does SEM work?
How to use
Why use
SEM?
SEM?
Digital Marketing
SEM – Search Engine Marketing SEM is a Paid-Search is nothing but advertising on search engine. You pay search engines (Google/Bing etc) for the privilege of getting searchers to click on your advertisements to come to your website
= PPC : Pay Per Click = CPC : Cost Per Click
= CPM : Cost Per Thousand
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing • When a searcher enters a query, engine returns Organic results • It also determines which ads to show that are relevant These ads may sit adjacent to or above the organic results They used to be text-based ads…Now, may come with enhanced listings with images, and other data They may include Price, product details etc
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing
PPC keywords are bid on by advertisers in an auction style Higher the bid, higher is the placement in SERPs and visibility of the ad ‘Quality Quotient’ is also used to place ads. : Quality of PPC content and Quality of landing page (Eg : google AdWords’ Quality Score) ‘CTR – Click through rate : Popularity of the ad, How many Clicks an ad gets? Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing
Many reasons to use SEM.
1
2
Generate traffic while waiting for your SEO to kick in with organic results Highly Targeted ads means a better chance of conversions - you pay only when targeted customer clicks ! - Geographical targeting made easy - Higher ROI for investment
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing
Many reasons to use SEM. - Other benefits of using SEM 1. 2. 3. 4.
Full financial control Full editorial control – over every aspect of campaign Testing, tracking and tweaking on the fly (CTR comparisons) Improve your reach : different keywords mean different targets 5. Transcend the boundaries of SERPs : Not just on Engines’ websites, but also on their affiliate pages (Eg : Google and Gmail) Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing
How to get started and make best use of SEM? - Automated wizards of engines have made it easy to register for SEM (may take max 30 minutes!)
1.
Choose your keywords wisely (Different Keywords : Brand / Product Specific, Generic /Long-tail / misspellings / Negative keywords)
2. Match Types (Match types may affect CPCs and quality score) 3.
Important points to keep in view (Optimizing your ads, Converting customers, Measure everything and test)
4. Understand downsides of SEM (Very few but biggest downside is increasing cost of PPC due to increased number of companies going for SEM and plethora of keywords) Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing 1.
A
B
C
D
E
F
Choose your keywords wisely
Brand keywords : They may include variations Eg : Sony, Sony Electronics, Product Specific keywords : Eg : Television, Walkman, Curved TV etc Generic Keywords : Eg : TV, Company, Japan, LED, LCD, Service Log-tail Keywords : Eg : Best TV in the world, Innovation in Electronics etc Misspellings: Eg : Televesion, Sony expeeria, etc : Less expensive PPC Negative keywords: Eg : Caribbean Cruise or Star Cruise (Do add –Tom to avoid being shown when Top Cruise is searched)
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing 2. Match Types (Match types may affect CPCs and quality score)
A
Exact Match
B
Phrase Match
C
Broad Match
D
Broad Match modifier
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing Exact Match Keyword
Ads may show on searches for Ads won't show on searches for buy men's garments
men's garments men's garments
Phrase Match Keyword
men’s garments on sale
mans’ garments
looking for men's garments
Ads may show on searches for Ads won't show on searches for
men's garments
Broad Match Keyword
men's garments
Male’s garments
man's garments
Man’s formal garments
buy men's garments
Male’s casual garments
Ads may show on searches for garments for males
men's garments
apparels for men looking for used clothing for men
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing 3.
A
B
C
Important points to keep in view (Optimizing your ads, Converting customers, Measure everything and test)
Optimizing your ads • Be specific, Must entice searchers to click,,,and buy !! Else waste of money Converting clicks to customers: • Convert prospects to paying customers • Don’t direct clicks to homepage… instead direct them to CTA (click to action) page or a landing page • Lower or nil conversions mean just clicks and traffic…and waste of money Measure everything and Test Start small Track the campaign carefully Try different ad combinations, different landing pages, different keywords, Measure how changes impact CTR, Conversion rates and Cost per conversion
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated by an advertisement. The basic formula is: Pay-per-click ($) =
Advertising cost ($) Ads clicked (nos)
Flat-rate PPC In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for each click. The flat-rate model is particularly common to comparison shopping engines, which typically publish rate cards
Bid based PPC The advertiser signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher or, more commonly, an advertising network.
Each advertiser informs the host of the maximum amount that he or she is willing to pay for a given ad spot (often based on a keyword
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing Top 10 tips for SEM success 1. 2.
Define goals and objectives Target your search account to your website : create individual ad groups around products you have pages for 3. Keep relevant keywords – unique and minimum 4. Write creative for each ad group and run 3-4 variations to test which works better 5. Think carefully about match types.. Not necessarily broad options work always ! 6. Include as many as negative keywords 7. Decide if to do in-house or through an agency 8. Focus on ‘Quality Score’ and user experience 9. Keep closer eye on competition and search landscape 10. Optimize your website and accounts continuously…
Krishna Koppa
Digital Marketing
Integrating SEO and SEM
SEO
Effective in Log-term Low cost acquisition model • SEO to be used to get clarity on targeting terms of SEO strategy
Krishna Koppa
SEM
Increase Conversion Rates
Instant gratification • Google does not allow keyword tracking analytics. So PPC is helpful in creating keywords for SEO • Best for testing CTR • Helps in reducing bouncing rates and increases Quality Score
Digital Marketing
Search Engine in Digital Marketing
Krishna Koppa
Organic results
Paid results
SEO – Search Engine Optimization
SEM – Search Engine Marketing
Digital Marketing
How Search Engines work?
SEM
SEO Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing
SEM – Search Engine Marketing
Krishna Koppa
Advertising on Search engine
Digital Marketing
What is SEM?
Krishna Koppa
How does SEM work?
How to use
Why use
SEM?
SEM?
Digital Marketing
SEM is a Paid-Search is nothing but advertising on search engine. You pay search engines (Google/Bing etc) for the privilege of getting searchers to click on your advertisements to come to your website
= PPC : Pay Per Click = CPC : Cost Per Click
= CPM : Cost Per Thousand
Krishna Koppa
Digital Marketing
• When a searcher enters a query, engine returns Organic results • It also determines which ads to show that are relevant These ads may sit adjacent to or above the organic results They used to be text-based ads…Now, may come with enhanced listings with images, and other data They may include Price, product details etc
Krishna Koppa
Digital Marketing
PPC keywords are bid on by advertisers in an auction style Higher the bid, higher is the placement in SERPs and visibility of the ad ‘Quality Quotient’ is also used to place ads. : Quality of PPC content and Quality of landing page (Eg : google AdWords’ Quality Score) ‘CTR – Click through rate : Popularity of the ad, How many Clicks an ad gets? Krishna Koppa
Digital Marketing
Many reasons to use SEM.
1
2
Generate traffic while waiting for your SEO to kick in with organic results Highly Targeted ads means a better chance of conversions - you pay only when targeted customer clicks ! - Geographical targeting made easy - Higher ROI for investment
Krishna Koppa
Digital Marketing
Many reasons to use SEM. - Other benefits of using SEM 1. 2. 3. 4.
Full financial control Full editorial control – over every aspect of campaign Testing, tracking and tweaking on the fly (CTR comparisons) Improve your reach : different keywords mean different targets 5. Transcend the boundaries of SERPs : Not just on Engines’ websites, but also on their affiliate pages (Eg : Google and Gmail) Krishna Koppa
Digital Marketing
How to get started and make best use of SEM? - Automated wizards of engines have made it easy to register for SEM (may take max 30 minutes!)
1.
Choose your keywords wisely (Different Keywords : Brand / Product Specific, Generic /Long-tail / misspellings / Negative keywords)
2. Match Types (Match types may affect CPCs and quality score) 3.
Important points to keep in view (Optimizing your ads, Converting customers, Measure everything and test)
4. Understand downsides of SEM (Very few but biggest downside is increasing cost of PPC due to increased number of companies going for SEM and plethora of keywords) Krishna Koppa
Digital Marketing
1.
A
B
C
D
E
F
Choose your keywords wisely
Brand keywords : They may include variations Eg : Sony, Sony Electronics, Product Specific keywords : Eg : Television, Walkman, Curved TV etc Generic Keywords : Eg : TV, Company, Japan, LED, LCD, Service Log-tail Keywords : Eg : Best TV in the world, Innovation in Electronics etc Misspellings: Eg : Televesion, Sony expeeria, etc : Less expensive PPC Negative keywords: Eg : Caribbean Cruise or Star Cruise (Do add –Tom to avoid being shown when Top Cruise is searched)
Krishna Koppa
Digital Marketing
2. Match Types (Match types may affect CPCs and quality score) A
Exact Match
B
Phrase Match
C
Broad Match
D
Broad Match modifier
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing Exact Match Keyword
Ads may show on searches for Ads won't show on searches for buy men's garments
men's garments men's garments
Phrase Match Keyword
men’s garments on sale
mans’ garments
looking for men's garments
Ads may show on searches for Ads won't show on searches for
men's garments
Broad Match Keyword
men's garments
Male’s garments
man's garments
Man’s formal garments
buy men's garments
Male’s casual garments
Ads may show on searches for garments for males
men's garments
apparels for men looking for used clothing for men
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing 3.
A
B
C
Important points to keep in view (Optimizing your ads, Converting customers, Measure everything and test)
Optimizing your ads • Be specific, Must entice searchers to click,,,and buy !! Else waste of money Converting clicks to customers: • Convert prospects to paying customers • Don’t direct clicks to homepage… instead direct them to CTA (click to action) page or a landing page • Lower or nil conversions mean just clicks and traffic…and waste of money Measure everything and Test Start small Track the campaign carefully Try different ad combinations, different landing pages, different keywords, Measure how changes impact CTR, Conversion rates and Cost per conversion
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated by an advertisement. The basic formula is: Pay-per-click ($) =
Advertising cost ($) Ads clicked (nos)
Flat-rate PPC In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for each click. The flat-rate model is particularly common to comparison shopping engines, which typically publish rate cards
Bid based PPC The advertiser signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher or, more commonly, an advertising network.
Each advertiser informs the host of the maximum amount that he or she is willing to pay for a given ad spot (often based on a keyword
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing Top 10 tips for SEM success 1. 2.
Define goals and objectives Target your search account to your website : create individual ad groups around products you have pages for 3. Keep relevant keywords – unique and minimum 4. Write creative for each ad group and run 3-4 variations to test which works better 5. Think carefully about match types.. Not necessarily broad options work always ! 6. Include as many as negative keywords 7. Decide if to do in-house or through an agency 8. Focus on ‘Quality Score’ and user experience 9. Keep closer eye on competition and search landscape 10. Optimize your website and accounts continuously…
Krishna Koppa
Digital Marketing
Integrating SEO and SEM
SEO
Effective in Log-term Low cost acquisition model • SEO to be used to get clarity on targeting terms of SEO strategy
Krishna Koppa
SEM
Increase Conversion Rates
Instant gratification • Google does not allow keyword tracking analytics. So PPC is helpful in creating keywords for SEO • Best for testing CTR • Helps in reducing bouncing rates and increases Quality Score
Digital Marketing
Social Media
Krishna Koppa
Digital Marketing
Social Media – What will we study?
What do we mean by Social Media?
What are rules of SM engagement?
How can customer inputs help you to do business effectively?
Krishna Koppa
How is it changing Digital Marketing landscape?
Why should you get involved?
How can you harness power of SM to reach and engage customers?
Digital Marketing
Social media is fusion of Sociology and Technology
Need to interact with others is hard-coded in our DNA !
Krishna Koppa
Digital Marketing
Social Media – What is it? Social media is the umbrella term for web-based software and services that allow users to come together online and exchange, discuss, communicate and participate in any form of social interaction
Social media or Web 2.0 is any web-based environment that allows users to easily create, publish and share content. The User is able to control the data, to create modify, discuss an share internet content.
Krishna Koppa
Digital Marketing
What does it include?
Krishna Koppa
Digital Marketing
Social Media – What does it involve? The interactions may include Text, Audio, Images, Video and other media – individually or in any combination It can involve generation of new content or /and recommendations/sharing of existing content Review and rating of products, services, brands
Discussing hot topics of the day Pursuing hobbies, passions and interests Sharing of experience and expertise Almost Anything that can be distributed through digital channels Krishna Koppa
Digital Marketing
Social Media – Is it New?.... Not really ! Some older Social mediaevolution immediately after Internet Innovation
Dial-in-bulletin board services (DBBS) Online Communities like Compuserve, Prodigy – allowed to post
Designed for Innovators and Early Adapters
messages
Remember ‘Chasm’?
Usernet Groups (early online discussion groups) IRC (Internet relay Chats) brought in realtime chat : Yahoo Chats Discussion rooms Krishna Koppa
Digital Marketing
Social Media – A critical media today Today’s Social Media for Marketers
It is Naturally Compelling : We are biologically programmed to be social
SM is nothing to be afraid of : Rules are dictated by consumers and not marketers
Krishna Koppa
Make or Break Dilemma ! Consumers can talk positively as well as negatively – that to faster, spreading the sharing like a wild-fire. You cant control this open conversation ! But, SM is actually all about it – people talking, sharing, connecting with people
Digital Marketing
Why it is good for marketers to get involved in SM?
People are talking about you, whether you like it or not. Be part of it and try to have positive influence on its direction Its better to listen to them, engage them and not wander away from it. Talk to them – not at them. Listen to them !
Krishna Koppa
Digital Marketing
Why it is good for marketers to get involved in SM? Key benefits for Marketers Deeper Engagement with customers
Get insights not available any other way
Happier Customers Your customers are online everyday
Provided Feedback
Create Better Products
Evangelize
More Customers Krishna Koppa
Digital Marketing
Why it is good for marketers to get involved in SM? Other benefits of Social media for Marketers Stay Informed : Find out what your customers really think – Know them, Know their perceptions, without being intrusive
Raise your Profile: Helps you appear responsive, authoritative in your field. Level the playing field: Traditional focus groups and research/surveys are expensive. Even small players can afford social media.
Influence the influencers: Active participants are targeted influencers. Create Buzz Nurture Brand advocacy: Engage people with +ve attitude towards your brand. They can be your employees!
Pass it on: SM has great capacity for viral propagation. Leads to viral marketing. Online equivalent of word-of-mouth…. But this travels faster and further !
Wisdom of the crowd: Generate Ideas. Thousand heads are better than one while addressing business problems. Nothing to loose !
Krishna Koppa
Digital Marketing
Different forms of Social media Most Social Websites do not sit in single categories… But combination of these
Personal interaction
Creating
Exchanging
Sharing
Rating
Discussing relative merits
Audio , Video
Anything that is distributed in Digital form
CONTENT The content can be linked to
Other websites
Krishna Koppa
News articles
Blog posts
Photographs
Digital Marketing
Different forms of Social media
Review and Rating Sites Media Sharing Sites Forums and Discussion Sites
Social media Submission Sites
Krishna Koppa
Social network Sites
Blogs
Podcasts
Micro-blogging
Wikis
Digital Marketing
Different forms of Social media 1
Social media Submission Sites What is it? They are social book marking sites You can actively submit links to content you ‘like’ for the people to rate and rank More the votes, more is the ranking and end up on home page
Major players / examples
How can marketer use this media? Find out what people are interested in What is the buzz all about?. Understand popular contents, look at reviews, what they like and don’t like. Amplify your exposure, traffic and online reputations Submit relevant and interesting content Raise your profile and become authoritative in your field
Krishna Koppa
Digital Marketing
Different forms of Social media 2
Forum and Discussions What is it? Sites where anyone can sign in and start their own online or email-discussion community on any topic General and Specific verticals
How can marketer use this media? Get closer to your customers Raise your profile Nip bad things in the bud. Direct the groups towards positive goals Targeted traffic. Not just traffic
Major players / examples
Krishna Koppa
Use links being allowed along with your signature – carefully.
Digital Marketing
Different forms of Social media 2
Krishna Koppa
Forum and Discussions
Digital Marketing
Different forms of Social media 3
Media sharing sites What is it? Lets people share images, videos grouped around topics Sharing of slides content too is possible Can be micro in nature (6 second video looping, Eg : vine.co)
How can marketer use this media? Find what turns your target markets on A ready-made vehicle for content distribution
Major players / examples
Krishna Koppa
Digital Marketing
Different forms of Social media 3
Krishna Koppa
Media sharing sites
Digital Marketing
Different forms of Social media 4
Review and rating sites What is it? They allow users to review and rate companies, products, brands, services, books, music, hotels etc Can be a standalone site or Review component to added to broader site like amazon.com
How can marketer use this media? Advertising Insights in to what is good and what is not Find out what people really think (satisfaction survey – directly from the field). Save money.
Demonstrate good customer service Major players / examples
Krishna Koppa
Competition tracking – of processes, products and services
Digital Marketing
Different forms of Social media 4
Krishna Koppa
Review and rating sites
Digital Marketing
Different forms of Social media 5
Social Network Sites What is it?
Social utilities that connect you with the people around you Allow users to build groups(s) with whom ‘friends’ can share things of all sorts Rekindle old ones, reinforce new ones ! Simultaneous, faster, bulk communication Choose whom you want to share information
Major players / examples
Krishna Koppa
How can marketer use this media? Advertising – usually based on PPC. Targeting based on profile information and actions Improve your online reputation and exposure – Companies are allowed to create pages and have ‘fans’ and ‘likes’
Nurture social evangelists – attract brand advocates and recruit and nurture brand ambassadors evangelists. They may be inside the company too !
Digital Marketing
Different forms of Social media 5
Krishna Koppa
Social Network Sites
Digital Marketing
Different forms of Social media
Krishna Koppa
Digital Marketing
Different forms of Social media
Krishna Koppa
Digital Marketing
Different forms of Social media
Krishna Koppa
Digital Marketing
Different forms of Social media
Krishna Koppa
Digital Marketing
Different forms of Social media
Krishna Koppa
Digital Marketing
Different forms of Social media 6
Blogs What is it?
Acronym for WeB log Is a medium for self expression. Any body can be publisher Global blogging community – blogosphere – is the home for internet buzz Know popular blogs in your industry Blogs have power to mould and influence online opinions
Major players / examples
How can marketer use this media? Potentially massive exposure – massive as compared to online publishing
Get Online exposure, traffic and inbound links Best PR tool.
Consumer engagement – don’t use blogs to promote products/brands directly. Use them as vehicles to educate customers Blogging helps in SEO too
Krishna Koppa
Digital Marketing
Different forms of Social media 6
Krishna Koppa
Blogs
Digital Marketing
Different forms of Social media 7
Podcasts What is it?
Rich media extension of the blogging concepts Chronological shows or series of video/audio (digital media files) distributed over internet Users can offer their feedback after each episode / show on accompanying website or blog
Major players / examples
Krishna Koppa
How can marketer use this media? Listen learn – you can harness their understanding of their online community in your domain. Understand and learn from feedback Do it yourself – podcasting is to do. Podcasting is an additional channel to reach your market Gives perceptions to market that you are progressive digital player in the industry
Digital Marketing
Different forms of Social media 7
Krishna Koppa
Podcasts
Digital Marketing
Different forms of Social media 8
Microblogging What is it?
Gained popularity due to wide spread adaption by well known celebrities Short Message broadcast (140 characters) = ‘status update’ column of FB They offer an immediate accurate barometer of public opinion on the web
How can marketer use this media? Your finger on digital space. Gives you access to high-profile thought leaders in your industry Understand the influencers Communicate with your customers
Raise your online profile Major players / examples
Krishna Koppa
Generate traffic. Microblogging sites allow links to content
Digital Marketing
Krishna Koppa
Digital Marketing
Different forms of Social media 9
Wikis What is it?
Wikis are online collection of web pages that are literally open for anyone to create, edit, discuss and comment. Its all about mass collaboration Wiki means Quick !
How can marketer use this media? Build a strong collaborative community of advocates around your brand. Inside employees and outside customers Harness the wisdom of the crowd
Major players / examples
Krishna Koppa
Digital Marketing
Different forms of Social media
Review and Rating Sites Media Sharing Sites Forums and Discussion Sites
Social media Submission Sites
Krishna Koppa
Social network Sites
Blogs
Podcasts
Micro-blogging
Wikis
Digital Marketing
Different forms of Social media
Krishna Koppa
Digital Marketing
Social media sites – What’s next for them? Social media forms are constantly evolving New ones are constantly coming. Some fade away Growing pressure on social media forms to make money Push towards advertising. Reduced organic results ‘free marketing’ may come to an end
Krishna Koppa
Digital Marketing
Social media How to get updates in one place, when you are using multiple forms of social media? Social Media Dash Boards – Dashboards lets you keep track of and update your accounts on the move. Dashboards incorporate multiple social media accounts across various platforms They offer • built-in statistics, • measurements, • scheduled updates, • keyword monitoring
Krishna Koppa
Digital Marketing
Social media – Rules of engagement
In Social media you are dealing with human relationships People are least interested in your ‘sales pitch’ Social media is not about sending messages. It is about getting response ! You need to be flexible and respond !
Krishna Koppa
Digital Marketing
Social media – Rules of engagement Be Open, honest, Authentic
Look, Listen, Learn – familiarize before you act Don’t jump in Unprepared – Tgt group, Obj, Measurement
Draw on what you already know – Then know them better
Krishna Koppa
Be relevant, interesting, entertaining
Don’t push out ‘spammy’ messages and load social media Respect ‘rules’ – follow guidelines of the media you have chosen
Respect people
Respond to feedback – don’t ignore
Digital Marketing
Social media – Add it to your website
Integrate Social media components to your website Harness collective wisdom of the users Allow customers/users to collaborate with you Community itself can get engaged in sharing queries and solutions Krishna Koppa
Digital Marketing
Social media – Add it to your website
Krishna Koppa
Digital Marketing
Social media – Add it to your website
Krishna Koppa
Digital Marketing
E-Mail Marketing
Krishna Koppa
Digital Marketing
E-Mail Marketing. What will we study?
How e-mail marketing tools help?
How to make sure email marketing is not seen as spam?
What is E-mail marketing? How will it benefit business?
Krishna Koppa
How to use technology to manage customers?
How to write copy of e-mail effectively?
What are main design consideration while writing e-mail?
How to test campaign’s success?
Digital Marketing
E-Mail Marketing. What is E-mail marketing?
E-mail marketing is element of digital marketing tool box that lets businesses communicate easily with customers on a personal level through widely accepted media of e-mail. Mails may get ignored – if they reach your prospect’s inbox at all ! = Spam = Junk mail
How to make e-mail marketing relevant even in the era of junk mail?
Krishna Koppa
Digital Marketing
E-Mail Marketing. What is E-mail marketing?
E-mail marketing is fusion of marketing savvy and imaginative copy Simply put, it is an e-mail sent to a customer list that contains a sales pitch and a ‘call to action’ CTA can be web link embedded in the mail
Krishna Koppa
Digital Marketing
E-Mail Marketing. E-mail marketing – some examples
Hotel promoting special discount coupons A consultancy firm informing clients about a free seminar A fitness center offering a voucher for bringing friend for free A beverage company asking customers to download an app for gaming An auditing firm informing its clients on changes in tax structures Krishna Koppa
Digital Marketing
E-Mail Marketing. E-mail marketing softwares
You can manage from your desktop Or Custom e-mail marketing systems available SaaS = Software-as-a-service
Krishna Koppa
Digital Marketing
E-Mail Marketing.
Krishna Koppa
Digital Marketing
E-Mail Marketing. Functions of E-mail marketing tools - Easy to use tools : You can create and work from templates - Testing tools that allow your message pass through spam filters - Tracking tools to show how many ignored, opened, responded to your mail - Personalisation tools that allows you to modify the content dynamically to individuals and specific target profiles
Krishna Koppa
Digital Marketing
E-Mail Marketing and CRM It is useless to go for e-mail marketing if you do not who you are sending mails CRM is all about keeping customers happy and maintaining relationships with them It is useless to go for e-mail marketing if you do not who you are sending mails In e-mail marketing, CRM can help you segment list and target
Krishna Koppa
Digital Marketing
E-Mail Marketing Campaign Planning
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
E-Mail Marketing Campaign Planning
Pre Planning stage
Building your E-mail list Legal requirements Logistical problems E-mail formats
Krishna Koppa
Planning stage
Measurement of success
Focus on great content When and how often? Lessons from your own inbox E-mail design Writing killer e-mail copy E-mail delivery
Digital Marketing
E-Mail Marketing Campaign Planning Building E-mail list
Krishna Koppa
Remember, people don’t respond to random mails Prepare list of people who want to receive mail Website, hub of digital marketing, can be used to sign up customers for opting to get mails from you. They would accept if you and your content, offers are real worthy Facebook, Twitter, other media too can encourage to sign up Encourage customers to get their friends sign up Get the list from ‘specialist’ marketing company Make e-mail ID submission as mandatory component of transactions Provide ‘opt-out’ option too
Digital Marketing
E-Mail Marketing Campaign Planning Legal Requirements
Krishna Koppa
Be familiar with law in your jurisdiction. Laws exist to protect customers’ privacy Spamming is against law – in many countries Recipients must be given an option to ‘opt-out’ of receiving mails in the future Source of the mail must be traceable Subject lines must not be deceptive / cheating
In 2007
95% of e-mail traffic was spam !
In 2014
70% of e-mail traffic is spam !
22%
China’s contribution to global spam ! Digital Marketing
E-Mail Marketing Campaign Planning Logistical problems
Krishna Koppa
Sometimes, mail doesn’t get through due to ISP incorrectly treats mail as spam Gets filtered in to junk-mail folder Some spam filters don’t even allow genuine and legitimate mails ! False Positive : Legitimate mail blocked by a spam filter Make sure your mail does not look and read like spam www.spamhaus.org : Site that helps you to avoid ‘false positives’
Digital Marketing
E-Mail Marketing Campaign Planning E-mail formats
Krishna Koppa
Your mail may not get delivered as the recipients’ email clients – software or website – don’t recognize ! Now, this issue is smaller, but exists Trade off between plain text, rich text and HTML HTML is becoming the standard today…. But many em-mail clients (like Gmail and Hotmail) block external images for security reasons Your e-mail message works even without any image Encourage readers to automatically allow images from your address for further e-mails Use MIME (Multipurpose Internet Mail Extension) – for allowing recipients to see in the best way it can !
Digital Marketing
E-Mail Marketing Campaign Planning E-mail formats- plain text
Krishna Koppa
Digital Marketing
E-Mail Marketing Campaign Planning E-mail formats- HTML
Krishna Koppa
Digital Marketing
E-Mail Marketing Campaign Planning Focus on great content
Krishna Koppa
Establish brand continuity between e-mail templates and web site design Design is important…but e-mail content is supreme. Design must complement with content and compete with E-mail copy must be Punchy Scannable Snackable Engaging Content must have ‘CTA’ – Call To Action element
Digital Marketing
E-Mail Marketing Campaign Planning
CTA
Krishna Koppa
Digital Marketing
E-Mail Marketing Campaign Planning When and how often to send mails?
Krishna Koppa
Send too infrequently – you will be out of customers’ radar Send too frequently – you start irritating customers Mails would become spam if the frequency goes beyond expectations. Customers may ‘opt-out’ or unsubscribe. Keep getting feedback on the data generated and take actions on frequency and when to send mails.
Digital Marketing
E-Mail Marketing Campaign Planning Lessons from your own inbox
Krishna Koppa
You yourself are a customer too Lot to learn from your own inbox Analyze the mails in your inbox – learn from them. Why you open some mails? Why you delete some without reading? Why you unsubscribe sometimes? etc.
Digital Marketing
E-Mail Marketing Campaign Planning E-mail Design
Most of the principle applicable for website design are applicable for e-mail design too Must be effective and consistent across different platforms- varying screen sizes. Just like Responsive Web Design Make sure e-mail ‘degrades’ gracefully (working without the images and is making sense even with plain text) Adapt ‘above the fold’ approach of news paper. Good stuff explained early and in top. Email clients show part of message along with subject line in Inbox. Make use of it
Use rich media judiciously : Rich texts/HTML is good but may get filtered out for security reasons Mobile users too read e-mails: With small space, you have to ‘hook’ the reader early with killer content Krishna Koppa
Digital Marketing
E-Mail Marketing Campaign Planning Writing killer e-mail copy
Krishna Koppa
Design and look are important..But copy gives results Include brand/company name in ‘from’ field. Same as what reader subscribed for Subject line must be catchy and CVP driven, compelling – seen before even clicking Main copy must Talking customers’ language CTA and CVP are critical Keep text shorter. Punchy Friendly and approachable Proofread many a times – both in text & HTML
Digital Marketing
E-Mail Marketing Campaign Planning E-mail delivery
Krishna Koppa
Delivery of message is crucial Send the mail to ‘test’ or ‘seed’ addresses (like your own and find out if mails are getting delivered as you wanted Do accept and take ‘unsubscribe’ requests and take actions – remove them from mailing lists Understand why mails to certain recipients are bouncing If bouncing is too much, coordinate with ISP and get it resolved Don’t get surprised or worried on ‘auto responses’ you start getting Use BCC while sending to a list from your desktop directly
Digital Marketing
E-Mail Marketing Campaign measurement
Open-Rate How many people opened the mail?
How many people did not open the mail? Who are they?
When did people opened the mail?
Types of e-mails with best conversion rates
CTR What links people tended to click on?
Tracking mails that regularly bounce
Click-toOpen Rate % of people opened and then clicked through to the web site
Unsubscript ion Rate % of people unsubscribing to your mails
Also track which e-mail clients blocked your mails How frequently a subscriber opens a mails /your mails
Krishna Koppa
Digital Marketing
E-Mail Marketing – It is still important part of Digital marketing E-mail marketing lets you deliver your message directly to an individual who wants to hear from you Website is more generic, appeals to broader audience. E-mail is not Emergence of young social media is impacting E-mail marketing…. But still E-mail Marketing remains a stalwart of IMC and when executed properly yields incredible results
Krishna Koppa
Digital Marketing
Mobile Marketing
Krishna Koppa
Digital Marketing
What will we study in MM?
How to set MM Campaign?
Top Tips for MM Campaign
What are benefits of MM Campaign?
Is there a potential in MM?
What role mobile apps play in MM?
What is Mobile Marketing?
Significance of Mobile gaming in MM?
Krishna Koppa
Digital Marketing
What is Mobile Marketing? What is Mobile Marketing?
It is a set of practices that enables organisations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network Definition as per Mobile Marketing Association
Mobile Advertising
Mobile Marketing
Mobile ‘Medium’ Marketing
Mobile ‘Device’ Marketing
Krishna Koppa
Digital Marketing
Mobile marketing – paradigm shift
Krishna Koppa
Digital Marketing
Some facts on Mobile Devices Mobile ad spend in 2013 = $11 billion; 2016 expected to reach $24 billion
In 2013, Mobile subscription reached 6.9 billion, equal to 96% world population
First time in 2013, Smartphones too k over ‘feature’ phones
By 2015, it is estimated that SMS would peak at $ 8.3 billion OTT (over-the-top) messaging apps (Whatsapp, FB messanger etc) likely to add 100 Trn messages from 2013 to 2017 A2P (application-to-person) messaging traffic will cross 2.2 Trn messages
Krishna Koppa
Digital Marketing
Mobile is no more just a phone now ! Please….. I beg you for a Rs 50 internet pack. I have not seen Facebook in my mobile since morning !
Krishna Koppa
Digital Marketing
Mobile – Web 2.0 Widespread adaption of internet enabled phones gives access to content wherever they happen to be Anytime, Any place, Any where – sharing of content/images/experiences One can deliver personalized, relevant content to the customers. One can engage the customers – instead of one way communication There is something immediate and intimate of this communication
24/7 accessible device. Last thing in the night, First thing in the morning !
Krishna Koppa
Digital Marketing
Welcome to world of ‘Utility & Entertainment’
Krishna Koppa
Digital Marketing
Welcome to world of ‘Utility & Entertainment’
Krishna Koppa
Digital Marketing
What can Mobile Marketing be used for? Build awareness of your brand, product, service Nurture conversations with your online communities Gather valuable insights in to consumer behavior Take interactive customer engagement to the next level Harness the wisdom of the crowd Drive lead generation and new businesses. Establish loyalty programs, competition and rewards. Reduce ‘churn’. Target your market more effectively based on geo, demo and behavioral factors Krishna Koppa
Digital Marketing
Tablets…. They are here to stay Flintstones’ tablet to our own tablets at home !
Krishna Koppa
Digital Marketing
Best practices & recommendations : What to do in MM? Reduce no. of touch events for better conversions : fewer steps for customers to go for purchase/take actions Design it for mobile interactions : No mouse clicks. Touch focused controls Optimize for speed : 1 second delay causes 7% drop in conversion rates ! Make content ‘findability’ easy. Optimize the site search function Integrate analytics from the beginning. Can measure ROI easily Prioritize tablets. Tablets have given more business than smartphones Optimize social media Link mobile advertising to mobile websites. RWD is crucial. Krishna Koppa
Digital Marketing
Location based marketing Your mobile knows where you are !!
It tells where you are !! Is it telling where you are going to? Location-ware and Location-based services bring the utilities like… - Where people are - What is available around them - Locate friends nearby - Avail cool offers available from nearby businesses
Customers get ‘rewarded’ to use location based app ‘ Check in’ data is very useful for marketers ! Krishna Koppa
Digital Marketing
Location based marketing
Krishna Koppa
Digital Marketing
Location based marketing
Krishna Koppa
Digital Marketing
Location based marketing
Krishna Koppa
Digital Marketing
Mobile Games Where there are games, there is an audience.
Where there is an audience, there are opportunities to promote Brands use games to convey message Brands sponsor/create games to engage customers Rovio’s Angry Birds downloaded >200 million times >2,00,000 mobile gaming apps in store >90 games submitted per day ! Krishna Koppa
Digital Marketing
Mobile Applications – role in digital marketing Mobile apps – They are simple pieces of software that are pre-installed on your phone or are available to down load. Earlier ‘push’ apps to current ‘pull’ apps 70% of the users like branded app Less than 20% of users return to app after one day Less than 2% return after 30 days
Act as inlet to website. Increases CTR Krishna Koppa
Digital Marketing
Mobile Applications – role in digital marketing
Krishna Koppa
Digital Marketing
Mobile Applications – role in digital marketing
Krishna Koppa
Digital Marketing
Mobile Applications – role in digital marketing
Krishna Koppa
Digital Marketing
Mobile Applications – Top Tips Plan the scope of the app well in advance Do your Research. Understand the business model of the app (Free/Paid) What problem is it addressing? Who are the target customers? (Demo/Geo/Beh/Psycho factors) How will you measure success? Apart from downloads Focus on UI (user interface) and UX (user experience) Think about content (30 secs entertainment or long-term utility?) Responsive designs- better fit for all screen sizes Krishna Koppa
Digital Marketing
Mobile Marketing – Measuring Success Some measurement indicators
New users
Total app users
Total Downloads
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Frequency and duration of visits
Bounce rates
Segmentat ion by device type
CTRs
Digital Marketing
Mobile Marketing – other areas
SMS
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Mobile payments
Mobile Commerce
QR Codes
Mobile mapping
Augmented reality
Mobile banking
Mobile Health
Digital Marketing
Mobile Marketing – Mobile payments
Krishna Koppa
Digital Marketing
Rules of Mobile marketing
Consent
95% of customers are annoyed as they receive messages from companies they have not given consent to
Krishna Koppa
Understand your Customers (UYC) 77% of customers are annoyed as they receive messages which are not relevant to them
Know your customers (KYC)
Marketing Immune : No interest in advertising sent by companies Easy Going: Interested to receive info but little impact on purchases Control Freaks: Interested to receive info and good impact on purchases Connected Marketing Lovers : Interested to receive info and impact is high
Be relevant : right person, right message, right moment
Privacy
50% of customers are annoyed as they receive messages which they cant get connected to and don’t see any benefits in them
Digital Marketing
Content Marketing
Krishna Koppa
Digital Marketing
What will we study in Content Marketing?
How is content used by PR, Social and Search Firms?
How does content strategy influence digital strategy?
How to create Content?
Why to create content for digital marketing process?
How to share digital content?
Krishna Koppa
Digital Marketing
Why Content? You are nothing online if you do not create content for engaging customers
Content is one of the channels you use to contact customers along all phases of customer life cycle It offers value to customers, fills their requirement of information It engages customers and does not use ‘coercive’ methods to sell ! It is very powerful brand building and business building tool
Krishna Koppa
Digital Marketing
Why Content? - Eg : John Deere tractors
1895
Krishna Koppa
2013
2014
Digital Marketing
Why Content marketing is growing? Why one must embrace content marketing? 1
Entry barrier for publishing in digital space is NIL !
4
WordPress and Blogger or social media have made publishing zero cost
SEACH •
•
•
Krishna Koppa
2
Google gives value in search results for sites with better content Google degrades or deindexes sites with poor content. Such companies run risk of not being visible in digital space ! No major SEM/PPC budgets, Go for SEO…and that requires Content !
5
3
Content marketing works. Works for all big & small companies
SOCIAL •
Majority of the time customers are on Social Media. If your content does not exist there, you are not visible
•
Content must revolve around brand story
•
Links, CTAs are not content in social media
Digital Marketing
What skills do you require to become a good content marketer?
Be able to plan and manage various number of campaigns Be up-to-date with everything new in digital marketing
Krishna Koppa
Have combination of greater organisation skills Pay meticulous attention to detail, creativity and analytical acumen
Digital Marketing
Content Strategy
Content Strategy – is the planning and development of how you intend to attract and engage with your chosen audience via content.
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Content Strategy Where does content strategy fits in marketing?
How to write content strategy document?
What content to be created?
Why Content strategy is needed? How much of content to be created?
Krishna Koppa
Digital Marketing
Content Strategy > Why content strategy needed?
Content marketing is one such tool that works along the entire customer life cycle You need a ‘strategy’ that tells you what to communicate at what stage Plan first, create content later. One must know, whom to speak to, what to speak and what to achieve by speaking
Krishna Koppa
Digital Marketing
Content Strategy > Why content strategy needed? Content Strategy Planning must answer the following questions
Who do I want to target? Is there a niche topic where we want to excel? What do I want those audience to associate with our brand? What info are my customers looking for? How can I keep my existing customers happy? How can I attract new customers? What do we like /dislike about content strategy of the competitors? Is there anything I must not highlight about our brands? What overall business objective do I want to achieve from content marketing?
Krishna Koppa
Digital Marketing
Content Strategy > How to write content strategy document? Salient features of Content Strategy Document The document must outline WHAT, WHY and HOW you will go about creating content
Not more than 2-3 pages, Should not be huge document
Krishna Koppa
Must include KPIs you want to achieve from your content
Not a detailed plan. Must be fluid too
Digital Marketing
Content Strategy > Where does content strategy fit in? Earlier, Content Marketing was an ‘ugly duckling’ Now, it comes from top and covers all marketing channels
Marketing Channels in earlier era
Social media
Search
Content Marketing
PR
Marketing Channels in current era Content Marketing
Social media
Krishna Koppa
Search
PR
Digital Marketing
Content Strategy > Where does content strategy fit in? Marketing Channels in current era Content Marketing
Social media
Social Media Strategy
• Content is lifeblood of social platform • Content drives brand engagement • You need content strategy to succeed with Social Media… You don’t need social strategy to succeed in Content Marketing Krishna Koppa
Search
Search Strategy
• Content is at the heart of SEO • Search engines love unique, original, quality content • Content strategy is beyond keywords, meta-data, landing pages etc
PR
PR Strategy
• Content is not PR ‘new clothes’ • Apart from regular PR targeted towards journalists and govt, Content is more targeted towards customers
Digital Marketing
Content Strategy > What content to be created? Whether for a mega brand or a small entity what type of content you write largely depends on Brand
Your target audience
Resources and Budget
Remember,
Social media and search forms are just the channels through which content is distributed. Without GREAT content, social media and search channels are ineffective Krishna Koppa
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 1
3
2 News and Blog content
Feature, Guides & Interviews
White papers
4 e-books
5 Infographics
Krishna Koppa
7
6 Videos
Photographs
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 1 News and Blog content
• Easy and quick to create and represents first tick on your to-do-list on content strategy • Easy to host on your website • Site must look up-to-date. Customers hate Old Content • Search engines love updated and content-rich sites • Publishing news and blogs gives an opportunity for you to share on social media – to promote and engage customers • This kind of content may carry – NIBs (news in brief)
Krishna Koppa
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 2 Feature, Guides & Interviews
• These are log-form of content • You may not publish this kind of content on daily basis • Customer service reports • Change in your overall strategy • Keyword ranking reports etc etc • Interviews with Key (not just top mgt) people work better to highlight strengths of the company
Krishna Koppa
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 3 White papers
• White paper – identifies major issues within your industry or • • • •
business sector and offers company opinion on solving it It positions your company as a thought leader. Can act as means to generate business leads Create Whitepaper as downloadable PDF formats You can make ‘contact details’ as a mandate for downloading the paper – helps in database, helps in targeting
Krishna Koppa
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 4 e-books
• E-book - relevant e-book for consumers • It positions your company as a thought leader. • Can act as means to generate business leads • Digital publishing is made easy and customers today love reading ebooks
Krishna Koppa
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 5 Infographics
• Infographics – a graphical representation of data • They are helpful in illustrating data in a simple and no-confusing way • Why marketers go for infographics? • Very Easy to share !! • Infographics create shares, drives traffic and generate inbound links
Krishna Koppa
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 6 Videos
• • • • •
Video content is most popular Can be a humour related, event related Aim is to create viral effect Videos can answer the questions what customers have or Promote your brand digitally
Krishna Koppa
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 7 Photographs
• Pinterest and Instagram usage has fueled the use of photographs • Publishing photos of new products, customers using products, leaders etc
Krishna Koppa
Digital Marketing
Content Strategy > How much content to be created? How much content to be created depends on
Objectives
Industry
Resources and Budget
Remember,
More the content you create- the better. Provided…It is a great content. Else it would be worse.
Krishna Koppa
Digital Marketing
Production of Content How to brainstorm ideas
Create Content Calendar
Handle objections to content
Krishna Koppa
• Great content must have IDEA behind it • Come up with ideas – lots of them
• • • •
Seasonality Topics Timing Share
• We can’t handle content ourselves ! • Freelancers • Cloud based content platforms • Recruit a content agency • We have no development resource to create content on our website ! • It is easy to create blogs Digital Marketing
Promotion of Content Remember, Content promotes your product, company and brand. But You need to promote Content first….
Social Media
Native Advertising
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Blogger outreach
Native Advertising
• Native advertising is relevant posts that is user initiated. These adverts sit seamlessly in to the overall design of the host site so that they look like part of the site • It is not a banner Digital Marketing
SUMMARY : Content Marketing – Heart of Online marketing Thought Leadership : Blogs, e-books, guides, whitepapers, infographics, videos etc
Quality Content at the heart of an integrated, targeted approach to marketing Improves revenue
Krishna Koppa
Digital Marketing
Challenges faced in content marketing
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Digital Marketing
Online PR & ORM
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
What will we learn about ORM?
How social media and digital revolutions have changed PR and ORM?
What are key online PR and ORM channels
Understand issue of reputation and wider context of PR. What are PR and ORM?
One case study – what we can learn from it
Krishna Koppa
Digital Marketing
Why online PR?
PR relation is all about reputation It is the result of what you say, what you do and what others say about you PR is used to gain trust and understanding between company and its various publics – customers, employees, investors, vendors, media, society – or all of the stakeholders Since, most of these stakeholders are online, how can you afford to be silent online? Will not impact your PR?
Krishna Koppa
Digital Marketing
Why online PR?
Online Reputation Management is the understanding or/and influencing of an Individual’s or business’s reputation on internet
Krishna Koppa
Digital Marketing
Google is the JUDGE !! Every transaction begins with a search – usually Google
It is estimated that 57% of business decisions are taken before face-to-face meeting ! An ill-tweet or unpleasant headline or posts can disrupt your business How to make internet work for you and not against you Digital silence is not an option Thus, before Google gives judgment the business has to be presented in strongest possible light.
Krishna Koppa
Digital Marketing
Essentials of Traditional PR and ORM 5 Key Essentials of Traditional PR and ORM 1
2 Understanding your goals and audience
4
Krishna Koppa
3 Know the influncers and gain their trust
Low cost and simple Creativity that surprises and delights your audience
The press release – it still works
5 Damage limitation: When crisis strikes, be proactive
Digital Marketing
Essentials of Traditional PR and ORM
Whatever the goals are, PR must support wider marketing objectives
Strategy revolves around how you would achieve your goals Through insight into customer and stakeholders’ create audience profile
Krishna Koppa
Digital Marketing
Essentials of Traditional PR and ORM
Krishna Koppa
Digital Marketing
Essentials of Traditional PR and ORM
Identify the influencers – journalists, customers, prospects, investors etc : Make a data base of your influencers
You give them ideas and content, they give you a coverage If you don’t engage them, they will not know you exist Apart from online, stay connected with them face-to-face
Krishna Koppa
Digital Marketing
Essentials of Traditional PR and ORM
Why and how will this release help business?
Who is this release for? Can you tweak it for different audience
What is the measure of success of the release?
Pitch a story – not products and services – make it worth reading
Press release in journalistic fashion – story first, details later Include factual information and contact details Krishna Koppa
Digital Marketing
Essentials of Traditional PR and ORM
Internet being very busy, too difficult to make a even a small ripple… Thus a big idea is needed Don’t get way too wrapped in execution of PR… Focus on idea Simple and low cost creative are needed
Krishna Koppa
Digital Marketing
Essentials of Traditional PR and ORM
Krishna Koppa
Digital Marketing
Essentials of Traditional PR and ORM
How one must manage crisis ?
Respond quickly to show you are in control Apologize sincerely Company people must be at centre and front as spokesperson Produce online content to control damage Never ever make light of the crisis
Accept the responsibility and don’t blame others
Krishna Koppa
Digital Marketing
Case 1
Krishna Koppa
Digital Marketing
Case 1
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Digital Marketing
Case 1
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Digital Marketing
Case 1
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Digital Marketing
Case 1
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Digital Marketing
Case 1
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Digital Marketing
Case 1
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Digital Marketing
Case 2
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Digital Marketing
Case 2
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Digital Marketing
Case 2
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Digital Marketing
Case 2
Krishna Koppa
Digital Marketing
ORM – learnings from live cases How not to handle a social media crisis: Applebee’s What happened: A pastor who had eaten at an Applebee’s restaurant crossed out the automatic 18% tip charged for parties of more than eight and wrote “I give God 10% why do you get 18” above her signature. A waitress at the restaurant took a photo of this and posted it on Reddit. She was subsequently fired for “violating customer privacy” which would have been understandable if Applebee’s had not posted a similar receipt that was complimenting them just 2 weeks prior. As news of this incident spread like wildfire and infuriated people across all social media platforms, Applebee’s responded with a short post defending their actions on their Facebook page. This quickly drew over 10,000 mostly negative comments, to which Applebee’s started responding by posting the same comment over and over again. They were also be accused of deleting negative comments and blocking users. The downward spiral continued as Applebee’s persisted to defend their actions and argue with users that criticised them. By the following day, after the original post had generated over 19,000 comments, Applebee’s decided to hide the post which only created more anger. What we can learn: Applebee’s defensive and even argumentative approach amplified the whole situation and blocking users, tagging users in repetitive posts and hiding criticism only make things worse. The bottom line? Arguing with Facebook users is always a bad idea.
Krishna Koppa
Digital Marketing
A social media crisis handled with honesty and speed: Kitchenaid What happened: An insensitive tweet about President Obama’s grandmother was posted to the Kitchenaid Twitter account, instead of the personal account of a KitchenAid staff member. The tweet was quickly deleted, but many people had already seen it. The head of the Kitchenaid brand, Cynthia Soledad, took to the Twitter account just 15 minutes later and explained what had happened. She apologised to President Obama and the public and pointed out that the person who posted this will no longer be tweeting for them. What we can learn: First of all, this emphasises the importance of keeping personal and company accounts separate, but if a mistake does happen it should be addressed immediately. Time moves very quickly on social media, so companies need to take decisive action as quickly as Cynthia Soledad did. Her honest explanation and personal apology was well received and the damage to the brand reputation was limited as a result.
Krishna Koppa
Digital Marketing
DKNY: After a photographer realised that DKNY were using his photos in a window display without his permission, he mobilised his community to share a post asking DKNY to donate $100,000 to a local YMCA in lieu of compensation. DKNY responded quickly by way of an apology. They explained that the Bangkok store involved had accidently used the ‘mock-up’ photos and they promised to donate $25,000 to the YMCA. The photographer accepted it was an honest mistake and thanked them for the donation. DKNY’s quick and strong response successfully defused the situation before a social media crisis erupted.
Krishna Koppa
Digital Marketing
O2: During a massive network outage, O2’s Twitter account became inundated with tweets by frustrated customers. Instead of issuing standard corporate responses, O2 responded directly to these tweets with an honest and light-hearted demeanor. Their human approach was extremely refreshing and sentiment changed dramatically as a result.
Krishna Koppa
Digital Marketing
GoDaddy.com – CEO posts elephant hunting video Bob Parsons, founder of the American domain registration and hosting company GoDaddy.com, blogged and tweeted a video of him shooting an elephant while on holiday in Zimbabwe. The graphic video featured Zimbabweans stripping the elephant for meat, while wearing GoDaddy baseball caps, with AC/DC’s Hells Bells as the soundtrack – it’s hardly a shining example of positive branding. Parsons received an extremely negative backlash from social channels, especially from animal rights groups such as PETA who closed their GoDaddy account and encouraged sympathizers to do the same. Parsons responded to the criticism on the grounds that the hunt was on humanitarian grounds to stop elephantcaused damage to crops.
Krishna Koppa
Digital Marketing
4 important rules of PR & ORM you must know
Get to grips with Content marketing
Integrate your idea and manage reputation from Top-down and across media
Krishna Koppa
Break the ‘inattention’ barrier/clutter. You need to attentiongrabbing
Don’t bank on free media alone
Digital Marketing
A-Z of ORM ! How digital marketing has changed PR? A – Algorithm of search engines
K – Keywords
U – Uniformity V – Video and
B – Blogs
L – Listening
C – Content
M – Media
W – Writing
D – Discoverability
N – Newsroom
X – x-factor, big idea
E – Events
O – Opinions
Y – Youtube
F – Facebook
P – Photoshop
Z – Zest
G – Google
Q – Quiet – when required
H – History
R – Response time
I – Insight
S – SEO
J – Journalists
T – Twitter
Krishna Koppa
Vine/Youtube
A-Z of ORM Digital Marketing
Krishna Koppa
Digital Marketing
DIY, For your reputation ! Your Facebook Online Reputation can help or hurt your future
https://www.youtube.com/watch?v=z2wgQtcCZPo
Personal Branding: Four Measures on Online Reputation https://www.youtube.com/watch?v=JtC_ulXkvJA
Krishna Koppa
Digital Marketing
Measurement of Data, Data Analytics and ROI of Digital strategies Krishna Koppa
Digital Marketing
1 Store 50-100 transactions in a day
1 Bn calls in a day
Krishna Koppa
9000 stores 1 Mn ttransactions every hour
10 Mn transactions in a day
Digital Marketing
“If you can’t measure it, you cant manage it”
Krishna Koppa
Digital Marketing
Why measurement is so critical?
Krishna Koppa
Digital Marketing
Some facts about data – BIG Data ! Every 2 days, the world produces as much data as was accumulated from the dawn of man till 2003 !! New platforms are needed to keep up with such explosion of data Such explosion of data and measurement has resulted in a Industry called as Big Data ! Around 2,00,000 people with deep analytical skills are needed for this 1.5 Mn managers and analysts needed by 2018 (as per McKinsey)
Krishna Koppa
Digital Marketing
Some facts about data – BIG Data ! 91% of Marketing managers believe successful Cos use customer data 87% believe capturing data is critical in measuring ROI 71% believe integration of Digital and Traditional marketing is essential 57% do not base their marketing budgets on any ROI analysis 37% do not mention any financial outcomes as part of ROI 22% base their marketing decisions on gut instinct
Krishna Koppa
Digital Marketing
What to do with data is important
Big data is not better data unless you know what to do with it !
Google used Big data analysis to launch Gmail, Google+, Android OS Yahoo! Struggled literally
Krishna Koppa
Digital Marketing
How to build effective measurement practices? Instituting effective measurement practices in your company.
1
Carefully select key metrics to measure : You are what you measure. Select good metrics based on your objective
2 Be agile – look, learn and take action: Digital measurements occur in virtually real time
3
Integrate internal departments into decision making: Data is used to make decisions – and touch every body at the company
4
Analytics is people business : Apply 10/90 rule. Software cost is 10%, people cist is 90% !
Krishna Koppa
Digital Marketing
Digital media is growing rapidly In USA
Krishna Koppa
Digital Marketing
Digital media is growing rapidly In India
Krishna Koppa
Digital Marketing
Importance of measurement How do I measure ROI?
ROI =
(Investment Gain – Investment Cost) X 100
(Investment Cost) Set the criteria for ROI - Identify business results in “Pre” period - Define ROI goals (eg 30%, 40% etc) - Establish the “Return” objectives (eg Sales, Profits, Revenue etc) - Determine the time frame Ex : Gain 200 new customers in next 3 months Krishna Koppa
Digital Marketing
Importance of measurement How do I measure ROAI?
ROAI =
(Advtg Investment Gain – Advtg Investment Cost)
X 100
(Advtg Investment Cost) If advtg spend is Rs 20 Crores Gain from this advertising is Rs 10 Crores
ROAI = 10 Cr / 20Cr = 0.5 = 50%
Krishna Koppa
Digital Marketing
Essentials for establishing measurement plan Questions you must ask before setting a measurement plan
1
Why does your brand’s website exist : Reasons must connect to revenue (eg : sell products, capture e-mail address, build database etc)
2
Who do you want to attract : Don’t waste time, energy, money and resources in people who are not your target audience
3
How do they find you : Website or Social media or Search or another website etc?
4
What action you want them to take? : this must be in relation to why your business is on Internet
Krishna Koppa
Digital Marketing
Web Analytics Web analytics is the measurement, collection, analysis and reporting of Internet data for purpose of understanding and optimizing web page
Off-site Analytics
On-site Analytics
It is the measurement of potential audience on the Internet. This exists regardless of you own a Website or not Eg : Buzz, Share of Voice of customers
It measures visitors’ behavior on your website. It measures performance of the website and is used to improve website or marketing campaign response
Detailed Insight, Sophisticated tracking, Performance
Brand Reputation, Social media presence, E-mail marketing
Krishna Koppa
Digital Marketing
Web Analytics - measurements
Krishna Koppa
Digital Marketing
Web Analytics > On-site Analytics
Web analytics (On-site) answer following important 3 questions
Why does your brand website exist?
Who do you want to attract?
What action do you want them to take?
Web analytics gives you wealth of information as to how customers interact with your brand online
Krishna Koppa
Digital Marketing
Web Analytics > On-site Analytics 9 Important measurements
Unique Visitors
Bounce Rates
Segments
Traffic Sources
Keywords
Content
Conversion
Average Shopper Value
Abandonment Rate
Krishna Koppa
Digital Marketing
Web Analytics > On-site Analytics 9 Important measurements Unique Visitors : Count of how many different people come to your website within a specified time – mostly 30 days Bounce rates: % of people who see just one page and carry no activities Traffic Sources: Information on source from where visitor has come and visited website Segmentation: Information on segmentation of customers visiting the website
Keywords: Information on why visitors have visited website. Content: What pages are most viewed – in rank order. Conversion: What you want visitor to do – buy products, download video, down load the content etc Average Shopper Value: What is average no of products or average value products visitors buy? Abandonment rate: % of people who add products to cart with a intention of buying but ending up not completing the order Krishna Koppa
Digital Marketing
Web Analytics > Off-site Analytics
Web analytics (Off-site) answer following important 2 questions
How do they find you?
Krishna Koppa
What actions do they take?
Digital Marketing
Web Analytics > On-site Analytics 9 Important measurements
CPC (Cost Per Click)
CTR (ClickThrough-Ratio)
CPA (Cost Per Acquisition/Cost Per Action )
Keyword Rank
People Talking about (FB)
Followers and Competitors’ followers
Retweets(Twitter)
Comments & Pingbacks (Blogs)
Views (Youtube) and Drop-off rates
Measurements for social media Krishna Koppa
Digital Marketing
Voice of the customers To capture voice of customers …
You can build digital presence around what you think customer want
Krishna Koppa
And /Or
Only Customer can tell you what they really want
Digital Marketing
Why one must use data analytics?
Krishna Koppa
Digital Marketing
Why one must use data analytics? Hertz – With over 8300 locations worldwide in 146 countries, how can Hertz keep its fingers on the pulse of its customers with customer satisfaction survey?
How well will my next movie perform in the box office? – Now one can measure public sentiment before a movie release and take appropriate actions Airtel can know in advance who are their customers that would defect? – With data and analysis, the company can know who will defect and what corrective actions to take Krishna Koppa
Digital Marketing
Data Analytics Tools Search Marketing Tools Google Trends : This tool tracks keyword volume and trends over time. It is helpful in measuring trend of consumer demand
Google AdWords Keyword Tool : To measure search volume for keywords and CPC as well. This is especially for SEM
Trellian Keyword Discovery Tool: For measuring search volume and keyword rank
Wordtracker : One more tool that works like Keyword Discovery Krishna Koppa
Digital Marketing
Data Analytics Tools Competitive Intelligence Alexa : an Amazon subsidiary provides free info on traffic levels for websites. Also provides demo data of visitors
Quantcast : This provides traffic and demographics for websites
Compete : Most precise website tracking tool, measuring and even projecting consumer behavior
Krishna Koppa
Digital Marketing
Data Analytics Tools Website Analytics Google Analytics : Generates detailed statistics about website traffic, traffic sources and measure conversions and sales
IBM digital Analytics : Corematrics Web Anlytics tool is suited for Retail, Content media, Fin Services, Publishing and Travelling industries
Krishna Koppa
Digital Marketing
Data Analytics Tools Social Media Facebook Insights: To analyze trends about activity on a page – Reach, People Talking About, Likes, (Like, Comment, Share)
Technorati: Searches Blogs and ranks their value through an ‘Authoritative Score’
Topsy : Social and Sentiment analysis score of comments and content that receive highest number of tweets in Twitter
Youtube Anaytics : Anayses views and drop offs Salesforce Radian6 : Full service social solution that helps you listen, measure, engage in, and discover online conversations Krishna Koppa
Digital Marketing
Data Analytics Tools Big Data & Dashboard Display Software Apache Hadoop: Open source software platform for scalable, distributed computing. Gives fast and reliable analysis of structured and unstructured data
Tableau Public : Free data visualization tool that helps people see and understand their data
Krishna Koppa
Digital Marketing
Mega Assignment • Form a group of maximum 5 in a group • Select a Company in an industry of your choice 1.
DIGITAL DONS
Krishna Koppa
Understand and Analyse its activities and effectiveness in • Website and web content : Pages • SEO and SEM activities • E-mail marketing efforts • Mobile Marketing efforts : Apps and other tools used • Social Media • Social Network Sites esp FB, Twitter • Blogs • Media Sharing esp Video / photographs • Content Marketing Efforts • PR and ORM activities 3. Successful digital marketing campaigns adapted by this company in last 2 years
Digital Marketing
E-COMMERCE
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
The Internet has already connected world’s people through a seamless digital network. Where they live and what time zone they are in makes no difference. Krishna Koppa
Digital Marketing
What is E-Commerce? Commerce is a division of trade or production which deals with the exchange of goods and services from producer to final consumer E-Commerce consist of buying and selling goods and services over an electronic systems such as the internet and other computer networks E-commerce is the purchasing, selling and exchanging goods and services over computer networks (internet) through which transaction or terms of sale are performed Electronically Krishna Koppa
Digital Marketing
Why E-Commerce ?
Krishna Koppa
Digital Marketing
Why E-commerce?
Why E-Commerce ? What are the drivers? • • • • • • •
Data networks Intense competition Globalization Information age Technologies Automation Low cost high quality products/services
Krishna Koppa
Digital Marketing
Evolution of E-Commerce
E-Commerce Teleshopping
Mail Ordering Street vendors Monetary Process Barter
Krishna Koppa
Digital Marketing
Evolution of E-Commerce
History of E-Commerce ?
1990s World Wide Web, Internet
1980s
Cheaper to do business (economies of scale) Enable diverse business activities (economies of scope)
Electronic Data Interchange (EDI)
1970s
Used by businesses to transmit data from one business to another
Electronic Funds Transfer (EFT) Used by the banking industry to exchange account information over secured networks
Krishna Koppa
Digital Marketing
Evolution of E-Commerce
History of E-Commerce ?
2001-Present E-Commerce -2 The current era of E-commerce beginning in 2001
1995-2000 E-Commerce -1 A period of explosive growth in Ecommerce beginning from 1995 and ending on 2000
Krishna Koppa
Digital Marketing
Difference between E-Commerce and E-Business
E-Commerce : The use of internet and the Web to transact business. = Digitally enabled commercial transactions between and among individuals and organisations
E-Business : The digital enhancement of transactions and processes within a firm, involving information systems under the control of the firm
Krishna Koppa
Digital Marketing
Difference between E-Commerce and E-Business
Source : Laudon and Traver, E-commerce,
Krishna Koppa
Digital Marketing
7 unique features of E-Commerce
Ubiquity : Internet/Web is available everywhere, anytime
Global reach : Technology reaches around the earth
Universal Standards : One set of Internet standards across world
Richness : Video, Audio, text is possible
Interactivity : Interaction with users possible
Information density : reduces information costs and raises quality
Personalization /Customization : Tech allows personalized messages/goods to individuals Krishna Koppa
Digital Marketing
Customization made possible in E-Commerce
Krishna Koppa
Digital Marketing
Customization made possible in E-Commerce
Krishna Koppa
Digital Marketing
Types of Commerce
Commerce
Traditional Commerce
E-Commerce
Brick and Mortar Mom & Pop Brick and Click Click and Mortar
Business Focused E-Commerce
Krishna Koppa
Consumer focused E-Commerce
Digital Marketing
Hybrid /Omni Channel / Brick & Click /Click & Mortar
Krishna Koppa
Digital Marketing
Hybrid /Omni Channel / Brick & Click /Click & Mortar
Krishna Koppa
Digital Marketing
Marketplace model of E-Commerce What is Marketplace Model?
Krishna Koppa
Digital Marketing
Inventory model Vs Marketplace model of E-Commerce Inventory model
Marketplace model
Sellers
Sellers
goods order
Flipkart’s Inventory goods
order
goods
Online Buyers
Krishna Koppa
order
Online Buyers
Digital Marketing
Marketplace model of E-Commerce – facts, pro and cons
Krishna Koppa
Digital Marketing
Success stories of sellers on Marketplace model Case 1 : Rahul Agrawal, Chandrakala Enterprisess Rahul Agrawal did not want to run his family business of distributing Banarasi saris and dress materials the traditional way. After graduating from IIT-Mumbai in 2009, Agrawal worked for a financial research firm in Delhi and then started an online games retailer in 2012. Running the games business helped him realise the potential of India's online retail market. "With the games site, we faced challenges of procurement, but our sari business already had a strong procurement network," said Agrawal. He gave up his stake in the games business and moved back to Varanasi in 2013 to run the three-decadeold Chandrakala Enterprises. In September that year, he started selling his Banarasi saris on sites like Amazon, Flipkart and Snapdeal.
"Online is now contributing to about 25% of our business and could overtake our offline trade within the next two years," said Agrawal, 29. While issues like the inability of weavers to expand production rapidly remain, Agrawal is happy with his decision. "I would have had to eventually take over the family business but thanks to online retail I am having fun," said Agrawal, who is targeting sales of at least Rs 16 crore this fiscal from online sales.
Krishna Koppa
Digital Marketing
Success stories of sellers on Marketplace model Case 2 : Yogesh Wadhwa, DMP Carrycases Yogesh Wadhwa's eight-year-old business of manufacturing laptop bags for original equipment manufacturers ran into rough weather about two years ago when companies like Samsung and Sony decided to stop making laptops. Wadhwa decided to launch his own brand of bags and luggage, Bleu. "The conventional route would have required a lot of investments, so we thought of going online," said Wadhwa, 43, who started retailing on Amazon about 10 months back. "We put up 10 designs one day and by next morning it was sold out. We realised we had a winner."
Around the time of launching on Amazon, he sold about 1,000 pieces of a
toiletry kit on Groupon in one day. "I realised, apart from low prices, customers are attracted to products that are not easily available offline," said Wadhwa. DMP sells about 150 products on regular days across most major online portals and is targeting about Rs 4 crore online sales this fiscal. "If I had to do this offline I would not have been able to do that without a heavier infusion of capital," said Wadhwa. "We are a totally debt-free company."
Krishna Koppa
Digital Marketing
Success stories of sellers on Marketplace model Case 2 : Karan Chugh, Florence Clothing
Karan Chugh's family has been running an apparel manufacturing and wholesale business, Majestic Silk, in Surat since 1960 and the family diversified into retail in 2007. It was when Chugh, 25, started shopping online that he decided to retail the mass market Florence brand of saris and dress materials online. "The idea was to explore," recalled Chugh, who started with Snapdeal in 2012 and now sells on most top marketplaces. In the first month, Florence sold Rs 5 lakh worth of products, but Chugh could see the steady ramp up in orders. Within a few months, Chugh started Silk Bazaar, a more premium range priced up to Rs 30,000, just for the online market. With online retail accounting for over
70% of the company's overall sales, he has cut back offline operations from 30 stores to five. He also operates shop-in-shops in Vishal Megamart and at More.
Krishna Koppa
Digital Marketing
E-Commerce – Different types
Krishna Koppa
Business (Organization)
Customer (Individual)
Business (Organization)
B2B
B2C
Customer (Individual)
Who creates Value
Who Consumes Value
C2B
C2C Digital Marketing
E-Commerce – Different types
Examples B2B- Intel selling micro processors to Dell
B2C- Starbazar selling tissue papers to you C2B- A grandma selling coffee beans to Coffee Vendor C2C- My neighbor selling his car to me Krishna Koppa
Digital Marketing
E-Commerce – Different types B2C E-Commerce
Krishna Koppa
Digital Marketing
E-Commerce – Different types B2B E-Commerce
Krishna Koppa
Digital Marketing
E-Commerce – Different types B2B E-Commerce
Krishna Koppa
Digital Marketing
C2B E-Commerce A consumer-to-business model, or C2B, is a type of commerce where a consumer or end user provides a product or service to an organization
• a consumer provides a business with a fee-based opportunity to market their products on the consumer's blog. • a food company began paying a food blogger to market their products, • A website owner could be paid to review products or services, whether through blog posts, videos or podcasts. This could also include paid advertisement space on the consumer website. Google Adwords/Adsense has enabled this kind of relationship by simplifying the process in which bloggers can be paid for ads. • a photographer offering images to businesses. • someone answering a poll through a survey site, • Someone offering job hiring service by referring someone through referral hiring sites.
Krishna Koppa
Digital Marketing
E-Commerce – Different types C2C E-Commerce
eBay, OLX or craiglist are called as market makers in this model
Krishna Koppa
Digital Marketing
E-Commerce – Different types Other Types P2P E-Commerce : Peer-to-Peer Ex : gnutella software Here, market maker is absent. In C2C, market maker is present
B2G E-Commerce : Business-to-Government Ex : Skillcraft Pens for US Government
G2B E-Commerce : Government-to-Business Ex : Sales tax, Income tax websites
G2C E-Commerce : Government-to-Customer Ex : BSNL, Electricity board web sites, Muncipality tax filing etc
Krishna Koppa
Digital Marketing
E-Commerce – Business Models Business Model A set of planned activities designed to result in profit = Framework for executing strategies to result in achievement of business objectives
Business Plan Document describing business model
E-Commerce Business Model Business model that aims to use and leverage the unique qualities of the internet and World Wide Web
Krishna Koppa
Digital Marketing
8 Krishna Koppa
Key ingredients of E-Commerce business model
Digital Marketing
8 key ingredients of E-commerce business model 1
Value Proposition
2
Revenue Model
3
Market Opportunity
4
Competitive environment
5
Competitive advantage
6
Market Strategy
How do you plan to promote your products?
7
Organizational Development
What is the structure required for this plan?
8
Management Team
Krishna Koppa
Why should customer Buy from you? How will you earn money? What market are you going to serve? What is its size?
Who else occupies your market place? What special advantages you have?
What kind of leaders are required for these plans?
Digital Marketing
8 key ingredients of E-commerce business model
Let us discuss 2 critical ingrediants 1
Value Proposition
2
Revenue Model
Krishna Koppa
Why should customer Buy from you? How will you earn money?
Digital Marketing
8 key ingredients of E-commerce business model
From company point of view Why customers chose to do business with you instead of others?
What you provide that others do not and can not?
From customer point of view Personalizatio n/customizatio n of product offerings
Krishna Koppa
Reduction in product search costs
Reduction in price discovery costs
Facilitation of transactions by managing product delivery
Digital Marketing
8 key ingredients of E-commerce business model
Revenue Model = Financial Model It describes how the firm will earn revenue, produce profits and produce superior ROIC
Subscription
Advertising
Affiliate
Krishna Koppa
ECommerce revenue models
Transaction fee
Sales
Digital Marketing
Various types of revenue models for E-commerce Revenue Model
Revenue Source
Examples
1
Advertising revenue model
Fees from advertisers in exchange for advertisements
Yahoo.com, Google.com
2
Subscription revenue models
Fees from subscriptions in exchange for access to content / services
Sportsline.com, EBSCO, ebooks.cambridge.com
3
Transaction fee revenue model
Fees for enabling or executing a transaction
eBay.com, E-trade.com, OLX.com, expedia.com
4
Sales revenue model
Sales of goods, Info, or services
Flipkart, Amazon, Snapdeal
5
Affiliate revenue model
Fees for business referrals
Mypoints.com,
Krishna Koppa
Digital Marketing
E-Commerce – Different types
Krishna Koppa
Business (Organization)
Customer (Individual)
Business (Organization)
B2B
B2C
Customer (Individual)
Who creates Value
Who Consumes Value
C2B
C2C Digital Marketing
Further Categorization of e-commerce business models Categorization of B2C Models – 7 models
Portal
E-tailers
Content Provider
Transaction Broker
Market Creator / market maker
Service provider
Community Provider
Krishna Koppa
Digital Marketing
Categorization of B2C Models – 7 models B2C : Portal Model
B2C business Model
= Offers users powerful search tools as well as an integrated package of content and services all in one place
Variations
Examples
Horizontal / General
Yahoo.com, Aol.com
Vertical / Specialized (Vortal)
iBoats.com
Portal
Krishna Koppa
Description
Revenue Model
Offers an integrated package Advertising, of services and content such Subscription as search, news, e-mail, fees, chat, music downloads, transaction video. Seeks to be user's fees home base Advertising, Subscription Offers services and products fees, to specialized market place transaction fees
Digital Marketing
Categorization of B2C Models – 7 models B2C : Portal Model Horizontal / General
Krishna Koppa
Vortal
Digital Marketing
Categorization of B2C Models – 7 models B2C : E-tailers Model
B2C business Model
E-tailers
Krishna Koppa
= online retail store
Examples
Description
Revenue Model
Virtual Merchant
Amazon.com
Online version of retail store. Customers can shop anytime of the day/night
Sale of goods
Clicks and Mortar
Walmart.com, Shopperstop.com
Catalog Merchant
Landsend.com
Online Mall
Fashionmall.com
Online version of mall
Sale of goods, transaction fees
Manufacturere Direct
Dell.com, Airtel.com
Online sales made directly by manufacturer
Sale of goods
Variations
Online distribution channel for a company which also has physical stores Online version of direct mail catalog
Sale of goods Sale of goods
Digital Marketing
Categorization of B2C Models – 7 models B2C : E-tailers Model Catalogue Merchant
Krishna Koppa
Manufacturer Direct
Digital Marketing
Categorization of B2C Models – 7 models B2C : Content Provider Model
B2C business Model
Content Provider
Krishna Koppa
= distributes information content, such as digital news, music, photos, video and artwork over the web
Examples
CNN.com, NDTVlive.com
Description
Revenue Model
Distributes information content, Advertising, such as digital news, music, Subscription fees, photos, video and artwork over Affiliate referral the web fees
Digital Marketing
Categorization of B2C Models – 7 models B2C : Content Provider Model
Krishna Koppa
Digital Marketing
Categorization of B2C Models – 7 models B2C : Transaction Broker Model
B2C business Model
Transaction Broker
Krishna Koppa
= Site that processes transactions for consumers that are normally handled in person, by phone, or mail
Examples
E-trade.com, Expedia.com, monster.com
Description
Revenue Model
Processor of online sales transactions, such as stock brokers, travel agents, that increases Transaction fees customer productivity by getting things done faster and cheaply
Digital Marketing
Categorization of B2C Models – 7 models B2C : Transaction Broker Model
Krishna Koppa
Digital Marketing
Categorization of B2C Models – 7 models B2C : Market Creator Model
B2C business Model
= builds digital environment where buyers and sellers can meet, display products and establish a price for products
Variations
Examples
Auctions and eBay.com, Market Creators / other forms of OLX.com, dynamic Quikr.com, Market Makers pricing Priceline.com
Krishna Koppa
Description
Revenue Model
Web based business that uses internet to create markets that bring buyers Transaction fees and sellers together
Digital Marketing
Categorization of B2C Models – 7 models B2C : Market Creator Model
Krishna Koppa
Digital Marketing
Categorization of B2C Models – 7 models B2C : Service Provider Model
= Offers services online
B2C business Model
Examples
Service Provider
myCFO.com, xDrive.com
Krishna Koppa
Description
Revenue Model
Wcompanies that make money by selling services online
Sales of services
Digital Marketing
Categorization of B2C Models – 7 models B2C : Service Provider Model
Krishna Koppa
Digital Marketing
Categorization of B2C Models – 7 models = sites that create a digital online environment where people
B2C : Community with similar interests can transact (buy/sell), communicate with provider Model like minded people and receive interest-related info
B2C business Model
Community Provider
Krishna Koppa
Examples
Description
Revenue Model
Digital online environment where people with similar interests can Advertising, Blackplanet.com, transact (buy/sell), communicate Subscription fees, About.com, with like minded people and Affiliate referral iVillage.com receive interest-related info fees
Digital Marketing
Categorization of B2C Models – 7 models B2C : Community provider Model
Krishna Koppa
Digital Marketing
Further Categorization of e-commerce business models Categorization of B2B Models – 5 models
Marketplace / Exchange (B2B Hub)
E-distributor
Matchmaker
Krishna Koppa
B2b Service Provider
Infomediary
Digital Marketing
Categorization of B2B Models – 5 models B2B : Marketplace / Exchange (B2B Hub) Model
B2B business Model
Marketplace / Exchaneg (B2B Hub)
Variations
Vertical
Horizontal
Krishna Koppa
= digital electronic market place where suppliers and commercial purchasers can contact and conduct transactions
Examples
Description
Revenue Model
e-steel.com, DirectAg.com
Helps bring buyers and sellers together to reduce Transaction fees procurement costs for a specific industry
TradeOut.com
Same as Vertical Type but focused on specific products Transaction fees and services
Digital Marketing
Categorization of B2B Models – 5 models B2B : Marketplace / Exchange (B2B Hub) Model Vertical
Krishna Koppa
Horizontal
Digital Marketing
Categorization of B2B Models – 5 models B2B : E-distributor Model
= a company that supplies products and services directly to other individual businesses
B2B business Model
Examples
Description
Revenue Model
E-distributor
Grainger.com, GE.com
Connecting with other business directly
Sale of goods
Krishna Koppa
Digital Marketing
Categorization of B2B Models – 5 models B2B : E-distributor Model
Krishna Koppa
Digital Marketing
Categorization of B2B Models – 5 models B2B : B2B Service Provider Model
B2B business Variations Model
Traditional
B2B Service provider
Krishna Koppa
= Sells business services to other firms
Examples
Description
Revenue Model
Employeematters.com
Supports companies through online services
Sale of services
Application Rents internet based Service Salesforce.com, Corio.com software applications to Provider (ASP) businesses
Rental fees
Digital Marketing
Categorization of B2B Models – 5 models B2B : B2B Service Provider Model
Traditional
Krishna Koppa
Application Service Provider (ASP)
Digital Marketing
Categorization of B2B Models – 5 models B2B : Matchmaker Model
B2B business Model
Matchmaker
Krishna Koppa
= company makes money by linking other businesses and taking a cut of any business that occurs vis a transaction fee /user fee
Examples
Description
Revenue Model
iShip.com
helps businesses find what they want and need on the web
Transaction fees
Digital Marketing
Categorization of B2B Models – 5 models = a company whose business model is premised upon B2B : Infomediary Model gathering info about consumers and selling it to other businesses
B2B business Model
Variations
Audience Broker
Examples
Description
Revenue Model
DoubleClick.com
Gathers consumer info and uses it to help advertisers to find their audience
Sale of information
AutobyTel.com
Gathers consumer data and uses it to direct vendors to customers
Referral fees
Infomediary Lead Generator
Krishna Koppa
Digital Marketing
Categorization of B2B Models – 5 models B2B : Infomediary Model
Audience Broker
Krishna Koppa
Lead Generator
Digital Marketing
There's no rocket science behind the estimation – growth of smartphones and more secure and easy payment systems on the go are going to boost the segment.
Even as the m-commerce is growing, the segment cannot depend solely on smartphone growth. Of course, smartphone growth is paving the way for mobile e-commerce, but penetration of faster mobile Internet – faster and affordable 3G and perhaps 4G networks – is equally important.
Krishna Koppa
Digital Marketing
t will be unfair to burden the e-tailing sites for the growth of mobile commerce. Other sectors such as banking and e-governance have to optimise their services for the mobile phone platform. Banking sector in particular has to take the lead in order to push the mobile platform.
Wallet system has been around for quite some time, but hasn't gone mainstream in the country. Wallet ensures a convenient and technologically quick method for you to purchase products. If figures from Paytm are to be believed, wallet definitely promises high potential – it has over 15 million active wallets within 10 months of launch, out of which 6.5 million with money or saved cards. But, wallet system faces a lot of challenges, ranging from RBI regulations to customer awareness. However, we expect more relaxations in norms in the near future. The wallet system is also going to help the developers monetize their apps. Moreover, Initiatives such as Airtel's Airtel Money and Vodafone's m-pesa are certainly going to make wallet more popular. Check out the RBI list for mobile wallet licence holders here. Also read: Draft Guidelines for issuance and operation of Prepaid Payment Instruments in India Krishna Koppa
Digital Marketing
E-Commerce marketing strategies E-Commerce strategies : These strategies almost remain same for B2B and B2C models
Market Entry Strategies
1
2
3
• Clicks Only Strategy • Clicks and Mortar Strategy
Customer Acquisition Strategies
• • • •
Permission Marketing Affiliate marketing Viral Marketing Leveraging brands
Customer Retention Strategies
• • • •
Personalization & One-to-One marketing Customization and Co-creation Transactive Content Customer Service
Krishna Koppa
Digital Marketing
E-Commerce marketing strategies
Permission Marketing : Strategy in which companies obtain permissions from customers before sending them information /promotional messages
Affiliate Marketing : One website agrees to pay another website a commission for new business opportunities it refers to the site
Viral Marketing : The process of getting customers to pass along a company’s marketing messages to family, friends and colleagues (online word-of-mouth)
Leveraging brands : Using the power of existing brand to acquire new customers for new product or service
Krishna Koppa
Digital Marketing
M-Commerce
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Another company that is going big on the m-commerce segment is Paytm, which has been focusing on mobile and DTH recharges. Here's a few figures Paytm has shared – It receives over 800,000 orders a day, has 90% repeat users, and 80% of new users are from mobile. Paytm hopes to hit 1 million orders a day on the platform by end of 2015. Krishna Koppa
Digital Marketing
What is M-Commerce ?
Krishna Koppa
Digital Marketing
NextBus Case.
Mobile commerce (m-commerce, m-business) = any e-commerce done in a wireless environment, especially via the Internet • Can be done via the Internet, private communication lines, smart cards, etc. • Creates opportunity to deliver new services to existing customers and to attract new ones
Krishna Koppa
Digital Marketing
Drivers for m-commerce
Internet explosion – more so on mobiles E-Commerce Growth in smartphones and wireless other devices Faster internet connectivity : 3G/4G Banking and e-governance sectors optimizing their services for mobile phones Krishna Koppa
Digital Marketing
NextBus Case.
Krishna Koppa
Digital Marketing
NextBus Case. The Problem Buses in San Francisco have difficulty keeping to 20 minute schedule during rush hours Schedule was becoming meaningless
Krishna Koppa
The Solution Bus riders carrying Internet-enabled cell phone or PDA helps: • Find estimated arrival time at each stop, digitally in real time • Soon location-based advertisements will pop up—you have time to get a cup of coffee before the bus arrives—Starbuck’s is 200 feet to the right
Digital Marketing
NextBus Case.
Krishna Koppa
Digital Marketing
Characteristics of m-Commerce Value added attributes Characteristics Mobility
M-Commerce
Product & Service localization Product & Service Personalization Ubiquity
Reachability
Instant Connectivity
Convenience Krishna Koppa
Digital Marketing
Enabling technologies Transmission modes : •
• •
GPRS (General Packet Radio Service) A step between GSM and 3G cellular networks. Mobile phone can receive and transmit data at the same time. (e.g. make a phone call and receives e-mail at the same time) 3G/4G W-CDMA (Wideband Code-Division Multiple Access)
WAP(Protocol) and i-mode(Service) : •
•
WAP(Wireless Application Protocol) It is a open and standard wireless application software protocol i-mode The first packet-based, always-on, mobile Internet service
Other related technologies : • • •
J2ME (Java 2 Micro Edition) it makes mobile phones have a ability to execute program. XML（eXtensible Markup Language） IPv6 It gives every mobile phone can get its own IP.
Krishna Koppa
Digital Marketing
Various M-commerce services
Krishna Koppa
Financial
Entertainment
Shopping
Advertising
Payment
Information
Digital Marketing
Mobile wallet – some facts
Krishna Koppa
Digital Marketing
Payment Systems
Krishna Koppa
Digital Marketing
Generic Payment Systems
Cash : Legal tender defined by a national authority to represent a value - It is instantly convertible - No intermediation of third institution required
Checking accounts : Funds transferred directly via a signed draft or check from consumer’s account to a merchant or other individual
Credit cards : It represents an account that extends credit to consumers to purchase while deferring payments
Stored Value : Accounts created by deposited funds into an account and from which funds are paid out or withdrawn as needed - Debit cards, Gift cards
Accumulating balance : Accounts that accumulate expenditure and to which consumers make periodic payments - Utility bills, Postpaid Phone
Krishna Koppa
Digital Marketing
Current Online Payment Systems (COPS)
Credit Cards
COD – Cash Against delivery / Check against delivery
Digital Wallet
Digital Cash
Online Stored Value System
Digital accumulating balance
Digital credit card accounts
Krishna Koppa
Digital Checking
Digital Marketing
Current Online Payment Systems (COPS) Digital Wallet : Authenticates the consumer through the use of digital certificates or other encryption methods, stores and transfers value and secures the payment process
Digital Cash : Also called as e-cash. Digital forms of value storage and value exchange - Paypal, Yahoo Paydirect, Airtel Money, Vodafone m-pesa
Online Stored Value Payment Systems : permit customers to make instant, online payments based on value stored in online account - Eg : Ecount.com, Millicent
Digital accumulating balance payment systems : allows users to make micropayments on the web, accumulating a debit balance for which they are billed at the end of the month - Eg : qPass, iPIN, Millicent
Digital Checking : Seek to extend the functionality of existing checking accounts for use as online shopping payment tools : digital money transfer - Eg : eCheck, Achex Inc
Krishna Koppa
Digital Marketing
Digital Marketing
What is Digital Marketing?
Krishna Koppa
Digital Marketing
It is no different from Marketing
Krishna Koppa
Digital Marketing
It is Marketing in Digital Era
Krishna Koppa
Digital Marketing
Is it all about Digital technology ?
Krishna Koppa
Digital Marketing
It is all about knowing customers. More and More
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Digital Landscape Traditional Vs Digital Why DM? Digital Marketing Mix Building & Enhancing website
Digital Marketing Channels Hardware e-tools, Software e-tools SEO – Google/Yahoo Search Paid Vs Free SEO PPC
Data Analytics in DM
Social Media Marketing
Impact & measurement Elasticity of demand Big data analytical tools Google Analytics
SMM and its strategy FB, Twitter, LinkedIn, Yahoo etc Mobile Advertising /Marketing Mobile Apps, Gaming Cross media synergies
Krishna Koppa
Digital Marketing
Online Business Models Internet as revenue vehicle Crowd sourcing/Co creation E-Commerce B2B digital marketing E-payments, m-commerce
Krishna Koppa
Digital Marketing
Let us look at recent past
Krishna Koppa
Digital Marketing
• Instinct and familiarity drove sales • Purchasing was result of sentiment-backed guesswork • Advertising agencies used surveys and studies • GRPs (Gross rating points) • Advertising was a guess work….. Though it was smarter one • Did not know why it worked….. But it worked Krishna Koppa
Digital Marketing
• Big brands were on Top • Consumers had limited information • Brands got power to influence sentiments by garnering eyeballs & attention • Marketing was about pushing messages to consumers • Pushing through traditional media
Krishna Koppa
Digital Marketing
Old Marketing Paradigm
Clutter
Brand
Message
Consumer
Old Marketing Paradigm : Pushing messages through background clutter
Krishna Koppa
Digital Marketing
Let us look at the present
Krishna Koppa
Digital Marketing
• Lot of noise and information everywhere • Consumers have unlimited info • Consumers are evolving faster than Cos • • • •
IT has created bidirectional channels Some channels ‘pull’ information Message can be ‘pulled’ by customers Dissatisfaction of a customer in a Timbaktoo can be known to customers across world – in seconds
Krishna Koppa
Digital Marketing
“Brands are stripped of their Warm, Protective clothes They stand naked in the cold to be judged by the eyes of the world”
Krishna Koppa
Digital Marketing
But… When brands stand naked, customers can come to know well about brands Trust, Relations, Devotion develop deeper Krishna Koppa
Digital Marketing
Modern Digital Consumer Krishna Koppa
Digital Marketing
Modern Digital Consumer His name is John 35 Yrs, Male From, Newyork He spent $93 per month at this outlet 45% against clothing, 23% against sporting products 22% against personal care
At doors he gets Identified by his unique ID chip in his mobile Krishna Koppa
All Walmart Employees at this outlet have this information on POS Tablets They are ready to assist him !
Digital Marketing
Modern Digital Consumer
Earlier this week he had received an E-mail with 15% discount coupon on dental products as his purchase in this category had slowed down in last 2 months The message pops on his smartphone as a reminder along with Loyalty points A message / reminder pops up on his smartphone
Krishna Koppa
Digital Marketing
Modern Digital Consumer He remembers he had seen a TV commercial on this Oral-B toothbrush When he gets intrigued, he takes his Mobile and scans the barcode/QR code on the packaging.
John goes to tooth brush counter and new Oral-B toothbrush catches eye.
Krishna Koppa
Product pops up on his mobile - 240 review on the product - 3.2 out of 5 stars - Many customers talked about problems with Oral-B - The site offered other info on other tooth brushes - Philips Sonicare has got 4.4 stars out of 5 in reviews Digital Marketing
Modern Digital Consumer With the help of his smartphone social shopping app he finds -
John looks at another toothbrush Philips Sonicare
Krishna Koppa
Sonicare is Liked by 3,50,000 people on FB - Including some of his closest friends on FB - Some of them followed Sonicare on Twitter - Reviews appreciated Sonicare over Oral-B - Esp reviews from Dental Specialists He does a voice research on Google Finds Sonicare Website is the first link to be seen Paid ad of Sonicare offered a coupon Code !! Digital Marketing
Modern Digital Consumer
The story does not end here
John decides to purchase Philips Sonicare A brand he did not know much about Krishna Koppa
Digital Marketing
Modern Digital Consumer His shopping app indicates Price of Sonicare is - $12 cheaper in Amzon.com - $16 cheaper on ebay - Same price at Target store nearby -
Due to instant gratification seen in the product He puts the toothbrush in his cart
John visits shopping app
Krishna Koppa
Digital Marketing
Modern Digital Consumer
His smartphone gets a popup message on complementary offers offered on toothpaste -
Plus 10% off coupon if he buys them together
He follows similar process for all of his shopping ! As he continues walking Dental Counter, the smart cart identifies RFID tag of toothbrush Krishna Koppa
Digital Marketing
Modern Digital Consumer
He swipes his phone over scanner and make payments - Earns more store loyalty points
He uses his phone to make payments
Krishna Koppa
Digital Marketing
Modern Digital Consumer
Customers are evolving much faster than retail stores Single store implementing ‘all of these’ is very rare to find
Digital storefronts like Amazon, Flipkart etc are redefining customer web experience while shopping Krishna Koppa
Digital Marketing
Online Stores
DIGITAL MARKETING Express
Brick-and-mortar stores
Krishna Koppa
Digital Marketing
Fine line between online shopping and brick-andmortar shopping will blur….and eventually disappear ! Brand Loyalty Vs Brand Deal !! Past and Present scene : Brand Loyalty is a key ! Future scene : What is Brand Loyalty !!
Krishna Koppa
Digital Marketing
Earlier Consumer’s Decision Journey Brand loyalty
Desire to Purchase
Purchase Decision
Post-Purchase experience Krishna Koppa
Digital Marketing
New Consumer’s Decision Journey Non-Loyalty (research & shopping)
Critical Moment (ZMOT)
Quasi Loyalty
Desire to Purchase
Blind Brand loyalty
Purchase Decision
Post-Purchase experience Krishna Koppa
Digital Marketing
Factors that determine this Critical Moment are driven by . . DIGITAL MARKETING !!
Krishna Koppa
Digital Marketing
Old Marketing Paradigm
Clutter
Brand
Message
Consumer
Old Marketing Paradigm : Pushing messages through background clutter
Krishna Koppa
Digital Marketing
New Digital Marketing Paradigm Clutter Search Marketing
Brand
Msg
Digital Lens
Mobile Marketing
Social Media Websites
Msg
Msg
Consumer
Video Marketing Digital Storefronts Gamified Spaces
New Digital Marketing Paradigm : Marketing messages must be fragmented and fed in to digital channels to reach consumers at right moment Krishna Koppa
Digital Marketing
ZMOT : Critical moments
Krishna Koppa
Digital Marketing
Traditional Vs Digital Marketing
Krishna Koppa
Digital Marketing
Traditional Vs Digital Marketing
Krishna Koppa
Digital Marketing
Technology behind Digital Marketing Development of technology and Marketing Evolution are intertwined
Krishna Koppa
1
New Tech emerges and is initially the preserve of early adapters
2
Tech gains firm foothold in the market and starts becoming more popular, putting it on marketing radar
3
Innovative marketers jump to explore ways that harness power of this tech to connect with target audience
4
Tech migrates to the mainstream and is adapted into standard marketing practice
Digital Marketing
Technology behind Digital Marketing
These technologies have altered the Relationship between Marketers and Consumers But.. Marketing is not about technology Marketing is about people Technology becomes interesting to Marketers when It connects people with other people effectively Technology has the ability to open up completely new markets and completely shake up existing ones ! Krishna Koppa
Digital Marketing
Internet : Disruption or Opportunity?
Krishna Koppa
Digital Marketing
Internet : Disruption or Opportunity? Internet
DIGITAL TECHNOLOGY
Software applications that run on it Devices that allow people to connect to both network and each other
DIGITAL TECHNOLOGY is the single most disruptive development that has dwarfed all those that have come before it !
Krishna Koppa
Digital Marketing
Evolution of global network of people
“Highway of thought”
“Come here, I want to See You”
Telegram
Telephone
Abott: 1746 : Electric Shock for monks Joseph Henry : 1830 : Long Distance Bell Samuel Morse : 1842 : Morse Code 1850 : 12K + miles of lines in US
Alexander Graham Bell : 1877 Elisha Gray : Few hours earlier
Seed of Internet USSR’s Sputnik Launch : 1957 USA’s Advanced Research Project Agency (ARPA) : 1958 Krishna Koppa
Digital Marketing
Evolution of global network of people
“Precursor to Internet”
“Internet’s Killer Application”
ARPANET Joseph Carl: 1962 : Sown the seeds ARPANET : 1966 IBM and others were sceptical 46 institutes connected : 1974
E-Mail Timlinson : 1971 : 1st Email in ARPANET Birth of @ sign in mails !
INTERNET Vincent Cerf (father of Internet) : 1974 Now with Google ! TCP was first used Krishna Koppa
Digital Marketing
Evolution of global network of people
“Making Connections”
TRUE INTERNET
WEB
TCP/IP : 1983 1000 hosts : 1984 1,00,000 + hooked on to internet: 1989 .com : 1989
Tim Burners Lee : 1989 WWW : 1991 First web page : 1991
“Explosive”
WWW 850% growth between 1991 and 1997 18,957 users : 1995 3,42,081 : 1996 700 Mn : Now ! Krishna Koppa
Digital Marketing
Evolution of global network of people
“Midas Touch”
“Boom, Boom Bang!”
WWW
Dot.com burst
Silicon Valley was set up Amazon, Yahoo, eBay, Google
Similar to what happened to Radio, Telegraph, Telephones etc
“Back to Lost Glory”
Recovery Google search engines High Speed Internet
Krishna Koppa
Digital Marketing
How adoption of tech influences consumer behavior? 1
2 Interconnectivity
4
3 Tech is levelling the info playing field
Relevance filtering is increasing
5 Micropublishing of personal content is blossoming
Niche aggregation is growing
7
6 Rise of ‘Prosumer’
Krishna Koppa
On-demand; any time, any place, anywhere Digital Marketing
Some digital customers data
Krishna Koppa
Digital Marketing
Some digital customers data
Krishna Koppa
Digital Marketing
Some digital customers data
Krishna Koppa
Digital Marketing
Some digital customers data
Krishna Koppa
Digital Marketing
Some digital customers data
Krishna Koppa
Digital Marketing
Big Questions?
What is a digital marketing strategy and why do I need one? How do I know if digital marketing is right for my business?
How do I formulate a digital marketing strategy? Are my customers ready for digital marketing?
Krishna Koppa
Digital Marketing
To decide if my business needs Digital Marketing Strategy?
1
Krishna Koppa
Is my Audience online / is it going to be online?
Are my products /services /brands suited to digital marketing
2
Digital Marketing
Defining Digital Marketing Strategy
No ‘one-size-fits-all’ strategy Every company has to ‘bake’ its own strategy Ingredients remain same Results may vary
Best people to define digital marketing strategy are the ones who know business
Krishna Koppa
Digital Marketing
Components of Digital Marketing Strategy
Know your Customers Know what you want to achieve
Know how you are doing
Krishna Koppa
Know your Competiti on
Know your Business
Digital Marketing
Defining Digital Marketing Strategy?
Know your business
• • • • •
Is your business ready to embrace digital marketing? Are your products/services fit for online promotion? Do you have right tech/infra in place? Do those processes need to change? Are you and your employees ready to accommodate changes?
Krishna Koppa
Digital Marketing
Defining Digital Marketing Strategy?
Know your competition
• • • • • •
Who are your competitors in digital market place? Are they same as your off line competition? What re they doing right? – Emulate them What are they doing wrong? – Learn from them What are they not doing? – Opportunity for you Competition can come from around the globe!
Krishna Koppa
Digital Marketing
Defining Digital Marketing Strategy?
Know your customers
• • • • • •
Who are your customers? What do they need /want…especially from you? Are you servicing the same customers online? Or Targeting a new demography/segment all together? How does this target uses digital technology? How can you use this technology to engage such customers to build relations?
Krishna Koppa
Digital Marketing
Defining Digital Marketing Strategy?
Know what you want do?
• • • • • •
What you want to get out of digital marketing? Are you generating online sales? Or Create sources of targeted sales? Or Create brand awareness? Or Something else? Setting clear measurable, specific goals is the key
Krishna Koppa
Digital Marketing
Setting realistic goals is the key You must be a world’s great archer – but if no one gives you a target to aim at, What good will it do to you?
Krishna Koppa
Digital Marketing
Key traits of online customers
Key traits of Online customers Digital customers are comfortable with the medium
They want it all, They want it now
They are fickle. Brand Loyalty? Huh !!
Krishna Koppa
They are in Control.
They are vocal
Digital Marketing
Digital Marketing Mix PLACE
PRICE
Internet - through whatever source Other digital spaces of interaction and engagement
- Online and Offline - Website/SEO/PPC/Affiliate partnership/SM/E-mail/ Mobile/CRM/Content Mktg/Display media
PROMOTION
Krishna Koppa
Digital Marketing Mix
- Transparent, Competitive - Customer Value Proposition - Value for Money /Time - Others are waiting to highlight your prices online !
- Good offering with CVP Products that don’t fail - Customers can shout louder from a tallest building in cyberspace!
PRODUCT
Digital Marketing
WEBSITE Hub of your digital world
Krishna Koppa
Digital Marketing
Big Questions on Website? Why is website so important? How to build an effective website?
How to structure the information on the website? What is usability? And why one should care? Why are accessibility and web standards are important? What is responsive web design (RWD)?
How to create compelling web content?
Krishna Koppa
Digital Marketing
Website Mobiles / Smartphones
Connected Television
Computer screen
Website is a shop window to your digital window. It is a place of your business Website is a single piece of most valuable digital real-estate you won You can change anything and everything on website, It is yours !
Krishna Koppa
Digital Marketing
Website
Traffic Driver
To drive targeted traffic to site Online brochure To tell what you are
Krishna Koppa
OR
Conversion Engine
Converting traffic in to prospects and customers Traffic from all digital channels are converted in to tangible results Conversion goals are the key
Digital Marketing
Website – Conversion goals GOALS
Website acting as Conversion Engine
Direct : product information, online ordering, enquiry forms etc Indirect : brand and business information, building trust etc
GOALS Actual online purchase (sales transaction) Online enquiry (lead generation) Subscribing for your news letter (future marketing) etc Multiple, layered goals can be designed Primary, Secondary goals
Krishna Koppa
Digital Marketing
Building an effective web site Effective and Not just Successful. ie Tarffic driver Vs Conversion Engine
Effective website is convergence of business goals and customer wants
Effective website is convergence of business goals and customer wants
Krishna Koppa
Digital Marketing
Main steps in building an effective web site 1
2 Planning
3 Design
Development
4 Testing
5
6 Deployment
Krishna Koppa
Responsive Web Design (RWD)
Digital Marketing
Before you start this….. Know why you are building a website Building usability and accessibility in your website
Words make website tick. Always have list of target key words to optimize site Know your competition.. If max no. of your keywords are found there… They are your online competition Know your competition.. If max no. of your keywords are found there… They are your online competition
Krishna Koppa
Digital Marketing
While choosing domain name…. Make it catchy Use country specific TLD (Top Level Domain) You can buy multiple domain names to prevent others to register the same Consider different suffixes Keywords in a domain name can be beneficial
Krishna Koppa
Digital Marketing
Different types of hosting websites
Types of hosting websites Virtual dedicated hosting (Virtual Private Servers - VPS)
Shared Hosting accounts
Server Colocation
Krishna Koppa
Dedicated Hosting
Cloud-based hosting
Digital Marketing
Choosing a host company 1 Choose a host in the country where you target market lives : SE delivers local results based on host address
2 Make sure the host is reliable
3 What sort of support do they offers 4 Back up and disaster recovery 5 What do others think 6 Shop around Krishna Koppa
Digital Marketing
Choosing a Web designer 1 Look at their own website
2 Examine their portfolio 3 Ask their customers for recommendations
4 What is their online reputation 5 Are they designing sites to be found 6 Do they adhere to web standards Krishna Koppa
Digital Marketing
Arranging information in Website Define your content structure:
Start with your keywords : Decides content and search terms to rank high on SERPs
• Usability • Visibility • Rank in SERPs • Potential to convert traffic
Themes, Categories & subcategories, Summary to details
Your Homepage: Imp but lease useful. Deeper pages are better than Homepage for ‘search’ users
Krishna Koppa
Digital Marketing
Writing effective web content
1 Grab attention : Point from the start 2 Make it scannable : No uninterrupted text 3 Make it original : Unique, Original, Engaging users, Relevant
4 Use the inverted pyramid : Main first, details later…decreasing importance
5 Be consistent : Simple, Easy to ready, Consistent
6 Engage with your reader : Talking to an individual and not an audience !
Krishna Koppa
Digital Marketing
Dozen mistakes you must avoid in web design
1
Design does not speak for itself
7
User filtration : membership, CAPTCHA, registration, link to FB or Google a/c
2
Noisy, Unorganized visuals
8
Unreachable contacts
3
Design manipulates /prohibits users from spontaneity
3
Designs that will work only when…
4
Unclear /broken navigation & structure
4
Using splash pages : barrier to SEO results
5
Confusing & misleading links
5
Old design and content
6
Long pages : length (horizontal or vertical) and time
6
No further analytics
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Website – Hub of digital world
Blog
Google+
Youtube
Website Twitter
Peripheral networks may change but the structure remains same Krishna Koppa
Digital Marketing
Website and SEO
“Provide high quality content on your pages, especially your homepage. This is the single most important thing to do” - Google
Krishna Koppa
Digital Marketing
Website and SEO 1 Create link worthy content : Expert content only you can write
2 Invite Social sharing : Make it easy to share the content
3 Have a focus keyword for
each page: For better SERP ranking
6 Create Meta-tags & meta-
description : find SEO plugins 7 Let keyword density develop
naturally: Keep focus on content 8 Develop alternate text for
images: SEs see images in terms of texts
4 Use clear Web address: Use keywords here too
5 Have keywords in title of the
9 Link social assets: Make sure there is free flow of traffic from website and the social assets
page: in first four words Krishna Koppa
Digital Marketing
What Are Meta Tags? Meta tags are snippets of text that describe a page’s content; the meta tags don’t appear on the page itself, but only in the page’s code. We all know tags from blog culture, and meta tags are more or less the same thing, little content descriptors that help tell search engines what a web page is about.
Krishna Koppa
Digital Marketing
Some types of Meta Tags • Meta Keywords Attribute - A series of keywords you deem relevant to the page in question. Are abused much. Google does not use these now in its algorithm
• Title Tag - This is the text you'll see at the top of your browser. Search engines view this text as the "title" of your page. Too important and used much now a days • Meta Description Attribute - A brief description of the page.
Krishna Koppa
Digital Marketing
Website – Personalization for effective content strategy One can know personal details of the visitor of the site • Geographical location of the person • Device and browser they are accessing the site with • The operating system of the device used to access site • The website the person was referred from • How the person has interacted with your website in the past
Krishna Koppa
Digital Marketing
Other Tools for Success
Driving success with Landing pages and PPC
Krishna Koppa
• Not appropriate for all websites • Landing pages with small PPC campaigns • Landing pages are different from other web pages • User visit this page as ‘destination’ from some other offer or CTA (call to action) • Landing page has limited offnavigation : Many inlets but not more than one outlet
Digital Marketing
Other Tools for Success
Remarketing
Krishna Koppa
• If the users does not see interest in a page, they ‘bounce’ • A bounce rate is when someone hits the page and ‘bounces’ before performing any action on the page • Google AdWords and AdRoll are a great way to increase exposure and conversions by displaying image ads to visitors to the landing page
Digital Marketing
Other Tools for Success
Tactics for conversion
Few CTAs (conversion goals) on landing page • Include ‘premium content’ on your website that is available to registered members • Create a content that can be sent to users via a e-mail • Create compelling CTA – like free service, free consultancy, discount coupon etc.
Krishna Koppa
Digital Marketing
Other Tools for Success
Measurement and Analytics
Measuring traffic against your conversion goals is an imp task • Applying the knowledge gained from analysis and making changes in website • • • •
Google Analytics Mint KISSmetrics Mixapanel
• A/B testing • Control page and Challenge page Krishna Koppa
Digital Marketing
Other Tools for Success Behavioral Aanlytics Measurement and Analytics
Krishna Koppa
• Real-Time Visitor Reporting • Woopra : an application used to see real-time visitors by location, referral source, top page, recurring visitors • Clicky Web Analytics • Google Analytics • Visitor visualization • Crazyegg : Just like heat maps. One can know where user is clicking on the page • ClickTale : Incl Mouse movements ! Digital Marketing
Vs
Krishna Koppa
Digital Marketing
PPC (Pay Per Click)
is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked.
It is defined simply as “the amount spent to get an advertisement clicked” It is also called as CPC (cost per click) PPC displays “Advertisements” also known as “Banner Ads” More popular the keywords are, More costly PPC is
Krishna Koppa
Digital Marketing
PPC
Krishna Koppa
Digital Marketing
PPC leading to Call To Action site and not increasing traffic to homepage/ just one site
Krishna Koppa
Digital Marketing
Search Engines SEO /SEM
Krishna Koppa
Digital Marketing
SEO
Learning Objectives • Are customers finding you? Why search is so important? • What is Search Engine? SEO? • How huge it is? • Is it SEO or Optimizing your site for Search • SEM and SEO • What is black-hat SEO and how to avoid it?
Krishna Koppa
Digital Marketing
SEO
Search or Social Media
Which one is a Winner ? Krishna Koppa
Digital Marketing
SEO /SEM : Are they still holy grail for Marketers? • Earlier, it was Search. Search. Search! • Social Media peeping in to compete • Growth of mobiles shifted limelight from SEO to SM
• In 2010, More FB visitors than Google !! • In 2013, Organic search traffic dropped by 6% while social referrals doubled !
Is ‘Search’ loosing sheen? Krishna Koppa
Digital Marketing
SEO /SEM : Are they still holy grail for Marketers? • Getting volume of traffic is just a part of job!
What is more Important and needed is…… Getting right targeted audience is more imp Getting your information in front of highly targeted audience is more imp – precisely at the moment when they are needing it! Getting Conversions is more important Krishna Koppa
Digital Marketing
Website – Hub of digital world
Blog
Google+
A virtual, global shopping place, Youtube
Website Twitter
Krishna Koppa
Place of transactions
Place of interactions/engage ment Real Business/Real People/Real Time
Digital Marketing
Why ‘SEARCH’? • Customer randomly choosing your website. What is the possibility?
Unless they know, learn about your site…they don’t visit
By word of mouth (online/offline), Traditional advertising Following a link from another site Clicking on link on SERP
Krishna Koppa
Digital Marketing
Why ‘SEARCH’?
• Popular sites (and specific, niche sites) can be remembered and accessed directly / social media • Or mobile apps
• For all other sites? Customer obviously can not remember URL of all other sites !!
Customer finds Search Engine as a savior
Krishna Koppa
Digital Marketing
Search Engine Industry • Search Engine Industry – is still in early stages of growth! • Billions of pages get searched by engines • Yahoo!, Bing, Ask and Google • Google, started in 1998, lot of miles ahead of others! The industry is growing but evolving. Digital marketers need to learn to shoot at moving target.
SEO is mix of several factors • Quality of site’s architecture, content, influence of other web sites, social channels, endorsements,
Krishna Koppa
Digital Marketing
Search Engine Industry
In 2013, no of searches per month in US were equal to 2.5 times population of the earth Trends across other countries are no way different ! Krishna Koppa
Digital Marketing
Search Engine Industry – few imp points to know • 70%-80% of the users ignore paid ads. Instead they focus on organic search results • 75% of the users don’t even go past first page • Companies that blog have 400% more indexed pages • More indexed pages mean more leads • SEO leads have high conversion close rates. 14.6% closure rates as compared to 2% of direct marketing 18% of the clicks take the site to #1 position pon Google search page. 10% to #2 position and 7% to #3 position
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
How Search Engines work?
How do search engines work? Why should a marketer know it? Is it not too technical? Is it Search Engine Optimization? Or Optimizing your site for Search? Krishna Koppa
Digital Marketing
How Search Engines work? Mission of Search Engines
Timely Results
Relevant Results
High Quality Results
Krishna Koppa
Reason of existence of any Search Engine
Digital Marketing
How Search Engines work? Search Engines : Their goals
Better experience of the user, Better the reputation of the Search Engine
Krishna Koppa
More the Users, More advertisers, More Revenues
Digital Marketing
How Search Engines work?
SEM
SEO Krishna Koppa
Digital Marketing
SEO
Optimizing the site for search engines
Krishna Koppa
Digital Marketing
Optimizing your site for the engines • SEO is not a rocket science • It is Simple….But not easy • Just understand why a site comes in top in ranking and then replicate and join the list ! Some tips • Google Webmaster Central •
http://www.google.com/webmasters
• Bing Webmaster Tools •
http://www.bing.com/toolbox/webmaster
• Yahoo! Web publishing Tools • Krishna Koppa
http://www.tools.search.yahoo.com/about/ forsiteowners.html Digital Marketing
Steps in Optimizing your site for the engines 1. Make your site easy to crawl 2. Words are the foundations for SEO 3. Choosing effective keywords 4. Analyze the competition 5. What to do with Keyword List? 6. Long-tail Vs Short-tail keywords 7. Focus on one page at a time 8. Give each page a unique theme 9. Choose your page titles carefully 10.Give each page a unique meta description 11.Make navigation easy for users and search engines 12.Tag visual content for search engines 13.Enhance Search Engine listings 14.Content and the search engine 15.Keywords in content 16.Links – second only to content 17.Submitting your site URL and sitemap to search engines 18.Local SEO 19.Start All over Again !! Krishna Koppa
Digital Marketing
Optimizing your site for the engines 1 Make your site easy to crawl
• Least difficult for engines to index your website • Site must not present hurdles to search engine spiders • Spiders are interested in text, text, text and not images/animation • Each page to be visited by a simple text based hyperlink • ‘Window dressing’ is important but not too that extent that your site discourages spiders to crawl on you !
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 1 Make your site easy to crawl
Spider Traps : Avoid these
All Flash Website
JavaScript Navigation
Frames
Image maps and other non-text navigation
Dynamically generated pages
AJAX
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 2 Words are the foundations of SEO
• You must know what ‘key words’ that are being typed by users • Search engines understand meaning of keywords…. Context of search and semantic search
• Just focusing on meaning of keywords : May not help. This kind of searching is declining
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 3 Choosing effective keywords
• Know your target market /audience very very well • Put yourself in their shoes! • Play around ‘Seed’ Keywords and find combination of search terms and find results • Understand why some sites are on the top on these ‘keywords’… Analyze them ! • Some tools for keywords suggestions • • • •
Krishna Koppa
Google Adwords : http://bit.ly/GoogKWTool SEO Book : http://bit/ly/UDMSEOBook Trellian’s : http://bit.ly/KWDiscovery Or just go and search in the engine !!
Digital Marketing
Optimizing your site for the engines 3 Analyze the competition
• There are tools that give you ‘keyword’ wise competition list …Sites being ranked well on such words • www.SEOtoolset.com or
www.compete.com
• Get target audience in a group and brainstorm
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 5 What to do with Keywords List?
• Narrow it to more manageable size : based on money, time, other resources capabilities • Avoid general keyword : You will find yourself in a jungle ! • Balance between ‘Keyword Search Volume’ and ‘Keyword Specificity’ that would drive targeted market towards you
• Keywords must ideally be ‘2-3 words long’ !!
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 6 Long-tail Vs Short-tail keywords
• Short-tail keywords = high tarfficked • Long-tail keywords = low trafficked ‘hotel’ or ‘cheap hotel’ or ‘hotel in Bangalore’
Vs ‘Cheap hotel in central Bangalore’ Phrases must satisfy 1. Volume : No of people using the term to search 2. Competitiveness and Relevance 3. Profitability : based on products/services with best margin
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 7 Focus on one page at a time
• Is it Site Optimization or ‘Page optimization’? • New pages get created to Use the chosen keywords
• Search engine does not present site to user…It presents a page ! • Each page to have different keyword to reflect the content of the page • Isolate important keywords in the market and create individual pages with unique, relevant and small number of keywords
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 8 Give each page a unique theme
• Give uniqueness to each page • Home page, product page, services page, etc • Optimization becomes more specific
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 9 Chose your page titles carefully
• HTML tag that lives in the heading of the web page • = ‘clickable’ blue ink title what search engines show to users in SERPs This is very important for following reasons • Search engines use this factor to rank your page • This is the first glimpse the user see !
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 10
Give each page Meta-description • HTML tag = invisible to user but visible to search engines Search engines using meta tags is very inconsistent…. Not much useful yet not at all a problem !
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 11
Make navigation easy for visitors and search engines • Search engines use Site Structure to decide on relative importance of pages • Sites linked to main page are important • Deeper (secondary and tertiary pages are less relevant) • Words used in Navigation are also keywords! • So, use specific terms and not general terms for navigation • Ex : don’t use ‘product’ or ‘services’
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 12
Tag Visual content for Search Engines • Tag the images • One can use ALT description to images and captions
Engines are becoming much better in identifying images now a days.
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 13
Enhance Search Engine Listings • Data Markup = way of providing additional meaning and context to the search engines about the content of the page • Eg : Reviews, Star ratings, Dates, Events, etc…. • The data within the site can be tagged • www.schema.org
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 14
Content - the most important thing on your web site • Content is the reason why users want to visit a site • Content = All of the text (what spiders see) + visuals, animation, videos, banners, graphics (what spiders don’t see)
• Content is written for human audience and not search engine spiders • Human Audience first and then spider friendly ! • What a web content should be : is already covered in last chapter
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 15
Content and the search engines • Search engines are becoming smarter • They, no more, rely on meta-tag searches • They look at analyze and interpret content
• 2 things are most important • Relevance of the content • Authority (originality) of the content
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 16
Keywords in Content • Balance between Keywords and Content ! • Write the content for users – keeping keyword in mind for each page • Do not worry much ! • Search Engines have started understanding semantic relations between words, phrases, context of search by user • Leave the work to Search Engines. They are smarter now!
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 17
Links – only second to content • Nothing is better than having high quality inbound links to the website • If you have great content – you can attract inbound links from ‘authority’ websites or other links • Piggy ride on websites with high impact
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 18
Links – only second to content • Nothing is better than having high quality inbound links to the website • If you have great content – you can attract inbound links from ‘authority’ websites or other links • Piggy ride on websites with high impact
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 16
Links – only second to content
Why links are so important • Search engines try to fulfil user’s search request • To decide which pages in their index are relevant • Then, rank the pages in terms of quality and importance
• Search engines, unlike humans, can not understand quality of pages !! • Thus, engines have to settle for other criteria • Quantity and quality of references – or links- to rank that page • Each link is a vote of confidence • Boosts overall rankings in SERPs
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 16
Links – only second to content
Role of internal and external links • External links : links that reside on your pages but do not belong to domain = links from other website • External links give boost to ranking in SERPs
• Internal links : links that reside on your pages and belong to your domain = links from your own website • Best way of ‘distributing’ the authority accrued by your more popular pages to other pages you want to rank for
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 16
Links – only second to content
How to get good links? • Linking just for sake of getting ranked? : Risky and may get black listed by engines !! Getting high quality links through ethical means 1. 2. 3. 4. 5. 6. 7. 8. 9.
Generate valuable content that others want to link to Let people know your site is out there : Blogs, promotion, email listings etc Create your own blog Network, network, network ! Ask the people who are linked to your competitors : SearchMetrics, LinkDex etc Encourage links within content and with descriptive anchor text Submit your site to high-quality directories : www.dmoz.com, dir.yahoo.com Use link bait Offer to swap links with a select few relevant, high quality sites
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 17
Submitting your site URL and sitemap • Not necessary anymore, if you have followed earlier 18 steps ! • Spiders can easily find you • However, no harm in submitting your site and site map to engines • May not improve your rankings but help engine spiders crawl effectively and indexing is done faster • Sitemap protocol was introduced by Google in 2005
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 18
Local SEO • If you are getting all of your customers locally, you must consider local SEO
Important tips 1. For local SEO, create a local profile on Google 2. NAP citations : Name, Address, Phone number 3. Lots of reviews : Preferably good ones
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 19
Start all over again ! • All 18 steps over... Job done in optimization? NO ! Measure
Refine
Monitor
• Optimization is dynamic, iterative, ongoing process
Krishna Koppa
Digital Marketing
Optimizing your site for the engines 19
Start all over again ! • http://bit.ly/UDMSEOBook : for best SEO resources
Krishna Koppa
Digital Marketing
Search Engine in Digital Marketing
Krishna Koppa
Organic results
Paid results
SEO – Search Engine Optimization
SEM – Search Engine Marketing
Digital Marketing
How Search Engines work?
SEM
SEO Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing
SEM – Search Engine Marketing
Krishna Koppa
Advertising on Search engine
Digital Marketing
SEM – Search Engine Marketing
What is SEM?
Krishna Koppa
How does SEM work?
How to use
Why use
SEM?
SEM?
Digital Marketing
SEM – Search Engine Marketing SEM is a Paid-Search is nothing but advertising on search engine. You pay search engines (Google/Bing etc) for the privilege of getting searchers to click on your advertisements to come to your website
= PPC : Pay Per Click = CPC : Cost Per Click
= CPM : Cost Per Thousand
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing • When a searcher enters a query, engine returns Organic results • It also determines which ads to show that are relevant These ads may sit adjacent to or above the organic results They used to be text-based ads…Now, may come with enhanced listings with images, and other data They may include Price, product details etc
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing
PPC keywords are bid on by advertisers in an auction style Higher the bid, higher is the placement in SERPs and visibility of the ad ‘Quality Quotient’ is also used to place ads. : Quality of PPC content and Quality of landing page (Eg : google AdWords’ Quality Score) ‘CTR – Click through rate : Popularity of the ad, How many Clicks an ad gets? Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing
Many reasons to use SEM.
1
2
Generate traffic while waiting for your SEO to kick in with organic results Highly Targeted ads means a better chance of conversions - you pay only when targeted customer clicks ! - Geographical targeting made easy - Higher ROI for investment
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing
Many reasons to use SEM. - Other benefits of using SEM 1. 2. 3. 4.
Full financial control Full editorial control – over every aspect of campaign Testing, tracking and tweaking on the fly (CTR comparisons) Improve your reach : different keywords mean different targets 5. Transcend the boundaries of SERPs : Not just on Engines’ websites, but also on their affiliate pages (Eg : Google and Gmail) Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing
How to get started and make best use of SEM? - Automated wizards of engines have made it easy to register for SEM (may take max 30 minutes!)
1.
Choose your keywords wisely (Different Keywords : Brand / Product Specific, Generic /Long-tail / misspellings / Negative keywords)
2. Match Types (Match types may affect CPCs and quality score) 3.
Important points to keep in view (Optimizing your ads, Converting customers, Measure everything and test)
4. Understand downsides of SEM (Very few but biggest downside is increasing cost of PPC due to increased number of companies going for SEM and plethora of keywords) Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing 1.
A
B
C
D
E
F
Choose your keywords wisely
Brand keywords : They may include variations Eg : Sony, Sony Electronics, Product Specific keywords : Eg : Television, Walkman, Curved TV etc Generic Keywords : Eg : TV, Company, Japan, LED, LCD, Service Log-tail Keywords : Eg : Best TV in the world, Innovation in Electronics etc Misspellings: Eg : Televesion, Sony expeeria, etc : Less expensive PPC Negative keywords: Eg : Caribbean Cruise or Star Cruise (Do add –Tom to avoid being shown when Top Cruise is searched)
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing 2. Match Types (Match types may affect CPCs and quality score)
A
Exact Match
B
Phrase Match
C
Broad Match
D
Broad Match modifier
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing Exact Match Keyword
Ads may show on searches for Ads won't show on searches for buy men's garments
men's garments men's garments
Phrase Match Keyword
men’s garments on sale
mans’ garments
looking for men's garments
Ads may show on searches for Ads won't show on searches for
men's garments
Broad Match Keyword
men's garments
Male’s garments
man's garments
Man’s formal garments
buy men's garments
Male’s casual garments
Ads may show on searches for garments for males
men's garments
apparels for men looking for used clothing for men
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing 3.
A
B
C
Important points to keep in view (Optimizing your ads, Converting customers, Measure everything and test)
Optimizing your ads • Be specific, Must entice searchers to click,,,and buy !! Else waste of money Converting clicks to customers: • Convert prospects to paying customers • Don’t direct clicks to homepage… instead direct them to CTA (click to action) page or a landing page • Lower or nil conversions mean just clicks and traffic…and waste of money Measure everything and Test Start small Track the campaign carefully Try different ad combinations, different landing pages, different keywords, Measure how changes impact CTR, Conversion rates and Cost per conversion
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated by an advertisement. The basic formula is: Pay-per-click ($) =
Advertising cost ($) Ads clicked (nos)
Flat-rate PPC In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for each click. The flat-rate model is particularly common to comparison shopping engines, which typically publish rate cards
Bid based PPC The advertiser signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher or, more commonly, an advertising network.
Each advertiser informs the host of the maximum amount that he or she is willing to pay for a given ad spot (often based on a keyword
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing Top 10 tips for SEM success 1. 2.
Define goals and objectives Target your search account to your website : create individual ad groups around products you have pages for 3. Keep relevant keywords – unique and minimum 4. Write creative for each ad group and run 3-4 variations to test which works better 5. Think carefully about match types.. Not necessarily broad options work always ! 6. Include as many as negative keywords 7. Decide if to do in-house or through an agency 8. Focus on ‘Quality Score’ and user experience 9. Keep closer eye on competition and search landscape 10. Optimize your website and accounts continuously…
Krishna Koppa
Digital Marketing
Integrating SEO and SEM
SEO
Effective in Log-term Low cost acquisition model • SEO to be used to get clarity on targeting terms of SEO strategy
Krishna Koppa
SEM
Increase Conversion Rates
Instant gratification • Google does not allow keyword tracking analytics. So PPC is helpful in creating keywords for SEO • Best for testing CTR • Helps in reducing bouncing rates and increases Quality Score
Digital Marketing
Search Engine in Digital Marketing
Krishna Koppa
Organic results
Paid results
SEO – Search Engine Optimization
SEM – Search Engine Marketing
Digital Marketing
How Search Engines work?
SEM
SEO Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing
SEM – Search Engine Marketing
Krishna Koppa
Advertising on Search engine
Digital Marketing
What is SEM?
Krishna Koppa
How does SEM work?
How to use
Why use
SEM?
SEM?
Digital Marketing
SEM is a Paid-Search is nothing but advertising on search engine. You pay search engines (Google/Bing etc) for the privilege of getting searchers to click on your advertisements to come to your website
= PPC : Pay Per Click = CPC : Cost Per Click
= CPM : Cost Per Thousand
Krishna Koppa
Digital Marketing
• When a searcher enters a query, engine returns Organic results • It also determines which ads to show that are relevant These ads may sit adjacent to or above the organic results They used to be text-based ads…Now, may come with enhanced listings with images, and other data They may include Price, product details etc
Krishna Koppa
Digital Marketing
PPC keywords are bid on by advertisers in an auction style Higher the bid, higher is the placement in SERPs and visibility of the ad ‘Quality Quotient’ is also used to place ads. : Quality of PPC content and Quality of landing page (Eg : google AdWords’ Quality Score) ‘CTR – Click through rate : Popularity of the ad, How many Clicks an ad gets? Krishna Koppa
Digital Marketing
Many reasons to use SEM.
1
2
Generate traffic while waiting for your SEO to kick in with organic results Highly Targeted ads means a better chance of conversions - you pay only when targeted customer clicks ! - Geographical targeting made easy - Higher ROI for investment
Krishna Koppa
Digital Marketing
Many reasons to use SEM. - Other benefits of using SEM 1. 2. 3. 4.
Full financial control Full editorial control – over every aspect of campaign Testing, tracking and tweaking on the fly (CTR comparisons) Improve your reach : different keywords mean different targets 5. Transcend the boundaries of SERPs : Not just on Engines’ websites, but also on their affiliate pages (Eg : Google and Gmail) Krishna Koppa
Digital Marketing
How to get started and make best use of SEM? - Automated wizards of engines have made it easy to register for SEM (may take max 30 minutes!)
1.
Choose your keywords wisely (Different Keywords : Brand / Product Specific, Generic /Long-tail / misspellings / Negative keywords)
2. Match Types (Match types may affect CPCs and quality score) 3.
Important points to keep in view (Optimizing your ads, Converting customers, Measure everything and test)
4. Understand downsides of SEM (Very few but biggest downside is increasing cost of PPC due to increased number of companies going for SEM and plethora of keywords) Krishna Koppa
Digital Marketing
1.
A
B
C
D
E
F
Choose your keywords wisely
Brand keywords : They may include variations Eg : Sony, Sony Electronics, Product Specific keywords : Eg : Television, Walkman, Curved TV etc Generic Keywords : Eg : TV, Company, Japan, LED, LCD, Service Log-tail Keywords : Eg : Best TV in the world, Innovation in Electronics etc Misspellings: Eg : Televesion, Sony expeeria, etc : Less expensive PPC Negative keywords: Eg : Caribbean Cruise or Star Cruise (Do add –Tom to avoid being shown when Top Cruise is searched)
Krishna Koppa
Digital Marketing
2. Match Types (Match types may affect CPCs and quality score) A
Exact Match
B
Phrase Match
C
Broad Match
D
Broad Match modifier
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing Exact Match Keyword
Ads may show on searches for Ads won't show on searches for buy men's garments
men's garments men's garments
Phrase Match Keyword
men’s garments on sale
mans’ garments
looking for men's garments
Ads may show on searches for Ads won't show on searches for
men's garments
Broad Match Keyword
men's garments
Male’s garments
man's garments
Man’s formal garments
buy men's garments
Male’s casual garments
Ads may show on searches for garments for males
men's garments
apparels for men looking for used clothing for men
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing 3.
A
B
C
Important points to keep in view (Optimizing your ads, Converting customers, Measure everything and test)
Optimizing your ads • Be specific, Must entice searchers to click,,,and buy !! Else waste of money Converting clicks to customers: • Convert prospects to paying customers • Don’t direct clicks to homepage… instead direct them to CTA (click to action) page or a landing page • Lower or nil conversions mean just clicks and traffic…and waste of money Measure everything and Test Start small Track the campaign carefully Try different ad combinations, different landing pages, different keywords, Measure how changes impact CTR, Conversion rates and Cost per conversion
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated by an advertisement. The basic formula is: Pay-per-click ($) =
Advertising cost ($) Ads clicked (nos)
Flat-rate PPC In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for each click. The flat-rate model is particularly common to comparison shopping engines, which typically publish rate cards
Bid based PPC The advertiser signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher or, more commonly, an advertising network.
Each advertiser informs the host of the maximum amount that he or she is willing to pay for a given ad spot (often based on a keyword
Krishna Koppa
Digital Marketing
SEM – Search Engine Marketing Top 10 tips for SEM success 1. 2.
Define goals and objectives Target your search account to your website : create individual ad groups around products you have pages for 3. Keep relevant keywords – unique and minimum 4. Write creative for each ad group and run 3-4 variations to test which works better 5. Think carefully about match types.. Not necessarily broad options work always ! 6. Include as many as negative keywords 7. Decide if to do in-house or through an agency 8. Focus on ‘Quality Score’ and user experience 9. Keep closer eye on competition and search landscape 10. Optimize your website and accounts continuously…
Krishna Koppa
Digital Marketing
Integrating SEO and SEM
SEO
Effective in Log-term Low cost acquisition model • SEO to be used to get clarity on targeting terms of SEO strategy
Krishna Koppa
SEM
Increase Conversion Rates
Instant gratification • Google does not allow keyword tracking analytics. So PPC is helpful in creating keywords for SEO • Best for testing CTR • Helps in reducing bouncing rates and increases Quality Score
Digital Marketing
Social Media
Krishna Koppa
Digital Marketing
Social Media – What will we study?
What do we mean by Social Media?
What are rules of SM engagement?
How can customer inputs help you to do business effectively?
Krishna Koppa
How is it changing Digital Marketing landscape?
Why should you get involved?
How can you harness power of SM to reach and engage customers?
Digital Marketing
Social media is fusion of Sociology and Technology
Need to interact with others is hard-coded in our DNA !
Krishna Koppa
Digital Marketing
Social Media – What is it? Social media is the umbrella term for web-based software and services that allow users to come together online and exchange, discuss, communicate and participate in any form of social interaction
Social media or Web 2.0 is any web-based environment that allows users to easily create, publish and share content. The User is able to control the data, to create modify, discuss an share internet content.
Krishna Koppa
Digital Marketing
What does it include?
Krishna Koppa
Digital Marketing
Social Media – What does it involve? The interactions may include Text, Audio, Images, Video and other media – individually or in any combination It can involve generation of new content or /and recommendations/sharing of existing content Review and rating of products, services, brands
Discussing hot topics of the day Pursuing hobbies, passions and interests Sharing of experience and expertise Almost Anything that can be distributed through digital channels Krishna Koppa
Digital Marketing
Social Media – Is it New?.... Not really ! Some older Social mediaevolution immediately after Internet Innovation
Dial-in-bulletin board services (DBBS) Online Communities like Compuserve, Prodigy – allowed to post
Designed for Innovators and Early Adapters
messages
Remember ‘Chasm’?
Usernet Groups (early online discussion groups) IRC (Internet relay Chats) brought in realtime chat : Yahoo Chats Discussion rooms Krishna Koppa
Digital Marketing
Social Media – A critical media today Today’s Social Media for Marketers
It is Naturally Compelling : We are biologically programmed to be social
SM is nothing to be afraid of : Rules are dictated by consumers and not marketers
Krishna Koppa
Make or Break Dilemma ! Consumers can talk positively as well as negatively – that to faster, spreading the sharing like a wild-fire. You cant control this open conversation ! But, SM is actually all about it – people talking, sharing, connecting with people
Digital Marketing
Why it is good for marketers to get involved in SM?
People are talking about you, whether you like it or not. Be part of it and try to have positive influence on its direction Its better to listen to them, engage them and not wander away from it. Talk to them – not at them. Listen to them !
Krishna Koppa
Digital Marketing
Why it is good for marketers to get involved in SM? Key benefits for Marketers Deeper Engagement with customers
Get insights not available any other way
Happier Customers Your customers are online everyday
Provided Feedback
Create Better Products
Evangelize
More Customers Krishna Koppa
Digital Marketing
Why it is good for marketers to get involved in SM? Other benefits of Social media for Marketers Stay Informed : Find out what your customers really think – Know them, Know their perceptions, without being intrusive
Raise your Profile: Helps you appear responsive, authoritative in your field. Level the playing field: Traditional focus groups and research/surveys are expensive. Even small players can afford social media.
Influence the influencers: Active participants are targeted influencers. Create Buzz Nurture Brand advocacy: Engage people with +ve attitude towards your brand. They can be your employees!
Pass it on: SM has great capacity for viral propagation. Leads to viral marketing. Online equivalent of word-of-mouth…. But this travels faster and further !
Wisdom of the crowd: Generate Ideas. Thousand heads are better than one while addressing business problems. Nothing to loose !
Krishna Koppa
Digital Marketing
Different forms of Social media Most Social Websites do not sit in single categories… But combination of these
Personal interaction
Creating
Exchanging
Sharing
Rating
Discussing relative merits
Audio , Video
Anything that is distributed in Digital form
CONTENT The content can be linked to
Other websites
Krishna Koppa
News articles
Blog posts
Photographs
Digital Marketing
Different forms of Social media
Review and Rating Sites Media Sharing Sites Forums and Discussion Sites
Social media Submission Sites
Krishna Koppa
Social network Sites
Blogs
Podcasts
Micro-blogging
Wikis
Digital Marketing
Different forms of Social media 1
Social media Submission Sites What is it? They are social book marking sites You can actively submit links to content you ‘like’ for the people to rate and rank More the votes, more is the ranking and end up on home page
Major players / examples
How can marketer use this media? Find out what people are interested in What is the buzz all about?. Understand popular contents, look at reviews, what they like and don’t like. Amplify your exposure, traffic and online reputations Submit relevant and interesting content Raise your profile and become authoritative in your field
Krishna Koppa
Digital Marketing
Different forms of Social media 2
Forum and Discussions What is it? Sites where anyone can sign in and start their own online or email-discussion community on any topic General and Specific verticals
How can marketer use this media? Get closer to your customers Raise your profile Nip bad things in the bud. Direct the groups towards positive goals Targeted traffic. Not just traffic
Major players / examples
Krishna Koppa
Use links being allowed along with your signature – carefully.
Digital Marketing
Different forms of Social media 2
Krishna Koppa
Forum and Discussions
Digital Marketing
Different forms of Social media 3
Media sharing sites What is it? Lets people share images, videos grouped around topics Sharing of slides content too is possible Can be micro in nature (6 second video looping, Eg : vine.co)
How can marketer use this media? Find what turns your target markets on A ready-made vehicle for content distribution
Major players / examples
Krishna Koppa
Digital Marketing
Different forms of Social media 3
Krishna Koppa
Media sharing sites
Digital Marketing
Different forms of Social media 4
Review and rating sites What is it? They allow users to review and rate companies, products, brands, services, books, music, hotels etc Can be a standalone site or Review component to added to broader site like amazon.com
How can marketer use this media? Advertising Insights in to what is good and what is not Find out what people really think (satisfaction survey – directly from the field). Save money.
Demonstrate good customer service Major players / examples
Krishna Koppa
Competition tracking – of processes, products and services
Digital Marketing
Different forms of Social media 4
Krishna Koppa
Review and rating sites
Digital Marketing
Different forms of Social media 5
Social Network Sites What is it?
Social utilities that connect you with the people around you Allow users to build groups(s) with whom ‘friends’ can share things of all sorts Rekindle old ones, reinforce new ones ! Simultaneous, faster, bulk communication Choose whom you want to share information
Major players / examples
Krishna Koppa
How can marketer use this media? Advertising – usually based on PPC. Targeting based on profile information and actions Improve your online reputation and exposure – Companies are allowed to create pages and have ‘fans’ and ‘likes’
Nurture social evangelists – attract brand advocates and recruit and nurture brand ambassadors evangelists. They may be inside the company too !
Digital Marketing
Different forms of Social media 5
Krishna Koppa
Social Network Sites
Digital Marketing
Different forms of Social media
Krishna Koppa
Digital Marketing
Different forms of Social media
Krishna Koppa
Digital Marketing
Different forms of Social media
Krishna Koppa
Digital Marketing
Different forms of Social media
Krishna Koppa
Digital Marketing
Different forms of Social media
Krishna Koppa
Digital Marketing
Different forms of Social media 6
Blogs What is it?
Acronym for WeB log Is a medium for self expression. Any body can be publisher Global blogging community – blogosphere – is the home for internet buzz Know popular blogs in your industry Blogs have power to mould and influence online opinions
Major players / examples
How can marketer use this media? Potentially massive exposure – massive as compared to online publishing
Get Online exposure, traffic and inbound links Best PR tool.
Consumer engagement – don’t use blogs to promote products/brands directly. Use them as vehicles to educate customers Blogging helps in SEO too
Krishna Koppa
Digital Marketing
Different forms of Social media 6
Krishna Koppa
Blogs
Digital Marketing
Different forms of Social media 7
Podcasts What is it?
Rich media extension of the blogging concepts Chronological shows or series of video/audio (digital media files) distributed over internet Users can offer their feedback after each episode / show on accompanying website or blog
Major players / examples
Krishna Koppa
How can marketer use this media? Listen learn – you can harness their understanding of their online community in your domain. Understand and learn from feedback Do it yourself – podcasting is to do. Podcasting is an additional channel to reach your market Gives perceptions to market that you are progressive digital player in the industry
Digital Marketing
Different forms of Social media 7
Krishna Koppa
Podcasts
Digital Marketing
Different forms of Social media 8
Microblogging What is it?
Gained popularity due to wide spread adaption by well known celebrities Short Message broadcast (140 characters) = ‘status update’ column of FB They offer an immediate accurate barometer of public opinion on the web
How can marketer use this media? Your finger on digital space. Gives you access to high-profile thought leaders in your industry Understand the influencers Communicate with your customers
Raise your online profile Major players / examples
Krishna Koppa
Generate traffic. Microblogging sites allow links to content
Digital Marketing
Krishna Koppa
Digital Marketing
Different forms of Social media 9
Wikis What is it?
Wikis are online collection of web pages that are literally open for anyone to create, edit, discuss and comment. Its all about mass collaboration Wiki means Quick !
How can marketer use this media? Build a strong collaborative community of advocates around your brand. Inside employees and outside customers Harness the wisdom of the crowd
Major players / examples
Krishna Koppa
Digital Marketing
Different forms of Social media
Review and Rating Sites Media Sharing Sites Forums and Discussion Sites
Social media Submission Sites
Krishna Koppa
Social network Sites
Blogs
Podcasts
Micro-blogging
Wikis
Digital Marketing
Different forms of Social media
Krishna Koppa
Digital Marketing
Social media sites – What’s next for them? Social media forms are constantly evolving New ones are constantly coming. Some fade away Growing pressure on social media forms to make money Push towards advertising. Reduced organic results ‘free marketing’ may come to an end
Krishna Koppa
Digital Marketing
Social media How to get updates in one place, when you are using multiple forms of social media? Social Media Dash Boards – Dashboards lets you keep track of and update your accounts on the move. Dashboards incorporate multiple social media accounts across various platforms They offer • built-in statistics, • measurements, • scheduled updates, • keyword monitoring
Krishna Koppa
Digital Marketing
Social media – Rules of engagement
In Social media you are dealing with human relationships People are least interested in your ‘sales pitch’ Social media is not about sending messages. It is about getting response ! You need to be flexible and respond !
Krishna Koppa
Digital Marketing
Social media – Rules of engagement Be Open, honest, Authentic
Look, Listen, Learn – familiarize before you act Don’t jump in Unprepared – Tgt group, Obj, Measurement
Draw on what you already know – Then know them better
Krishna Koppa
Be relevant, interesting, entertaining
Don’t push out ‘spammy’ messages and load social media Respect ‘rules’ – follow guidelines of the media you have chosen
Respect people
Respond to feedback – don’t ignore
Digital Marketing
Social media – Add it to your website
Integrate Social media components to your website Harness collective wisdom of the users Allow customers/users to collaborate with you Community itself can get engaged in sharing queries and solutions Krishna Koppa
Digital Marketing
Social media – Add it to your website
Krishna Koppa
Digital Marketing
Social media – Add it to your website
Krishna Koppa
Digital Marketing
E-Mail Marketing
Krishna Koppa
Digital Marketing
E-Mail Marketing. What will we study?
How e-mail marketing tools help?
How to make sure email marketing is not seen as spam?
What is E-mail marketing? How will it benefit business?
Krishna Koppa
How to use technology to manage customers?
How to write copy of e-mail effectively?
What are main design consideration while writing e-mail?
How to test campaign’s success?
Digital Marketing
E-Mail Marketing. What is E-mail marketing?
E-mail marketing is element of digital marketing tool box that lets businesses communicate easily with customers on a personal level through widely accepted media of e-mail. Mails may get ignored – if they reach your prospect’s inbox at all ! = Spam = Junk mail
How to make e-mail marketing relevant even in the era of junk mail?
Krishna Koppa
Digital Marketing
E-Mail Marketing. What is E-mail marketing?
E-mail marketing is fusion of marketing savvy and imaginative copy Simply put, it is an e-mail sent to a customer list that contains a sales pitch and a ‘call to action’ CTA can be web link embedded in the mail
Krishna Koppa
Digital Marketing
E-Mail Marketing. E-mail marketing – some examples
Hotel promoting special discount coupons A consultancy firm informing clients about a free seminar A fitness center offering a voucher for bringing friend for free A beverage company asking customers to download an app for gaming An auditing firm informing its clients on changes in tax structures Krishna Koppa
Digital Marketing
E-Mail Marketing. E-mail marketing softwares
You can manage from your desktop Or Custom e-mail marketing systems available SaaS = Software-as-a-service
Krishna Koppa
Digital Marketing
E-Mail Marketing.
Krishna Koppa
Digital Marketing
E-Mail Marketing. Functions of E-mail marketing tools - Easy to use tools : You can create and work from templates - Testing tools that allow your message pass through spam filters - Tracking tools to show how many ignored, opened, responded to your mail - Personalisation tools that allows you to modify the content dynamically to individuals and specific target profiles
Krishna Koppa
Digital Marketing
E-Mail Marketing and CRM It is useless to go for e-mail marketing if you do not who you are sending mails CRM is all about keeping customers happy and maintaining relationships with them It is useless to go for e-mail marketing if you do not who you are sending mails In e-mail marketing, CRM can help you segment list and target
Krishna Koppa
Digital Marketing
E-Mail Marketing Campaign Planning
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
E-Mail Marketing Campaign Planning
Pre Planning stage
Building your E-mail list Legal requirements Logistical problems E-mail formats
Krishna Koppa
Planning stage
Measurement of success
Focus on great content When and how often? Lessons from your own inbox E-mail design Writing killer e-mail copy E-mail delivery
Digital Marketing
E-Mail Marketing Campaign Planning Building E-mail list
Krishna Koppa
Remember, people don’t respond to random mails Prepare list of people who want to receive mail Website, hub of digital marketing, can be used to sign up customers for opting to get mails from you. They would accept if you and your content, offers are real worthy Facebook, Twitter, other media too can encourage to sign up Encourage customers to get their friends sign up Get the list from ‘specialist’ marketing company Make e-mail ID submission as mandatory component of transactions Provide ‘opt-out’ option too
Digital Marketing
E-Mail Marketing Campaign Planning Legal Requirements
Krishna Koppa
Be familiar with law in your jurisdiction. Laws exist to protect customers’ privacy Spamming is against law – in many countries Recipients must be given an option to ‘opt-out’ of receiving mails in the future Source of the mail must be traceable Subject lines must not be deceptive / cheating
In 2007
95% of e-mail traffic was spam !
In 2014
70% of e-mail traffic is spam !
22%
China’s contribution to global spam ! Digital Marketing
E-Mail Marketing Campaign Planning Logistical problems
Krishna Koppa
Sometimes, mail doesn’t get through due to ISP incorrectly treats mail as spam Gets filtered in to junk-mail folder Some spam filters don’t even allow genuine and legitimate mails ! False Positive : Legitimate mail blocked by a spam filter Make sure your mail does not look and read like spam www.spamhaus.org : Site that helps you to avoid ‘false positives’
Digital Marketing
E-Mail Marketing Campaign Planning E-mail formats
Krishna Koppa
Your mail may not get delivered as the recipients’ email clients – software or website – don’t recognize ! Now, this issue is smaller, but exists Trade off between plain text, rich text and HTML HTML is becoming the standard today…. But many em-mail clients (like Gmail and Hotmail) block external images for security reasons Your e-mail message works even without any image Encourage readers to automatically allow images from your address for further e-mails Use MIME (Multipurpose Internet Mail Extension) – for allowing recipients to see in the best way it can !
Digital Marketing
E-Mail Marketing Campaign Planning E-mail formats- plain text
Krishna Koppa
Digital Marketing
E-Mail Marketing Campaign Planning E-mail formats- HTML
Krishna Koppa
Digital Marketing
E-Mail Marketing Campaign Planning Focus on great content
Krishna Koppa
Establish brand continuity between e-mail templates and web site design Design is important…but e-mail content is supreme. Design must complement with content and compete with E-mail copy must be Punchy Scannable Snackable Engaging Content must have ‘CTA’ – Call To Action element
Digital Marketing
E-Mail Marketing Campaign Planning
CTA
Krishna Koppa
Digital Marketing
E-Mail Marketing Campaign Planning When and how often to send mails?
Krishna Koppa
Send too infrequently – you will be out of customers’ radar Send too frequently – you start irritating customers Mails would become spam if the frequency goes beyond expectations. Customers may ‘opt-out’ or unsubscribe. Keep getting feedback on the data generated and take actions on frequency and when to send mails.
Digital Marketing
E-Mail Marketing Campaign Planning Lessons from your own inbox
Krishna Koppa
You yourself are a customer too Lot to learn from your own inbox Analyze the mails in your inbox – learn from them. Why you open some mails? Why you delete some without reading? Why you unsubscribe sometimes? etc.
Digital Marketing
E-Mail Marketing Campaign Planning E-mail Design
Most of the principle applicable for website design are applicable for e-mail design too Must be effective and consistent across different platforms- varying screen sizes. Just like Responsive Web Design Make sure e-mail ‘degrades’ gracefully (working without the images and is making sense even with plain text) Adapt ‘above the fold’ approach of news paper. Good stuff explained early and in top. Email clients show part of message along with subject line in Inbox. Make use of it
Use rich media judiciously : Rich texts/HTML is good but may get filtered out for security reasons Mobile users too read e-mails: With small space, you have to ‘hook’ the reader early with killer content Krishna Koppa
Digital Marketing
E-Mail Marketing Campaign Planning Writing killer e-mail copy
Krishna Koppa
Design and look are important..But copy gives results Include brand/company name in ‘from’ field. Same as what reader subscribed for Subject line must be catchy and CVP driven, compelling – seen before even clicking Main copy must Talking customers’ language CTA and CVP are critical Keep text shorter. Punchy Friendly and approachable Proofread many a times – both in text & HTML
Digital Marketing
E-Mail Marketing Campaign Planning E-mail delivery
Krishna Koppa
Delivery of message is crucial Send the mail to ‘test’ or ‘seed’ addresses (like your own and find out if mails are getting delivered as you wanted Do accept and take ‘unsubscribe’ requests and take actions – remove them from mailing lists Understand why mails to certain recipients are bouncing If bouncing is too much, coordinate with ISP and get it resolved Don’t get surprised or worried on ‘auto responses’ you start getting Use BCC while sending to a list from your desktop directly
Digital Marketing
E-Mail Marketing Campaign measurement
Open-Rate How many people opened the mail?
How many people did not open the mail? Who are they?
When did people opened the mail?
Types of e-mails with best conversion rates
CTR What links people tended to click on?
Tracking mails that regularly bounce
Click-toOpen Rate % of people opened and then clicked through to the web site
Unsubscript ion Rate % of people unsubscribing to your mails
Also track which e-mail clients blocked your mails How frequently a subscriber opens a mails /your mails
Krishna Koppa
Digital Marketing
E-Mail Marketing – It is still important part of Digital marketing E-mail marketing lets you deliver your message directly to an individual who wants to hear from you Website is more generic, appeals to broader audience. E-mail is not Emergence of young social media is impacting E-mail marketing…. But still E-mail Marketing remains a stalwart of IMC and when executed properly yields incredible results
Krishna Koppa
Digital Marketing
Mobile Marketing
Krishna Koppa
Digital Marketing
What will we study in MM?
How to set MM Campaign?
Top Tips for MM Campaign
What are benefits of MM Campaign?
Is there a potential in MM?
What role mobile apps play in MM?
What is Mobile Marketing?
Significance of Mobile gaming in MM?
Krishna Koppa
Digital Marketing
What is Mobile Marketing? What is Mobile Marketing?
It is a set of practices that enables organisations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network Definition as per Mobile Marketing Association
Mobile Advertising
Mobile Marketing
Mobile ‘Medium’ Marketing
Mobile ‘Device’ Marketing
Krishna Koppa
Digital Marketing
Mobile marketing – paradigm shift
Krishna Koppa
Digital Marketing
Some facts on Mobile Devices Mobile ad spend in 2013 = $11 billion; 2016 expected to reach $24 billion
In 2013, Mobile subscription reached 6.9 billion, equal to 96% world population
First time in 2013, Smartphones too k over ‘feature’ phones
By 2015, it is estimated that SMS would peak at $ 8.3 billion OTT (over-the-top) messaging apps (Whatsapp, FB messanger etc) likely to add 100 Trn messages from 2013 to 2017 A2P (application-to-person) messaging traffic will cross 2.2 Trn messages
Krishna Koppa
Digital Marketing
Mobile is no more just a phone now ! Please….. I beg you for a Rs 50 internet pack. I have not seen Facebook in my mobile since morning !
Krishna Koppa
Digital Marketing
Mobile – Web 2.0 Widespread adaption of internet enabled phones gives access to content wherever they happen to be Anytime, Any place, Any where – sharing of content/images/experiences One can deliver personalized, relevant content to the customers. One can engage the customers – instead of one way communication There is something immediate and intimate of this communication
24/7 accessible device. Last thing in the night, First thing in the morning !
Krishna Koppa
Digital Marketing
Welcome to world of ‘Utility & Entertainment’
Krishna Koppa
Digital Marketing
Welcome to world of ‘Utility & Entertainment’
Krishna Koppa
Digital Marketing
What can Mobile Marketing be used for? Build awareness of your brand, product, service Nurture conversations with your online communities Gather valuable insights in to consumer behavior Take interactive customer engagement to the next level Harness the wisdom of the crowd Drive lead generation and new businesses. Establish loyalty programs, competition and rewards. Reduce ‘churn’. Target your market more effectively based on geo, demo and behavioral factors Krishna Koppa
Digital Marketing
Tablets…. They are here to stay Flintstones’ tablet to our own tablets at home !
Krishna Koppa
Digital Marketing
Best practices & recommendations : What to do in MM? Reduce no. of touch events for better conversions : fewer steps for customers to go for purchase/take actions Design it for mobile interactions : No mouse clicks. Touch focused controls Optimize for speed : 1 second delay causes 7% drop in conversion rates ! Make content ‘findability’ easy. Optimize the site search function Integrate analytics from the beginning. Can measure ROI easily Prioritize tablets. Tablets have given more business than smartphones Optimize social media Link mobile advertising to mobile websites. RWD is crucial. Krishna Koppa
Digital Marketing
Location based marketing Your mobile knows where you are !!
It tells where you are !! Is it telling where you are going to? Location-ware and Location-based services bring the utilities like… - Where people are - What is available around them - Locate friends nearby - Avail cool offers available from nearby businesses
Customers get ‘rewarded’ to use location based app ‘ Check in’ data is very useful for marketers ! Krishna Koppa
Digital Marketing
Location based marketing
Krishna Koppa
Digital Marketing
Location based marketing
Krishna Koppa
Digital Marketing
Location based marketing
Krishna Koppa
Digital Marketing
Mobile Games Where there are games, there is an audience.
Where there is an audience, there are opportunities to promote Brands use games to convey message Brands sponsor/create games to engage customers Rovio’s Angry Birds downloaded >200 million times >2,00,000 mobile gaming apps in store >90 games submitted per day ! Krishna Koppa
Digital Marketing
Mobile Applications – role in digital marketing Mobile apps – They are simple pieces of software that are pre-installed on your phone or are available to down load. Earlier ‘push’ apps to current ‘pull’ apps 70% of the users like branded app Less than 20% of users return to app after one day Less than 2% return after 30 days
Act as inlet to website. Increases CTR Krishna Koppa
Digital Marketing
Mobile Applications – role in digital marketing
Krishna Koppa
Digital Marketing
Mobile Applications – role in digital marketing
Krishna Koppa
Digital Marketing
Mobile Applications – role in digital marketing
Krishna Koppa
Digital Marketing
Mobile Applications – Top Tips Plan the scope of the app well in advance Do your Research. Understand the business model of the app (Free/Paid) What problem is it addressing? Who are the target customers? (Demo/Geo/Beh/Psycho factors) How will you measure success? Apart from downloads Focus on UI (user interface) and UX (user experience) Think about content (30 secs entertainment or long-term utility?) Responsive designs- better fit for all screen sizes Krishna Koppa
Digital Marketing
Mobile Marketing – Measuring Success Some measurement indicators
New users
Total app users
Total Downloads
Krishna Koppa
Frequency and duration of visits
Bounce rates
Segmentat ion by device type
CTRs
Digital Marketing
Mobile Marketing – other areas
SMS
Krishna Koppa
Mobile payments
Mobile Commerce
QR Codes
Mobile mapping
Augmented reality
Mobile banking
Mobile Health
Digital Marketing
Mobile Marketing – Mobile payments
Krishna Koppa
Digital Marketing
Rules of Mobile marketing
Consent
95% of customers are annoyed as they receive messages from companies they have not given consent to
Krishna Koppa
Understand your Customers (UYC) 77% of customers are annoyed as they receive messages which are not relevant to them
Know your customers (KYC)
Marketing Immune : No interest in advertising sent by companies Easy Going: Interested to receive info but little impact on purchases Control Freaks: Interested to receive info and good impact on purchases Connected Marketing Lovers : Interested to receive info and impact is high
Be relevant : right person, right message, right moment
Privacy
50% of customers are annoyed as they receive messages which they cant get connected to and don’t see any benefits in them
Digital Marketing
Content Marketing
Krishna Koppa
Digital Marketing
What will we study in Content Marketing?
How is content used by PR, Social and Search Firms?
How does content strategy influence digital strategy?
How to create Content?
Why to create content for digital marketing process?
How to share digital content?
Krishna Koppa
Digital Marketing
Why Content? You are nothing online if you do not create content for engaging customers
Content is one of the channels you use to contact customers along all phases of customer life cycle It offers value to customers, fills their requirement of information It engages customers and does not use ‘coercive’ methods to sell ! It is very powerful brand building and business building tool
Krishna Koppa
Digital Marketing
Why Content? - Eg : John Deere tractors
1895
Krishna Koppa
2013
2014
Digital Marketing
Why Content marketing is growing? Why one must embrace content marketing? 1
Entry barrier for publishing in digital space is NIL !
4
WordPress and Blogger or social media have made publishing zero cost
SEACH •
•
•
Krishna Koppa
2
Google gives value in search results for sites with better content Google degrades or deindexes sites with poor content. Such companies run risk of not being visible in digital space ! No major SEM/PPC budgets, Go for SEO…and that requires Content !
5
3
Content marketing works. Works for all big & small companies
SOCIAL •
Majority of the time customers are on Social Media. If your content does not exist there, you are not visible
•
Content must revolve around brand story
•
Links, CTAs are not content in social media
Digital Marketing
What skills do you require to become a good content marketer?
Be able to plan and manage various number of campaigns Be up-to-date with everything new in digital marketing
Krishna Koppa
Have combination of greater organisation skills Pay meticulous attention to detail, creativity and analytical acumen
Digital Marketing
Content Strategy
Content Strategy – is the planning and development of how you intend to attract and engage with your chosen audience via content.
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Content Strategy Where does content strategy fits in marketing?
How to write content strategy document?
What content to be created?
Why Content strategy is needed? How much of content to be created?
Krishna Koppa
Digital Marketing
Content Strategy > Why content strategy needed?
Content marketing is one such tool that works along the entire customer life cycle You need a ‘strategy’ that tells you what to communicate at what stage Plan first, create content later. One must know, whom to speak to, what to speak and what to achieve by speaking
Krishna Koppa
Digital Marketing
Content Strategy > Why content strategy needed? Content Strategy Planning must answer the following questions
Who do I want to target? Is there a niche topic where we want to excel? What do I want those audience to associate with our brand? What info are my customers looking for? How can I keep my existing customers happy? How can I attract new customers? What do we like /dislike about content strategy of the competitors? Is there anything I must not highlight about our brands? What overall business objective do I want to achieve from content marketing?
Krishna Koppa
Digital Marketing
Content Strategy > How to write content strategy document? Salient features of Content Strategy Document The document must outline WHAT, WHY and HOW you will go about creating content
Not more than 2-3 pages, Should not be huge document
Krishna Koppa
Must include KPIs you want to achieve from your content
Not a detailed plan. Must be fluid too
Digital Marketing
Content Strategy > Where does content strategy fit in? Earlier, Content Marketing was an ‘ugly duckling’ Now, it comes from top and covers all marketing channels
Marketing Channels in earlier era
Social media
Search
Content Marketing
PR
Marketing Channels in current era Content Marketing
Social media
Krishna Koppa
Search
PR
Digital Marketing
Content Strategy > Where does content strategy fit in? Marketing Channels in current era Content Marketing
Social media
Social Media Strategy
• Content is lifeblood of social platform • Content drives brand engagement • You need content strategy to succeed with Social Media… You don’t need social strategy to succeed in Content Marketing Krishna Koppa
Search
Search Strategy
• Content is at the heart of SEO • Search engines love unique, original, quality content • Content strategy is beyond keywords, meta-data, landing pages etc
PR
PR Strategy
• Content is not PR ‘new clothes’ • Apart from regular PR targeted towards journalists and govt, Content is more targeted towards customers
Digital Marketing
Content Strategy > What content to be created? Whether for a mega brand or a small entity what type of content you write largely depends on Brand
Your target audience
Resources and Budget
Remember,
Social media and search forms are just the channels through which content is distributed. Without GREAT content, social media and search channels are ineffective Krishna Koppa
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 1
3
2 News and Blog content
Feature, Guides & Interviews
White papers
4 e-books
5 Infographics
Krishna Koppa
7
6 Videos
Photographs
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 1 News and Blog content
• Easy and quick to create and represents first tick on your to-do-list on content strategy • Easy to host on your website • Site must look up-to-date. Customers hate Old Content • Search engines love updated and content-rich sites • Publishing news and blogs gives an opportunity for you to share on social media – to promote and engage customers • This kind of content may carry – NIBs (news in brief)
Krishna Koppa
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 2 Feature, Guides & Interviews
• These are log-form of content • You may not publish this kind of content on daily basis • Customer service reports • Change in your overall strategy • Keyword ranking reports etc etc • Interviews with Key (not just top mgt) people work better to highlight strengths of the company
Krishna Koppa
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 3 White papers
• White paper – identifies major issues within your industry or • • • •
business sector and offers company opinion on solving it It positions your company as a thought leader. Can act as means to generate business leads Create Whitepaper as downloadable PDF formats You can make ‘contact details’ as a mandate for downloading the paper – helps in database, helps in targeting
Krishna Koppa
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 4 e-books
• E-book - relevant e-book for consumers • It positions your company as a thought leader. • Can act as means to generate business leads • Digital publishing is made easy and customers today love reading ebooks
Krishna Koppa
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 5 Infographics
• Infographics – a graphical representation of data • They are helpful in illustrating data in a simple and no-confusing way • Why marketers go for infographics? • Very Easy to share !! • Infographics create shares, drives traffic and generate inbound links
Krishna Koppa
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 6 Videos
• • • • •
Video content is most popular Can be a humour related, event related Aim is to create viral effect Videos can answer the questions what customers have or Promote your brand digitally
Krishna Koppa
Digital Marketing
Content Strategy > What content to be created? Types of content TYPES of content 7 Photographs
• Pinterest and Instagram usage has fueled the use of photographs • Publishing photos of new products, customers using products, leaders etc
Krishna Koppa
Digital Marketing
Content Strategy > How much content to be created? How much content to be created depends on
Objectives
Industry
Resources and Budget
Remember,
More the content you create- the better. Provided…It is a great content. Else it would be worse.
Krishna Koppa
Digital Marketing
Production of Content How to brainstorm ideas
Create Content Calendar
Handle objections to content
Krishna Koppa
• Great content must have IDEA behind it • Come up with ideas – lots of them
• • • •
Seasonality Topics Timing Share
• We can’t handle content ourselves ! • Freelancers • Cloud based content platforms • Recruit a content agency • We have no development resource to create content on our website ! • It is easy to create blogs Digital Marketing
Promotion of Content Remember, Content promotes your product, company and brand. But You need to promote Content first….
Social Media
Native Advertising
Krishna Koppa
Blogger outreach
Native Advertising
• Native advertising is relevant posts that is user initiated. These adverts sit seamlessly in to the overall design of the host site so that they look like part of the site • It is not a banner Digital Marketing
SUMMARY : Content Marketing – Heart of Online marketing Thought Leadership : Blogs, e-books, guides, whitepapers, infographics, videos etc
Quality Content at the heart of an integrated, targeted approach to marketing Improves revenue
Krishna Koppa
Digital Marketing
Challenges faced in content marketing
Krishna Koppa
Digital Marketing
Online PR & ORM
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
What will we learn about ORM?
How social media and digital revolutions have changed PR and ORM?
What are key online PR and ORM channels
Understand issue of reputation and wider context of PR. What are PR and ORM?
One case study – what we can learn from it
Krishna Koppa
Digital Marketing
Why online PR?
PR relation is all about reputation It is the result of what you say, what you do and what others say about you PR is used to gain trust and understanding between company and its various publics – customers, employees, investors, vendors, media, society – or all of the stakeholders Since, most of these stakeholders are online, how can you afford to be silent online? Will not impact your PR?
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Digital Marketing
Why online PR?
Online Reputation Management is the understanding or/and influencing of an Individual’s or business’s reputation on internet
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Digital Marketing
Google is the JUDGE !! Every transaction begins with a search – usually Google
It is estimated that 57% of business decisions are taken before face-to-face meeting ! An ill-tweet or unpleasant headline or posts can disrupt your business How to make internet work for you and not against you Digital silence is not an option Thus, before Google gives judgment the business has to be presented in strongest possible light.
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Digital Marketing
Essentials of Traditional PR and ORM 5 Key Essentials of Traditional PR and ORM 1
2 Understanding your goals and audience
4
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3 Know the influncers and gain their trust
Low cost and simple Creativity that surprises and delights your audience
The press release – it still works
5 Damage limitation: When crisis strikes, be proactive
Digital Marketing
Essentials of Traditional PR and ORM
Whatever the goals are, PR must support wider marketing objectives
Strategy revolves around how you would achieve your goals Through insight into customer and stakeholders’ create audience profile
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Digital Marketing
Essentials of Traditional PR and ORM
Krishna Koppa
Digital Marketing
Essentials of Traditional PR and ORM
Identify the influencers – journalists, customers, prospects, investors etc : Make a data base of your influencers
You give them ideas and content, they give you a coverage If you don’t engage them, they will not know you exist Apart from online, stay connected with them face-to-face
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Digital Marketing
Essentials of Traditional PR and ORM
Why and how will this release help business?
Who is this release for? Can you tweak it for different audience
What is the measure of success of the release?
Pitch a story – not products and services – make it worth reading
Press release in journalistic fashion – story first, details later Include factual information and contact details Krishna Koppa
Digital Marketing
Essentials of Traditional PR and ORM
Internet being very busy, too difficult to make a even a small ripple… Thus a big idea is needed Don’t get way too wrapped in execution of PR… Focus on idea Simple and low cost creative are needed
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Digital Marketing
Essentials of Traditional PR and ORM
Krishna Koppa
Digital Marketing
Essentials of Traditional PR and ORM
How one must manage crisis ?
Respond quickly to show you are in control Apologize sincerely Company people must be at centre and front as spokesperson Produce online content to control damage Never ever make light of the crisis
Accept the responsibility and don’t blame others
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Digital Marketing
Case 1
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Digital Marketing
Case 1
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Digital Marketing
Case 1
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Digital Marketing
Case 1
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Digital Marketing
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Case 1
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Case 2
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Case 2
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Case 2
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Case 2
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Digital Marketing
ORM – learnings from live cases How not to handle a social media crisis: Applebee’s What happened: A pastor who had eaten at an Applebee’s restaurant crossed out the automatic 18% tip charged for parties of more than eight and wrote “I give God 10% why do you get 18” above her signature. A waitress at the restaurant took a photo of this and posted it on Reddit. She was subsequently fired for “violating customer privacy” which would have been understandable if Applebee’s had not posted a similar receipt that was complimenting them just 2 weeks prior. As news of this incident spread like wildfire and infuriated people across all social media platforms, Applebee’s responded with a short post defending their actions on their Facebook page. This quickly drew over 10,000 mostly negative comments, to which Applebee’s started responding by posting the same comment over and over again. They were also be accused of deleting negative comments and blocking users. The downward spiral continued as Applebee’s persisted to defend their actions and argue with users that criticised them. By the following day, after the original post had generated over 19,000 comments, Applebee’s decided to hide the post which only created more anger. What we can learn: Applebee’s defensive and even argumentative approach amplified the whole situation and blocking users, tagging users in repetitive posts and hiding criticism only make things worse. The bottom line? Arguing with Facebook users is always a bad idea.
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Digital Marketing
A social media crisis handled with honesty and speed: Kitchenaid What happened: An insensitive tweet about President Obama’s grandmother was posted to the Kitchenaid Twitter account, instead of the personal account of a KitchenAid staff member. The tweet was quickly deleted, but many people had already seen it. The head of the Kitchenaid brand, Cynthia Soledad, took to the Twitter account just 15 minutes later and explained what had happened. She apologised to President Obama and the public and pointed out that the person who posted this will no longer be tweeting for them. What we can learn: First of all, this emphasises the importance of keeping personal and company accounts separate, but if a mistake does happen it should be addressed immediately. Time moves very quickly on social media, so companies need to take decisive action as quickly as Cynthia Soledad did. Her honest explanation and personal apology was well received and the damage to the brand reputation was limited as a result.
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Digital Marketing
DKNY: After a photographer realised that DKNY were using his photos in a window display without his permission, he mobilised his community to share a post asking DKNY to donate $100,000 to a local YMCA in lieu of compensation. DKNY responded quickly by way of an apology. They explained that the Bangkok store involved had accidently used the ‘mock-up’ photos and they promised to donate $25,000 to the YMCA. The photographer accepted it was an honest mistake and thanked them for the donation. DKNY’s quick and strong response successfully defused the situation before a social media crisis erupted.
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Digital Marketing
O2: During a massive network outage, O2’s Twitter account became inundated with tweets by frustrated customers. Instead of issuing standard corporate responses, O2 responded directly to these tweets with an honest and light-hearted demeanor. Their human approach was extremely refreshing and sentiment changed dramatically as a result.
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Digital Marketing
GoDaddy.com – CEO posts elephant hunting video Bob Parsons, founder of the American domain registration and hosting company GoDaddy.com, blogged and tweeted a video of him shooting an elephant while on holiday in Zimbabwe. The graphic video featured Zimbabweans stripping the elephant for meat, while wearing GoDaddy baseball caps, with AC/DC’s Hells Bells as the soundtrack – it’s hardly a shining example of positive branding. Parsons received an extremely negative backlash from social channels, especially from animal rights groups such as PETA who closed their GoDaddy account and encouraged sympathizers to do the same. Parsons responded to the criticism on the grounds that the hunt was on humanitarian grounds to stop elephantcaused damage to crops.
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Digital Marketing
4 important rules of PR & ORM you must know
Get to grips with Content marketing
Integrate your idea and manage reputation from Top-down and across media
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Break the ‘inattention’ barrier/clutter. You need to attentiongrabbing
Don’t bank on free media alone
Digital Marketing
A-Z of ORM ! How digital marketing has changed PR? A – Algorithm of search engines
K – Keywords
U – Uniformity V – Video and
B – Blogs
L – Listening
C – Content
M – Media
W – Writing
D – Discoverability
N – Newsroom
X – x-factor, big idea
E – Events
O – Opinions
Y – Youtube
F – Facebook
P – Photoshop
Z – Zest
G – Google
Q – Quiet – when required
H – History
R – Response time
I – Insight
S – SEO
J – Journalists
T – Twitter
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Vine/Youtube
A-Z of ORM Digital Marketing
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Digital Marketing
DIY, For your reputation ! Your Facebook Online Reputation can help or hurt your future
https://www.youtube.com/watch?v=z2wgQtcCZPo
Personal Branding: Four Measures on Online Reputation https://www.youtube.com/watch?v=JtC_ulXkvJA
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Digital Marketing
Measurement of Data, Data Analytics and ROI of Digital strategies Krishna Koppa
Digital Marketing
1 Store 50-100 transactions in a day
1 Bn calls in a day
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9000 stores 1 Mn ttransactions every hour
10 Mn transactions in a day
Digital Marketing
“If you can’t measure it, you cant manage it”
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Digital Marketing
Why measurement is so critical?
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Digital Marketing
Some facts about data – BIG Data ! Every 2 days, the world produces as much data as was accumulated from the dawn of man till 2003 !! New platforms are needed to keep up with such explosion of data Such explosion of data and measurement has resulted in a Industry called as Big Data ! Around 2,00,000 people with deep analytical skills are needed for this 1.5 Mn managers and analysts needed by 2018 (as per McKinsey)
Krishna Koppa
Digital Marketing
Some facts about data – BIG Data ! 91% of Marketing managers believe successful Cos use customer data 87% believe capturing data is critical in measuring ROI 71% believe integration of Digital and Traditional marketing is essential 57% do not base their marketing budgets on any ROI analysis 37% do not mention any financial outcomes as part of ROI 22% base their marketing decisions on gut instinct
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Digital Marketing
What to do with data is important
Big data is not better data unless you know what to do with it !
Google used Big data analysis to launch Gmail, Google+, Android OS Yahoo! Struggled literally
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Digital Marketing
How to build effective measurement practices? Instituting effective measurement practices in your company.
1
Carefully select key metrics to measure : You are what you measure. Select good metrics based on your objective
2 Be agile – look, learn and take action: Digital measurements occur in virtually real time
3
Integrate internal departments into decision making: Data is used to make decisions – and touch every body at the company
4
Analytics is people business : Apply 10/90 rule. Software cost is 10%, people cist is 90% !
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Digital Marketing
Digital media is growing rapidly In USA
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Digital Marketing
Digital media is growing rapidly In India
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Digital Marketing
Importance of measurement How do I measure ROI?
ROI =
(Investment Gain – Investment Cost) X 100
(Investment Cost) Set the criteria for ROI - Identify business results in “Pre” period - Define ROI goals (eg 30%, 40% etc) - Establish the “Return” objectives (eg Sales, Profits, Revenue etc) - Determine the time frame Ex : Gain 200 new customers in next 3 months Krishna Koppa
Digital Marketing
Importance of measurement How do I measure ROAI?
ROAI =
(Advtg Investment Gain – Advtg Investment Cost)
X 100
(Advtg Investment Cost) If advtg spend is Rs 20 Crores Gain from this advertising is Rs 10 Crores
ROAI = 10 Cr / 20Cr = 0.5 = 50%
Krishna Koppa
Digital Marketing
Essentials for establishing measurement plan Questions you must ask before setting a measurement plan
1
Why does your brand’s website exist : Reasons must connect to revenue (eg : sell products, capture e-mail address, build database etc)
2
Who do you want to attract : Don’t waste time, energy, money and resources in people who are not your target audience
3
How do they find you : Website or Social media or Search or another website etc?
4
What action you want them to take? : this must be in relation to why your business is on Internet
Krishna Koppa
Digital Marketing
Web Analytics Web analytics is the measurement, collection, analysis and reporting of Internet data for purpose of understanding and optimizing web page
Off-site Analytics
On-site Analytics
It is the measurement of potential audience on the Internet. This exists regardless of you own a Website or not Eg : Buzz, Share of Voice of customers
It measures visitors’ behavior on your website. It measures performance of the website and is used to improve website or marketing campaign response
Detailed Insight, Sophisticated tracking, Performance
Brand Reputation, Social media presence, E-mail marketing
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Digital Marketing
Web Analytics - measurements
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Digital Marketing
Web Analytics > On-site Analytics
Web analytics (On-site) answer following important 3 questions
Why does your brand website exist?
Who do you want to attract?
What action do you want them to take?
Web analytics gives you wealth of information as to how customers interact with your brand online
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Digital Marketing
Web Analytics > On-site Analytics 9 Important measurements
Unique Visitors
Bounce Rates
Segments
Traffic Sources
Keywords
Content
Conversion
Average Shopper Value
Abandonment Rate
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Digital Marketing
Web Analytics > On-site Analytics 9 Important measurements Unique Visitors : Count of how many different people come to your website within a specified time – mostly 30 days Bounce rates: % of people who see just one page and carry no activities Traffic Sources: Information on source from where visitor has come and visited website Segmentation: Information on segmentation of customers visiting the website
Keywords: Information on why visitors have visited website. Content: What pages are most viewed – in rank order. Conversion: What you want visitor to do – buy products, download video, down load the content etc Average Shopper Value: What is average no of products or average value products visitors buy? Abandonment rate: % of people who add products to cart with a intention of buying but ending up not completing the order Krishna Koppa
Digital Marketing
Web Analytics > Off-site Analytics
Web analytics (Off-site) answer following important 2 questions
How do they find you?
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What actions do they take?
Digital Marketing
Web Analytics > On-site Analytics 9 Important measurements
CPC (Cost Per Click)
CTR (ClickThrough-Ratio)
CPA (Cost Per Acquisition/Cost Per Action )
Keyword Rank
People Talking about (FB)
Followers and Competitors’ followers
Retweets(Twitter)
Comments & Pingbacks (Blogs)
Views (Youtube) and Drop-off rates
Measurements for social media Krishna Koppa
Digital Marketing
Voice of the customers To capture voice of customers …
You can build digital presence around what you think customer want
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And /Or
Only Customer can tell you what they really want
Digital Marketing
Why one must use data analytics?
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Digital Marketing
Why one must use data analytics? Hertz – With over 8300 locations worldwide in 146 countries, how can Hertz keep its fingers on the pulse of its customers with customer satisfaction survey?
How well will my next movie perform in the box office? – Now one can measure public sentiment before a movie release and take appropriate actions Airtel can know in advance who are their customers that would defect? – With data and analysis, the company can know who will defect and what corrective actions to take Krishna Koppa
Digital Marketing
Data Analytics Tools Search Marketing Tools Google Trends : This tool tracks keyword volume and trends over time. It is helpful in measuring trend of consumer demand
Google AdWords Keyword Tool : To measure search volume for keywords and CPC as well. This is especially for SEM
Trellian Keyword Discovery Tool: For measuring search volume and keyword rank
Wordtracker : One more tool that works like Keyword Discovery Krishna Koppa
Digital Marketing
Data Analytics Tools Competitive Intelligence Alexa : an Amazon subsidiary provides free info on traffic levels for websites. Also provides demo data of visitors
Quantcast : This provides traffic and demographics for websites
Compete : Most precise website tracking tool, measuring and even projecting consumer behavior
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Digital Marketing
Data Analytics Tools Website Analytics Google Analytics : Generates detailed statistics about website traffic, traffic sources and measure conversions and sales
IBM digital Analytics : Corematrics Web Anlytics tool is suited for Retail, Content media, Fin Services, Publishing and Travelling industries
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Digital Marketing
Data Analytics Tools Social Media Facebook Insights: To analyze trends about activity on a page – Reach, People Talking About, Likes, (Like, Comment, Share)
Technorati: Searches Blogs and ranks their value through an ‘Authoritative Score’
Topsy : Social and Sentiment analysis score of comments and content that receive highest number of tweets in Twitter
Youtube Anaytics : Anayses views and drop offs Salesforce Radian6 : Full service social solution that helps you listen, measure, engage in, and discover online conversations Krishna Koppa
Digital Marketing
Data Analytics Tools Big Data & Dashboard Display Software Apache Hadoop: Open source software platform for scalable, distributed computing. Gives fast and reliable analysis of structured and unstructured data
Tableau Public : Free data visualization tool that helps people see and understand their data
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Digital Marketing
Mega Assignment • Form a group of maximum 5 in a group • Select a Company in an industry of your choice 1.
DIGITAL DONS
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Understand and Analyse its activities and effectiveness in • Website and web content : Pages • SEO and SEM activities • E-mail marketing efforts • Mobile Marketing efforts : Apps and other tools used • Social Media • Social Network Sites esp FB, Twitter • Blogs • Media Sharing esp Video / photographs • Content Marketing Efforts • PR and ORM activities 3. Successful digital marketing campaigns adapted by this company in last 2 years
Digital Marketing
E-COMMERCE
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Digital Marketing
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Digital Marketing
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Digital Marketing
The Internet has already connected world’s people through a seamless digital network. Where they live and what time zone they are in makes no difference. Krishna Koppa
Digital Marketing
What is E-Commerce? Commerce is a division of trade or production which deals with the exchange of goods and services from producer to final consumer E-Commerce consist of buying and selling goods and services over an electronic systems such as the internet and other computer networks E-commerce is the purchasing, selling and exchanging goods and services over computer networks (internet) through which transaction or terms of sale are performed Electronically Krishna Koppa
Digital Marketing
Why E-Commerce ?
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Digital Marketing
Why E-commerce?
Why E-Commerce ? What are the drivers? • • • • • • •
Data networks Intense competition Globalization Information age Technologies Automation Low cost high quality products/services
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Digital Marketing
Evolution of E-Commerce
E-Commerce Teleshopping
Mail Ordering Street vendors Monetary Process Barter
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Digital Marketing
Evolution of E-Commerce
History of E-Commerce ?
1990s World Wide Web, Internet
1980s
Cheaper to do business (economies of scale) Enable diverse business activities (economies of scope)
Electronic Data Interchange (EDI)
1970s
Used by businesses to transmit data from one business to another
Electronic Funds Transfer (EFT) Used by the banking industry to exchange account information over secured networks
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Digital Marketing
Evolution of E-Commerce
History of E-Commerce ?
2001-Present E-Commerce -2 The current era of E-commerce beginning in 2001
1995-2000 E-Commerce -1 A period of explosive growth in Ecommerce beginning from 1995 and ending on 2000
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Digital Marketing
Difference between E-Commerce and E-Business
E-Commerce : The use of internet and the Web to transact business. = Digitally enabled commercial transactions between and among individuals and organisations
E-Business : The digital enhancement of transactions and processes within a firm, involving information systems under the control of the firm
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Digital Marketing
Difference between E-Commerce and E-Business
Source : Laudon and Traver, E-commerce,
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Digital Marketing
7 unique features of E-Commerce
Ubiquity : Internet/Web is available everywhere, anytime
Global reach : Technology reaches around the earth
Universal Standards : One set of Internet standards across world
Richness : Video, Audio, text is possible
Interactivity : Interaction with users possible
Information density : reduces information costs and raises quality
Personalization /Customization : Tech allows personalized messages/goods to individuals Krishna Koppa
Digital Marketing
Customization made possible in E-Commerce
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Digital Marketing
Customization made possible in E-Commerce
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Digital Marketing
Types of Commerce
Commerce
Traditional Commerce
E-Commerce
Brick and Mortar Mom & Pop Brick and Click Click and Mortar
Business Focused E-Commerce
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Consumer focused E-Commerce
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Hybrid /Omni Channel / Brick & Click /Click & Mortar
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Digital Marketing
Hybrid /Omni Channel / Brick & Click /Click & Mortar
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Digital Marketing
Marketplace model of E-Commerce What is Marketplace Model?
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Digital Marketing
Inventory model Vs Marketplace model of E-Commerce Inventory model
Marketplace model
Sellers
Sellers
goods order
Flipkart’s Inventory goods
order
goods
Online Buyers
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order
Online Buyers
Digital Marketing
Marketplace model of E-Commerce – facts, pro and cons
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Digital Marketing
Success stories of sellers on Marketplace model Case 1 : Rahul Agrawal, Chandrakala Enterprisess Rahul Agrawal did not want to run his family business of distributing Banarasi saris and dress materials the traditional way. After graduating from IIT-Mumbai in 2009, Agrawal worked for a financial research firm in Delhi and then started an online games retailer in 2012. Running the games business helped him realise the potential of India's online retail market. "With the games site, we faced challenges of procurement, but our sari business already had a strong procurement network," said Agrawal. He gave up his stake in the games business and moved back to Varanasi in 2013 to run the three-decadeold Chandrakala Enterprises. In September that year, he started selling his Banarasi saris on sites like Amazon, Flipkart and Snapdeal.
"Online is now contributing to about 25% of our business and could overtake our offline trade within the next two years," said Agrawal, 29. While issues like the inability of weavers to expand production rapidly remain, Agrawal is happy with his decision. "I would have had to eventually take over the family business but thanks to online retail I am having fun," said Agrawal, who is targeting sales of at least Rs 16 crore this fiscal from online sales.
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Digital Marketing
Success stories of sellers on Marketplace model Case 2 : Yogesh Wadhwa, DMP Carrycases Yogesh Wadhwa's eight-year-old business of manufacturing laptop bags for original equipment manufacturers ran into rough weather about two years ago when companies like Samsung and Sony decided to stop making laptops. Wadhwa decided to launch his own brand of bags and luggage, Bleu. "The conventional route would have required a lot of investments, so we thought of going online," said Wadhwa, 43, who started retailing on Amazon about 10 months back. "We put up 10 designs one day and by next morning it was sold out. We realised we had a winner."
Around the time of launching on Amazon, he sold about 1,000 pieces of a
toiletry kit on Groupon in one day. "I realised, apart from low prices, customers are attracted to products that are not easily available offline," said Wadhwa. DMP sells about 150 products on regular days across most major online portals and is targeting about Rs 4 crore online sales this fiscal. "If I had to do this offline I would not have been able to do that without a heavier infusion of capital," said Wadhwa. "We are a totally debt-free company."
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Digital Marketing
Success stories of sellers on Marketplace model Case 2 : Karan Chugh, Florence Clothing
Karan Chugh's family has been running an apparel manufacturing and wholesale business, Majestic Silk, in Surat since 1960 and the family diversified into retail in 2007. It was when Chugh, 25, started shopping online that he decided to retail the mass market Florence brand of saris and dress materials online. "The idea was to explore," recalled Chugh, who started with Snapdeal in 2012 and now sells on most top marketplaces. In the first month, Florence sold Rs 5 lakh worth of products, but Chugh could see the steady ramp up in orders. Within a few months, Chugh started Silk Bazaar, a more premium range priced up to Rs 30,000, just for the online market. With online retail accounting for over
70% of the company's overall sales, he has cut back offline operations from 30 stores to five. He also operates shop-in-shops in Vishal Megamart and at More.
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Digital Marketing
E-Commerce – Different types
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Business (Organization)
Customer (Individual)
Business (Organization)
B2B
B2C
Customer (Individual)
Who creates Value
Who Consumes Value
C2B
C2C Digital Marketing
E-Commerce – Different types
Examples B2B- Intel selling micro processors to Dell
B2C- Starbazar selling tissue papers to you C2B- A grandma selling coffee beans to Coffee Vendor C2C- My neighbor selling his car to me Krishna Koppa
Digital Marketing
E-Commerce – Different types B2C E-Commerce
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Digital Marketing
E-Commerce – Different types B2B E-Commerce
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Digital Marketing
E-Commerce – Different types B2B E-Commerce
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Digital Marketing
C2B E-Commerce A consumer-to-business model, or C2B, is a type of commerce where a consumer or end user provides a product or service to an organization
• a consumer provides a business with a fee-based opportunity to market their products on the consumer's blog. • a food company began paying a food blogger to market their products, • A website owner could be paid to review products or services, whether through blog posts, videos or podcasts. This could also include paid advertisement space on the consumer website. Google Adwords/Adsense has enabled this kind of relationship by simplifying the process in which bloggers can be paid for ads. • a photographer offering images to businesses. • someone answering a poll through a survey site, • Someone offering job hiring service by referring someone through referral hiring sites.
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Digital Marketing
E-Commerce – Different types C2C E-Commerce
eBay, OLX or craiglist are called as market makers in this model
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Digital Marketing
E-Commerce – Different types Other Types P2P E-Commerce : Peer-to-Peer Ex : gnutella software Here, market maker is absent. In C2C, market maker is present
B2G E-Commerce : Business-to-Government Ex : Skillcraft Pens for US Government
G2B E-Commerce : Government-to-Business Ex : Sales tax, Income tax websites
G2C E-Commerce : Government-to-Customer Ex : BSNL, Electricity board web sites, Muncipality tax filing etc
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Digital Marketing
E-Commerce – Business Models Business Model A set of planned activities designed to result in profit = Framework for executing strategies to result in achievement of business objectives
Business Plan Document describing business model
E-Commerce Business Model Business model that aims to use and leverage the unique qualities of the internet and World Wide Web
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Digital Marketing
8 Krishna Koppa
Key ingredients of E-Commerce business model
Digital Marketing
8 key ingredients of E-commerce business model 1
Value Proposition
2
Revenue Model
3
Market Opportunity
4
Competitive environment
5
Competitive advantage
6
Market Strategy
How do you plan to promote your products?
7
Organizational Development
What is the structure required for this plan?
8
Management Team
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Why should customer Buy from you? How will you earn money? What market are you going to serve? What is its size?
Who else occupies your market place? What special advantages you have?
What kind of leaders are required for these plans?
Digital Marketing
8 key ingredients of E-commerce business model
Let us discuss 2 critical ingrediants 1
Value Proposition
2
Revenue Model
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Why should customer Buy from you? How will you earn money?
Digital Marketing
8 key ingredients of E-commerce business model
From company point of view Why customers chose to do business with you instead of others?
What you provide that others do not and can not?
From customer point of view Personalizatio n/customizatio n of product offerings
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Reduction in product search costs
Reduction in price discovery costs
Facilitation of transactions by managing product delivery
Digital Marketing
8 key ingredients of E-commerce business model
Revenue Model = Financial Model It describes how the firm will earn revenue, produce profits and produce superior ROIC
Subscription
Advertising
Affiliate
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ECommerce revenue models
Transaction fee
Sales
Digital Marketing
Various types of revenue models for E-commerce Revenue Model
Revenue Source
Examples
1
Advertising revenue model
Fees from advertisers in exchange for advertisements
Yahoo.com, Google.com
2
Subscription revenue models
Fees from subscriptions in exchange for access to content / services
Sportsline.com, EBSCO, ebooks.cambridge.com
3
Transaction fee revenue model
Fees for enabling or executing a transaction
eBay.com, E-trade.com, OLX.com, expedia.com
4
Sales revenue model
Sales of goods, Info, or services
Flipkart, Amazon, Snapdeal
5
Affiliate revenue model
Fees for business referrals
Mypoints.com,
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Digital Marketing
E-Commerce – Different types
Krishna Koppa
Business (Organization)
Customer (Individual)
Business (Organization)
B2B
B2C
Customer (Individual)
Who creates Value
Who Consumes Value
C2B
C2C Digital Marketing
Further Categorization of e-commerce business models Categorization of B2C Models – 7 models
Portal
E-tailers
Content Provider
Transaction Broker
Market Creator / market maker
Service provider
Community Provider
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Digital Marketing
Categorization of B2C Models – 7 models B2C : Portal Model
B2C business Model
= Offers users powerful search tools as well as an integrated package of content and services all in one place
Variations
Examples
Horizontal / General
Yahoo.com, Aol.com
Vertical / Specialized (Vortal)
iBoats.com
Portal
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Description
Revenue Model
Offers an integrated package Advertising, of services and content such Subscription as search, news, e-mail, fees, chat, music downloads, transaction video. Seeks to be user's fees home base Advertising, Subscription Offers services and products fees, to specialized market place transaction fees
Digital Marketing
Categorization of B2C Models – 7 models B2C : Portal Model Horizontal / General
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Vortal
Digital Marketing
Categorization of B2C Models – 7 models B2C : E-tailers Model
B2C business Model
E-tailers
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= online retail store
Examples
Description
Revenue Model
Virtual Merchant
Amazon.com
Online version of retail store. Customers can shop anytime of the day/night
Sale of goods
Clicks and Mortar
Walmart.com, Shopperstop.com
Catalog Merchant
Landsend.com
Online Mall
Fashionmall.com
Online version of mall
Sale of goods, transaction fees
Manufacturere Direct
Dell.com, Airtel.com
Online sales made directly by manufacturer
Sale of goods
Variations
Online distribution channel for a company which also has physical stores Online version of direct mail catalog
Sale of goods Sale of goods
Digital Marketing
Categorization of B2C Models – 7 models B2C : E-tailers Model Catalogue Merchant
Krishna Koppa
Manufacturer Direct
Digital Marketing
Categorization of B2C Models – 7 models B2C : Content Provider Model
B2C business Model
Content Provider
Krishna Koppa
= distributes information content, such as digital news, music, photos, video and artwork over the web
Examples
CNN.com, NDTVlive.com
Description
Revenue Model
Distributes information content, Advertising, such as digital news, music, Subscription fees, photos, video and artwork over Affiliate referral the web fees
Digital Marketing
Categorization of B2C Models – 7 models B2C : Content Provider Model
Krishna Koppa
Digital Marketing
Categorization of B2C Models – 7 models B2C : Transaction Broker Model
B2C business Model
Transaction Broker
Krishna Koppa
= Site that processes transactions for consumers that are normally handled in person, by phone, or mail
Examples
E-trade.com, Expedia.com, monster.com
Description
Revenue Model
Processor of online sales transactions, such as stock brokers, travel agents, that increases Transaction fees customer productivity by getting things done faster and cheaply
Digital Marketing
Categorization of B2C Models – 7 models B2C : Transaction Broker Model
Krishna Koppa
Digital Marketing
Categorization of B2C Models – 7 models B2C : Market Creator Model
B2C business Model
= builds digital environment where buyers and sellers can meet, display products and establish a price for products
Variations
Examples
Auctions and eBay.com, Market Creators / other forms of OLX.com, dynamic Quikr.com, Market Makers pricing Priceline.com
Krishna Koppa
Description
Revenue Model
Web based business that uses internet to create markets that bring buyers Transaction fees and sellers together
Digital Marketing
Categorization of B2C Models – 7 models B2C : Market Creator Model
Krishna Koppa
Digital Marketing
Categorization of B2C Models – 7 models B2C : Service Provider Model
= Offers services online
B2C business Model
Examples
Service Provider
myCFO.com, xDrive.com
Krishna Koppa
Description
Revenue Model
Wcompanies that make money by selling services online
Sales of services
Digital Marketing
Categorization of B2C Models – 7 models B2C : Service Provider Model
Krishna Koppa
Digital Marketing
Categorization of B2C Models – 7 models = sites that create a digital online environment where people
B2C : Community with similar interests can transact (buy/sell), communicate with provider Model like minded people and receive interest-related info
B2C business Model
Community Provider
Krishna Koppa
Examples
Description
Revenue Model
Digital online environment where people with similar interests can Advertising, Blackplanet.com, transact (buy/sell), communicate Subscription fees, About.com, with like minded people and Affiliate referral iVillage.com receive interest-related info fees
Digital Marketing
Categorization of B2C Models – 7 models B2C : Community provider Model
Krishna Koppa
Digital Marketing
Further Categorization of e-commerce business models Categorization of B2B Models – 5 models
Marketplace / Exchange (B2B Hub)
E-distributor
Matchmaker
Krishna Koppa
B2b Service Provider
Infomediary
Digital Marketing
Categorization of B2B Models – 5 models B2B : Marketplace / Exchange (B2B Hub) Model
B2B business Model
Marketplace / Exchaneg (B2B Hub)
Variations
Vertical
Horizontal
Krishna Koppa
= digital electronic market place where suppliers and commercial purchasers can contact and conduct transactions
Examples
Description
Revenue Model
e-steel.com, DirectAg.com
Helps bring buyers and sellers together to reduce Transaction fees procurement costs for a specific industry
TradeOut.com
Same as Vertical Type but focused on specific products Transaction fees and services
Digital Marketing
Categorization of B2B Models – 5 models B2B : Marketplace / Exchange (B2B Hub) Model Vertical
Krishna Koppa
Horizontal
Digital Marketing
Categorization of B2B Models – 5 models B2B : E-distributor Model
= a company that supplies products and services directly to other individual businesses
B2B business Model
Examples
Description
Revenue Model
E-distributor
Grainger.com, GE.com
Connecting with other business directly
Sale of goods
Krishna Koppa
Digital Marketing
Categorization of B2B Models – 5 models B2B : E-distributor Model
Krishna Koppa
Digital Marketing
Categorization of B2B Models – 5 models B2B : B2B Service Provider Model
B2B business Variations Model
Traditional
B2B Service provider
Krishna Koppa
= Sells business services to other firms
Examples
Description
Revenue Model
Employeematters.com
Supports companies through online services
Sale of services
Application Rents internet based Service Salesforce.com, Corio.com software applications to Provider (ASP) businesses
Rental fees
Digital Marketing
Categorization of B2B Models – 5 models B2B : B2B Service Provider Model
Traditional
Krishna Koppa
Application Service Provider (ASP)
Digital Marketing
Categorization of B2B Models – 5 models B2B : Matchmaker Model
B2B business Model
Matchmaker
Krishna Koppa
= company makes money by linking other businesses and taking a cut of any business that occurs vis a transaction fee /user fee
Examples
Description
Revenue Model
iShip.com
helps businesses find what they want and need on the web
Transaction fees
Digital Marketing
Categorization of B2B Models – 5 models = a company whose business model is premised upon B2B : Infomediary Model gathering info about consumers and selling it to other businesses
B2B business Model
Variations
Audience Broker
Examples
Description
Revenue Model
DoubleClick.com
Gathers consumer info and uses it to help advertisers to find their audience
Sale of information
AutobyTel.com
Gathers consumer data and uses it to direct vendors to customers
Referral fees
Infomediary Lead Generator
Krishna Koppa
Digital Marketing
Categorization of B2B Models – 5 models B2B : Infomediary Model
Audience Broker
Krishna Koppa
Lead Generator
Digital Marketing
There's no rocket science behind the estimation – growth of smartphones and more secure and easy payment systems on the go are going to boost the segment.
Even as the m-commerce is growing, the segment cannot depend solely on smartphone growth. Of course, smartphone growth is paving the way for mobile e-commerce, but penetration of faster mobile Internet – faster and affordable 3G and perhaps 4G networks – is equally important.
Krishna Koppa
Digital Marketing
t will be unfair to burden the e-tailing sites for the growth of mobile commerce. Other sectors such as banking and e-governance have to optimise their services for the mobile phone platform. Banking sector in particular has to take the lead in order to push the mobile platform.
Wallet system has been around for quite some time, but hasn't gone mainstream in the country. Wallet ensures a convenient and technologically quick method for you to purchase products. If figures from Paytm are to be believed, wallet definitely promises high potential – it has over 15 million active wallets within 10 months of launch, out of which 6.5 million with money or saved cards. But, wallet system faces a lot of challenges, ranging from RBI regulations to customer awareness. However, we expect more relaxations in norms in the near future. The wallet system is also going to help the developers monetize their apps. Moreover, Initiatives such as Airtel's Airtel Money and Vodafone's m-pesa are certainly going to make wallet more popular. Check out the RBI list for mobile wallet licence holders here. Also read: Draft Guidelines for issuance and operation of Prepaid Payment Instruments in India Krishna Koppa
Digital Marketing
E-Commerce marketing strategies E-Commerce strategies : These strategies almost remain same for B2B and B2C models
Market Entry Strategies
1
2
3
• Clicks Only Strategy • Clicks and Mortar Strategy
Customer Acquisition Strategies
• • • •
Permission Marketing Affiliate marketing Viral Marketing Leveraging brands
Customer Retention Strategies
• • • •
Personalization & One-to-One marketing Customization and Co-creation Transactive Content Customer Service
Krishna Koppa
Digital Marketing
E-Commerce marketing strategies
Permission Marketing : Strategy in which companies obtain permissions from customers before sending them information /promotional messages
Affiliate Marketing : One website agrees to pay another website a commission for new business opportunities it refers to the site
Viral Marketing : The process of getting customers to pass along a company’s marketing messages to family, friends and colleagues (online word-of-mouth)
Leveraging brands : Using the power of existing brand to acquire new customers for new product or service
Krishna Koppa
Digital Marketing
M-Commerce
Krishna Koppa
Digital Marketing
Krishna Koppa
Digital Marketing
Another company that is going big on the m-commerce segment is Paytm, which has been focusing on mobile and DTH recharges. Here's a few figures Paytm has shared – It receives over 800,000 orders a day, has 90% repeat users, and 80% of new users are from mobile. Paytm hopes to hit 1 million orders a day on the platform by end of 2015. Krishna Koppa
Digital Marketing
What is M-Commerce ?
Krishna Koppa
Digital Marketing
NextBus Case.
Mobile commerce (m-commerce, m-business) = any e-commerce done in a wireless environment, especially via the Internet • Can be done via the Internet, private communication lines, smart cards, etc. • Creates opportunity to deliver new services to existing customers and to attract new ones
Krishna Koppa
Digital Marketing
Drivers for m-commerce
Internet explosion – more so on mobiles E-Commerce Growth in smartphones and wireless other devices Faster internet connectivity : 3G/4G Banking and e-governance sectors optimizing their services for mobile phones Krishna Koppa
Digital Marketing
NextBus Case.
Krishna Koppa
Digital Marketing
NextBus Case. The Problem Buses in San Francisco have difficulty keeping to 20 minute schedule during rush hours Schedule was becoming meaningless
Krishna Koppa
The Solution Bus riders carrying Internet-enabled cell phone or PDA helps: • Find estimated arrival time at each stop, digitally in real time • Soon location-based advertisements will pop up—you have time to get a cup of coffee before the bus arrives—Starbuck’s is 200 feet to the right
Digital Marketing
NextBus Case.
Krishna Koppa
Digital Marketing
Characteristics of m-Commerce Value added attributes Characteristics Mobility
M-Commerce
Product & Service localization Product & Service Personalization Ubiquity
Reachability
Instant Connectivity
Convenience Krishna Koppa
Digital Marketing
Enabling technologies Transmission modes : •
• •
GPRS (General Packet Radio Service) A step between GSM and 3G cellular networks. Mobile phone can receive and transmit data at the same time. (e.g. make a phone call and receives e-mail at the same time) 3G/4G W-CDMA (Wideband Code-Division Multiple Access)
WAP(Protocol) and i-mode(Service) : •
•
WAP(Wireless Application Protocol) It is a open and standard wireless application software protocol i-mode The first packet-based, always-on, mobile Internet service
Other related technologies : • • •
J2ME (Java 2 Micro Edition) it makes mobile phones have a ability to execute program. XML（eXtensible Markup Language） IPv6 It gives every mobile phone can get its own IP.
Krishna Koppa
Digital Marketing
Various M-commerce services
Krishna Koppa
Financial
Entertainment
Shopping
Advertising
Payment
Information
Digital Marketing
Mobile wallet – some facts
Krishna Koppa
Digital Marketing
Payment Systems
Krishna Koppa
Digital Marketing
Generic Payment Systems
Cash : Legal tender defined by a national authority to represent a value - It is instantly convertible - No intermediation of third institution required
Checking accounts : Funds transferred directly via a signed draft or check from consumer’s account to a merchant or other individual
Credit cards : It represents an account that extends credit to consumers to purchase while deferring payments
Stored Value : Accounts created by deposited funds into an account and from which funds are paid out or withdrawn as needed - Debit cards, Gift cards
Accumulating balance : Accounts that accumulate expenditure and to which consumers make periodic payments - Utility bills, Postpaid Phone
Krishna Koppa
Digital Marketing
Current Online Payment Systems (COPS)
Credit Cards
COD – Cash Against delivery / Check against delivery
Digital Wallet
Digital Cash
Online Stored Value System
Digital accumulating balance
Digital credit card accounts
Krishna Koppa
Digital Checking
Digital Marketing
Current Online Payment Systems (COPS) Digital Wallet : Authenticates the consumer through the use of digital certificates or other encryption methods, stores and transfers value and secures the payment process
Digital Cash : Also called as e-cash. Digital forms of value storage and value exchange - Paypal, Yahoo Paydirect, Airtel Money, Vodafone m-pesa
Online Stored Value Payment Systems : permit customers to make instant, online payments based on value stored in online account - Eg : Ecount.com, Millicent
Digital accumulating balance payment systems : allows users to make micropayments on the web, accumulating a debit balance for which they are billed at the end of the month - Eg : qPass, iPIN, Millicent
Digital Checking : Seek to extend the functionality of existing checking accounts for use as online shopping payment tools : digital money transfer - Eg : eCheck, Achex Inc
Krishna Koppa
Digital Marketing
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