Digital Marketing Strategy
Pradeeban
WSO2 Inc.
Agenda..
● Digital Marketing
● Digital Marketing Strategy
● The myths and the facts
● What should be done
● Digital Marketing Engineer
● B2B
● What goes wrong
● Case Studies
Digital Marketing
Pull
vs
Push
+ Unlimited
+ No complex technology
- Marketing effort to make it reachable
- Less-targeted
+ Consistent
+ Faster Delivery
+ Better Targeting
- Smaller Audience
- Higher Cost
- Regulations
Digital Marketing Strategy..
The myths and the facts
● Pull strategies are becoming more effective
and scalable.
● Google is no more important. (X)
● Best ROI is Email followed by Search (DMA)
Some acronyms.. ;)
● PPC – Pay Per Click
– Google Adwords
– Yahoo! Search Marketing
– Microsoft Adcenter
● CPC – Cost Per Click
● SEM – Search Engine Marketing
● SEO – Search Engine Optimization
● CPA – Cost Per Action
What should be done..
● Target and understand the audience.
– Proper understanding on what image to be
projected.
– Goals.
– Stand out from the competitors.
● Road map for the activities.
– Design and implement
– Tools
– Provoking discussions
– Encourage social media interaction.
● Execute and monitor the strategy.
– Acquire, inspire, and grow the audience.
– Establishing relationships.
● With customers.
● Web PR relationships.
– Content cohesive and consistent with the goals.
– Monitor ROI than clicks.
● Readers → Sale
● Repeat!
Digital Marketing Engineer
● Applies
– Web 2.0
– Digital Marketing Platforms
● To achieve
– Business Goals
● Executes or advices
– Digital Strategy
● Areas of focus
Marketing Optimization
● Creative Process → Data-driven process
● Consumer targeting
● Demographic studies
● Customer segmentation
● Conjoint analysis
Audience Development
● B2B (Business-to-business)
● B2C (Business-to-consumer)
Display advertising
● Web banners / Banner ads
● Proper targeting
– Behavioral targeting and retargeting
http://info.aol.co.uk/penguin/mr-penguin.html
– Demographic targeting
– Geographic targeting
– Site based targeting
Content Marketing
● Creating and distributing
– relevant and valuable content
– to attract, acquire, and engage the target
audience
– with the objective of driving profitable
customer action.
● Social Media analysis
● Competitor analysis
– Alexa, Semrush, Compete, ..
Content Marketing Goals (US)
● Brand Awareness (78%)
● Customer Retention/loyalty (69%)
● Lead Generation (63%)
● Customer Recruitment (61%)
● Website traffic (55%)
● Thought Leadership (52%)
● Sales (51%)
● Lead Nurturing (37%)
Content Used
● Branded content created by the brand (73%)
● Expert content (72%)
● Videos (51%)
● User case studies (45%)
● User content / reviews (41%)
● Information on sales/discount (40%)
● Advertisement (35%))
● Repurposed content from media (29%)
● Forums (29%)
● Contests (22%)
● Pre/Post Sales Q&A (17%)
Content Market Impact
● Web Traffic (56%)
● Direct Sales (49%)
● Sales Lead Quality (44%)
● Qualitative Customer Feedback (44%)
● Sales Lead Quantity (36%)
● SEO Ranking (28%)
● Increased Customer Loyalty (28%)
● Benchmark Lift in Company Awareness (27%)
● Benchmark Lift in Product Awareness (26%)
● Inbound links (24%)
● Cross selling (20%)
● Cost savings (13%)
Life Cycle
(Content → Search → Social → )
● Demand Identification (Search and Social)
● Content Creation and Optimization
● Content Distribution
● Advertising
● Search
● Engagement/Social
– Web site, outputs, and social networks
Search
Engine
Marketing
Social Media Engagement
● Following Vs Engagement
●
http://wwwhome.math.utwente.nl/~volkovichyv/some2011
Conversion Optimization
(Conversion Rate Optimization)
● Increases the conversion
– of the landing page visitors into customers.
● Reduces the bounce rate.
● Increases the lead generation
– with a lower number of page visitors.
● Audience screen.
● Key Performance Indicators (KPI)
Landing Page (Lead Capture Page)
Optimization (LPO)
● AIDA
– (Attention/Awareness → Interest → Desire →
Action)
● AIDAS
– (Attention/Awareness → Interest → Desire →
Action → Satisfaction)
● CAB
– Cognition (Awareness or learning) → Affect
(Feeling, interest or desire) → Behavior
(Action).
Media Planning
● Alexa Site Audit
● Matrix Search Media Planner
● SEOmoz Tool
● WebSite Auditor
● Website Grader
● Web CEO
● gShift Labs - Web Presence Optimizer
Lead generation
● Generate consumer interest
● Lead generation organizations
– QuinStreet
– Eloqua
– HubSpot
– PointClear
Copywriting
● Use of words and ideas to promote.
● Search engine optimization copywriting.
● 5C's of copy editing
– Make the copy clear, correct, concise,
complete, and consistent.
Email Marketing (B2B)
● Induce signing up
● Easy to sign up
● Welcome mail
● Personalized mail
● From a real person (at least looks like ;))
● Ideal time to mail (B2B)
– Thursday, 11 a.m. – 12 p.m.
● Objective for the mail
● Proper subject line and lede.
● Being an information source.
● Appropriate links.
● Getting the readers active.
● Get sales team involved.
● Optimize the open rate.
– B2C 40%
● Mobile device friendly.
● Email clients.
Customer Engagement (CE)
● Four-level model adapted from Kirkpatrick's
Levels
– Click - A reader arrived (current metric)
– Consume - Reads the content
– Understood - understood and remembers.
– Applied - Applies the content in another venue.
● Ghuneim's typology of engagement.
– Degrees: Adoption → Collaborative Filtering
→ Content Creation → Social
● Engagement
– Satisfaction
– Loyalty retention
– Word of mouth advertising (advocacy)
– Awareness (Effectiveness of communications)
– Filtering
– Complaint-behavior
– Marketing intelligence
● Customer Engagement as a metric
– Root metrics
– Action metrics
● Marketing Intelligence
● Marketing Automation
– Demand Generation
– Lead Management, Scoring, Nurturing, and
generation
– Campaign Analysis
– Qualification
– Sales Effectiveness
● Advanced Workflow Automation
● Search & Social Data Mining →
Current State Audits ←→
Internet
●
Full Communication &
Strategy
●
Engagement plan ←
● Competitive Research ←→
What goes wrong
● Internal Barrier to change.
● Wrong target audience.
● Misunderstanding the audience.
● No plan to reach anyone.
● The web has a greater memory.
The flip-side
● Spamming in the name of marketing
– Controlled by CAN-SPAM Act
● Click-fraud
● Black-hat SEO
– Google's Suggestions
– Suggestions on Google's suggestions.
● Opt-out from behavioral advertising
http://www.networkadvertising.org/managing/opt_out.asp
Case Studies
LOFT
● https://www.facebook.com/LOFT
● https://twitter.com/#!/loft
● http://www.loft.com/
● http://www.facebook.com/media/set/?..1
● The response from LOFT -
http://www.facebook.com/media/set/?..2
TEAFE
● https://www.facebook.com/Chaipatty
● http://bangalore.burrp.com/listing/chaipatty..
● https://www.facebook.com/photo.php?fbid=..
References/Resources
● http://thefuturebuzz.com/2010/01/04/digital-..
● http://www.digitalmarketingstrategy.com/2011..
● http://chiefbusinessmarketer.com/articles/..
● http://directmag.com/casehistories/b2b/m..
● http://www.webanalyticsworld.net/2011/06/di..
● http://searchenginewatch.com/industry
● http://searchenginewatch.com/How-Marketers..
● http://kkpradeeban.blogspot.com/..first-mail.html