1. Mumbai
Mar 22, 2013
1 PM to 7 PM
© GutsGo eMarketing 1

2. Mumbai
Mar 22, 2013
© GutsGo eMarketing 2

3. What is in Store in Master Class?
• Module 1: How is ONLINE and Digital Channel impacting
businesses Today? Explaining through Cases.
• Module 2: Understanding the Customer Behaviour on the
internet. Explanation through Cases.
• Module 3: What are the things you can do take advantage of
Digital Channel? Talk about various eMarketing Tactics viz
Search, Social, Mobile, eMail et al.
• Module 4: What is your Online Strategy for your business?
Explain through LIVE Cases.
• Module 5: Developing Blue Print of YOUR Online Marketing
Strategy.
© GutsGo eMarketing 3

4. Esteemed Trainers @Master Class
• Module 1: How is ONLINE and Digital Channel impacting
businesses Today? Explaining through Cases.
RatanKK
• Module 2: Understanding the Customer Behaviour on the
internet. Explanation through Cases.
• Module 3: What are the things you can do take advantage of
Digital Channel? Talk about various eMarketing Tactics viz
Search, Social, Mobile, eMail et al.
• Module 4: What is your Online Strategy for your business?
Explain through LIVE Cases.
• Module 5: Developing Blue Print of YOUR Online Marketing
Strategy.
© GutsGo eMarketing 4

5. • Leads GutsGo's Marketing and
Operations.
RatanKK, Primary Tutor for GOMP • Lead Trainer & Consultant for GutsGo
eMarketing Training
• Lead eMarketing Trainer - NIIT
• Lead Trainer for eConsultancy, UK
• eMarketing Visiting Professor @ IIM,
Ahmedabad, 2011, 2012, 2013
• A Senior Mentor with Power Of Ideas
2012
• A Jury Member of India's Yahoo! Big
Idea Chair Awards 2012
• A seasoned Mentor of Mentor Edge,
Center for Innovation, Incubation and
Entrepreneurship (CIIE), at IIM
Ahmedabad.
• Visiting Professor @Great Lakes,
Chennai 2010 & 2011.
www.gutsgo.com 5
© GutsGo eMarketing 5

6. Esteemed Trainers @Master Class
• Module 1: How is ONLINE and Digital Channel impacting
businesses Today? Explaining through Cases.
• Module 2: Understanding the Customer Behaviour on the
internet. Explanation through Cases.
• Module 3: What are the things you can do take advantage of
Digital Channel? Talk about various eMarketing Tactics viz
Search, Social, Mobile, eMail et al.
• Module 4: What is your Online Strategy for your business?
Explain through LIVE Cases.
• Module 5: Developing Blue Print of YOUR Online Marketing
Strategy.
© GutsGo eMarketing 6

7. Esteemed Trainers @Master Class
• Module 1: How is ONLINE and Digital Channel impacting
businesses Today? Explaining through Cases.
• Module 2: Understanding the Customer Behaviour on the
internet. Explanation through Cases.
• Module 3: What are the things you can do take advantage of
Digital Channel? Talk about various eMarketing Tactics viz
Search, Social, Mobile, eMail et al.
• Module 4: What is your Online Strategy for your business?
Explain through LIVE Cases.
• Module 5: Developing Blue Print of YOUR Online Marketing
Strategy.
© GutsGo eMarketing 7

8. Esteemed Trainers @Master Class
• Module 1: How is ONLINE and Digital Channel impacting
businesses Today? Explaining through Cases.
• Module 2: Understanding the Customer Behaviour on the
internet. Explanation through Cases.
• Module 3: What are the things you can do take advantage of
Digital Channel? Talk about various eMarketing Tactics viz
Search, Social, Mobile, eMail et al.
• Module 4: What is your Online Strategy for your business?
Explain through LIVE Cases.
• Module 5: Developing Blue Print of YOUR Online Marketing
Strategy.
© GutsGo eMarketing 8

9. Some Agreements
• Make Copious Notes
• Ask Questions & Participate in the Class
• Get to the Point, QUICK!
• Mobiles in Silent Mode.
• No IMs. No FB. Don’t get distracted, PLEASE!
• Soak in & Absorb.
• Continue the Conversations – Beyond Today
© GutsGo eMarketing 9

10. Let’s Learn & Do It Better!
Let’s Be At It!
© GutsGo eMarketing 10

11. 11
© GutsGo eMarketing 11

12. Business
Marketing
eMarketing
What is Business?
© GutsGo eMarketing 12

13. Business
Marketing
eMarketing
What is Marketing?
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14. Business
Marketing
eMarketing
What is eMarketing?
© GutsGo eMarketing 14

15. Business, Marketing & eMarketing
Revenue – Cost = Profit
© GutsGo eMarketing 15

16. Business, Marketing & eMarketing
Establishing Customers Need or Want
Having a Market Ready Product / Service
Connecting with an Identified Customer
For Sales, Distribution & Advertising
In the Market Place against Competition
© GutsGo eMarketing 16

17. Who is Your Customer?
In Flesh & Blood
Emotions & Behaviors
Making their Life Better Today
Life Time Value
© GutsGo eMarketing 17

18. Business, Marketing & eMarketing
Any Marketing Online = eMarketing
eMarketing = Customer Centric++
Paid Search, SEO, Social Media, eMail
© GutsGo eMarketing 18

19. Why Customer Centric++?
Seamless Online Behavior Real time
Only way - Be Proactive to Engage
Each Engaging Tactic is a SILO
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20. © GutsGo eMarketing 20

21. eMarketing Technology Landscape
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22. The Classic Purchase Funnel
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23. EARNED MEDIA
radio
First-person commentary and
mags
newspapers
bricks & content about the brand posted
and shared across a variety of
mortar product venues
site(s)
‘advertising’ “Social Media” outlets also
corporate support both Bought Media (e.g.,
online ads website ad banners, sem/ppc, etc.) and
outdoor
Owned Media (e.g., widgets, apps,
television
etc.)
DM /
CRM
OWNED MEDIA
All media directly owned by the brand. These
destinations provide a platform to drive marketing
messages and tools to create Earned Media
mobile
campaign video sharing
site(s) social networks
BOUGHT MEDIA blogs
Typical corporate media spend social
Drives people to Owned Media email
media
SEO forums
personal pages
© GutsGo eMarketing 23

24. Complexity in SMM Platforms
© GutsGo eMarketing 24

25. eMarketing Funnel – Not Correct!
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26. Integrated eMarketing Funnel
© GutsGo eMarketing 26

27. Business, Marketing & eMarketing
Any Marketing Online = eMarketing
ONLINE in India
© GutsGo eMarketing 27

28. All Businesses Today Must…
… Do eMarketing!
© GutsGo eMarketing 28

29. All Businesses Today Must…
• Understand Consumers Online Behaviors
• Integrate Online Media into Marketing
Strategies
• Develop Integrated Online Marketing
Strategies
• Understand various Online Marketing Tactics
• Implement Online Marketing Tactics
• Know Online Industry
© GutsGo eMarketing 29

30. Developing a Marketing Plan
© GutsGo eMarketing 30

31. Developing a Marketing Plan
Business Specific
Product Specific
Customer Specific
Competition Specific
© GutsGo eMarketing 31

32. Porter’s 5 Forces
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33. Humphrey’s SWOT Analysis
© GutsGo eMarketing 33

34. Marketing Strategies – for What?
• There is a Business Offering catering to
– Consumer’s Need (Pain) – Ready Acceptance
– Consumers’ Wants (Pleasures) – Has Lead time
© GutsGo eMarketing 34

35. Marketing Strategies – for What?
• There is a Business Offering catering to
– Consumer’s Need (Pain) – Ready Acceptance
– Consumers’ Wants (Pleasures) – Has Lead time
• Objective for a Business
– Get a Paying Customer (More) & Keep her happy.
– Life Time Value of Customer(s)
– Profit = Revenue – Cost ( Revenue, Cost)
© GutsGo eMarketing 35

36. eMarketing = CC++
• Understand ‘Connections’
• Understand ‘Conversations’
• Understand ‘Intents’
• Align efforts with Business Objectives
– Specific with Selling Process
– Go along with Buying Behaviour
– Build a Reputation
• Making everything ‘Customer Centric’
© GutsGo eMarketing 36

37. eMarketing Drives Biz Transaction
• Understand ‘Connections’ (Get Connected!)
• Understand ‘Conversations’ (Be Part of it!)
• Understand ‘Intents’ (Thiers & Align Yours!)
• Align efforts with Business Objectives
– Specific with Selling Process (Sales & More Sales)
– Go along with Buying Behaviour (Up & Cross Sell)
– Build a Reputation (Others Speaking About U!)
• Making everything ‘Customer Centric’
© GutsGo eMarketing 37

38. Marketing Plan starts with…
Business Problem
Marketing Strategy & Plan Other Departments
Ask what is the problem that I am trying to solve?
Always!
© GutsGo eMarketing 38

39. Developing a Marketing Plan
Business Problem
Marketing Strategy & Plan Other Departments
Advertising & Fin / HR / IT /
Sales Distribution Operations
Communication Admin
Marketing not aligned with a Business
Objective is WASTE of efforts & Every thing else
© GutsGo eMarketing 39

40. Developing a Marketing Plan
© GutsGo eMarketing 40

41. Developing a Marketing Plan
Business / Marketing Problem
Marketing Strategy & Plan Other Departments
Advertising & Fin / HR / IT /
Sales Distribution Operations
Communication Admin
Online Offline
© GutsGo eMarketing 41

42. Developing a Marketing Plan
Business / Marketing Problem
Marketing Strategy & Plan Other Departments
Advertising & Fin / HR / IT /
Sales Distribution Operations
Communication Admin
Online Offline
© GutsGo eMarketing 42

43. Developing an eMarketing Plan
Online Campaigns
Integrated eMarketing Strategy
Website Email Web
SE0 PPC SMM Banner
Strategy Mobile Analytics
Measure, Analyze, Optimize
© GutsGo eMarketing 43

44. Developing an eMarketing Plan
Online Campaigns
Integrated eMarketing Strategy
Website Email Web
SE0 PPC SMM Banner
Strategy Mobile Analytics
Measure, Analyze, Optimize
© GutsGo eMarketing 44

45. How is ROI of each Tactic?
© GutsGo eMarketing 45

46. ROI of Social Media will seep into…
© GutsGo eMarketing 46

47. Big Bet on eMarketing…
eMarketing is a Game Changer for Business!
© GutsGo eMarketing 47

48. eMarketing Tactics & Outcome
Tactic Out Come
Website Customer Engagement
SEO Customer Acquisition & Retention
PPC Acquisition & Retention
Social Media Branding, Participation & Engagement
Banner Branding & Acquisition
Content Marketing Branding & Acquisition
Email & Mobile Customer Retention & Acquisition
Affiliate Sales & Branding
ORM Customer Retention, Branding & Participation
Web Analytics Intelligence on Customer ‘touch points’
© GutsGo eMarketing 48

49. Q&A
Let’s Be At It!
Let’s Learn & Do It Better!
© GutsGo eMarketing 49