1. Digital Marketing :
101
Rathin Lahiri
CMO – Loyalty One

2. Who is the bigger brand?

3. The Customer Funnel
Organic Traffic
Visitors Paid Traffic
Organic Traffic
Registered Users Paid Traffic
Organic Traffic
First-time Buyers Paid Traffic
Great Experience
Repeat Buyers Great Value

4. Digital Marketing Toolkit
Social Media
Marketing Search Engine
Optimization /
Search Engine Marketing
Email
Marketing
Online
Advertising
Mobile
Marketing
Online Public Relations

5. Display Advertising
• Display Advertising, e.g. Banner ads, Google AdSense
• Banner ads can drive both brand awareness and response
• Ads may be static, dynamic, fully interactive, form-based
• Choice of ad format depends on campaign goals
• Ad space can be bought from publishers or through ad networks
• Publishers: Yahoo!, Microsoft, Rediff.com, Sify.com
• Ad Networks: Tyroo, Komli, AdMagnet, Vdopia
• Display ad performance metrics can vary based on campaigns

6. Brand Advertising

7. Response-driven Advertising

8. Online Public Relations
• Online publications offer targeted and efficient access to both
partners and vendors
• Use online publications to augment offline coverage
• Blogs: your own, industry trackers, business insiders, etc.
• Social networks: Twitter, LinkedIn, Facebook, etc.
• Content sharing platforms: YouTube, SlideShare, etc.
• Response-friendly releases: use keywords and linkbacks
• Augment press releases with visual and video content
• Share across platforms and monitor response

9. eBay.in DreamHouse (over 500k visitirs )

10. Search Advertising
93% of buying cycles start with online searches.
Google is a $ 50 Bn company
Paid Search
Natural Search

11. Search Advertising
• Search Advertising, e.g. Google AdWords
• One of the most effective channels to drive response/action.
• Pay-per-click text ads that accompany organic search results.
• Appearing in both organic and ad lists increases traffic 4X.
• Crisp copy with clear call to action increases clickthrough rate.
• Landing page specific to the ad campaign increases conversion.

12. Search Advertising
Organic Results
+
Ad Results
=
4x response
High rank on
search results
page leads to
increased brand
awareness.

13. Search Advertising
Call to Action
Product Details
with clear value
proposition

14. Search Engine Optimization
93% of buying cycles start with online searches.
High rank on
search results
page leads to
increased brand
awareness.

15. Search Engine Optimization
On-page content: Use the right keywords
Page Title
Page URL
Page Description;
Subsection Links
Page Header

16. Content Optimization
• On-page Content:
• Update regularly – minimize broken links and “out-of-stock”.
• Provide product details, specifications, shipping information.
• Showcase user reviews and images.
• Off-page Content: Link to pages using the right keywords
• Consistent, reliable content drives more links.
• Reliability of linking sites adds value to the links.
• Social networks drive large volumes of links.

17. Top Tips – SEO/SEM
• Use relevant keywords in content.
• Keep content relevant and updated.
• Use descriptive page title and section headers.
• Organize your sitemap for easy crawling by search engines.
• Allow sharing on social networks to build link quality.
• Claim relevant keywords for search ads.
• This builds brand relevance and awareness.
• Measure effectiveness through web/campaign analytics.
• Test and learn – adapt communications based on results.

18. Email Marketing
Brand Logo Share!
Call to Action
Share!

19. Top Tips – Email Marketing
• Cardinal rule of email marketing: Do not spam!
• Opted-in consumers: More receptive to communication;
hence more valuable to your business.
• Effective email: Concise, focused, with clear call to action.
• Mobile phone compatibility: Design to be read on the move
• Test regularly: Layout, content, offers, schedule, etc.
• Customize content based on user segmentation.
• Use response data to fine-tune future contacts.
• “No means no”: Do not contact customers if they opt out.

20. Mobile Marketing
• Mobile Is Personal
• Mobile is with you everywhere
• Mobile is immediate
• Mobile is Localizable
• Mobile provides a wide range of Marketing Tools
• Website / App / Sms / MMS/ Location Based
Targeting / Qr codes

21. Mobile Marketing
• The smartphone is a computer that can make calls
• Deliver a rich, interactive mobile experience
• Make offline messaging come alive
• The smartphone is not a computer – design differently
• Mobile web experience
• Mobile application experience
• Customize the mobile experience
• Platform – customize for the customer’s phone
• Geolocation – customize for where the customer is
• Contact network – customize for what the customer’s friends like
• Respect the customer’s privacy
• Protect the customer’s data

22. Mobile Marketing
• Always on, always at hand
• Mobile devices are becoming primary online touchpoints.
• Mobile has overtaken the desktop as a gateway to the internet.
• 40% of all Google searches come through mobile.
• 27% of all emails are opened on mobile phones.
• Mobile access is no longer just a “good to have” feature.
• All digital channels must be mobile-friendly.
• Highly personal and highly personalized medium:
• Platform
• Geolocation
• Network
• Challenges: Permission to contact, privacy, data security.

23. Mobile Web

24. Mobile App

26. Social Media Marketing
• Social media: Word-of-mouth in a digital era
• Archive of opinions and sentiments
• The forest-fire effect – rapid expansion of reach
• Two-way street for marketers – broadcast and listen
• Measurable, but what does the data mean?
• Three elements of social media
• Publish
• Share
• Discuss

27. Top Tips – Social Media
• Share/promote published content
• Blogs, Facebook, LinkedIn, Twitter, Google+
• Monitor content published by others
• Search and News: Google News, Google Alerts, Blog search
• Social networks: Facebook, LinkedIn, Twitter, Google+
• Bookmarking: Delicious, Reddit, StumbleUpon
• Discuss: participate in online conversations
• Blogs, LinkedIn, Facebook, Twitter, Google+, Quora

28. Publish Content
• Content platforms
• Networking platforms
• Bookmarking

29. Blogs: Publish, Share, Promote

30. Conversations: Facebook

31. Conversations: Twitter

32. Conversations: Q & A

33. Social Media
4.3 million Likes
31,702 conversations

34. Social Media
69,896 Likes
1,509 conversations

35. Top Tips – Digital Marketing
• Clearly define your Objectives
• Use a balanced mix of search and display (brand/response)
• Drive brand engagement through rich media and interactivity
• Even search ads are a branding tool – use them effectively
• Strong call-to-action words drive high clickthroughs
• Measure effectiveness through web/campaign analytics of
each channel
• Test and learn – adapt advertising based on results
• Nobody knows it all : Learn from the specialists

36. Social Media Marketing

37. Thank You