B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
Integrating Digital Marketing presented by Mahesh Murthy (founder and CEO, Pinstorm)
1. It’s always more beautiful when integrated. INTEGRATING DIGITAL MARKETING: THE 20 RULES mahesh@ pinstorm.com ∫
2. 25 years. Almost as many media. FCB, Grey, Ogilvy, Channel V, Pinstorm. Print, TV, Radio, Outdoor, Display, Search, Social and more. INTEGRATING DIGITAL MARKETING: THE 20 RULES mahesh@ pinstorm.com ∫
3. Like the seasons, media comes and goes. Newspapers, Radio, TV and Digital. Digital: Orkut, Facebook and Twitter. 1 ∫
4. The pace of change is increasing. As are your challenges. Insist your partner keeps up – for your own sanity. 2 ∫
5. The larger you are, the less you can afford to miss focus. Or manage many vendors. Let your partner manage focus. 3 ∫
7. Digital’s bigger than you think. 65m on net, 375m on mobile. 16m on Orkut, 7m on Facebook, 0.5m on Twitter. 10 hours a day. SEC A, B+. Bigger than English TV on key demos. 5 ∫
8. It all starts with your consumer. Where are they? On digital? How many and how much? 6 ∫
9. Find their path online – and follow it . Awareness? Interest? Desire? Action? 7 ∫
10. No one medium outperforms others. No army uses just 1 weapon. Use the right mix of all. 8 ∫
11. On building awareness and branding. Display ( CPI not CPM),Contextual, Social, SEO, SMM, ORM 9 ∫
17. Structure for integration, not division. SEO, SEM, Display, Virals, Mobile, Social etc are not departments . 15 ∫
18. Visibility: on doing better SEO. On-site: Flash, Tags, Maps, Copy, Age, Freshness. Off-site: In-bound links, PR plan, directories, High PR pages 16 ∫
19. Reach: on doing better SEM. Words: Long-tail, Fresh Bids: Lower now, CAT / SCAT Ads: 1 per word / page, languages Landing pages: Relevance, SEO, site not page Tracking: don’t use GA, try new stuff 17 ∫
20. Impact: on doing better display. Size: Own the page Construct: Movement better than still Message: Intrigue, don’t just inform 18 ∫
21. Buzz: on doing better social media Identity: Your own, don’t fib. Character: Fit in before you try stand out. Message: on network. Blogs: own and others. Facebook, Orkut: Apps and fans Twitter: Deserve to be followed. 19 ∫
22. Integrate: make small look big. Small can be nimble – move faster than others. Look bigger to customers and prospects. For far less money than the big guys have. 20 ∫
41. Blog marketing We created a blog at myidea4india.wordpress.com to showcase the top ideas that were voted for on the myIdea website. We use the blog to bring to the fore what we thought were some of the best ideas. We elaborate on the issues the myIdea represented and asked users to vote accordingly. This is another way for our TG to find us. ∫