Know more about How Technology will change how you look at Marketing from Ketan Sabnis's presentation at the Digital Bites- a Digital Marketing Conference by Amura & Google @ Bangalore Google Office.

1. Technology for Effective
Marketing
for the Real Estate Industry

2. What is “Marketing Success”
Understand marketing’s
contribution to business goals, or
how those contributions can be
improved
Factor in the strategic intent of all
marketing investments

3. Changing landscape

4. Site visit
Awareness & Discovery
email &
SMS
nurturing
engagement
via social
media
Site
visit
BlogsVideo
Search
Display
Ad
Outdoor
Social
Media
Portal
Review
sites
Print
Radio
Calls
web
enquiries
live
chat Comment
on FB
SMS
via
channel
partner
Email
via
portal
Short
code
Outdoor Portal Print
Calls web
enquiries
via
channel
partner
Communication channels
Sales & Nurturing
Closure
• Marketing has become Multi channel
• 6+ interactions before enquiry
• Social discovery
• Average attention span is reduced
• Multiple ways to reach you
• Difficult to track every medium
• More information seeking
• Expects content for decision making
• More competition
• Closure for NRI clients
• Online bookings

5. What metrics to use? How to measure success?

6. REACH
Cost per impression
Click through rate
Time on site
Bounce rate
Direct traffic
Social mentions
Branded keywords search
ENGAGEMENT
Online referrals
Social actions: Like, share, etc
Engagement / Commenting
Reach achieved
Positive sentiment
Lifetime value of customer
More people talking about brand
DIRECT RESPONSE
MROI: Revenue / Cost
Cost per click
Cost per website visit
Cost per qualified lead
Cost per site visit
Cost per sale
Marketing
Sales
measurement metrics
success metrics

7. Lead Capture Analytics platform Automation
Lead nurturing
Campaign automation
Recommendation engine
Assisted buying platform
Visibility into customer journey
Sales & Marketing analytics
Social monitoring
A/B Testing
Engagement Analytics
Form
Live Chat
Phone Calls
SMS
Portals
Facebook
Channel partners
How to accurately track your ROI

8. Nest Fest - Technology enabled campaign
• Kolte-Patil’s 15 Projects across Pune’s micro markets on offer. 15 days
of online fest followed by a 3 day offline expo
• Limited Period Deals with bank tie ups & Online Payment option
• Massive Campaign : 2 Cr Online Spend
with 30,000 Leads in 15 days
• Daily website traffic - 15,000
• Challenge : How to monitor / track massive lead flow & still deliver a
good experience from the Sales Team

9. Nest Fest - Technology enabled campaign
• Segment leads in real time and intelligent responders over Email / SMS
• Assisted Buying Platform
• Website Analytics & Visitor analytics tied with pre-sales / sales team
• Lead Nurturing & Lead Scoring
• Intelligent Live Chat with dedicated chat support for Online Payment Visitors
• Cart abandonment integrated with automated outbound calling
• Outbound dialler and automated voice blasts
• Offline Marketing Integrations with Sell.Do for end to end tracking of leads
• Lead Segmentation: Priority Call Back to highly engaged visitors
• Automated summary reports and real time insights for campaign performance visibility

10. Auto Lead capture
Ensure all your digital sources are captured
Calls (inbound and outbound) all monitored and an outcome attributed to them
Leads from offline sources must also flow into the lead management system
Track marketing metrics - from impressions to enquiry
Measure every campaign
Tag input sources including the actual referral website (ad placement)
Sales & marketing automation
Automate your engagement with customers - relevant content based on their sales pipeline status
Improved re targeting campaigns to bring lost customers back
Built in communication platform
Implement proxied communication
Eliminate the need to use any other communication medium
Key take aways
powered by

11. Future of marketing & Advertising

12. An Industry First
Sell.Do - Advertising automation

13. Current pain points with running a large digital campaign
• Multiple ad platforms
• Analytics, Advertising data, Reporting platform, sales knowledge are all available in
silos
• Need to check multiple softwares to analyse and optimise campaigns - no single
dashboard or insights.
• Advertising platforms are agnostic to industries or verticals and don't understand
buyer intent
• Tracking requires a lot of technology implementation (pixel tracking)

14. • Single dashboard to measure all your campaigns, sources, channels.
• Track key metrics all in real time - club your marketing and sales data.
• Cost per click, cost per lead
• Cost per qualified lead, cost per site visit, cost per booking
• Automated Search + Facebook campaign setup
• Continuous data collection for advertising and sales data
• Automated analytics & predictive algorithms - running every hour
• Optimisation engine based on campaign objective - Outreach, Leads, Qualified leads, Actual Sale
• Learning algorithm to predict and modify ad content that suites better engagement and CTR
• Algorithm to alter user flow on website
• Advertising level A/B testing - test different ad creatives, different targeting campaigns
• Intelligent bots to interact with customers on websites

15. – Ketan Sabnis
ketan@amuratech.com | +91 9552523663
Thank you