Presentation on Getting ROI From Digital Marketing at the Digital Chai Pe Charcha held by Social Beat in Mumbai on 7th Jul, 2017. It covers insights across social media, search engine marketing, landing pages, UX, content marketing and more.

1. Agenda
Digital Chai Pe Carcha – Getting ROI out of Digital Marketing
#DigitalCPC
7th Jul, 2017

6. Content Marketing – how should one approach it?
What’s 2022 going to look like

7. Content Marketing – how should one approach it?
What’s 2023 going to look like

8. Internet users in India

9. About 450 000 000

10. Facebook Users in India

11. 197 000 000
66% active daily

12. Indian Users on Whatsapp ?

13. 200 000 000

14. Indian Users on Linkedin ?

15. 42 000 000

16. Indian Users on Instagram ?

17. 41 000 000

18. Putting India in perspective
Population:
1241m
TV: ~150m
Households
Mobile:
~1000m
Internet:
~450m

19. Content Marketing – how should one approach it?
Basics of Digital
Building Assets
Creating Content
Acquiring Users on a Shoe String Budget
Measuring Results

20. Content Marketing – how should one approach it?
Basics of Digital

21. So what is Digital Marketing?
Digital Marketing
Influencer
Marketing
Building
website
Making a
mobile
app
Search
marketing
Social
media
marketingE-mail
marketingDisplay
advertisement
Digital
marketing
channels

22. Know your Basics!
Owned
Media
Paid
Media
Earned
Media

23. Earned media like content marketing has more sustained long-term impact
Source: NeilPatel

24. Content Marketing – how should one approach it?
Building Assets

25. Even today we are surprised at the number of businesses without a website

26. Key is to have great experience across devices

27. Right user experience – drive them to convert

28. Right Call to Action is required to make this work

29. Right user experience – drive them to convert

30. Content Marketing – how should one approach it?
Brand Website Vs Landing Page

31. Platforms to build quick websites

32. Landing Pages are more effective in driving Leads

33. Content Marketing – how should one approach it?
What if you don’t want to build a
website?

34. Google Research shows that local informatiion

35. Google Research shows that local informatiion

36. Content Marketing – how should one approach it?
Content Creation

37. Key is to ensure that its non-promotional

38. Over 200 Factors go into SEO

39. Ideal approach to SEO: Great content & relevant backlinks

40. Speed is key – Accelerated Mobile Pages
Mobile First
Responsive
Site
Speed &
AMP
Be there in
the
moment
95 million pages already on AMP

41. 1 million content pieces analysed to reach the results of what gets shared most
Videos
Lists
How To
Why posts
Infographics
Research Reports
Surveys & Quizzes

42. 360 Degree Content to make it more interesting
https://goo.gl/NvKUVM

43. https://goo.gl/hbdHKB

44. Resized to square to
increase visibility in feed
environment
Added supers to clearly
convey “easy debit card
replacement” message
without sound
Cut down from 15 to 12
seconds, focusing on
elements that highlight
brand offering
Moved initial brand mention
earlier
A D S N E E D T O B E O P T I M I S E D F O R T H E P L A T F O R M
44

45. LEGEND
Adds animated typography to your
videos/statics. Shows you several ways
your ad can look.
T O O L S T O C R E A T E V I D E O S
VIDLAB
VIDEO EDITING APP
Creates a slideshow out of photos, allows
you to play with the speed of slides, add
text, graphics, music and voice overs.

46. 30,000+ Shares
1.5 Million Views
~3000 Shares
1 Lakh Views
Videos in Regional Languages work far better than English content –
as it’s a new audience + lesser competition

47. List of Top Things – Get a lot more shareability

48. List of Top Things – Get a lot more shareability

49. Research Reports – Consulting firms do this very well

50. Home Care Guide by India Home Health Care

51. Home Care Guide by India Home Health Care
PETWISH CAMPAIGN - Dog Breeds & Lifestyle Campaign
garnered reach of over 1 lakh with ~43,000 shares

52. Content via Videos
https://goo.gl/j4jvS8

53. Engagement needs to be on non-branded content

54. Gifs & Animations are easy to create now

55. Content Marketing – how should one approach it?
Acquiring Users on a Shoe String
Budget

56. Photos
Videos
Text
VR/AR
So many
different
ways to
communicate

57. Important to reach audiences via sequenced adverts

58. Discovery can happen even on Social Media

59. Lead Ads

60. Social media initiatives flow from your brand objectives
Visuals & Videos
Details of Product/Service, Price, Key
Details for decision making
Call to Action (CTA), Offers
Experiment & Refine

61. Content Marketing – how should one approach it?
Measuring Results

62. Likes
Comments
Shares

64. Likes
Comments
Shares
Brand Awareness =
Reach & Engagement
Leads
Sales

65. Metrics
Tangible
Intangible
Metrics that translate into immediate business results:
 Leads
 Sales
 Registrations
 Traffic / App Downloads
Metrics that do not measure immediate business results:
 Brand Awareness
 Customer Engagement
 Customer Satisfaction
 Brand Reputation

66. Metrics
O
B
J
E
C
T
I
V
E
M E T R I C S
Lead Generation
or Online Sales
Brand Awareness
 Leads/Enquiries Generated
 Revenue from Sales / Conversion %
 App Installs
 Website Traffic
 Reach
 Impressions
 Mentions
 Social Engagement
 Comments/Shares
 ReTweets/Reposts
 Likes/Fans/Followers

67. Tools to Measure Metrics

68. Tools to Measure Metrics

69. For Offline Stores Google My Business can be key
Driving Directions
to the Store
Calls from Digital
Online Offers
redeemed at the
Store
% of customers
who found the
store via digital

70. Tools to Measure Metrics
Analytics

71. Awareness
Consideration &
Evaluation
Lead Conversion
Data Collection &
Analysis
SEO
Customer Support
Influencer Outreach
Paid Search, Display & Remarketing
List Building
Monitoring
Lead Capturing
User Behaviour
A/B Testing
Analytics
Call Tracking
Adv. Conv.
Tracking/Visitor Profi
CRM
Reporting
Comp. Tracking
Tag Management
Hundreds of Tools to help

72. Q&A