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Module 6 marketing strategy ratan kk_masterclass on online marketing
- 5. An RFI Takes Care of…
• What is your Business Offering as an Elevator Pitch?
• What is your Product Positioning?
• What is your Competitions Product and their
Positioning?
• Who is your CUSTOMER?
• What is your Customer Engagement?
• What is your eMarketing Plan?
• What are the Key Performing Indicators per Campaign?
• What are the resources for this eMarketing Plan?
• Who is Accountable for Performance?
• Who is responsible for Execution?
© GutsGo eMarketing 5
- 6. Process of Developing eMarketing Plan
Tactic TAO for
RFI Strategy
Specific Plan each Tactic
© GutsGo eMarketing 6
- 8. Module – SMM Execution Plan
• Set of goals for an SMM Campaign
• SMM Goals – Audience | Influence | Engagement
| Actions | Loyalty?
• Keywords for SMM
• Short listed KWs
• Identification of SMM Channels, with an
integration planned
• For Listening / Online Intelligence
• For Out Reaching / Engaging
© GutsGo eMarketing 8
- 9. Module – SMM Execution Plan
• ‘Listening Plan’ for conversations
• Listening for each goal
• Tracking what you listened
• Indentify a right conversation opportunity
• ‘Preparation’ for Engagement
• Creation of experiences/web properties, to let
others talk about Brand
• Script to initiate and to sustain conversations
• Plan to get them to talk more about the
experience & the brand in their social web
© GutsGo eMarketing 9
- 10. Module – SMM Execution Plan
• Executing the ‘engagement’ (Outreach)
• How will you ‘Connect’?
• How will you get into the ‘Conversation”?
• How will you identify the ‘intent’ behind a
conversation?
• How will you get conversations to your experiences /
web properties?
• How will you drive traffic to experiences / web
properties
• How do you use traffic through media buying to web
properties?
• How do you integrate different properties /
platforms?
© GutsGo eMarketing 10
- 11. Module – SMM Execution Plan
• Measure, Analyze and Optimize Plan
• Quantification of SMM Goals – Audience |
Influence | Engagement | Actions | Loyalty?
• Defining Key Performance Indicators (KPI) to
achieve each of our SMM goal
• Success scenarios for these KPIs for a goal?
• Measure and analyze these KPIs
• Optimize KPIs for achieving the SMM Goals?
© GutsGo eMarketing 11
- 12. Module – SMM Execution Plan
• SMM Campaign Review Plan
• Report formats / dash boards that you will use to
measure and optimize Campaign
• Taking inputs from client regularly
• Review the campaign execution and performance
with the clients
• Connection of KPIs and the Goals are connected in
review of the campaign
© GutsGo eMarketing 12
- 18. Optimization
Tactic TAO for
RFI Strategy
Specific Plan each Tactic
© GutsGo eMarketing 18
- 19. Optimization
Online Campaigns
Integrated eMarketing Strategy
Website Email Web
SE0 PPC SMM Banner
Strategy Mobile Analytics
Measure, Analyze, Optimize
© GutsGo eMarketing 19
- 20. Developing an eMarketing Plan
Online Campaigns
Integrated eMarketing Strategy
Website Email Web
SE0 PPC SMM Banner
Strategy Mobile Analytics
Measure, Analyze, Optimize
© GutsGo eMarketing 20
- 21. Let’s Get our CC++ to our Wholly Grail
© GutsGo eMarketing 21
- 22. Q&A
Let’s Be At It!
Let’s Learn & Do It Better!
© GutsGo eMarketing 22