1. Anilesh Seth
Ideator, Co Founder & CEO, KROW
www.krow.in
Strategic Advisor to the Qatalys Group of Companies
Mentor at the KYRON incubator
Visiting Faculty at CMR IT Exec MBA program
Ex-CEO/MD: LGSI, Qatalys & Supervalu India
www.slideshare.net/anilesh
http://In.linkedin.com/in/anileshseth
anileshseth@hotmail.com

2. Session objectives
1. To understand the possibilities offered by a
wide range of digital marketing channels
2. To appreciate contemporary marketing as a
tight and therefore very powerful integration
of digital marketing and traditional marketing
3. To apply these concepts to a caselet to
enable application oriented reinforcement of
the concepts learned

3. The role of competition
• It would be foolhardy to attempt to create a marketing plan without
having a good understanding of your competition
• A product position map is a good tool to use to understand your
position vis-à-vis competition
• Articulating your value proposition enables you to create
appropriate marketing campaigns targeted at the right segments
• When creating your marketing campaign by leveraging online
channels, it’s a good idea to understand what competition is doing
and what kind of response they are soliciting
• To begin with make a list of who your competition is and then
create a chart that maps what your competition does and offers vis-
a-vis what you are doing/offering or propose to do/offer

4. Mapping your competition….offerings
Competitior
Companydetails
Sourcingcompanyinformationshared?
Jobseekercontactdetailsshared?
Immediatematchmakingability?
LevelofGranularity
Managementofoutsourcedpayroll?
Valueaddesservices:
Payasyouuseoptionforbusinesses?
Hugereductionintimeforfindingrightskills?
Significantsavings?
Immediatereferenceabilityofresources?
Ratingsprovidedforenterprises?
Qualityguarantee?
Global?
Widerangeofskills?
Chargingtheprovideraswell?
Positioning
Pricing
Volumes/Size
Funding
Anythingelseofinterest?
Arethereadsontheirpages?
Baba
2006,
Blore
Y Y N FAIR NO SMS Y N ?
NO
IMP
N Y N FAIR N BOP LOW
16
EMPL
?
Langua
ges
Google
Ads
Vwork
2001,
Florid
N N GOOD GOOD ESCR.
PM
TOOLS
NA NO Y Y N ESCR Y
BPO,
TECH
N
TECH,
OFFSH
9-15%
15000
0
SEEKS
? TOOLS NO
OD
2003,
CA
N N GOOD BASIC ESCR.
PM
TOOLS
NA Y Y Y N ESCR Y
BPO,
TECH
N
TECH,
OFFSH
SIMIL
1 MILL
SEEK
3 RNDS
INTRO
VIDEO
NO
Example of www.krow.in
Conclusions:
1. No India player except at BOP
2. Escrow doesn’t seem to scale and is restrictive to Tech and mostly to moonlighters/unemployed
3. Opportunity to do “just-for-time” matchmaking across sectors and go global
4. Opportunity to target segments like homemakers, and retired folks in addition

5. Mapping your competition….online
presenceExample of www.krow.in
Conclusions:
1. Opportunity to use FB for segment wise engagement and for creative reinforcement
2. Opportunity to use linked in for segment wise marketing and for pushing jobs
3. Opportunity to use twitter to push jobs
4. Opportunity to use blogs for segmental interest generation
5. Opportunity to leverage polls for segmental/sectoral research and engagement
Competitor
FBpresence
FBlikes
FBfocus
Twitterpresence
TwitterFollowers
TwitterFocus
Linkedinpresence
Linkedinfocus
Linkedinfollowers
Youtubechannel
Youtubefocus
Youtubefollowers
Blog?
Blogfollowers
Blogfocus
Yourstorycoverage
Otheronlinecoverage
Printmediacoverage
Listedjobs
Listedemployers
Registeredseekers
Onlinepolls
Partnerads
Searchpositioning
A
B
C

6. Digital marketing
• The market place is about brands/products/services and consumers
speaking directly to each other
• With the advent of social media, control has moved into the hands
of consumers
• Social media provides a “hangout” for people where they can
interact freely and in many cases, anonymously
• Consumers use FB, Twitter, Linked in, Blogs et al..they even direct
movies (Youtube)
• The online universe is all about picking up online conversations and
leveraging them somehow
• Digital marketing leverages this and encompasses additional
channels and techniques to craft messages, attract potential
consumers, understand their behaviour and build relationships

7. Some elements of digital marketing
Element Purpose Aspects More…
Company blogs Great way for
businesses to
communicate with
their target
audience and
show their
expertise
- Engaging
- Educational
- Comments
- Social sharing
- Amazing titles
http://www.impactbnd.
com/21-examples-of-
business-blogs-that-
rock/
Individual
bloggers
These tend to be
opinion makers
with large
followings.
Companies can
leverage this by
getting the
bloggers to
generate interest
in their offering
- Bloggers tend to
be opinion
leaders in their
area of expertise
- Examples of areas
are:
Environment,
technology, food,
education, training,
books, kids etc
Digital inspiration:
http://www.labnol.org/
The India uncut blog:
http://www.indiauncut.
com/
Fashion/style:
http://www.stylebubble
.co.uk/

8. Some elements of digital marketing
Element Purpose Aspects More…
Microblogging
(Twitter)
-Method to
provide quick
updates or
provocative
content that can
elicit a response
and solicit
opinions
-Can be used by
companies to
promote products
on an individual
level
-Promotes a
product in real
time
- Short messages
called tweets
limited to 140
characters
- Great to generate
conversations
amongst groups
with common
connections/inter
ests
- Can be used by
individual opinion
makers and
companies
http://www.ranker.com
/list/fortune-100-
companies-on-twitter-
corporate-twitter-
accounts/business-and-
company-info

9. Some elements of digital marketing
Element Purpose Aspects More…
Linkedin Professional
networking site.
Great for
recruitment,
generating sales
leads, business
partners
- Enables filtered
searching
- To get access to non
direct contacts you
need to pay
http://www.silverbe
an.com/blog/three-
great-examples-of-
companies-using-
linkedin-for-
business/
Facebook Social networking
site. Great place to
build a community
and advertise your
product/service
- Enables conversations
between connected
people
- Ability to solicit
opinions through
polls
- Ability to build fan
base through “fan
gating”, contests etc
http://www.socialm
ediaexaminer.com/9
-facebook-
marketing-success-
stories-you-should-
model/

10. Some elements of digital marketing
Element Purpose Aspects More…
Direct eMailers Targeted
messaging
- Need to ensure a
good database
- Need to take care of
your spam reputation
- Best used in a
“campaign mode”
- Requires an emailing
software and
accompanying
analytics tools
http://www.abldata
.com/
www.idolofindia.co.
in/
http://www.ebusine
ssindya.com/
http://valueprospec
ts.in/
SEO The art of
increasing your
website’ visibility
in search engines
- Onsite optimization
- Building reputation
- Companies specialize
in doing this
http://www.higherv
isibility.com/

11. Some elements of digital marketing
Element Purpose Aspects More…
Internet
Advertising
Direct traffic to
websites
- Keyword phrases
bidding for search
engines
- PPC (affiliate)
- Social network
- Mobile
- You scratch my back
and I’ll scratch yours
https://www.bound
less.com/marketing
/social-media-
marketing/introduct
ion-to-social-media-
digital-
marketing/types-of-
internet-
advertising/
Online PR
links/firms
Drives online
visibility to
thousands of
media sites and
blogs
- Many online PR links
are available
- Some sites are very
focused on covering
specific areas such as
www.yourstory.in
which focuses on
start ups
http://www.prnews
wire.co.in/knowledg
e-center/online-
public-relations/
www.pressreleasep
oint.com

12. Other aspects of online marketing….
• Polls
• Loyalty rewards/offers/coupons
• Testimonials
• Caselets
• Consumer forums
• Games
• Contests
• Youtube videos
• Music
• Referrals……
• Something that needs to go
viral……..

13. Integrating the online world with the
traditional one
The online universe
• Social media
• Websites
• Forums
• Polls
• Online PR
• SEO
• Digital emailers
• Online advertising
etc
The traditional world
• Billboards
• TV ads
• Radio spots
• Mobile billboards
• Bus shelters advertising
• Leaflets
• Print ads
• Infomercials
• etc
Seamless
Powerful

14. Some examples……
• Chennai express…….100 crores in 3 days. Fastest!
– Official trailer leveraged Youtube and crossed 4 million
2 days after launch
– Timing: long Eid weekend/first week of the month
– Mobile game: takeoff on subway surfers
– Combo offer on rakshabhandan: buy 2 get 1 free
– IIFA awards host was Shah Rukh Khan
– Simultaneous release in 3500 screens in India and 700
screens abroad
– Exhibits at major locales like the airport!
Overall: great combination of online and regular marketing

15. Some examples……
• 7 up (http://7up.in)
– Great reinforcement of TV ads on the site
– Enter a dance contest
– Facebook cricket game with brand recollects (like
the Drinks trolley!) – build your own team by
inviting your friends
– Engaging facebook content – small contests (quick
and engaging )
Overall: great combination of online and regular marketing

16. Caselet
• Snazzy Automobiles was set up in 2013 in Bangalore
• They felt that there was a market for low priced yet snazzy cars targeted at
the 18 to 30 year olds that would include college goers, first time jobbers
and newly weds
• They had learned from the “Nano” case and felt their offering needed to
have a more powerful engine (800 cc), snazzy looks, colour and sticker
options to look trendy, offer some bootspace, provide a dashboard
mounted tablet and offer a two-seater variant
• Several “made-to-order” options were going to be a major usp for them;
you could get a transparent fibreglass hood, coloured hubs, different sizes
for your front and rear wheels, an aeroplane wing type door opening, a
sunroof etc all as optionals. They have not yet decided on a name for the
car
• To launch their car, aside from the usual press and ads and tv coverage
they want to create a fierce brand loyalty and a cult-type following by
engaging with their target segments online
What are effective ways to achieve this?

17. Thank you!
Source: http://exsite.ie/2012/05/05/facebook-help-dublin/