Aji Issac Mathew describe in Digital Success Summit V2.0 - A practical worksheet to create your own digital success story.

1. Banao Apni Apni
digital success stories
Aji Issac Mathew
CEO, Co-founder Indus Net TechShu &
DigitalMarketingUniversity.com
aji@Techshu.org
+91 9830271197
Workshop for #DigitalSuccessSummit #DSSTips

2. Digital Success?For different people it means different.

3. The animal called digital?
Img source: patheos
(1) Disruption
(2) New Media
(3) Social Media
(4) Waste of time
(5) Very powerful
(6) Niche marketing
(7) 2 way communication
Whatever it is,
“bloody hell it is still an
elephant”, Big enough
elephant.

4. Digital is big, do we still have doubts?

5. In India Digital is big, do we still have doubts?

6. In India Digital is big, do we still have doubts?

7. Google market size

8. Facebook market size

9. Digital Marketing, Technology, Customer
Service, HR etc can’t be seen as a
different industry or a department, now it
is an integral part of every business.
In fact integral part of survival, kind of
oxygen.

10. Digital is a BIG
blessing for
SMEs
god’s silent gift

11. The animal called digital? What changed?
1. Search, Discovery & Recommendation:
• 24x7
• On demand
• Comparison for pricing and feature (operation is critical)
• After sales service (Operation is critical)
2. Global SMEs as competitors
• SMEs
• Smaller companies , for any sector, is becoming competitors
3. Virality & Speed of adoption:
• Pokemon Go, 50 million users in x days? (Guess)
4. Two way interaction
• Are we using 2 way interaction
5. Three way interaction (users to users)
• Do you have an idea here?
6. Disintermediation platform
Takeaway:
a) Your customers are different, more empowered. Spend some time in understanding new customer
behaviour.
b) Also understand how digital is different from other traditional channels. Nature of it.

12. Mera Digital Success Time Kab Ayega?

13. Building your own
digital success story

14. Last 10 years of agency, teaching, consulting & mentoring life, we believed in
“Digital Marketing as a
Profit Center”

15. Things you can do for Maza (fun)?
- Netflix, hotstar etc
- Cricket Final
- Republic TV debate
Not digital marketing, atleast not
initially :)

16. Digital Marketing the
right way is often
boring but fruitful
It’s ok if maza is not
coming, you will
reach there the right
way
Layer of Maza

17. define:marketing

18. “Meeting needs profitably”

19. Marketing
fundamental
is even more
important in
digital era

21. Basics – 4Ps
Product Pricing Place Promotion
Different disruptions are happening here.
A digital product
attached to your
physical product.
“Car, clothes, TV,
Chimney etc all as
subscription even
House, Kitchen”
Freemium
Global Shipping
Digital
Marketing
/ Success

22. Product Innovation
(1) Apollo Diabetic app to support
with details, Bluetooth checks
and updates it (Supporting layer)
(2) Core Layer – Lets see an
example
The customers are changing, so
their problems are changing, so
rethink your offerings. This is a big
part of marketing, which is ignored.
Promotion can almost be dead in
the future, product and pricing can
be the game.

23. Product Innovation
Improving experience
Think, you can do a lot of innovation around your product, customer experience.

25. Product Innovation
Understanding changing customer
Think, you can do a lot of innovation around your product, customer experience.

26. Pricing innovation
(1) Zoom car
(2) SRide

28. Place innovation
Remember
disintermediation
Platform
Our experiences in
the UK

29. Basics – 4Ps
Product Pricing Place Promotion
Different disruptions are happening here.
A digital product
attached to your
physical product.
“Car, clothes, TV,
Chimney etc all as
subscription even
House, Kitchen”
Freemium
Global Shipping
Digital
Marketing
/ Success

30. (1) How do people buy in your industry?
Brand recall based
buying
Discovery based
buying
Impulsive buying
+ Buy together behaviour?

31. (1) How do people buy in your industry?
Brand recall based
buying
Discovery based
buying
Impulsive buying
+ Buy together behaviour?
FMCG
Sim card
Mobile model
Chimney
Cars
Fashion
Health Check-ups
CheapestMost expensive
Can you think of a impulsive product out of your own offerings?

32. (2) Let us understand the TG?
B2B (bulk) B2C (single customer) Influencer Reseller
Different phases of business can have different focus
Example: Many IT companies never had direct
customers, they worked for an international agency.

33. (3) Let us understand the digital markets?
Search Profile Contextual Marketplaces
BANT for different markets (Just an example)
Search Profile Contextual Marketplaces
Budget *** *** * *****
Authority ***** *** * *****
Need ***** ** *** *****
Timeframe ***** ** ** *****

34. (4) What is your focus?
Short term Mid term Long term
This is important to decide the flow.
Short term SEO
Niche branding
etc
Utility products
Mass branding
etc

35. (5) Let’s look at the route?
Paid (Push) Organic (Pull)
Earned (innovative /
virality)
This is important to decide the flow
Takeaway: Even your ad should add value. Pizzahut

36. Even your ad should ad value
See many such campaigns at DMU’s campaign course. Talk to me, will give you guys a free
access.

37. Now you know
(1) Which TG?
(2) How they buy?
(3) Which Digital Market?
(4) Timeline for goals
(5) Route?

38. How each TG buy in your industry?
Brand recall based
buying
Discovery based
buying
Impulsive buying
+ Buy together behaviour?
B2B (bulk) B2C (single customer) Influencer Reseller

39. Let’s look at customer journey (Brand Recall)
Frequency / Engagement / Emotions – For recall
Brand Positioning – for the right recall
Are you ready to be considered? Trust? Features?
Easy to purchase? Local company , global content??? Why??
Rethink brand investment as a SME or even as a establish brand.
Awareness
Brand Recall (Remember)
Brand Positioning
Brand Refresh (stay remembered)

40. Let’s look at customer journey (Discovery)
How discoverable are you?
Are you enabling research on your website? Website for presence vs website for research?
Comparison sites? Compare feature ease.

41. Let’s look at customer journey (Impulse)
Why should I be interested in your ad? Emotion?
Pain/Gain points?
Are your landing pages good enough for interest
creation and consideration?
How can I consider my product? Who is playing this role.
Special ads for special TG

42. Optimize the funnel
before Reach, Reach,
Reach

43. Digital is not magical, its logical, as CXOs get
involved.
#1: Why you? #2: Phir se
#3: Cross Check#4: Let’s go promote

44. Focus a lot on messaging
Function vs Emotional
Big trend internationally (and rightly so) is
“Social Impact”, fair trade esp.
Takeaway: Fashion, Apparel is both function and
emotional, more emotional that functional,
balance it right.

45. Today, structure is your best bet for
wise decisions #WisdomOverKnowledge

46. It is ok not to know
digital, it is not ok,
not to learn it

47. Execution.
Over 4 Teams /Agencies.
Dashboard.
Review.

48. Quarterly Strategy, Monthly review, weekly updates.
Always start your dashboard review from business goals.
Business Goals (Forget attribution, no need to proof Digital)
--- Digital Goals (Attribution and getting numbers)
------ Managerial level (Vanity metrics, you should not see it)

49. Learn about tools: How people buy

50. Example: Mobile Devices?

51. Age & Gender

52. Social Media – What is working

53. Individual websites

54. & Social Media & Surgical Strikes both starts with S,
there is a perception that it brings success 
That’s may not be true 

55. Social Media is not one, many variants,
what are you using?
Social Media as Hygiene
(must)
Social Media Updates for
repeat sales (great)
Social Media for
encashing trends (not
easy)
Social Media updates for
Reach/Awareness (low)
Social Media for refresh
Social Media for Brand
Positioning
Social Media for Virality?
(Do you really need it)
Social Media ads for
reach (very powerful)
& much more

56. Bonus
Consolidate, Not create content

57. There is always lot to learn from my 14
years of vanvash, lets stay in touch 

58. #MaJaisiDigitalAgency
Thanks
aji@techshu.org
98302 71197
LinkedIn: /AjiNIMCCaring bhi, Bold bhi
Our next batch of DMU
will start Aug End
CXOs, Business Leaders,
Professionals, Freshers