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IIMC Talk on Digital Marketing Mix by Aji Issac (CEO, TechShu.com)
My Topic:Understanding Digital AnimalsFor the Golden Rush,[object Object],Oops! let me give my Introduction before that.,[object Object]
About me,[object Object],Born on 26 September 1932.,[object Object],After the Partition of India, my family migrated to Amritsar, India.,[object Object],Studied Economics and got my bachelor's and master's degrees in 1952 and 1954,[object Object],Then University of Oxford.,[object Object],The title of my doctoral thesis was "India’s expert performance”,[object Object],appointed the Governor of the Reserve Bank of India,[object Object],And ….,[object Object]
Confused?,[object Object]
Don’t be! I am not Him ,[object Object],Like your venture, I am unique, I have a story of my own.,[object Object],I took the challenge: Christian Youth Camp,[object Object],My biggest success: I failed in St XaviersMathsHons,[object Object],I loved computers,[object Object],I kinda Hated Eco Times,[object Object],I got interested in Business. Then End Result & Customers, it was the real WOW! Their smile was motivating!,[object Object]
My first venture (2002) with 3 of my friends.,[object Object]
2003 – 3rd Year of MCA++ (Job for a color mobile),[object Object],I joined Grmtech as the first employee to Buy Sony Ericsson T610.,[object Object],I loved working,[object Object],So worked till 2008,[object Object],We kept Changing my profile from Programmer, Architect, Marketing, Community .. Settled for Grmtech Leader .,[object Object]
I left after buying Nokia N95,[object Object],2007 end I bought Nokia N95 and early 2008 left Grmtech,[object Object],Service Industry from Product Industry.,[object Object]
Service Industry was different,[object Object],Was tough with proper Application, processes.,[object Object],Amazing Learning experience.,[object Object],Our department got closed.,[object Object],We LOST our jobs!,[object Object]
The EXTRA Push – Formed TechShu,[object Object],PrabhanjanPanigrahi(Co-founded),[object Object],Rajesh Rana,[object Object],Wifey joined,[object Object],TechShu just happened,[object Object],TechShu = Tech + SHU,[object Object],Shu = reciprocity, one word that defines life, “Do to others as you want it to be done to you”,[object Object]
Today I am here as,[object Object],Digital Marketing Evangelist,[object Object]
Topic: Making Right Digital Marketing Strategy,[object Object],It depends on,[object Object],Phase of your business.,[object Object],Strength of your business.,[object Object],Current focus of your business.,[object Object],And many other parameters.,[object Object],Let me cover it one by one after introducing the Animals.,[object Object]
Animal #1: SElephantO,[object Object],Search Engine O (O for Organic):,[object Object],Heavy weight stuff,[object Object]
Factors:,[object Object],Keyword Research,[object Object],Content (King),[object Object],Information,[object Object],Put everything under the website.,[object Object],Links (Each link is like Votes),[object Object],Popular,[object Object],Trust,[object Object],Topic,[object Object],Signals than Data – Don’t earn a crore in a month, start slow.,[object Object]
3 Takeaways,[object Object],Get links from all possible ways,[object Object],Day #1:,[object Object], All PR with links,[object Object],Motivate people to add content on Site,[object Object],Employee,[object Object],Clients,[object Object],Visitors,[object Object],Learn Keyword Research,[object Object],Buying Keywords Vs Research Keywords,[object Object],Google adwords Keyword Suggestion Tool,[object Object]
Mix-o-Phase,[object Object]
Animal #2: Deer (Affiliate Marketing),[object Object]
Factors:,[object Object],Affiliates (Website),[object Object],Affiliates (Third Party),[object Object],Use Search Engine for Partners,[object Object],Use Social Media for Partners,[object Object],Make partners everywhere!,[object Object]
3 Takeaways,[object Object],Affiliate Marketing should be sustained till the Establishment stage.,[object Object],Affiliates can also bring links, SEO value ,[object Object],Every visitor can be converted to Marketing person. Hard efforts will bring in results.,[object Object]
Mix-o-Phase,[object Object]
Animal #3: HORSE(Paid Ads),[object Object],Fast,[object Object],CPM, PPC, CPA, CPL, CPS,[object Object]
Factors:,[object Object],Keyword Research,[object Object],Landing Pages,[object Object],Interrupt vs Search ,[object Object],Explore beyond Search Engine Ads,[object Object],Facebook ads (Targeting segment), Interrupt ads,[object Object],Contextual ads,[object Object]
3 Takeaways,[object Object],Don’t always go for Search Ads, Understand the decision Tree & mind process.,[object Object],Go slow, focus on long tail buying keywords, high search volume or low search volume doesn’t matter here.,[object Object],Explore beyond Google adwords(130 characters),[object Object]
Mix-o-Phase,[object Object]
Animal #4: Cow(Social Media),[object Object],Everyone wants to Milk it,[object Object],Like Teen Sex,[object Object]
Factors:,[object Object],Social media is like putting light on you, it can’t make you attractive, be attractive.,[object Object],Be Human – Listen, Talk, Engage (Don’t promote),[object Object],It is P2P (People to People), Don’t be afraid to come forward as the person.,[object Object],No policies yet, so BEWARE!,[object Object]
3 Takeaways,[object Object],Do have your presence,[object Object],(Purpose) Satisfy OR Refer,[object Object],(third eye) Bookmark it for later use, I liked you but not today, will buy later.,[object Object],Understand yourself, if you and your business is not attractive, use sparingly.,[object Object],ROI is huge, very huge. Still not 100% measureable as the returns are long term.,[object Object]
Mix-o-Phase,[object Object]
Animal #5: Dog(Brand Reputation Management),[object Object],This is hot these days as people are talking about you every where.,[object Object],Takeaway: Google alerts, RSS feeds,[object Object]
Advantage of Digital Marketing,[object Object],It is a number game, Easy to track and measure.,[object Object],That’s the future, from TVs, Mobile, Workspace everything is getting integrated.,[object Object],It is gold rush,[object Object],Easy to do,[object Object],Easy to learn, a lot of information available,[object Object]
3 Bonus,[object Object],Do learn it yourself during your startup phase.,[object Object],Understand Analytics,[object Object],Think beyond content, web is very technical, to use the power of web you need to understand technology too.,[object Object]
Digital Marketing Strategy,[object Object],SEO, PPC, Affiliate, Social Media, Reputation Management, Web Product,[object Object]
Steps for Strategy Making,[object Object],Put the Goals for 3 months,[object Object],Pick the channel for it, decide the budget for it.,[object Object],Go inside each channel and see what can be done to achieve the target.,[object Object],Measure it & Revaluate it monthly.,[object Object]
Key points,[object Object],Keywords,[object Object],Channels,[object Object],Budget (Organic, Paid),[object Object],Metrics (Efforts & Results),[object Object]
Too Short time for in-depth,[object Object]
Thanks – My Green Visiting Card,[object Object],   @AjiNIMC,[object Object],    Facebook.com/Aji.Issac,[object Object],     linkedin.com/AjiNIMC,[object Object],[object Object]

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