A ready to use template with a sample case study. This can be used as a starting point for an external pitch or an internal audit of digital marketing tactics

1. An external audit template with a case study

2. Traffic
Benchmarking
•Manual Check
•Tools
•Eg: Similarweb
Technology Review
•Technical Diagnosis
•Tools
•Eg: Builtwith, Google
Competitive
Analysis
•Manual Visits
•Tools
•Eg: Spyfu
Channel Audits
•Individual
Channels
•Tools
•Eg:
Screamingfrog
Recommendations
•Pointers
•Suggestions
VS

3. Geojit Financial Services
 Digital Presence – A Review
VS

4. Taking Digital Geojit Forward
Digital Audit 1
Competitive Landscape 2
3
VS

5. Auditing Owned Media and Benchmarking
VS

6. Setting the Context – Website Traffic Analysis*
Direct
39%
Email
10%
SEO
33%
Referrals
16%
Global Rank #234160
Country Rank #11213
Category Rank #989
source: similarweb
VS

7. Avg. Visit Duration
00:05:55
Pages / Visit 4.90
Bounce Rate 43%
Avg. Visits Per Day
5000
74% 26%
source: similarweb
Setting the Context – Website Traffic Analysis*
VS

8. • Missing in strategic locations
• No prompt to take an action
• Wrong usage of widgets
Call to Action
• Consistency in Messaging
• Some information dates back to
2014 (What’s New in Home Page)
• geojit.com vis-à-vis geojit.net
Content Update
• Slider in Home Page
• Comparison of Schemes
• Broken Links (Insurance)
User
Experience
VS

9. Setting the Context – Social Media Presence*
87%
5%
4%
4%
Facebook
Twitter
WhatsApp
YouTube
28 Followers
1406
Subscribers
7162 Followers
2,02,211 Likes
source: similarweb

10. • Same message across medium
• Sharing across medium
Consistency
• Effective usage of interstials
• Relevance v/s Frequency
• Removal of Obsolete Info (Eg –
Social FLIP)
• Re-Wording of out-dated Info
Content Update
• Effective Call to Actions
• Quick and Relevant Response
Engagement
VS

11. How Competitors are Doing?
VS

12. Website Analysis – Traffic Comparison*
Direct Display Email
Paid
Search
Referral
s
SEO Social
Geojit 39.0% 0.0% 10.0% 0.0% 16.0% 33.0% 2.0%
Angel Broking 46.0% 1.0% 4.0% 4.0% 27.0% 16.0% 2.0%
Sharekhan 37.0% 1.0% 7.0% 2.0% 26.0% 24.0% 3.0%
ICICI Direct 60.0% 0.5% 2.0% 1.5% 20.0% 15.0% 1.0%
Zerodha 54.0% 0.5% 3.0% 1.0% 26.0% 13.0% 2.5%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%traffic
source: similarweb VS

13.  Desktop V/S Mobile
 All players have roughly 75 % - 25 % split
 Major Sources of Traffic
 Direct traffic contribute the main source for all players
 Email drive a significant traffic for Geojit compared to other players
 Angel Broking use effectively Paid Media among these player (~7%)
 ShareKhan effectively use social to drive traffic
 Angel Broking, Sharekhan and Zerodha utilizes moneycontrol as a
significant referrer
Website Analysis – Traffic Comparison*
source: similarweb
VS

14. Brand Avg. Monthly
Visits
Avg. Visit
Duration
Avg. # of Pages
Per Visit
Bounce
Rate
Mobile
Friendly?
Geojit 0.2M 3:47 3.35 59.65%
Angel Broking 1.1M 9:21 5.49 37.74%
Sharekhan 2.6M 13:11 11.46 27.22%
ICICI Direct 5.3M 10.57 8.66 16.35%
Zerodha 4.9M 16.09 14.99 20.98%
 Prospective V/S Customer traffic
 Geojit seems to enjoy the highest non-customer traffic
 This could be because the trading platform is on another domain
 ICICI Direct and Sharekhan enjoy close to 40% non-trade-login traffic
 Zerodha and Angel Broking has the lowest in the range of 25%
Website Analysis – Traffic Comparison*
source: similarweb
VS

15. Brand Subscribers Videos Views
Geojit 1406 85 548,920
Angel Broking 7233 3866 2,206,531
Sharekhan 6601 3460 900521
ICICI Direct 11,123 291 8,760,878
Zerodha 18,279 48 1,415,409
 Primary Theme
 Geojit on Products
 Zerodha, ICICI Direct on Education
 Angel Broking, ShareKhan on Expertise
 Most Viewed Videos
 Geojit (Product Demo)
 Zerodha, Angel Broking (Commerical)
 ICICI Direct, Sharekhan (Educational)
source: mwpdigital, LinkAlyzer
VS

16.  Primary Themes
 Geojit, ICICI Direct
 Stock Picks and Reviews
 Products
 Angel Broking
 Expertise
 Sharekhan, Zerodha
 Occasionally Active
 Education and Products
 Engagement
 All players have a game format (Angel Broking pioneers it)
 As a Support Channel
 Angel Broking
Brand Likes Talking About Engagement
Geojit 202,211 551 0.27%
Angel Broking 223,492 6728 3.01%
Sharekhan 79536 5658 7.11%
ICICI Direct 153,800 611 0.40%
Zerodha 55757 306 0.55%
source: mwpdigital, LinkAlyzer
VS

17. Brand Tweets Followers Following
Geojit 12.9K 7162 46
Angel Broking 24.9K 32.5K 25
Sharekhan 33.6K 23.3K 190
ICICI Direct 2581 7557 49
Zerodha 5838 7572 3
 Primary Themes
 Geojit
 Market News and Anything Interesting (Eg: Mashable)
 Products
 Tips
 Sharekhan, Angel Broking
 Market Views and Tips
 Zerodha
 Education
 ICICI Direct
 Products
 Education
 As a Support Channel
 Sharekhan
source: twitonomy
VS

18. source: twitonomy
SL # Broker Name 2016 2015 2014 2016 Over 2015 2016 Over 2014 2015 Over 2014
1ICICI SECURITIES LTD 591504 560438 594714 5.54% -0.54% -5.76%
2HDFC SECURITIES LTD 468844 408059 347555 14.90% 34.90% 17.41%
3SHAREKHAN LTD 350509 335843 342592 4.37% 2.31% -1.97%
4KOTAK SECURITIES LTD 257563 246945 268459 4.30% -4.06% -8.01%
5AXIS SECURITIES LTD 236534 184325 120292 28.32% 96.63% 53.23%
6INDIA INFOLINE LTD 222348 262930 286032 -15.43% -22.26% -8.08%
7ANGEL BROKING PVT LTD 208545 170808 160354 22.09% 30.05% 6.52%
8MOTILAL OSWAL SECURITIES LTD 192095 165844 152608 15.83% 25.87% 8.67%
9KARVY STOCK BROKING LTD 174690 166923 172489 4.65% 1.28% -3.23%
10GEOJIT BNP PARIBAS FINANCIAL SERVICES LTD 162414 177397 158271 -8.45% 2.62% 12.08%
11SBICAP SECURITIES LTD 153603 125828 113810 22.07% 34.96% 10.56%
12ZERODHA 128736 61970 #N/A 107.74% #N/A #N/A
13RELIGARE SECURITIES LTD 118389 120282 129609 -1.57% -8.66% -7.20%
14RELIANCE SECURITIES LTD 86794 97390 114086 -10.88% -23.92% -14.63%
15NIRMAL BANG SECURITIES PVT LTD 70302 61362 59283 14.57% 18.59% 3.51%

19. Creating Geojit Digital ‘Next’
VS

20. CRAW
L
• Messaging
• Baselines
• Technology
Stack
WALK
• Engagement
• Benchmarks
• Process
RUN
• Advocacy
• Referrals
• Analytic
Driven
VS

21. CRAWL – Setting the right foundation
Messaging
•Improving consistency across channels
•Aligning with Corporate Messaging / Vision
Baselines
•Deep Dive Audits of owned, earned and
paid properties
•Traffic baselines / metrics
•Engagement baselines
Technology
Stack
•Aligning the stack used
•Optimize – Prune – Add as required
Low Hanging
Fruits
•Adding Call to Actions
•Fixing technical issues in website
•Removing obsolete information VS

22. WALK – Engage and Build Audience
Goals
•Aligning Goals
•Selecting mix and KPIs
•Service line specific requirements
Content
Marketing
•Focus on Geojit’s Expertise
•Automation
•Editorials and Update Processes
Personas
•Build/Develop Personas of Prospects
•Collateral based on personas, funnel
Lead
Generation
•Optimize the lead generation engine
•Tactical inclusion of paid channels VS

23. • He is not content with
the savings fixed
income instruments
give
• Tactic -- Open content
on why it may not be
advisable to invest in
fixed income
instruments always
• He looks for other
options; but gets
easily confused
• Tactic -- Open
content on
comparing various
investment
instruments
• He acts based on
speculations,
unreliable tips
• Tactic -- Webinar on
stock investments,
fundamental analysis
or stock picking for
long term
• He burns his hands and
become sceptical on
stock market returns
• Tactic -- Open content
on why one should not
relay on unauthentic
sources for stock
picking; and why Geojit
is the right choice]
• He decides to create
a trading account
with Geojit
• Tactic -- Demos on
how to use the Geojit
platform ; and
research reports
• He becomes an
advocate of Geojit
• Tactic -- Incentivize /
Call to Action to
advocate Geojit
services
1 2 3 4 5 6
Persona – Message – Tactic Mapping
A young professional who
manages to save from salary
looking for accumulating wealth
VS

24. Robust Lead Generation System
Dashboards Accountability of Revenue Forecasting Capabilities
Crafting Lead Generation Programs
Demand Generation Mix Lead Qualification Criteria Nurturing Tactics
Optimize Lead Generation
Lead Scoring Landing Pages Funnel Definition Content Creation
CRM + Marketing Automation
Actionable Metrics Processes Defined Marketing / Sales Handshake
Lead Management System – A Blueprint
VS

25. Lead Acquisition – A Sample Model*
Paid Campaigns
CRM System
Paid
Search
Organic Assets
Lead Scoring Lead Assignment
Email PhoneDisplay Partners
Social
Media
Organic
Search
Event Direct
Landing Page
Expert Views
Stock Tips
Stock Analysis
Product Enquiry
Visitor
Activity
Page Views
Downloads
Explicit Profile Score
(Age, Income, Risk Profile)
Implicit Activity Score
(Nature of Collateral
accessed)
Lead Score Increases in Points Until Qualified (Sales-Ready)
Lead Nurturing
Multi Step Email Drip
Campaign
1. Educative material
2. Market views and Tips
3. Product collateral
4. Demo video
5. Sales rep call brief
Prospect Score = 75+
Measure Campaign ROI
Lead
Qualified
Source:AdoptedbasedonANAframework
VS

26. RUN – Building Advocacy
Brand
Advocates
•Editorials / Manpower buy-in
•Website Updates
Referral
Programs
•Focus on Geojit’s Expertise
•Automation
Analytics
Driven
•Decisions based on data
•Robust Lead Generation Engine
•Experimentation on website
Financial
Literacy
•Build an authentic knowledgebase
•Open Newsletters
•Partial Open Stock Picks VS

27. THANK
YOU
www.bulite.org
@vijaypsankar
vijaypsankar@gmail.com
vijaypsankar
VS