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Digital Avatar of
Business
CII - Tuticorin
31 January 2018
3 Point Agenda
3 Point Agenda
1) Do not follow industry standards
3 Point Agenda
1) Do not follow industry standards
2) Address the Number One challenge
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
3 Point Agenda
1) Do not follow industry standards
2) Address the Number One challenge
3) Get ready for the excitement
Session: I
Do not follow industry standards
Digital Avatar of Business
You and your
competitor are not
twins!
Digital Avatar of Business
Digital Avatar of Business
Why Google
and Yahoo!
look different
Digital Avatar of Business
Digital Avatar of Business
Differentiators
1. Operations
2. Business model
3. Revenue streams
Digital Avatar of Business
Year Number of
websites
Search
Engine
Launched
1991 1
1992 10
1993 130
1994 2,738 Yahoo!
Source: NetCraft and Internet Live Stats
Digital Avatar of Business
Year Number of
websites
Search
Engine
Launched
1991 1
1992 10
1993 130
1994 2,738 Yahoo!
1998 24,10, 067 Google
Source: NetCraft and Internet Live Stats
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Differentiators
● Design
● Content
● Platforms
● Media
Profit / X
Economic denominator
Profit / X
Economic denominator
Engagemen
t / XSocial denominator
Engagemen
t / XSocial denominator
Digital Avatar of Business
Digital Avatar of Business
Top digital marketing goals
● Increasing sales revenue
● Generating more leads
● Increasing website traffic
● Improving lead quality
● Automating more processes
Top Key Performance Indicators
● Volume: page views,
visitors, unique visitors
● Quality: Bounce rate, visit
duration, pages per visit
● Value: Financial value of
page visits, leads,
conversions / Dollar Index
● Cost: Cost to acquire a
traffic, page views, lead or
sale
KYC
The starting point is always the customer
Digital Avatar of Business
Customer Usability
Searchability
Accessibility
1) Usability
Digital Avatar of Business
Basic Usability
Factors
1. Navigation
2. Content readability
3. Page speed
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
2) Searchability
Digital Avatar of Business
Keywords
Recommendations are
used by
● Copywriters / content developers
● Website designers and developers
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
3) Accessibility
Accessibility can benefit
● People with disabilities
● People with unusual browsing situations
● People with different computer/mobile devices or
browsers
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Sumup
Do not follow the industry
standards
● Begin with your
business goals
(Profit / X)
● Digitally different
(Engagement / X)
● Work with USA
(Usability,
Searchability, and
Accessibility)
Session: II
Address the challenge number 1
Outsourcing
Thanks, Jason Gorud
Outsourcing is not an option
Say Five
1. Ideation
2. Communication
3. Distribution
4. Responding
5. Analysis
FEEL
Factors
● Functional
● Economic
● Experience / Ease of Use
● Love / Human Values
Let us...
● Form a team of 3
● Discuss and populate
● Fill the content bucket
Ideation
Communication
Villain
Victim
Hero
Digital Avatar of Business
Digital Avatar of Business
Distribution
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Email is not dead
● Over 2.5 Billion People Use Email & Usage Is On the Rise
> by 2019 the number of email users will rise to 2.9 billion
/ email accessed via mobile more (55% to 88%)
● 77% of consumers prefer email - Email popularity may be
dropping for personal communications, but for business
purposes, a mind-blowing 77 percent of customers prefer
marketing communications to come through email.
Digital Avatar of Business
All have a place
Digital Avatar of Business
Organization
Case Example:
KG Hospital
Coimbatore
Ideation framework
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Arrived at themes & editorial calendar
Digital Avatar of Business
Formed a team and trained people
Coordinator
Writer
Consultant
Chief
Operations
Officer
Media
Technologists
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Sumup
Attack the challenge number 1
● Do not outsource
● Consider hub and
spoke
● Unearth stories - FEEL
● Have a team and
adopt editorial
processes
Session: III
Exciting days are ahead
Digital Avatar
● Marketing is dead.
Digital Avatar
● Marketing is dead.
● So is innovation.
Digital Avatar
● Marketing is dead.
● So is innovation.
● Let us welcome co-creation
Digital Avatar
● Marketing is dead.
● So is innovation.
● Let us welcome co-creation
● Long live the community
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
1. Technology
2. Ownership
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Marketing is Dead
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Engagement Marketing
Innovation is Dead
Digital Avatar of Business
Thanks, Bethtemple4U
Computer
Digital Avatar of Business
Digital Avatar of Business
Chair
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
Chair
Digital Avatar of Business
Software / Zoho Creator
Co-Creation
Digital Avatar of Business
Digital Avatar of Business
Digital Avatar of Business
“A 1000 True Fans,”
- Kevin Kelly
Digital Avatar of Business
Followers
“They want to know what you do”
Digital Avatar of Business
Evangelists
“They also let others know
what you do”
Digital Avatar of Business
Disciples
“They do what you ask them to do.”
Creators
“They do what you do on behalf of you”
Digital Avatar of Business
Digital Avatar of Business
Marketing
Innovation
Sumup
Here is the fun begins!
● Engage. Do not
market
● Co-create your
products and services
● Community is the goal
sankar@sankarg.com
9080190031

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Digital Avatar of Business

Notes de l'éditeur

  1. https://www.similarweb.com/ There are various of terms when it comes to calculation of web traffics. Some statistics give you report in terms of daily and monthly unique visitors; some provides more – Pageviews, Hits, etc. You could have heard webmasters claiming their sites to have more than 1 million hits a month. But how big is 1 million hits, does that means they have 1 million visitors every month? Here’s a brief explanations for those who are confuse how figures in these web statistic terms are generated. Hits Visit. This is essentially a browsing session. Visits last until there is 30 minutes of inactivity, or at midnight. Hits is also known as request and it’s the total number of files loaded when a single page is requested from the web server. So how hits are calculated? Picture this – a single web page with 20 images (transparent.gif, header-background.gif, etc)is loaded, that’s 20 hits for starters. The web page has 10 photos (jammie.jpg, group-photo.jpg, etc), that’s another 10 hits. if you add up the CSS files, Javascript files and all the external files, each time a web page is loaded, it can easily build up more than 50 hits. If you clear cache, reload the page, another 50+ hits again. Pageviews Pageviews is a calculation of how many times a page is viewed. Say a visitor lands on your main page, that’s 1 pageview. Same visitor clicks to About Us page, that’s another pageview. By dividing total pageviews with total unique visitors, you can get an idea how many pageviews each visitor generates. Page Views: Each visit consists of a number of page views. So if a user starts at the home page, goes to the About page then leaves the site, that is 2 page views in one visit. If they come back a few hours later and do the same thing, it then counts as 2 visits but 1 unique visitor, and a total of 4 page views. Pageviews divided by visits. This metric shows the average number of pages viewed per visit. When a Web user visits one of the pages on your website, it counts as one pageview. Each visitor has at least one pageview: the page he lands on, whether it is the home page or another page that comes up in a search. When a visitor clicks over to another page, the second page gets a pageview. Pageviews are tallied for each page of your site. Web analytics programs calculate the average number of pageviews per visitor by dividing the total number of views by the number of unique visitors. This number gives you a sense of how many pages each person looks at when he comes to your site. If your pageview number is low, visitors may be confused by the design or content, allowing you to make adjustments to make your site more user-friendly. Visits / Visitors Visitors are defined by a unique ID - this ID is usually stored in a visitor's cookies. Unique Visitors Unique visitor is a term used in Web analytics to refer to a person who visits a site at least once within the reporting period. Each visitor to the site is only counted once during the reporting period, so if the same IP address accesses the site the site many times, it still only counts as one visitor. Unique visitors refers to the number of distinct individuals requesting pages from the website during a given period, regardless of how often they visit. Bounce Rate A visit with one pageview. It doesn't matter how long the visitor was on the page or how they left. Technically, it's a visit with only one interaction. www.similarweb.com
  2. Web designers and developers use these recommended keywords in: Meta tags / meta descriptions Links / web addresses Filenames of images or videos
  3. The best way to design a mobile friendly website is to adopt “responsive web design”. Responsive Web Design makes your web page look good on all devices (desktops, tablets, and phones). Responsive Web Design is about using HTML and CSS to resize, hide, shrink, enlarge, or move the content to make it look good on any screen.
  4. Not everybody uses the same browser platform. Whether page visitors are browsing the internet on Google Chrome, Mozilla Firefox, Safari, or Internet Explorer, a web design must be compatible on all platforms. Each browser displays websites differently, which means web designers must accommodate accordingly.
  5. There are millions of people who suffer from colour blindness across the world. Deuteranopia and Protanopia are the common types of colour blindness, and people who have such problems face difficulty in distinguishing between green, red and similar colours.
  6. A website will be more accessible for special needs if it contains descriptive links such as “click here to know more about this article” or “Learn more about the article”.