Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Agenda
Digital Chai Pe Carcha – Getting ROI out of Digital Marketing
#DigitalCPC
7th Jul, 2017
Content Marketing – how should one approach it?
What’s 2022 going to look like
Content Marketing – how should one approach it?
What’s 2023 going to look like
Internet users in India
About 450 000 000
Facebook Users in India
197 000 000
66% active daily
Indian Users on Whatsapp ?
200 000 000
Indian Users on Linkedin ?
42 000 000
Indian Users on Instagram ?
41 000 000
Putting India in perspective
Population:
1241m
TV: ~150m
Households
Mobile:
~1000m
Internet:
~450m
Content Marketing – how should one approach it?
Basics of Digital
Building Assets
Creating Content
Acquiring Users on a Sh...
Content Marketing – how should one approach it?
Basics of Digital
So what is Digital Marketing?
Digital Marketing
Influencer
Marketing
Building
website
Making a
mobile
app
Search
marketing...
Know your Basics!
Owned
Media
Paid
Media
Earned
Media
Earned media like content marketing has more sustained long-term impact
Source: NeilPatel
Content Marketing – how should one approach it?
Building Assets
Even today we are surprised at the number of businesses without a website
Key is to have great experience across devices
Right user experience – drive them to convert
Right Call to Action is required to make this work
Right user experience – drive them to convert
Content Marketing – how should one approach it?
Brand Website Vs Landing Page
Platforms to build quick websites
Landing Pages are more effective in driving Leads
Content Marketing – how should one approach it?
What if you don’t want to build a
website?
Google Research shows that local informatiion
Google Research shows that local informatiion
Content Marketing – how should one approach it?
Content Creation
Key is to ensure that its non-promotional
Over 200 Factors go into SEO
Ideal approach to SEO: Great content & relevant backlinks
Speed is key – Accelerated Mobile Pages
Mobile First
Responsive
Site
Speed &
AMP
Be there in
the
moment
95 million pages a...
1 million content pieces analysed to reach the results of what gets shared most
Videos
Lists
How To
Why posts
Infographics...
360 Degree Content to make it more interesting
https://goo.gl/NvKUVM
https://goo.gl/hbdHKB
Resized to square to
increase visibility in feed
environment
Added supers to clearly
convey “easy debit card
replacement” ...
LEGEND
Adds animated typography to your
videos/statics. Shows you several ways
your ad can look.
T O O L S T O C R E A T E...
30,000+ Shares
1.5 Million Views
~3000 Shares
1 Lakh Views
Videos in Regional Languages work far better than English conte...
List of Top Things – Get a lot more shareability
List of Top Things – Get a lot more shareability
Research Reports – Consulting firms do this very well
Home Care Guide by India Home Health Care
Home Care Guide by India Home Health Care
PETWISH CAMPAIGN - Dog Breeds & Lifestyle Campaign
garnered reach of over 1 lakh...
Content via Videos
https://goo.gl/j4jvS8
Engagement needs to be on non-branded content
Gifs & Animations are easy to create now
Content Marketing – how should one approach it?
Acquiring Users on a Shoe String
Budget
Photos
Videos
Text
VR/AR
So many
different
ways to
communicate
Important to reach audiences via sequenced adverts
Discovery can happen even on Social Media
Lead Ads
Social media initiatives flow from your brand objectives
Visuals & Videos
Details of Product/Service, Price, Key
Details f...
Content Marketing – how should one approach it?
Measuring Results
Likes
Comments
Shares
Likes
Comments
Shares
Brand Awareness =
Reach & Engagement
Leads
Sales
Metrics
Tangible
Intangible
Metrics that translate into immediate business results:
 Leads
 Sales
 Registrations
 Traf...
Metrics
O
B
J
E
C
T
I
V
E
M E T R I C S
Lead Generation
or Online Sales
Brand Awareness
 Leads/Enquiries Generated
 Reve...
Tools to Measure Metrics
Tools to Measure Metrics
For Offline Stores Google My Business can be key
Driving Directions
to the Store
Calls from Digital
Online Offers
redeemed...
Tools to Measure Metrics
Analytics
Awareness
Consideration &
Evaluation
Lead Conversion
Data Collection &
Analysis
SEO
Customer Support
Influencer Outreach
P...
Q&A
Getting ROI From Digital Marketing - Digital Chai Pe Charcha in Mumbai
Getting ROI From Digital Marketing - Digital Chai Pe Charcha in Mumbai
Getting ROI From Digital Marketing - Digital Chai Pe Charcha in Mumbai
Getting ROI From Digital Marketing - Digital Chai Pe Charcha in Mumbai
Getting ROI From Digital Marketing - Digital Chai Pe Charcha in Mumbai
Prochain SlideShare
Chargement dans…5
×

Getting ROI From Digital Marketing - Digital Chai Pe Charcha in Mumbai

9 942 vues

Publié le

Presentation on Getting ROI From Digital Marketing at the Digital Chai Pe Charcha held by Social Beat in Mumbai on 7th Jul, 2017. It covers insights across social media, search engine marketing, landing pages, UX, content marketing and more.

Publié dans : Marketing
  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

Getting ROI From Digital Marketing - Digital Chai Pe Charcha in Mumbai

  1. 1. Agenda Digital Chai Pe Carcha – Getting ROI out of Digital Marketing #DigitalCPC 7th Jul, 2017
  2. 2. Content Marketing – how should one approach it? What’s 2022 going to look like
  3. 3. Content Marketing – how should one approach it? What’s 2023 going to look like
  4. 4. Internet users in India
  5. 5. About 450 000 000
  6. 6. Facebook Users in India
  7. 7. 197 000 000 66% active daily
  8. 8. Indian Users on Whatsapp ?
  9. 9. 200 000 000
  10. 10. Indian Users on Linkedin ?
  11. 11. 42 000 000
  12. 12. Indian Users on Instagram ?
  13. 13. 41 000 000
  14. 14. Putting India in perspective Population: 1241m TV: ~150m Households Mobile: ~1000m Internet: ~450m
  15. 15. Content Marketing – how should one approach it? Basics of Digital Building Assets Creating Content Acquiring Users on a Shoe String Budget Measuring Results
  16. 16. Content Marketing – how should one approach it? Basics of Digital
  17. 17. So what is Digital Marketing? Digital Marketing Influencer Marketing Building website Making a mobile app Search marketing Social media marketingE-mail marketingDisplay advertisement Digital marketing channels
  18. 18. Know your Basics! Owned Media Paid Media Earned Media
  19. 19. Earned media like content marketing has more sustained long-term impact Source: NeilPatel
  20. 20. Content Marketing – how should one approach it? Building Assets
  21. 21. Even today we are surprised at the number of businesses without a website
  22. 22. Key is to have great experience across devices
  23. 23. Right user experience – drive them to convert
  24. 24. Right Call to Action is required to make this work
  25. 25. Right user experience – drive them to convert
  26. 26. Content Marketing – how should one approach it? Brand Website Vs Landing Page
  27. 27. Platforms to build quick websites
  28. 28. Landing Pages are more effective in driving Leads
  29. 29. Content Marketing – how should one approach it? What if you don’t want to build a website?
  30. 30. Google Research shows that local informatiion
  31. 31. Google Research shows that local informatiion
  32. 32. Content Marketing – how should one approach it? Content Creation
  33. 33. Key is to ensure that its non-promotional
  34. 34. Over 200 Factors go into SEO
  35. 35. Ideal approach to SEO: Great content & relevant backlinks
  36. 36. Speed is key – Accelerated Mobile Pages Mobile First Responsive Site Speed & AMP Be there in the moment 95 million pages already on AMP
  37. 37. 1 million content pieces analysed to reach the results of what gets shared most Videos Lists How To Why posts Infographics Research Reports Surveys & Quizzes
  38. 38. 360 Degree Content to make it more interesting https://goo.gl/NvKUVM
  39. 39. https://goo.gl/hbdHKB
  40. 40. Resized to square to increase visibility in feed environment Added supers to clearly convey “easy debit card replacement” message without sound Cut down from 15 to 12 seconds, focusing on elements that highlight brand offering Moved initial brand mention earlier A D S N E E D T O B E O P T I M I S E D F O R T H E P L A T F O R M 44
  41. 41. LEGEND Adds animated typography to your videos/statics. Shows you several ways your ad can look. T O O L S T O C R E A T E V I D E O S VIDLAB VIDEO EDITING APP Creates a slideshow out of photos, allows you to play with the speed of slides, add text, graphics, music and voice overs.
  42. 42. 30,000+ Shares 1.5 Million Views ~3000 Shares 1 Lakh Views Videos in Regional Languages work far better than English content – as it’s a new audience + lesser competition
  43. 43. List of Top Things – Get a lot more shareability
  44. 44. List of Top Things – Get a lot more shareability
  45. 45. Research Reports – Consulting firms do this very well
  46. 46. Home Care Guide by India Home Health Care
  47. 47. Home Care Guide by India Home Health Care PETWISH CAMPAIGN - Dog Breeds & Lifestyle Campaign garnered reach of over 1 lakh with ~43,000 shares
  48. 48. Content via Videos https://goo.gl/j4jvS8
  49. 49. Engagement needs to be on non-branded content
  50. 50. Gifs & Animations are easy to create now
  51. 51. Content Marketing – how should one approach it? Acquiring Users on a Shoe String Budget
  52. 52. Photos Videos Text VR/AR So many different ways to communicate
  53. 53. Important to reach audiences via sequenced adverts
  54. 54. Discovery can happen even on Social Media
  55. 55. Lead Ads
  56. 56. Social media initiatives flow from your brand objectives Visuals & Videos Details of Product/Service, Price, Key Details for decision making Call to Action (CTA), Offers Experiment & Refine
  57. 57. Content Marketing – how should one approach it? Measuring Results
  58. 58. Likes Comments Shares
  59. 59. Likes Comments Shares Brand Awareness = Reach & Engagement Leads Sales
  60. 60. Metrics Tangible Intangible Metrics that translate into immediate business results:  Leads  Sales  Registrations  Traffic / App Downloads Metrics that do not measure immediate business results:  Brand Awareness  Customer Engagement  Customer Satisfaction  Brand Reputation
  61. 61. Metrics O B J E C T I V E M E T R I C S Lead Generation or Online Sales Brand Awareness  Leads/Enquiries Generated  Revenue from Sales / Conversion %  App Installs  Website Traffic  Reach  Impressions  Mentions  Social Engagement  Comments/Shares  ReTweets/Reposts  Likes/Fans/Followers
  62. 62. Tools to Measure Metrics
  63. 63. Tools to Measure Metrics
  64. 64. For Offline Stores Google My Business can be key Driving Directions to the Store Calls from Digital Online Offers redeemed at the Store % of customers who found the store via digital
  65. 65. Tools to Measure Metrics Analytics
  66. 66. Awareness Consideration & Evaluation Lead Conversion Data Collection & Analysis SEO Customer Support Influencer Outreach Paid Search, Display & Remarketing List Building Monitoring Lead Capturing User Behaviour A/B Testing Analytics Call Tracking Adv. Conv. Tracking/Visitor Profi CRM Reporting Comp. Tracking Tag Management Hundreds of Tools to help
  67. 67. Q&A

×