-Helps in choosing the right marketing mix for businesses and start-ups - Where to invest more for getting the best cost per acquisition for each marketing mix

1. Right Digital Marketing Mix For Your
Business

2. About me
2 years of experience in Digital Marketing
Present – Working as a digital marketing manager for O2 Spa, India's Largest
Spa chain.
Past - 1 year of experience as an Social Media account manager in Ricom
Technologies (agency)

3. Types Of Media

4. Digital Marketing Funnel
FOUND
Website, Mobile App, Search Engine,
Referrals, Social Media etc
REACH
Paid Ads, Press Releases, SMS,
Email, Media Buy etc
CONVERT
Landing Pages

6. Choosing Right Digital Marketing Mix
Depends on
• Phase of your business.
• Current focus of your business.
• Your Target Audience Online Activity.
• And many other parameters.
Let me cover it one by one…..

7. Animal #1: SElephantO
Search Engine Optimization
Pros Cons
1. A lot of new customers will come
this way
2. Low cost per lead in long run.
3. Organic Ranking is also about trust
1. It might take time to Rank & Bring
Traffic and sales.
2. May not give a consistent result.
3. There is too much learning &
patience required + investment

8. Startup Stage:
1. Local keywords
2. Long tail keywords
3. Low Competitive & Average
Converting Keywords
4. Think Long Term
Growth Stage:
1. Invest a good amount here
2. Act as a leader
3. Participate at different hubs
4. Focus on mid and large type
keywords.
Established Stage:
• Focus on Big keywords
• Focus on making viral content.
Phases

9. Influential Factors:
• Choice Of Keywords
• Content
• Algorithmic Changes in the search Engines
• Time Spent

10. Takeaways
1. Motivate people to add content on Site
– Employee
– Clients
– Visitors
2. Cross Channel Marketing

11. Animal #2: Deer
(Affiliate Marketing)
Pros Cons
1. Easy to catch, Many available
2. Food for tough time
1. Profit per lead may be low
2. Management can be difficult
3. Brand at risk!

12. Startup Stage:
1. High commission
2. Work on CPL Model
3. Ask for Database Sharing
4. Incentivize Affiliates highly and
Incentivize Customers very low.
Growth Stage:
1. Medium commission
2. Focus On CO-Branding
(Partnerships)
3. Work on CPL Model
4. Incentivize Influencers and
customers equally.
Established Stage:
1. Low commission
2. Use More Affiliates and
influencers who wants to keep
your brand for their growth.
3. Try to get affiliates Database
4. Incentivize highly to customers
Phases

13. Influential Factors:
• Stage of your Business
• Pricing of your product/service
• Earned Media ex: database, likes

14. Takeaways
1. Affiliate Marketing should be Closely Monitored
2. Every visitor can be converted to an affiliate.
3. Always Research the affiliate/Influencers before you partner
up.

15. Animal #3: HORSE
(Paid Ads)
• SEM (Search, Display, Video), Email, SMS, Social Media
Pros Cons
1. Quick results
2. Under control (budget per day)
3. 100% track ability
1. Getting it right may take time
(Risk)
2. High Competition
3. Profit per lead may be low.

16. Startup Stage:
1. Highly incentivize customers.
2. Focus on Brand Awareness
3. Usage of Purchased Database
4. Trial & Error Every Possibility
Growth Stage:
1. Build effective Database
2. Optimized working ads
Established Stage:
• Usage of your brand as key
factor
• Usage of already Established
Database
• Divert traffic for cross
promotions
Phases

17. Influential Factors:
• Keyword Research
• Competition
• Landing Pages
• Target Audience
• Your Product/Service

18. Takeaways
1. Trial & Error
2. Optimization
3. Relevancy
4. Build Strong Database
5. Choose Media On results not on gut feeling.

19. Animal #4: Cow
(Social Media)
• Everyone wants to Milk it
Pros Cons
1. Viral - Networked
2. Word of mouth
3. If done Properly, high Profits
1. Indirect Sales
2. Hard To Track

20. Startup Stage:
1. Very Low Results
2. Focus On Brand Building
3. Don’t Concentrate On ROI.
Growth Stage:
1. Keep a clear goal and focus on
that.
2. Use different types of content and
measure.
3. Integrate with paid media
Established Stage:
• Maintain Reputation
• Focus on more than 1 key
performance indicators
• Cross Promotions to new media.
Phases

21. Influential Factors:
• Timing is everything
• Prior Planning
• Trending
• Type of Audience
• Type of Social Media Network

22. Takeaways
1. Act as a Leader not a Follower.
2. Listening to competitors, customers.
3. Planning before hand
4. Reach on the perfect time
5. Engage as soon as possible
6. Measure the most valuable Key Performance Indicators.
7. Learn What worked and Improve

23. Animal #5: Dog
(Brand Reputation Management)
Pros Cons
1. Improving your product or
service
2. Increases Brand Loyalty
1. Time Constraint
2. No Direct ROI
3. Huge space to monitor
4. Technical Barriers

24. Startup Stage:
1. Create your own reputation by
diverting all incoming customers.
2. Improve product and services in a
rapid manner
3. Incentivize unsatisfied Customers
4. Choose best review portals among
the rest and concentrate.
Growth Stage:
1. Focus on Maintaining the brand
Reputation.
2. Increase the amount of review
portals.
3. Use earned media extensively for
building reputation.
Established Stage:
• Manage reviews in less time.
Phases

25. Influential Factors:
-Your Customer Satisfaction
- Selection of Best Portals Among Many
- Earned Media Availability
- Online Activity of your Customers

26. Takeaways
1. Know where your customers are.
2. Do not fake reviews
3. Try to incentivize the customers who build reputation to the
brand.

27. Thanks – Connect With Me
• @syedadnanpervez
• Linkedin.com/syedadnanpervez
• Email : adnan.pervez67@gmail.com
• Phone : +919573057578