Online Digital Marketing for Start-Up How to create Online Digital Marketing Strategy, How to Start? What should be our Focus.

1. Digital Marketing For Start-ups'
Chandigarh
20-06-2015
Welcome
to

2. Digital Marketing Strategy
Business Company Brand
Need to communicate to
Prosper

3. Communication

4. Strategy
Strategy is a plan for obtaining the goal, based on the
information @ hand in targeted time & with given
Resource

5. Goals Need to be SMART
ACTION – Oriented

6. Frailer /
Success
Research
Analysing
Data
FilterObserving
Discuss
Use Info
Doing /
Done
Information @ Hand are the pieces
of information related to the Goal
that help inform the strategy

7. Process Example
Information @ Hand
Traffic Metrics of Competitor Sites
Market Size
Where my Users are
Pricing
Gaps in the demand and supply
Goal
Reach
N number of traffic
N % of Market share
N amount of Turn Over
Strategy
Where my Target Traffic are
Get where my Target Traffic are
Listen about the offerings in the
vertical
Gap analysis
Educate & Engage Target Users
Promote Offerings USP
Competitive offering pricing
Service After Delivery

8. Four Core of Stages to Build &
Execute Digital Strategy
Evaluation
Planning
Creating
Execution

9. Product
Oriented
8 Ps
Product
•Digital value
•Experiencing the
brand
Price
•Price transparency
•Creative pricing
models
Place
•Representation
•New distribution
models
Promotion
•Online vs. offline
mix
•Integration
People
•Resourcing and
training
•Contact strategies
Process
Automation
•Optimizing internal
and external
processes through
the web
Physical
Evidence
•Online physical
evidence
•Integration
Partnerships
•Managed
marketing alliances

10. NEW DIGITAL MARKETING FRAMEWORKS
4Es, 5Is, 4Is & 6Cs
• 4Es for customer orientation
framework which is comprised of
– Experience
– Exchange
– Evangelism
– EveryPlace
• 5Is for customer orientation
the 1:1 philosophy of personal
conversation
framework which is comprised of
– Identification
– Individualization
– Interaction
– Integration
– integrity
• 4Is for customer engagement
framework which is comprised of
– Involvement
– Interaction
– Intimacy
– influence.
• 6Cs and the OVP (Online Value
Proposition )
Building upon the Es. Dave
Chaffey (2004) suggested 6Cs
for customer motivation to
company’s Online Value
Proposition (OVP)

11. 4Cs
Cost
Cost to the customer
(pricing).
Customer
Customer needs and
wants (from the product).
Communication
Communication
(promotion).
Convenience
Convenience
(relative to time, place &
mode).

12. Rothery (2008) developed the 4Es framework as a follow-on to
Lautenborn’s (1990) 4Cs framework.
• Exchange Price
(as money or credit is
exchanged for product or
services)
Payment Options
• Evangelism
Promotion becomes evangelism.
(word-of mouth-marketing)
• Every place
Place or distribution should be
everywhere the customer are.
• Experience
A product / services is an
experience
(including online offline
experience).
Experience EveryPlace
ExchangeEvangelism

13. 5Is for Customer Orientation

14. FORRESTER’S 4Is OF CUSTOMER
ENGAGEMENT
INVOLVEMENT INTERACTION INTIMACY INFLUENCE
What to Track
•Site visits
•Time spent
•Pages viewed
•Search keywords
•Navigation paths
•Site logins
•Contributed content
•UGC Quantity
•UGC Frequency
(written reviews, blog
comments, forum
discussions)
•Sentiment tracking
on third-party sites
•Sentiment tracking
of internal customer
contributions
•Opinions expressed
in customer service
calls
•Net promoter (NP)
score
•Product/service
satisfaction ratings
•Brand affinity
•Content forwarded
to friends
•Posts on high
profile blogs
How to Track
•Web analytics •eCommerce
platforms
•Social media
platforms
•Brand monitoring
•Customer service
calls
•Brand monitoring
•Customer service
calls
•Surveys

15. Chaffey (2004) suggests 6Cs of customer motivation to
help define the Online Value Proposition (OVP)
Customer
Motivation
6 Cs
Content
•Right content
•Right context
•Right media
Customization
•Personalization
according to
individuals or
groups
Community
•Many-to-many
social networks
Convenience
•24/7 availability
•Turn around time
•After Sale Service
•Refund Guaranty
Cost reduction
•Internet perception
of lower-cost – no
middle man
Choice
•Products / Services
•Method of Payment
•Delivery
•Ease Return

16. PRACE & SOSTAC
• Dave Chaffey framework RACE™, but the P for Planning is an indispensible
step.
• It is often used in conjunction with SOSTAC, as the two planning systems
are complementary.
• PR Smith’s SOSTAC® Planning System is also a planning process framework
to help structure and manage implementation of digital marketing plans.
The best way to see how these two planning systems operate is by taking a
look at the graphics on the next two pages.
• SOSTAC
SOSTAC® stands for
– Situation,
– Objectives
– Strategy
– Tactics
– Action
– Control
• PRACE
PRACE stands for
– Plan
– Reach
– Act
– Convert
– Engage.

21. Inconvenient Truths
“Digital Strategy means something that will
change my bottom line in 3 - 6 months”
Shiv Singh, PepsiCo
My take “Digital Strategy is plan to expand in
the borderless space on Internet and mobile”
It’s No magic spell or not a way for Marketing
Experts to fill the fall short gaps of Market plan

23. Traffic Source

24. Presence (Website)
– Presence (Website/blog)
• Design – UI, GUI & UX
• Colour Schema
• Content (Different types- text, Image, Videos)
• Navigation wire frame

25. Content for WebSite
• Know your audience
• Know how and where they
consume information
• Research publishers or
organizations to partner with
• Complement your paid
promotion with social media
• Add e-mail marketing to the mix
• Make sure to have executive
support.
• Measure your results and
report.
Of marketers say
content
creations is back
born of SEO
Of marketers in strategic phase
of SEO invest in Content creation

26. Target Users
• Who the Customers are
• What they are looking for
• What’s the Gape of demand and supply
• Where the Target Users are

27. Identification of Goal
• Short term
– Traffic
– Registration
– Leads
– Sale
• Long term
– Branding
– Loyalty
– Return Sale
– Partners

28. Selection of Channels
Channels
• Paid Campaign
• Organic
• Content Marketing
• Social Media
• Paid Social Campaign
• Email Marketing
(Remarketing)
This depends on the variable -Vertical, Objective Goal, Fund & Time Line

29. Paid Channels
Channels
• PPC (Google, MSN-Bing/Yahoo)
• Digital Media Inventory
• Social Paid Campaign

30. Organic Traffic

31. Organic Channels
Organic Traffic
• Organic Search
– Google Search
– Yahoo Search
– MSN Bing Search
• Social Network
• Content Marketing
– Ghost Writing
– Guest Blogging
– Content Distribution etc.

32. Organic Search Traffic

33. Social Media Channels

36. Content Marketing +Positives
• Content marketing Boosts SEO
• Good quality content enhance Search visibility
• Content marketing enhance Social visibility via
sharing
• Distributed Content on Social drives traffic
• Content attracts niche audiences
• Targeted content is proven to impact purchase
decisions

37. Content Creation / Generation
Publish
Create
Draft
Edit
Create
Original
Content
Listen to
Social
Research
Social
Discuss
on Social
Read
Similar
Topics
Consult
Topic
Experts

38. Plan Budget for Online Marketing?
How to budget for online marketing activities?
Depends on
–the objective of the company / brand
–the pocket depth
–the Time Line to achieve the objective
Sample Budget

39. What is the Right Digital Marketing
Team?
• Very Hard to Answer
• Depends on Budget & Skilled Resource Availability
Start-up
• Out Source
• Shared Strategic Resource (Consultant)
Company With comfortable budget
• Strategic Lead (Consultant)
• Create a Strong Hands on Team

40. Team Member Quality
Digital Marketing is Communication, hence
• Commend over the language (English).
• Hunger for learning
• Street Smart
• Head on Approach
• Correct Fundamentals

41. Team Building & Training

42. Susomoy Sinha
susomoy@yahoo.com
s.sinha@innovazioninteractive.com
in.linkedin.com/in/susomoysinha
Twitter: @susomoy
The change of mind set is needed for Online & Digital Marketing.
Scope is huge with new frontiers opening with new technology and digital media.
A long term plan is very essential for all companies and Brands.