My Topic:Understanding Digital Animals

For the Golden Rush

Oops! let me give my Introduction before that.

About me

• Born on 26 September 1932.• After the Partition of India, my family migrated to

Amritsar, India.• Studied Economics and got my bachelor's and master's

degrees in 1952 and 1954• Then University of Oxford.• The title of my doctoral thesis was "India’s expert

performance”• appointed the Governor of the Reserve Bank of India• And ….

Confused?

Don’t be! I am not Him

• Like your venture, I am unique, I have a story of my own.

• I took the challenge: Christian Youth Camp

• My biggest success: I failed in St Xaviers Maths Hons

• I loved computers• I kinda Hated Eco Times• I got interested in Business. Then

End Result & Customers, it was the real WOW! Their smile was motivating!

My first venture (2002) with 3 of my friends.

2003 – 3rd Year of MCA++ (Job for a color mobile)

• I joined Grmtech as the first employee to Buy Sony Ericsson T610.

• I loved working• So worked till 2008• We kept Changing my

profile from Programmer, Architect, Marketing, Community .. Settled for Grmtech Leader .

I left after buying Nokia N95

• 2007 end I bought Nokia N95 and early 2008 left Grmtech

• Service Industry from Product Industry.

Service Industry was different

• Was tough with proper Application, processes.

• Amazing Learning experience.

• Our department got closed.

• We LOST our jobs!

The EXTRA Push – Formed TechShu

• Prabhanjan Panigrahi (Co-founded)• Rajesh Rana• Wifey joined• TechShu just happened

TechShu = Tech + SHUShu = reciprocity, one word that defines life, “Do to

others as you want it to be done to you”

Today I am here as

Digital Marketing Evangelist

Topic: Making Right Digital Marketing Strategy

It depends on• Phase of your business.• Strength of your business.• Current focus of your business.• And many other parameters.Let me cover it one by one after introducing the

Animals.

Animal #1: SElephantO

• Search Engine O (O for Organic):• Heavy weight stuff

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 (Content creation + Popularity)

Factors:

• Keyword Research• Content (King)– Information– Put everything under the website.

• Links (Each link is like Votes)– Popular– Trust– Topic

• Signals than Data – Don’t earn a crore in a month, start slow.

3 Takeaways

1. Get links from all possible ways– Day #1:– All PR with links

2. Motivate people to add content on Site– Employee– Clients– Visitors

3. Learn Keyword Research– Buying Keywords Vs Research Keywords– Google adwords Keyword Suggestion Tool

Startup Stage:1. Focus on Brand keywords2. Person’s name3. Local keywords4. Long tail keywords5. New keywords

-Think Viral- All the signals help- Don’t think short term- Blog- Forum

Growth:1. Invest a good amount here2. Add very useful content3. Participate at different hubs4. Focus on mid and large type

keywords.5. Link optimization

Established Stage:• Top 30 result Management for

reputation.• Focus on Big keywords• Link optimization.• Hire great people for web

Mix-o-Phase

Animal #2: Deer (Affiliate Marketing)

Pros Cons

1. Easy to catch, Many available

2. Food for tough time (Risk Diversification)

3. Helps you focus on your strength, service/product

1. Profit per lead may be low2. Management can be difficult3. Brand at risk!

Factors:

• Affiliates (Website)• Affiliates (Third Party)• Use Search Engine for Partners• Use Social Media for Partners• Make partners everywhere!

3 Takeaways

1. Affiliate Marketing should be sustained till the Establishment stage.

2. Affiliates can also bring links, SEO value 3. Every visitor can be converted to Marketing

person. Hard efforts will bring in results.

Startup Stage:1. High commission2. Private Label services

-More partners more exposure

Growth Stage:1. CO-OP (Partnerships)2. Medium commission

Established Stage:• Affiliates• Low commission

Mix-o-Phase

Animal #3: HORSE(Paid Ads)

• Fast• CPM, PPC, CPA, CPL, CPS

Pros Cons

1. Quick results2. Under control (budget per day)3. 100% trackable (keyword, channel,

GEO)

1. Getting it right may take time (Risk)2. Research keywords concerns3. Profit per lead may be low.

Factors:

• Keyword Research• Landing Pages• Interrupt vs Search • Explore beyond Search Engine Ads– Facebook ads (Targeting segment), Interrupt ads– Contextual ads

3 Takeaways

1. Don’t always go for Search Ads, Understand the decision Tree & mind process.

2. Go slow, focus on long tail buying keywords, high search volume or low search volume doesn’t matter here.

3. Explore beyond Google adwords (130 characters)

Startup Stage:1. Conversion will be low as you don’t

have anything to show2. Don’t convert online, make them call

you, focus on meeting.3. Focus on free giving that they can’t

resist4. Use it for relationship building.

-A Lead is more than a lead, - It is relationship - And network

Growth Stage:1. Should focus on PPC properly for

better growth.2. Competitor keywords

Established Stage:• Ranking for Branding• High conversation rate

Mix-o-Phase

Animal #4: Cow(Social Media)

• Everyone wants to Milk it• Like Teen Sex

Pros Cons

1. Viral - Networked2. Easy3. Natural, conversation, Engagement

1. Reputation at Stake2. May not result in sales, time waste &

money waste, it is attractive.3. It can’t make you attractive

Factors:

• Social media is like putting light on you, it can’t make you attractive, be attractive.

• Be Human – Listen, Talk, Engage (Don’t promote)

• It is P2P (People to People), Don’t be afraid to come forward as the person.

• No policies yet, so BEWARE!

3 Takeaways

1. Do have your presence– (Purpose) Satisfy OR Refer– (third eye) Bookmark it for later use, I liked you

but not today, will buy later.

2. Understand yourself, if you and your business is not attractive, use sparingly.

3. ROI is huge, very huge. Still not 100% measureable as the returns are long term.

Startup Stage:1. Build the presence across.2. Have it mentioned on websites,

emails etc3. Start slow but interact, share and let

the world know you.4. Connect with right people the right

way.

• A Lead is more than a lead• It is relationship • And network• Community is very powerful, Products and Services can beaten, Community is tough to be beaten.

Growth Stage:1. Make policies2. Managed Social Media interaction

Established Stage:• Strict Policies• Listening to people who are talking

about it. Interacting with them sparingly.

Mix-o-Phase

Animal #5: Dog(Brand Reputation Management)

• This is hot these days as people are talking about you every where.

• Takeaway: Google alerts, RSS feedsTakeaways Cons

1. People are inflc

Advantage of Digital Marketing

• It is a number game, Easy to track and measure.

• That’s the future, from TVs, Mobile, Workspace everything is getting integrated.

• It is gold rush• Easy to do• Easy to learn, a lot of information

available

3 Bonus

• Do learn it yourself during your startup phase.• Understand Analytics• Think beyond content, web is very technical,

to use the power of web you need to understand technology too.

Digital Marketing Strategy

• SEO, PPC, Affiliate, Social Media, Reputation Management, Web Product

Steps for Strategy Making

• Put the Goals for 3 months• Pick the channel for it, decide the budget for

it.• Go inside each channel and see what can be

done to achieve the target.• Measure it & Revaluate it monthly.

Key points

• Keywords• Channels• Budget (Organic, Paid)• Metrics (Efforts & Results)

Too Short time for in-depth

Thanks – My Green Visiting Card

• @AjiNIMC• Facebook.com/Aji.Issac• linkedin.com/AjiNIMC

• Meet us at Startup Saturdays (Every 2nd Saturday) & NASSCOM EMERGEOUT Conclave 28th, Jan, 2011. Also starting at IIFT on 5th Feb.