Introduction to Digital Marketing 2015

Introduction to Digital Marketingby Hrish Thota

Happiest [email protected]

mailto:[email protected]

2 © Happiest Minds – Confidential

Agenda

• Introduction of Hrish Thota

• Introduction & Purpose of Digital Marketing

• Twitter Marketing

• Email Marketing

• Content Marketing

• Search Engine Optimization

• Social CRM

• Reputation Management

• Web Analytics

• Future of Customer Engagement Online


Introduction of Hrish Thota

• Senior Manager at Social Computing & Innovative Business Solutions team at Happiest Minds

• Travel, Lifestyle and Technology Blogger at Dhempe.com

• Early adopter of Social Platforms – Blogs (2001), Facebook(2007), Twitter (2008), FourSquare (2010)

• Social Media Maven

• Used Social Media to raise money for Charity in Twestivals

http://dhempe.com/

http://facebook.com/dhempe

http://twitter.com/dhempe

http://www.youtube.com/watch?v=GzCo41Rpra0


Klout Score of Hrish Thota

http://www.klout.com/


Campaigns by Hrish Thota


Introduction of Digital Marketing

• Promotion of a brand’s products and services using Digital Technologies

• Reaching out and communicating with your customers using Digital Media like Internet, Email and Mobile

• Emphasis on marketing being relevant, personal and in a timely manner

• What is the purpose of Digital marketing?

• Digital Marketing Video -https://www.youtube.com/watch?v=unUhOPI5ZKc

https://www.youtube.com/watch?v=unUhOPI5ZKc


Purpose of Digital Marketing

• To generate brand awareness

• To create customer loyalty

• To create customer services

• To generate leads

• To drive sales

• In B2C companies, top objectives are Driving Sales, Improving Awareness and only then Generating Leads.

• In B2B companies, top objective is Generating Leads and Driving Sales. Improving Awareness is a far third

• Reliance Tweet A Tab video -https://www.youtube.com/watch?v=N9stFl5bo64

https://www.youtube.com/watch?v=N9stFl5bo64


Tools for Analyzing Twitter Trending Activities

• Tweetbinder.com

• Hashtracking.com

• Twitalyzer.com

• TweetArchivist.com

• TweetReach.com

• Topsy.com

• Pepsi IPL Tweetup Video-https://www.youtube.com/watch?v=KQRswjegXCk

https://www.youtube.com/watch?v=KQRswjegXCk


Case Study for Social Media Marketing (Twitter)

Tata Sky Twitter Campaign

Reach – Number of Unique users who could see hashtag

Impacts – Potential number of times users could see hashtag


Tata Sky Twitter Campaign Case Study


Tata Sky Twitter Campaign Case Study

Allen Solly video - https://www.youtube.com/watch?v=8eHt6CVUlLI

https://www.youtube.com/watch?v=8eHt6CVUlLI


Email Marketing

• Targets Key Decision Makers

• Helps in Segmentation, branding, deliverability

• Best channel to drive leads and revenue in B2C & B2B

• Content Dissemination over email

• Interesting Subject for Email is very important

• Engagement is measurable - how many opened, how many links followed

• Examples: Exact Target, MailChimp


Importance of Email Marketing in age of FB

• Ensures person receives the mail – not lost on their timeline

• Ensures you have the person’s contact details for future connect

• Ensures you are able to customize the content of the email

• Ensures you are able to track leads or sales

• Ensures there is a shareability factor when you have good content


Orange County Lifescapes / Counter Culture


Content Marketing/ Online PR

• Importance of Landing Pages

• Importance of Inbound Traffic

• Importance of content created around keywords

• Importance of Lead Generation via content

• Get a unified customer view across various channels

• Online PR allows one-to-one communication with bloggers

• Online PR allows you to engage the community

• Online PR allows you to speak as a peer


Blogs

• A blog is a type of website where people can share information,

stories ,experience in the form of posts (or entries) wherein

readers and visitors can subscribe to the blog so that they can

consume the content.

• Blogger is an individual who would like to express himself in the

area of expertise or interest and sharing it to the world via a

medium of blog.


Black Dog Blogathon Objective

• Increase presence of Black Dog Easy Evenings on

Internet

• Increase content on Internet of world class events

• Increase content on popular keywords selected by

Google Adwords

• Leverage honest feedback from bloggers

• Create personal connect with bloggers

• Reach out to bloggers having more than 20,000

readers a month

Total Blog posts

860

Average Viewership

700-800

Total Reach

6 Lakhs Reach


Highlights of the Blogathon

• 30 lifestyle bloggers from across India with

maximum reach

• 30 blog posts in 30days

• SMS/Email reminders

• Bloggers were gratified with gadgets

• Top 10 bloggers selected for 2nd stage

• Instagram contest amongst Top 10 bloggers

• Twestival Video -

https://www.youtube.com/watch?v=N7DGhQT9Lt8

https://www.youtube.com/watch?v=N7DGhQT9Lt8


SEO and Link Building

• Make your site rank high on search engines for your keywords

• SEO – organic search

• SEM – Paid Search Engine Marketing (PPC)

• Relevant link building

• Pay Per Click SEO

• Google Page Rank

• Helps in Social Media Marketing too


Best practices for SEO and Link Building

• Try Local SEO when you want to target local

• Don’t focus only on Meta Keywords

• Traffic coming from mobile devices

• Relevancy needs to be built, not keyword density

• Meta Description is still very important

• Important to have good URL, Title and Keywords in content

• Visual content like Photos & Videos important


Link Building

• Linking from 1 popular site ranks more than links from 10 lesser popular sites

• Link should contain the keywords not the name of the company or the site

• Use more detailed & long keywords rather than very short ones

• Use different pages on the site for different keywords

• Google Adwords Keyword Planner is useful for research

• Social Links like Likes, Shares, +1s, Tweet is very important

• Google Plus going to play a main role


Social CRM tools and Social Customer Service

• Identify inquiries

• Identify leads generated

• Identify complaints

• Some useful tools - airwoot, muHive and conversocial


Reputation Management

• Important for a brand to have a clean image

• Tweet out a complaint and you are sure to receive a reply

• #CCDSucks issue

• Tweeting to @shopclues solved the issue ; @cleartrip incident

• Important to listen to your mentions and keywords to track competition


Web Analytics

• Measure reach of posts done via Digital Marketing• Measure engagement with posts done via Digital Marketing• Measure best time and date for posts and strategize again • Do sentiment and buzz analysis• Identify the true influencer who is brand advocate• Google Analytics - a must have for every site• IPL Great Catch Video - https://www.youtube.com/watch?v=r1N-

juMszEM

• Engagement Junction Video -https://www.youtube.com/watch?v=n1qoALXQPOs

https://www.youtube.com/watch?v=r1N-juMszEM

https://www.youtube.com/watch?v=n1qoALXQPOs


Engagement Junction from Happiest Minds

Thank you!