Performance Marketing - Strategy, Channels & Metrics

PERFORMANCE MARKETING

STRATEGY, CHANNELS &  METRICS 

BY: VAISHALI SINGH

GROWTH MARKETING PROFESSIONAL

STUFF WE WILL COVER TODAY

THE MARKETING FUNNEL 

MARKETING FUNCTIONS MAPPED TO FUNNEL 

PERFORMANCE MARKETING 

 SPEND STRATEGY with CHANNELS & METRICS

GROWTH HACKS vs GROWTH ENGINES

QUICK BRUSH UP   SEARCH ENGINE IS A LOT LIKE A FOOD EXPERT

KNOWS THE BEST PLACES AS PER CUISINE 

RATES BASIS PERSONAL EXPERIENCE, USER REVIEWS , OTHER REVIEWERS 

PENALTY FOR BAD REVIEWS /SERVICE

QUICK BRUSH UP   SEM,SEO & DISPLAY

SEM: PULL CHANNEL PAID TRAFFIC GOOGLE/BING

SEO: PULL  CHANNEL FREE TRAFFIC  GOOGLE/BING

DISPLAY PUSH CHANNEL PAID TRAFFIC  GDN/FB/NETWORKSBANNER/GIF /VIDEO

MARKETING TODAY:  DEFINED OBJECTIVE &  MEASURABLE  GOALS 

THE  CONVERSION FUNNEL 

Time to Convert depends on Category - High/Low Involved Decision

ORDERING FOOD VS BUYING PHONE

Comes Across Ad for

App X

Comes Across Ad

for Phone on App Y

Installs & Signups Up on App

Reads Reviews / Visits Offline

Store/ Consults Friends /

Compares Price

Buys phone from App Y

Installs the App &

Registers

Eat Out / Call2Order /

App X for Food

Orders Food from App X

Refers friend for App X Refers friend for App Y

BRACE YOURSELEVS FOR THE

MARKETING ORG

Impressions/

Reach / Sessions

Installs /

Registrations / Leads

Meaningful actions like -

ViewProduct, AddToCart

Transactions / Revenue

Brand NPS Score

K factor of Referral

Program

PERFORMANCE MARKETING MINDSET

CHASE HIGH INTENT AUDIENCE

MEASURING & OPTIMIZING METRICS

ON LOW SPILL CHANNELS 

WITH CUSTOMIZED MESSAGING 

PERFORMANCE : CHASE HIGH INTENT AUDIENCE ON LOW SPILL CHANNELS 

WHO IS MOST LIKELY TO BUY  HEALTH INSURANCE ?

SOMEONE SEARCHING FOR HEALTH INSURANCE ONLINE ?

LISTENERS OF RADIO-MIRCHI IN MUMBAI ?

USERS WHO WATCH KOFFEEWITHKARAN ON HOTSTAR ?

SOMEONE WHO JUST BOUGHT A LIFE INSURANCE ?

SOMEONE ATTENDING IIT TECH FEST ?

SOMEONE SUBSCRIBED TO HEALTH TIPS PAGE ON FACEBOOK ?

SOMEONE REGISTERED ON NAUKRI WITH INCOME 10-15LAC?

SOMEONE WHO WENT TO SITES SELLING INSURANCE? 

PERFORMANCE : CHASE HIGH INTENT AUDIENCE ON LOW SPILL CHANNELS 

WHO IS MOST LIKELY TO BUY  HEALTH INSURANCE ?

SOMEONE SEARCHING FOR HEALTH INSURANCE ONLINE ?

LISTENERS OF RADIO-MIRCHI IN MUMBAI ?

USERS WHO WATCH KOFFEEWITHKARAN ON HOTSTAR ?

SOMEONE WHO JUST BOUGHT A LIFE INSURANCE ?

SOMEONE ATTENDING IIT TECH FEST ?

SOMEONE WHO LIKED HEALTH TIPS PAGE ON FACEBOOK ?

SOMEONE REGISTERED ON NAUKRI WITH INCOME 10-15LAC?

SOMEONE IN MARKET TO BUY HEALTH INSURANCE? 

- CREATE HYPOTHESIS

- RUN PILOT 

- SCALE IF SUCCESSFUL

VALIDATE INSTINCTS WITH DATA

PERFORMANCE :

BUCKET YOUR SPENDS INTO  CONVERSION & AWARENESS CHANNELS 

START WITH CONVERSION CHANNELS 

PERFORMANCE LED SPEND PLAN 

10 MINS

BRAND A : WANTS TO LAUNCH HEALTH INSURANCE FOR PETS 

WHO CAN THEY TARGET ? 

HINT: THINK WHAT YOUR TARGET USERS DO ONLINE ?  SEARCH ?|  IN MARKET ? | FACEBOOK ? | VIDEOS? | INFLUENCERS ? 

GROWTH HACKS 

OVER GROWTH  ENGINES

TACTICAL

LIMITED LIFE

NOT SCALABLE

NON LINEAR

GROWTH

STRATEGY LED

SUSTAINABLE

SCALABLE

PREDICTABLE

GROWTH

GROWTH HACKS DELIVER - MOST WHEN BOOTSTRAPPING 

LETS DISCUSS A  FEW GROWTH HACKS 

BUT DON'T CREATE A PSYCHOLOGICAL BIAS TOWARDS INVESTING IN LONG TERM STRATEGIES 

TESTING DEMAND FOR AN ON-DEMAND MAID SERVICE

COST OF FLYERS INR 3500/-

EXOTEL NUMBER FREE 

RAN PILOT IN 2 SOCIETIES 

PRODUCT MARKET FIT  FOR CERTIFIED PRE OWNER

BIKES SERVICE

DEMAND FREE OLX AD

SUPPLY FREE ON OLX

HIRED MECHANIC FOR BIKE CHECKS  INR 2000/-

HIRING SUPPLY   FOR A BIKE TAXI SERVICE

DEMAND FOR RENTOMOJO  FREE POSTS IN FACEBOOK FLAT &

FLATMATES GRP

IT'S A WRAP!

THE MARKETING FUNNEL 

MARKETING FUNCTIONS MAPPED TO

FUNNEL 

PERFORMANCE MARKETING 

 SPEND STRATEGY with CHANNELS & METRICS

GROWTH HACKS vs GROWTH ENGINES

THANK YOU

Write to me here :

[email protected]

Lets stay connected :

LINKEDin : Vaishali Singh