Krishna Koppa Digital Marketing

What is Digital Marketing?

Krishna Koppa Digital Marketing

 It is no different from
Marketing

Krishna Koppa Digital Marketing

 It is Marketing in
Digital Era

Krishna Koppa Digital Marketing

 Is it all about
Digital technology ?

Krishna Koppa Digital Marketing

 It is all about knowing
customers.
More and More

Krishna Koppa Digital Marketing

Krishna Koppa Digital Marketing
 Digital Landscape Digital Marketing Channels
Traditional Vs Digital Hardware e-tools, Software e-tools
Why DM? SEO – Google/Yahoo Search
Digital Marketing Mix Paid Vs Free SEO
Building & Enhancing website PPC

Data Analytics in DM Social Media Marketing

Impact & measurement SMM and its strategy
Elasticity of demand FB, Twitter, LinkedIn, Yahoo etc
Big data analytical tools Mobile Advertising /Marketing
Google Analytics Mobile Apps, Gaming
Cross media synergies

Krishna Koppa Digital Marketing

 Online Business Models
Internet as revenue vehicle
Crowd sourcing/Co creation
E-Commerce
B2B digital marketing
E-payments, m-commerce

Krishna Koppa Digital Marketing

 Let us look
at recent
past

Krishna Koppa Digital Marketing

 • Instinct and familiarity drove sales
• Purchasing was result of sentiment-backed
guesswork
• Advertising agencies used surveys and
studies
• GRPs (Gross rating points)
• Advertising was a guess work….. Though it
was smarter one
• Did not know why it worked….. But it
worked

Krishna Koppa Digital Marketing

 • Big brands were on Top
• Consumers had limited information
• Brands got power to influence
sentiments by garnering eyeballs &
attention

• Marketing was about pushing messages to

consumers
• Pushing through traditional media

Krishna Koppa Digital Marketing

 Old Marketing Paradigm

Clutter

Brand Message Consumer

Old Marketing Paradigm : Pushing messages through background clutter

Krishna Koppa Digital Marketing

 Let us look
at the
present

Krishna Koppa Digital Marketing

 • Lot of noise and information everywhere
• Consumers have unlimited info
• Consumers are evolving faster than Cos

• IT has created bidirectional channels

• Some channels ‘pull’ information
• Message can be ‘pulled’ by customers
• Dissatisfaction of a customer in a Timbaktoo
can be known to customers across world –
in seconds

Krishna Koppa Digital Marketing

 “Brands are stripped of their Warm,
Protective clothes

They stand naked in the cold to be

judged by the eyes of the world”

Krishna Koppa Digital Marketing

 But…
When brands stand naked,
customers can come to know well
about brands

Trust, Relations, Devotion

develop deeper

Krishna Koppa Digital Marketing

 Modern
Digital
Consumer

Krishna Koppa Digital Marketing

 Modern Digital Consumer

His name is John

35 Yrs, Male
From, Newyork

He spent $93 per month at this

outlet
45% against clothing,
23% against sporting products
22% against personal care

All Walmart Employees at this

outlet have this information on
POS Tablets
At doors he gets
Identified by his
unique ID chip in They are ready to assist him !
his mobile

Krishna Koppa Digital Marketing

 Modern Digital Consumer

Earlier this week he had received

an E-mail with 15% discount
coupon on dental products as his
purchase in this category had
slowed down in last 2 months

The message pops on his

smartphone as a reminder along
with Loyalty points

A message /
reminder pops up
on his smartphone

Krishna Koppa Digital Marketing

 Modern Digital Consumer
He remembers he had seen a TV
commercial on this Oral-B
toothbrush

When he gets intrigued, he takes

his Mobile and scans the
barcode/QR code on the
packaging.

Product pops up on his mobile

- 240 review on the product
- 3.2 out of 5 stars
- Many customers talked about
John goes to tooth brush problems with Oral-B
counter and new Oral-B - The site offered other info on
toothbrush catches eye. other tooth brushes
- Philips Sonicare has got 4.4
stars out of 5 in reviews
Krishna Koppa Digital Marketing
 Modern Digital Consumer
With the help of his smartphone
social shopping app he finds

- Sonicare is Liked by 3,50,000

people on FB
- Including some of his closest
friends on FB
- Some of them followed
Sonicare on Twitter
- Reviews appreciated Sonicare
over Oral-B
- Esp reviews from Dental
Specialists
He does a voice research on
John looks at another Google
toothbrush Finds Sonicare Website is the first
Philips Sonicare
link to be seen
Paid ad of Sonicare offered a
coupon Code !!
Krishna Koppa Digital Marketing
 Modern Digital Consumer

The story does not end here

John decides to purchase

Philips Sonicare

A brand he did not know

much about

Krishna Koppa Digital Marketing

 Modern Digital Consumer

His shopping app indicates

Price of Sonicare is
- $12 cheaper in Amzon.com
- $16 cheaper on ebay
- Same price at Target store
nearby

- Due to instant gratification

seen in the product
- He puts the toothbrush in his
cart

John visits shopping app

Krishna Koppa Digital Marketing

 Modern Digital Consumer

His smartphone gets a popup

message on complementary
offers offered on toothpaste

- Plus 10% off coupon if he buys

them together

He follows similar process for all

of his shopping !

As he continues walking
Dental Counter, the smart
cart identifies RFID tag of
toothbrush

Krishna Koppa Digital Marketing

 Modern Digital Consumer

He swipes his phone over scanner

and make payments

- Earns more store loyalty points

He uses his phone to

make payments

Krishna Koppa Digital Marketing

 Modern Digital Consumer

Customers are evolving much faster than retail

stores

Single store implementing ‘all of these’ is very

rare to find

Digital storefronts like Amazon, Flipkart etc are

redefining customer web experience while
shopping

Krishna Koppa Digital Marketing

 Online Stores

DIGITAL
MARKETING
Express

Brick-and-mortar stores

Krishna Koppa Digital Marketing

 Fine line between online shopping and brick-and-
mortar shopping will blur….and eventually
disappear !

Brand Loyalty Vs Brand Deal !!

Past and Present scene : Brand Loyalty is a key !

Future scene : What is Brand Loyalty !!

Krishna Koppa Digital Marketing

 Earlier Consumer’s Decision Journey

Brand loyalty

Desire to Purchase
Purchase Decision

Post-Purchase experience
Krishna Koppa Digital Marketing
 New Consumer’s Decision Journey

Non-Loyalty
Critical
(research & shopping) Moment
(ZMOT)
Quasi Loyalty

Desire to Blind Brand loyalty Purchase

Purchase Decision

Post-Purchase experience
Krishna Koppa Digital Marketing
 Factors that determine this Critical
Moment are driven by . .

DIGITAL MARKETING !!

Krishna Koppa Digital Marketing

 Old Marketing Paradigm

Clutter

Brand Message Consumer

Old Marketing Paradigm : Pushing messages through background clutter

Krishna Koppa Digital Marketing

 New Digital Marketing Paradigm

Clutter

Search Marketing

Mobile Marketing

Digital Lens
Social Media

Brand Msg Websites Msg Consumer

Msg
Video Marketing

Digital Storefronts

Gamified Spaces

New Digital Marketing Paradigm : Marketing messages must be fragmented

and fed in to digital channels to reach consumers at right moment

Krishna Koppa Digital Marketing

 ZMOT : Critical moments

Krishna Koppa Digital Marketing

 Traditional Vs Digital Marketing

Krishna Koppa Digital Marketing

 Traditional Vs Digital Marketing

Krishna Koppa Digital Marketing

 Technology behind Digital Marketing

Development of technology and

Marketing Evolution are intertwined

New Tech emerges and is initially the preserve

1 of early adapters

Tech gains firm foothold in the market and

2 starts becoming more popular, putting it on
marketing radar

Innovative marketers jump to explore ways

3 that harness power of this tech to connect
with target audience

Tech migrates to the mainstream and is

4 adapted into standard marketing practice

Krishna Koppa Digital Marketing

 Technology behind Digital Marketing

These technologies have altered the Relationship between

Marketers and Consumers
But.. Marketing is not about technology
Marketing is about people
Technology becomes interesting to Marketers when
It connects people with other people effectively

Technology has the ability to open up completely new markets

and completely shake up existing ones !

Krishna Koppa Digital Marketing

 Internet : Disruption or Opportunity?

Krishna Koppa Digital Marketing

 Internet : Disruption or Opportunity?

Internet
Software applications that run on
DIGITAL it
TECHNOLOGY Devices that allow people to
connect to both network and each
other

DIGITAL TECHNOLOGY is the single most disruptive development

that has dwarfed all those that have come before it !

Krishna Koppa Digital Marketing

 Evolution of global network of people

“Highway of thought” “Come here, I want to See You”

Telegram Telephone
Abott: 1746 : Electric Shock for monks Alexander Graham Bell : 1877
Joseph Henry : 1830 : Long Distance Bell Elisha Gray : Few hours earlier
Samuel Morse : 1842 : Morse Code
1850 : 12K + miles of lines in US

Seed of
Internet
USSR’s Sputnik Launch : 1957
USA’s Advanced Research Project Agency (ARPA) : 1958

Krishna Koppa Digital Marketing

 Evolution of global network of people

“Precursor to Internet” “Internet’s Killer Application”

ARPANET E-Mail
Joseph Carl: 1962 : Sown the seeds Timlinson : 1971 : 1st Email in ARPANET
ARPANET : 1966 Birth of @ sign in mails !
IBM and others were sceptical
46 institutes connected : 1974

INTERNET
Vincent Cerf (father of Internet) : 1974
Now with Google !
TCP was first used
Krishna Koppa Digital Marketing
 Evolution of global network of people

“Making Connections”
TRUE
INTERNET
WEB
TCP/IP : 1983 Tim Burners Lee : 1989
1000 hosts : 1984 WWW : 1991
1,00,000 + hooked on to internet: 1989 First web page : 1991
.com : 1989

“Explosive”

WWW
850% growth between 1991 and 1997
18,957 users : 1995
3,42,081 : 1996
700 Mn : Now !
Krishna Koppa Digital Marketing
 Evolution of global network of people

“Midas Touch” “Boom, Boom Bang!”

Dot.com
WWW
burst
Silicon Valley was set up Similar to what happened to
Amazon, Yahoo, eBay, Google Radio, Telegraph,
Telephones etc

“Back to Lost Glory”

Recovery
Google search engines
High Speed Internet

Krishna Koppa Digital Marketing

 How adoption of tech influences consumer behavior?

1 2 3
Tech is levelling the Relevance filtering is
Interconnectivity
info playing field increasing

4 5
Micropublishing of
Niche aggregation is
personal content is
growing
blossoming

6 7
On-demand; any
Rise of ‘Prosumer’ time, any place,
anywhere

Krishna Koppa Digital Marketing

 Some digital customers data

Krishna Koppa Digital Marketing

 Some digital customers data

Krishna Koppa Digital Marketing

 Some digital customers data

Krishna Koppa Digital Marketing

 Some digital customers data

Krishna Koppa Digital Marketing

 Some digital customers data

Krishna Koppa Digital Marketing

 Big Questions?

What is a digital marketing strategy and why

do I need one?
How do I know if digital marketing is right for
my business?

How do I formulate a digital marketing

strategy?

Are my customers ready for digital marketing?

Krishna Koppa Digital Marketing

 To decide if my business needs Digital Marketing Strategy?

Is my Audience Are my products

1 online / is it /services /brands 2
going to be suited to digital
online? marketing

Krishna Koppa Digital Marketing

 Defining Digital Marketing Strategy

No ‘one-size-fits-all’ strategy

Every company has to ‘bake’ its own

strategy

Ingredients remain same

Results may vary

Best people to define digital marketing

strategy are the ones who know
business

Krishna Koppa Digital Marketing

 Components of Digital Marketing Strategy

Know your
Customers
Know Know your
what you Competiti
want to on
achieve

Know your
Know how
Business
you are
doing

Krishna Koppa Digital Marketing

 Defining Digital Marketing Strategy?

Know your business

• Is your business ready to embrace digital marketing?
• Are your products/services fit for online promotion?
• Do you have right tech/infra in place?
• Do those processes need to change?
• Are you and your employees ready to accommodate
changes?

Krishna Koppa Digital Marketing

 Defining Digital Marketing Strategy?

Know your competition

• Who are your competitors in digital market place?
• Are they same as your off line competition?
• What re they doing right? – Emulate them
• What are they doing wrong? – Learn from them
• What are they not doing? – Opportunity for you
• Competition can come from around the globe!

Krishna Koppa Digital Marketing

 Defining Digital Marketing Strategy?

Know your customers

• Who are your customers?
• What do they need /want…especially from you?
• Are you servicing the same customers online? Or
• Targeting a new demography/segment all together?
• How does this target uses digital technology?
• How can you use this technology to engage such
customers to build relations?

Krishna Koppa Digital Marketing

 Defining Digital Marketing Strategy?

Know what you want do?

• What you want to get out of digital marketing?
• Are you generating online sales? Or
• Create sources of targeted sales? Or
• Create brand awareness? Or
• Something else?
• Setting clear measurable, specific goals is the key

Krishna Koppa Digital Marketing

 Setting realistic goals is the key

You must be a world’s great archer – but if no one gives you a target to aim at,
What good will it do to you?

Krishna Koppa Digital Marketing

 Key traits of online customers

Key traits of Online customers

Digital
They want it
customers are
all, They want They are in
comfortable
it now Control.
with the
medium

They are
fickle.
They are vocal
Brand Loyalty?
Huh !!

Krishna Koppa Digital Marketing

 Digital Marketing Mix

PLACE PRICE
Internet - Transparent, Competitive
- through whatever source - Customer Value Proposition
Other digital spaces of - Value for Money /Time
interaction and engagement - Others are waiting to
highlight your prices online !
Digital
Marketing
Mix
- Online and Offline - Good offering with CVP
- Website/SEO/PPC/Affiliate Products that don’t fail
partnership/SM/E-mail/ - Customers can shout louder
Mobile/CRM/Content from a tallest building in
Mktg/Display media cyberspace!

PROMOTION PRODUCT

Krishna Koppa Digital Marketing

 WEBSITE
Hub of your digital world

Krishna Koppa Digital Marketing

 Big Questions on Website?

Why is website so important?

How to build an effective website?
How to structure the information on the website?
What is usability? And why one should care?
Why are accessibility and web standards are important?
What is responsive web design (RWD)?
How to create compelling web content?

Krishna Koppa Digital Marketing

 Website

Mobiles /
Smartphones

Connected
Computer screen
Television

Website is a shop window to your digital window. It is a place of your business

Website is a single piece of most valuable digital real-estate you won

You can change anything and everything on website, It is yours !

Krishna Koppa Digital Marketing

 Website

Traffic Conversion
Driver OR Engine

To drive targeted traffic to site Converting traffic in to

Online brochure prospects and customers
To tell what you are Traffic from all digital
channels are converted in to
tangible results
Conversion goals are the key

Krishna Koppa Digital Marketing

 Website – Conversion goals
GOALS

Website Direct : product information, online ordering, enquiry forms etc

acting as
Conversion
Indirect : brand and business information, building trust etc
Engine

GOALS
Actual online purchase (sales transaction)
Online enquiry (lead generation)
Subscribing for your news letter (future marketing)
etc

Multiple, layered goals can be designed

Primary, Secondary goals

Krishna Koppa Digital Marketing

 Building an effective web site

Effective and Not just Successful. ie Tarffic driver Vs

Conversion Engine

Effective website is convergence of business goals

and customer wants

Effective website is convergence of business goals

and customer wants

Krishna Koppa Digital Marketing

 Main steps in building an effective web site

1 2 3

Planning Design Development

Testing

6 5
Responsive Web
Deployment
Design (RWD)

Krishna Koppa Digital Marketing

 Before you start this…..

Know why you are building a website

Building usability and accessibility in your website

Words make website tick. Always have list of target

key words to optimize site

Know your competition.. If max no. of your keywords

are found there… They are your online competition
Know your competition.. If max no. of your keywords
are found there… They are your online competition

Krishna Koppa Digital Marketing

 While choosing domain name….

Make it catchy

Use country specific TLD (Top Level Domain)

You can buy multiple domain names to prevent

others to register the same

Consider different suffixes

Keywords in a domain name can be beneficial

Krishna Koppa Digital Marketing

 Different types of hosting websites

Types of hosting websites

Virtual
dedicated
Shared
hosting Dedicated
Hosting
(Virtual Hosting
accounts
Private Servers
- VPS)

Server Co- Cloud-based

location hosting

Krishna Koppa Digital Marketing

 Choosing a host company

1 Choose a host in the country where

you target market lives : SE delivers
local results based on host address

2 Make sure the host is reliable

3 What sort of support do they offers

4 Back up and disaster recovery

5 What do others think

6 Shop around

Krishna Koppa Digital Marketing

 Choosing a Web designer

1 Look at their own website

2 Examine their portfolio

3 Ask their customers for

recommendations

4 What is their online reputation

5 Are they designing sites to be found

6 Do they adhere to web standards

Krishna Koppa Digital Marketing

 Arranging information in Website

Start with Define your

your content
keywords : structure:
Themes,
Decides content
Categories &
and search terms
subcategories,
to rank high on
Summary to
SERPs
• Usability details
• Visibility
• Rank in SERPs
• Potential to
convert traffic

Your
Homepage:
Imp but lease
useful. Deeper
pages are better
than Homepage
for ‘search’ users

Krishna Koppa Digital Marketing

 Writing effective web content

1 Grab attention : Point from the start

2 Make it scannable : No uninterrupted text

3 Make it original : Unique, Original, Engaging

users, Relevant

4 Use the inverted pyramid : Main first,

details later…decreasing importance

5 Be consistent : Simple, Easy to ready,

Consistent

6 Engage with your reader : Talking to an

individual and not an audience !

Krishna Koppa Digital Marketing

 Dozen mistakes you must avoid in web design

1 Design does not speak for itself 7 User filtration : membership, CAPTCHA,
registration, link to FB or Google a/c

2 Noisy, Unorganized visuals 8 Unreachable contacts

Design manipulates /prohibits users

3 from spontaneity
3 Designs that will work only when…

4 Unclear /broken navigation & structure 4 Using splash pages : barrier to SEO
results

5 Confusing & misleading links 5 Old design and content

6 Long pages : length (horizontal or 6 No further analytics

vertical) and time

Krishna Koppa Digital Marketing

Krishna Koppa Digital Marketing
 Website – Hub of digital world

Blog

Google+ Youtube

Website

Twitter LinkedIn

Facebook

Peripheral networks may change but the structure remains same

Krishna Koppa Digital Marketing
 Website and SEO

“Provide high quality content on your

pages, especially your homepage. This
is the single most important thing to
do”
- Google

Krishna Koppa Digital Marketing

 Website and SEO

1 Create link worthy content : 6 Create Meta-tags & meta-

Expert content only you can write description : find SEO plugins
2 Invite Social sharing : Make it 7 Let keyword density develop
easy to share the content naturally: Keep focus on content

3 Have a focus keyword for 8 Develop alternate text for

each page: For better SERP ranking images: SEs see images in terms of
texts
4 Use clear Web address: Use
keywords here too 9 Link social assets: Make sure
there is free flow of traffic from website
5 Have keywords in title of the and the social assets
page: in first four words

Krishna Koppa Digital Marketing

 What Are Meta Tags?

Meta tags are snippets of text that describe a page’s content; the meta tags don’t appear on the
page itself, but only in the page’s code. We all know tags from blog culture, and meta tags are more
or less the same thing, little content descriptors that help tell search engines what a web page is
about.

Krishna Koppa Digital Marketing

 Some types of Meta Tags

• Meta Keywords Attribute - A series of keywords you deem relevant to the page in
question. Are abused much. Google does not use these now in its algorithm

• Title Tag - This is the text you'll see at the top of your browser. Search engines view this
text as the "title" of your page. Too important and used much now a days

• Meta Description Attribute - A brief description of the page.

Krishna Koppa Digital Marketing

 Website – Personalization for effective content strategy
One can know personal details of the
visitor of the site

• Geographical location of the

person
• Device and browser they are
accessing the site with
• The operating system of the
device used to access site
• The website the person was
referred from
• How the person has interacted
with your website in the past

Krishna Koppa Digital Marketing

 Other Tools for Success

Driving success • Not appropriate for all websites

with Landing • Landing pages with small PPC
pages and PPC campaigns
• Landing pages are different from
other web pages
• User visit this page as
‘destination’ from some other
offer or CTA (call to action)
• Landing page has limited off-
navigation : Many inlets but not
more than one outlet

Krishna Koppa Digital Marketing

 Other Tools for Success

• If the users does not see interest

Remarketing in a page, they ‘bounce’
• A bounce rate is when someone
hits the page and ‘bounces’
before performing any action on
the page
• Google AdWords and AdRoll are
a great way to increase
exposure and conversions by
displaying image ads to visitors
to the landing page

Krishna Koppa Digital Marketing

 Other Tools for Success

Few CTAs (conversion goals) on

Tactics for landing page
conversion
• Include ‘premium content’ on
your website that is available to
registered members
• Create a content that can be
sent to users via a e-mail
• Create compelling CTA – like free
service, free consultancy,
discount coupon etc.

Krishna Koppa Digital Marketing

 Other Tools for Success

Measuring traffic against your

Measurement conversion goals is an imp task
and Analytics
• Applying the knowledge gained from
analysis and making changes in
website

• Google Analytics
• Mint
• KISSmetrics
• Mixapanel

• A/B testing
• Control page and Challenge page
Krishna Koppa Digital Marketing
 Other Tools for Success

Behavioral Aanlytics
Measurement
and Analytics • Real-Time Visitor Reporting
• Woopra : an application used to
see real-time visitors by location,
referral source, top page,
recurring visitors
• Clicky Web Analytics
• Google Analytics
• Visitor visualization
• Crazyegg : Just like heat maps.
One can know where user is
clicking on the page
• ClickTale : Incl Mouse movements
!
Krishna Koppa Digital Marketing
 Vs

Krishna Koppa Digital Marketing

 is an internet advertising model used to direct traffic to websites,
PPC (Pay
in which advertisers pay the publisher (typically a website owner)
Per Click) when the ad is clicked.

It is defined simply as “the amount spent to

get an advertisement clicked”
It is also called as CPC (cost per click)
PPC displays “Advertisements” also known as “Banner Ads”

More popular the keywords are, More costly PPC is

Krishna Koppa Digital Marketing

 PPC

Krishna Koppa Digital Marketing

 PPC leading
to
Call To Action
site and not
increasing
traffic to
homepage/
just one site

Krishna Koppa Digital Marketing

 Search Engines
SEO /SEM

Krishna Koppa Digital Marketing

 SEO

Learning Objectives

• Are customers finding you? Why search is

so important?
• What is Search Engine? SEO?
• How huge it is?
• Is it SEO or Optimizing your site for Search
• SEM and SEO
• What is black-hat SEO and how to avoid it?

Krishna Koppa Digital Marketing

 SEO

Search or Social Media

Which one is a Winner ?

Krishna Koppa Digital Marketing

 SEO /SEM : Are they still holy grail for Marketers?

• Earlier, it was Search. Search. Search!

• Social Media peeping in to compete
• Growth of mobiles shifted limelight from SEO to SM

• In 2010, More FB visitors than Google !!

• In 2013, Organic search traffic dropped by 6% while
social referrals doubled !

Is ‘Search’ loosing sheen?

Krishna Koppa Digital Marketing

 SEO /SEM : Are they still holy grail for Marketers?

• Getting volume of traffic is just a part of job!

What is more Important and needed is……

 Getting right targeted audience is more imp

 Getting your information in front of highly targeted
audience is more imp – precisely at the moment
when they are needing it!
 Getting Conversions is more important

Krishna Koppa Digital Marketing

 Website – Hub of digital world

Blog A virtual, global

shopping place,
Google+ Youtube
Place of transactions

Website Place of
interactions/engage
Twitter LinkedIn ment

Real Business/Real
Facebook People/Real Time

Krishna Koppa Digital Marketing

 Why ‘SEARCH’?

• Customer randomly choosing your website. What is

the possibility?

Unless they know, learn about your site…they don’t visit

 By word of mouth (online/offline),

 Traditional advertising
 Following a link from another site
 Clicking on link on SERP

Krishna Koppa Digital Marketing

 Why ‘SEARCH’?

• Popular sites (and specific, niche sites) can be

remembered and accessed directly / social media
• Or mobile apps
• For all other sites? Customer obviously can not
remember URL of all other sites !!

Customer finds Search Engine as a savior

Krishna Koppa Digital Marketing

 Search Engine Industry

• Search Engine Industry – is still in early stages of

growth!
• Billions of pages get searched by engines
• Yahoo!, Bing, Ask and Google
• Google, started in 1998, lot of miles ahead of others!

The industry is growing but evolving.

Digital marketers need to learn to shoot at moving
target.

 SEO is mix of several factors

• Quality of site’s architecture, content, influence of other
web sites, social channels, endorsements,

Krishna Koppa Digital Marketing

 Search Engine Industry

In 2013, no of searches per month in

US were equal to 2.5 times
population of the earth

Trends across other countries are no

way different !

Krishna Koppa Digital Marketing

 Search Engine Industry – few imp points to know

• 70%-80% of the users ignore paid ads. Instead they

focus on organic search results
• 75% of the users don’t even go past first page
• Companies that blog have 400% more indexed pages
• More indexed pages mean more leads
• SEO leads have high conversion close rates. 14.6%
closure rates as compared to 2% of direct marketing

 18% of the clicks take the site to #1 position pon

Google search page. 10% to #2 position and 7% to #3
position

Krishna Koppa Digital Marketing

Krishna Koppa Digital Marketing
 How Search Engines work?

How do search engines work?

Why should a marketer know it?
Is it not too technical?

Is it Search Engine Optimization?

Or Optimizing your site for Search?

Krishna Koppa Digital Marketing

 How Search Engines work?

Mission of Search Engines

Timely Relevant
Results Results Reason of
existence of any
High Search Engine
Quality
Results

Krishna Koppa Digital Marketing

 How Search Engines work?

Search Engines : Their goals

Better
experience of More the
the user, Users, More
Better the advertisers,
reputation of More
the Search Revenues
Engine

Krishna Koppa Digital Marketing

 How Search Engines work?
SEM

SEO
Krishna Koppa Digital Marketing
 SEO
Optimizing the site for search engines

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

• SEO is not a rocket science

• It is Simple….But not easy
• Just understand why a site comes in top in ranking and
then replicate and join the list !
Some tips
• Google Webmaster Central
• http://www.google.com/webmasters

• Bing Webmaster Tools

• http://www.bing.com/toolbox/webmaster

• Yahoo! Web publishing Tools

• http://www.tools.search.yahoo.com/about/
forsiteowners.html
Krishna Koppa Digital Marketing
 Steps in Optimizing your site for the engines
1. Make your site easy to crawl
2. Words are the foundations for SEO
3. Choosing effective keywords
4. Analyze the competition
5. What to do with Keyword List?
6. Long-tail Vs Short-tail keywords
7. Focus on one page at a time
8. Give each page a unique theme
9. Choose your page titles carefully
10.Give each page a unique meta description
11.Make navigation easy for users and search engines
12.Tag visual content for search engines
13.Enhance Search Engine listings
14.Content and the search engine
15.Keywords in content
16.Links – second only to content
17.Submitting your site URL and sitemap to search engines
18.Local SEO
19.Start All over Again !!
Krishna Koppa Digital Marketing
 Optimizing your site for the engines

1 Make your site easy to crawl

• Least difficult for engines to index your website

• Site must not present hurdles to search engine spiders
• Spiders are interested in text, text, text and not
images/animation
• Each page to be visited by a simple text based hyperlink

• ‘Window dressing’ is important but not too that extent that

your site discourages spiders to crawl on you !

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

1 Make your site easy to crawl

Spider Traps : Avoid these

JavaScript
All Flash Website Frames
Navigation

Image maps and

Dynamically
other non-text AJAX
generated pages
navigation

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

2 Words are the foundations of SEO

• You must know what ‘key words’ that are being typed by
users
• Search engines understand meaning of keywords…. Context
of search and semantic search

• Just focusing on meaning of keywords : May not help. This

kind of searching is declining

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

3 Choosing effective keywords

• Know your target market /audience very very well

• Put yourself in their shoes!
• Play around ‘Seed’ Keywords and find combination of search
terms and find results
• Understand why some sites are on the top on these
‘keywords’… Analyze them !

• Some tools for keywords suggestions

• Google Adwords : http://bit.ly/GoogKWTool
• SEO Book : http://bit/ly/UDMSEOBook
• Trellian’s : http://bit.ly/KWDiscovery
• Or just go and search in the engine !!

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

3 Analyze the competition

• There are tools that give you ‘keyword’ wise competition list
…Sites being ranked well on such words
• www.SEOtoolset.com or www.compete.com

• Get target audience in a group and brainstorm

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

5 What to do with Keywords List?

• Narrow it to more manageable size : based on money, time,

other resources capabilities
• Avoid general keyword : You will find yourself in a jungle !
• Balance between ‘Keyword Search Volume’ and ‘Keyword
Specificity’ that would drive targeted market towards you

• Keywords must ideally be ‘2-3 words long’ !!

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

6 Long-tail Vs Short-tail keywords

• Short-tail keywords = high tarfficked

• Long-tail keywords = low trafficked

‘hotel’ or ‘cheap hotel’ or ‘hotel in Bangalore’

Vs
‘Cheap hotel in central Bangalore’

Phrases must satisfy

1. Volume : No of people using the term to search
2. Competitiveness and Relevance
3. Profitability : based on products/services with best margin

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

7 Focus on one page at a time

• Is it Site Optimization or ‘Page optimization’?

• New pages get created to Use the chosen keywords

• Search engine does not present site to user…It presents a

page !
• Each page to have different keyword to reflect the content of
the page

• Isolate important keywords in the market and create

individual pages with unique, relevant and small number of
keywords

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

8 Give each page a unique theme

• Give uniqueness to each page

• Home page, product page, services page, etc

• Optimization becomes more specific

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

9 Chose your page titles carefully

• HTML tag that lives in the heading of the web page

• = ‘clickable’ blue ink title what search engines show to users
in SERPs

This is very important for following reasons

• Search engines use this factor to rank your page
• This is the first glimpse the user see !

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

10 Give each page Meta-description

• HTML tag = invisible to user but visible to search engines

Search engines using meta tags is very inconsistent….

Not much useful yet not at all a problem !

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

11 Make navigation easy for visitors and search engines

• Search engines use Site Structure to decide on relative
importance of pages
• Sites linked to main page are important
• Deeper (secondary and tertiary pages are less relevant)

• Words used in Navigation are also keywords!

• So, use specific terms and not general terms for navigation
• Ex : don’t use ‘product’ or ‘services’

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

12 Tag Visual content for Search Engines

• Tag the images
• One can use ALT description to images and captions

Engines are becoming much better in identifying images now a

days.

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

13 Enhance Search Engine Listings

• Data Markup = way of providing additional meaning and
context to the search engines about the content of the page

• Eg : Reviews, Star ratings, Dates, Events, etc….

• The data within the site can be tagged

• www.schema.org

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

14 Content - the most important thing on your web site

• Content is the reason why users want to visit a site
• Content = All of the text (what spiders see) + visuals,
animation, videos, banners, graphics (what spiders don’t see)

• Content is written for human audience and not search engine

spiders
• Human Audience first and then spider friendly !

• What a web content should be : is already covered in last

chapter

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

15 Content and the search engines

• Search engines are becoming smarter
• They, no more, rely on meta-tag searches
• They look at analyze and interpret content

• 2 things are most important

• Relevance of the content
• Authority (originality) of the content

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

16 Keywords in Content
• Balance between Keywords and Content !
• Write the content for users – keeping keyword in mind for
each page
• Do not worry much !

• Search Engines have started understanding semantic

relations between words, phrases, context of search by user

• Leave the work to Search Engines. They are smarter now!

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

17 Links – only second to content

• Nothing is better than having high quality inbound links to
the website
• If you have great content – you can attract inbound links from
‘authority’ websites or other links
• Piggy ride on websites with high impact

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

18 Links – only second to content

• Nothing is better than having high quality inbound links to
the website
• If you have great content – you can attract inbound links from
‘authority’ websites or other links
• Piggy ride on websites with high impact

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

16 Links – only second to content

Why links are so important

• Search engines try to fulfil user’s search request
• To decide which pages in their index are relevant
• Then, rank the pages in terms of quality and importance

• Search engines, unlike humans, can not understand quality of

pages !!
• Thus, engines have to settle for other criteria
• Quantity and quality of references – or links- to rank that page
• Each link is a vote of confidence
• Boosts overall rankings in SERPs

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

16 Links – only second to content

Role of internal and external links

• External links : links that reside on your pages but do not belong to
domain = links from other website
• External links give boost to ranking in SERPs

• Internal links : links that reside on your pages and belong to your
domain = links from your own website
• Best way of ‘distributing’ the authority accrued by your more popular
pages to other pages you want to rank for

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

16 Links – only second to content

How to get good links?

• Linking just for sake of getting ranked? : Risky and may get black listed by
engines !!

Getting high quality links through ethical means

1. Generate valuable content that others want to link to
2. Let people know your site is out there : Blogs, promotion, email listings etc
3. Create your own blog
4. Network, network, network !
5. Ask the people who are linked to your competitors : SearchMetrics, LinkDex etc
6. Encourage links within content and with descriptive anchor text
7. Submit your site to high-quality directories : www.dmoz.com, dir.yahoo.com
8. Use link bait
9. Offer to swap links with a select few relevant, high quality sites

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

17 Submitting your site URL and sitemap

• Not necessary anymore, if you have followed earlier 18 steps !
• Spiders can easily find you

• However, no harm in submitting your site and site map to

engines
• May not improve your rankings but help engine spiders crawl
effectively and indexing is done faster

• Sitemap protocol was introduced by Google in 2005

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

18 Local SEO
• If you are getting all of your customers locally, you must
consider local SEO
Important tips
1. For local SEO, create a local profile on Google
2. NAP citations : Name, Address, Phone number
3. Lots of reviews : Preferably good ones

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

19 Start all over again !

• All 18 steps over... Job done in optimization? NO !

Measure

Refine Monitor

• Optimization is dynamic, iterative, ongoing process

Krishna Koppa Digital Marketing

 Optimizing your site for the engines

19 Start all over again !

• http://bit.ly/UDMSEOBook : for best SEO resources

Krishna Koppa Digital Marketing

 Search Engine in Digital Marketing

Organic Paid
results results

SEO – Search SEM – Search

Engine Engine
Optimization Marketing

Krishna Koppa Digital Marketing

 How Search Engines work?
SEM

SEO
Krishna Koppa Digital Marketing
 SEM – Search Engine Marketing

SEM – Search Advertising on

Engine Search engine
Marketing

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

What is How does

SEM? SEM work?

How to use Why use

SEM? SEM?

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

SEM is a Paid-Search is nothing but advertising

on search engine.
You pay search engines (Google/Bing etc) for
the privilege of getting searchers to click on
your advertisements to come to your website

= PPC : Pay Per Click

= CPC : Cost Per Click

= CPM : Cost Per Thousand

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

• When a searcher enters a query, engine

returns Organic results
• It also determines which ads to show that
are relevant

These ads may sit adjacent to or above the organic

results
They used to be text-based ads…Now, may come with
enhanced listings with images, and other data
They may include Price, product details etc

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

PPC keywords are bid on by advertisers in an auction

style
Higher the bid, higher is the placement in SERPs and
visibility of the ad
‘Quality Quotient’ is also used to place ads. : Quality of
PPC content and Quality of landing page (Eg : google
AdWords’ Quality Score)
‘CTR – Click through rate : Popularity of the ad, How many Clicks an ad gets?

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

Many reasons to use SEM.

Generate traffic while waiting for your SEO to kick in

1
with organic results

2 Highly Targeted ads means a better chance of conversions

- you pay only when targeted customer clicks !
- Geographical targeting made easy
- Higher ROI for investment

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

Many reasons to use SEM.

- Other benefits of using SEM

1. Full financial control

2. Full editorial control – over every aspect of campaign
3. Testing, tracking and tweaking on the fly (CTR comparisons)
4. Improve your reach : different keywords mean different
targets
5. Transcend the boundaries of SERPs : Not just on Engines’
websites, but also on their affiliate pages (Eg : Google and
Gmail)

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

How to get started and make best use of

SEM?
- Automated wizards of engines have made it easy to
register for SEM (may take max 30 minutes!)

1. Choose your keywords wisely (Different Keywords : Brand / Product

Specific, Generic /Long-tail / misspellings / Negative keywords)

2. Match Types (Match types may affect CPCs and quality score)

3. Important points to keep in view (Optimizing your ads, Converting

customers, Measure everything and test)

4. Understand downsides of SEM (Very few but biggest downside is

increasing cost of PPC due to increased number of companies going for SEM
and plethora of keywords)
Krishna Koppa Digital Marketing
 SEM – Search Engine Marketing

1. Choose your keywords wisely

A Brand keywords : They may include variations

Eg : Sony, Sony Electronics,

B Product Specific keywords :

Eg : Television, Walkman, Curved TV etc

C Generic Keywords :
Eg : TV, Company, Japan, LED, LCD, Service

D Log-tail Keywords :
Eg : Best TV in the world, Innovation in Electronics etc
E Misspellings:
Eg : Televesion, Sony expeeria, etc : Less expensive PPC
F Negative keywords:
Eg : Caribbean Cruise or Star Cruise (Do add –Tom to avoid being shown when Top
Cruise is searched)
Krishna Koppa Digital Marketing
 SEM – Search Engine Marketing

2. Match Types (Match types may affect CPCs and quality score)

A Exact Match

B Phrase Match

C Broad Match

D Broad Match modifier

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

Exact Match
Ads may show on searches for Ads won't show on searches for
Keyword
men's garments buy men's garments
men's garments men’s garments on sale
mans’ garments
looking for men's garments

Phrase Match
Ads may show on searches for Ads won't show on searches for
Keyword
men's garments Male’s garments

men's garments man's garments Man’s formal garments

buy men's garments Male’s casual garments

Broad Match Keyword Ads may show on searches for

garments for males
men's garments apparels for men
looking for used clothing for men

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

3. Important points to keep in view (Optimizing your ads, Converting

customers, Measure everything and test)

A Optimizing your ads

• Be specific, Must entice searchers to click,,,and buy !! Else waste of money

B Converting clicks to customers:

• Convert prospects to paying customers
• Don’t direct clicks to homepage… instead direct them to CTA (click to action)
page or a landing page
• Lower or nil conversions mean just clicks and traffic…and waste of money

C Measure everything and Test

Start small
Track the campaign carefully
Try different ad combinations, different landing pages, different keywords,
Measure how changes impact CTR, Conversion rates and Cost per conversion

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

Pay-per-click is calculated by dividing the advertising cost by the number of clicks

generated by an advertisement. The basic formula is:

Advertising cost ($)

Pay-per-click ($) =
Ads clicked (nos)

Flat-rate PPC
In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be
paid for each click.

The flat-rate model is particularly common to comparison shopping engines, which

typically publish rate cards

Bid based PPC

The advertiser signs a contract that allows them to compete against other advertisers in a
private auction hosted by a publisher or, more commonly, an advertising network.

Each advertiser informs the host of the maximum amount that he or she is willing to pay
for a given ad spot (often based on a keyword

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

Top 10 tips for SEM success

1. Define goals and objectives
2. Target your search account to your website : create individual ad groups
around products you have pages for
3. Keep relevant keywords – unique and minimum
4. Write creative for each ad group and run 3-4 variations to test which
works better
5. Think carefully about match types.. Not necessarily broad options work
always !
6. Include as many as negative keywords
7. Decide if to do in-house or through an agency
8. Focus on ‘Quality Score’ and user experience
9. Keep closer eye on competition and search landscape
10. Optimize your website and accounts continuously…

Krishna Koppa Digital Marketing

 Integrating SEO and SEM

Increase
Conversion
SEO SEM Rates

Effective in Log-term Instant gratification

Low cost acquisition model • Google does not allow
• SEO to be used to get clarity on keyword tracking analytics.
targeting terms of SEO strategy So PPC is helpful in
creating keywords for SEO
• Best for testing CTR
• Helps in reducing bouncing
rates and increases Quality
Score

Krishna Koppa Digital Marketing

 Search Engine in Digital Marketing

Organic Paid
results results

SEO – Search SEM – Search

Engine Engine
Optimization Marketing

Krishna Koppa Digital Marketing

 How Search Engines work?
SEM

SEO
Krishna Koppa Digital Marketing
 SEM – Search Engine Marketing

SEM – Search Advertising on

Engine Search engine
Marketing

Krishna Koppa Digital Marketing

 What is How does
SEM? SEM work?

How to use Why use

SEM? SEM?

Krishna Koppa Digital Marketing

 SEM is a Paid-Search is nothing but advertising
on search engine.
You pay search engines (Google/Bing etc) for
the privilege of getting searchers to click on
your advertisements to come to your website

= PPC : Pay Per Click

= CPC : Cost Per Click

= CPM : Cost Per Thousand

Krishna Koppa Digital Marketing

 • When a searcher enters a query, engine
returns Organic results
• It also determines which ads to show that
are relevant

These ads may sit adjacent to or above the organic

results
They used to be text-based ads…Now, may come with
enhanced listings with images, and other data
They may include Price, product details etc

Krishna Koppa Digital Marketing

 PPC keywords are bid on by advertisers in an auction
style
Higher the bid, higher is the placement in SERPs and
visibility of the ad
‘Quality Quotient’ is also used to place ads. : Quality of
PPC content and Quality of landing page (Eg : google
AdWords’ Quality Score)
‘CTR – Click through rate : Popularity of the ad, How many Clicks an ad gets?

Krishna Koppa Digital Marketing

 Many reasons to use SEM.

Generate traffic while waiting for your SEO to kick in

1
with organic results

2 Highly Targeted ads means a better chance of conversions

- you pay only when targeted customer clicks !
- Geographical targeting made easy
- Higher ROI for investment

Krishna Koppa Digital Marketing

 Many reasons to use SEM.

- Other benefits of using SEM

1. Full financial control

2. Full editorial control – over every aspect of campaign
3. Testing, tracking and tweaking on the fly (CTR comparisons)
4. Improve your reach : different keywords mean different
targets
5. Transcend the boundaries of SERPs : Not just on Engines’
websites, but also on their affiliate pages (Eg : Google and
Gmail)

Krishna Koppa Digital Marketing

 How to get started and make best use of
SEM?
- Automated wizards of engines have made it easy to
register for SEM (may take max 30 minutes!)

1. Choose your keywords wisely (Different Keywords : Brand / Product

Specific, Generic /Long-tail / misspellings / Negative keywords)

2. Match Types (Match types may affect CPCs and quality score)

3. Important points to keep in view (Optimizing your ads, Converting

customers, Measure everything and test)

4. Understand downsides of SEM (Very few but biggest downside is

increasing cost of PPC due to increased number of companies going for SEM
and plethora of keywords)
Krishna Koppa Digital Marketing
 1. Choose your keywords wisely

A Brand keywords : They may include variations

Eg : Sony, Sony Electronics,

B Product Specific keywords :

Eg : Television, Walkman, Curved TV etc

C Generic Keywords :
Eg : TV, Company, Japan, LED, LCD, Service

D Log-tail Keywords :
Eg : Best TV in the world, Innovation in Electronics etc
E Misspellings:
Eg : Televesion, Sony expeeria, etc : Less expensive PPC
F Negative keywords:
Eg : Caribbean Cruise or Star Cruise (Do add –Tom to avoid being shown when Top
Cruise is searched)
Krishna Koppa Digital Marketing
 2. Match Types (Match types may affect CPCs and quality score)

A Exact Match

B Phrase Match

C Broad Match

D Broad Match modifier

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

Exact Match
Ads may show on searches for Ads won't show on searches for
Keyword
men's garments buy men's garments
men's garments men’s garments on sale
mans’ garments
looking for men's garments

Phrase Match
Ads may show on searches for Ads won't show on searches for
Keyword
men's garments Male’s garments

men's garments man's garments Man’s formal garments

buy men's garments Male’s casual garments

Broad Match Keyword Ads may show on searches for

garments for males
men's garments apparels for men
looking for used clothing for men

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

3. Important points to keep in view (Optimizing your ads, Converting

customers, Measure everything and test)

A Optimizing your ads

• Be specific, Must entice searchers to click,,,and buy !! Else waste of money

B Converting clicks to customers:

• Convert prospects to paying customers
• Don’t direct clicks to homepage… instead direct them to CTA (click to action)
page or a landing page
• Lower or nil conversions mean just clicks and traffic…and waste of money

C Measure everything and Test

Start small
Track the campaign carefully
Try different ad combinations, different landing pages, different keywords,
Measure how changes impact CTR, Conversion rates and Cost per conversion

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

Pay-per-click is calculated by dividing the advertising cost by the number of clicks

generated by an advertisement. The basic formula is:

Advertising cost ($)

Pay-per-click ($) =
Ads clicked (nos)

Flat-rate PPC
In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be
paid for each click.

The flat-rate model is particularly common to comparison shopping engines, which

typically publish rate cards

Bid based PPC

The advertiser signs a contract that allows them to compete against other advertisers in a
private auction hosted by a publisher or, more commonly, an advertising network.

Each advertiser informs the host of the maximum amount that he or she is willing to pay
for a given ad spot (often based on a keyword

Krishna Koppa Digital Marketing

 SEM – Search Engine Marketing

Top 10 tips for SEM success

1. Define goals and objectives
2. Target your search account to your website : create individual ad groups
around products you have pages for
3. Keep relevant keywords – unique and minimum
4. Write creative for each ad group and run 3-4 variations to test which
works better
5. Think carefully about match types.. Not necessarily broad options work
always !
6. Include as many as negative keywords
7. Decide if to do in-house or through an agency
8. Focus on ‘Quality Score’ and user experience
9. Keep closer eye on competition and search landscape
10. Optimize your website and accounts continuously…

Krishna Koppa Digital Marketing

 Integrating SEO and SEM

Increase
Conversion
SEO SEM Rates

Effective in Log-term Instant gratification

Low cost acquisition model • Google does not allow
• SEO to be used to get clarity on keyword tracking analytics.
targeting terms of SEO strategy So PPC is helpful in
creating keywords for SEO
• Best for testing CTR
• Helps in reducing bouncing
rates and increases Quality
Score

Krishna Koppa Digital Marketing

 Social
Media

Krishna Koppa Digital Marketing

 Social Media – What will we study?

How is it changing
What do we mean by
Digital Marketing
Social Media?
landscape?

What are rules of SM Why should you get

engagement? involved?

How can customer How can you harness

inputs help you to do power of SM to reach
business effectively? and engage customers?

Krishna Koppa Digital Marketing

 Social media is fusion
of Sociology and
Technology

Need to interact with

others is hard-coded
in our DNA !

Krishna Koppa Digital Marketing

 Social Media – What is it?

Social media is the umbrella term for web-based software and

services that allow users to come together online and exchange,
discuss, communicate and participate in any form of social
interaction

Social media or Web 2.0 is any web-based environment that

allows users to easily create, publish and share content.

The User is able to control the data, to create modify, discuss an

share internet content.

Krishna Koppa Digital Marketing

 What does
it include?

Krishna Koppa Digital Marketing

 Social Media – What does it involve?

The interactions may include Text, Audio, Images, Video and

other media – individually or in any combination

It can involve generation of new content or /and

recommendations/sharing of existing content

Review and rating of products, services, brands

Discussing hot topics of the day

Pursuing hobbies, passions and interests

Sharing of experience and expertise

Almost Anything that can be distributed through digital channels

Krishna Koppa Digital Marketing
 Social Media – Is it New?.... Not really !

Some older Social media-

Dial-in-bulletin board evolution immediately after
services (DBBS) Internet Innovation

Online Communities Designed for Innovators and

like Compuserve, Early Adapters
Prodigy – allowed to post
messages
Remember ‘Chasm’?
Usernet Groups (early
online discussion
groups)

IRC (Internet relay

Chats) brought in real-
time chat : Yahoo Chats
Discussion rooms

Krishna Koppa Digital Marketing

 Social Media – A critical media today

Today’s Social Media for Marketers

It is Naturally
Compelling : We are Make or Break Dilemma !
biologically programmed to
be social Consumers can talk positively
as well as negatively – that to
faster, spreading the sharing
like a wild-fire.
You cant control this open
SM is nothing to be conversation !
afraid of : Rules are But, SM is actually all about it –
dictated by consumers and
not marketers people talking, sharing,
connecting with people

Krishna Koppa Digital Marketing

 Why it is good for marketers to get involved in SM?

People are talking about you,

whether you like it or not.

Be part of it and try to have

positive influence on its
direction

Its better to listen to them,

engage them and not wander
away from it.
Talk to them – not at them.
Listen to them !

Krishna Koppa Digital Marketing

 Why it is good for marketers to get involved in SM?
Key benefits for Marketers
Happier Customers

Deeper Get insights Your

Engagement not available customers
with any other are online Provided Feedback
customers way everyday

Create Better Products

Evangelize

More Customers

Krishna Koppa Digital Marketing

 Why it is good for marketers to get involved in SM?
Other benefits of Social media for Marketers
Stay Informed : Find out what your customers really think – Know them, Know their perceptions,
without being intrusive

Raise your Profile: Helps you appear responsive, authoritative in your field.

Level the playing field: Traditional focus groups and research/surveys are expensive. Even small
players can afford social media.

Influence the influencers: Active participants are targeted influencers. Create Buzz

Nurture Brand advocacy: Engage people with +ve attitude towards your brand. They can be
your employees!

Pass it on: SM has great capacity for viral propagation. Leads to viral marketing. Online equivalent
of word-of-mouth…. But this travels faster and further !

Wisdom of the crowd: Generate Ideas. Thousand heads are better than one while addressing
business problems. Nothing to loose !

Krishna Koppa Digital Marketing

 Different forms of Social media

Most Social Websites do not sit in single categories… But combination of

these

Personal Discussing
Creating Exchanging Sharing Rating relative
interaction
merits

CONTENT
The content can be linked to

Anything
Other News Audio , that is
Blog posts Photographs distributed
websites articles Video
in Digital
form

Krishna Koppa Digital Marketing

 Different forms of Social media

Review and Social network

Blogs
Rating Sites Sites

Media Sharing
Podcasts
Sites

Forums and
Micro-blogging
Discussion Sites

Social media
Submission Wikis
Sites

Krishna Koppa Digital Marketing

 Different forms of Social media

1 Social media Submission Sites

What is it? How can marketer use this media?

 They are social book  Find out what people are interested in
marking sites
 You can actively submit  What is the buzz all about?. Understand
links to content you ‘like’
popular contents, look at reviews, what
for the people to rate and
rank they like and don’t like.
 More the votes, more is
the ranking and end up on  Amplify your exposure, traffic and online
home page reputations

 Submit relevant and interesting content

Major players / examples
 Raise your profile and become
authoritative in your field

Krishna Koppa Digital Marketing

 Different forms of Social media

2 Forum and Discussions

What is it? How can marketer use this media?

 Sites where anyone can  Get closer to your customers
sign in and start their own
online or email-discussion  Raise your profile
community on any topic
 General and Specific
verticals  Nip bad things in the bud. Direct the
groups towards positive goals

 Targeted traffic. Not just traffic

 Use links being allowed along with your

Major players / examples
signature – carefully.

Krishna Koppa Digital Marketing

 Different forms of Social media

2 Forum and Discussions

Krishna Koppa Digital Marketing

 Different forms of Social media

3 Media sharing sites

What is it? How can marketer use this media?

 Lets people share images,  Find what turns your target markets on
videos grouped around
topics  A ready-made vehicle for content
 Sharing of slides content
distribution
too is possible
 Can be micro in nature (6
second video looping, Eg :
vine.co)

Major players / examples

Krishna Koppa Digital Marketing

 Different forms of Social media

3 Media sharing sites

Krishna Koppa Digital Marketing

 Different forms of Social media

4 Review and rating sites

What is it? How can marketer use this media?

 They allow users to review  Advertising
and rate companies,
products, brands, services,  Insights in to what is good and what is not
books, music, hotels etc
 Can be a standalone site or
 Review component to  Find out what people really think
added to broader site like (satisfaction survey – directly from the
amazon.com field). Save money.

 Demonstrate good customer service

Major players / examples
 Competition tracking – of processes,
products and services

Krishna Koppa Digital Marketing

 Different forms of Social media

4 Review and rating sites

Krishna Koppa Digital Marketing

 Different forms of Social media

5 Social Network Sites

What is it? How can marketer use this media?

 Social utilities that connect you  Advertising – usually based on PPC.
with the people around you
 Allow users to build groups(s)
Targeting based on profile information and
with whom ‘friends’ can share actions
things of all sorts
 Rekindle old ones, reinforce
 Improve your online reputation and
new ones !
 Simultaneous, faster, bulk exposure – Companies are allowed to
communication create pages and have ‘fans’ and ‘likes’
 Choose whom you want to
share information
 Nurture social evangelists – attract brand
advocates and recruit and nurture brand
Major players / examples
ambassadors evangelists. They may be
inside the company too !

Krishna Koppa Digital Marketing

 Different forms of Social media

5 Social Network Sites

Krishna Koppa Digital Marketing

 Different forms of Social media

Krishna Koppa Digital Marketing

 Different forms of Social media

Krishna Koppa Digital Marketing

 Different forms of Social media

Krishna Koppa Digital Marketing

 Different forms of Social media

Krishna Koppa Digital Marketing

 Different forms of Social media

Krishna Koppa Digital Marketing

 Different forms of Social media

6 Blogs

What is it? How can marketer use this media?

 Acronym for WeB log  Potentially massive exposure – massive as
 Is a medium for self
expression. Any body can be
compared to online publishing
publisher
 Global blogging community –  Get Online exposure, traffic and inbound
blogosphere – is the home for
links
internet buzz
 Know popular blogs in your
industry  Best PR tool.
 Blogs have power to mould
and influence online opinions
 Consumer engagement – don’t use blogs
to promote products/brands directly. Use
Major players / examples
them as vehicles to educate customers

 Blogging helps in SEO too

Krishna Koppa Digital Marketing

 Different forms of Social media

6 Blogs

Krishna Koppa Digital Marketing

 Different forms of Social media

7 Podcasts

What is it? How can marketer use this media?

 Rich media extension of the  Listen learn – you can harness their
blogging concepts
 Chronological shows or series
understanding of their online community
of video/audio (digital media in your domain. Understand and learn
files) distributed over internet from feedback
 Users can offer their feedback
after each episode / show on
accompanying website or blog  Do it yourself – podcasting is to do.
Podcasting is an additional channel to
reach your market

 Gives perceptions to market that you are

Major players / examples
progressive digital player in the industry

Krishna Koppa Digital Marketing

 Different forms of Social media

7 Podcasts

Krishna Koppa Digital Marketing

 Different forms of Social media

8 Microblogging

What is it? How can marketer use this media?

 Gained popularity due to wide  Your finger on digital space. Gives you
spread adaption by well known
celebrities
access to high-profile thought leaders in
 Short Message broadcast (140 your industry
characters) = ‘status update’
column of FB
 Understand the influencers
 They offer an immediate
accurate barometer of public
opinion on the web  Communicate with your customers

 Raise your online profile

Major players / examples
 Generate traffic. Microblogging sites allow
links to content

Krishna Koppa Digital Marketing

Krishna Koppa Digital Marketing
 Different forms of Social media

9 Wikis

What is it? How can marketer use this media?

 Wikis are online collection of  Build a strong collaborative community of
web pages that are literally
open for anyone to create,
advocates around your brand. Inside
edit, discuss and comment. employees and outside customers
 Its all about mass collaboration
 Wiki means Quick !
 Harness the wisdom of the crowd

Major players / examples

Krishna Koppa Digital Marketing

 Different forms of Social media

Review and Social network

Blogs
Rating Sites Sites

Media Sharing
Podcasts
Sites

Forums and
Micro-blogging
Discussion Sites

Social media
Submission Wikis
Sites

Krishna Koppa Digital Marketing

 Different forms of Social media

Krishna Koppa Digital Marketing

 Social media sites – What’s next for them?

Social media forms are constantly evolving

New ones are constantly coming. Some fade away

Growing pressure on social media forms to make money

Push towards advertising. Reduced organic results

‘free marketing’ may come to an end

Krishna Koppa Digital Marketing

 Social media

How to get updates in one place, when you are using

multiple forms of social media?

Social Media Dash Boards – Dashboards lets you keep track of and
update your accounts on the move. Dashboards incorporate multiple social media
accounts across various platforms

They offer
• built-in statistics,
• measurements,
• scheduled updates,
• keyword monitoring

Krishna Koppa Digital Marketing

 Social media – Rules of engagement

In Social media you are dealing with human

relationships

People are least interested in your ‘sales pitch’

Social media is not about sending messages.

It is about getting response !
You need to be flexible and respond !

Krishna Koppa Digital Marketing

 Social media – Rules of engagement

Don’t push out

Be relevant,
Be Open, honest, ‘spammy’ messages
interesting,
Authentic and load social
entertaining
media

Respect ‘rules’ –
Look, Listen, Learn – follow guidelines of
familiarize before the media you have
you act chosen

Don’t jump in
Unprepared – Tgt
Respect people
group, Obj,
Measurement

Draw on what you

Respond to feedback
already know – Then
– don’t ignore
know them better

Krishna Koppa Digital Marketing

 Social media – Add it to your website

Integrate Social media components to your

website

Harness collective wisdom of the users

Allow customers/users to collaborate with

you
Community itself can get engaged in sharing
queries and solutions

Krishna Koppa Digital Marketing

 Social media – Add it to your website

Krishna Koppa Digital Marketing

 Social media – Add it to your website

Krishna Koppa Digital Marketing

 E-Mail
Marketing

Krishna Koppa Digital Marketing

 E-Mail Marketing. What will we study?

How e-mail How to use

How to write copy of
marketing tools technology to
e-mail effectively?
help? manage customers?

How to make sure e- What are main

mail marketing is not design consideration
seen as spam? while writing e-mail?

What is E-mail
How to test
marketing? How will
campaign’s success?
it benefit business?

Krishna Koppa Digital Marketing

 E-Mail Marketing.

What is E-mail
marketing?

E-mail marketing is element of digital marketing tool box that

lets businesses communicate easily with customers on a
personal level through widely accepted media of e-mail.

Mails may get ignored – if they reach your prospect’s inbox at all !
= Spam = Junk mail

How to make e-mail marketing relevant even in the era of junk

mail?

Krishna Koppa Digital Marketing

 E-Mail Marketing.

What is E-mail
marketing?

E-mail marketing is fusion of marketing savvy and imaginative

copy
Simply put, it is an e-mail sent to a customer list that contains a
sales pitch and a ‘call to action’

CTA can be web link embedded in the mail

Krishna Koppa Digital Marketing

 E-Mail Marketing.

E-mail marketing
– some
examples

Hotel promoting special discount coupons

A consultancy firm informing clients about a free seminar

A fitness center offering a voucher for bringing friend for free

A beverage company asking customers to download an app for

gaming
An auditing firm informing its clients on changes in tax
structures

Krishna Koppa Digital Marketing

 E-Mail Marketing.

E-mail marketing
softwares

You can manage from your desktop

Or Custom e-mail marketing systems available

SaaS = Software-as-a-service

Krishna Koppa Digital Marketing

 E-Mail Marketing.

Krishna Koppa Digital Marketing

 E-Mail Marketing.

Functions of E-mail marketing tools

- Easy to use tools : You can create and work

from templates
- Testing tools that allow your message pass
through spam filters

- Tracking tools to show how many ignored,

opened, responded to your mail

- Personalisation tools that allows you to

modify the content dynamically to
individuals and specific target profiles

Krishna Koppa Digital Marketing

 E-Mail Marketing and CRM

It is useless to go for e-mail marketing if you do not who you are sending mails

CRM is all about keeping customers happy and maintaining relationships with them

It is useless to go for e-mail marketing if you do not who you are sending mails

In e-mail marketing, CRM can help you segment list and target

Krishna Koppa Digital Marketing

 E-Mail Marketing Campaign Planning

Krishna Koppa Digital Marketing

Krishna Koppa Digital Marketing
Krishna Koppa Digital Marketing
 E-Mail Marketing Campaign Planning

Measurement of
Pre Planning stage Planning stage
success

 Building your E-mail list  Focus on great content

 Legal requirements  When and how often?
 Logistical problems  Lessons from your own
 E-mail formats inbox
 E-mail design
 Writing killer e-mail copy
 E-mail delivery

Krishna Koppa Digital Marketing

 E-Mail Marketing Campaign Planning

Building E-mail list

 Remember, people don’t respond to random
mails
 Prepare list of people who want to receive
mail
 Website, hub of digital marketing, can be used
to sign up customers for opting to get mails
from you. They would accept if you and your
content, offers are real worthy
 Facebook, Twitter, other media too can
encourage to sign up
 Encourage customers to get their friends sign
up
 Get the list from ‘specialist’ marketing
company
 Make e-mail ID submission as mandatory
component of transactions
 Provide ‘opt-out’ option too

Krishna Koppa Digital Marketing

 E-Mail Marketing Campaign Planning

Legal Requirements
 Be familiar with law in your jurisdiction. Laws
exist to protect customers’ privacy
 Spamming is against law – in many countries
 Recipients must be given an option to ‘opt-out’
of receiving mails in the future
 Source of the mail must be traceable
 Subject lines must not be deceptive / cheating

In
95% of e-mail traffic was spam !
2007

In
70% of e-mail traffic is spam !
2014

22% China’s contribution to global spam !

Krishna Koppa Digital Marketing

 E-Mail Marketing Campaign Planning

Logistical problems
 Sometimes, mail doesn’t get through due to
 ISP incorrectly treats mail as spam
 Gets filtered in to junk-mail folder
 Some spam filters don’t even allow genuine
and legitimate mails !
 False Positive : Legitimate mail blocked by a
spam filter
 Make sure your mail does not look and read
like spam
 www.spamhaus.org : Site that helps you to
avoid ‘false positives’

Krishna Koppa Digital Marketing

 E-Mail Marketing Campaign Planning

E-mail formats
 Your mail may not get delivered as the
recipients’ email clients – software or website –
don’t recognize !
 Now, this issue is smaller, but exists

 Trade off between plain text, rich text and

HTML
 HTML is becoming the standard today…. But
many em-mail clients (like Gmail and Hotmail)
block external images for security reasons

 Your e-mail message works even without any

image
 Encourage readers to automatically allow
images from your address for further e-mails
 Use MIME (Multipurpose Internet Mail
Extension) – for allowing recipients to see in
the best way it can !
Krishna Koppa Digital Marketing
 E-Mail Marketing Campaign Planning

E-mail formats- plain text

Krishna Koppa Digital Marketing

 E-Mail Marketing Campaign Planning

E-mail formats- HTML

Krishna Koppa Digital Marketing

 E-Mail Marketing Campaign Planning

Focus on great content

 Establish brand continuity between e-mail
templates and web site design
 Design is important…but e-mail content is
supreme. Design must complement with
content and compete with
 E-mail copy must be
 Punchy
 Scannable
 Snackable
 Engaging
 Content must have ‘CTA’ – Call To Action
element

Krishna Koppa Digital Marketing

 E-Mail Marketing Campaign Planning

CTA

Krishna Koppa Digital Marketing

 E-Mail Marketing Campaign Planning

When and how often to send mails?

 Send too infrequently – you will be out of
customers’ radar
 Send too frequently – you start irritating
customers

 Mails would become spam if the frequency

goes beyond expectations. Customers may
‘opt-out’ or unsubscribe.
 Keep getting feedback on the data generated
and take actions on frequency and when to
send mails.

Krishna Koppa Digital Marketing

 E-Mail Marketing Campaign Planning

Lessons from your own inbox

 You yourself are a customer too
 Lot to learn from your own inbox
 Analyze the mails in your inbox – learn from
them.
 Why you open some mails?
 Why you delete some without reading?
 Why you unsubscribe sometimes?
 etc.

Krishna Koppa Digital Marketing

 E-Mail Marketing Campaign Planning

E-mail Design
 Most of the principle applicable for website
design are applicable for e-mail design too
 Must be effective and consistent across
different platforms- varying screen sizes. Just
like Responsive Web Design
 Make sure e-mail ‘degrades’ gracefully
(working without the images and is making
sense even with plain text)
 Adapt ‘above the fold’ approach of news paper.
Good stuff explained early and in top.
 Email clients show part of message along with
subject line in Inbox. Make use of it

Use rich media judiciously : Rich texts/HTML is good but may get
filtered out for security reasons
Mobile users too read e-mails: With small space, you have to ‘hook’ the
reader early with killer content

Krishna Koppa Digital Marketing

 E-Mail Marketing Campaign Planning

Writing killer e-mail copy

 Design and look are important..But copy gives
results
 Include brand/company name in ‘from’ field.
Same as what reader subscribed for
 Subject line must be catchy and CVP driven,
compelling – seen before even clicking
 Main copy must
 Talking customers’ language
 CTA and CVP are critical
 Keep text shorter. Punchy
 Friendly and approachable
 Proofread many a times – both in text & HTML

Krishna Koppa Digital Marketing

 E-Mail Marketing Campaign Planning

E-mail delivery
 Delivery of message is crucial
 Send the mail to ‘test’ or ‘seed’ addresses (like
your own and find out if mails are getting
delivered as you wanted
 Do accept and take ‘unsubscribe’ requests and
take actions – remove them from mailing lists
 Understand why mails to certain recipients are
bouncing
 If bouncing is too much, coordinate with ISP
and get it resolved
 Don’t get surprised or worried on ‘auto
responses’ you start getting
 Use BCC while sending to a list from your
desktop directly

Krishna Koppa Digital Marketing

 E-Mail Marketing Campaign measurement

Click-to-
Open-Rate CTR Open Rate
When did % of people
How many What links
people opened opened and
people opened people tended
the mail? then clicked
the mail? to click on?
through to the
web site

How many
Unsubscript
Types of e-mails
people did not Tracking mails ion Rate
with best
open the mail? that regularly % of people
conversion
Who are they? bounce unsubscribing
rates
to your mails

 Also track which e-mail clients blocked your mails

 How frequently a subscriber opens a mails /your mails

Krishna Koppa Digital Marketing

 E-Mail Marketing – It is still important part of Digital marketing

E-mail marketing lets you deliver your message directly to an

individual who wants to hear from you

Website is more generic, appeals to broader audience. E-mail is not

Emergence of young social media is impacting E-mail marketing…. But

still E-mail Marketing remains a stalwart of IMC and when executed
properly yields incredible results

Krishna Koppa Digital Marketing

 Mobile
Marketing

Krishna Koppa Digital Marketing

 What will we study in MM?

How to set MM Top Tips for MM What are benefits

Campaign? Campaign of MM Campaign?

Is there a potential What role mobile

in MM? apps play in MM?

Significance of
What is Mobile
Mobile gaming in
Marketing?
MM?

Krishna Koppa Digital Marketing

 What is Mobile Marketing?

What is Mobile
Marketing?

It is a set of practices that enables organisations to communicate

and engage with their audience in an interactive and relevant
manner through any mobile device or network
Definition as per Mobile Marketing Association

Mobile Advertising Mobile Marketing

Mobile ‘Medium’ Marketing Mobile ‘Device’ Marketing

Krishna Koppa Digital Marketing

 Mobile marketing – paradigm shift

Krishna Koppa Digital Marketing

 Some facts on Mobile Devices

Mobile ad spend in 2013 = $11 billion; 2016 expected to reach $24 billion

In 2013, Mobile subscription reached 6.9 billion, equal to 96% world population

First time in 2013, Smartphones too k over ‘feature’ phones

By 2015, it is estimated that SMS would peak at $ 8.3 billion

OTT (over-the-top) messaging apps (Whatsapp, FB messanger etc) likely to add

100 Trn messages from 2013 to 2017

A2P (application-to-person) messaging traffic will cross 2.2 Trn messages

Krishna Koppa Digital Marketing

 Mobile is no more just a phone now !

Please…..
I beg you for a Rs 50
internet pack.
I have not seen
Facebook in my mobile
since morning !

Krishna Koppa Digital Marketing

 Mobile – Web 2.0

Widespread adaption of internet enabled phones gives access to content

wherever they happen to be

Anytime, Any place, Any where – sharing of content/images/experiences

One can deliver personalized, relevant content to the customers. One can
engage the customers – instead of one way communication

There is something immediate and intimate of this communication

24/7 accessible device. Last thing in the night, First thing in the morning !

Krishna Koppa Digital Marketing

 Welcome to world of ‘Utility & Entertainment’

Krishna Koppa Digital Marketing

 Welcome to world of ‘Utility & Entertainment’

Krishna Koppa Digital Marketing

 What can Mobile Marketing be used for?

Build awareness of your brand, product, service

Nurture conversations with your online communities

Gather valuable insights in to consumer behavior

Take interactive customer engagement to the next level

Harness the wisdom of the crowd

Drive lead generation and new businesses.

Establish loyalty programs, competition and rewards. Reduce ‘churn’.

Target your market more effectively based on geo, demo and behavioral
factors
Krishna Koppa Digital Marketing
 Tablets…. They are here to stay

Flintstones’ tablet to our own tablets at home !

Krishna Koppa Digital Marketing

 Best practices & recommendations : What to do in MM?

Reduce no. of touch events for better conversions : fewer steps for customers
to go for purchase/take actions

Design it for mobile interactions : No mouse clicks. Touch focused controls

Optimize for speed : 1 second delay causes 7% drop in conversion rates !

Make content ‘findability’ easy. Optimize the site search function

Integrate analytics from the beginning. Can measure ROI easily

Prioritize tablets. Tablets have given more business than smartphones

Optimize social media

Link mobile advertising to mobile websites. RWD is crucial.

Krishna Koppa Digital Marketing

 Location based marketing

Your mobile knows where you are !!

It tells where you are !!
Is it telling where you are going to?

Location-ware and Location-based services bring the utilities

like…
- Where people are
- What is available around them
- Locate friends nearby
- Avail cool offers available from nearby businesses
Customers get ‘rewarded’ to use location based app
‘ Check in’ data is very useful for marketers !
Krishna Koppa Digital Marketing
 Location based marketing

Krishna Koppa Digital Marketing

 Location based marketing

Krishna Koppa Digital Marketing

 Location based marketing

Krishna Koppa Digital Marketing

 Mobile Games

Where there are games, there is an audience.

Where there is an audience, there are opportunities
to promote

Brands use games to convey message

Brands sponsor/create games to engage customers

Rovio’s Angry Birds downloaded >200 million times

>2,00,000 mobile gaming apps in store
>90 games submitted per day !

Krishna Koppa Digital Marketing

 Mobile Applications – role in digital marketing

Mobile apps – They are simple pieces of software that

are pre-installed on your phone or are available to
down load.

Earlier ‘push’ apps to current ‘pull’ apps

70% of the users like branded app

Less than 20% of users return to app after one day
Less than 2% return after 30 days

Act as inlet to website. Increases CTR

Krishna Koppa Digital Marketing

 Mobile Applications – role in digital marketing

Krishna Koppa Digital Marketing

 Mobile Applications – role in digital marketing

Krishna Koppa Digital Marketing

 Mobile Applications – role in digital marketing

Krishna Koppa Digital Marketing

 Mobile Applications – Top Tips

Plan the scope of the app well in advance

Do your Research. Understand the business model of the app (Free/Paid)

What problem is it addressing?

Who are the target customers? (Demo/Geo/Beh/Psycho factors)

How will you measure success? Apart from downloads

Focus on UI (user interface) and UX (user experience)

Think about content (30 secs entertainment or long-term utility?)

Responsive designs- better fit for all screen sizes

Krishna Koppa Digital Marketing

 Mobile Marketing – Measuring Success
Some measurement indicators

Frequency
and Bounce
New users
duration of rates
visits
Segmentat
Total app ion by
users device
type

Total
CTRs
Downloads

Krishna Koppa Digital Marketing

 Mobile Marketing – other areas

Mobile Mobile
SMS QR Codes
payments Commerce

Mobile Augmented
mapping reality

Mobile Mobile
banking Health

Krishna Koppa Digital Marketing

 Mobile Marketing – Mobile payments

Krishna Koppa Digital Marketing

 Rules of Mobile marketing

Understand Be relevant :
Know your
your right person,
Consent customers Privacy
Customers right message,
(KYC) right moment
(UYC)

95% of customers 77% of customers Marketing Immune : 50% of customers

are annoyed as they are annoyed as they No interest in are annoyed as they
receive messages receive messages advertising sent by receive messages
from companies which are not companies which they cant get
they have not given relevant to them Easy Going: connected to and
consent to Interested to receive don’t see any
info but little impact benefits in them
on purchases
Control Freaks:
Interested to receive
info and good impact
on purchases
Connected
Marketing Lovers :
Interested to receive
info and impact is
high
Krishna Koppa Digital Marketing
 Content
Marketing

Krishna Koppa Digital Marketing

 What will we study in Content Marketing?

How is content used

by PR, Social and
Search Firms?

How does content

How to create
strategy influence
Content?
digital strategy?

Why to create
How to share digital
content for digital
content?
marketing process?

Krishna Koppa Digital Marketing

 Why Content?

You are nothing online if you do not create content for engaging customers

Content is one of the channels you use to contact customers along all phases
of customer life cycle

It offers value to customers, fills their requirement of information

It engages customers and does not use ‘coercive’ methods to sell !

It is very powerful brand building and business building tool

Krishna Koppa Digital Marketing

 Why Content? - Eg : John Deere tractors

1895 2013 2014

Krishna Koppa Digital Marketing

 Why Content marketing is growing?
Why one must embrace content marketing?

1 2 WordPress and 3
Entry barrier for Content marketing
Blogger or social
publishing in digital works. Works for all
media have made
space is NIL ! big & small companies
publishing zero cost

4 5
SEACH SOCIAL
• Google gives value in • Majority of the time
search results for sites customers are on Social
with better content Media. If your content
• Google degrades or de- does not exist there, you
indexes sites with poor are not visible
content. Such companies
• Content must revolve
run risk of not being
around brand story
visible in digital space !
• No major SEM/PPC • Links, CTAs are not
budgets, Go for SEO…and content in social media
that requires Content !

Krishna Koppa Digital Marketing

 What skills do you require to become a good content marketer?

Be able to
Have
plan and
combination
manage
of greater
various
organisation
number of
skills
campaigns

Pay
Be
meticulous
up-to-date
attention to
with
detail,
everything
creativity and
new in digital
analytical
marketing
acumen

Krishna Koppa Digital Marketing

 Content Strategy

Content Strategy – is the planning and

development of how you intend to attract and
engage with your chosen audience via content.

Content marketing is a marketing

technique of creating and distributing valuable,
relevant and consistent content to attract and
acquire a clearly defined audience – with the
objective of driving profitable customer action

Krishna Koppa Digital Marketing

Krishna Koppa Digital Marketing
 Content Strategy

Where
How to
does
write
content
content
strategy
strategy
fits in
document?
marketing?

What
Why content to
Content be
strategy is created?
needed?

How much
of content
to be
created?

Krishna Koppa Digital Marketing

 Content Strategy > Why content strategy needed?

Content marketing is one such tool that works along the entire customer life
cycle

You need a ‘strategy’ that tells you what to communicate at what stage

Plan first, create content later.

One must know, whom to speak to, what to speak and what to achieve by
speaking

Krishna Koppa Digital Marketing

 Content Strategy > Why content strategy needed?

Content Strategy Planning must

answer the following questions

 Who do I want to target?

 Is there a niche topic where we want to excel?
 What do I want those audience to associate with our brand?
 What info are my customers looking for?
 How can I keep my existing customers happy?
 How can I attract new customers?
 What do we like /dislike about content strategy of the competitors?
 Is there anything I must not highlight about our brands?
 What overall business objective do I want to achieve from content
marketing?

Krishna Koppa Digital Marketing

 Content Strategy > How to write content strategy document?

Salient features of Content Strategy

Document

The document must outline WHAT, WHY and HOW you will go about creating content

Not more than 2-3 Must include KPIs you

Not a detailed plan.
pages, Should not be want to achieve from
Must be fluid too
huge document your content

Krishna Koppa Digital Marketing

 Content Strategy > Where does content strategy fit in?

Earlier, Content Marketing was an ‘ugly duckling’

Now, it comes from top and covers all marketing channels

Marketing Channels in earlier era

Content
Social media Search PR
Marketing

Marketing Channels in current era

Content Marketing

Social media Search PR

Krishna Koppa Digital Marketing

 Content Strategy > Where does content strategy fit in?
Marketing Channels in current era
Content Marketing

Social media Search PR

Social Media Strategy Search Strategy PR Strategy

• Content is lifeblood of • Content is at the heart • Content is not PR ‘new

social platform of SEO clothes’
• Content drives brand • Search engines love • Apart from regular PR
engagement unique, original, quality targeted towards
• You need content content journalists and govt,
strategy to succeed with • Content strategy is Content is more
Social Media… You don’t beyond keywords, targeted towards
need social strategy to meta-data, landing customers
succeed in Content pages etc
Marketing
Krishna Koppa Digital Marketing
 Content Strategy > What content to be created?

Whether for a mega brand or a small entity what

type of content you write largely depends on

Your target Resources and

Brand
audience Budget

Remember,
Social media and search forms are just the channels
through which content is distributed. Without GREAT
content, social media and search channels are
ineffective

Krishna Koppa Digital Marketing

 Content Strategy > What content to be created? Types of content

TYPES of content

1 2 3
News and Blog Feature, Guides &
White papers
content Interviews

4
e-books

5 6 7
Infographics Videos Photographs

Krishna Koppa Digital Marketing

 Content Strategy > What content to be created? Types of content

TYPES of content
1
News and Blog
content

• Easy and quick to create and represents first tick on your to-do-list on
content strategy
• Easy to host on your website
• Site must look up-to-date. Customers hate Old Content
• Search engines love updated and content-rich sites
• Publishing news and blogs gives an opportunity for you to share on
social media – to promote and engage customers
• This kind of content may carry – NIBs (news in brief)

Krishna Koppa Digital Marketing

 Content Strategy > What content to be created? Types of content

TYPES of content
2
Feature, Guides &
Interviews

• These are log-form of content

• You may not publish this kind of content on daily basis
• Customer service reports
• Change in your overall strategy
• Keyword ranking reports etc etc
• Interviews with Key (not just top mgt) people work better to highlight
strengths of the company

Krishna Koppa Digital Marketing

 Content Strategy > What content to be created? Types of content

TYPES of content
3
White papers

• White paper – identifies major issues within your industry or

business sector and offers company opinion on solving it
• It positions your company as a thought leader.
• Can act as means to generate business leads
• Create Whitepaper as downloadable PDF formats
• You can make ‘contact details’ as a mandate for downloading the paper
– helps in database, helps in targeting

Krishna Koppa Digital Marketing

 Content Strategy > What content to be created? Types of content

TYPES of content
4
e-books

• E-book - relevant e-book for consumers

• It positions your company as a thought leader.
• Can act as means to generate business leads
• Digital publishing is made easy and customers today love reading e-
books

Krishna Koppa Digital Marketing

 Content Strategy > What content to be created? Types of content

TYPES of content
5
Infographics

• Infographics – a graphical representation of data

• They are helpful in illustrating data in a simple and no-confusing way
• Why marketers go for infographics?
• Very Easy to share !!
• Infographics create shares, drives traffic and generate inbound
links

Krishna Koppa Digital Marketing

 Content Strategy > What content to be created? Types of content

TYPES of content
6
Videos

• Video content is most popular

• Can be a humour related, event related
• Aim is to create viral effect
• Videos can answer the questions what customers have or
• Promote your brand digitally

Krishna Koppa Digital Marketing

 Content Strategy > What content to be created? Types of content

TYPES of content
7
Photographs

• Pinterest and Instagram usage has fueled the use of photographs

• Publishing photos of new products, customers using products, leaders
etc

Krishna Koppa Digital Marketing

 Content Strategy > How much content to be created?

How much content to be created

depends on

Resources and
Objectives Industry
Budget

Remember,

More the content you create- the better.

Provided…It is a great content. Else it would be
worse.

Krishna Koppa Digital Marketing

 Production of Content

How to • Great content must have IDEA behind it

brainstorm ideas • Come up with ideas – lots of them

• Seasonality
Create Content • Topics
Calendar • Timing
• Share

• We can’t handle content ourselves !

Handle objections • Freelancers
to content • Cloud based content platforms
• Recruit a content agency
• We have no development resource to create
content on our website !
• It is easy to create blogs
Krishna Koppa Digital Marketing
 Promotion of Content

Remember,

Content promotes your product, company and brand.

But You need to promote Content first….

Social Media Blogger outreach Native Advertising

• Native advertising is relevant posts that is user

initiated. These adverts sit seamlessly in to the
Native Advertising overall design of the host site so that they look like
part of the site
• It is not a banner

Krishna Koppa Digital Marketing

 SUMMARY : Content Marketing – Heart of Online marketing
Thought Leadership : Blogs, e-books,
guides, whitepapers, infographics,
videos etc

Quality Content at the heart

of an integrated, targeted
approach to marketing

Improves revenue

Krishna Koppa Digital Marketing

 Challenges faced in content marketing

Krishna Koppa Digital Marketing

 Online PR &
ORM

Krishna Koppa Digital Marketing

Krishna Koppa Digital Marketing
Krishna Koppa Digital Marketing
Krishna Koppa Digital Marketing
Krishna Koppa Digital Marketing
 What will we learn about ORM?

How social media and

What are key online PR
digital revolutions have
and ORM channels
changed PR and ORM?

Understand issue of
reputation and wider One case study – what
context of PR. What are we can learn from it
PR and ORM?

Krishna Koppa Digital Marketing

 Why online PR?

PR relation is all about reputation

It is the result of what you say, what you do
and what others say about you

PR is used to gain trust and understanding

between company and its various publics –
customers, employees, investors, vendors,
media, society – or all of the stakeholders

Since, most of these stakeholders are online, how can you afford to be
silent online? Will not impact your PR?

Krishna Koppa Digital Marketing

 Why online PR?

Online Reputation Management is the

understanding or/and influencing of an
Individual’s or business’s reputation on
internet

Krishna Koppa Digital Marketing

 Google is the JUDGE !!

Every transaction begins with a search – usually Google

It is estimated that 57% of business decisions are taken before face-to-face

meeting !

An ill-tweet or unpleasant headline or posts can disrupt your business

How to make internet work for you and not against you

Digital silence is not an option

Thus, before Google gives judgment the business has to be presented in

strongest possible light.

Krishna Koppa Digital Marketing

 Essentials of Traditional PR and ORM

5 Key Essentials of Traditional PR and ORM

1 2 3
Understanding your Know the influncers The press release – it
goals and audience and gain their trust still works

4 5
Low cost and simple
Damage limitation:
Creativity that
When crisis strikes, be
surprises and delights
proactive
your audience

Krishna Koppa Digital Marketing

 Essentials of Traditional PR and ORM

Whatever the goals are, PR must support wider marketing

objectives
Strategy revolves around how you would achieve your goals

Through insight into customer and stakeholders’ create audience

profile

Krishna Koppa Digital Marketing

 Essentials of Traditional PR and ORM

Krishna Koppa Digital Marketing

 Essentials of Traditional PR and ORM

Identify the influencers – journalists, customers, prospects,

investors etc : Make a data base of your influencers
You give them ideas and content, they give you a coverage

If you don’t engage them, they will not know you exist

Apart from online, stay connected with them face-to-face

Krishna Koppa Digital Marketing

 Essentials of Traditional PR and ORM

Who is this
What is the
Why and how release for? Can
measure of
will this release you tweak it for
success of the
help business? different
release?
audience

Pitch a story – not products and services – make it worth reading

Press release in journalistic fashion – story first, details later
Include factual information and contact details

Krishna Koppa Digital Marketing

 Essentials of Traditional PR and ORM

Internet being very busy, too difficult to make a even a small

ripple… Thus a big idea is needed
Don’t get way too wrapped in execution of PR… Focus on idea

Simple and low cost creative are needed

Krishna Koppa Digital Marketing

 Essentials of Traditional PR and ORM

Krishna Koppa Digital Marketing

 Essentials of Traditional PR and ORM

How one must manage crisis ?

Respond quickly to show you are in control

Apologize sincerely
Company people must be at centre and front as spokesperson
Produce online content to control damage
Never ever make light of the crisis
Accept the responsibility and don’t blame others

Krishna Koppa Digital Marketing

 Case 1

Krishna Koppa Digital Marketing

 Case 1

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 Case 1

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 Case 1

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 Case 1

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 Case 1

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 Case 1

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 Case 2

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 Case 2

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 Case 2

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 Case 2

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 ORM – learnings from live cases
How not to handle a social media crisis: Applebee’s

What happened: A pastor who had eaten at an Applebee’s restaurant crossed out
the automatic 18% tip charged for parties of more than eight and wrote “I give
God 10% why do you get 18” above her signature. A waitress at the restaurant
took a photo of this and posted it on Reddit. She was subsequently fired for
“violating customer privacy” which would have been understandable if
Applebee’s had not posted a similar receipt that was complimenting them just 2
weeks prior.

As news of this incident spread like wildfire and infuriated people across all social
media platforms, Applebee’s responded with a short post defending their actions
on their Facebook page. This quickly drew over 10,000 mostly negative
comments, to which Applebee’s started responding by posting the same
comment over and over again. They were also be accused of deleting negative
comments and blocking users.

The downward spiral continued as Applebee’s persisted to defend their actions

and argue with users that criticised them. By the following day, after the original
post had generated over 19,000 comments, Applebee’s decided to hide the post
which only created more anger.

What we can learn: Applebee’s defensive and even argumentative approach

amplified the whole situation and blocking users, tagging users in repetitive posts
and hiding criticism only make things worse. The bottom line? Arguing with
Facebook users is always a bad idea.

Krishna Koppa Digital Marketing

 A social media crisis handled with honesty and
speed: Kitchenaid

What happened: An insensitive tweet about President

Obama’s grandmother was posted to the Kitchenaid Twitter
account, instead of the personal account of a KitchenAid
staff member. The tweet was quickly deleted, but many
people had already seen it. The head of the Kitchenaid
brand, Cynthia Soledad, took to the Twitter account just 15
minutes later and explained what had happened. She
apologised to President Obama and the public and pointed
out that the person who posted this will no longer be
tweeting for them.

What we can learn: First of all, this emphasises the

importance of keeping personal and company accounts
separate, but if a mistake does happen it should be
addressed immediately. Time moves very quickly on social
media, so companies need to take decisive action as quickly
as Cynthia Soledad did. Her honest explanation and
personal apology was well received and the damage to the
brand reputation was limited as a result.

Krishna Koppa Digital Marketing

 DKNY: After a photographer realised that DKNY
were using his photos in a window display without
his permission, he mobilised his community to share
a post asking DKNY to donate $100,000 to a local
YMCA in lieu of compensation. DKNY responded
quickly by way of an apology. They explained that the
Bangkok store involved had accidently used the
‘mock-up’ photos and they promised to donate
$25,000 to the YMCA. The photographer accepted it
was an honest mistake and thanked them for the
donation. DKNY’s quick and strong response
successfully defused the situation before a social
media crisis erupted.

Krishna Koppa Digital Marketing

 O2: During a massive network outage, O2’s
Twitter account became inundated with tweets
by frustrated customers. Instead of issuing
standard corporate responses, O2 responded
directly to these tweets with an honest and
light-hearted demeanor. Their human
approach was extremely refreshing and
sentiment changed dramatically as a result.

Krishna Koppa Digital Marketing

 GoDaddy.com – CEO posts elephant hunting video

Bob Parsons, founder of the American domain

registration and hosting company GoDaddy.com,
blogged and tweeted a video of him shooting an
elephant while on holiday in Zimbabwe.

The graphic video featured Zimbabweans stripping the

elephant for meat, while wearing GoDaddy baseball
caps, with AC/DC’s Hells Bells as the soundtrack – it’s
hardly a shining example of positive branding.

Parsons received an extremely negative backlash from

social channels, especially from animal rights groups
such as PETA who closed their GoDaddy account and
encouraged sympathizers to do the same. Parsons
responded to the criticism on the grounds that the
hunt was on humanitarian grounds to stop elephant-
caused damage to crops.

Krishna Koppa Digital Marketing

 4 important rules of PR & ORM you must know

Break the
‘inattention’
Get to grips with
barrier/clutter.
Content
You need to
marketing
attention-
grabbing

Integrate your
idea and manage
Don’t bank on
reputation from
free media alone
Top-down and
across media

Krishna Koppa Digital Marketing

 A-Z of ORM ! How digital marketing has changed PR?
A – Algorithm of search
K – Keywords U – Uniformity
engines
V – Video and
B – Blogs L – Listening
Vine/Youtube
C – Content M – Media W – Writing

D – Discoverability N – Newsroom X – x-factor, big idea

E – Events O – Opinions Y – Youtube

F – Facebook P – Photoshop Z – Zest

G – Google Q – Quiet – when required

H – History R – Response time A-Z of

I – Insight S – SEO
ORM
J – Journalists T – Twitter

Krishna Koppa Digital Marketing

Krishna Koppa Digital Marketing
 DIY, For your reputation !

Your Facebook Online Reputation can help or

hurt your future
https://www.youtube.com/watch?v=z2wgQtcCZPo

Personal Branding: Four Measures on Online Reputation

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

Krishna Koppa Digital Marketing

 Measurement of
Data, Data
Analytics and ROI
of Digital
strategies

Krishna Koppa Digital Marketing

 9000 stores
1 Store 1 Mn ttransactions every hour
50-100 transactions in a day

1 Bn calls in a day 10 Mn transactions in a day

Krishna Koppa Digital Marketing

 “If you can’t
measure it, you
cant manage it”

Krishna Koppa Digital Marketing

 Why
measurement
is so critical?

Krishna Koppa Digital Marketing

 Some facts about data – BIG Data !

Every 2 days, the world produces as much data as was accumulated from the
dawn of man till 2003 !!

New platforms are needed to keep up with such explosion of data

Such explosion of data and measurement has resulted in a Industry called as

Big Data !

Around 2,00,000 people with deep analytical skills are needed for this

1.5 Mn managers and analysts needed by 2018 (as per McKinsey)

Krishna Koppa Digital Marketing

 Some facts about data – BIG Data !

91% of Marketing managers believe successful Cos use customer data

87% believe capturing data is critical in measuring ROI

71% believe integration of Digital and Traditional marketing is essential

57% do not base their marketing budgets on any ROI analysis

37% do not mention any financial outcomes as part of ROI

22% base their marketing decisions on gut instinct

Krishna Koppa Digital Marketing

 What to do with data is important

Big data is not better data

unless you know what to do
with it !

Google used Big data analysis

to launch Gmail, Google+,
Android OS

Yahoo! Struggled literally

Krishna Koppa Digital Marketing

 How to build effective measurement practices?

Instituting effective measurement practices in your company.

1
Carefully select key metrics to measure : You are what you
measure. Select good metrics based on your objective

2
Be agile – look, learn and take action: Digital measurements occur
in virtually real time

3
Integrate internal departments into decision making: Data is
used to make decisions – and touch every body at the company

4
Analytics is people business : Apply 10/90 rule. Software cost is
10%, people cist is 90% !

Krishna Koppa Digital Marketing

 Digital media is growing rapidly
In USA

Krishna Koppa Digital Marketing

 Digital media is growing rapidly

In India

Krishna Koppa Digital Marketing

 Importance of measurement

How do I measure ROI?

(Investment Gain – Investment Cost)

ROI = X 100
(Investment Cost)

Set the criteria for ROI

- Identify business results in “Pre” period
- Define ROI goals (eg 30%, 40% etc)
- Establish the “Return” objectives (eg Sales, Profits,
Revenue etc)
- Determine the time frame

Ex : Gain 200 new customers in next 3 months

Krishna Koppa Digital Marketing
 Importance of measurement

How do I measure ROAI?

(Advtg Investment Gain – Advtg Investment Cost)

ROAI = X 100
(Advtg Investment Cost)

If advtg spend is Rs 20 Crores

Gain from this advertising is Rs 10 Crores

ROAI = 10 Cr / 20Cr = 0.5 = 50%

Krishna Koppa Digital Marketing

 Essentials for establishing measurement plan

Questions you must ask before setting a measurement plan

1
Why does your brand’s website exist : Reasons must connect to
revenue (eg : sell products, capture e-mail address, build database etc)

2
Who do you want to attract : Don’t waste time, energy, money and
resources in people who are not your target audience

3
How do they find you : Website or Social media or Search or another
website etc?

4
What action you want them to take? : this must be in relation to
why your business is on Internet

Krishna Koppa Digital Marketing

 Web Analytics

Web analytics is the measurement, collection, analysis and

reporting of Internet data for purpose of understanding and
optimizing web page

Off-site Analytics On-site Analytics

It is the measurement of It measures visitors’ behavior on
potential audience on the your website.
Internet. It measures performance of the
This exists regardless of you own website and is used to improve
a Website or not website or marketing campaign
Eg : Buzz, Share of Voice of response
customers
Detailed Insight, Sophisticated Brand Reputation, Social media
tracking, Performance presence, E-mail marketing

Krishna Koppa Digital Marketing

 Web Analytics - measurements

Krishna Koppa Digital Marketing

 Web Analytics > On-site Analytics

Web analytics (On-site) answer following important 3

questions

Why does your What action do

Who do you
brand website you want them
want to attract?
exist? to take?

Web analytics gives you wealth of information as to how

customers interact with your brand online

Krishna Koppa Digital Marketing

 Web Analytics > On-site Analytics

9 Important measurements

Unique
Bounce Rates Segments
Visitors

Traffic Sources Keywords Content

Average Abandonment
Conversion
Shopper Value Rate

Krishna Koppa Digital Marketing

 Web Analytics > On-site Analytics

9 Important measurements

Unique Visitors : Count of how many different people come to your website within a
specified time – mostly 30 days
Bounce rates: % of people who see just one page and carry no activities
Traffic Sources: Information on source from where visitor has come and visited website
Segmentation: Information on segmentation of customers visiting the website
Keywords: Information on why visitors have visited website.
Content: What pages are most viewed – in rank order.

Conversion: What you want visitor to do – buy products, download video, down load the
content etc
Average Shopper Value: What is average no of products or average value products
visitors buy?
Abandonment rate: % of people who add products to cart with a intention of buying but
ending up not completing the order

Krishna Koppa Digital Marketing

 Web Analytics > Off-site Analytics

Web analytics (Off-site) answer following important 2

questions

How do they find What actions do

you? they take?

Krishna Koppa Digital Marketing

 Web Analytics > On-site Analytics

9 Important measurements

CPA (Cost Per

CPC (Cost Per CTR (Click-
Acquisition/Cost
Click) Through-Ratio)
Per Action )

Followers and
People Talking
Keyword Rank Competitors’
about (FB)
followers

Comments & Views (Youtube)

Retweets(Twitter)
Pingbacks (Blogs) and Drop-off rates

Measurements for social media

Krishna Koppa Digital Marketing
 Voice of the customers

To capture voice of customers …

You can build

Only Customer
digital presence
can tell you
around what And /Or
what they
you think
really want
customer want

Krishna Koppa Digital Marketing

 Why one must use data analytics?

Krishna Koppa Digital Marketing

 Why one must use data analytics?

Hertz – With over 8300 locations worldwide in 146

countries, how can Hertz keep its fingers on the pulse
of its customers with customer satisfaction survey?

How well will my next movie perform in the box

office? – Now one can measure public sentiment
before a movie release and take appropriate actions

Airtel can know in advance who are their customers

that would defect? – With data and analysis, the
company can know who will defect and what corrective
actions to take
Krishna Koppa Digital Marketing
 Data Analytics Tools

Search
Marketing
Tools

Google Trends : This tool tracks keyword volume and trends

over time. It is helpful in measuring trend of consumer demand

Google AdWords Keyword Tool : To measure search

volume for keywords and CPC as well. This is especially for SEM

Trellian Keyword Discovery Tool: For measuring search

volume and keyword rank

Wordtracker : One more tool that works like Keyword

Discovery

Krishna Koppa Digital Marketing

 Data Analytics Tools

Competitive
Intelligence

Alexa : an Amazon subsidiary provides free info on traffic

levels for websites. Also provides demo data of visitors

Quantcast : This provides traffic and demographics for

websites

Compete : Most precise website tracking tool, measuring and

even projecting consumer behavior

Krishna Koppa Digital Marketing

 Data Analytics Tools

Website
Analytics

Google Analytics : Generates detailed statistics about

website traffic, traffic sources and measure conversions and
sales

IBM digital Analytics : Corematrics Web Anlytics tool is

suited for Retail, Content media, Fin Services, Publishing and
Travelling industries

Krishna Koppa Digital Marketing

 Data Analytics Tools

Social Media

Facebook Insights: To analyze trends about activity on a page

– Reach, People Talking About, Likes, (Like, Comment, Share)

Technorati: Searches Blogs and ranks their value through an

‘Authoritative Score’

Topsy : Social and Sentiment analysis score of comments and

content that receive highest number of tweets in Twitter

Youtube Anaytics : Anayses views and drop offs

Salesforce Radian6 : Full service social solution that helps you

listen, measure, engage in, and discover online conversations

Krishna Koppa Digital Marketing

 Data Analytics Tools

Big Data &

Dashboard Display
Software

Apache Hadoop: Open source software platform for

scalable, distributed computing. Gives fast and reliable
analysis of structured and unstructured data

Tableau Public : Free data visualization tool that

helps people see and understand their data

Krishna Koppa Digital Marketing

 Mega Assignment

• Form a group of maximum 5 in a group

• Select a Company in an industry of your choice

1. Understand and Analyse its activities and effectiveness in

• Website and web content : Pages
• SEO and SEM activities
DIGITAL • E-mail marketing efforts
• Mobile Marketing efforts : Apps and other tools used
DONS • Social Media
• Social Network Sites esp FB, Twitter
• Blogs
• Media Sharing esp Video / photographs
• Content Marketing Efforts
• PR and ORM activities
3. Successful digital marketing campaigns adapted by this company in
last 2 years

Krishna Koppa Digital Marketing

 E-COMMERCE

Krishna Koppa Digital Marketing

Krishna Koppa Digital Marketing
Krishna Koppa Digital Marketing
 The Internet has already connected world’s
people through a seamless digital network.

Where they live and what time zone they are

in makes no difference.

Krishna Koppa Digital Marketing

 What is E-Commerce?

Commerce is a division of trade or production which deals with

the exchange of goods and services from producer to final
consumer

E-Commerce consist of buying and selling

goods and services over an electronic systems
such as the internet and other computer
networks

E-commerce is the purchasing, selling and

exchanging goods and services over
computer networks (internet) through which
transaction or terms of sale are performed
Electronically

Krishna Koppa Digital Marketing

 Why E-Commerce ?

Krishna Koppa Digital Marketing

 Why E-commerce?

Why E-Commerce ? What are the drivers?

• Data networks
• Intense competition
• Globalization
• Information age
• Technologies
• Automation
• Low cost high quality
products/services

Krishna Koppa Digital Marketing

 Evolution of E-Commerce

E-Commerce
Teleshopping

Mail Ordering

Street vendors

Monetary Process
Barter

Krishna Koppa Digital Marketing

 Evolution of E-Commerce

History of E-Commerce ?

1990s
World Wide Web, Internet
Cheaper to do business (economies of
scale)
Enable diverse business activities
1980s (economies of scope)

Electronic Data Interchange (EDI)

Used by businesses to transmit data
from one business to another
1970s
Electronic Funds Transfer (EFT)
Used by the banking industry to
exchange account information over
secured networks

Krishna Koppa Digital Marketing

 Evolution of E-Commerce

History of E-Commerce ?

2001-Present
E-Commerce -2
The current era of E-commerce
beginning in 2001
1995-2000
E-Commerce -1
A period of explosive growth in E-
commerce beginning from 1995 and
ending on 2000

Krishna Koppa Digital Marketing

 Difference between E-Commerce and E-Business

E-Commerce : The use of internet and the Web to transact

business.
= Digitally enabled commercial transactions between and among
individuals and organisations

E-Business : The digital enhancement of transactions and

processes within a firm, involving information systems under the
control of the firm

Krishna Koppa Digital Marketing

 Difference between E-Commerce and E-Business

Source : Laudon and Traver, E-commerce,

Krishna Koppa Digital Marketing

 7 unique features of E-Commerce

Ubiquity : Universal
Global reach :
Internet/Web is Standards : One
Technology
available set of Internet
reaches around the
everywhere, standards across
earth
anytime world

Information
Richness : Video, Interactivity :
density : reduces
Audio, text is Interaction with
information costs
possible users possible
and raises quality

Personalization
/Customization :
Tech allows
personalized
messages/goods to
individuals

Krishna Koppa Digital Marketing

 Customization made possible in E-Commerce

Krishna Koppa Digital Marketing

 Customization made possible in E-Commerce

Krishna Koppa Digital Marketing

 Types of Commerce

Commerce

Traditional
E-Commerce
Commerce
Brick and Mortar
Mom & Pop

Brick and Click

Click and Mortar

Business Focused Consumer focused

E-Commerce E-Commerce

Krishna Koppa Digital Marketing

 Hybrid /Omni Channel / Brick & Click /Click & Mortar

Krishna Koppa Digital Marketing

 Hybrid /Omni Channel / Brick & Click /Click & Mortar

Krishna Koppa Digital Marketing

 Marketplace model of E-Commerce

What is Marketplace Model?

Krishna Koppa Digital Marketing

 Inventory model Vs Marketplace model of E-Commerce

Inventory model Marketplace model

Sellers Sellers

goods
order
Flipkart’s Inventory
goods

order goods order

Online Buyers Online Buyers

Krishna Koppa Digital Marketing

 Marketplace model of E-Commerce – facts, pro and cons

Krishna Koppa Digital Marketing

 Success stories of sellers on Marketplace model

Case 1 : Rahul Agrawal, Chandrakala Enterprisess

Rahul Agrawal did not want to run his family business of distributing Banarasi saris
and dress materials the traditional way. After graduating from IIT-Mumbai in 2009,
Agrawal worked for a financial research firm in Delhi and then started an online
games retailer in 2012. Running the games business helped him realise the
potential of India's online retail market.

"With the games site, we faced challenges of procurement, but our sari business
already had a strong procurement network," said Agrawal. He gave up his stake in
the games business and moved back to Varanasi in 2013 to run the three-decade-
old Chandrakala Enterprises. In September that year, he started selling his Banarasi
saris on sites like Amazon, Flipkart and Snapdeal.

"Online is now contributing to about 25% of our business and could

overtake our offline trade within the next two years," said Agrawal, 29.
While issues like the inability of weavers to expand production rapidly remain,
Agrawal is happy with his decision.

"I would have had to eventually take over the family business but thanks to online
retail I am having fun," said Agrawal, who is targeting sales of at least Rs 16 crore
this fiscal from online sales.

Krishna Koppa Digital Marketing

 Success stories of sellers on Marketplace model

Case 2 : Yogesh Wadhwa, DMP Carrycases

Yogesh Wadhwa's eight-year-old business of manufacturing laptop bags for original

equipment manufacturers ran into rough weather about two years ago when
companies like Samsung and Sony decided to stop making laptops. Wadhwa
decided to launch his own brand of bags and luggage, Bleu.

"The conventional route would have required a lot of investments, so we thought of

going online," said Wadhwa, 43, who started retailing on Amazon about 10 months
back. "We put up 10 designs one day and by next morning it was sold out. We
realised we had a winner."

Around the time of launching on Amazon, he sold about 1,000 pieces of a

toiletry kit on Groupon in one day. "I realised, apart from low prices,
customers are attracted to products that are not easily available
offline," said Wadhwa.

DMP sells about 150 products on regular days across most major online portals and
is targeting about Rs 4 crore online sales this fiscal. "If I had to do this offline
I would not have been able to do that without a heavier infusion of capital," said
Wadhwa. "We are a totally debt-free company."

Krishna Koppa Digital Marketing

 Success stories of sellers on Marketplace model

Case 2 : Karan Chugh, Florence Clothing

Karan Chugh's family has been running an apparel manufacturing and wholesale
business, Majestic Silk, in Surat since 1960 and the family diversified into retail in
2007.

It was when Chugh, 25, started shopping online that he decided to retail the mass
market Florence brand of saris and dress materials online.

"The idea was to explore," recalled Chugh, who started with Snapdeal in 2012 and
now sells on most top marketplaces. In the first month, Florence sold Rs 5
lakh worth of products, but Chugh could see the steady ramp up in orders.

Within a few months, Chugh started Silk Bazaar, a more premium range priced up to
Rs 30,000, just for the online market. With online retail accounting for over
70% of the company's overall sales, he has cut back offline operations
from 30 stores to five. He also operates shop-in-shops in Vishal Megamart and
at More.

Krishna Koppa Digital Marketing

 E-Commerce – Different types

Who Consumes Value

Business Customer
(Organization) (Individual)

(Organization)
Business

B2B B2C
Who creates Value

(Individual)
Customer

C2B C2C

Krishna Koppa Digital Marketing

 E-Commerce – Different types

Examples
B2B- Intel selling micro processors to Dell

B2C- Starbazar selling tissue papers to you

C2B- A grandma selling coffee beans to Coffee Vendor

C2C- My neighbor selling his car to me

Krishna Koppa Digital Marketing

 E-Commerce – Different types
B2C E-Commerce

Krishna Koppa Digital Marketing

 E-Commerce – Different types
B2B E-Commerce

Krishna Koppa Digital Marketing

 E-Commerce – Different types
B2B E-Commerce

Krishna Koppa Digital Marketing

 C2B E-Commerce

A consumer-to-business model, or C2B, is a type of commerce where a consumer or

end user provides a product or service to an organization

• a consumer provides a business with a fee-based opportunity to market

their products on the consumer's blog.
• a food company began paying a food blogger to market their products,
• A website owner could be paid to review products or services, whether
through blog posts, videos or podcasts. This could also include paid
advertisement space on the consumer website. Google Adwords/Adsense
has enabled this kind of relationship by simplifying the process in which
bloggers can be paid for ads.
• a photographer offering images to businesses.
• someone answering a poll through a survey site,
• Someone offering job hiring service by referring someone through referral
hiring sites.

Krishna Koppa Digital Marketing

 E-Commerce – Different types
C2C E-Commerce

eBay, OLX or craiglist are called as market makers in this model

Krishna Koppa Digital Marketing

 E-Commerce – Different types
Other Types

P2P E-Commerce : Peer-to-Peer

Ex : gnutella software
Here, market maker is absent. In C2C, market maker is present

B2G E-Commerce : Business-to-Government

Ex : Skillcraft Pens for US Government

G2B E-Commerce : Government-to-Business

Ex : Sales tax, Income tax websites

G2C E-Commerce : Government-to-Customer

Ex : BSNL, Electricity board web sites, Muncipality tax filing etc

Krishna Koppa Digital Marketing

 E-Commerce – Business Models

Business Model
A set of planned activities designed to result in profit
= Framework for executing strategies to result in achievement of business
objectives

Business Plan
Document describing business model

E-Commerce Business Model

Business model that aims to use and leverage the unique qualities of the
internet and World Wide Web

Krishna Koppa Digital Marketing

 8 Key ingredients of
E-Commerce business model

Krishna Koppa Digital Marketing

 8 key ingredients of E-commerce business model

1 Value Proposition Why should customer Buy from you?

2 Revenue Model How will you earn money?

3 Market Opportunity What market are you going to serve? What is its size?

4 Competitive environment Who else occupies your market place?

5 Competitive advantage What special advantages you have?

6 Market Strategy How do you plan to promote your products?

Organizational
7 What is the structure required for this plan?
Development

8 Management Team What kind of leaders are required for these plans?

Krishna Koppa Digital Marketing

 8 key ingredients of E-commerce business model

Let us discuss 2 critical ingrediants

1 Value Proposition Why should customer Buy from you?

2 Revenue Model How will you earn money?

Krishna Koppa Digital Marketing

 8 key ingredients of E-commerce business model

From company point of view

Why customers
What you provide
chose to do
that others do not
business with you
and can not?
instead of others?

From customer point of view

Facilitation of
Personalizatio
Reduction in Reduction in transactions
n/customizatio
product search price discovery by managing
n of product
costs costs product
offerings
delivery

Krishna Koppa Digital Marketing

 8 key ingredients of E-commerce business model

Revenue Model = Financial Model

It describes how the firm will earn revenue, produce profits and produce superior ROIC

Subscription

Advertising Transaction
E-
fee
Commerce
revenue
models

Affiliate Sales

Krishna Koppa Digital Marketing

 Various types of revenue models for E-commerce

Revenue Model Revenue Source Examples

Advertising revenue Fees from advertisers in

1 Yahoo.com, Google.com
model exchange for advertisements

Subscription revenue Fees from subscriptions in

2 Sportsline.com, EBSCO,
models exchange for access to content /
ebooks.cambridge.com
services

Transaction fee Fees for enabling or executing a eBay.com, E-trade.com,

3
revenue model transaction OLX.com, expedia.com

Sales revenue model Flipkart, Amazon,

4 Sales of goods, Info, or services
Snapdeal

Affiliate revenue
5 Fees for business referrals Mypoints.com,
model

Krishna Koppa Digital Marketing

 E-Commerce – Different types

Who Consumes Value

Business Customer
(Organization) (Individual)

(Organization)
Business

B2B B2C
Who creates Value

(Individual)
Customer

C2B C2C

Krishna Koppa Digital Marketing

 Further Categorization of e-commerce business models

Categorization of B2C Models – 7 models

Portal E-tailers Content Provider

Market Creator / market

Transaction Broker Service provider
maker

Community Provider

Krishna Koppa Digital Marketing

 Categorization of B2C Models – 7 models

B2C : Portal = Offers users powerful search tools as well as an integrated

Model package of content and services all in one place

B2C business Revenue

Variations Examples Description
Model Model
Offers an integrated package
Advertising,
of services and content such
Subscription
Horizontal / as search, news, e-mail,
Yahoo.com, Aol.com fees,
General chat, music downloads,
transaction
video. Seeks to be user's
fees
Portal home base
Advertising,
Vertical / Subscription
Offers services and products
Specialized iBoats.com fees,
to specialized market place
(Vortal) transaction
fees

Krishna Koppa Digital Marketing

 Categorization of B2C Models – 7 models

B2C : Portal
Model

Horizontal / General Vortal

Krishna Koppa Digital Marketing

 Categorization of B2C Models – 7 models

B2C : E-tailers
= online retail store
Model

B2C business Revenue

Variations Examples Description
Model Model
Online version of retail store.
Virtual Merchant Amazon.com Customers can shop anytime of Sale of goods
the day/night
Online distribution channel for a
Walmart.com,
Clicks and Mortar company which also has physical Sale of goods
Shopperstop.com
stores
E-tailers Online version of direct mail
Catalog Merchant Landsend.com Sale of goods
catalog
Sale of goods,
Online Mall Fashionmall.com Online version of mall
transaction fees
Manufacturere Online sales made directly by
Dell.com, Airtel.com Sale of goods
Direct manufacturer

Krishna Koppa Digital Marketing

 Categorization of B2C Models – 7 models

B2C : E-tailers
Model

Catalogue Merchant Manufacturer Direct

Krishna Koppa Digital Marketing

 Categorization of B2C Models – 7 models

B2C : Content = distributes information content, such as digital news, music,

Provider Model photos, video and artwork over the web

B2C business
Examples Description Revenue Model
Model

Distributes information content,

Advertising,
such as digital news, music,
Content CNN.com, Subscription fees,
photos, video and artwork over
Provider NDTVlive.com Affiliate referral
the web
fees

Krishna Koppa Digital Marketing

 Categorization of B2C Models – 7 models

B2C : Content
Provider Model

Krishna Koppa Digital Marketing

 Categorization of B2C Models – 7 models

B2C : Transaction = Site that processes transactions for consumers that are
Broker Model normally handled in person, by phone, or mail

B2C business
Examples Description Revenue Model
Model

Processor of online sales

transactions, such as stock brokers,
E-trade.com,
Transaction travel agents, that increases
Expedia.com, Transaction fees
Broker customer productivity by getting
monster.com
things done faster and cheaply

Krishna Koppa Digital Marketing

 Categorization of B2C Models – 7 models

B2C : Transaction
Broker Model

Krishna Koppa Digital Marketing

 Categorization of B2C Models – 7 models

B2C : Market = builds digital environment where buyers and sellers can meet,
Creator Model display products and establish a price for products

B2C business Revenue

Variations Examples Description
Model Model

Web based business that

Auctions and eBay.com,
uses internet to create
Market Creators / other forms of OLX.com,
markets that bring buyers Transaction fees
Market Makers dynamic Quikr.com,
and sellers together
pricing Priceline.com

Krishna Koppa Digital Marketing

 Categorization of B2C Models – 7 models

B2C : Market
Creator Model

Krishna Koppa Digital Marketing

 Categorization of B2C Models – 7 models

B2C : Service
= Offers services online
Provider Model

B2C business Model Examples Description Revenue Model

Wcompanies that make money

myCFO.com,
Service Provider xDrive.com
by selling services online Sales of services

Krishna Koppa Digital Marketing

 Categorization of B2C Models – 7 models

B2C : Service
Provider Model

Krishna Koppa Digital Marketing

 Categorization of B2C Models – 7 models
= sites that create a digital online environment where people
B2C : Community
with similar interests can transact (buy/sell), communicate with
provider Model like minded people and receive interest-related info

B2C business
Examples Description Revenue Model
Model

Digital online environment where

people with similar interests can Advertising,
Blackplanet.com,
Community transact (buy/sell), communicate Subscription fees,
About.com,
Provider with like minded people and Affiliate referral
iVillage.com
receive interest-related info fees

Krishna Koppa Digital Marketing

 Categorization of B2C Models – 7 models

B2C : Community
provider Model

Krishna Koppa Digital Marketing

 Further Categorization of e-commerce business models

Categorization of B2B Models – 5 models

Marketplace /
E-distributor B2b Service Provider
Exchange (B2B Hub)

Matchmaker Infomediary

Krishna Koppa Digital Marketing

 Categorization of B2B Models – 5 models
B2B : Marketplace / = digital electronic market place where suppliers and
Exchange (B2B Hub) commercial purchasers can contact and conduct
Model transactions

B2B business Revenue

Variations Examples Description
Model Model

Helps bring buyers and sellers

together to reduce
Vertical e-steel.com, DirectAg.com Transaction fees
procurement costs for a
Marketplace
specific industry
/ Exchaneg
(B2B Hub)
Same as Vertical Type but
Horizontal TradeOut.com focused on specific products Transaction fees
and services

Krishna Koppa Digital Marketing

 Categorization of B2B Models – 5 models
B2B : Marketplace /
Exchange (B2B Hub)
Model

Vertical Horizontal

Krishna Koppa Digital Marketing

 Categorization of B2B Models – 5 models

B2B : E-distributor = a company that supplies products and services directly

to other individual businesses
Model

B2B business
Examples Description Revenue Model
Model

Grainger.com, Connecting with other business

E-distributor GE.com directly
Sale of goods

Krishna Koppa Digital Marketing

 Categorization of B2B Models – 5 models

B2B : E-distributor
Model

Krishna Koppa Digital Marketing

 Categorization of B2B Models – 5 models

B2B : B2B Service

= Sells business services to other firms
Provider Model

B2B business Revenue

Variations Examples Description
Model Model

Supports companies Sale of

Traditional Employeematters.com
through online services services
B2B Service
provider
Application Rents internet based
Service Salesforce.com, Corio.com software applications to Rental fees
Provider (ASP) businesses

Krishna Koppa Digital Marketing

 Categorization of B2B Models – 5 models

B2B : B2B Service

Provider Model

Traditional Application Service Provider (ASP)

Krishna Koppa Digital Marketing

 Categorization of B2B Models – 5 models
= company makes money by linking other businesses and
B2B : Matchmaker taking a cut of any business that occurs vis a transaction
Model fee /user fee

B2B business
Examples Description Revenue Model
Model

helps businesses find what they

Matchmaker iShip.com want and need on the web Transaction fees

Krishna Koppa Digital Marketing

 Categorization of B2B Models – 5 models

= a company whose business model is premised upon

B2B : Infomediary Model gathering info about consumers and selling it to other
businesses

B2B business Revenue

Variations Examples Description
Model Model

Gathers consumer info

Audience and uses it to help Sale of
DoubleClick.com
Broker advertisers to find their information
audience
Infomediary
Gathers consumer data
Lead Generator AutobyTel.com and uses it to direct Referral fees
vendors to customers

Krishna Koppa Digital Marketing

 Categorization of B2B Models – 5 models

B2B : Infomediary Model

Audience Broker Lead Generator

Krishna Koppa Digital Marketing

 There's no rocket science behind the estimation – growth of smartphones and more
secure and easy payment systems on the go are going to boost the segment.

Even as the m-commerce is growing, the segment cannot depend solely on smartphone
growth. Of course, smartphone growth is paving the way for mobile e-commerce, but
penetration of faster mobile Internet – faster and affordable 3G and perhaps 4G networks – is
equally important.

Krishna Koppa Digital Marketing

 t will be unfair to burden the e-tailing sites for the growth of mobile commerce. Other
sectors such as banking and e-governance have to optimise their services for the
mobile phone platform. Banking sector in particular has to take the lead in order to
push the mobile platform.

Wallet system has been around for quite some time, but hasn't gone mainstream in the
country. Wallet ensures a convenient and technologically quick method for you to
purchase products. If figures from Paytm are to be believed, wallet definitely promises
high potential – it has over 15 million active wallets within 10 months of launch, out of
which 6.5 million with money or saved cards.
But, wallet system faces a lot of challenges, ranging from RBI regulations to customer
awareness. However, we expect more relaxations in norms in the near future. The
wallet system is also going to help the developers monetize their apps. Moreover,
Initiatives such as Airtel's Airtel Money and Vodafone's m-pesa are certainly going to
make wallet more popular. Check out the RBI list for mobile wallet licence holders here.
Also read: Draft Guidelines for issuance and operation of Prepaid Payment Instruments
in India

Krishna Koppa Digital Marketing

 E-Commerce marketing strategies

E-Commerce strategies : These strategies almost remain same for B2B and B2C models

• Clicks Only Strategy

1 Market Entry Strategies
• Clicks and Mortar Strategy

• Permission Marketing
• Affiliate marketing
2 Customer Acquisition Strategies
• Viral Marketing
• Leveraging brands

• Personalization & One-to-One marketing

• Customization and Co-creation
3 Customer Retention Strategies
• Transactive Content
• Customer Service

Krishna Koppa Digital Marketing

 E-Commerce marketing strategies

Permission Marketing : Strategy in Affiliate Marketing : One website agrees

which companies obtain permissions to pay another website a commission for
from customers before sending them new business opportunities it refers to
information /promotional messages the site

Viral Marketing : The process of getting

Leveraging brands : Using the power of
customers to pass along a company’s
existing brand to acquire new customers
marketing messages to family, friends
for new product or service
and colleagues (online word-of-mouth)

Krishna Koppa Digital Marketing

 M-Commerce

Krishna Koppa Digital Marketing

Krishna Koppa Digital Marketing
 Another company that is going big on the m-commerce
segment is Paytm, which has been focusing on mobile and
DTH recharges.

Here's a few figures Paytm has shared – It receives over

800,000 orders a day,
has 90% repeat users, and
80% of new users are from mobile.

Paytm hopes to hit 1 million orders a day on the platform by

end of 2015.

Krishna Koppa Digital Marketing

 What is M-Commerce ?

Krishna Koppa Digital Marketing

 NextBus Case.

Mobile commerce (m-commerce,

m-business) =
any e-commerce done in a wireless environment,
especially via the Internet

• Can be done via the Internet, private

communication lines, smart cards, etc.
• Creates opportunity to deliver new services to
existing customers and to attract new ones

Krishna Koppa Digital Marketing

 Drivers for m-commerce

Internet explosion – more so on mobiles

E-Commerce

Growth in smartphones and wireless other devices

Faster internet connectivity : 3G/4G

Banking and e-governance sectors optimizing their services

for mobile phones

Krishna Koppa Digital Marketing

 NextBus Case.

Krishna Koppa Digital Marketing

 NextBus Case.

The Problem The Solution

Buses in San Francisco have difficulty Bus riders carrying Internet-enabled
keeping to 20 minute schedule during cell phone or PDA helps:
rush hours • Find estimated arrival time at each
Schedule was becoming meaningless stop, digitally in real time
• Soon location-based advertisements
will pop up—you have time to get a
cup of coffee before the bus
arrives—Starbuck’s is 200 feet to the
right

Krishna Koppa Digital Marketing

 NextBus Case.

Krishna Koppa Digital Marketing

 Characteristics of m-Commerce

Value added attributes

Product & Service

Characteristics localization

Product & Service

Mobility
Personalization

M-Commerce Ubiquity

Reachability
Instant Connectivity

Convenience

Krishna Koppa Digital Marketing

 Enabling technologies

Transmission modes :
• GPRS (General Packet Radio Service)
A step between GSM and 3G cellular networks.
Mobile phone can receive and transmit data at the same time. (e.g. make a phone call
and receives e-mail at the same time)
• 3G/4G
• W-CDMA (Wideband Code-Division Multiple Access)

WAP(Protocol) and i-mode(Service) :

• WAP(Wireless Application Protocol)
It is a open and standard wireless application software protocol
• i-mode
The first packet-based, always-on, mobile Internet service

Other related technologies :

• J2ME (Java 2 Micro Edition)
it makes mobile phones have a ability to execute program.
• XML（eXtensible Markup Language）
• IPv6
It gives every mobile phone can get its own IP.

Krishna Koppa Digital Marketing

 Various M-commerce services

Financial Entertainment Shopping

Advertising Payment Information

Krishna Koppa Digital Marketing

 Mobile wallet – some facts

Krishna Koppa Digital Marketing

 Payment
Systems

Krishna Koppa Digital Marketing

 Generic Payment Systems

Cash : Legal tender defined by a national

Checking accounts : Funds transferred
authority to represent a value
directly via a signed draft or check from
- It is instantly convertible
consumer’s account to a merchant or
- No intermediation of third institution
other individual
required

Stored Value : Accounts created by

Credit cards : It represents an account deposited funds into an account and
that extends credit to consumers to from which funds are paid out or
purchase while deferring payments withdrawn as needed
- Debit cards, Gift cards

Accumulating balance : Accounts that

accumulate expenditure and to which
consumers make periodic payments
- Utility bills, Postpaid Phone

Krishna Koppa Digital Marketing

 Current Online Payment Systems (COPS)

COD – Cash
Against delivery /
Credit Cards Digital Wallet
Check against
delivery

Digital
Online Stored
Digital Cash accumulating
Value System
balance

Digital credit
Digital Checking
card accounts

Krishna Koppa Digital Marketing

 Current Online Payment Systems (COPS)

Digital Wallet : Authenticates the Digital Cash : Also called as e-cash.

consumer through the use of digital Digital forms of value storage and value
certificates or other encryption exchange
methods, stores and transfers value and - Paypal, Yahoo Paydirect, Airtel Money,
secures the payment process Vodafone m-pesa

Digital accumulating balance payment

Online Stored Value Payment Systems :
systems : allows users to make
permit customers to make instant,
micropayments on the web,
online payments based on value stored
accumulating a debit balance for which
in online account
they are billed at the end of the month
- Eg : Ecount.com, Millicent
- Eg : qPass, iPIN, Millicent

Digital Checking : Seek to extend the

functionality of existing checking
accounts for use as online shopping
payment tools : digital money transfer
- Eg : eCheck, Achex Inc

Krishna Koppa Digital Marketing