SESSION OVERVIEW Digital Marketing practices have pushed communications to an advanced level and transformed the way we market, sell or buy in past few decades. We often hear a lot of Digital Marketing transformation stories for big brands with fat budgets. But Startups wants to maximize ROI on every penny that is spent on Digital Marketing to sustain in the fast-paced competitive marketplace. This is where significance of Lean Thinking as ‘System of Innovation’ comes into the picture to transform the way Digital Marketing can be practiced. It results in making stronger connections with the customer and maximizing ROI with increased brand awareness, website traffic and leads for the business by following the ‘Build-Measure-Learn’ process. It will be depicted through engaging and insightful activities in the workshop. It is all about thinking big, starting small and scaling fast.

1. Digital Marketing for Startup
Noopur Pathak,
Consultant and Media Editor,
INNOVATION ROOTS

2. What’s in it for me?
● Fill out ‘What’s in it for me?’ sticky notes i.e. why I want to know about Startup Digital Marketing

3. Agenda
● Introduction to Digital Marketing
● Overview of Plan-Measure-Learn Process
● Define Key Performance Indicators (KPIs) for Digital Marketing Campaign
● Importance of Minimum Viable Product in Digital Marketing
● Refine Digital Marketing Campaign
● Benefits of Plan-Measure-Learn Process in Digital Marketing

4. Introduction to Digital Marketing for Startups

5. What is Digital Marketing?
The promotion of products or brands via one or more forms of electronic media.
It includes promotional efforts made via Internet, Social Media, Mobile phones, as
well as TV commercials and radio channels.

6. Digital Marketing
Television
Commercials
SMS
Radio
Billboards
Social Media
Banner Ads
Email Marketing
Content Marketing
Search Engine
Optimization
Pay Per Click
Internet Marketing
Search Marketing

7. Why Digital Marketing for Startup is
different than conventional Digital
Marketing?

8. The Conventional Linear Way
1.
Client Brief/Requirement Planning
2.
Development
3.
Implementation
4.

9. Learn Plan
Measure
Digital Marketing
for Startup

10. Plan
Digital Marketing
for Startup
● Understand Digital
Marketing Needs
● Know the Audience
● Demographics
● Set the Budget
● Strategy Development
- Target Digital
Medium
● Define Key
Performance
Indicators (KPIs) i.e.
No of visitors, no of
clicks, social actions
etc

11. Plan
Measure
Digital Marketing
for Startup
● Understand Digital
Marketing Needs
● Know the Audience
● Demographics
● Set the Budget
● Strategy
Development - Target
Digital Medium
● Define Key
Performance
Indicators (KPIs) i.e.
No of visitors, no of
clicks, social actions
etc
● Create Test Campaign
with 2-3 variants
(Minimum Viable)
● Launch the Campaign
for an iteration (1-2
weeks)
● Measure the
Performance - Reach,
Engagement etc.

12. Learn Plan
Measure
Digital Marketing
for Startup
● Understand Digital
Marketing Needs
● Know the Audience
● Demographics
● Set the Budget
● Strategy
Development - Target
Digital Medium
● Define Key
Performance
Indicators (KPIs) i.e.
No of visitors, no of
clicks, social actions
etc
● Create Test Campaign
with 2-3 variants
(Minimum Viable)
● Launch the Campaign
for an iteration (1-2
weeks)
● Measure the
Performance - Reach,
Engagement etc.
● Refine
Campaign
based on
Measurement
● Run the next
iteration

13. Pass the Question!
● Each group write a digital marketing related question on post it and pass it to other group
● The groups answer the questions received
● The questions and answers will be discussed later while concluding

14. Digital Marketing for Startup Activity

15. Client Brief
Hi there,
We are glad to inform you the launch of new flavors of ‘Amazing Ice Creams’ in this summer season - Coconut and Mango. This
season, we decided to connect children to their roots and the real flavors of their country.
We have budget of 500 points per day allocated to enhance reach on Facebook. (10 likes, 4 comments, 3 share and 2 follower per
day).
Looking forward to a suitable ad copy along with creatives to achieve the goal.
Cheers!

18. Plan
5 minutes

19. Develop
10 minutes

20. # Particulars Likes Comments Shares Followers
Target 10 4 3 2
1 Ad 1
Ad 2

21. ● Ad having company name in ad copy gets 1 like
● Ad having company name in banner gets 1 like
● Ad having word limit of 15-25 gets 2 likes, 1 comment
● Ad mentioning call for action gets 2 like, 1 comment, 1 share
● Ad having less than 8 words on banner get 2 likes, 1 comment, 1 share,1
follower
Measure

22. Plan
2 minutes

23. Develop
5 minutes

24. ● Ad having company name in ad copy gets 1 like
● Ad having company name in banner gets 1 like
● Ad having word limit of 15-25 gets 2 likes, 1 comment
● Ad mentioning call for action gets 2 like, 1 comment, 1 share
● Ad having less than 8 words on banner get 2 likes, 1 comment, 1 share,1
follower
● Ad having website link in ad copy gets 2 likes, 1 comment, 1 share, 1 follower
Measure

25. Conclusion

26. Discuss the questions and answers by Groups and What’s in
it for me.

27. Let’s Walkabout!

28. Thank you!
Noopur Pathak
Twitter @NoopurPathak
Skype @noopuronweb
Blogger @beingnoopur