1. Mumbai
Mar 22, 2013
1 PM to 7 PM
© GutsGo eMarketing 1

2. Understanding Customer’s
Online Behavior
Let’s Learn & Do It Better!
Let’s Be At It!
© GutsGo eMarketing 2

3. Business, Marketing & eMarketing
Establishing Customers Need or Want
Having a Market Ready Product / Service
Connecting with an Identified Customer
For Sales, Distribution & Advertising
In the Market Place against Competition
© GutsGo eMarketing 3

4. All Businesses Today Must…
• Understand Consumers Online Behaviors
• Integrate Online Media into Marketing
Strategies
• Develop Integrated Online Marketing
Strategies
• Understand various Online Marketing Tactics
• Implement Online Marketing Tactics
• Know Online Industry
© GutsGo eMarketing 4

5. Who is Your Customer?
In Flesh & Blood
Emotions & Behaviors
Making their Life Better Today
Life Time Value
© GutsGo eMarketing 5

6. Business, Marketing & eMarketing
Any Marketing Online = eMarketing
eMarketing = Customer Centric++
Paid Search, SEO, Social Media, eMail
© GutsGo eMarketing 6

7. Why Customer Centric++?
Seamless Online Behavior Real time
Only way - Be Proactive to Engage
Each Engaging Tactic is a SILO
© GutsGo eMarketing 7

8. Class Discussion 1
A Business Offering Please!
© GutsGo eMarketing 8

9. Class Discussion 1
What is the Customer Engagement?
© GutsGo eMarketing 9

10. Integrated eMarketing Funnel
© GutsGo eMarketing 10

11. What Tactics did they USE / Consume?
Website Email Web
SE0 PPC SMM Banner
Strategy Mobile Analytics
© GutsGo eMarketing 11

12. EARNED MEDIA
radio
First-person commentary and
mags
newspapers
bricks & content about the brand posted
and shared across a variety of
mortar product venues
site(s)
‘advertising’ “Social Media” outlets also
corporate support both Bought Media (e.g.,
online ads website ad banners, sem/ppc, etc.) and
outdoor
Owned Media (e.g., widgets, apps,
television
etc.)
DM /
CRM
OWNED MEDIA
All media directly owned by the brand. These
destinations provide a platform to drive marketing
messages and tools to create Earned Media
mobile
campaign video sharing
site(s) social networks
BOUGHT MEDIA blogs
Typical corporate media spend social
Drives people to Owned Media email
media
SEO forums
personal pages
© GutsGo eMarketing 12

13. eMarketing Tactics & Outcome
Tactic Out Come
Website Customer Engagement
SEO Customer Acquisition & Retention
PPC Acquisition & Retention
Social Media Branding, Participation & Engagement
Banner Branding & Acquisition
Content Marketing Branding & Acquisition
Email & Mobile Customer Retention & Acquisition
Affiliate Sales & Branding
ORM Customer Retention, Branding & Participation
Web Analytics Intelligence on Customer ‘touch points’
© GutsGo eMarketing 13

14. Class Discussion 2
A Business Offering Please!
Your Choice!
© GutsGo eMarketing 14

15. Who is Your Customer?
In Flesh & Blood
Emotions & Behaviors
Making their Life Better Today
Life Time Value
© GutsGo eMarketing 15

16. What is your eMarketing Plan?
© GutsGo eMarketing 16

17. What is Your Social Graph?
• Who you are?
• What you do?
• Whom are you connected with?
• What do you say when some one interacts with
you?
• What are your emotional connects?
• What do you work for?
• What others perceive you as?
• What is others experience of you?
• What are others talking about you?
• What are your reasons for your current social
graph?
© GutsGo eMarketing 17

18. Customer Profiling – Social Graph
www.gutsgo.com
http://www.firepolemarketing.com/blog/2011/04/30/customer-profiles/ © GutsGo eMarketing 18

19. Will she REFER you?
(B2C)
Will the Client Refer your Business?
(B2B)
© GutsGo eMarketing 19

20. Why will she PAY you? (B2C)
Why will a Client Pay you? (B2B)
Can the referrals work for your
Network Effect?
© GutsGo eMarketing 20

21. The Network Effect
© GutsGo eMarketing 21

22. Understanding
User Generated Content (UGC)
&
Consumer Generated Contend
(CGC)
© GutsGo eMarketing 22

23. What is UGC?
What is CGC?
Examples Please!
© GutsGo eMarketing 23

24. Let’s Get our CC++ to our Wholly Grail
© GutsGo eMarketing 24

25. Q&A
Let’s Be At It!
Let’s Learn & Do It Better!
© GutsGo eMarketing 25