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Digital Marketing For Startups By VENUGOPAL GANGANNA, CEO at Langoor Digital

Digital Media Marketing is a quintessential tool today. With the global internet population of over 4 billion, an increasing number of customers now make their purchase decisions online. The story is no different in India – with more than 60% of India’s population below the age of 40; we find a lot of them logging into the internet and social media pro-actively. With an increasingly disposable income, this crowd too is sure to make a large portion of their purchases online.
With the growth of online purchases, it is not surprising that the power of paid media advertising is declining in comparison to newer advertising trends. For example; Print Ads, Television commercials, radio, and even online digital campaigns are being overtaken by company websites who use unpaid, earned, and owned messaging. Other advertising methods are hugely dominated by social media, along with key market influencers and existing customer word-of-mouth. The rapidly spreading flame of digital connectivity has also attracted organizations such as political parties, NGOs, and, small and large corporates likewise, to try to engage proactively through the digital media.
Find the answers you have been searching for. Participate in NSRCEL’s ‘Digital Marketing For Startups’ seminar to unlock the world of Digital Media Marketing. Generate ideas on how you can leverage this crucial marketing tool to make your business more successful.

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Digital Marketing For Startups By VENUGOPAL GANGANNA, CEO at Langoor Digital

  1. 1. December 5, 2017 March, 2018 Marketing X01
  2. 2. The Science and art of exploring, creating and delivering value to satisfy the needs of a target market for a profit • Consumers at the heart of business • Science and art at the heart of marketing • Brands with purpose + meaning • Go to market strategy with idea, technology • Experience and engagement at the center of advertising
  3. 3. TRANSFORMFUTURE GETTRAFFIC CREATEENGAGEMENT & SALES • Brand thinking and Digital identity • Core content strategy • Builddigitalpresenceandleveragecore DMactivitieslike Search,social, organic and inorganic push • Platform thinking and MarketingAutomation • Increase engagement with ideas and advertising • Optimize channels, Retarget and Remarket • Build community and increase revenue/customer • Out of the box ideas • Create thought leadership using world without borders, Connected platform, Experience economy and Shared economy trends Digital Marketing Framework
  4. 4. Lot of startup’s lack all basic requirements that go in the making of a successful “Brand”
  5. 5. WHY. THE NEW AGE BRAND PARADIGM. It is critical to define the who. But modern day startup’s are about WHY. THE PURPOSE.
  6. 6. The DNA of Disruptive companies WITH NOT JUST A LOGO, WEBSITE, TABLESTAKES MARKETING… WITH A HOLISTIC BRAND THINKING THAT GIVES A DEFINITIVE CLARITY AS TO WHY ARE YOU IN THIS BUSINESS… AND THIS THEN LEADS TO A 360 DEGREE ACTION PLAN.
  7. 7. A LOOK AT A DISRUPTIVE/ TRANSFORMATIONAL ‘BRAND’
  8. 8. The product idea. Community marketplace for couches to castles. “We connect people who have space to spare with those who are looking for a place to stay. Guests can build real connections with their hosts, gain access to distinctive spaces, and immerse themselves in the culture of their destinations.”
  9. 9. The larger context. SHARING ECONOMY.
  10. 10. The big purpose. Forget Hotels. Belong Anywhere.
  11. 11. Positioning in the market and in the minds of the consumer in a manner that is unique, differentiated manner BY GOING BEYOND FUNCTIONAL NEEDSOFTHE CATEGORYTO A LARGER PURPOSE AROUND WHICHTHE ENTIRE BRANDWILL BE CENTERED.
  12. 12. Key parameters of assessment for BRANDING. RELEVANCE BEYOND FUNCTIONALITY COMPETITIVENESS SUSTAINABILITY UNIQUENESS DIFFERENTIATED
  13. 13. TRANSFORMFUTURE GETTRAFFIC CREATEENGAGEMENT & SALES • Brand thinking and Digital identity • Core content strategy • Builddigitalpresenceandleveragecore DMactivitieslike Search,social, organic and inorganic push • Platform thinking and MarketingAutomation • Increase engagement with ideas and advertising • Optimize channels, Retarget and Remarket • Build community and increase revenue/customer • Out of the box ideas • Create thought leadership using world without borders, Connected platform, Experience economy and Shared economy trends Digital Marketing Framework
  14. 14. CATEGORY How do we createintent or capture the intent for the category? PRODUCT How do we influencethis intent into purchase? BRAND How do we stayTopof Mind in ourTG?
  15. 15. Build Digital Presence Leverage Core DM Omni Channel Strategy  CreateWeb presence and build social channels  SEO  Paid Media and Programmatic  Social Media Marketing  Brand promotion and engagement  Leverage offline presence  Channel strategy  Experience & email marketing GetTraffic
  16. 16. HOW DOES ITWORK? Unified Stack
  17. 17. TRANSFORM FUTURE “Prediction is very difficult, especially about the future” – Yogi BerraThe World of 2020 Implications • The Algorithmic age • Customers never enter data • Data analysis enables insight to action Data Stewardship = competitive advantage
  18. 18. “Prediction is very difficult, especially about the future” – Yogi BerraThe World of 2020 Implications • The Algorithmic age • Customers never enter data • Data analysis enables insight to action • A world without barriers • No human interventions • Least resistant path to buying Ecosystem = Reimagine Data stewardship = competitive advantage TRANSFORM FUTURE
  19. 19. Product = E2E Experiences “Prediction is very difficult, especially about the future” – Yogi BerraThe World of 2020 Implications • The Algorithmic age • Customers never enter data • Data analysis enables insight to action • A world without borders • No human interventions • Least resistant path to buying • Connected environment • Connects people with each other • Interoperability, free flow of data Ecosystem = Reimagine Data stewardship = competitive advantage TRANSFORM FUTURE
  20. 20. Experience = Love “Prediction is very difficult, especially about the future” – Yogi BerraThe World of 2020 Implications • Experience Based Economy • Seeks authenticity • Ignore ads, Require Immediacy • The Algorithmic age • Customers never enter data • Data analysis enables insight to action • A world without borders • No human interventions • Least resistant path to buying • Connected platforms & services • Easy, natural, personal, context aware • Interoperability, free flow of data Product = E2E Experience Reimagine Ecosystem Data stewardship = competitive advantage TRANSFORM FUTURE
  21. 21. Experience = Love “Prediction is very difficult, especially about the future” – Yogi BerraThe World of 2020 Implications • Experience Based Economy • Seeks authenticity • Ignore ads, Require Immediacy • The Algorithmic age • Customers never enter data • Data analysis enables insight to action • A world without borders • No human interventions • Least resistant path to buying • Connected platforms & services • Easy, natural, personal, context aware • Interoperability, free flow of data • Cloud connected apps, devices, data Product = E2E Experience Reimagine Ecosystem Data stewardship = competitive advantage TRANSFORM FUTURE • Shared Economy • Allure on non ownership Access not Ownership
  22. 22. HOW DOES ALL OF IT COME TOGETHER
  23. 23. Engagement Search-ability & Experience Data & Connected experience Behavior & Mobility Content & Channels
  24. 24. Engagement & Service PTAT > 5%, Service SLA <32 Hours, Social traffic >15%, Search and Experience Top ranking for 10 brand and non branded keywords, Speed by 40%, DirectTraffic by 20% Content and Channels Programmatic spend, Improve content sharebiility by 30% Data & Connected Experience Spend aligned to traffic trend, content strategy as per listening Behavior and Mobility 45% spend on mobility, Build 15 segments and build data stack
  25. 25. December 5, 2017 Thank You VenugopalGanganna Venu@Langoor.com

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