Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
2. STUFF WE WILL COVER TODAY
THE MARKETING FUNNEL
MARKETING FUNCTIONS MAPPED TO FUNNEL
PERFORMANCE MARKETING
SPEND STRATEGY with CHANNELS & METRICS
GROWTH HACKS vs GROWTH ENGINES
3. QUICK
BRUSH UP
SEARCH
ENGINE IS A
LOT LIKE
A FOOD
EXPERT
KNOWS THE BEST
PLACES AS PER CUISINE
RATES BASIS PERSONAL
EXPERIENCE, USER
REVIEWS , OTHER
REVIEWERS
PENALTY FOR BAD
REVIEWS /SERVICE
7. ORDERING FOOD VS BUYING PHONE
Comes Across Ad for
App X
Comes Across Ad
for Phone on App Y
Installs & Signups Up on App
Reads Reviews / Visits Offline
Store/ Consults Friends /
Compares Price
Buys phone from App Y
Installs the App &
Registers
Eat Out / Call2Order /
App X for Food
Orders Food from App X
Refers friend for App X Refers friend for App Y
12. PERFORMANCE : CHASE HIGH INTENT
AUDIENCE ON LOW SPILL CHANNELS
WHO IS MOST LIKELY TO BUY HEALTH INSURANCE ?
SOMEONE SEARCHING FOR HEALTH INSURANCE ONLINE ?
LISTENERS OF RADIO-MIRCHI IN MUMBAI ?
USERS WHO WATCH KOFFEEWITHKARAN ON HOTSTAR ?
SOMEONE WHO JUST BOUGHT A LIFE INSURANCE ?
SOMEONE ATTENDING IIT TECH FEST ?
SOMEONE SUBSCRIBED TO HEALTH TIPS PAGE ON FACEBOOK ?
SOMEONE REGISTERED ON NAUKRI WITH INCOME 10-15LAC?
SOMEONE WHO WENT TO SITES SELLING INSURANCE?
13. PERFORMANCE : CHASE HIGH INTENT
AUDIENCE ON LOW SPILL CHANNELS
WHO IS MOST LIKELY TO BUY HEALTH INSURANCE ?
SOMEONE SEARCHING FOR HEALTH INSURANCE ONLINE ?
LISTENERS OF RADIO-MIRCHI IN MUMBAI ?
USERS WHO WATCH KOFFEEWITHKARAN ON HOTSTAR ?
SOMEONE WHO JUST BOUGHT A LIFE INSURANCE ?
SOMEONE ATTENDING IIT TECH FEST ?
SOMEONE WHO LIKED HEALTH TIPS PAGE ON FACEBOOK ?
SOMEONE REGISTERED ON NAUKRI WITH INCOME 10-15LAC?
SOMEONE IN MARKET TO BUY HEALTH INSURANCE?
16. 10 MINS
BRAND A : WANTS TO LAUNCH
HEALTH INSURANCE FOR PETS
WHO CAN THEY TARGET ?
HINT:
THINK WHAT YOUR TARGET USERS DO ONLINE ?
SEARCH ?| IN MARKET ? | FACEBOOK ? | VIDEOS? | INFLUENCERS ?
18. GROWTH HACKS DELIVER - MOST
WHEN BOOTSTRAPPING
LETS DISCUSS A FEW GROWTH HACKS
BUT DON'T CREATE A PSYCHOLOGICAL BIAS TOWARDS
INVESTING IN LONG TERM STRATEGIES
23. HIRING SUPPLY
FOR A BIKE TAXI SERVICE
DEMAND FOR RENTOMOJO
FREE POSTS IN FACEBOOK FLAT &
FLATMATES GRP
24. IT'S A WRAP!
THE MARKETING FUNNEL
MARKETING FUNCTIONS MAPPED TO
FUNNEL
PERFORMANCE MARKETING
SPEND STRATEGY with CHANNELS & METRICS
GROWTH HACKS vs GROWTH ENGINES
25. THANK
YOU
Write to me here :
singh.vaishali02@gmail.com
Lets stay connected :
LINKEDin : Vaishali Singh