31-Jan-20 1 · SEM Vs SEO Vs Facebook? 31-Jan-20 10. Q: Is my product/ category mass/ niche?...

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eTailing for a BillionVedanarayanan V, SMB, Business Head

Agenda

1. The Great Indian digital story

2. Digital Marketing – Core Startup engines

3. Paid Acquisition Playbook – Facebook Vs Google?

4. Paid Acquisition Caselet – India’s largest Health-Tech App

5. The Engagement conundrum – What?

6. An Engagement Caselet - One of the world’s largest Ed-Tech players

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The Great Indian Digital Story

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Search is not the natural entry point

on mobile

93% of time spent by Indians on Mobile is in Apps

In apps, people expect to discover things just for them

Indians on FacebookPresent Across Audience that Matters

Reach+ 270 Million

15 – 24 years

25+ years

Males

Females

51%

49%

24%

Source: WAM, September Month 2019

Top 8 metros

Other Urban Centers

33%

67%

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Digital Marketing – Core Startup Engines

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Focus: AcquisitionSEM Vs SEO Vs Facebook?

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Q: Is my product/ category mass/ niche? (Google keyword planner/ Google trends)

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A: If mass (already existing latent demand), then prioritize Google

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A: If Niche, is it high engagement & high visual quotient, then prioritize facebook

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A: If Niche, but low engagement, then go back to Google, prioritize SEO for neighboring keywords.

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Caselet – India’s largest Health-Tech App

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Mobile Marketing Key Recipe Elements

Focus: Engagement & Nurturing

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Working with/ engaging with your current pipeline of leads, prospects, customers through various touchpoints

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1. Mature Vs Nascent category

When do you really need lead engagement & nurturing?

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1. Mature Vs Nascent category2. Unknown Vs omnipresent brand


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1. Mature Vs Nascent category2. Unknown Vs omnipresent brand3. High Vs Low ASP


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1. Mature Vs Nascent category2. Unknown Vs omnipresent brand3. High Vs Low ASP4. Long Vs short sales conversion

cycles


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1. Mature Vs Nascent category2. Unknown Vs omnipresent brand3. High Vs Low ASP4. Long Vs short sales conversion

cycles5. B2B Vs B2C


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1. Mature Vs Nascent category2. Unknown Vs omnipresent brand3. High Vs Low ASP4. Long Vs short sales conversion cycles5. B2B Vs B2C6. Service Vs Product


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1. Mature Vs Nascent category2. Unknown Vs omnipresent brand3. High Vs Low ASP4. Long Vs short sales conversion cycles5. B2B Vs B2C6. Service Vs Product7. High Vs low levels of standardization


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1. SEO

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1. Part of a transaction lifecycle for driving conversions

How can you use Lead engagement & nurturing?

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2. Driving stickiness/ loyalty/ repeat behavior/ engagement


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2. Driving stickiness/ loyalty/ repeat behavior/ engagement

3. Refunneling users and improving marketing ROI


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All right, let’s talk business, I am a CEO, explain to me in simple terms

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Q: Why do I need lifecycle emailers?

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Q: Why do I need lifecycle emailers?

A: For 2 strong reasons

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Reason 1: A happier, more productive sales team since they now spend time ONLY with qualified prospects

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Reason 1: A happier, more productive sales team since they now spend time ONLY with qualified prospects

Result – Increased sales conversion rates, revenues – Enhanced topline

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Reason 2: Increased efficiency of marketing since no longer do they need to focus on expensive cpc campaigns alone.

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Reason 2: Increased efficiency of marketing since now longer do they need to focus on expensive cpc campaigns alone.

Result – Reduced Cost of customer acquisition (CAC) - Improved bottomline

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Caselet – One of the world’s largest Ed-Tech players

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Marketing Automation/ DRIP Lifecycle emailers

1. DRIP lifecycle duration = 70% of sales conversion time window

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1. DRIP lifecycle duration = 70% of sales conversion time window2. “Hot” lead DRIP

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1. DRIP lifecycle duration = 70% of sales conversion time window2. “Hot” lead DRIP3. “Cold” lead DRIP

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1. DRIP lifecycle duration = 70% of sales conversion time window2. “Hot” lead DRIP3. “Cold” lead DRIP4. Repeat DRIP

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1. DRIP lifecycle duration = 70% of sales conversion time window2. “Hot” lead DRIP3. “Cold” lead DRIP4. Repeat DRIP5. Learner DRIP

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1. DRIP lifecycle duration = 70% of sales conversion time window2. “Hot” lead DRIP3. “Cold” lead DRIP4. Repeat DRIP5. Learner DRIP6. “Dead” lead DRIP

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Repeat Purchases

1. The problem statement – Extremely low repeat consumer behavior

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Repeat Purchases

1. The problem statement – Extremely low repeat consumer behavior2. Solution - Setup a robust, premium offering (The Masters Program) and

concept for a “learning path”

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Repeat Purchases


concept for a “learning path”3. Specific user cohort targeting

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Repeat Purchases


concept for a “learning path”3. Specific targeting

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Repeat Purchases


concept for a “learning path”3. Specific targeting4. Repeat DRIP emailers

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• Does this provide you with enough food for thought?• Feedback, first reactions?

Let’s discuss

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Questions?

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Thank You

31-Jan-20 1 · SEM Vs SEO Vs Facebook? 31-Jan-20 10. Q: Is my product/ category mass/ niche?...

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