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Online Marketing Strategy. How to create a brand online? Creating aBrand Online An innovative product Competitive pricing model Brand Identification and.

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Presentation on theme: "Online Marketing Strategy. How to create a brand online? Creating aBrand Online An innovative product Competitive pricing model Brand Identification and."— Presentation transcript:

1 Online Marketing Strategy

2 How to create a brand online? Creating aBrand Online An innovative product Competitive pricing model Brand Identification and Reach Unparalleled service

3 Where can Iksula help Creating aBrand Online An innovative product Competitive pricing model Brand Identification and Reach Unparalleled service Already exists Will be taken care by Incom

4 Iksulas Approach

5 The Message

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11 Marketing Strategy

12 1. Create awareness and Acquire customers 2. Reduce CPA and Increase LTV

13 Marketing Strategy 1. Create awareness and acquire customers Phase 1

14 Search Engine Optimization Page title Keyword seeded Product content H1 tag Meta description Alt Image tag Standardized URL Optimize website content to rank higher on SERPs

15 Search Engine Optimization Advantages of implementing Schema Improvement in CTR of search results due to rich snippet Better interpretation of product page Common micro data format for all search engines Schema standardization Normal search result Rich snippet result

16 WOM Marketing Engage with Influencers A brand is no longer what we tell the customer it is - it is what influencers tell it is - Scott Cook Get Covered by Top Fashion Websites

17 Paid Marketing Google Display Advertisements Feature Status quo on All Popular Sites Yebhi has a 12X stronger brand recall than Provogue

18 Paid Marketing Facebook Paid Advertisements Reach Your Exact Target Audience

19 Paid Marketing Video Marketing 31.5 Million watch videos on YouTube everyday Coverage on Youtube and Mobile 87.1 million users experience Internet on their smart phones Mobile Marketing

20 Social Media

21 Engage with Millions 8/10 purchase a product after interacting with the brand/product on social media

22 Marketing Strategy 2. Reduce CPA and Increase LTV Phase 2

23 Conversion Rate Optimization 2 in 10 conversions do not take place due to incorrect element placement Perform Heat map Analysis and Click Tracking to understand User Behavior

24 Analytics Create a Holistic view of your business by turning customer interactions into Actionable insights.

25 Affiliate Marketing 40% of Amazons revenue is through Affiliate Marketing Jabong receives 2000 orders/day just from affiliates

26 Gender & Age Cart Abandonmen t Category & Products Viewed Time on site & Pages /Visit Device Type Used Customize messaging to each of your remarketing lists Remarketing Build retargeting lists based on past interaction and show them targeted advertisements

27 Website Social CRM Record Behavior Retention Marketing Record customer behavior via various sources

28 Retention Marketing Website Social CRM Who is the customer? When should you contact the customer? What content should the customer receive? Details Analyze behavior to identify engagement patterns Analyze Behavior Record Behavior

29 Remarketing Send Highly Personalized Interactions Product Recommendations Push Notifications SMS Details Website Social CRM Analyze Behavior Record Behavior Who is the customer? When should you contact the customer? What content should the customer receive? Retention Marketing Use insights to generate personalized communication

30 Retention Marketing Every 1 daySpend > 5mins on the Angry Birds T-shirt category but did not purchase Wait for 2 days. (Did not make a purchase) with products in Angry birds T-shirt category. Made a purchase in the last 5 days Finish Did not make a purchase in the last 5 days with similar products Sample communication strategy

31 Sample s for our Retention strategy

32 Marketing Strategy 1. Create awareness and Acquire customers 2. Reduce CPA and Increase LTV

33 Shopnineteen.com

34 Shopnineteen Mission of nineteen: To bring Fun, Fashion and Affordability to all women who wish to remain nineteen forever 1.www.shopnineteen.com was the first one in the country to launch video catalog for apparels for better understanding of fabric fit and fall.www.shopnineteen.com 2.shopnineteen is the first and only one to launch new collections comprising minimum 50 options every 15 days i.e. 7 th and 21 st.

35 What has Shopnineteen done till now

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37 Source wise order contribution Cost of Acquisition

38 What has Shopnineteen done till now

39 Zovi.com

40 Zovi Mission of zovi: Want to educate people on the value chain of apparel, to make transparent where their money is being spent. 1.www.zovi.com was the first one in the country to launch an app to try clothes online - ZoviEyewww.zovi.com 2.Zovi has the most amazing web interface and boasts one of the highest conversion rates in its sector

41 What has Zovi done till now

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43 Source wise order contribution Cost of Acquisition

44 What has Zovi done till now

45 FreeCultr.com

46 FreeCultr Premium lifestyle apparels brand for men and women FREECULTR defines a way of life. A way that is fluid. A way that is personal. A way that is our own. Gone are the days where style, fashion, moods, desires, personality need to be prescribed and followed. We are free to develop and choose our own path, our own style. This defines FREECULTR as a brand. FREECULTR was born out of the idea that simplicity is everything. Choice is freedom. Freedom is happiness. We have one simple goal - to deliver freedom to choose your own style.

47 What has FreeCultr done till now

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49 Source wise order contribution Cost of Acquisition

50 What has FreeCultr done till now

51 Iksula Case Studies

52 Iksulas expertise in SEO helped Croma optimize its content and significantly increase its keywords ranking Croma 97% | Growth in Organic traffic in 6 months

53 46%| Increase in overall leads 20%| Reduction in CPL in 3 months 130%| Increase in conversion in 3 months Iksulas team of paid marketing experts optimized campaigns and helped Health Total increase their conversions

54 5089| Total number participants 2085 | mentioning MAKEYOURMARK/PROVOGUE 19% | Increase in followers

55 1285| Total number participants 8.9% | Increase in follow

56 293% | Increase in Return on advertising spend 70% | Reduction in Cost per Acquisition 163% | Increase in click through rate

57 75%| Increase in Orders from website 86%| Increase in Orders from mobile devices

58 1700+| Total number of tweets on #BollywoodGoesProactiv Two is better than 1!! #BollywoodGoesProactiv & Proactiv trending at the same time 800+ | mentioning proactivindia

59 Marketing Budget

60 How much should you allocate Status Quo should allocate 10% of overall revenue for online marketing

61 Details Marketing spendsPercentage of total spendsMonthly(INR)Yearly(INR) Google Adwords 21% 17,50,000210,00,000 Social media 9% 7,50,00090,00,000 SEO 5% 4,16,66750,00,000 PR 8% 6,66,66780,00,000 Social media(Paid) 21% 17,50,000210,00,000 Affiliate 11% 9,16,667110,00,000 Marketing 9% 7,50,00090,00,000 Video 7% 5,83,33370,00,000 Mobile 9% 7,50,00090,00,000 Total 83,33, ,00,000 Service feeMonthly Retainer(INR) Iksula retainer200, % of spends

62 Timelines ActivitiesM1M2M3M4M5M6M7M8M9M10M11M12 Phase 1 SEO WOM Social media Paid Marketing Phase 2 Analytics CRO Remarketing Affiliate Retention

63 Terms Paid Marketing spends to be paid in advance Iksula retainer is excluding service tax

64 Thank You


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