Optimizing Digital Marketing Channels Sanjay Tripathy DISPLAY, , VIDEO, SEARCH, SOCIAL, MOBILE

The Consumer’s Life The Three Screen Trap Television Computer Mobile Phone Increase relevance of the personal medium

Digital Medium Build brand imagery Create relevant business enquires Generate business CPM CPC CPL CPA Evaluation Matrix

Marketers today have numerous online channels / media from which data is being generated in an exponential manner: Web (corporate site, display media) Social media (facebook, twitter) Video (youtube, metacafe) eDMs (loyalty programmes, lead generation) Search (PPC campaigns) Mobile (WAP, SMS, Apps) Marketing Pain-points

TOO MUCH DATA OR TOO LITTLE TIME? The traffic from these sources varies not just in size but also in frequency. Example:  TWITTER, FACEBOOK offer data updates by the minute  Search & Display Media data is streamed by the hour  eDM- DATA accumulates over 2 weeks So determining the optimum time horizon for campaign data to be aggregated before analysis itself is difficult.  Is one month too late?  Is 1 minute too early?

Solution Solutions

Role of Digital Build Awareness Build Brand Preference Create Business Enquires Generate Sales Not Really Create Brand Leaders WOM Brand Leader is an internet user who has had a great experience with the brand and shares his brand experience with his fellow users.

Step 1. Digital Channels Role Evaluation Each digital channel has a distinct new role today, defined by CONSUMERS, not by MARKETERS/AGENCIES. Consumers use Rediff, Facebook, Search and mobile for completely different purposes. Pushing a brand message across all channels will flood marketers with endless, meaningless, non-actionable data. Use Display media (banners, innovations, Videos) to create brand awareness, reach a large audience. Use Search to re-direct consumer curiosity towards your brand, POST brand awareness Use your website for sales closure POST search

Step 1. Digital Channels Role Evaluation (cont.) Use eDMs to create loyalty program, post-sales communication Use Mobile SMS to drive time related information regarding your product Use Facebook/Twitter to have a conversation with your consumer DONT use all channels for the same purpose – use each channel for its strengths

Step 2: Digital Data Planning WHAT data do you require? HOW are you going to collect the data? WHEN do you need the data? WHERE are you going to store & read the data?

Step 3: ROI Benchmarking COMSCORE “NATURAL BORN CLICKERS” STUDY 2009 recently proved that 8% of net population contributes 80% of clicks.  Figure a more holistic metric like view-through interactions on your website during and post-campaign Determine the ROI metric for each channel.  Example, a Social Influence Marketing (SIM) score for facebook/twitter/blogs etc… not “ctr”.  Web visitation for search  Unique reach & frequency for display media  Subscriptions for eDMs and so on Make changes to the media mix to optimize ROI The new evaluation parameter Cost per Opinion (CPO)

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