Abhishek Gaurav
Computer & Accessories Vendor | Digital Mix
2013
Abhishek Gaurav
Digital Mix : Its time to invert the AIDA model !
What does this mean for Computer & Accessories Vendor? Computer & Accessories Vendor needs to sync itself with the evolution of
digital media (internet & mobile) to tap the potential of word of mouth through owned and earned media
Content is king, not channel – and actions that demonstrate and deliver a brand’s promise speak louder than words
It would make more financial sense to create targeted behaviour change first and then let your consumer advocates create awareness for you for free
Abhishek Gaurav
Digital Strategy
Abhishek Gaurav
Digital Strategy
Abhishek Gaurav
Action: 360 Online Media Approach
Action
Abhishek Gaurav
Action: Website
The website needs to be enhanced to include online videos for demonstrating the process
B2B and B2C testimonials to be established for regional and national customers with pictures
Include referrals and award them on sale
Abhishek Gaurav
Action : Social
Computer & Accessories Vendor needs to graduate from social media presence to social media connect
Currently Computer & Accessories Vendor doesn’t have any foot print on the social media apart from a very small fan base on FB
Content strategy needs to be devised for all social media channels Create engaging social media applications (ex: Win yourself a branded tablet)
Abhishek Gaurav
Action : Integrate with leading recharge websites with small value coupons
Computer & Accessories Vendor coupon to be integrated here
It would give access to highly targeted users with minimum wastage Non-intrusive environment for users
Source : themediaant
Abhishek Gaurav
LEADS / SALES
Commissions and incentives
Computer & Accessories
Vendor
Action : Affiliate Marketing
Affiliate Marketing Companies
Additional route for Computer & Accessories Vendor to reach their consumersLeverages high number of smaller websitesPerformance based advertising i.e. Cost Per Action pricing model for Computer & Accessories VendorUse of PPC affiliates, Display and email affiliates
Abhishek Gaurav
Action : SEM
Search Advertising
*Target usersThrough relevant
Keywords orPhrases and devices
Search Advertising
*Target usersThrough relevant
Keywords orPhrases and devices
Content Network
Advertising
*Targets relevantContent and
Contextually showsthe message/ad
Content Network
Advertising
*Targets relevantContent and
Contextually showsthe message/ad
Site Targeting
*Targets relevant Websites
Site Targeting
*Targets relevant Websites
Optimize campaign on non-brand keywords, Computer & Accessories Vendor has high competition from classified sites and regional repair and computer services chains
Use of search re-targeting with targeted ad copy to entice prospective consumer who left the site without purchasing or availing services
Use of technology like Marine to optimize search spends
Abhishek Gaurav
Digital Strategy
Abhishek Gaurav
Desire : Collaborating Owned and Earned Media
Des
ire
Abhishek Gaurav
Desire : Social CRM
Develop social CRM to influence viral customer advocacy Customer advocacy will result in customer acquisition
Abhishek Gaurav
Desire : Online PR
Build relationships with the most influential websites and online journalists Create quality SEO links back to Computer & Accessories Vendor website Tailored to new search trends that your prospects are using
Abhishek Gaurav
Digital Strategy
Abhishek Gaurav
Interest : Combination of Earned and Paid Media
Earned Media Paid Media
Inte
rest
Abhishek Gaurav
Interest : ORM
Offer great products and customer experience Create unique, useful content for both owned (website) and earned (i.e. guest
blog) media Spark fresh earned media acquisition with paid media and word of mouth
Abhishek Gaurav
Interest : Social Media Advertising
Targeted campaign and sponsored posts on Facebook Contests and user testimonials for twitter handle to promote brand advocacy Targeted ads for age groups, interests and demography for better conversion
Abhishek Gaurav
Digital Strategy
Abhishek Gaurav
Awareness : Paid Media
Use this to introduce, announce, spark interest and entice users to transact Computer & Accessories Vendor should use this to communicate new product
offering, testimonials and offers
Abhishek Gaurav
Awareness : Paid Media - Display | Shift in trends
Abhishek Gaurav
A shift from buying “Ad Space” to buying audience profiles
Abhishek Gaurav
Display : Online Marketing
Use of horizontals and verticals for reach Use real time bidding platforms for conversions Use display re marketing for missed opportunities
Abhishek Gaurav
Display : Mobile Marketing
Mobile penetration in India is the second highest in the world today Leverage mobile marketing channels from SMS to in app advertising to as
network and search
Abhishek Gaurav
Conclusion : Multiple Routes to Your Consumer
Horizontals / Verticals
Affiliates
Search - PPC & SEO
Mobile
WEBSITE
Social Media
Consumers
Develop content that is relevant and cost effective Theme based advertising targeted to consumer intent Integrate online and offline mediums Reach out to larger audience base, engage them and eventually graduate
them as brand advocates and propagators
Abhishek Gaurav
Thank You