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Majority of DM strategies fail mainly because companies do no appreciate the

real-time/on-time feedback factor

Digital platform is more of multi-way communication. Reviews is C-to-C and
feedback can be C-to-B
Paid/owned/earned media: how this plays out in digital space? What are the
synergies between these three? Understanding the linkages!
Read articles
Social media validation
Create utility in order to get customers online: functional, entertainment and
Complete understanding of the customer important for
Does your customer have a smartphone?
How much time in a day do they surf online?
In the lifetime, have they done at least once a transaction in their lifetime?
Spray and pray
Understand customers, touchpoints, and digital presence and then choose your
option for marketing.
Omnicomm creating its own media channel for HUL. Understanding customer.
Bring parsimony to your digital campaign

Class 2
SBR: Customer journey Map
Crux of digital strategy : Understanding the consumer and then mapping their
journey online and offline.
Two articles for this topic! HBR and McKinsey
Companys perspective for customer purchase: Suspect-Prospect-LeadsCustomer-Advocacy
At each stage, consumer is looking for some information. In each stage,
consumers are asking questions.
Post purchase has become most important stage in digital world because reviews
and feedbacks can reach millions at a very fast rate
Touch points: any way customers can learn more about the brand! Consumer
driven- consumer is reaching out to get information, comoany drivenadvertisements. Company driven is as low as 30%.
Passive loyalty vs active loyalty
Creating buyer persona:
Stages, channels, information-needs are the dimensions for consumer journey

Day 3

Golden triangle of search!

Search Psyche is a very powerful concept.
Understanding difference between SEM and SEO!
SEO: organic without any ads whereas SEM: with an ad!
Backlinks when other websites connect to website!
To give most relevant and persuasive content to customers, marketers need to
link the pages effectively.
Relevance of the content that you create and relevance of customer queries is
the main factor to be linked as top search.
How and why account for 62% of queries for first two stages of customer journey.
Understanding queries is through adwords!
You need to understand customer as well as Google to make sure your site is on
top search.
At top level Google wants money. Then comes having more people use Google!
Then more people clicking!
Google charges PPC for CTR!
Bidding strategies by Google!
Bounce rate for google
You search should be mobile friendly!
Negative keywords
Keywords change by funnel
White Hat and Black Hat SEO

Concept of local search

Long tail of search : MOZ and seachEngineLand

Lifetime value of keywords (LTV)

Day 4
Creating affiliates thereby creating backlinks!
It is important to have customer as much in your website as you can!
Customer retention is important and it requires going through the
entire consumer journey again!
Example: Retention with average purchase cost/ order value of 50
Barnacles customers, butterfly customers!

Day 5
Based on social media
Social media has two components: paid and unpaid (organic)
SM is all about networks, interactions, part of community, sharing information,
Central word related to social media campaign is Engage
Conversions when it comes to social media: increase conversions to your
website, increase engagements in app, people claiming offer promote catalogue
Facebook advert: important to have clear audience, message must be ready
Inportant : co-creation, promote lifestyle,
First build your audience, then engage them and finally harvest.
Aksing consumers to come to community, equivalent to asking person to come
over dinner and do nothing
Lighthouse insights

Persona, products category, website, social media, linking, how to search your
Objective---how to achieve how to measure?
Acheveing stages of journey
Content must eventually help consumers get solurtion
Variables to consider while choosing content format: channel, format, product,
what stage, money limit