Posts Tagged 'Digital Marketing India'

Inbound Vs Outbound Marketing – Digital Medium 2.0

After ages went on internet to discover what the great digital industry minds have been upto and came across a very interesting pop video on Ravi Kiran’s Blog which talked about Inbound Marketing.

For last 2-3 years whenever had been in discussion with evolved brands have been pushing the increasing important of inbound marketing over outbound marketing and how % of budgets should be invested in inbound marketing activities. To bring everyone on the same page with my defination of inbound marketing, All marketing activities like Cold Calling, TV Ads, Direct Mailers,Seminars, Road Shows,Banner Advertising when done with targeting to user behavior etc falls under Outbound Marketing where effort is to reach out to all potential and hope people interested would respond. Though their is nothing wrong in using this methodology and even in today’s world 90% of leads are generated by these methods but internet does allow us to generate leads which have higher quality of conversion and cost of acquistion will tend to keep getting lower. This can be done by the act of Inbound marketing which requires spending on creating information block to reach out to user of intent.

There are various other methods which can be propogated with effective use of Internet or Digital Medium which can vary from Search Engine Optimization(SEO) to Blogging, RSS, Social Media etc. Every brand’s objective has to be to create as much information possible around their brand product to create multiple gateways for prospective customers to funnel down in.

If we take example of a Mobile Phone brand like Sony Ericcson or Samsung with fixed money being invested in promotion and launch of series based on platform feature like cyber shot or walkman series there is high potential to create content on the web which first of all get customer to accept advantages of having high resolution photo capturing camera in phone over a normal camera and in unstructure way keep creating content with publishers on photo sharing sites,electronic review sites etc where peoples intent is some what driven to think investing in digital camera wouldnt add as much value as paying 20% premium on a phone which can do the same.  Also when brand does the same, create an agenda and propogate the same it should be open to criticism and should have feedback system to evolve the information as people start to accept or reject it. Even small things like ensuring a special message board or dedicated forum on music phones with 4-5 important sites where mobile phones are discussed or electronic reviews are done can help reach out to the consumer in mindframe or intent to buy.

One needs to clearly understand inbound marketing is not dependent on media buys being done on media plans but investing in the medium on more mid-term to long term horizon.

Inbound Marketing can be lot driven from traditional form of marke place marketing technique where how do you get the buyers to talk about you and create point of references or alternatively create information blocks which are must visit for people and your selling cash register is disguised as a help kiosk.

Few of the ways one can start taking lead on the digital media platform as inbound marketing tool

i) SEO – Please please please invest in SEO (Search Engine Optimization) and make your microsite landing pages Search Engine Friendly for more people to discover you.

ii) Blogging – Invest in sharing your knowledge of your domain and try to refrain from refering to your product more than once in the post as if people would start to respect you for your independence and knowledge they will automatically start respective your work or product you represent.

iii)Forums – Invest in forums and message boards by actively being present across

iv) Social Networking Sites-  My least favourite due to no RoI have been personally able to calculate their impact.

If your digial marketing spend is already 40% skewed towards inbound marketing you are at right path to achieve lower lead cost with higher quality conversion ratio. for the rest will be glad to help.

Digital Marketing Institute – Is it time to start one for the industry

Every single digital industry professional has been talking about starting one to fullfill ever growing need for Digital Marketing Institute for increasing skilled digital marketing professionals pool for industry to hire and hone.

Most of the certification available around concentrates on SEM and google based marketing and doesn’t look at going at fundamentals of marketing and how innovation can be digital medium lead and converted into 360 degree campaign which would help meet brand performance objectives of maximum reach leading to increase in sales or brand recogniztion as desired.

Recently we have seen lot of good Interactive initiatives like jaagore.com of TATA Tea or Sunsilk Gang of Girls social networking site has helped brand establish create recall or loyalty among segement of users which it was fast losing out to likes of Pantene in case of sunsilk etc.Hence there is strong case for us to train creative and media pros to understand the digital medium can be the lead medium for executability.

Such Digital Marketing Institute course program would need to concentrate on following topics

i) Fundamental of Strategic Planning in TV,Print,OOH and Radio

ii) Mapping of performance metrics of other mediums to digital medium metrics

iii) Understanding how to effectively use Internet Measurement Tools like Comscore, Alexa, Nielsen Online, Google ad Planner

iv) How to evaluate brand objectives for execution via digital medium

v) Various digital marketing techniques like SEO,SEM,PPC,CPM,Innovative properties,Mailer  and their impact on brand performance metrics with case studies

vi) How to design creatives,,microsite communication to ensure RoI from digital medium

vii) Media Planning and how to create performance benchmark for various properties

viii) How to demystify audience of media without actual using the property

ix) Effective Media Buying for Results – Negotiating and finding low cost – high performance media

x) Using Omniture, Visual Science, Atlas,DART for effective media optimization

xi) Social Media – How to create brand engagement using tools like blogging, Youtube,Social Networking sites

This is just basic guideline for starting a course and ofcourse can go into more details on what exactly should be covered etc and there will be lot of study put in generating the content and studying its impact for driving result for people taking the program.

In terms of business viability side program can be marketed to Advertising Agencies, Marketing Managers and even B-Schools can be partnered with for delivering the program.

If some one is ready to invest, am ready to execute the same 🙂 though would love some feedback on what all should be covered and individuals who can used as knowledge hub for same.


Contact Details

E-mail:siddharthpuri@gmail.com Call Me :+91-9910444460
June 2017
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