module 2 customer behaviour ratan kk_masterclass on online marketing,– ratan kk:understanding the...

Mumbai

Mar 22, 2013

1 PM to 7 PM

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Understanding Customer’s

Online Behavior

Let’s Learn & Do It Better!

Let’s Be At It!

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Business, Marketing & eMarketing

Establishing Customers Need or Want

Having a Market Ready Product / Service

Connecting with an Identified Customer

For Sales, Distribution & Advertising

In the Market Place against Competition

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• Understand Consumers Online Behaviors

• Integrate Online Media into Marketing

Strategies

• Develop Integrated Online Marketing

Strategies

• Understand various Online Marketing Tactics

• Implement Online Marketing Tactics

• Know Online Industry

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All Businesses Today Must…

Who is Your Customer?

In Flesh & Blood

Emotions & Behaviors

Making their Life Better Today

Life Time Value

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Business, Marketing & eMarketing

Any Marketing Online = eMarketing

eMarketing = Customer Centric++

Paid Search, SEO, Social Media, eMail

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Why Customer Centric++?

Seamless Online Behavior Real time

Only way - Be Proactive to Engage

Each Engaging Tactic is a SILO

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Class Discussion 1

A Business Offering Please!

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Class Discussion 1

What is the Customer Engagement?

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Integrated eMarketing Funnel

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Website

Strategy

Email

Mobile Banner SMM PPC SE0

Web

Analytics

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What Tactics did they USE / Consume?

radio mags

newspapers

online ads outdoor

television

‘advertising’

social

media

bricks &

mortar

DM /

CRM

mobile

email

corporate

website

SEO

product

site(s)

campaign site(s)

video sharing social networks

blogs

forums personal pages

BOUGHT MEDIA

EARNED MEDIA

OWNED MEDIA All media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned Media

Typical corporate media spend Drives people to Owned Media

First-person commentary and content about the brand posted and shared across a variety of venues “Social Media” outlets also support both Bought Media (e.g., ad banners, sem/ppc, etc.) and Owned Media (e.g., widgets, apps, etc.)

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Tactic Out Come

Website Customer Engagement

SEO Customer Acquisition & Retention

PPC Acquisition & Retention

Social Media Branding, Participation & Engagement

Banner Branding & Acquisition

Content Marketing Branding & Acquisition

Email & Mobile Customer Retention & Acquisition

Affiliate Sales & Branding

ORM Customer Retention, Branding & Participation

Web Analytics Intelligence on Customer ‘touch points’

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eMarketing Tactics & Outcome

Class Discussion 2

A Business Offering Please!

Your Choice!

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Who is Your Customer?

In Flesh & Blood

Emotions & Behaviors

Making their Life Better Today

Life Time Value

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What is your eMarketing Plan?

• Who you are?

• What you do?

• Whom are you connected with?

• What do you say when some one interacts with you?

• What are your emotional connects?

• What do you work for?

• What others perceive you as?

• What is others experience of you?

• What are others talking about you?

• What are your reasons for your current social graph?

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What is Your Social Graph?

www.gutsgo.com

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Customer Profiling – Social Graph

http://www.firepolemarketing.com/blog/2011/04/30/customer-profiles/

Will she REFER you?

(B2C)

Will the Client Refer your Business?

(B2B)

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Why will she PAY you? (B2C)

Why will a Client Pay you? (B2B)

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Can the referrals work for your

Network Effect?

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The Network Effect

Understanding

User Generated Content (UGC)

&

Consumer Generated Contend

(CGC)

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What is UGC?

What is CGC?

Examples Please!

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Let’s Get our CC++ to our Wholly Grail

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Q & A

Let’s Be At It!

Let’s Learn & Do It Better!

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