Digital & Social Media Strategy

Digitally Savvy
new age Consumer

Traditional Consumer
 CONSUMER BEHAVIOR

Compare prices amongst brands and shops and looks for

discounts

Ask her friends for their opinions before making a decision

Tell friends about her experience (good or bad) with the

brand purchased

Prefers a supplier due to reliability and convenience

Digital Marketing Framework

Great Content for

Website Marketing
SEO

CUSTOMER
Email Database Email Marketing
ENGAGEMENT

Facebook, Twitter, Social Media

Instagram Marketing
PLACE
This is something that has been truly revolutionized

From… …to this

PRICING

• Pricing needs to be competitive

• Pricing needs to be transparent

• Not necessarily cheapest but price value equation needs to be best

PRODUCT

• Don’t fool the consumer…consumer always sees through bad quality

• If the product doesn’t deliver…be ready for the backlash

• It is important to not only focus on the product but the entire supply
chain
APPLE MAP DISASTER
PROMOTION

• Promotion is everything you do, online or offline, to get your product

in front of your prospects, acquire new customers and retain existing
ones.
 KEY ELEMENTS OF PROMOTION

• WEBSITE:
• to become valuable, traffic must be converted. Your website should be a conversion engine for the traffic being
directed towards it.

• SEO:
• It is a process of aligning your content on your website to what your prospective consumers are actively
searching and then presenting it in a manner that is easily accessible for both people and search engines

• PAY PER CLICK:

• it offers you a way to buy your way into the search results page for chosen keyword and key phrases

• AFFILIATE MARKETING:
• partnering with other online entities for a mutually beneficial relationship
 KEY ELEMENTS OF PROMOTION

• ONLINE PR:
• creating a positive perception of your brand online

• SOCIAL NETWORKING:
• advertising to niche consumers based on their profile and preferences

• EMAIL MARKETING:
• effective way of creating new consumers an maintaining ongoing relationships with existing consumers who
have opted to receive information

• CUSTOMER RELATIONSHIP MANAGEMENT:

• digital technology makes developing an enduring connection with your customers more straight forward and effective than
ever before.
WEBSITE: Your Window to the Digital World

• Steps toward building a great website

• Planning

• Design

• Development

• Testing

• Deployment
But before you start…
• Know why you are building a website in the first place

• Know who your website is for

• Know how the consumer would be interacting with your website

• Usability
• Accessibility
• W3C – web standards

• Know your competition

• …BUT MOST IMPORTANTLY

WORDS
They make your website tick?

Or…

Is it video or audio?
 Arranging Information on Website

• Start with your keywords

• Define your content structure
• Your Home Page
• Writing effective web content
• Grab attention: clear ,concise & to the point
• Make scannable: break into paragraphs
• Use inverted pyramid : most information and story at the top
• Be Consistent: simple, easy to read writing style, use style guide or style house
• Engage with your reader
Choosing your Domain Name

• Make it catchy, memorable & relevant

• Use a country specific Top Level Domain (TLD)

• Can Buy multiple domain Names

• Keywords in the domain name can benefit

www.whorepresents.com
www.speedofarts.com
www.therapistinabox.com
Choosing your Domain Name

• Make it Catchy, memorable & relevant

• Use a country specific Top Level Domain (TLD)

• Can Buy multiple domain Names

• Keywords in the domain name can benefit

 Web Hosting
What is hosting?
It refers to server that houses the information that comprises a given website.

Types of Hosting

• Shared Hosting Accounts

When multiple sites and their files are housed together on the same server.
Dedicated control panel for account administration & some control over server configuration,
shared server resources

Advantages:
• Low cost and ease of use is high.
• Ideal for medium traffic and small to medium business

Disadvantages:
• High spikes in traffic on the server can lower your site speed.
• SEO ranking can be affected if any of the sites on the server is ranking very low on the server.
 Web Hosting

• Virtual private Hosting (VPS):

The server is shared among several users but each site is allocated their own resources.
complete administrative control over virtual space, account administration & configuration , shared
server resources
Advantages:
• Increased security as compared to shared hosting
• Relatively more control over resources
• Low cost and ease of use .
• Ideal for medium traffic and small to medium business
Disadvantages:
• Can be more complicated and increased cost to each user.
 Web Hosting

• Dedicated Hosting
The server is completely independent and plenty of resource are available all to yourself.
Complete administrative control over virtual space, account administration & configuration , dedicated
server resources.

Advantages:
• Ideal for high traffic sites
• Complete control not only on the software and setting of the server but on the hardware
specification, operating system etc

Disadvantages:
• Expensive
• High Initial cost
• Require technical ability for administer hosting environments
 Web Hosting
• Server co-location:
• It allows a business to own their server equipment but store the servers at a off-site location called a
data center or colocation hosting centers.
Advantages:
• Full control over server
• Greater bandwidth is available
• Its more cost-efficient than hosting own servers.
• Server is stored at a secured location.
• Change in physical location of the business doesnot requires server movement

Disadvantages:
• High Initial cost
• Time restrictions at the data centers may make maintenance less convenient.
 Web Hosting
• Cloud based Hosting:
• Cloud-based web hosting means that your website information and data is stored virtually,
in cloud-based servers.
Advantages:
• Cloud-based servers are compiled of lots of different servers that’s why theyare
• fast and much more reliable.
• Greater bandwidth is available

Disadvantages:
• Downtime
• Security &Privacy
• Vulnerability to attack
• Limited control and flexibility
• Vendor lock in
 Choosing your Hosting Company

• Choose a host in a country where your primary target lives

• Make sure host is reliable (guaranteed uptime and service levels)
• Find out what kind of support do they offer
• Back up and disaster recovery
• What others think
• Shop around
 How to choose web designer or
developer

• Look at their own website

• Examine their portfolio
• Ask their customers for recommendations
• What's their online reputation like
• Are their designed websites to be found
• Do they adhere to web standards