Presentation suggesting digital mix for computer accessories companies and vendors.

1. Abhishek Gaurav
Computer & Accessories Vendor | Digital Mix
2013

2. 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 

3. Abhishek Gaurav
Digital Strategy

4. Abhishek Gaurav
Digital Strategy

5. Abhishek Gaurav
Action: 360 Online Media Approach
Action

6. 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

7. 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)

8. 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

9. Abhishek Gaurav
Action : Affiliate Marketing
LEADS / SALES
Affiliate Marketing
Companies
Computer &
Accessories
Vendor
Commissions and incentives
Additional route for Computer & Accessories Vendor to reach their consumers
Leverages high number of smaller websites
Performance based advertising i.e. Cost Per Action pricing model for Computer &
Accessories Vendor
Use of PPC affiliates, Display and email affiliates

10. Abhishek Gaurav
Action : SEM
Search
Search
Advertising
Advertising
Content
Content
Network
Network
Advertising
Advertising
*Target users
*Target users
Through relevant
Through relevant
Keywords or
Keywords or
Phrases and devices
Phrases and devices
*Targets relevant
*Targets relevant
Content and
Content and
Contextually shows
Contextually shows
the message/ad
the message/ad
Site
Site
Targeting
Targeting
*Targets relevant
*Targets relevant
Websites
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

11. Abhishek Gaurav
Digital Strategy

12. Abhishek Gaurav
Desire
Desire : Collaborating Owned and Earned
Media

13. Abhishek Gaurav
Desire : Social CRM
 Develop social CRM to influence viral customer advocacy
 Customer advocacy will result in customer acquisition

14. 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

15. Abhishek Gaurav
Digital Strategy

16. Abhishek Gaurav
Earned Media
Interest
Interest : Combination of Earned and Paid
Media
Paid Media

17. 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

18. 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

19. Abhishek Gaurav
Digital Strategy

20. 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

21. Abhishek Gaurav
Awareness : Paid Media - Display | Shift in
trends

22. Abhishek Gaurav
A shift from buying “Ad Space” to buying
audience profiles

23. 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

24. 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

25. Abhishek Gaurav
Conclusion : Multiple Routes to Your Consumer
Consumers
Hor
iz
Vert ontals /
icals
Affiliat
es
Search - PP
C & S EO
WEBSITE
Email
edia
Social M
le
Mobi




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

26. Abhishek Gaurav
Thank You