Performance Digital Marketing Stack 2019
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A look at what performance based marketing is all about and how real estate giants can leverage digital going forward. Here's Aji Issac Mathew's, CEO of TechShu, presentation from Digital Success for Real Estate event in Kolkata.
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Performance Digital Marketing Stack 2019
- 1. Performance Digital Marketing Stack 2019 Aji Issac Mathew CEO, Co-founder Indus Net TechShu & DigitalMarketingUniversity.com aji@Techshu.org +91 9830271197
- 2. Digital is a Blessing for SMEs god’s silent gift
- 3. Digital is effective for Real Estate
- 4. As a performance agency, how can we look at performance
- 5. Component 1: How people buy India’s top 5 website and their traffic %
- 6. Component 1: How people buy
- 7. Component 1: How people buy 60 to 70% is repeat of brand traffic.
- 8. Component 1: How people buy Top publishers Top Ad networks
- 9. Component 1: How people buy
- 10. Component 1: How people buy One property
- 11. Component 1: How people buy One property (blue) vs brand name (red)
- 12. Component 1: How people buy
- 13. Component 1: How people buy What %? Brand Recall Research & Discovery Impulsive
- 14. Component 1: How people buy Takeaway: Focus your efforts on research & discovery than creating branding or interrupting people. Brand Recall Research & Discovery Impulsive
- 15. Component 2: Channels Takeaway #2: Don’t invest on SEO unless you have some niche keywords. Brand Recall Research & Discovery Impulsive Creative Campaigns Social Media Content Utility etc Search Paid Marketplaces SEO Organic (??) Facebook Ads Display Ads
- 16. Said that, invest on Hygiene, always (#3) Example: Like brand keywords seo, property keywords SEO, positioning, brand document etc Brand Hygiene SEO Hygiene Social Media Hygiene etc
- 17. Component 3: Buyer’s journey Marketplaces Paid Ads Branding This is your game, how well can you do it? Build your website for research.
- 18. Secret: Start fixing the reverse way
- 19. Big Takeaway #4: Capture Intent from the right channel (generally expensive), use cheaper channels (remarketing) to create interest and consideration for your property.
- 20. Component 4: Positioning & Messaging Function vs Emotional Premium Properties / Affordable segments Takeaway #5: Balance Communication between emotional and functional. Different properties will have different mix.
- 21. Secret: Positioning is the glue that holds all your messaging Takeaway #6: Think extended communication while positioning
- 22. Component 5: Sales / Marketing Handshake Takeaway #7: Great leads -> Great Sales Marketing automation CRM
- 23. Component 6: Structure, Structure Takeaway #7: Structure everything and manage it is as a business. Dashboard KPI Flow from business to channel, not the other way.
- 24. Today, structure is your best bet for wise decisions #WisdomOverKnowledge
- 25. Digital Marketing the right way is often boring but fruitful
- 26. Marketing fundamental is even more important in digital era
- 30. Bonus Don’t create global content for local business
- 31. Bonus Think utility over creative campaign for multi- fold and year on year dividends. Reuse the global content with local flavour.
- 32. Drop me a message aji@techshu.org for a copy
- 33. #MaJaisiDigitalAgency Caring bhi, Bold bhi Thanks