In this Webinar we will discuss basic concepts of Digital Marketing Including how to use minimal marketing cost to get more traffic to your shop. Topics covered will be broadly Organic Search Traffic through Google etc, Social traffic through Facebook/Pinterest/Tumblr/Twitter, Paid Traffic through Facebook/Google Adwords and Refferal Traffic from blogs etc.

1. Craftsvilla.com
Basic Digital Marketing Concepts
Webinar – June 05, 2013

2. Craftsvilla.com – Building & Enabling Ecommerce
Largest Marketplace for Unique Indian Products
22

3. Why Do Marketing?
• Growth Acceleration
– To Acquire New Customers
• Remarketing
– To Bring Back Old Customers
• Brand Building
– To Create Aspiration/Glamour/Association with Your Brand
– To Create Awareness of Your Brand
• Growth Acceleration
– To Acquire New Customers
• Remarketing
– To Bring Back Old Customers
• Brand Building
– To Create Aspiration/Glamour/Association with Your Brand
– To Create Awareness of Your Brand

4. What is Digital Marketing?
• Online Purchase Drivers Are Different
– Convenience
– Variety
– Uniqueness (Not Available in Neighborhood)
• Most Online Purchases are Impulsive and Not Need Based
• Digital Marketing Helps to Reach
– Customers who are browsing/searching/reading emails
– Direct them to your webstore with a message
– Culminate the interaction in a “Sale”
• Online Purchase Drivers Are Different
– Convenience
– Variety
– Uniqueness (Not Available in Neighborhood)
• Most Online Purchases are Impulsive and Not Need Based
• Digital Marketing Helps to Reach
– Customers who are browsing/searching/reading emails
– Direct them to your webstore with a message
– Culminate the interaction in a “Sale”

5. Basic Online Traffic Sources
• Organic (Unpaid)
– Referral
• Blogs, Community Sites
– Search (Contextual)
• Google, Yahoo
– Social Media (Viral)
• Facebook, Twitter, Pinterest, Tumblr
• Inorganic (Paid)
– Google Search Ads
– Display/Video Ads
– Facebook Ads
• Organic (Unpaid)
– Referral
• Blogs, Community Sites
– Search (Contextual)
• Google, Yahoo
– Social Media (Viral)
• Facebook, Twitter, Pinterest, Tumblr
• Inorganic (Paid)
– Google Search Ads
– Display/Video Ads
– Facebook Ads

6. Basic Digital Marketing Terminology
• CPC
– Cost Per Click (Rs 1 – Rs. 50)
• CPM
– Cost Per 1000 impressions (Rs. 50-Rs. 500)
• CTR
– Click Through Rate (0.01-0.1%)
• Auction/Bid
– Bid Based Methodology to Get Access to Publishers for Ads
– Bid is Maximum Price You Are Willing to Pay for Ad CPC or CPM
• Conversion (0.5% to 5%)
– How Many Visitors Are Converting to Sales
• CPC
– Cost Per Click (Rs 1 – Rs. 50)
• CPM
– Cost Per 1000 impressions (Rs. 50-Rs. 500)
• CTR
– Click Through Rate (0.01-0.1%)
• Auction/Bid
– Bid Based Methodology to Get Access to Publishers for Ads
– Bid is Maximum Price You Are Willing to Pay for Ad CPC or CPM
• Conversion (0.5% to 5%)
– How Many Visitors Are Converting to Sales

7. Customer Profile of Craftsvilla.com
• 90% Customers are Women
• 70% Customers are from South India
– Bangalore/Mumbai/Chennai Rule
• 25+ Years
• 75% Customers from India and 25% Outside of India
• Highest Selling Category is Jewellery
• Craftsvilla.com Has The Largest Collection of Indian Jewellery
in the World
• 90% Customers are Women
• 70% Customers are from South India
– Bangalore/Mumbai/Chennai Rule
• 25+ Years
• 75% Customers from India and 25% Outside of India
• Highest Selling Category is Jewellery
• Craftsvilla.com Has The Largest Collection of Indian Jewellery
in the World

8. Your Shop on Craftsvilla.com
• Has An Individual Identity
– www.craftsvilla.com/yourshopurl
• Create Banner to Communicate Your Brand/Offers
• Pageviews Tells You How Many People Came to Your Shop
• Craftsvilla.com Uses Following Media to Bring Traffic to Your
Shop
– Facebook Posts
– Facebook Paid Ads
– Paid Google Display Ads
– Blogs/PR
– Emailer
• Has An Individual Identity
– www.craftsvilla.com/yourshopurl
• Create Banner to Communicate Your Brand/Offers
• Pageviews Tells You How Many People Came to Your Shop
• Craftsvilla.com Uses Following Media to Bring Traffic to Your
Shop
– Facebook Posts
– Facebook Paid Ads
– Paid Google Display Ads
– Blogs/PR
– Emailer

9. What Can You Do To Promote Your Shop?
• Make Sure You Put Your Shop Link
– In Your Email Signature
– In Your Individual/Corporate Website
– In Your Facebook Page/Blogs
– In Your Brochures
• (3Ps) Price, Pictures and Product Content Play a Big Role in
Digital Marketing
• Learn Digital Marketing Tools Like Facebook Ads/Google
Search Ads/SEO
• Use Paid Marketing on Craftsvilla.com
• Make Sure You Put Your Shop Link
– In Your Email Signature
– In Your Individual/Corporate Website
– In Your Facebook Page/Blogs
– In Your Brochures
• (3Ps) Price, Pictures and Product Content Play a Big Role in
Digital Marketing
• Learn Digital Marketing Tools Like Facebook Ads/Google
Search Ads/SEO
• Use Paid Marketing on Craftsvilla.com

10. How To Do Effective SEO For Your Shop?
• SEO – Search Engine Optimization
– Free Traffic and Highly Contextual, Higher Conversion on Sale
• Effective SEO
– Target Keywords (Polki Earrings, Kundan Jewellery)
– Create Effective Titles (Mention Material, Type, Color, Size etc)
– Your Product Name is the Product Page Title on Craftsvilla.com
– Avoid Duplicate Titles
– Avoid Duplicate Description
– Keep You Shop Fresh (Upload New Products Frequently)
• SEO – Search Engine Optimization
– Free Traffic and Highly Contextual, Higher Conversion on Sale
• Effective SEO
– Target Keywords (Polki Earrings, Kundan Jewellery)
– Create Effective Titles (Mention Material, Type, Color, Size etc)
– Your Product Name is the Product Page Title on Craftsvilla.com
– Avoid Duplicate Titles
– Avoid Duplicate Description
– Keep You Shop Fresh (Upload New Products Frequently)

11. How To Price Your Products?
• Price Based on a Target Net Margin
– 25% Net Margin is Usually a Good Margin
– If you do Rs. 1 Lakh Sale In a Month, You Should Make Atleast Rs.
25k After All Expenses
– Make Sure You Account for Courier/Labour/Packaging Costs
– Make Sure You Account for Craftsvilla.com Commission
– Make Sure You Account for Any Paid Marketing Costs
• Overly Priced Products Are Tougher to Sell
• Giving Too Much Discount Can Create Negative Perception
• Price Based on a Target Net Margin
– 25% Net Margin is Usually a Good Margin
– If you do Rs. 1 Lakh Sale In a Month, You Should Make Atleast Rs.
25k After All Expenses
– Make Sure You Account for Courier/Labour/Packaging Costs
– Make Sure You Account for Craftsvilla.com Commission
– Make Sure You Account for Any Paid Marketing Costs
• Overly Priced Products Are Tougher to Sell
• Giving Too Much Discount Can Create Negative Perception

12. Learn Digital Marketing Tools
• Become Digital Marketing Guru Yourself
– Do Not Use Any Intermediate Agency (Transparency Issues)
– Manage Your Digital Marketing Tools Yourself
– Learn to Create Your Facebook Page
– Learn to Setup Your Google Adwords Campaigns
– Learn to Setup Your Pinterest Page
– Learn to Analyze Spend Effectiveness Using Google Analytics
– Learn Simple but Effective SEO Tricks
• Become Digital Marketing Guru Yourself
– Do Not Use Any Intermediate Agency (Transparency Issues)
– Manage Your Digital Marketing Tools Yourself
– Learn to Create Your Facebook Page
– Learn to Setup Your Google Adwords Campaigns
– Learn to Setup Your Pinterest Page
– Learn to Analyze Spend Effectiveness Using Google Analytics
– Learn Simple but Effective SEO Tricks

13. Effective Digital Marketing Strategies
• Reduce Your Cost and Increase Your Conversion
– Higher CTR results in Lower CPC
– Use Attractive Pictures for Higher CTR and Low CPC
• CTR Can Change by 5-10x Just Because of Picture Change
– Use Effective Ad Title for Higher CTR and Low CPC
• CTR Can Change 2-5x Just Because of Title Change
– Use Geographic & Demographic Targeting for Higher Conversion
– Use Targeted Landing Pages to Get Higher Conversion on Traffic
– Create Multiple Ads With Different Pictures & Titles
• Choose Best Ads Based on CPC and Conversion
• Reduce Your Cost and Increase Your Conversion
– Higher CTR results in Lower CPC
– Use Attractive Pictures for Higher CTR and Low CPC
• CTR Can Change by 5-10x Just Because of Picture Change
– Use Effective Ad Title for Higher CTR and Low CPC
• CTR Can Change 2-5x Just Because of Title Change
– Use Geographic & Demographic Targeting for Higher Conversion
– Use Targeted Landing Pages to Get Higher Conversion on Traffic
– Create Multiple Ads With Different Pictures & Titles
• Choose Best Ads Based on CPC and Conversion

14. Summary
• Digital Marketing is Simple and Can be Managed Yourself
• Learn to Drive More Organic Traffic through Social Media
Sites
• (3Ps) Price, Pictures and Product Content Play a Big Role in
Digital Marketing
• Analyze Carefully CPC, CTR and Conversion on Your Ads
• Spread Your Shop URL Through Multiple Channels
• Learn Tools & Become a Digital Marketing Guru Yourself
• Digital Marketing is Simple and Can be Managed Yourself
• Learn to Drive More Organic Traffic through Social Media
Sites
• (3Ps) Price, Pictures and Product Content Play a Big Role in
Digital Marketing
• Analyze Carefully CPC, CTR and Conversion on Your Ads
• Spread Your Shop URL Through Multiple Channels
• Learn Tools & Become a Digital Marketing Guru Yourself