The document discusses the importance of digital marketing and outlines strategies for effective digital orchestration. It notes that digital has become intrinsic in the post-COVID world and that a decade ago behavioral shifts began with the proliferation of technology. Key points made include that digital strategy should be derived from overall organization strategy, choosing the right digital mediums based on objectives and audience, and focusing on quality over quantity of followers. The document provides a playbook for growth entrepreneurs, mapping digital platforms to objectives and expected outcomes. It stresses the importance of social media strategy, planning, budgets, networks and quality content.

2. Ahead…..
- Why using Digital as a “MEDIUM to MARKET” is critical?
- CHALLENGES faced by Organisations while drawing their Digital Strategy
- RESET some myths wrt Digital Marketing
- CHICKEN or an EGG : ORGANISATION strategy FIRST or DIGITAL STRATEGY first?
- PLAYBOOK for DIGITAL ORCHESTRATION
- SOCIAL MEDIA marketing as a KEY differentiator in your Digital Orchestration

3. Theory of Evolution would look something like this
If, Sir Charles Darwin was ALIVE

4. Welcome to the Age of Neo – Darwinism

5. It dawned upon us…
• Approx a decade back
• Proliferated post nuptial of Telecommunication & Information
Technology
• Post Y2K, the most significant behavioural shift 2G – 3G – 4G ------
---- 5G
• Power shift from CREATOR to CONSUMER
• Changed dynamics – CONSUMER became the CREATOR
• New kid on the Block “ DIGITAL MARKETING”
• In the post COVID world DIGITIAL is ETERNAL AND INTRINSIC

6. The Rhetoric

7. Phrases we often hear!
• We should invest in Digital Marketing – it is the way forward
• Digital marketing will increase our sales
• Google ad words is a great selling proposition
• My SEO rankings will mean more business opportunities
• I should put one thought of the day, each day on FB or LinkedIN
• LinkedIN Sales Navigator seems to be a great tool
• Facebook has a lot of followers, lets make our company account
on FB
• I am a start-up with frugal budgets, how can I do Digital
marketing?

8. What is Digital
Marketing ?

9. DIGITAL MARKETING
MISNOMER
IS a

10. Digital is a Medium which can be used
for Marketing your solutions to a
Target Customer, with a Specific
Message, over a Time Period in
get a Favourable Response…

11. Myths Busted

12. Points to ponder
• Digital Strategy is derived from your Organisation and marketing
strategy and NOT vice – versa
• Choose Digital mediums basis your Objective, Target Audience,
Reach and Timing of the message – Right Digital Orchestration is
extremely critical.
• Rome was NOT built in a day. If someone tells you otherwise, be
wary.
• Know your CORE and get the EXPERTS to work for you.
• Use your owned digital channels judiciously. B2B and B2c
dynamics are different.
• The Digital world is getting crowded, to find your space be

13. The Hype
Around Social
Media

14. Educational
Thought Leadership
Demand Generation
Networking Awareness

15. Playbook for Digital Orchestration ( Growth Stage
Entrepreneurs)
Digital Platforms Target Objective Messaging Expected Outcome
Social
LinkedIN B2B Networking / Talent
management /Brand
Building
Professional
/Educational /
Thought leadership
Awareness / Traffic to
own website / Demand
Generation/ Employee
engagement & acquisition
FB B2C Brand Building
/Demand Generation/
Channelizing traffic to
website / employee
engagement
Personalized /
Informational
Awareness / Demand
Generation/ Brand
Building
Twitter B2B Personal Branding /
Thought leadership
Crisp / Opinionated Awareness / Brand
Building
Instagram B2C Awareness Pictures Awareness/ Brand
building/ Employee
engagement / Traffic to
website

16. Playbook for Digital Orchestration ( Growth Stage
Entrepreneurs)
Digital Platforms Target Objective Messaging Expected Outcome
Owned
Website B2B / B2C Product / Service
Showcase/
Authentication/
Conversion
Detailed info/
Descriptive/
Culmination of all
social media info
Lead Conversion/
Fulfillment/
Whatsapp for
business
B2B/ B2C Information sharing /
Dissemination
Personalized /
Informational
Demand generation/
Awareness
Apps B2B/ B2C Point of Sale / Final
Customer acquisition
Crisp / Direct/ CTA Sales

17. Your Social
Media Strategy

18. Structure
Planning
• Social media is a critical piece in your Organisation & Digital strategy
• Start with Objective, Target Audience , Messaging & Medium in mind
• Create your marketing plan and then tie back with your Social media strategy
• B2B & B2C have a different treatment, so choose the mediums carefully
• Everyone is pouncing on Digital bandwagon, so try and be unique
• Its not a short term punt but a long drawn game

19. Structure
Budgets
• You don’t need large budgets for Digital but the right strategy & partners
• Key Investments will be in Strategy, Content creation, Creatives / Videos and a good website
• Don’t go by short term measurements like followers / Likes etc – Look at bigger game plan (
Refer to the playbook)
• All Digital marketing agencies are good BUT you need to know WHAT you wish to achieve
• Don’t buy into Quacks – You can generate DEMAND, leads will follow

20. Structure
Network
• Invest in creating the right network first. You need to know your target
audiences well.
• 10 right people in your network is worth more than 10,000 random connects
Content
• What differentiates you in this crowded Digital space is your Content and
presentation
• Try to get Unique ideation on board
• ME –TOO wont take you far

21. Reach out
Ruchika@replicmo.com
www.replicmo.com