marketing proposal v1.2
DESCRIPTION
Marketing Proposal v1.2 . Date: 16-Jan . Objective. To create brand awareness about Good earth To generate s ales for Goodearth.in To increasing brand recall and brand c onversation. About Good earth. - PowerPoint PPT PresentationTRANSCRIPT
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Marketing Proposal v1.2
Date: 16-Jan
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Objective
To create brand awareness about Good earth
To generate sales for Goodearth.in To increasing brand recall and brand
conversation
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About Good earth• Established in 1996 with its first store at Kemps
Corner, Mumbai, Good earth set standards for stylish luxury across India
• Good Earth provides an array of beautifully designed products such as fine tableware and glasses, luxurious bed linen, cushions and pillows, pure authentic skincare and home fragrances, silver plated accessories and a unique line of apparel based on natural, hand-spun fabrics, using traditional craft skills.
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Why Online marketing for Good earth
• Because your target audience is online
• To increase reach
• To improve awareness about Good earth and
increase brand recall.
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Why Online marketing is a must for Good earth
Our target audience spends an average
of 45 hours a week online, excluding e-mail compared to 11.6 hours watching TV and 6 hours reading books and magazines
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Iksula’s Prognosis
Good
earth
SEO
Social media
Analytics
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Search engine optimization
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Search engine optimizationFeature your website on first page of search engines
Keyword that our customers will search Our site
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Page title
Keyword seededProduct content
H1 tag
Meta description
Alt Image tag
Standardized URL
Onsite optimization – Onsite elements
Search engine optimization
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Onsite optimization – Onsite elements Item Importance Best practicePage Title Adds to relevancy and helps
improve CTRKeyword should ideally be present but care should be taken to ensure that it is human readable and induces clicks
Standardized URL Adds to relevancy Keyword should be present
Alt Image tag Adds to relevancy and usability when images are turned off
Keyword should be present
Meta description Adds to relevancy and helps improve CTR
Keyword should ideally be present but care should be taken to ensure that it is human readable and induces clicks
H1 Tag Adds to relevancy It is essentially the main title of the page. It should describe the page
Content Adds to relevancy and helps in engagement and conversion
Keywords should be carefully seeded. Content should, be readable and of high quality. Keyword density should be between 5-10% of total text
Search engine optimization
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Onsite optimization – Schema implementation
Advantages of implementing Schema
•Improvement in CTR of search results due to rich snippet
•Better interpretation of product page
•Common micro data format for all search engines
Normal search result
Rich snippet result
Search engine optimization
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Search engine optimizationOff page optimization – Co-citation
• Co-citationTransitive Property: The transitive property works with three or more websites. The idea here is that one website could help another website even if they have never been in contact. As long as the two websites have another website in common through linking, the link juice can be passed backwards and forwards.
Website A links to Website C. Website A also links to Website B. The authority connected with
Website C is also going to affect Website B.
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Search engine optimizationOff page optimization – Co-citation
• Co-citationSemantic Similarity: This is the aspect of cocitation that really has people in the industry talking. It refers to the words around the links within a piece of content. Sites are now ranking for keywords that are not used as anchor text for links, but rather just around the text.
Eg: To checkout great collection of dinnerware online visit Goodearth.in
Because the words “dinnerware online ” appears next to the link(Goodearth.in), it shows Google
that the link must be related to “dinnerware online ”.
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Search engine optimizationOff page optimization – Anchor text
• Anchor text: If Google detects a pattern of same keywords being used as Anchor text in the links pointing to a site, it may take it as evidence that the site owner intentionally placed or paid for those links. In order to showcase natural links we should also use anchor text such as click here, know more, visit.
Type of Anchor keyword
Brand keyword
Targeted keyword
Other words(Click, visit etc)
Percentage of links
35% 20% 45%
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Search engine optimizationOff page optimization – Online PR
• Guest blogging on Lifestyle website
Getting links and mentions from top lifestyle, fashion and home décor
website.
Some websites that can be approached
•Miss Malani - http://www.missmalini.com
•GQ India - http://www.gqindia.com
• PR campaign
Leveraging news and creating positive content stories about Good earth and
its brands in order to generate high quality links and mentions for the website
and the brand
Building quality back-links from popular and high authority websites in the form of:
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Search engine optimizationOff page optimization – Online PR
• Bloggers campaign Engaging with top lifestyle and fashion bloggers and getting them to talk about the brand and link back to Goodearth.in
Globus covered by top fashion bloggers of India
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Email marketing
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Email marketingRetention marketing
Palmeraie Petit Platter Lime
Sending Emailer related to..
Customers Purchased Palmeraie Canapes Plate Lime
• Using relationship marketing to cross sell products
• Personalizing each email based on data such as last purchased,
time of purchase, category etc
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Email marketingDrip marketing
Procuring high quality database and implementing drip marketing strategy
Opened
Clicked Sales
Not clicked Email: Change in content
Opened Sales
Not opened
Not opened Email: New subject line
Opened
Clicked Sales
Not clicked
Not opened
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Email marketingSample creatives
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Social Media
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ListenMonitor all the conversations
happening in blogs, social networks and
forums
Measure
Get the gist of sentiment
Understand
Gather insight and intelligence about what is
being talked about
EngageAnswer all queries. Identify and engage with key influencers
and establish relationships
Social MediaDriving engagement
Iksula proposes that Social Media should be done inhouse because your understanding of the brand is far
superior than Iksula.Iksula expects that Social media post should have
inward links to the eCommerce website
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FB homepage gets 50% more eyeballs than the TOI front page
13.9 Million
7.4 Million
3.7 Million
Mobile feed AdsDesktop feed Ads
Social MediaDriving engagement
Iksula proposes that Social Media should be done inhouse because your understanding of the brand is far
superior than Iksula.Iksula expects that Social media post should have
inward links to the eCommerce website
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Analytics
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AnalyticsAdvance web analytics
Converting Data > Information > Insight
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AnalyticsConversion Rate Optimization
• Convert your website into a funnel• Implementing heat maps to track user behavior and interaction
and redesign the layout accordingly
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AnalyticsClick tracking
Click tracking lets you make a visual assessment of how users interact with your
web pages, and helps you answer questions like:
• Is the layout optimal for what I want users to accomplish on the page?
• Are my users seeing the content I want them to see?
• Are my users finding what they're looking for on the page?
• Are my calls to action motivating or visible enough?
• What links are users clicking?
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AnalyticsAdvance remarketing
• Creating visitor list based on data such as time on site, page visited, number of clicks etc
• Unique Ads for each list
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Key takeaway for Good Earth
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Key takeaway for Good Earth
• SEO• Out reach
• Conversion rate optimization• Advance web analytics
• Retention marketing• Remarketing
Contentdistribution
Orderconversion
Customer retention
Iksula’s responsibilities
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Why Iksula
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Combined internet retail
experience of 18 years
Founded in 2007 by ex-eBay’ites
250+ employees
200+ ecommerce apps powered by
Iksula
Offices in Mumbai, Delhi, NJ &
Singapore
Why Iksula
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John BaRoss : President - Marketing Business Development (North America)
Whiz Honest Open Architect Solutions CHICKEN Algorithm Development Mentor Technology Hardworking Geek
Collaboration AT&T Georgia Tech BS.MS Offshore Expert Innovative Social Negotiator Visionary Confident Humorous Poker
Somokanta Sharma : Head - Engineering & Technology Marketing COOL
CitiBank Dynamic Experienced Movies Family Creative evatan.comBrand Management
Optimization IIM-C Adventurous Content Jazz Analytics Enthusiastic Social Perfectionist ISM Excellence TravellingFormula One
Neerav Parekh : Director - Internet Marketing
Samarjeet Singh: President & CEOVeteran Ebay Sales Baazee.com CRICKET Talkative Motivational Tajonline Relationship Positive LEADER Black Label
D.J. Basumatari: President Global Delivery
Leadership Team
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Clientele
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Proposal
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Scope of workServices Units if any
Search engine optimization
Meta tag implementation All Pages
Content calendar Yes
Schema implementation All Pages
Keyword Seeding All Pages
Blog management 4
Interlinking Yes
Category level optimization All categories
Off page
Bloggers campaign Yes
Guest blog posts 4
Social Bookmarks 100
Forum Participation 20
Email marketing
Email conceptualization Yes
Retention marketing Yes
Drip marketing Yes
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Scope of workServices Units if anyAnalytics
Website Conversion rate optimization Yes Ad words and analytics integration Yes Click tracking Yes Analytics setup, insights and reports Yes
Paid marketing Campaign setup YesBid optimization YesProduct listing ads YesDisplay campaign YesAD creation YesRemarketing YesSocial Ads YesAffiliate management Yes
Creatives HTML creation 4Campaign banners Yes
Activities done inhouse•Social media•Creatives•Content
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Paid marketing estimates
Countries Avg cost per visit Budget allocation Estimated paid visitsIndia 7.76 Rs. 40000 5155US 50 Rs. 40000 800UK 34 Rs. 40000 1176AU 37 Rs. 32500 878Japan 26 Rs. 7500 288Singapore 27 Rs. 7500 278Hong Kong 22 Rs. 7500 341Total Rs. 1,75,000 8916
Marketing spends Rs 1,75,000
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ProposalCommercials Monthly
Iksula’s monthly retainer Rs 1,10,000
Total Rs 1,10,000
• Third party spends if any to be borne by Goodearth
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Iksula Mumbai Delivery Center
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Iksula Team
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Thank you