SLIM | Diploma in Digital Marketing 2019

Module 1 – Classs 3

Seninda Bandara | MBA, DipM (UK)

Founder/CEO
Boutique Agency Network
Digital marketing environment….
 Parties in the micro environment

Marketing Intermediaries Publics

• Resellers • Financial Publics
• Physical distribution firms • Media
• Marketing service agencies • Government
• Financial intermediaries • Citizen action public – Customer Groups
• Local Publics
• General Public
• Internal Publics
 Destination ?

Method & cost of

transportation ?
Why ?
Everyone will get You have exactly
LKR. 150,000 5 Minutes to plan
each. your trip.
Where to stay ? & Cost ?
Why ?

What activities you are

planning to do ?
Online marketplace map.
APPLY YOUR
“TRIP PLANNING” FOR A
SPECIFIC AIRLINE OR A
HOTEL.
Key components of the online marketplace map.

Intermediaries,
Customer Search Destination sites
Influencers and
Segments Intermediaries and platforms.
Publisher sites.
 RESEARCH TOOLS
FOR ASSESSING DIGITAL MARKETS.

Consumer Insights, Trends and Competitor analysis & Analytics

market opportunities. monitoring.

+
Micro
Environment
Issues for Digital
Marketers
 1. Demand Analysis
Customer • Potential and actual volumes of visitors to an online presence.

Analysis 2. Digital Consumer Behavior

• Needs, Characteristics and Behaviors of target consumers.
Demand Analysis
Case Study 1 – Soap Brand
Audience Sizes
 Audience Sizes
Females
Age 18-35
Tamilnadu | India

3,300,000

Females
Age 18-35
Females
Age 15-30

1,400,000

1,100,000

Moms with Kids Moms with Kids

Age 0-5 Age 5-12

5,700 6,500

Kohomba Kohomba Baby Little Princess Rani - SL Rani - Ind

 Audience size comparison

6,200,000

32% of All 18% of All 23% of All 0.1% of All 0.1% of All
FB Users FB Users FB Users FB Users FB Users

55% of All 70% of All 0.3% of All 0.3% of All

Female FB Female FB Female FB Female FB
Users Users Users Users

2,000,000

1,400,000
1,100,000

5,700 6,500

Overall FB Users Females Kohomba - TA Rani - TA Kohomba Baby - TA Little Princess - TA

Case Study 2 – Mobile App
Audience Sizes
 Current Situation

Reach Act Convert Engage

11.6 Million 2.6 Million 77k link 10K Cards

Impressions Reach clicks added

43% of the
3% to the 0.38% to the
entire FB
reach reach
audience

14% of the
0.7% to the
adult
impressions
population
Internet marketing conversion process.
Internet marketing conversion process.
Example.

Internet Universe : 7,000,000

Target Audience : 2,500,000
Unique visitors : 500,000
Active visitors : 100,000
Leads : 10,000

1. What is the awareness efficiency ?

2. What is the attraction efficiency ?
3. What is the engagement efficiency ?
4. What is the conversion efficiency ?
Example of a conversion model
Conversion between digital & traditional channels
Journey has changed dramatically
and dynamically….
Influenced by others and their
Comparisons

Get in to the TOM Active

of a consumer Evaluation
when they are in ZOMT Lead
the need Generation

Consideration

Website visit

Retention & Loyalty

They will see content Trigger

of us and competitors

Store Visit
User Purchase
Experience Moment

Sharing the
experience
 The real view of a consumer journey….
Direct
Targeted Search
OV FB Posts Placeme Programmatic Geo Centric FB
Display Ads
nts

Sales Team
TV Search Website
LOYALTY

Radio
Call Lead
Form Outlet CRM Relationship
Center
Marketing
Print Awareness

FB Page
OOH

Earned
Direct Media
Mail

Content Marketing +
Influencer Marketing
ROPO Model
Mix mode buying in digital marketing
Digital consumer
behavior
 CUSTOMER
CHARACTERISTICS

Psychographic and
Demographics
behavioral
variables
variables
 DEMOGRAPHIC
SEGMENTS

Identify 4 Audience Demo

segments Size details
DIGITAL CONSUMER
BEHAVIOR
Case Study 1 – Motorcycles
 Motorcycle Industry |
Over 4 Million Motorcycles in the country

4,044,010
3,699,630
3,359,501
Over 20% Approx. 80% of
Motorcycle the households
penetration owns a bike.

2015 2016 2017

Motor Cycles

• Sri Lanka has over 4 Million motorcycle population

• In 2017 there were over 340,000 new registrations

Source : Motor Traffic Department

 Ikman.lk as a data source to understand 2nd hand market…

TVS Other
1246 833 Bajaj
9% 6% 3403
25% 37%
Hero
TVS
744 Incl Bajaj 4669 7983
6% Hero

Honda
50%
Yamaha
Excl Bajaj 4669 4580
Bajaj

0 1000 2000 3000 4000 5000

Honda
scooters non scooters scooters non scooters
2564
19% Yamaha
4695
35%

• Yamaha is leading the 2nd hand motorcycle market while Bajaj is currently no 02 position.
• Honda & Yamaha leads the 2nd hand scooter market.
• Over 37% of the total ads are on Scooters and 50% ads excluding Bajaj are on Scooters.
 bajaj
bajaj new bike
bajaj auto
pulsar bike
new pulsar bike
bajaj motorcycle
bajaj baik
bajaj discover
bajaj discover 135
baja bike

Google keyword Planner

bajaj bikes
bajaj pulsar
bajaj platina
bajaj ct 100
Tier 1 Long Tail

bajaj avenger
Products & Specs

bajaj showroom
bajaj bike price
bajaj bikes price list
bajaj auto price
bajaj platina price
bajaj motorcycle price
bajaj two wheeler price
bajaj new bike price
bajaj price
bajaj motorcycle price list
bajaj all bike price
bajaj new bike price list
bajaj price list
bajaj discover price
bajaj bikes and price
lowest price bike in bajaj
bajaj bike on road price
bajaj bike price in india
bajaj all bike price list
bajaj discover bikes price list
bajaj pulsar price
bajaj discover bike price
bajaj auto bike price list
Prices and

bajaj scooty price list

bajaj bike model and price
specific quires
Tier 2 Long Tail

bajaj motor price

bajaj auto two wheeler price
bajaj byk price
bajaj bike all model price
bajaj bike model price
bajaj motors price list
bajaj motorcycle price in india
bajaj discover price list
bajaj scooty price
Other than the specific model, people are searching for highly specific topics such as price lists, showrooms, ect
94% long tail searches owns 47% search share

bajaj 2 wheelers price

bajaj byk price list
bajaj bikes latest price list
6% of the searches has a 53% search volume share.

bajaj bike showroom price

Case Study 2 – OTC Product
 What do people looking for ?

Boutique Agency | Trigger Tool – Data Source – Google Keyword Planner

 Most searched topic – Pregnancy related

Boutique Agency | Trigger Tool – Data Source – Google Keyword Planner

 Most searched symptoms – Dengue related

Boutique Agency | Trigger Tool – Data Source – Google Keyword Planner

 Most searched symptoms – Headache related

Boutique Agency | Trigger Tool – Data Source – Google Keyword Planner

Case Study 4 – Paints
Case Study 5 – Cordial
 TRENDS MAPPING
USING GOOGLE TRENDS

Identify “needs of people” , New Competitors, Potential substitutes, etc.

Consider global marketplaces.

Lingerie Fashion Industry Tea /

Beverage Dating Culture Books / Reading
Industry
COMPETITORS
Porter’s 5 Force Analysis.
 1. Internal Capabilities
2. Different aspects of the customer
COMPETITOR lifecycle.
ANALYSIS & 3. Qualitative to quantitative
4. In sector and out of sector
BENCHMARKING 5. Financial to non financial measures
6. User experiences to expert evaluation
 Typical types of
competitors

Local International Internet

Competitors Competitors Competitors
Competitor benchmarking tools
 1. Review current approaches to digital marketing to
identify areas for improvement.

2. Benchmark with competitors who are in the same

COMPETITOR market sector or industry and in
3. different sectors.
ANALYSIS & 4. Identify best practice from more advanced
BENCHMARKING adopters.

5. Set targets and develop strategies for improving

capabilities.
Website traffic Social media
Search Benchmark
benchmark benchmark
Website Total visits Pages per Top countries Traffic Audience
visit sources Interests

Your website

Comp 1

Comp 2

Comp 3
Behavior Keywords Search Vol Competition Key Our Rank
Competitor

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