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PERFORMANCE MARKETING
STRATEGY, CHANNELS & METRICS
BY: VAISHALI SINGH
GROWTH MARKETING PROFESSIONAL
STUFF WE WILL COVER TODAY
THE MARKETING FUNNEL
MARKETING FUNCTIONS MAPPED TO FUNNEL
PERFORMANCE MARKETING
SPEND STRATEGY with CHANNELS & METRICS
GROWTH HACKS vs GROWTH ENGINES
QUICK BRUSH UP SEARCH ENGINE IS A LOT LIKE A FOOD EXPERT
KNOWS THE BEST PLACES AS PER CUISINE
RATES BASIS PERSONAL EXPERIENCE, USER REVIEWS , OTHER REVIEWERS
PENALTY FOR BAD REVIEWS /SERVICE
QUICK BRUSH UP SEM,SEO & DISPLAY
SEM: PULL CHANNEL PAID TRAFFIC GOOGLE/BING
SEO: PULL CHANNEL FREE TRAFFIC GOOGLE/BING
DISPLAY PUSH CHANNEL PAID TRAFFIC GDN/FB/NETWORKSBANNER/GIF /VIDEO
MARKETING TODAY: DEFINED OBJECTIVE & MEASURABLE GOALS
THE CONVERSION FUNNEL
Time to Convert depends on Category - High/Low Involved Decision
ORDERING FOOD VS BUYING PHONE
Comes Across Ad for
App X
Comes Across Ad
for Phone on App Y
Installs & Signups Up on App
Reads Reviews / Visits Offline
Store/ Consults Friends /
Compares Price
Buys phone from App Y
Installs the App &
Registers
Eat Out / Call2Order /
App X for Food
Orders Food from App X
Refers friend for App X Refers friend for App Y
BRACE YOURSELEVS FOR THE
MARKETING ORG
Impressions/
Reach / Sessions
Installs /
Registrations / Leads
Meaningful actions like -
ViewProduct, AddToCart
Transactions / Revenue
Brand NPS Score
K factor of Referral
Program
PERFORMANCE MARKETING MINDSET
CHASE HIGH INTENT AUDIENCE
MEASURING & OPTIMIZING METRICS
ON LOW SPILL CHANNELS
WITH CUSTOMIZED MESSAGING
PERFORMANCE : CHASE HIGH INTENT AUDIENCE ON LOW SPILL CHANNELS
WHO IS MOST LIKELY TO BUY HEALTH INSURANCE ?
SOMEONE SEARCHING FOR HEALTH INSURANCE ONLINE ?
LISTENERS OF RADIO-MIRCHI IN MUMBAI ?
USERS WHO WATCH KOFFEEWITHKARAN ON HOTSTAR ?
SOMEONE WHO JUST BOUGHT A LIFE INSURANCE ?
SOMEONE ATTENDING IIT TECH FEST ?
SOMEONE SUBSCRIBED TO HEALTH TIPS PAGE ON FACEBOOK ?
SOMEONE REGISTERED ON NAUKRI WITH INCOME 10-15LAC?
SOMEONE WHO WENT TO SITES SELLING INSURANCE?
PERFORMANCE : CHASE HIGH INTENT AUDIENCE ON LOW SPILL CHANNELS
WHO IS MOST LIKELY TO BUY HEALTH INSURANCE ?
SOMEONE SEARCHING FOR HEALTH INSURANCE ONLINE ?
LISTENERS OF RADIO-MIRCHI IN MUMBAI ?
USERS WHO WATCH KOFFEEWITHKARAN ON HOTSTAR ?
SOMEONE WHO JUST BOUGHT A LIFE INSURANCE ?
SOMEONE ATTENDING IIT TECH FEST ?
SOMEONE WHO LIKED HEALTH TIPS PAGE ON FACEBOOK ?
SOMEONE REGISTERED ON NAUKRI WITH INCOME 10-15LAC?
SOMEONE IN MARKET TO BUY HEALTH INSURANCE?
- CREATE HYPOTHESIS
- RUN PILOT
- SCALE IF SUCCESSFUL
VALIDATE INSTINCTS WITH DATA
PERFORMANCE :
BUCKET YOUR SPENDS INTO CONVERSION & AWARENESS CHANNELS
START WITH CONVERSION CHANNELS
PERFORMANCE LED SPEND PLAN
10 MINS
BRAND A : WANTS TO LAUNCH HEALTH INSURANCE FOR PETS
WHO CAN THEY TARGET ?
HINT: THINK WHAT YOUR TARGET USERS DO ONLINE ? SEARCH ?| IN MARKET ? | FACEBOOK ? | VIDEOS? | INFLUENCERS ?
GROWTH HACKS
OVER GROWTH ENGINES
TACTICAL
LIMITED LIFE
NOT SCALABLE
NON LINEAR
GROWTH
STRATEGY LED
SUSTAINABLE
SCALABLE
PREDICTABLE
GROWTH
GROWTH HACKS DELIVER - MOST WHEN BOOTSTRAPPING
LETS DISCUSS A FEW GROWTH HACKS
BUT DON'T CREATE A PSYCHOLOGICAL BIAS TOWARDS INVESTING IN LONG TERM STRATEGIES
TESTING DEMAND FOR AN ON-DEMAND MAID SERVICE
COST OF FLYERS INR 3500/-
EXOTEL NUMBER FREE
RAN PILOT IN 2 SOCIETIES
PRODUCT MARKET FIT FOR CERTIFIED PRE OWNER
BIKES SERVICE
DEMAND FREE OLX AD
SUPPLY FREE ON OLX
HIRED MECHANIC FOR BIKE CHECKS INR 2000/-
HIRING SUPPLY FOR A BIKE TAXI SERVICE
DEMAND FOR RENTOMOJO FREE POSTS IN FACEBOOK FLAT &
FLATMATES GRP
IT'S A WRAP!
THE MARKETING FUNNEL
MARKETING FUNCTIONS MAPPED TO
FUNNEL
PERFORMANCE MARKETING
SPEND STRATEGY with CHANNELS & METRICS
GROWTH HACKS vs GROWTH ENGINES
THANK YOU
Write to me here :
Lets stay connected :
LINKEDin : Vaishali Singh
