digital marketing and its aspects
TRANSCRIPT
CONTENT
Workshop-1: Case/Situation: Improving Customer service support ____________ 3
Company: Dr. Batra’s Homeopathy Clinic_________________________________________________ 3
4 S for Web marketing ________________________________________________________________ 3
Workshop-2: _______________________________________________________ 3
Workshop-3: SEM (SEO/SEA) Practices of a University website _______________ 4
Suggested Improvements for SEO: ______________________________________________________ 4
Workshop-4: Attack against AMUL GOLD ________________________________ 5
Analyze Current Situation _____________________________________________________________ 5
Win Customer’s Confidence ___________________________________________________________ 6
Respond Back _______________________________________________________________________ 6
Workshop-5: Social media Strategy for a Hand Sanitizer Brand (Klenza) ________ 8
Objective __________________________________________________________________________ 8
The Brief ___________________________________________________________________________ 8
Setting the Audience and How to go about with the Content_________________________________ 8
Customer Insights ___________________________________________________________________ 8
Competitor Insights __________________________________________________________________ 9
Some Actionable Insights ____________________________________________________________ 10
Approach on Social Media ____________________________________________________________ 10
Case Study: Is Google liable for trademark infringement? __________________ 13
What is Trademark? ________________________________________________________________ 13
Rights of Trademark Owner __________________________________________________________ 14
Essence of trademark infringement in Indian law _________________________________________ 14
Bharat Matrimony Vs Google _________________________________________________________ 14
Our Approach ______________________________________________________________________ 15
Workshop-1: Case/Situation: Improving Customer service support
Company: Dr. Batra’s Homeopathy Clinic
Objective: To provide real time customer care support by leveraging the power of social media
platforms such as Twitter, Facebook etc.
4 S for Web marketing
Scope
Objective: To provide instant support to existing customers
Potential Customers: People active on social media
Influential parties and networks: engaging people with large number of followers
Site
Interactivity: Leveraging the power of huge number of followers on different social
media platforms
Marketing mix (Content): FAQs on website to divert traffic on solved social media
queries
Synergy
Integrating with the existing customer care services to check the overall customer
profitability.
System
Analytics report from Social media platforms to check popularity and engagement.
Workshop-2: Scope of AUTO NINJA
Strategic Mission and Objectives To provide exquisitely designed products for Auto dealers across India. It is a Saas (software as
a service) Company that provides its customers with one stop mobile CRM solutions.
Market Analysis • Market Potential, Forecast, Trends :
It has a high potential as there aren’t many players working in this domain. They could move a
notch further by directly hooking up with the original equipment manufacturers as certain key
dealerships are company owned.
They are currently present in 30+ cities across India with a total of 76 clients as of now.
Competition Basis: Functionality, Reliability, Convenience, Price:
This is a one of a kind, never thought of before mobile app. that provides real time productivity
analysis of the employees by measuring the contact time with the customer. Also, it keeps the
customer in contact with the dealer at all times.
In addition, an instant feedback is available to the dealer if the customer is satisfied or not as
the app at the buyer’s end provides a review option.
Competitive analysis, Reputation Analysis
Potential Customers Motivation, behaviour, needs, goals, priorities, current way of fulfilling
needs, customer value, Customer digital maturity (technographics), customer influence*
Workshop-3: SEM (SEO/SEA) Practices of a University website
Optimizing Content for SEO
Suggested Improvements for SEO:
1. The head terms (generic) are usually hard to list for, so using long tail keywords thoroughly
and uniformly.
Eg. Head terms: Technical University (generic)
Long tail terms: Technical University in Punjab (specific)
2. Using the keywords according to the theme of the page and not overcrowding the page
with the relevant keywords (Checking keyword density). Overcrowding the page with lot of
keywords creates an awkward tone and disrupts the flow.
3. Using Alt Image tags for images and videos used on the website.
4. Optimizing Title tags, Meta tags, structured data, text modifiers for every page that show up
in the Search Engine results page.
Try and include at least one keyword in title tag as well as in Meta description tag. It may
not necessarily help in ranking but it increases the chances to get a better CTR because
Google highlights the keywords both in title and Meta description tag.
5. Creating a sitemap in order to help Google autobots to scroll through the entire website and
index every page.
6. During the phase of keyword research, adding latent and semantic terms to the list might
help in overall process of SEO.
7. While adding documents on any page, use keywords that are relevant to the document as
well to other documents it is linking to.
Workshop-4: Attack against AMUL GOLD On 10 October, Neha Tomar, a regular Amul Gold Milk consumer, posted the pictures of a
foam-like substance that came out of the tumbler when her mother-in-law tried to make
cheese out of the spoilt milk. She appealed to everyone not to consume the "deadly milk" and
that strict, stringent action should be taken against Amul.
To deal with suck kind of social media attacks, a company should follow the following approach
1. Analyze current situation
2. Win customer’s confidence
3. Respond back
Analyze Current Situation By looking at the post, you will see the
transition of the customer from the Adult
Ego State to Parebt Ego State. Initially she
talks about bad customer service and then
she talks about the toxicity of the product
and its harm to the society which clearly
shows the transition.
To deal with a person in a Parent Ego State,
one should respond to him/her by starting
from a Child Ego State and slowly upgrading
yourself and downgrading the person to
Adult Ego State, where actual development
takes place.
This is exactly what Amul did. They called her to listen to her complain and tried to find the
technical explanation to her bad experience. They also checked the whole product lot to find
out if similar complaints were there or not.
Win Customer’s Confidence After doing a through homework, the approached Neha Tomar and fixed a meeding with her,
which she talked about in an FB post on 13th Oct 2014.
In the post, Neha ha clearly described her talk with Amul Executives and also write about her
meeting arrangements. Through one-to-one interaction, Amul wants to take Neha into
confidence, explaining her that what happened was because of a scientific phenomenon and
not because of the bad quality of
the product.
Respond Back Responding back to the negative
review is important to show public
that company cares. This helps to
repair the damages caused and in
some cases, it even helps to gain
sympathy of the customer.
After this, Amul write a final post
in response to Neha’s complain in
which they attached a link to the
video clearly explaining to other consumers about the same. By this approach, Amul was able to
tackle to the negative response in 4 days’ time.
Workshop-5: Social media Strategy for a Hand Sanitizer Brand (Klenza)
Objective
To come up with an integrated social media strategy for Klenza
The Brief
Klenza is hand India’s first alcohol-free sanitizer.
Klenza is available in 3 SKU’s today
o Convenient pocket sized spray pens pack (10mlX3)
o 50 ml foam pump (available in two fragrances namely Cool Cologne & Smooth
Strawberry)
o 200 ml foam pump
Setting the Audience and How to go about with the Content
While hand sanitizer might be the category, in a consumer’s world of “non-important” things,
two generic things in the theme of content can add value:
a) Utility
b) Entertainment
The element that will target their attention is Hygiene.
Customer Insights
75% of Indians are following the Brands under the category of Personal Health Care on
social media.
84% of audience in India obtain information about products and Services on Social
Media, with almost similar amount of audience look at the latest deals and promotions
on Social Media.
Figure: Topics most followed by Indians
Figure: What do Indians do online
Competitor Insights
Table 1: Competitors
Brand Likes PTAT Social Presence Content Approach Comments
Lifebuoy 4.2M 1,194
Facebook, Twitter,
Youtube, Pinterest
Products, Health News India, Fun
with Hygiene, Help a Child Reach 5,
Make a difference India,
Generic, events,
celebrities, TED
talks, short films,
topical
Dettol 835K 34,897
Facebook, Twitter,
Youtube, Pinterest Products, # MaaMaaneDettolKaDhula
Topical, life hacks,
facts, generic
Himalaya 166K 639 Facebook, Twitter
Products, Contests, Dear Mother
Earth,
Topical, self-care
tips
Zuci 52K 804
Facebook, Twitter,
Youtube
Products, Salute to the Zuci Woman,
Think Aloud Campaign
Testimonials,
beauty tips,
generic, topical
Klenza 245 7
Facebook, Twitter,
Youtube Products, Events Generic
Some Actionable Insights
• Large amount of chatter in the category is driven by non-branded content.
• Majority of conversations are driven by deals and discounts available on products.
• Audience is actively seeking information around personal healthcare products.
• Big opportunity to own the ‘Expert’ space in the hand sanitizer category as our
competition is multi-product focused.
Approach on Social Media
We divide our approach into three phases:
Phase 1: Excite
Facebook would be the anchor of whole social media campaign for regular engagement.
We need to showcase product features and build brand salience.
Drive recall for the brand and supplement the Facebook activities through Twitter.
Identify and target the influencers for generating a positive Word of Mouth wave.
1. Strategic Activation Ideas
a) KlenzaMate
Figure: KlenzaMate logo
b) KlenzaMate Rock-paper-scissor campaign
Phase 2: Engage
• Facebook moves towards being Engagement Hub and remains the Anchor of Klenza’s
Social Media Presence.
• Twitter continues to supplement the Facebook activities. Regular strategic activations to
keep the buzz alive and sustain the engagement.
• YouTube: Create small videos which will talk about the utility functions and the benefits of
the Product. These will be humorous renditions which will have scope to go viral.
Viral videos
• Entertaining- will be shared easily
• Cost effective- free transmission
• Long life- will be on the internet forever
Advantages
• Search engine visibility
• Relevant feedback for product team
Proposed Content Strategy
We plan to drive content in four different dimensions in the content strategy:
Functional: Product related content through a friendly, cool, and helpful expert.
Emotional: Quizzes, Did You Know, Topical events and Blogs.
Awareness: DIY, Quick Fixes, Health care tips can be useful to generate interest.
Convince: Testimonials (User generated Content), Offers and Success Stories.
Table 2: Increased Channel reach: paid and organic
Content bank for Klenza Types of promotion Expected results
Content updates with tips,
tricks, advice (50%)
Promoted Posts – reach out
to fans of the page
Improve FB page score:
Reach out to more fans
organically
Sponsored stories – In feed
content based ads to get
new fans
Acquire new fans and start
engaging with them
immediately
Contests on wall, apps
(30%)
Contests to reward co-
creation and create buzz
Increase engagement
through continuous activity
on page
Multiple channel promotion
for multiple levels of
interaction
Creating buzz across social
platforms for new and old
fans
Product specific content –
topically linked (20%)
Video pre-rolls + FB video
post ads for further product
promotion
Increase visibility of
products
Phase 3: Educate
Table 3: Post Calendar
Monday Madness Keep Calm and Hi five the Mondays:
Motivation and Confidence quotes
Tuesday Trivia Topical subjects that are talk points among
the TG eg. DIY, DYK
Quiz Wednesdays Quizzes and puzzles about sanitation
Thursday Testimonials Testimonials of customers
TGI Friday Unhygienic scenes of clubbing, like hands
on bar tops or opening restroom doors
Weekend Wanderlust Posts with Klenza in new destinations every
week
Example 1: For TGI Fridays
• A stained PUSH TO OPEN sign to a club or a restaurant.
• Hand stains on the bar tops/ Table tops.
Figure: Sample Post
Case Study: Is Google liable for trademark infringement?
What is Trademark?
As per TRIPS Agreement (Article 15)
“Trademark can be sign, or any combination of signs, capable of distinguishing the goods and
services of one undertaking from those of other undertakings, must be eligible for registration
as a trademark, provided that it is visually perceptible. Such signs, in particular words including
personal names, letters, numerals, figurative elements and combinations of colours as well as
any combination of such signs, must be eligible for registration as trademarks.”
Rights of Trademark Owner
As per TRIPS Agreement (Article 16.1)
The owner of a registered trademark must be granted the exclusive right to prevent all third
parties not having the owner's consent from using in the course of trade identical or similar
signs for goods or services which are identical or similar to those in respect of which the
trademark is registered where such use would result in a likelihood of confusion. In case of the
use of an identical sign for identical goods or services, a likelihood of confusion must be
presumed.
Essence of trademark infringement in Indian law
India is the member country of the TRIPS Agreement and is obligatory to have law on
Trademark registration and infringement.
India Laws have clearly defined trademark and trademark infringement under Trade Mark Act
1999 which is
Trade mark “means a mark capable of being represented graphically and which is capable of
distinguishing the goods or services of one person from those of others and may include shape
of goods, their packaging and combination of colors”
Source:http://www.ipindia.nic.in/IPActs_Rules/tmrAct/Chapter1/Section2.htm
Trademark infringement in India means violation of exclusive rights granted to registered
proprietor under Trade Marks Act 1999 to use the same in relation to the goods and services in
respect of which trademark is registered.
Source:http://www.ssrana.in/Intellectual%20Property/Infringement/Infringement-and-Passing-Off-of-Trademark.aspx
Bharat Matrimony Vs Google
The facts of the case at hand are quite simple. The Plaintiffs, BharatMatrimony.com, had
registered in their name a series of trademarks such as ‘Telugu Matrimony’, ‘Urdu Matrimony’,
‘Tamil Matrimony’ etc. The terms ‘Telugu’, ‘Urdu’ etc. are the names of languages and are their
use in the trademark is descriptive and not arbitrary. The same stands true for the second
standard component which is ‘Matrimony’. Defendant No. 1, Google India Pvt. Ltd., was being
sued for trademark infringement because of its ‘Keywords Suggestion Tool’, which was
suggesting the use of the Plaintiff’s registered trademark for Google’s ‘Ad-words’ program
(ultimately which helped google to earn profit). Defendants No. 2 to 4, all of them running
competing matrimonial websites, were using the Plaintiff’s registered trademarks as keywords
thereby displaying their advertisements as sponsored links on the Google search page
whenever a user keyed in the Plaintiff’s trademarks into the Google search engine.
Supporting Law:
Trade Marks Act 1999, Section 29 (4): A registered trade mark is infringed by a person who, not
being a registered proprietor or a person using by way of permitted use, uses in the course of
trade, a mark which—
(a) Is identical with or similar to the registered trade mark; and
(b) Is used in relation to goods or services which are not similar to those for which the trade
mark is registered; and
(c) The registered trade mark has a reputation in India and the use of the mark without due
cause takes unfair advantage of or is detrimental to, the distinctive character or repute of the
registered trade mark.
Source: http://indiankanoon.org/doc/84096/
Our Approach We will favor broader approach which clearly says that use of trademark will lead to
infringement if a defaulter uses the designation in such a way that causes potential buyer
confused as to source, sponsorship, affiliation or approval when confronted with two similar
designations which tell viewer that they identify a single source when, in fact, they are from
two different sources.
Reason: It is clearly mentioned in the TRIPS Agreement that trademark is meant to create
distinction. If by any mean it is creating confusion, it is an act of infringement and an action
should be taken against it.