5 essential elements of a digital marketing strategy


  1. Customer Prioritisation

While creating your digital marketing strategy your team will get consumed with building your web presence and developing your product or service, it’s easy to lose sight of the customer you want to target. Tony Delmercado said “Small efficiency improvements in conversion rates, email capture, and retargeting can pay huge dividends — tighten up the mouse trap first, right then buy eyeballs. You’ll acquire and retain customers more cost-efficiently and keep money in your coffers for higher-risk marketing strategies.”

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INKSPELL – Case Study of the Week(Best Multi Channel Campaign by/for a Healthcare Company)

Best Multi Channel Campaign by/for a Healthcare Company

By Portea Medical for Portea Heal at Home Campaign

The Campaign

Market research showed that 35% of the target group knew about Home Healthcare while only 5% were aware of Portea as a brand. Even out of the people who were aware of Portea, the respondents did not know about all services provided by Portea.

Hence, the business objective was to build awareness for the brand and in turn build the category with Portea being the leader in home healthcare. The secondary task was to highlight the range of services right from physiotherapy to medical equipment & position Portea as a home healthcare company that offers a wide portfolio of services.

The Idea

The 4 pillars on which they wanted to build brand Portea were:

Trust, Empathy, Personalized care & Convenience. For this campaign, they focused on the empathy and personalized care aspect of the brand to bring out the emotional connect their medical staff has with our consumers.

The idea: Your body heals best in the environment it is happiest in. Portea. We bring a range of professional healthcare services like Doctor Visits, trained Nurses-on-call, and attendants, Physiotherapy, and Diagnostics to the place you heal better. Your home.

What consumer insight is this communication based on?

Health care is a very important aspect of life and people depend for health care services only from known places or people. Hospitals and nursing homes have their shortcomings in terms of travel time, distances, costs & waiting for long hours before someone get to meet the doctors. But the major fallback is that they do not provide post hospitalization care and services to patients if needed.

Even family doctors have their limitations which is why health care facilities and treatment available at a person’s home is seen as a very convenient, smart and viable solution by the consumers. So Portea brings healthcare to the place where you can heal the best – your home.

The Result

  • Post March 2016, they reached the highest campaign awareness of 24% & Brand Awareness of 16% for Portea compared to 5% pre campaign.
  • The awareness remained at 16% – 20% rest of the year post campaign.
  • 100% increase seen in website traffic to in Feb 2016 post launch.
  • They saw a 63% increase in inbound calls to their sales call centre and 82% more leads submitted through
  • They had the highest no. of new patients and new revenue per month for Portea during Feb & March 2016.
  • New revenue for these 2 months was 35% higher than their monthly average.
  • Awareness helped close a few B2B partnerships (with Hospitals, Pharmacy and Insurance).

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the ICL Awards 2018 – India’s most sought-after Content programme of the Year.

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Inkspell Marketers’ Alert by Dr. Smitha Ranganathan

Session #09:

The Promotional Bug

Picture this, a group of enthusiastic volunteers giving away free insect-infused ice-cream? They wear t-shirts that read, ‘Why eating insects make sense. Ask Me.’ With value proposition based on “taste of the future”, this is The Economist weekly’s promotional campaign across popular spots of Sydney over the weekend.

Insect-infused ice-cream stalls sprung up across Sydney in a bid to educate people about the future of food.  You get to pick from “Scurry Berry”, blueberry and raspberry ice-cream with a mix of insect bits; “Choc Hopper”, smooth chocolate ice-cream with grasshopper chunks; “Strawberries and Swirls”, fresh strawberry ice-cream with cream and meal-worm swirls; and “Nutritious Neapolitan”, mixed critters in strawberry, chocolate and vanilla ice-cream.

This campaign urges you to nurture a conversation relating to global food sustainability while asking to sign up for a 12-week online subscription with at almost 60% discount promotional offer. While the novelty and shock value have been inertia breakers in this powerful campaign, there has a myriad of onlookers who have reacted with disgust too.

With respect to getting the necessary share of voice, the authoritative weekly has managed it to perfection. With over two billion people around the world already munching down on the crispy critters, can you but stomach it?

#contentmarketing #content #marketersalert #profsmitha #icl2018

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Digital Marketing Tips (Part 5)

Do Your Research

You may have ideas for what is going to work best for your audience based on past experience with your ads, but taking the time to conduct thorough research and have data to support your actions is important. You may anticipate that your customers will behave a certain way, when in fact they go in a completely different direction. It’s essential to be prepared for this ahead of time and use the information you collect from research to plan your marketing strategy.

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Branding Tips(Part 1)

Creative Elements

Your business has visual elements that make it stand out from your competition. Use that to your advantage in your marketing efforts. Whether it is a logo, mascot, font, or color scheme, having it included can help make your brand recognizable. You want to catch the eye of the audience, but you also want to maintain their attention and have them remember your brand. Incorporating unique and creative visual elements into your ads is crucial to the success the ads will bring you.

Share your views by leaving a comment. Alternatively, write to [email protected]

The run for Content Superhero has begun! If you have a campaign with exemplary content then submit your work

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