Inbound Marketing
Modules of Digital Marketing
Module 1: Search Engine Marketing
Module 2: E-Mail Marketing
Module 3: Search Engine Optimization
Module 4: Web Analytics
Module 5: Social Media Marketing
Module 6: Inbound Marketing��
Session-2
Inbound Marketing
�What is Audience Aggregation�
Audience Aggregation
Audience Aggregation
Where Audience Aggregation fits In?
Presence of Audience Aggregation
Politics
Satyagrah
Why Aggregate an Audience?
To engage potential customers over long
term if they are not ready to buy yet
To support your content marketing efforts
Create more
opportunities
To convert
Have a base set of audience to promote
Your content.
Activity Time
How can Audience aggregation supports
Content marketing efforts?
Audience Aggregation Cycle
Audience Aggregation Model
Audience Aggregation Model
Support Content Marketing
By Promotional
State of Potential Customers
Knows about
opportunities
Has a sense of urgency for
purchase
Aware of your
product
Stuck at
A buying stage
Trusts your
Brand
Planting & Nurturing Ideas
Knows about the opportunities. Aware of your product and know where a
buying decision stuck up.
Trusts your brand has a sense of
urgency for purchase
Funnel Dropouts
ReFunnel The Dropouts How?�
Convince about the Opportunity.
Educate about usage and Remove Barriers.
Incentivize Usage.
Reward Loyalty
Reward Loyalty
Trigger Purchase Action
Activity Time
What kind of E-mails you can create for nurturing your audience for expanding the business
Activity Time
What kind of E-mails you can create for nurturing your audience for expanding the business
�Audience Aggregation-How? �
Channels to Aggregate Audience
Social Platforms
Facebook,
Forums
Community
Sites
Forums
Community
Sites
Criteria to Select Distribution Channel
Reach 🡺 Email, Facebook, Twitter
Content Publishing Frequency 🡺 Low frequency favors Email
Content Consumption Pattern 🡺Inline consumption favors
Social Platforms
Profiling, Personalization & Targeting 🡺Email
Channel Stability 🡺 Email Proprietary Plateforms
Activity Time
List of activities you can do to build your email Lists
Never drop the balls
Activity Time
Make list of Blocking Questions in customer Journey?
Never ever drop any ball
Measurement Scales
Standard Mail Solutions
🡺MailChimp
🡺 Aweber
🡺Emarsys
Internal Email Infrastructure
– List Management &
Delivery Tool🡺 Octeth
– SMTP Servers🡺 MailGun
Use Power of Existing Data
Personal
Network
Customers & Business
Associates
Leads Prospects
Choose Content Type
Content Creation Process
� ��Blocking Questions, Content Buckets � & � Schedule
��Modelling Customer Journey � �
��Modelling Customer Journey - Example � �
Post Webinar Summary Video to
Subscribers
Old
Prospects
Leads
Online
Leads
Alumni
Registered
Users
�Ways of Segmenting Audience �
Geography Based Targeting
These are
Possibilities
Interest Based Targeting
Event Based Targeting
Only Possibilities
Activity Time
Write a note on “How Audience Aggregation can help in your Business?”
Queries..
Wish you a very Happy Learning