dm group ppt
- 1. Kritika Jain Rajeev Ranjan Singh Soumajit Nag Shikhar Wajid Ali
- 2. Introduction to Digital Marketing 1) Communication is bidirectional. The customer also can ask queries or make suggestions about the business products and services. 2) Medium of communication is mostly through social media websites, chat, and email. 3) There is always a fast way to develop an online campaign and carry out changes along its development and digital tools makes it easier. 4) The content is available for general public. It is then made to reach the specific audience by employing search engine techniques. 5) It is best for reaching global audience. 6) It is easier to measure the effectiveness of campaign through analytics.
- 3. About Housing.com Housing.com is a Mumbai based popular real estate search portal that allows prospective customers to look for housing property based on filters like geography, number of rooms etc. This real estate portal was formed by 12 graduates from IIT Bombay. Currently it has 2500 employees and presence in more than 50 cities. Vision statement of Housing.com states ‘At Housing, we have initiated change — change for the best. There vision is to help the world live better. They are here to get to the root of every challenge, find a solution and deliver to you a world that’s filled to the brim with optimism, innovation, transparency, and advancement. Live better with Housing’. There mission is ‘Innovation and Optimism for Housing’.
- 4. Business Objectives The objective of the company is to become number one in the real estate search portal space. Its long term dream is to become like an e-commerce company where the customers will be able to buy properties similar to the ease with which they buy products from e- commerce sites. It also want to bring down the pain points in home buying and selling through ensuring listing of homes for buying, selling and rentals.
- 5. Methods to attract customers Initially to set up an attractive content in the Web, the things needed to be done are as follows: 1) Creation of Google+ business account. 2) A Facebook fan page. 3) A twitter profile for “Housing.com”. 4) Creation of a pin up page for number of likes in pinterest website. 5) Creation of both the organic and inorganic mode in the webpage for increase in clicks. 6) Creation of a side bar pop-up and wide bar display page in LinkedIn. 7) Putting up videos and attractive contents in youtube, dailymotion, vimeo; etc.
- 6. Promotional activities 1) To get the video on the top of Google for almost any keyword. 2) Making the search engine compatible with the keywords like: New homes “Housing.com”. “Housing.com” home builders. Home builders “Housing.com”. 3) To make more videos of the “Housing.com” content and expose it to the world in youtube, dailymotion, vimeo, real media to build traffic and therefore increasing the number of views and likes. 4) Use of Bing Ads and Google Adwords for paid search. 5) Creation of Google Alerts to entertain and reply to the positive and negative comments, blog posts, articles.
- 7. Approach/Strategy adopted Housing.com encourages brokers or owners to list the properties and they plot the same on an interactive map in their online portal. Customers can filter the search result based on parameters like available rooms, lifestyle ratings, child friendliness index (CFI) and area based pricing. Housing.com’s Data Science Lab (DSL) has generated a number of “Heat Map” algorithms and demand flux maps based on these filters.
- 8. The CFI heat map shows child friendliness of different areas and it measures neighborhoods on three different criteria which are 1. Number of schools 2. Number of hospitals and parks 3. Proximity of these facilities to the area. Improving the overall ecosystem and thereby creating a digital identity. Improving the conversation on factors like: 1. Expertise. 2. Knowledge. 3. Negotiation skills.
- 9. Location Based Marketing 1) Adding of the business and the address to Google+ local for “Housing.com”. 2) When the social media accounts are set then moving to the link of www.google.com/local/add , and following the steps. 3) Making sure that the customers who are either loyal frequent visitors and casual visitors writes as many reviews as possible on the “Housing.com’s” Google+ local listings, because they show up in search engines. 4) Use of Pay-Per-Click advertising to target relevant keywords that will drive leads and eventually deliver sales. 5) Running a mobile paid search campaign for “Housing.com” and therefore registering the business on location-based services. 6) Building up links from related local businesses and local bloggers to increase search in frequency for “Housing.com”.
- 10. Tests that enhance visibility for “Housing.com” 1) Adding the word Free in the ads for “Housing.com”. 2) Creation of an explainer video for “Housing.com”, thereby increasing homepage conversions that explains different models of Houses and various services in-built in it. 3) Creating a signup button scroll with the visitor. 4) Removal of some form of fields to enhance visibility like: Name E-mail URL Revenue 5) Offer time-based bonuses i.e. early search and sign-up with “Housing.com” that will be in eye-catching colour and moving on to the payment page.
- 11. Results Achieved By Them Housing.com has tied up with more than 6000 brokers and operated in more than 40 cities in India including Mumbai, Bangalore, Kolkata and Delhi. The company has mapped approximately 650,000 houses in India. The company has mapped over 80,000 houses in Mumbai and 50,000 houses in Bangalore which constitutes over 5% of the total houses in both cities. They are also using drones to collect this data which includes aerial surveys and photographs. Their innovative way of doing business has helped them in raising fund from a series of investors like Nexus Venture, angel funding, Soft bank etc.
- 12. Current Updates Housing.com aims to turn profitable in next 18-24 months. Housing.com, which has raised over USD 100 million from various investors including Softbank and has restructured the business, today said it expects USD 10 million revenue in the current fiscal. "Uber will be integrated into the Housing.com app, allowing consumers to directly book a ride after identifying a property of interest. This will save consumers the hassle of finding locations of different sites. Dilip Tuli who is appointed as VP will assist with strategy and oversee new business initiatives such as transaction facilitation and fulfilment services.
- 13. Benefits 1) Apps can be a crucial piece and they are a great engagement tool to inspire participation from customers. 2) Forming consultancy groups across varied regions delivers real insights that help improve continuously. 3) Search engine optimisation helps further diversification and commercializing the services and activities. 4) Creating engaging, shareable and visually stimulating content with strong execution to appeal the customers. 5) Forming partner with different social media platform generates real insights content display and getting revenue out of it.
- 14. Key learning's 1) Bringing innovation in the portal like life style ratings, child friendliness index (CFI), and area based pricing. 2) Combining knowledge, passion and technology to drive innovation. 3) Setting up of new benchmarks for excellence. 4) Online view rate increase only when the customer’s OUT SEE, OUT THINK, OUT DO 5) Conducting aerial surveys and collecting data along with photographs.
- 15. Conclusion 1) It is best for reaching global audience. 2) Improving the overall ecosystem and thereby creating a digital identity. 3) Making the search engine compatible with the keywords like: New homes “Housing.com”. “Housing.com” home builders. Home builders “Housing.com”. 4) Building up links from related local businesses and local bloggers to increase search in frequency for “Housing.com”. 5) Creation of Google+ business account helps in checking all the information that is available from “Housing.com”.