Making Digital Marketing Work Without a Big Budget - Divyanshu Saxena, Sociowash New Zealand
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In today’s fast-paced digital landscape, success hinges on smart execution rather than big budgets. This session offers practical, straightforward strategies to make digital marketing effective, even with limited resources. Attendees will learn how to prioritize the right channels, create engaging content, and optimize campaigns to deliver real impact. The presentation focuses on clear, actionable insights drawn from extensive hands-on experience working with a variety of brands and markets. This talk is ideal for marketers seeking no-nonsense advice on maximizing their digital spend, avoiding common pitfalls, and driving meaningful results, regardless of budget size.
Making Digital Marketing Work Without a Big Budget - Divyanshu Saxena, Sociowash New Zealand
- 1. KEYNOTE AUCKLAND, NEW ZEALAND ~ AUGUST 7 - 8, 2025 DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ Making Digital Marketing Work Without a Big Budget Divyanshu Saxena CEO SOCIOWASH NEW ZEALAND
- 2. Most marketing teams don’t have enough money, but they always have choices
- 3. Making Digital Marketing Work without a Big Budget Divyanshu Saxena CEO, Sociowash New Zealand Smart Strategies for Real Results
- 5. Digital Marketing is No Longer Optional Every business needs to be online Consumers expect digital discovery & engagement But visibility comes at a cost or does it?
- 6. So… How Can We Still Win?
- 7. So… How Can We Still Win? How do you compete with limited dollars?
- 8. So… How Can We Still Win? How do you compete with limited dollars? What actually works today without breaking the bank?
- 9. There are 612,417 businesses in New Zealand 97% of them are small businesses Source: https://www.business.govt.nz/data-for-business
- 10. Digital ad spend now accounts for more than 70% of all advertising in New Zealand. (NZ$2.52B out of NZ$3.6B total ad spend in 2023-2025).
- 11. Why Outspending Is Not the Same as Outperforming In 2024, 76% of ad budgets in the APAC region are allocated to digital channels.
- 12. Why Outspending Is Not the Same as Outperforming In 2024, 76% of ad budgets in the APAC region are allocated to digital channels. Many small and medium businesses outperform large brands because of sharper strategies.
- 13. Why Outspending Is Not the Same as Outperforming In 2024, 76% of ad budgets in the APAC region are allocated to digital channels. Many small and medium businesses outperform large brands because of sharper strategies. The key difference is not budget size but smart execution.
- 14. Apps & eCommerce Creative Studios Influencers
- 16. Flipkart’s YouTube Ad: A Creative Twist from One of India’s Largest Marketplaces Context: ● March: Slow sales period (JFM slump) ● Audience waiting for the Next Big Sale
- 17. Context: ● March: Slow sales period (JFM slump) ● Audience waiting for the Next Big Sale Insight: ● Most brands wanted users to watch their YouTube ads ● We wanted users to skip ours, and head straight to the sale Flipkart’s YouTube Ad: A Creative Twist from One of India’s Largest Marketplaces
- 18. Creative Strategy: ● Told users: “Skip this ad if you're ready to shop” ● Human psychology kicked in, curiosity increased watch time ● If they skipped: no cost ● If they watched: sale awareness built ● Cost-per-view (CPV) only charged after 30 sec Flipkart’s YouTube Ad: A Creative Twist from One of India’s Largest Marketplaces
- 19. Result: ● A reverse psychology campaign that boosted traffic and saved media budget ● Smart targeting + creative twist = Win-Win Flipkart’s YouTube Ad: A Creative Twist from One of India’s Largest Marketplaces
- 21. Common mistakes small-budget teams make
- 22. Common mistakes small-budget teams make ● Spreading too thin across platforms
- 23. Common mistakes small-budget teams make ● Spreading too thin across platforms ● Over-investing in one channel without strategy
- 24. Common mistakes small-budget teams make ● Spreading too thin across platforms ● Over-investing in one channel without strategy ● Ignoring data or failing to track campaign performance
- 25. Common mistakes small-budget teams make ● Spreading too thin across platforms ● Over-investing in one channel without strategy ● Ignoring data or failing to track campaign performance ● What's not measured cannot be improved. Flying blind means wasting budget.
- 26. Common mistakes small-budget teams make ● Spreading too thin across platforms ● Over-investing in one channel without strategy ● Ignoring data or failing to track campaign performance ● What's not measured cannot be improved. Flying blind means wasting budget. ● Blindly boosting posts
- 27. Common mistakes small-budget teams make ● Spreading too thin across platforms ● Over-investing in one channel without strategy ● Ignoring data or failing to track campaign performance ● What's not measured cannot be improved. Flying blind means wasting budget. ● Blindly boosting posts ● Copy-pasting big brand tactics
- 28. Establish the mindset shift: You don’t need to do everything, you need to do the right things well.
- 29. The Framework: How to Make It Work
- 30. The 5 Pillars of Smart Digital Execution Clarity Over Chaos
- 31. The 5 Pillars of Smart Digital Execution Clarity Over Chaos Platform Prioritization
- 32. The 5 Pillars of Smart Digital Execution Clarity Over Chaos Platform Prioritization Creative That Works
- 33. The 5 Pillars of Smart Digital Execution Clarity Over Chaos Platform Prioritization Creative That Works Test before Scaling
- 34. The 5 Pillars of Smart Digital Execution Clarity Over Chaos Platform Prioritization Creative That Works Test before Scaling Measurement Without Madness
- 35. Clarity Over Chaos - Pillar #1 “Marketing without clear goals is just noise.”
- 36. Clarity Over Chaos - Pillar #1 “Marketing without clear goals is just noise.” Before any campaign, ask: What do we want to happen? Awareness? Leads? Sales? Don’t chase everything, align everything.
- 37. Clarity Over Chaos - Pillar #1 “Marketing without clear goals is just noise.” Before any campaign, ask: What do we want to happen? Awareness? Leads? Sales? Don’t chase everything, align everything. Focus creates impact
- 38. Chaos Clarity One clear goal = Better content. Better spend. Better results.
- 39. Platform Prioritization - Pillar #2 Trying to Be Everywhere Instagram, LinkedIn, Facebook, TikTok, YouTube, Twitter/X, Pinterest “Same message. Everywhere. No results.” Platform Focus Instagram + Google Ads Objective: Lead Gen or Sales “One audience. Two platforms. Clear outcome.”
- 40. Creative that Works - Pillar #3 Icon Principle Subtext Hook Fast Stop the scroll in 3 seconds Speak Human Avoid jargon. Sound real. Show, Don’t Tell Use visuals to convey value
- 41. Test before Scaling - Pillar #4 Test → Learn → Optimize → Scale ● Validate audience targeting: Who truly engages? ● Refine creative messaging: Which copy & visuals connect? ● Compare channels & placements: Where’s your best ROI? ● Optimize offers & calls to action: What drives conversions? ● Ensure landing page experience matches expectations
- 42. Measurement Without Madness - Pillar #5 Measure (positive) → Scale Measure (negative) → Adapt & Pivot ● Choose 1–2 clear metrics aligned with your business goals ● Avoid overwhelming data that distracts from what matters ● Use these metrics to track progress and inform decisions ● Focus on actionable insights that drive improvement ● If you find unfavourable results, don’t panic. Adapt and Pivot.
- 43. Cases
- 44. It’s not about the size of your budget, it’s about how clearly you execute.
- 45. ● Bold ● Simple ● Impactful ● Buzz
- 46. Big budgets may get attention. But smart execution gets results
- 47. How much does a Wallet Cost?
- 48. Leaving the wallet on road
- 49. Leaving the wallet on road People picking it up
- 50. Leaving the wallet on road People picking it up Message Inside: Someone lost me today, hope you won’t! Keep an AirTag on me and never lose track.
- 52. Divyanshu Saxena CEO, Sociowash New Zealand Let’s Stay Connected