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Wednesday, January 22 • 11:45am - 12:15pm
PR integration: SEO, Content Generation and Social Media. LIMITED

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Limited Capacity seats available

In the digital marketing world, skills acquisition is as competitive as it has ever been with PR high on the list. With more brands publishing content and even competing with publications in their industry, the need for integrated marketing and PR functions within companies is a necessity. The question is, what is your company, large or small, doing about it?

In the digital environment, branding in many ways is a series of conversations that you can have with your prospects and customers (loyalists and irate). Within the marketing system, PR is best positioned and trained towards handling dynamic conversations (as opposed to static brand messages).

Learn how to
Integrate PR, SEO, Social and content under one roof so as to have an integrated approach towards these conversations.
Create content that is attuned towards conversations and use that across various digital touch points.
e.g One interview with our fundamental research head can be transformed into a piece for a ET, a q&a for a blog, a presentation on slideshare, a post for FB, a twitter contest before it meets its final resting place as a key word targeted article on our website.
Drive PR through the keyword approach and content is therefore suitably created keeping the digital landscape in mind.
multi-purposing any conversation and use it as the lens to focus content/PR/digital efforts.   

Learn how from real life case study of Kotak Securities using these techniques to map the customer life cyle to the external environment and to take decisions on media and tonality. Today this content in many ways becomes the brand tone and is central to the integrated marketing strategy.
Case Study Backgrounder: The brand conducted a research to understand the mind space of the consumer. Research gave insights into the lifecycle of the customer. Basis the lifecycle we divided the customer into different segments and the state of mind within each. it opened new insight into the keywords within each segment. Armed with the data the brand created an entire digital strategic plan encompassing PR, SEO, Social, OBM and Acquisition. Learn how to set up a series of experiments to help the brand ratify its understanding. How to design pages keeping these keywords in mind. Know how the brand could attract the right audience (SEO), give the right solution (content) and then pitch the right call to action (leads) to gain the most relevant results. Learn what type of Data to analyse for various metrics such as ranking, traffic, time spent, exit pages, lead rate, and lead efficiency amongst others. Find how each data point helps to fine tune the strategy further. Get a peek into the various experiments targeted towards gaining efficiencies in SEM, Display, FB, etc – across the digital spectrum.

Presenter/s or Panelists
avatar for Jaimit Doshi

Jaimit Doshi

Head of Marketing, Kotak Securities
Known to be a maverick, Jaimit Doshi heads the Marketing division at Kotak Securities. He has been with the Kotak Group for over 13 years, working across different business functions like sales, marketing, products and customer service. Jaimit’s marketing insights stem from  his... Read More →

Advisory / Stream Hosts
avatar for Sanjay Tripathy

Sanjay Tripathy

Senior Executive Vice President - Head Marketing, Product, Analytics, Digital & E-Commerce, HDFC Life
An industry leader with 23 years of expertise in managing large businesses and setting up successful e-commerce, direct to customers, franchise and other traditional verticals. Turning around loss-making ventures/brands and changing businesses/brands on their head.A team leader with... Read More →
avatar for Yateesh Srivastava

Yateesh Srivastava

Self Employed

Wednesday January 22, 2014 11:45am - 12:15pm IST
Stream : PR at Crystal 4 Stream : PR at Crystal 4

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