Ravi Trivedi started off as a Software Engineer in Hewlett Packard, post his Masters at IISc Bangalore. Later, he did consulting and then business development for HP. During this time, he co-authored a book –Web Service Security and represented HP in standard bodies like W3C and JCP.
Then, he decided to do a full-time MBA at Fuqua School of Business, at Duke University. Post MBA, he worked at Wall Street, in Bank of America as equity analyst, covering technology and media stocks. After that in 2008, he joined Southeast Interactive Technology Funds, an early stage technology fund in Raleigh, NC. In July 2011, when he moved to India, he founded Srijan Capital with a goal to incubate & run their startups, as well as to fund early stage startups. They have incubated CouponRani.com, a top coupon company in India and is an investor in Explara, Tookitaki, Mechmocha, Venturesity and Collatebox. At Srijan, he works on running Marketing for CouponRani.com.
In summary, he has a very diverse professional career and he has enjoyed learning new things all along and pursue his passion.
Digital Vidya: How did you get into Digital Marketing?
Ravi: When I was at Southeast Interactive Technology Funds, I had a chance to work in the trenches in a portfolio company. There I ended up managing the online division and that marked the beginning of my experience in Digital Marketing. I found Digital Marketing very intuitive as it was numbers driven and given my Wall Street experience, I was a numbers person. Further, I found several of the techniques to acquire users very intriguing.
Digital Vidya: Why do you think it’s important for entrepreneurs, marketing professionals and students to learn Digital Marketing today?
Ravi: If your business acquires users or leads through online medium, then it is very important of you to understand Digital Marketing. Understanding the key pillars of Digital Marketing and the common techniques used to drive traffic and transactions are key to growing such businesses.
Digital Vidya: According to you, what are the top mistakes committed by organizations today in leveraging Digital Marketing?
Ravi: I would broadly divide this question for two set of companies –
- A lot of organizations are still not web or digital savvy, as the other channels have historically been a key driver of revenue for them. Such organizations take a longer time to adopt to this new way of doing business in India.
- Organizations which are already utilizing Digital Marketing, in my experience, don’t utilize analytics or numbers enough to drive their decisions.
Digital Vidya: You led ‘3 Steps To Develop An Online Marketing Plan In 1 Hour’ Webinar for Digital Vidya’s community. How was your experience in leading the Webinar?
Ravi: First off, it was probably my largest online workshop, with over 80 participants. It was a great experience and I was able to answer several digital marketing questions from a wide variety of audience. Based on some of the feedback I got directly from candidates, it was well received and I got several follow up queries related to topics we discussed. Interesting fact – one of my classmates also was a webinar attendee and we got in touch post the webinar.
Digital Vidya: Please share top 5-7 takeaways from the Webinar you would like to share with our community.
Ravi: In the webinar, we discussed how to quickly create your marketing plan. The process to do this involves:
- Identify your target audience- One need to understand what business they are in. Then understand who your target market is. Often people would generalize and choose a broad target market, which leads to poor messaging and higher cost in converting.
- Align your messaging with target audience- Once you have identified the target market hone your messaging and making it crisper and targeted towards target audience. It should have clear value proposition for the audience.
- Prioritize your channels- Now your site is ready to receive visitors, you should explore target traffic acquisition tactics. For each channel, make a chart with expected volume, effort in acquisition and expected profitability. Prioritize and pick 3 channels for testing first.
- Test & Optimize- After you have picked up the channels, do a test and measure key metrics like – Cost Per Acquisition/Lead, ROI through each channel. Depending on the results, double the ones that perform and remove or reduce the channels, the ones that do not. Remember to test a channel thoroughly and have a large enough budget before making a decision.
- Growth Hacks- If you are looking for very high ROI channel, be ready to be creative. Growth hacks are often short lived. One way to find them is to try things against normal thinking. E.g. if a FB campaign is supposed to be optimized for Clicks, use that to drive Likes to your page, as compared to FB campaign that is optimized for Likes. Sometimes, the results will surprise you and thus the growth hacks.
Digital Vidya: Do you have any suggestions for us to further increase the value of our Digital Marketing Webinars for our community?
Ravi: I think if you can have a forum like interactive area for each course for instructor and course participants to interact before and after the webinar it would improve the value of the Webinar.
Digital Vidya: Would you like to share few words about the work we are doing at Digital Vidya?
I believe Digital Vidya is a valuable go to destination for quality content on Digital Marketing. Great efforts, Team Digital Vidya.