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DIGITAL MARKETING PLAN – OLA AUTOS

Done by:
Ayush Srivastava - 32
Manjula Puranik - 77
Tanika Naik - 160

INTRODUCTION
The internet and ascents in digitalization and social networking have transformed how
companies reach out and connect to their clients and partners
...
We see its consumption going
beyond the normal boundaries of geography and time
...
For our Digital marketing plan we have
selected Ola Auto services as it is a new service with little digital marketing if any done as of
now
...


TARGET AUDIENCE
Keeping the product in mind, the plan aims to target the masses, hence we will be having
multiple targets, with varying priorities which are as follows:


Young College Going Students – Priority 1
o Profile: 18-25 yrs, budget constraints, irregularity in buying patterns,
maximum consumption on weekends
o Requirements: Availability in the evenings, especially on weekends, last
minute bookings, short distance travel
o Expectations: Cheap fares, Quick and hassle free service, gps for unknown
locations, music players with usb slots to play own music



Working Professionals – Priority 2
o Profile: 25-40 yrs, Regular travel (fixed pick up and drop location), No budget
constraint
o Requirements: Availability at odd timings
o Expectations: Polite and courteous drivers, quick and hassle free service



General – Priority 3

OBJECTIVES





Launch of new product – Ola Autorickshaws
Increasing brand awareness
Increase frequency by highlighting competitive pricing factor (autos run on meter
only)
Driving sales and revenue through the digital marketing campaign

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MARKETING MIX OF OLA AUTO-RICKSHAWS
The marketing mix is the tactical or operational part of a marketing plan
...
The 4Ps are price, place, product and promotion
...
They have recently come up with a new service Ola Auto-rickshaws
...
The number of autos in Ola's
service is around 300, and each of the autos under the Ola service has been equipped with Huawei
phones to track bookings
...
Autos in metro cities currently have a base price of Rs 25 for the first two
kilometres and Rs 13 afterwards
...
The
effective pricing of auto-rickshaws is a strategic step towards success
...
After the success of this
service, it would be launched in metro cities like Mumbai, Chennai, New Delhi, etc as well
...
User has to enter the drop-off point
before an auto driver accepts the booking
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Promotions:
1
...
SEO will
help in a better transparency of the auto-rickshaw service which is being provided by Ola
Cabs
...
Social Media Marketing - It is a form of online advertising that focuses on social
networking sites
...
Since it is new service in the market so we are focussing on social
networks like Facebook, Twitter, Youtube so as to target maximum online users
...
Email marketing - It is directly marketing a commercial message to a group of people
using email
...


4
...
The customization will be done in such a way that the moment the
users enter auto-rickshaw in the search engine, the next search should be for Ola cabs
auto-rickshaw
...
Mobile advertising - Mobile advertising is a form of advertising via mobile (wireless)
phones or other mobile devices
...


6
...
This form of online advertising entails
embedding an advertisement into a web page
...
Moreover, when the users will click
on the online banners a coupon code will be generated which can be availed on the autorickshaw rides
...


7
...
Influencers like bloggers and
interactive online communities would definitely help in spreading awareness about the
new Ola auto-rickshaw service
...
Affiliate networks - An affiliate network acts as an intermediary between the providers
(affiliates) and the users
...


9
...
in order to increase the
number of users
...
digitalmarketingcalculator
...
The action plan for the same is listed below:

1) Search Engine Optimization:
The steps we shall be following for search engine optimization are:
1) For improving the visibility of our website on Google, we‟ll be using unique and
accurate page titles that will make us stand out amongst our competitors
2) Using Google‟s webmaster tool we will be designing an appropriate description meta
tag which will tell Google and other search engines what our website is about
...
And though our best in class website
for Ola Cabs already implements easy to use navigation we shall be doing the same
for our Ola Auto pages to drive visitor traffic
5) To influence our website more, we shall be designing our content in such a way that it
is compelling, unique, exclusive and useful for the visitors
6) Further our anchor text i
...
the clickable text that users will see as a result of the link
will be designed to tell users & Google something about the page we are linking to
5

7) Images attract visitors and hence we shall be using relevant images on our Ola Autos
webpage
...

9) We shall also be using Google‟s webmaster tool to improve our site content

2) Social Media Marketing:
Social media is one of the best and cost effective methods of gaining visibility and brand
awareness
...

Facebook: Ola already has a good presence on Facebook with 92884 likes
...
Since the auto feature started
quite recently there‟s very less related content and visibly less engagement for the same
...
Their Twitter
account runs the same content as their Facebook account
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Youtube: Ola has only 114 subscribers on youtube and their content is only limited to their
ads
...
To increase their subscriber base they should either start a
video blog or a contest
...
Some of their
meme‟s are as follows:

Though this is a good idea for a social media campaign it hasn‟t taken off that well amongst
the users as yet in terms of user engagement
...

Hence to build up on Ola‟s campaign we shall be starting this a nationwide Facebook, Twitter
& youtube contest
...
This incentive will definitely drive
users to participate in the campaign
...
The campaign will
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ask users to share their nightmarish auto ride story using the hashtags #OlaAuto
#AutoNightmare which will be featured on our website as well as facebook
...
However
to drive visibility to our Facebook page & Website, we will be tweeting the links of
the facebook & Website links of the stories asking our Twitter followers to vote for
the best
...

3) The christmas contest will be followed with our youtube contest mainly aimed at
improving visibility on youtube where Ola lacks in terms of viewers and subscribers
...
Winners with the best story will be chosen through an online
voting on Facebook, Twitter, Youtube and Ola Website & app
...

To further drive visibility on social media we shall be going for user driven content
...
The app shall also ask users to post their feedback
with the hashtag #OlaAuto once their ride is completed
...
This will increase the
credibility of Ola autos
3) Using the paid „boost post‟ feature on Facebook we shall be increasing the
visibility for our Facebook content
4) Using paid ads on Facebook, Twitter & YouTube
...
Thus we have an extensive database of users with
their emails & phone numbers
We will be using email marketing to convey offers, contests and new features of Ola
auto to our existing Ola Cab customers
The emails will have eye catching headings, and simple but attractive content like
videos, print ads, gifs etc to captivate attention of the users
Videos will only be shown as stills with a play icon
...


4) Keyword Advertising






We will be using Google‟s adwords feature for our keyword advertising campaign
Using Google‟s keypwrd planner we will obatin only the appropriate and relevant
keywords or grouped keywords to pay for
To further improve the efficiency of our keywords and reduce costs we shall also
include negative keyowrds, so that when users search for these keywords which are
not related to our service our website ad doesn‟t apprear in the search results
...


5) Mobile Advertising



For mobile advertising we shall be foremost targeting customers with our best in class
mobile app, designed with easy and attractive user interface and easy to navigate
Further we will be using Google‟s adwords feature for mobiles in our mobile
advertising campaign as well



Mobile ads appear on mobile devices in Google search results, on content websites, in apps
and video



To improve visibility through mobile ads we shall be using various adwords features
like mobile ad sitelinks, call extensions, location extensions, seller ratings, image
banners & interstitial ads
We shall also be using features like mobile roadblock and instream video ads to
advertise on youtube mobile app
Further, using our database of our customers phone numbers we shall convey offers
and social media contests to our customers by sending them, short, simple, crisp and
attractive text messages




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6) Online Banner Advertising






Using sites like dogpile
...
This is because if people book hotels, flights,
busses etc they are likely to need autos to take them to their final destination, whether
it be homes, restaurants, hotels, companies, airports or busstops
Our banner ads will eb designed with simple yet attractive content and useful and
relevant information for users
On festive seasons these banner ads will also contain a coupon code which the users
will obtain on clicking the banner ads
...


7) Referral Marketing





Ola already uses referral marketing for its cab services
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100 will be
recharged on the original user‟s Ola Wallet
Social Media, mobile advertising, email marketing and banner ads will be used to gte
the word out about the referral marketing offer
...
This will reduce
our advertising costs as the cabs & autos are owned by Ola, provide revenue to Auto
& Cab Drivers & further improve our visibility in the city
We will also be advertising through poster os the back of buses and on bustands as
these are the areas most used and visited by our target customers
...
When measuring site and app traffic we shall be
focussing on page views, number of hits and number of unique visitors per
week or month
 Traffic Sources - Knowing where the site traffic is coming from and what
particular sets of keywords brought them there can give us an insight as to
what keywords or keyword phrases we should focus more on in our digital
marketing campaigns
 Mobile Traffic – This includes the traffic generated on our mobile app as
well as the number of respondents to our mobile ads and text messages
 Click Through Rate (CTR) - Pay-Per-Click (PPC) are viable sources for
targeted traffic and can be measured effectively by figuring out the number of
clicks our PPC ads receive based on the total number of impressions
...
This value will vary depending on how popular our chosen
keyword or keyword phrases are, our Quality Score as influenced by Click
Through Rates (CTR), and the standard prices search engines initially set
 Conversion rate (CVR) - Measuring how many website visitors actually gets
converted into leads or sale is a valuable and tangible metric that defines
digital marketing success
...

Knowing bounce rates can provide insights on how we could better improve
or optimize our content
 Average page views per visit - The more page views generated from each
visit the more chances for engagement with website visitors, eventually
influencing them to get converted into leads or paying customers
...
The cost per page view should be significantly lower than the
revenue we generate from the page in order to gain profit from your
campaigns
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This is important for gauging what content is relevant and would
drive results from site visitors, gaining their valuable trust, and eventually
increase these levels of trust into something that would finally entice them to
convert
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Knowing our Rate of Return Visitors can give us an insight on how
we can improve our content to entice site visitors who have not converted yet
as leads or paying customers – to finally do so
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This metric will also help us identify which area in our
digital marketing campaign is driving sales and revenue, and which areas
should be given more room for improvement
...
CAC can good insights on how
effective and successful our digital marketing campaigns can be

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