Introduction Digital Marketing - IIT Bombay's Executive Program in Management
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Introduction to Digital Marketing - Get Found, Convert & Analyze functions. Presented at the Executive Program in Management at IIT Bombay's SJMSOM
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Introduction Digital Marketing - IIT Bombay's Executive Program in Management
- 1. Digital Marketing Executive Program in Management IIT Bombay
- 3. Professional Experience Software Engineer(Pune, India) June 2004 – June 2006 Technology Manager (Boston, USA) January 2008 – April 2010 Sr. Director, Client Servicing & Office Head (Mumbai, India) October 2010 – November 2013 Co-founder December 2013 – Till date
- 4. Academic Background Master of Business Administration, December 2007. Bachelor of Engineering in Computer Science, June 2004.
- 5. IT’S TIME TO OUR MARKETING! CHANGE
- 7. After ~245 years, encyclopedia Britannica went out of print Note: *as of 4/12, per comScore global data. Source: Kellog School of Management, Shane Greenstein and Michelle Devereux, “The Crisis at Encyclopedia Britannica.”
- 8. In 2010, Newspaper Ad Revenue was surpassed by Internet. Note: *America’s first newspaper ad appeared in 1704 in a Boston local newspaper, per AdAge. Internet advertising includes online newspaper advertising. Source: Print newspaper ad spending per Newspaper Association of America (NAA); Internet ad spending per Interactive Advertising Bureau (IAB).
- 12. 1990’s
- 14. 2.3 Bn Global Internet Users
- 15. After 125 years, landlines were surpassed by mobile phones in 2002
- 16. an era of interconnectivity ~ 250mn+ Internet Users by 2015 More than 70% under 35 years; coming from even small towns
- 17. A booming mobile nation • Second largest telecom market after China with 850M+ subscribers! • More mobile screens than color TVs! • Launch of 4G (Reliance Jio)
- 18. To consumer ‘pull’From traditional ‘push’ Reach & frequency (Persuasion) Motivations, context, experience, emotions, moods, need states ... (Participation) Our information needs have grown
- 19. co NETWORK TV WEBSITE RADIOMAGAZINES MASS TRANSIT GAMING MOBILE BRANDED ENTERTAINMENT VOD WEB PORTALS WIDGETS SOCIAL NETWORKING SMS VIRTUAL WORLDS OPINION SITES SEARCH BLOGS ONLINE SEEDING PODCASTS Purchase CABLE TV NEWSPAPERS BILLBOARDS WEB VIDEORETAIL IN-THEATER WORD OF MOUTH DVR Influence – consumer operated Persuasion – marketer generated Consideration to purchase is not linear
- 20. 20 …the Internet has turned what used to be a controlled, one-way message into a real-time dialogue with millions. DANIELLE SACKS THE FUTURE OF ADVERTISING FAST COMPANY, NOVEMBER 17, 2010
- 21. 21 Digital is our new business card.
- 22. Online provide higher reach than Print across Genres 22 8Mn TOI readers 50Mn Yahoo users
- 23. 23 800 k ET readers 7.2 Mn Moneycontrol users
- 24. 24 155k Femina readers 725k Glamsham reach
- 25. 25 All Auto Magazine readers < 100K 1.2MnTeam BHP users
- 26. YouTube has 90% of Star TV’s reach
- 27. 3 Mantras of Digital
- 28. Get Found: Create, Optimize & Promote Remarkable Content.
- 29. Convert: Capture, Manage & Nurture leads to win customers.
- 30. Analyze: Learn to make smart marketing investments that get results
- 32. Research Is At The Core Of The Internet
- 33. Keywords: The digital currency
- 34. Jupiter Research/Ipsos Consumer Survey 6/07 n=2123 (online users who have performed a search with a search engine in the last 6 months, Question: Within the last 6 months, which of the following prompted you to go to a search engine to look for particular info on a product/slogan/company? Real World exposure leads to Search
- 35. Free Traffic Paid Traffic Search Query Organic v/s Paid Traffic
- 36. What is SEO? SEO (Search Engine Optimization) is the process of improving the volume or quality of traffic to a web site from search engines via search results = More reach / eyeballs = More relevant audience = More business
- 37. What is SEM? Search Engine Marketing (SEM) is a set of marketing methods used to increase the visibility of a Web site in search engine results pages
- 38. PROMISE PROMISE OFFER Lead capturing & nurturing
- 39. Web Analytics
- 41. Close the marketing loop! ANALYZECONVERT GET FOUND
- 42. Paid, Owned, & Earned Media
- 43. Should my company invest in Social Media?
- 45. Growth of Social Media in India • Social media has grown by 36% • Facebook has grown by 51% and has 82% reach
- 46. The gravitational pull of social networks
- 47. A connected generation: Social goes Mobile
- 48. Old Spice, P&G
- 49. Men’s body wash: A low involvement category • Old Spice introduced body wash for men in 2003. • By 2009, Old Spice’s share in the male body wash segment was starting to slip (Competitors: Dove, Irish Spring, Nivea) • The category was growing at 7-9% How does Old Spice generate excitement with guys who are not currently Old Spice customers and regain market share?
- 50. Consumer Insight • P&G’s own research: 60% of men’s body washes were purchased by women. • Sparking a conversation between men and women on body washes was essential. • Other entrants lacked masculine credibility – Dove, Nivea were perceived as ‘women’ brands.
- 52. The Man your Man could smell Like A crusader against “lady-scented” body wash, his suave, charismatic ways appealed to both sexes…and his “look at your man, now back to me” dialogue practically forced a conversation between ladies and their guys.
- 53. “Response” campaign in July of 2010 A two-and-a-half-day event in which “The Man Your Man Could Smell Like” recorded 186 personalized messages to Old Spice fans who commented on YouTube, Twitter, Facebook and more. • On Day 1, the campaign received 5.9 million YouTube views, more than Obama’s victory speech after 24 hours • On Day 2, Old Spice had 8 out of the top 11 most popular videos on the web. • By Day 3, the campaign eclipsed 20 million YouTube views • And one week post-launch, the work had been seen more than 40 million times.
- 54. Results • Twitter followers increased 2700% • Facebook fan interactions went up 800% • Facebook fans increased 60% (from 500,000 to 800,000) • Oldspice.com traffic increased 300% • YouTube subscribers for the brand more than doubled, increasing from 65,000 to 150,000 • Old Spice also became the #1 All-Time Most Viewed and #2 Most Subscribed Branded
- 55. Facebook
- 58. Twitter
- 59. Engage: Reaching out proactively
- 61. ICICI Bank uses Twitter to resolve customer complaints and answer customer queries. It is an extension to their customer service call center.
- 63. LinkedIn
- 64. 64
- 66. 66
- 69. Why go Social? • Low cost consumer feedback alternative – Product / Service testing – Time to market – Pulse of the junta • Alternate channel to customer service – Easy routing of complaints / issues – Follow up • Connect with the youth – Next in line with purchasing power – One step ahead 69
- 70. Should my company invest in Mobile ?
- 72. 1.1 Billion mobile 3G subscribers – 37% growth
- 73. Although we can see that smartphone penetration is growing rapidly % own a smartphone >60% 50-60% 40-50% 30-40% <30% 38% 37% 43% 59% 28% 8% 62% 40% 2 0 % 37% 2 9 % 23% 28% 45% 35% 27% 37% 44% 53% 42% 39% 22% 27% 9% 33%47% 40% 25% 18% 43% 44% 67% 43% 43% 34% 38% 37% 59% 61% 22% 44% 38% 41% 42% 24% 34% 11%28% 45% 45% 26% 37% 36% 20% 25% 29% 36% 16% 24% 34%45% 31% 11% QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)
- 74. With tablet penetration slowly catching up 18% 19% 14% 33% 10% 5% 11% 11% 2 0 % 15% 2 9 % 5% 34% 16% 12% 12% 12% 14% 12% 11% 13% 11% 4% 21% 17% 12% 10% 8% 20% 20% 28% 19% 12% 22% 19% 17% 32% 16% 8% 14% 11% 14% 11% 6% 8% 2% 6% 10% 18% 12% 37% 9% 6% 5% 5% 5% 6% 6% 6%11% 12% 14% 11% % own a tablet device >20% 15-20% 10-15% 5-10% <5% QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)
- 75. Mobile internet traffic surpasses Desktop internet traffic in May 2012 Source: Stats counter, GlobalStats
- 76. 4th screen or 1st screen? 884Mn mobile phones 1.5bn TVs 1.1bn PCs By 2015 5bn internet devices Majority mobile
- 77. An extremely personal device...
- 78. …that offers Interactivity Unmatched interactivity options Click to Call, Click to SMS, Click to WAP, Click to Add to Contact/ Calendar/Bookmark Reach Unparalleled reach to over 200Mn mobile users Targeting Reach your relevant audience. Choose based on Age, Gender, Interest Area, Handset, Location & Bill/Charge value Environment Communicate in a non- spam, value environment
- 79. With limitations Range of forms, screens & resolutions Limited real estate
- 80. M A R K E T E R C O N S U M E R MARKETER SERVICES • Agencies • Analytics/Data • Trading Desks, DSP’s, Ad Exchanges, Ad Networks CONSUMER SERVICES • Device manufacturers • Carriers • VOIP • Wi Fi WAP Apps VAS OS, Stores
- 81. QR Codes SCAN SEE 1. View Commercial 2. Change colors 3. Download specs 4. Interior and Exterior views (360 rotation) SHARE
- 82. WAP Banner Ads • Content providers(publishers) make money on WAP sites. • Most of the ads are served via Mobile Ad Networks. • CPC, CPM, CPD Ad Agency Mobile Ad Exchange Mobile Ad Network Mobile Ad Network Mobile Ad Network
- 83. In-App ads • This is how App developers make money. • This is how Google, Apple, Nokia’s app platforms make money. Ad Agency Mobile Network
- 84. Mobile Search Ads • Operates on bid model. • Targeting – Smartphones, carriers, GPS Ad Agency Google AdWords
- 85. SMS Ads From: Cricket Alert World Cup Group A: IND v AUS. IND 347/9. AUS 204/4 in 38.4 overs. Ponting 112* Lee 28 [AD] Enjoy World Cup with Pepsi. Get FREE wallpapers m.pepsi.in
- 86. Ads on Operator portals
- 87. Ads in Instant Messengers
- 88. Ford Fiesta’s – Case Study Ad placement •Ovi Maps: Weather ,Events, Burrp, Expedia, Maps and Lonely Planet The Offer •“All New Ford Fiesta”. Bookings Open. Find your nearest dealer !! Targeting and localization •89 outlets targeted all over India. •Ads displayed when user is within 25 miles radius of a Ford showroom. Response mechanism •Click to Call, Click to Map and Click to Web
- 89. Maximum response for ‘Click to Map’ CTR Click to call 6.9% Click to Web 11.1% Click to Map 16.0%
- 90. Coke Shadow : Mobile first • The video link was sent as SMS to over 8.7 mn users and 12 mn WAP impressions on Mobile youth platforms. • In 7 days over 4.75 lakh interactions at Rs. 9 per action
- 91. Why go Mobile? • 56% of smart phone users in India use mobile devices to compare prices and be informed about products. • 49% of smart phone users have changed their mind about purchasing a product/service in-store as a result of information they have gathered using a smart phone • 76% urban Indian smart phone users are heavy social network users on phones as compared to 67% who use social networks on desktops. • 50% of smart phone users have done at least one ecommerce transaction. • Of the users who have searched for a business locally, 50% users visited the website of the business, 31% made online purchases, 40% users visited the business (physical store) and 28% of the users looked up the business on map. Source: ourmobileplanet.com
- 93. Thank You!
Hinweis der Redaktion
- Current marketing is broken. Not just the traditional way of marketing via TV, Radio and Print but also Digital. My focus is going to be on Digital Marketing and doing it the right way. This is not a crash course on Digital and in no way an introduction to different components of Digital. We will focus on some hardcore principles of Digital Marketing that will drive the way forward.
- The Bengal Gazette—was started in 1780 under the British Raj by James Augustus Hickey. 1838 Times of India – between British & Mughal Raj
- 1998 Chip – Jasubhai Digital Media under license of Vogel-Veriag 2013 October, CHIP goes out of circulation
- Websites allowed users to comment, reviews, articles Self publishing platforms RSS, Syndicated content, mash up content
- Check Internet numbers!
- Lets try to digest this quote. Internet has moved away from websites and portals to social networking sites. Businesses are now pushed to be present on Social platforms, write blogs, provide customer service online, Even service
- Remarkable content ATTRACTS visitors to your website Remarkable content Keeps visitors ENGAGED. Remarkable content BRINGS BACK visitors.
- It is, perhaps then, unsurprising that social networking is causing the most fundamental shift in social behaviour seen since the invention of email. They have moved from being places to meet friends and stay in contact to multi-faceted platforms capable of delivering a wide variety of social needs.
- One of the most interesting things about the mobile social media user is not just the range and frequency of their activity but who they are. You might be forgiven for thinking that the people at the forefront are just the youngest adopters but, in fact, our research shows the higher cost of smart phone ownership and usage means that this audience is certainly at the higher end of the socio-economic scale. They have a broader age range, more like to be aged 25-34. They are more likely to be male (63%), married (53%), have a medium to high income (62%), have a high level of education (65% have a degree or post graduate qualification). Not only are they a wealthy consumer they are also highly influential. They are more likely work in senior decision making positions within companies(25%) and are more likely to try products first (index 172) and influence others in regard to their purchases (index 157) It is clearly a significant audience and one which not only represents the future face of social media usage but a very interesting and influential audience today.
- http://s3.amazonaws.com/effie_assets/2011/4882/2011_4882_pdf_1.pdf http://www.youtube.com/watch?v=owGykVbfgUE