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.
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).
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
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
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
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
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
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
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
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:
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AUS 204/4 in 38.4
overs. Ponting 112* Lee
28
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with Pepsi. Get FREE
wallpapers m.pepsi.in
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
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.