Xebec digital
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Xebec digital Xebec digital Presentation Transcript

  • •Xebec Digital has over 5 years of experience with a young team of 30 members specializing in various fields of DigitalWho is Xebec MarketingDigital? •Experience across verticals like Education, Travel, FMCG, Banking and Finance, Ecommerce etc. in Digital Advertising •Xebec Digital is the Digital wing of Xebec Communications Pvt. Ltd., a 20 year old full-service agency
  • • To be a world class company that develops and employs theVision best digital marketing strategies and creative solutions to build profitable brands. • To build cutting edge digital platforms– for clients to engageMission with their customers– and create a community of brand patrons– which results in the desired business impact.
  • Xebec Digital’s Value PropositionWe take on our partner’s goals, and works towards creating a brand image and perception in the Digital space We Engage. We Build. We ensure you are part of the buzz online
  • Key Benefit DescriptorsBusiness Side Brand Side
  • Suite ofServices
  • We offer 360° DigitalServices for your brand. Incase you choose to use onlysome of the services, we willalways work in the context ofyour brand identity as awhole
  • DIGITAL PENETRATION IN INDIA—SOME STATISTICS The number of internet users in India has grown by 25% in the last 12 months20 million Indians use the internet everyday. Of which, 2% are from the rural areas and 59% access through the mobile An average internet user spends 26 minutes online each day
  • The Digital Advertising is notjust about building a websiteand having a Facebook page.Google yourself and see whatcomes up
  • •10 million 3G connections within 6 months of launch (equal to the base of wireline broadband connection) India •2nd largest user base for Google+ and Online Orkut in the world •28% of travel gets booked online. 117 million transactions on IRCTC alone •47% of the classified business is online •7% of bank users access their accounts online •25% of IT returns were filed online in 2010-11 •Close to 50% of music revenues in India, come from mobile downloadsCurrently, digital advertising has a 7% market share with a spend of Rs. 1850 crores ($415 million)
  • •376 million internet users by 2015 •38 million users transacting onlineProjection by 2015 •Time spent online will grow by 27% per user •Digital Advertising expected to grow and gain 9% market share with a spend of Rs. 7000 crores ($1.6 billion) by 2015
  • Influence of the Internet in the Decision Making Process in India•More than 4 in 10 Indians are likely to share (post a review/ Tweet) a negativeexperience•66% of Internet users check online reviews before making a purchase decision•Almost 50% consumers’ use and trust social media sites while making online purchasedecisions•65% of car buyers in India use the Internet to research vehicles before buying Users are influenced by each other. They work together to amplify a message and create an impact.
  • SO, WHY ARE YOUNOT THERE?
  • Xebec Digital’sapproach
  • DigitalStrategy• Being a young , enthusiastic and passionate team with 95% of us being below age of 28 and spending 90% of our time online, we understand how the Digital World works and get the vertical expertise from our mainline division• We can ideate workable ideas that will enable real-time engagement between you and your audience
  • Big Idea from ourproprietarythinking tools Breaking down the Business Challenge to develop customized solutions
  • Arriving atthe BigIdea
  • With Xebec,achieving Goals isnot Random
  • •Digital can help you get immediate reactions •Experiment with communicationROI (Intangible) •Test new products and offers •Discover new and potential markets •Track consumer reaction •Track digital conversations about your products and services
  • •Track the number of users that click and interact with your brandROI (Tangible) •Track the number of users that show an interest in your product or service •Track the number of people talking about you
  • •Measurability: Track the number of people viewing your ad (Impressions), interacting with your brand (Clicks) and Enquiring about your brand (Leads)Measurement •Real-time Analysis and Reporting of the performance of each of the portals.and Analysis for Allowing, real time reallocation of budgetsQuantitative ROI to get highest ROI •Goal Flagging if portal targets are not achieved during the campaign •Attributed Channel for Conversion that will show us the consumers online pattern from the time he saw our ad to the time he converted •Path length i.e. how many times he interacted with the ad before converting •Time lag i.e. time between first interaction and last before conversion
  • •End to end digital services from online marketing consultancy to delivery andWhy Xebec for trackingyour Digital •One of the evangelists in the digital space having over 5 years of experienceNeeds? •Proprietary thinking tools to deliver digital solutions in alignment with the marketing goals •In depth industry understanding of the top 5 verticals - Travel, Automobile, Ecommerce/ Retail, BFSI and Education •Publish research papers on each of these industries •Continuous research on new tools and technology which will help our clients become top players and lead the industry
  • •First ones to develop a number enabled mobile website for easy navigationInnovative •Took clients like Bank of Maharashtra andInitiatives Symbiosis International University online for the first time •First ones to develop the Reach- Engagement-Conversion matrix that leads to media effectiveness •Developed a Directors Forum for SIU that allowed students to interact with Directors •First study planner application on Facebook •Brought 2 complimentary brands namely Credila and NextLeap, on the same platform to co-exist and benefit mutually
  • Some ofour clients
  • Some moreclients
  • PROJECTCase Study #1 • 360 degree digital visibility, that included a mobileSymbiosis compatible website, visibility across educational (niche portals), horizontal portals and social portals.National • Realizing the need in the student community for mentorship, developed the Directors Forum that allowedAptitude Test students to interact with Directors of various institutes.(SNAP) • Created social presence that helped address concerns on Symbiosis and encourage registrations • Developed progressive communication to ensure theBACKGROUND message was in sync with the student mindsetSymbiosis University is RESULTone of the leading • Created an impact in the Student community through theuniversities in India aggressive digital presenceoffering a range of UG • Played a vital role in increasing total registrations by 10%and PG courses. Over the from the prevailing yearlast 3 years they have • 50% of students engaging on the social platforms tobeen noticing a drop in register for Symbiosisregistrations for their PG • Covered by 3rd party websites like WatBlog for the Digitalentrance test (SNAP). presenceOur objective was to • 22% of enquiries generated register for SNAP, as againstturn it around the industry average of 5% conversion
  • InteractiveLandingPage
  • AdmissionsEmailers
  • AdmissionsEmailers
  • ApplicationPromotionalMailer
  • Mailer for thesecond round ofCommunication
  • HurryMailers!
  • Mailers toincreasefans on theFB page
  • PROJECT DETAILSCase Study #2 • From the range of products offered by BOM, we selected the products that were in demand atBank of the time and created a custom strategy for each one of them depending on the target customerMaharashtra online behavior. • The products advertised included Home loan, SME loan, Term Deposits, Education loan and Branding ActivityBACKGROUNDBank of Maharashtra is aPSU that undertakes CAMPAIGN RESULTtraditional advertising. • Built the Bank of Maharashtra brand in theAs their year ending was Digital Spaceapproaching, they • The traffic to the website increased by manyneeded to increase foldsvisibility and capitalize • Through the visibility, reached consumers withon customers investing 102 million impressions (duplicated) andat that time engaged with 2.65 lakh users • Helped generated offline product sales for BOM
  • PROJECT DETAILS • Jewelry is a luxury and high value category that consumers are not comfortable purchasingCase Study #3 online.Gitanjali Gifts • But, looking at the market scenario, we knew that was the next place Gitanjali needed to be, to drive sales – Ecommerce in India is estimated to be USD $10 billion i.e. $100 USD per internet user. 67% of ecommerce comes from Mobile usersBACKGROUND in IndiaGitanjali Gifts is a leading – There are currently 17 million ecommerceJewelry brand in India that usershas a large presence on • Took Gitanjali online for the first time on Googleground and in the print Searchmedia. The brands underGitanjali have high brandequity and high recall CAMPAIGN RESULTvalue in the minds of the • Created an interest in customers for Jewelleryconsumers. They had just Giftinglaunched their ecommerce • Encouraging users to purchase high valueportal and are looking to products onlinedrive traffic to it • Increased their sales many fold with a 400% return on their investment for digital sales and
  • PROJECT DETAILSCase Study #4 • Cox and Kings has a wide range of products suited for all types of travel across age groups.Cox and • To engage with each of these TG’s we ran themes and contests across all social platformsKings, India to enjoy higher brand recall and sale of packages • The promotion was tropical to ensure it appealed to the mindset of the consumerBACKGROUNDCox and Kings India had a CAMPAIGN RESULTminimalistic presence on • Created a meaningful social media presencesocial platforms. They did which inspired people to travelnot have any strategy in • Created User Generated Content (UGC) that istheir implementation and free of costrealized that their • Created conversation which adds to the equityconsumers are primarily of the brand.on this platform. • Increased Likes by 60% in 7 months withoutConsidering their product, media spendthey needed to engage • Ensured almost 30 likes on average across alltheir customer and posts, 5 comments and 6 sharesinspire them to travel • Ensured the highest Fans to Engagement ratio in the Travel sector in India
  • Credentials• Members of IAMAI
  • Thank You!