Framing an Effective Online Marketing Strategy - Kapil Gupta

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There’s a $20 billion opportunity available for online marketing waiting to be tapped (considering the time spent online) and that isn’t going to come from ads but social media, because frankly, online ads suck. Kapil Gupta’s presentation from Engage Digital Summit 2012 at Kolkata talks about framing an effective online marketing strategy and how it is much more than online “advertising” strategy. The focus, therefore, should be on content then social and then finally ads rather than vice versa.

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Framing an Effective Online Marketing Strategy - Kapil Gupta

  1. 1. Framing An Effective Online Advertising Strategy Engage Digital Summit, PRSI, Kolkata 5th June 2012 Kapil Gupta (kapil.gupta@omlogic.com)
  2. 2. $20 Billion.
  3. 3. Here exists the $20 Billion OpportunityIf this opportunity is not grabbed, marketers will simply go back to the tried and tested 30-sec TV commercials. *Source: eMarketer 3/11, Mary Meeker, KPCB
  4. 4. Social Networking: #1 time-consumer online in June 2011 in USA *Source: comScore Media Metrix USA panel-only data; Mary Meeker, KPCB
  5. 5. *Source: Norton, The Economic Times, March 28, 2012
  6. 6. Moreover…*Source: Nielsen and NM Incite, "The Social Media Report, Q3, 2011"
  7. 7. Online is not “advertising” stupid!
  8. 8. MarketingEngage Digital Summit, PRSI, Kolkata5th June 2012Kapil Gupta (kapil.gupta@omlogic.com)
  9. 9. Dear Online Ads, Sincerely, Social Media
  10. 10. Let me tell you why:
  11. 11. You are intrusive:
  12. 12. You ask/demand too much:
  13. 13. You don’t tell a story well:
  14. 14. You provide very weak branding: What are you talking about? What do you want?
  15. 15. It’s the age of content, not copy:
  16. 16. Social Drives Real Results
  17. 17. GreenLeap Delhi – Plant A Million Trees in Monsoon Outdoor Ads – Govt. owned bus stops. Where do we go from here?
  18. 18. Here:
  19. 19. Here:
  20. 20. How to:
  21. 21. 1. What’s your product about?
  22. 22. 2. What do you want to promote?
  23. 23. 3. Who do you want to promote to?
  24. 24. 4. What value can you add (communication)?
  25. 25. 5. Why will they engage with you?
  26. 26. 6. How do you make them notice? - ADVERTISEMENTS
  27. 27. 2011 – The Year That Was
  28. 28. A seemingly innocuous friendship campaign recovered the 31% drop Airtel had experienced in Q4 of 2010
  29. 29. And went on to even run businesses selling HFZ merchandise!
  30. 30. Airtel spent 300 Crores in its re-branding campaign in November 2010
  31. 31. AND GOT NOTHING!!
  32. 32. WE LIVE IN A FICKLE SOCIETY !!!
  33. 33. BRANDS WANT THIS FROM EVERY CAMPAIGN
  34. 34. AND THE RESULT IS “SOCIAL DESPERATION”?
  35. 35. ENGAGEMENT KE LIYE KUCH BHI KAREGA!!
  36. 36. PLEASE JOIN MY COMMUNITY. I AM FUN !!!
  37. 37. TALK TO ME PLEASE !!!
  38. 38. PLEASE TALK…. PLEASE PLEASE PLEASE !!!
  39. 39. I WILL PAY YOU IF YOU DO… GoodiesContest Awards
  40. 40. SO WHAT DO I DO IN SOCIAL?
  41. 41. Yatra Cricket Manager Brief: Associate Yatra.com with cricket Insight: What do cricketers do most other than play? THEY TRAVEL Solution: An online strategy game to manage the travel of Team India XI during the world cup. Interesting hurdles every day to optimize morale & fitness of the team. Simulated Yatra.com booking engine interface for the campaign. Result: Excellent association of cricket with brand Yatra.ENGAGEMENT THAT RELATES TO THE BRAND
  42. 42. TRUE ENGAGEMENT – ABOVE ALL CONTESTS
  43. 43. BE CLEAR – AUTHENTICITY & TRANSPARENCY OR
  44. 44. KNOW BEFORE YOU RESPOND – QUICK TURN-AROUND IS NO JUSTIFICATION FOR MISINFORMATION HR Legal SaleFinance Tech Support Customer Support
  45. 45. FRIENDS REFERRAL IS MOST IMPORTANT
  46. 46. AND DO KEEP YOUR FINGERS CROSSED..REMEMBER, YOU CAN ONLY WIN SOME, LOSE SOME!!
  47. 47. Thank you. Questions?Get in touch:kapil.gupta@omlogic.comwww.facebook.com/OMLogicwww.twitter.com/OMLogic@kapgup

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