∫
INTEGRATING
DIGITAL
M ARKETING:
THE 20 RULES
m ahesh@
pinstorm.com
It’ alw
s ays m ore
beautiful
w hen integrated.

∫
INTEGRATING
DIGITAL
M ARKETING:
THE 20 RULES
m ahesh@
pinstorm.com
25 years. Alm as m
ost any
media. Grey, Ogilvy, Channel V, Pinstorm.
FCB,
Print, TV, Radio, Outdoor, Display, Search, Social and
m ore.

∫
1 m
New
Like the seasons,
edia com and goes.
es
spapers, Radio, TV and Digital.
Digital: Orkut, Facebook and Twitter.

∫
The pace of change is
increasing. As are your
2
challenges.
Insist your partner keeps up –for your ow sanity.
n

∫
The larger you are, the less you can
3
afford to m focus.
Or m
iss
anage m any vendors.
Let your partner manage focus.

∫
Every specialist becom obsolete.
4
es
W do you do w
hat hen yours does?

∫
5
Digital’ bigger than you think.
s
65m on net, 375m on mobile. 16m on Orkut, 7m on Facebook,
0.5m on Tw itter. 10 hours a day. SEC A, B+.
Bigger than English TV on key dem os.

∫ It all starts w your consum
ith
6 here are they? On digital? Howm
W
er.
any and howmuch?

∫
7
Find their path online –and followit.
Awareness? Interest? Desire? Action?

∫
8
No one medium outperform others.
s
No arm uses just 1 w
y eapon. Use the right m of all.
ix

∫
On building aw
9
areness and branding.
Display (CPI not CPM),Contextual, Social, SEO, SM , ORM
M

∫
10
On generating interest.
Search (CPUV not CPC), Contextual, CPUV display, Mobile, ORM.

∫
11 Landing pages, m
On increasing desire.
icrosites, CPQL, social, reviewsites, mobile
web

∫
12
On catalysing action.
PerfectLandings, CPLV/CPA, SM Call, Chat, Call Center,
S,

∫
13
Be a m
Be m
aster of all trades. Or a jack.
edia-agnostic. Focus on audience, message. Not on

∫
Compensation determines incentive.
Com issions→paid m
m edia. Retainers→social. Pe rfo rmanc e
14 pay.

∫
15
Structure for integration, not division.
SEO, SEM Display, Virals, M
, obile, Social etc are not

∫
16
Visibility: on doing better SEO.
On-site: Flash, Tags, Maps, Copy, Age, Freshness.
Off-site: In-bound links, PR plan, directories, High PR pages

∫
Reach: on doing better SEM.
W ords: Long-tail, Fresh
17 Bids: Low now CA / SCA
er , T T
Ads: 1 per w / page, languages
ord
Landing pages: Relevance, SEO, site not page
Tracking: don’use GA, try newstuff
t

∫
18
Impact: on doing better display.
Construct: M
Size: Ow the page
n
ovem better than still
ent
Message: Intrigue, don’just inform
t

∫
Buzz: on doing better social media
Identity: Your ow don’fib.
n, t
19 Character: Fit in before you try stand out.
M essage: on netw ork.
Blogs: ow and others.
n
Facebook, Orkut: Apps and fans
Tw itter: Deserve to be follow ed.

∫
20
Integrate: make sm look big.
all
Sm can be nim –m
all ble ove faster than others.
Look bigger to custom and prospects.
For far less m
ers
oney than the big guys have.

∫
0
Integrate w peace.
ith
Nothing to lose but your inhibitions.

∫
One quick case.

∫ 15 responses
1

∫ 15 responses
1

∫ An astounding 46% would change!

∫ M didn’seem to need/use VAS
ost t

∫ Perception of strengths

∫ Perception of weaknesses

∫
W is of value to them
hat ?

∫

∫ Abhishek and the minister.

Social Media Optim ization is a set of
m
∫
ethods for generating publicity through
Social Media, Online Com unities and
Com unity W
m ebsites.
m
Blogs
Forums
Communities
Social Networking Sites
Video/Photo Sharing websites
Virtual Reality – Second Life
Thus, focus is on driving traffic from sources other than Search
Engines

∫ Howdid w prom this?
e ote

∫ SEM:

∫ SEO

∫ Contextual Advertising

∫ On Yahoo! Answers

∫ On Digg.com

∫ Blog marketing
We created a blog at
myidea4india.wordpress.com
to showcase the top ideas
that were voted for on the
myIdea website.
We use the blog to bring to
the fore what we thought
were some of the best ideas.
We elaborate on the issues
the myIdea represented and
asked users to vote
accordingly.
This is another way for our
TG to find us.

∫ On Twitter

∫ Viral:

∫ Contextual Display

∫ Contextual Display

∫ Apps: Google, Facebook,
Orkut

∫ Pay-for-performance

∫ Integration results:
• Catching up w Jaagore as the m
ith ost
consum er-involving campaign in India.
– 3w eeks vs 12 m onths
– Only online vs crores on TV
• Queries from advertisers to use it as a
platform for ads

∫
INTEGRATING
DIGITAL
M ARKETING:
THE 20 RULES
Integrate and rule the world.
m ahesh@
pinstorm.com
There’ no lim to howbig you can get.
s it

∫
INTEGRATING
DIGITAL
M ARKETING:
THE 20 RULES
Questions? Answers? SMSes?
m ahesh@
pinstorm.com