Online Marketing
The InfoEdge Experience

Quick Facts – India Internet
 Between 40-70 million people on
the Internet today
 Internet Users growing at 15pc a
year but Internet Usage is growing
much faster because of broadband
 17 million resumes on Naukri alone
 Over 300,000 people log into
Jeevansathi every month

Quick Facts – 2
 Total Readership of all English
Dailies in India less than 20 million
 An average IPL game gets 5-7
million viewers
 In the US people routinely spend
twice as much time on the internet
compared to print

The Online Marketing Media Mix

Regular SEM Campaigns on Google

Regular Banner Advertising

Innovations

Online vs Offline – Spend Ratio
Spends
Financial Year
Online : Offline
2003-2004 7:93
2004-2005 16:84
2005-2006 53:47
2006-2007 46:54
2007-2008 56:44
2008-2009 71:29

Effective Advertising depends on
 Clarity on End Goals – Action vs Brand
Building (TOM, Awareness), Both
 Quality of Creative
 Media Mix – Proper Targeting
 Share of Voice
 Visibility
 Right Deals at the Right Prices
 Ability to measure the results from your
advertising and take corrective actions

What is Performance ?
 Views
 Clicks
 Unique visitors
 Searches
 Leads / Registrations
 Sales
 Time Spent / Bounce Rates (Relevance)
 Some other Quality Metric
At InfoEdge we have a clear definition of
performance metrics for all our brands

Traditional Media (TV / Print) vs Pay for
Performance(Internet)
 Stopped Advertising in Print Display
many years ago
 Radio also never worked for us
 Expensive with no great branding
benefits compared to Online
 Continue to do a fair bit of television
advertising though

Big Risk/Big Impact vs Low Risk/Low
Impact
 Big Spends vs Small Spends
 Creative Risk vs Creative Flexibility
 Media Mix Risk vs Media Mix Flexibility
 Poor Reliability of Measurement Data vs
Reliable Realtime metrics
 No Finetuning vs Constant Finetuning
of the campaign
 Turn off the tap anytime

General Brand Building vs Lead
Generation / Online Selling
 TV clearly scores over online on brand
building
 Has more credibility as a medium
(perception of a big company)
 TV ads reach out to all stakeholders –
consumers, customers, vendors,
employees, investors etc – general feel
good..
 Online great for lead generation,
inquiries, online transactions, selling
 Effect of TV longer lasting than online

Local/Limited geography vs National
Advertising
 In many cases offline channels still offer
better targeting than Online
 Especially true if you want to target
geographically
 Traditional Media is a lot more local than
Internet at the moment – Hoardings,
Radio, Instore advertising, Vernacular
Dailies, Channels etc
Still Difficult to target only tamil nadu or
chennai consumers for example on the
internet

PPP vs Traditional Media in a
Recession
 Risk Averseness High
 Less Clarity on Sales Numbers
 Flexibility on spend levels important
 Lower Spends
 You may want to push sales rather than
build brand
Therefore in periods of uncertainity Pay for
Performance may tend to gain share over
traditional media

Thank You