Online Marketing, Internet and the InfoEdge story presented by Hitesh Oberoi (Director & Chief Operating Officer Info Edge (India) Ltd)

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

Online Marketing, Internet and the InfoEdge story presented by Hitesh Oberoi (Director & Chief Operating Officer Info Edge (India) Ltd)

by OMcareers Community on May 24, 2009

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Online Marketing, Internet and the InfoEdge story presented by Hitesh Oberoi (Director & Chief Operating Officer Info Edge (India) Ltd) — Presentation Transcript

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