Yatra’s yatra Nikhil Rungta General Manager & Head – Marketing, Yatra.com
Yatra Today <ul><li>Over 100,000 Page Views per day </li></ul><ul><li>Over 1 million registered users </li></ul><ul><li>Ov...
Flash Back
Market Scenario <ul><li>2006 </li></ul><ul><li>Makemytrip, Cleartrip, Travelguru had a headstart  </li></ul><ul><li>People...
Task at hand <ul><li>Last to enter the market – how to make a dent  </li></ul><ul><li>0 to 60 – in no time </li></ul><ul><...
Marketing Plan <ul><li>Category Strategy:  </li></ul><ul><ul><li>Do print. Print works.  </li></ul></ul><ul><li>Our Strate...
Online Marketing Plan <ul><li>Search Engine Marketing  – to generate transactions </li></ul><ul><ul><li>Google Adwords  </...
Benefits of Online Marketing Traditional  Online how many  (reach) one-way spray-n-pray high spillage who  (targeted) two-...
Learnings <ul><li>Set objectives </li></ul><ul><ul><li>Define target audience </li></ul></ul><ul><ul><ul><li>WHO  is more ...
Learnings <ul><li>Set Outcomes </li></ul><ul><ul><li>Short term </li></ul></ul><ul><ul><ul><li>Number of visits to the sit...
<ul><li>Plan online marketing keeping in mind that the new consumer has   </li></ul><ul><ul><li>Scarcity of time:  </li><...
Net Net <ul><li>What to expect from online: </li></ul><ul><li>High on ROI: Pay for Performance </li></ul><ul><li>Start-Sto...
What lies ahead…
Social Media Marketing <ul><li>Socialize on the web: Youtube, Flickr, Orkut, Facebook, Linkedin, twitter </li></ul><ul><li...
Marketing on Mobiles <ul><li>WAP sites </li></ul><ul><li>SMS 2.0 </li></ul><ul><li>Right message at Right place  (point of...
Video Ads <ul><li>The new TV  (specially on News and entertainment sites) </li></ul><ul><li>Advantages </li></ul><ul><li>C...
Happy Clicking.   [email_address]
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Nikhil Rungta on Best Practices of Yatra in Online Marketing

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Nikhil Rungta on Best Practices of Yatra in Online Marketing

  1. 1. Yatra’s yatra Nikhil Rungta General Manager & Head – Marketing, Yatra.com
  2. 2. Yatra Today <ul><li>Over 100,000 Page Views per day </li></ul><ul><li>Over 1 million registered users </li></ul><ul><li>Over Rs 1,100 crores Sales </li></ul><ul><li>Over 600 employees </li></ul><ul><li>Over 10 offices in 10 cities </li></ul><ul><li>Voted as the most used website for Travel – Juxt Consult </li></ul><ul><li>Top 100 Start up’s in Asia – Red Herring. </li></ul><ul><li>Best Online travel Agency 08 – Galileo Awards </li></ul>
  3. 3. Flash Back
  4. 4. Market Scenario <ul><li>2006 </li></ul><ul><li>Makemytrip, Cleartrip, Travelguru had a headstart </li></ul><ul><li>People used Travel sites to look up fares but booked on airlines sites </li></ul><ul><li>Low cost airlines had made people getting used to booking online </li></ul><ul><li>IRCTC was fueling the same too </li></ul><ul><li>Skepticism about booking online – security of the transaction, credit card limits, credibility of the company </li></ul>
  5. 5. Task at hand <ul><li>Last to enter the market – how to make a dent </li></ul><ul><li>0 to 60 – in no time </li></ul><ul><li>Land grab </li></ul>
  6. 6. Marketing Plan <ul><li>Category Strategy: </li></ul><ul><ul><li>Do print. Print works. </li></ul></ul><ul><li>Our Strategy: </li></ul><ul><ul><li>Do TV. TV works better. </li></ul></ul><ul><ul><li>Do Online. Online drives traffic. </li></ul></ul>
  7. 7. Online Marketing Plan <ul><li>Search Engine Marketing – to generate transactions </li></ul><ul><ul><li>Google Adwords </li></ul></ul><ul><li>Display Advertising – to add to the TV activity </li></ul><ul><ul><li>Yahoo </li></ul></ul><ul><ul><li>Rediff </li></ul></ul><ul><ul><li>Sify </li></ul></ul><ul><ul><li>MoneyControl </li></ul></ul><ul><ul><li>IBNLive </li></ul></ul><ul><li>Emailers </li></ul>
  8. 8. Benefits of Online Marketing Traditional Online how many (reach) one-way spray-n-pray high spillage who (targeted) two-way aim-n-shoot low spillage intuitive data driven Learnings
  9. 9. Learnings <ul><li>Set objectives </li></ul><ul><ul><li>Define target audience </li></ul></ul><ul><ul><ul><li>WHO is more important than HOW MANY </li></ul></ul></ul><ul><ul><li>Prioritize markets </li></ul></ul><ul><ul><ul><li>Metros vs Tier I, II, III </li></ul></ul></ul><ul><ul><ul><li>North India vs South India </li></ul></ul></ul><ul><ul><ul><li>South Delhi vs East Delhi </li></ul></ul></ul><ul><ul><li>Set Budgets </li></ul></ul><ul><ul><ul><li>%age of Gross Sales/Net Income (Rule of thumb: 3 rd of net income) </li></ul></ul></ul><ul><ul><li>Choose media basis </li></ul></ul><ul><ul><ul><li>Long Term - Brand building </li></ul></ul></ul><ul><ul><ul><li>Short Term - Lead generation/Transactions </li></ul></ul></ul>
  10. 10. Learnings <ul><li>Set Outcomes </li></ul><ul><ul><li>Short term </li></ul></ul><ul><ul><ul><li>Number of visits to the site </li></ul></ul></ul><ul><ul><ul><li>Number of calls to the call centre </li></ul></ul></ul><ul><ul><ul><li>Number of walk-ins to the retail outlet </li></ul></ul></ul><ul><ul><li>Long term </li></ul></ul><ul><ul><ul><li>Market share </li></ul></ul></ul><ul><ul><ul><li>Mind share </li></ul></ul></ul><ul><ul><ul><li>Vallet share </li></ul></ul></ul><ul><ul><ul><li>Word-of-mouth share </li></ul></ul></ul>
  11. 11. <ul><li>Plan online marketing keeping in mind that the new consumer has  </li></ul><ul><ul><li>Scarcity of time: </li></ul></ul><ul><ul><ul><li>Ease of navigation - less clicks/hyperlinks… </li></ul></ul></ul><ul><ul><ul><li>Connectivity/download problems - less graphics </li></ul></ul></ul><ul><ul><li>Scarcity of attention: </li></ul></ul><ul><ul><ul><li>Short, simple, easy to understand message… </li></ul></ul></ul><ul><ul><ul><li>Say more in less </li></ul></ul></ul><ul><ul><li>Scarcity of Trust: </li></ul></ul><ul><ul><ul><li>Do not mislead, over promise, hide costs </li></ul></ul></ul><ul><ul><ul><li>Give what you Show </li></ul></ul></ul>Understand Consumer Behavior
  12. 12. Net Net <ul><li>What to expect from online: </li></ul><ul><li>High on ROI: Pay for Performance </li></ul><ul><li>Start-Stop at will </li></ul><ul><li>Reach national as well as international markets </li></ul><ul><li>Dynamic customization – change creative real time </li></ul><ul><li>Quick results – need more traffic immediately, SEM is way to go </li></ul><ul><li>Behavioral/Contextual/Geographical targeting </li></ul><ul><li>Data base collection </li></ul><ul><li>Very very measurable </li></ul>
  13. 13. What lies ahead…
  14. 14. Social Media Marketing <ul><li>Socialize on the web: Youtube, Flickr, Orkut, Facebook, Linkedin, twitter </li></ul><ul><li>Word of mouth </li></ul><ul><li>Targeted </li></ul><ul><li>Indefinite shelf life </li></ul><ul><li>Time is the only cost </li></ul><ul><li>Direct and immediate feedback </li></ul>
  15. 15. Marketing on Mobiles <ul><li>WAP sites </li></ul><ul><li>SMS 2.0 </li></ul><ul><li>Right message at Right place (point of sale) </li></ul><ul><li>Location specific (GPS) – highly personalized advertising </li></ul><ul><li>Mobile coupons </li></ul><ul><li>Higher conversions </li></ul>
  16. 16. Video Ads <ul><li>The new TV (specially on News and entertainment sites) </li></ul><ul><li>Advantages </li></ul><ul><li>Click to Play </li></ul><ul><li>Captive viewing </li></ul><ul><li>High Click throughs </li></ul><ul><li>Customize - overlays </li></ul>
  17. 17. Happy Clicking. [email_address]

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