+

Amjad Pendhari
Integrated Media Expert

Integrated Media Approach
(Traditional + Digital)
http://www.pendhari.com
http:...
+

How you define digital?
+

Digital Space
Portals

Twitter

Utility Bills
Websites
Facebook
Emails
E-Commerce

WhatsApp

Mobile Apps
Ad Banners
Blo...
+

How digital touches your life everyday….
+

Digital activities in a daily routine
Gets up at
8:00 AM

Reads the
newspaper

Checks his
personal emails
on mobile

Br...
+

Traditional Vs Digital Media
Traditional Media

Digital Media

Viewership

775 million

243 million

Avg. time spend

9...
+

How these media can help each other?
+

Integrated Media Approach
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D
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Print

Newspapers

Magazines

TV and Radio

TVC

In Pro...
+

Integrated Media Approach
T
R
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D
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D
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Print

Newspapers

Magazines

TV and Radio

TVC

In Pro...
+ Media Mix (Digital and Traditional)
Use traditional media as a social driver
Use print, outdoor, radio, and other tradit...
+ Media Mix (Digital and Traditional)
Continue the story on social media
Traditional media may reach the masses, but you'r...
+ Media Mix (Digital and Traditional)
Organize offline events with online media
Traditional media can also include confere...
+

Why Digital
+

Why Digital
Online
Consumption

G3
Online
Spend

Online
presence of
companies
+

Growth of online consumption


The Internet in India took more than a decade to move from 10 million
to 100 million an...
+

Online demographics – India 2013
Male

40%

36%

39%

Female

39%

35%
30%

61%

25%

16%

20%
15%

6%

10%
5%

3%

0%
...
+

Online demographics – India 2013
14
12

12.8
10.7

13.7

13.1

12

11.6
10.4

35-44
12
13.7

45-54
11.6
10.4

9.7

11.6...
+

YOY Spend on Digital Media
850
Growth: Search ads: 18%
Display ads: 11%
Mobile ads: 88%
Social Media ads: 71%
Email ads...
+

Companies stake on Digital

22%

Companies having Digital
Marketing on top priority and
know how to do it
Companies hav...
+ Industry wise spend

(FY2011-12 a& FY 2012-13)
FY2012-2013 INR 2260 Crores

FY2011-2012 INR 1750 Crores

12%

12%

Trave...
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Industry sector to look for in 2013-14


BSFI (12%)



Travel (12%)



Automobile (13%)



Telecom (including hands...
+

Digital Terminologies
+

Digital Terminologies


Domain and Hosting - Website



SEO (Search Engine Optimization)



SEM (Search Engine Marke...
+

SEO (Search Engine Optimization)


Content Quality



Search Engine Submission



Meta Tagging



Keyword Selection...
+

SEM (Search Engine Marketing)


Google Ads – Free/Paid



CPC (Cost per click)



PPC (Pay per click)



Goals



...
+

SMO (Social Media Optimization)


Social Networking



RSS Feeds



Blogs



Micro Blogging



Video Sharing
+
+

2013 Best Digital Campaign Globally
+

1

Volvo Epic Split



Country: UK



Brand: Volvo



Target Audience: B2B



Objective: To demonstrate the brand’s...
+
+

1

Volvo Epic Split

CONCEPT:
The video play on pop culture icon Jean Claude Van Damme, great
music and astonishing sun...
+

1


Key Takeaway

POP CULTURE


Don’t underestimate pop culture.



Its very important to understand all these littl...
+

2

Stop the boring pre-roll ad



Country: New Zealand



Brand: Burger King



Target Audience: Young adults



Ob...
+
+

2

Stop the boring pre-roll ad

CONCEPT:
Pre-roll ads are an easy way to get view, but people absolutely hate
them. Thi...
+

2


Key Takeaway

Doing counterintuitive ad, by acknowledging that an ad is
boring will gain attention. Then the perso...
+

3

Small world machines



Country: India and Pakistan



Brand: Coca Cola



Target Audience: Indian & Pakistan Cit...
+
+

3

Small world machines

CONCEPT:
The relationship between India & Pakistan is complicated one. There is
Hardly any com...
+

3

Key Takeaway



Interaction has always been key in virtualization. However
thanks to technology, now we can push th...
+

4

The daily twist



Country: U.S.A.



Brand: Oreo



Target Audience: Worldwide Audience



Objective: To celebr...
+
+

4

The daily twist

CONCEPT:
In order to not look like a very old brand, Oreo decided to release one ad per
day over a ...
+

4


Key Takeaway

Oreo understood very early on the part that it’s all about being
part of social conversation in real...
+

Questions?
+

Thank you !
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Integrated Media Approach Version 1.0 for dummies (Traditional + Online)

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How great marketing results can be achieved by making the right mix of traditional and digital media together. This is version 1.0 designed for dummies.

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Integrated Media Approach Version 1.0 for dummies (Traditional + Online)

  1. 1. + Amjad Pendhari Integrated Media Expert Integrated Media Approach (Traditional + Digital) http://www.pendhari.com http://www.linkedin.com/amjadpendhari
  2. 2. + How you define digital?
  3. 3. + Digital Space Portals Twitter Utility Bills Websites Facebook Emails E-Commerce WhatsApp Mobile Apps Ad Banners Blogs SMS
  4. 4. + How digital touches your life everyday….
  5. 5. + Digital activities in a daily routine Gets up at 8:00 AM Reads the newspaper Checks his personal emails on mobile Browses through promotional SMSes Updates his market portfolio Surfs through a news portal Checks office emails Reaches office by 10:00 AM Logs on to a Social Network Chats with clients and colleagues Performs searches using Google Views videos on YouTube Indian who are online spends avg. 4+ hours daily online – The Times of India
  6. 6. + Traditional Vs Digital Media Traditional Media Digital Media Viewership 775 million 243 million Avg. time spend 91 mins (1.5 hours) 264 mins (4+ hours) Market Share 70% 20% Spend in crores (INR) 32,000 for FY 2013-14 3,000 for FY 2013-14 Growth in % 9 (print on stagnation) 29 (growth) Cost per reach index 42 (expensive) 12 Advantages Monologue and Mass reach Interactive and Engaging Speed of deployment Slow Quick Success Measure ? Analytics (CPC/PPC) Digital media is interactive, engaging and cost effective.
  7. 7. + How these media can help each other?
  8. 8. + Integrated Media Approach T R A D I T I O N A L D I G I T A L Print Newspapers Magazines TV and Radio TVC In Program Contextual Banner Billboards Digital Banners Sponsorships Events Sports Advertising Celebrity Endorsement Web Portals/Blogs Campaign Sites Online Ads Social Media Content Base Videos Social Ads Mobile Media SMS Mobile Apps Mobile Ads Mailers
  9. 9. + Integrated Media Approach T R A D I T I O N A L D I G I T A L Print Newspapers Magazines TV and Radio TVC In Program Contextual Banner Billboards Digital Banners Sponsorships Events Sports Advertising Celebrity Endorsement Web Portals/Blogs Campaign Sites Online Ads Social Media Content Base Videos Social Ads Mobile Media SMS Mobile Apps Mobile Ads Mailers How consumer sees it…… experience it…… is IMPORTANT
  10. 10. + Media Mix (Digital and Traditional) Use traditional media as a social driver Use print, outdoor, radio, and other traditional media to promote your social channels. Take it beyond including the Twitter and Facebook icons and add some information as to why consumers should join the social conversation. Do you have special offers? Contests? Helpful tips? Facebook , Twitter or SMS Reality Shows Converse in the traditional space UGC for Product Packaging Maggi Digital Campaign - Real Stories Print on Product Packaging Could a customer's pleasant comment on Facebook be your next headline? Use these positive mentions and comments as testimonials on your website, headlines, body copy, etc. It will excite the customers that wrote the message (ensure you get their permission) and demonstrate your great brand in a peer-to-peer format. Use traditional media as the prize TV spot, Print ad and website Develop a contest on your social media channels. It could be photos, videos, telling a joke on the Facebook wall, etc. Showcase the winner in a TV spot, print ad, or on your website. It will generate buzz in both the online and offline space.
  11. 11. + Media Mix (Digital and Traditional) Continue the story on social media Traditional media may reach the masses, but you're often limited in your print and billboard space or your television and radio running time. Capture the audience with your story using traditional media, but continue it online. Blogs or Social Media Consumer Engagement Be open to feedback Focused ATL Campaign Feedback Value System With social media, communication is two-way. Your audience can provide thoughts and opinions about your campaigns. Welcome them! Let traditional media spread your message while social media captures the feedback. Make sure to take those opinions into consideration as you modify your campaign efforts. Respond with traditional media TV Spot Print ad If you're listening on the social web and you're discovering some repeating complaints, engaging in social media is a great way to learn more and dispel any rumors. However, you can make your message louder by using traditional media. For instance, if you're getting negative feedback on your customer service, use traditional media to talk about it. How are you solving the problem? This approach shows that you're taking these complaints seriously.
  12. 12. + Media Mix (Digital and Traditional) Organize offline events with online media Traditional media can also include conferences and events. Hold meetups, tweetups, and presentations at your offices or conferences and promote them via your social channels. Videos, Social Media The social impact/success measure is always HIGH With Integrated Media approach
  13. 13. + Why Digital
  14. 14. + Why Digital Online Consumption G3 Online Spend Online presence of companies
  15. 15. + Growth of online consumption  The Internet in India took more than a decade to move from 10 million to 100 million and only 3 years from 100 to 200 million  Internet Users (Total 243 million)    Urban India – 141 million by Dec 2013 (YOY growth 58%) Rural India – 72 million by Dec 2013 (YOY growth 30%) Mobile Users (Total 112 million)    Urban India – 85 million by Dec 2013 (YOY growth 48%) Rural India – 27 million by Dec 2013 (YOY growth 38%) Internet penetration rate is @ 8% Source: Simplify 360
  16. 16. + Online demographics – India 2013 Male 40% 36% 39% Female 39% 35% 30% 61% 25% 16% 20% 15% 6% 10% 5% 3% 0% Share 15-24 36% 25-34 39% 35-44 16% 45-54 6% 55+ 3% India’s online population is driven by youth with 75% falling under the age of 35. Source: ComScore Inc.
  17. 17. + Online demographics – India 2013 14 12 12.8 10.7 13.7 13.1 12 11.6 10.4 35-44 12 13.7 45-54 11.6 10.4 9.7 11.6 10.8 10 8 6 4 2 0 Males Females - 15-24 12.8 10.7 25-34 13.1 9.7 55+ 11.6 10.8 Average time spent online by female is about 10.8 hours Average time spent online by male is about 12.7 hours Females falling in the age group of 35-44 years are the heaviest Internet users Among men, 25-34 year-olds are the heaviest Internet users
  18. 18. + YOY Spend on Digital Media 850 Growth: Search ads: 18% Display ads: 11% Mobile ads: 88% Social Media ads: 71% Email ads: 29% Video ads: 71% 718 662 557 595 493 All figures are in Crores (INR) FY 2010-2011 FY 2011-2012 300 FY 2012-2013 230 175 90 Search Ads Display Ads 150 123 Mobile Ads 88 53 68 Social Media Ads Email Ads Video Ads Indian online advertising market has grown by 29% YoY to INR 2,260 Crore by March, 2013. Forecast for 2014: - Online advertising market on an average is expected to grow by 40% in 2013-14 - Indian online advertising market is expected to reach INR 2,938 Crore by March 2014 Source: IMRB International
  19. 19. + Companies stake on Digital 22% Companies having Digital Marketing on top priority and know how to do it Companies having Digital Marketing on top priority and do not know how to do it 42% Companies not having Digital Marketing on top priority 36% 36% are clear targets and 42% needs education SO ITS …. BIG OPPORTUNITY ….. Source: ComScore Inc.
  20. 20. + Industry wise spend (FY2011-12 a& FY 2012-13) FY2012-2013 INR 2260 Crores FY2011-2012 INR 1750 Crores 12% 12% Travel 14% 13% Telecom Print Media 1% 1% Others 1% 1% 9% 7% FMCG Education 8% 8% IT Electronic Media 9% 9% Online Publishers 2% 2% 7% 6% Ecommerce Players 7% Consumer Durables 7% BSFI Auto 5% 7% 11% 12% 17% 13% Source: IMRB International
  21. 21. + Industry sector to look for in 2013-14  BSFI (12%)  Travel (12%)  Automobile (13%)  Telecom (including handset manufacturers) (14%)  FMCG (9%)
  22. 22. + Digital Terminologies
  23. 23. + Digital Terminologies  Domain and Hosting - Website  SEO (Search Engine Optimization)  SEM (Search Engine Marketing)  SMO (Social Media Optimization)
  24. 24. + SEO (Search Engine Optimization)  Content Quality  Search Engine Submission  Meta Tagging  Keyword Selection  Keyword Density  UGC (User Generated Content)  Google Analytics
  25. 25. + SEM (Search Engine Marketing)  Google Ads – Free/Paid  CPC (Cost per click)  PPC (Pay per click)  Goals  Campaigns  TG (Searches)  Google Analytics
  26. 26. + SMO (Social Media Optimization)  Social Networking  RSS Feeds  Blogs  Micro Blogging  Video Sharing
  27. 27. +
  28. 28. + 2013 Best Digital Campaign Globally
  29. 29. + 1 Volvo Epic Split  Country: UK  Brand: Volvo  Target Audience: B2B  Objective: To demonstrate the brand’s dynamic steering  Challenge: Most of the time B2B ads fail
  30. 30. +
  31. 31. + 1 Volvo Epic Split CONCEPT: The video play on pop culture icon Jean Claude Van Damme, great music and astonishing sunset. The performance both from driver and actor do the best. An important point: Its very rare that B2B video goes viral. Volvo trucks Produced 3 videos in 2013, ending with this one. RESULT: More that 66 million views in 6 weeks
  32. 32. + 1  Key Takeaway POP CULTURE  Don’t underestimate pop culture.  Its very important to understand all these little moves in the digital world, so that you can refer back to them.
  33. 33. + 2 Stop the boring pre-roll ad  Country: New Zealand  Brand: Burger King  Target Audience: Young adults  Objective: To create funny and enjoyable pre-roll ad  Challenge: People just hate pre-roll ad
  34. 34. +
  35. 35. + 2 Stop the boring pre-roll ad CONCEPT: Pre-roll ads are an easy way to get view, but people absolutely hate them. This ad directly acknowledge this fact. By creating 64 contextual ads that were tailored to what the person was Looking for, these boring ads turned into something funny. RESULT: More than 48 million views in 8 weeks
  36. 36. + 2  Key Takeaway Doing counterintuitive ad, by acknowledging that an ad is boring will gain attention. Then the personalization factor kicks in and the does the rest.
  37. 37. + 3 Small world machines  Country: India and Pakistan  Brand: Coca Cola  Target Audience: Indian & Pakistan Citizen but Global Campaign  Objective: To reinforce Coca Cola’s “Crazy for good” values  Challenge: Create a story worth talking about
  38. 38. +
  39. 39. + 3 Small world machines CONCEPT: The relationship between India & Pakistan is complicated one. There is Hardly any communication between two countries, even though the only Thing separating them is religion. Coca Cola created machines in India and Pakistan that were connected to each other and allowed people from each side to interact. RESULT: More than 2 million views
  40. 40. + 3 Key Takeaway  Interaction has always been key in virtualization. However thanks to technology, now we can push the interaction a little bit further.  Here the simple interaction between the 2 machines plus the nice story make this idea extremely efficient.
  41. 41. + 4 The daily twist  Country: U.S.A.  Brand: Oreo  Target Audience: Worldwide Audience  Objective: To celebrate the brand’s 100th Anniversary  Challenge: This piece of non-informational doesn’t interest anyone
  42. 42. +
  43. 43. + 4 The daily twist CONCEPT: In order to not look like a very old brand, Oreo decided to release one ad per day over a period of 100 days, bouncing off the daily news and what people were talking about right then and there. 100 simple visuals that make all the difference. RESULT: 231 Millions media impressions, 443 millions views on Facebook
  44. 44. + 4  Key Takeaway Oreo understood very early on the part that it’s all about being part of social conversation in real time, bouncing off what people are currently talking about.
  45. 45. + Questions?
  46. 46. + Thank you !

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