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  • 2 slides – for two graphs & companies example + benefit In an attempt to understand what drives allocations of budgets to online based on marketers’ perception and awareness of various attributes and strengths of the medium, the study found that a majority of sectors like FMCG, Durable Goods, Pharma and Infrastructure/Manufacturing/Equipment invest online for its ability to ‘generate leads’ and being a relatively ‘economical’ medium. Only a handful of them like Automotive and Media/Publication/Entertainment engage in online activities to spread ‘brand awareness’ and ‘engage customers’.
  • Levi’s: Now more than ever, retail brands are engaging consumers on social networks to offer deals, allow users to socialize around purchases, and more. Levi’s Jeans was one of the brands that was first to use Facebook as a tool for sales and marketing initiatives and has launched a number of compelling campaigns using Facebook. As one of Facebook’s initial partners using the social network’s new Like functionality, Levi’s allows Facebook users to like products on Levi’s online store and its Facebook page (which has nearly 500,000 likes) and share their favorite items with their friends. Within the first week, Levi’s got more than 4,000 likes, says Inside Facebook. The jeans giant also promoted  a major campaign in conjunction with SXSW this year, partnering with music publication The Fader to promote a music event at the festival. The company worked with brand marketing platform Involver to incorporate music and video into their page, with the hopes of driving music fans to buy jeans from the Levi’s brand. Most recently, Levi’s has begun to promote retail offerings with geo-targeted event advertisements on Facebook. In terms of Twitter, Levi’s recently enlisted a “Levi’s Guy,” 23-year-old USC graduate Gareth, to engage consumers on the microblogging platform. He has over 6,000 followers and is responsible for responding to and engaging in conversations about the Levi’s brand on Twitter. The company is currently in the process of trying to find a Levi’s Girl, which will serve as a female foil to Gareth. Levi’s director of digital marketing, Megan O’Connor, told us that the engagement with both Twitter and Facebook is about creating and informing brand ambassadors that will help drive sales through their own actions and word of mouth. Starbucks : Most experts will agree that Starbucks has one of the best social media strategies out there.  Now that it is giving away free WiFi , it is even more of a magnet for roving laptop warriors.  And with 10 million Facebook fans, Starbucks is now close to surpassing the Facebook fan base of Lady Gaga. The company has held a number of promotions on its page to drive engagement. For example, Starbucks held a promotion for free pastries on its Facebook page, allowing customers to access a coupon that would give them a free pastry with a purchase of a coffee drink. Advertising on the social network has also helped to drive traffic to Starbucks’ page. In terms of Twitter, Starbucks has also been incredibly active on the microblogging network, amassing nearly one million followers. Not only does the company’s Twitter stream serve as an engagement tool with customers who are talking about the brand on Twitter, but it is also used as a way to spread news from Starbucks. Starbucks has also participated in Twitter’s promoted Tweets program, which allows advertisers to buy sponsored links on Twitter.
  • Levi’s: Now more than ever, retail brands are engaging consumers on social networks to offer deals, allow users to socialize around purchases, and more. Levi’s Jeans was one of the brands that was first to use Facebook as a tool for sales and marketing initiatives and has launched a number of compelling campaigns using Facebook. As one of Facebook’s initial partners using the social network’s new Like functionality, Levi’s allows Facebook users to like products on Levi’s online store and its Facebook page (which has nearly 500,000 likes) and share their favorite items with their friends. Within the first week, Levi’s got more than 4,000 likes, says Inside Facebook. The jeans giant also promoted  a major campaign in conjunction with SXSW this year, partnering with music publication The Fader to promote a music event at the festival. The company worked with brand marketing platform Involver to incorporate music and video into their page, with the hopes of driving music fans to buy jeans from the Levi’s brand. Most recently, Levi’s has begun to promote retail offerings with geo-targeted event advertisements on Facebook. In terms of Twitter, Levi’s recently enlisted a “Levi’s Guy,” 23-year-old USC graduate Gareth, to engage consumers on the microblogging platform. He has over 6,000 followers and is responsible for responding to and engaging in conversations about the Levi’s brand on Twitter. The company is currently in the process of trying to find a Levi’s Girl, which will serve as a female foil to Gareth. Levi’s director of digital marketing, Megan O’Connor, told us that the engagement with both Twitter and Facebook is about creating and informing brand ambassadors that will help drive sales through their own actions and word of mouth. Starbucks : Most experts will agree that Starbucks has one of the best social media strategies out there.  Now that it is giving away free WiFi , it is even more of a magnet for roving laptop warriors.  And with 10 million Facebook fans, Starbucks is now close to surpassing the Facebook fan base of Lady Gaga. The company has held a number of promotions on its page to drive engagement. For example, Starbucks held a promotion for free pastries on its Facebook page, allowing customers to access a coupon that would give them a free pastry with a purchase of a coffee drink. Advertising on the social network has also helped to drive traffic to Starbucks’ page. In terms of Twitter, Starbucks has also been incredibly active on the microblogging network, amassing nearly one million followers. Not only does the company’s Twitter stream serve as an engagement tool with customers who are talking about the brand on Twitter, but it is also used as a way to spread news from Starbucks. Starbucks has also participated in Twitter’s promoted Tweets program, which allows advertisers to buy sponsored links on Twitter.
  • 1 slide – pictorial…it shud be such that if someone clicks on web, say, then automatically one can its sub-points
  • 1 slide – pictorial…it shud be such that if someone clicks on web, say, then automatically one can its sub-points
  • 1 slide – pictorial…it shud be such that if someone clicks on web, say, then automatically one can its sub-points
  • BFSI segment witnessed maximum ad spends at 24 percent in text ads and 13 percent in display Ads. This is for FY2008, FY2009, FY2010, FY2011E, IAMAI
  • 1 slide

Transcript

  • 1.  
  • 2. T able of C ontent [email_address] 1 All about Digital 2 Benefits of Digital Media Presence 3 Case Studies To Exhibit Digital Potential 4 Categories of Digital IT 5 Social Media 6 Internet Advertising and Mobile Marketing 7 About DePronto Digital
  • 3. A ll about D igital
    • Global Online Ad spend is forecast to hit USD 96.8 bn by 2014, up from USD 55.2 bn in 2009
    • Growth in Indian Internet User Base estimated to increase to 237mn by 2015
    [email_address]
  • 4. B enefits of D igital M edia P resence [email_address]
  • 5. C ase S tudies to E xhibit D igital P otential [email_address] Brand consultant Harish Bijoor says - Since 65% of India’s population is under 25 and is hooked to internet, the idea is to firmly establish the brand in the minds of young consumers. Starbucks - Starbucks held a promotion for free pastries on its FB page, allowing customers to access a coupon that would give them a free pastry with a purchase of a coffee drink. Advertising on the social network has also helped to drive traffic to Starbucks’ page. Levis – One of the first to use FB. Users can like the products and share it with their friends. FB is also used for promotion of events PepsiCo , India - 30% of its advertising budget is planned to be allocated to non-TV (print, outdoor media, mall advertising, mobile related applications and the Internet) from earlier 10% . [email_address]
  • 6. C ategories of D igital IT [email_address]
    • Banner Ads
    • Pay Per Click
    Web Online Marketing Social Media
    • HTML
    • Flash
    • Ajax/jQuery
    • PHP/Java/.Net
    • Facebook
    • Twitter
    • Yelp
    • Youtube
    • Google Places
    • Digg
    • Orkut Promotions
    • Delicious
    • Google Bookmarks
    • Bebo
  • 7. C ategories of D igital IT [email_address] Mobile Development SEO Content Syndication Blogs Web Development
    • Increase Page Ranking
    • Promotion
    • Ranking
    • Exposure to numerous platforms
    • Adding depth to online information
    • Customized applications
    • Customized applications
  • 8. C ategories of D igital IT [email_address]
    • Ads on Mobile Apps
    Ad Words Email/SMS Campaign Tablet PC/Mobile Mobile Ads
    • Yahoo
    • Google
    • Android apps
    • Iphone/Ipad apps
    • Blackberry apps
    • Mass updates & awareness
  • 9. S ocial M edia
    • As per Social Bakers Website, there are more than 17 mn Facebook users in India (Dec 10) of which 80% is in the age group of 18-35 years. Penetration of Indian internet population is 20%.
    • India has more than eight million Twitter users, a figure that has almost doubled in the last one year (it was 4.2 million in January 2010). On an average, close to three million users from India log on to Twitter each day
    • Share links - Articles, Videos, Pictures
    • Join groups and Fan pages
      • Groups of common interest
      • Groups which have their friends
    • To attract employees
    • Announce new products/services,
    • Take feedback on products, advertising, service levels, etc.
    [email_address]
  • 10.
    • Text and display advertising is expected to grow to Rs 993 crores in FY11 from Rs 785 crores in FY10. (Source: Internet & Mobile Association of India (IAMAI))
    [email_address] I nternet A dvertising and M obile M arketing
    • More than 500 mn mobile subscribers in India
    • Cheaper smartphone availability
    • Sms Campaign
    • Mobile based web development
    • Mobile Ads
    Internet Advertising Mobile Marketing
  • 11. A bout D e P ronto D igital
    • Past 5 years of experience in D igital D omain
    • Resources with mix of C reativity + T echnology know-how
    • Endeavour to increase O nline P enetration and C ustomer E ngagement on client’s behalf.
    • Track record of servicing a R eputed C ustomer base
    [email_address]
  • 12. For any queries contact: Gaurav Kabra. He can be reached at [email_address]