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I media summit webchutney deck
 

I media summit webchutney deck

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  • Digital Media is growing at a tremendous pace in India while Traditional Media such as TV is not going down. What are the aggressive approaches taken by agencies in India and how can these best practices be leveraged across SEA markets?
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  • Source Comscore: State of Internet India Demographics:- Internet audience in India skews dramatically young: three-quarters of the web audience is under the age of 35, compared to 52% of the global average and 57% of the regional average15-24 year olds in India are the heaviest Internet users Males spend more time online than females in most age groups; the 35-44 year old age group is the exception: women spend 1.7 hours more online than males 15-24 year olds of both genders are the heaviest users overall. Typical demographic consumption pattern for emerging Internet marketJuxt Consult: India Online Demographic/Consumer Class Facts:‘25-35 years’ user segment grows further as the ‘single’ largest online age groupAlmost 2/3rd of all internet users are ‘employed’ (up by 7%), and 71% of the employed ones ‘head’ of their households 2/3rd of online Indians belong to SEC A,B and C, with claimed ‘average’ monthly family income of `18,720; 1 in 4 have a credit card Female user-ship ‘inches’ up further at 27% (but ‘housewives’ segment declines)
  • Second point explanation: 17 mn of 50 million ‘online shoppers’ (or 29% of all internet users), also ‘buy’ online - 70% increase from 10 million last year -  18 million credit card holders in india may 2011
  • Source: Pitch Madison Media Advertising Outlook 2011 Report http://www.pitchonnet.com/PitchMadisonMediaAdvertisingOutlook/Outlook-2011-Intro.asp
  • Source: Pitch Madison Media Advertising Outlook 2011 Report http://www.pitchonnet.com/PitchMadisonMediaAdvertisingOutlook/Outlook-2011-Intro.asp
  • *Note on first point: Source InMobiIndian mobile ad market grows by 27% in 90 days to 7.3 bn impressions monthly: InMobihttp://www.business-standard.com/india/news/indian-mobile-ad-market-grows-by-27-in-90-days-to-73-bn-impressions-monthly-inmobi/430611/
  • Consider & Buy Marketers often overemphasize the “con-sider” and “buy” stages of the journey, allocating more re-sources than they should to building awareness through ad-vertising and encouraging purchase with retail promotions.Evaluate & Advocate New media make the “evaluate” and “advocate” stages increasingly relevant. Marketing invest-ments that help consumers navigate the evaluation process and then spread positive word of mouth about the brands they choose can be as important as building awareness and driving purchase.Bond If consumers’ bond with a brand is strong enough, they repurchase it without cycling through the earlier decision-journey stages.

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