The face of the
changing
consumer in the
digital world
Narayan Murthy Ivaturi
Director – Global Sales & Strategy
Vserv.mob...
TV

PRINT

RADIO

CONTENT CONSUMTPTION
in the traditional era
EMAIL / BROWSING

PHONE (VOICE)

MESSAGING

VIDEO

MUSIC

DIGITAL CONVERGES
All kind of consumption
patterns into one
DIGITAL is becoming the
most important medium

Every other medium is feeding off it
Twin Screens
QR Code

Short Code
Alternative Access
Indian Consumer Media Ecosystem
730 MN TV VIEWERS
181 MN PRESS AIR
159 MN RADIO LISTNERS
176 MN INTERNET USERS
900 MN MOBI...
Indian Consumer Media Ecosystem
98 MIN: TV
32 MIN: NEWSPAPERS
44 MIN: MAGAZINES
61 MIN: RADIO
70 MIN: INTERNET
160 MIN: SM...
We are

Digital
IMMIGRANTS
Digital
NATIVES!
Digital
NATIVES

Digital
IMMIGRANTS

INTERFACE

INTERFACE

Widgets / Apps /
Touch

Browser, voice,
How can a Brand…
…Address these varied audiences?
…Remain relevant to all of them
…maintain user experience standards?
Reason, Relevance & Richness are key to
engage with them.
Need of a Wholesome User Experience!
Any screen the USER expects the same
kind of experience
Digital consumer knows what
he wants the way he wants
Web and mobile integral components of

brand building
Web

Mobile

Lines dividing are blurred.
Mere extensions of each other.
Both equally important for brand

building.
India a very unique market
•
•
•
•

Large populations of digital natives
Regional, Cultural & Linguistic Barriers
Fragment...
Consumers don’t think
only in ENGLISH
Culture plays a critical role
decision making
Very highly fragmented
device ecosystem
Decision making with
digital immigrants
Moving forward in the digital ecosystem

5
essentials you need to know
`

1
User experience is start point
2
Digital
consumers
behave
differently
3

Digital Enables data
led decision making
4

Look out for
New Opportunities in the
digital space
Convergence across all
media the future

5
Thank You
Twitter: nmurthy27
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Changing Face of Digital Consumer

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digital consumer of today, web & mobile, brand building in the digital world, 5 essentials for a digital marketer

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  • Ideally in all media vehicle, we had media data – TV – TAM, etcMobile has this data as well as profile data like telco data
  • Discounts / Rebates – free talktime
  • Changing Face of Digital Consumer

    1. 1. The face of the changing consumer in the digital world Narayan Murthy Ivaturi Director – Global Sales & Strategy Vserv.mobi
    2. 2. TV PRINT RADIO CONTENT CONSUMTPTION in the traditional era
    3. 3. EMAIL / BROWSING PHONE (VOICE) MESSAGING VIDEO MUSIC DIGITAL CONVERGES All kind of consumption patterns into one
    4. 4. DIGITAL is becoming the most important medium Every other medium is feeding off it
    5. 5. Twin Screens QR Code Short Code Alternative Access
    6. 6. Indian Consumer Media Ecosystem 730 MN TV VIEWERS 181 MN PRESS AIR 159 MN RADIO LISTNERS 176 MN INTERNET USERS 900 MN MOBILE USERS
    7. 7. Indian Consumer Media Ecosystem 98 MIN: TV 32 MIN: NEWSPAPERS 44 MIN: MAGAZINES 61 MIN: RADIO 70 MIN: INTERNET 160 MIN: SMARTPHONES
    8. 8. We are Digital IMMIGRANTS
    9. 9. Digital NATIVES!
    10. 10. Digital NATIVES Digital IMMIGRANTS INTERFACE INTERFACE Widgets / Apps / Touch Browser, voice,
    11. 11. How can a Brand… …Address these varied audiences? …Remain relevant to all of them …maintain user experience standards?
    12. 12. Reason, Relevance & Richness are key to engage with them. Need of a Wholesome User Experience!
    13. 13. Any screen the USER expects the same kind of experience
    14. 14. Digital consumer knows what he wants the way he wants
    15. 15. Web and mobile integral components of brand building
    16. 16. Web Mobile Lines dividing are blurred. Mere extensions of each other. Both equally important for brand building.
    17. 17. India a very unique market • • • • Large populations of digital natives Regional, Cultural & Linguistic Barriers Fragmented Device Ecosystem Decision making with digital immigrants
    18. 18. Consumers don’t think only in ENGLISH
    19. 19. Culture plays a critical role decision making
    20. 20. Very highly fragmented device ecosystem
    21. 21. Decision making with digital immigrants
    22. 22. Moving forward in the digital ecosystem 5 essentials you need to know
    23. 23. ` 1 User experience is start point
    24. 24. 2 Digital consumers behave differently
    25. 25. 3 Digital Enables data led decision making
    26. 26. 4 Look out for New Opportunities in the digital space
    27. 27. Convergence across all media the future 5
    28. 28. Thank You Twitter: nmurthy27
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