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Is Online Marketing A Different World? Sidharth Swarup – ISHIR Digital
<ul><li>Presented at OMCAR 2008, World’s 1st </li></ul><ul><li>Online Marketing Careers Conference </li></ul><ul><li>For d...
Myths? <ul><li>Technology driven and complex </li></ul><ul><li>Only works well for lead based campaigns </li></ul><ul><li>...
Creative Business    Consulting Marketing  Technology DIGITAL What comprises Digital?
Online has started  reaching out  to a lot of Indians Every  5 th   individual in Urban India has experienced the Internet...
Internet Reach in India SEC A SEC B SEC C SEC D&E
Demographics
While most advertisers are still focusing on the traditional advertising media, the target audience is rapidly moving to a...
Comparative Study India Total AD Spend Internet Penetration 38% 8% 5% 1% 5% 43% % Share 39,795 14724 3184 1990 398 2388 17...
Business Scenario? <ul><li>A whole lot of new, first time entrepreneurs </li></ul><ul><li>A whole set of new businesses wi...
Fundamentals? <ul><li>Marketing  is to figure out what customers want, what products/services meet their needs and then th...
Myths? <ul><li>Technology driven and complex </li></ul><ul><li>Only works well for lead based campaigns </li></ul><ul><li>...
Is OM A Different World? <ul><li>Questions? </li></ul>
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Is Online Marketing a Different World?

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Is Online Marketing a Different World?

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Transcript of "Is Online Marketing a Different World?"

  1. 1. Is Online Marketing A Different World? Sidharth Swarup – ISHIR Digital
  2. 2. <ul><li>Presented at OMCAR 2008, World’s 1st </li></ul><ul><li>Online Marketing Careers Conference </li></ul><ul><li>For details, check out </li></ul><ul><li>http://conference.omcareers.org </li></ul><ul><li>Jan 12, 2008 (New Delhi, India) </li></ul>
  3. 3. Myths? <ul><li>Technology driven and complex </li></ul><ul><li>Only works well for lead based campaigns </li></ul><ul><li>Demographics for Offline and Online are different </li></ul><ul><li>Digital and Offline Agencies must be different </li></ul><ul><li>Skills and experience needed are different </li></ul>
  4. 4. Creative Business Consulting Marketing Technology DIGITAL What comprises Digital?
  5. 5. Online has started reaching out to a lot of Indians Every 5 th individual in Urban India has experienced the Internet Internet in India
  6. 6. Internet Reach in India SEC A SEC B SEC C SEC D&E
  7. 7. Demographics
  8. 8. While most advertisers are still focusing on the traditional advertising media, the target audience is rapidly moving to a more dynamic and interactive medium - the Internet. About 93% of the 38.5 million online Indians today belong to the age group of 18-45 years, which has the maximum buying power - prime TA. What's more, the Indian online population is estimated to be 100 million in the next 3 years Online Advertising Spend * Financial Services includes: Credit Cards, Loans-Personal, Home, Car, Banking Services, Utility Payments, Insurance, Investments ) **Online Services (Personal) (Matrimonial, Job Placement, Surveys, Personalized Travel Verticals- advertising are predominantly pure-play net ventures) 250 2006-07 600 163 107 42 Online Ad Market (Rs. Crore) 2007-08 2005-06 2004-05 2003-04 Advertising market
  9. 9. Comparative Study India Total AD Spend Internet Penetration 38% 8% 5% 1% 5% 43% % Share 39,795 14724 3184 1990 398 2388 17112 2010 41% 1% 6% 1% 3% 48% % Share 16,300 6683 163 978 163 489 7824 2006 Total (Rs. Crore) TV Internet OOH Cinema Radio Print Total Media Ad Market
  10. 10. Business Scenario? <ul><li>A whole lot of new, first time entrepreneurs </li></ul><ul><li>A whole set of new businesses with new and innovative products and services </li></ul><ul><li>People wanting to go out and get known! </li></ul><ul><li>Companies want to have more meaningful communication with customers </li></ul><ul><li>Higher demand for metrics and ROI </li></ul>
  11. 11. Fundamentals? <ul><li>Marketing is to figure out what customers want, what products/services meet their needs and then the strategy to match make. </li></ul><ul><li>Advertising is typically a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them. </li></ul><ul><li>The fork or the spoon ? Go where the customers are! </li></ul>
  12. 12. Myths? <ul><li>Technology driven and complex </li></ul><ul><li>Only works well for lead based campaigns </li></ul><ul><li>Demographics for Offline and Online are different </li></ul><ul><li>Digital and Offline Agencies must be different </li></ul><ul><li>Skills and experience needed are different </li></ul>
  13. 13. Is OM A Different World? <ul><li>Questions? </li></ul>
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