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Is Online Marketing a Different World?

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Is Online Marketing a Different World?

Is Online Marketing a Different World?

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  • 1. Is Online Marketing A Different World? Sidharth Swarup – ISHIR Digital
  • 2.
    • Presented at OMCAR 2008, World’s 1st
    • Online Marketing Careers Conference
    • For details, check out
    • http://conference.omcareers.org
    • Jan 12, 2008 (New Delhi, India)
  • 3. Myths?
    • Technology driven and complex
    • Only works well for lead based campaigns
    • Demographics for Offline and Online are different
    • Digital and Offline Agencies must be different
    • Skills and experience needed are different
  • 4. Creative Business Consulting Marketing Technology DIGITAL What comprises Digital?
  • 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. Internet Reach in India SEC A SEC B SEC C SEC D&E
  • 7. Demographics
  • 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. 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. Business Scenario?
    • A whole lot of new, first time entrepreneurs
    • A whole set of new businesses with new and innovative products and services
    • People wanting to go out and get known!
    • Companies want to have more meaningful communication with customers
    • Higher demand for metrics and ROI
  • 11. Fundamentals?
    • Marketing is to figure out what customers want, what products/services meet their needs and then the strategy to match make.
    • Advertising is typically a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them.
    • The fork or the spoon ? Go where the customers are!
  • 12. Myths?
    • Technology driven and complex
    • Only works well for lead based campaigns
    • Demographics for Offline and Online are different
    • Digital and Offline Agencies must be different
    • Skills and experience needed are different
  • 13. Is OM A Different World?
    • Questions?