… and were mesmerized by the marketing tactics used to create brand OBAMA!
It’s now the turn of World’s biggest Democracy to choose their leader ...
… a leader who will lead India to a new era free from terror and strategize to overcome the economic slowdown.
But, apart from its real significance…
… elections in India is also like a festival, as colorful as Holi and ends with a celebration which can be compared to Diwali.
But there is a Big difference in the polling scenario this year… … for the first time in India there is a BIG number of Generation X & Y voters
Who are Generation X & Y
How and where do they follow the election campaigns of their favorite political parties/leaders?
News papers feed them with information in the morning.
Radio’s role is limited while they are on road traveling.
Television provides information after they are back home
But, they also have unlimited access to the Internet during the 8-10 hrs in office.
Internet is the only medium where one can……
Update themselves and express their Opinions
Interact with others and start a debate
Chat with various Politicians and question them
Do head to head Comparisons
So, in a way, Internet is the place where they can actually celebrate the spirit of Elections by participating and being a part of it.
The Online Edge
In Print & Electronic Medium, the advertiser PAYS TO REACH the Audience, Out here he PAYS WHEN the Audience REACHES Him
Highly Targeted, Controlled and Measurable qualities of the Medium gives it a major advantage over the other media
Interactivity is the biggest jewel in the crown!
Truly Admirable !
Of the 50 million users in India 35 million are power users, who regularly use the net for communication, commerce and research
A CAGR growth rate of over 50% in online population
There has been as upsurge in
the broadband adoption with
subscriber base crossing the
1 million mark in early 2006.
the only Webby nominee from India
the winner of Best News Portal Award for two
decided to launch www.ibnpolitics.com , a dedicated One-stop-destination for all political action in the run-up, during and after the 15th Lok Sabha Elections to cater to the demand of the Indians living in India and abroad.
100-Day Poll Plan Web Interactives Web-TV Interactives Electoral Maps Ready Reckoner Video Debates Online Ballot Party Candidates list News & Interviews State Diaries & Blogs Fantasy Cabinet Videos & Podcats Columns & Chat Campaign Trail Poll Results Poll Stars Genie Post-Poll Coverage IBN Conversations Party Manifesto
Web Interactive Virtual Elections Extensive pre-poll online voting module to capture the mood of the nation where citizens vote for PARTIES of their choice Methodology Phase I: Voting begins at all 28 states, 7 Union Territories Phase II: Build pre-poll alliance into DB, collate result Phase III: Declare result week before polling Back
Create your own cabinet online.
Users get to choose from a database of probables and allot key
portfolios to them.
Rating/voting pattern will be displayed.
Participants get to maintain their Cabinet and update / make changes to
There will be checks in places for parties/alliances to discourage mixed
Result will be indicative of a politician’s equity.
The exercise culminates post-poll when real Cabinet is formed.
The one closest to the real Cabinet is chosen winner and is brought as
guest / mentioned on air.
Web Interactive Back
Web-TV Open Blogs Open registration to bloggers in 1 st week of January. Subject to editorial clearance bloggers will be allowed to participate. Ibn Blogs /Diaries Weekly State Diaries, blogs and vlogs by IBN correspondents from all states going to polls Open Blogs Open registration to bloggers in 1st week of January. Subject to editorial clearance bloggers will be allowed to participate. Back
VIDEO DEBATES Video debates to be seeded by IBN Editor Invite questions and viewpoints in video format on issues, parties, personalities Selected videos to be included in on-air debates/panel discussions Provision on IBNLive to capture videos through webcam Ibn Blogs /Daiaries Weekly State Diaries, blogs and vlogs by IBN correspondents from all states going to polls Web-TV Back
Columns & Chats
OPINION TRACKER CHAT & COLUMN SERIES
CNN-IBN will hold weekly opinion poll on ground,
Expert panelists will chat online on the poll result and write columns as well.
SPECIAL COULMN & CHAT SERIES
Series of columns and chats with prominent personalities:
India Inc: Nandan Nilekani, KV Kamath, Rahul Bajaj
Eminent Personalities: Dr Kasturirangan, Ramachandra Guha,
Elections Page with highly interactive/ fun elements like polls, interactive’s, quiz contests
Aggregate best of election/ Counting related content from the Web. Display Web18 element on polls on RHS
Poll page and a slot on the homepage to push poll content on Josh18
Direct from IBNKhabar for News, Videos and Show etc
Interactive elements like Maps & Stats, Schedules, Candidate Profiles will be integrated from IBNKhabar to Josh18 ‘s poll page http://khabar.josh18.com/politics/stats.php?year=2004
Fishing where the Fish is
Through the years there has been a decline in the viewer ship of both the TV and the Print…
On TV though the number of programs have increased the number of audience per program has decreased considerably
People spend more time on Internet than with any other media
Measuring RESPONSE : The ROI Factor
Print & TV:
Call back by Customer
Measuring Increase in footfalls in the store
Needs manual research to be conducted for response measurement
Ad Interaction (Rich Media)
Increase in Site Traffic
Web Analytics gives a detailed account of response through an online campaign
Internet’s Measurability has transformed the very perspective with which marketers view their advertising effectiveness
The Effectiveness of Internet… Internet Advertising Increasing Brand awareness Drive Traffic Retain Customers Increase Sales / Product Usage Track Customer interests & trends Customized Message Strategy Develop Database Provide Information Improve Service Customer Interaction
This is what marketers have to say…
“ We’re taking dollars directly out of television.” - Dave Burwick, CMO, PEPSICO
“ The time has come for us to agree that mass-media marketing is over. Our brand means different things to different people.” - Larry Light, CMO, McDonald’sa
“ There must be-and is-life beyond the 30-second spot. We must accept the fact that there is no ‘mass’ in ‘mass media’ any more, & leverage more targeted approaches.” - Jim Stengel, CMO, P&G
“ Consumers in the age groups and with the mindsets we are dealing with graze across all media, so we can’t afford to have a TV-centric approach We’ll fish where the fish are.” - Ian Beavis, VP Marketing, Mitsuibishi Motors
One man understood the power of internet and dared to bring the change ……
Barack Obama on Twitter
Obama: @barackobama has 112,474 followers
McCain: @JohnMcCain (is it real?) 4,603followers
Obama has 240 times more followers in Twitter than McCain