Digital Marketing India - Nandan
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Digital Marketing India - Nandan



Digital Marketing India - Nandan

Digital Marketing India - Nandan



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Digital Marketing India - Nandan Digital Marketing India - Nandan Presentation Transcript

  • Marketing India Digital Medium
  • Communication Objective
    • “ To project India as an unique opportunity for physical invigoration, mental rejuvenation, cultural enrichment and spiritual elevation along with other developments that make India a modern state with state of the art infrastructure”
  • Internet Strategy
    • Revamped the then existing website ( in March 2002 to make it attractive, functional and resourceful to help a user plan his/her trip to India.
    • Launched First Online campaign during March 2002 – April 2002 to reach out to discerning travelers by focusing on specific destinations and themes.
    • Adopted eCRM initiatives to reinforce the brand image by sending Newsletters and mailers to the subscriber database.
  • Approach adopted to Plan Online Media
    • International Travel Market
      • Focus on popular and country specific online properties - travel sites, portals and search engines
        • Horizontal properties important for reach, whereas travel properties form the most relevant genre
      • Synchronize the media spends and creative routes as per the seasonality of arrival from these countries
    • Domestic Market
      • Media spends segregated based on
        • Relevant innovations
        • A mix of high performing ad units and reach maximizing ad units
    • Focus on Innovations
      • Interactive units, concepts, content plugins, emailers and contests to form an integral part of the promotion scheme for Domestic and International.
  • Online campaigns Case Study, Impact on website
  • Online Campaign ( March 2002 – April 2002 )
    • First ever Online campaign for Ministry of tourism during the period of March 2002 – April 2002 .
      • Online campaign resulted in a Click through rate of 1.2% on Indian sites and 0.45% on International sites.
      • More than 75 banners used for campaign.
        • Tactical creative were used to attract maximum click-thru to the relaunched website.
      • Approx. 55% Bonus impressions delivered . Total impressions delivered were 31Million as against a committed figure of 20million.
      • Cost per unique visitor Rs9 (average of International + Indian)
  • Impact on Website
      • The campaign resulted in more than 13 million hits to the website per month.
      • Page views increased from 1,409 to 2,286,805 in less than 2 months.
      • Visits increased from 245 to 10,131
  • Page views (March 2002 – April 2002)
  • User Sessions (March 2002 – April 2002) Reports from third party server
  • Some of the creatives used
  • Internet Strategy
    • A robust Response mechanism was devised to create a dialogue with the users
      • was made popular through online campaign and website.
    • With success of first online campaign and response mechanism, this has been adopted as an ongoing strategy.
      • Subsequently many more campaigns have been launched and website has been revamped to–
  • Online campaign (December 2002 – March 2003)
      • Over 100 different creative created for campaign across 12 themes.
      • Innovations were planned in terms of Contests on portals to increased user interaction.
      • Resulted in more 13 Million hits, close to 2 lac user sessions and 2.70 page views per month.
    Website HITS
  • Some of the Creatives
  • Impact of campaign on the website
  • Website Relaunched -
    • The “New and Fresh” Incredible India website was designed to be a showcase of all good things in India- Colours, technology, vastness, diversity and depth.
    • The site is a representative of modern India- The India with its roots firmly in place, yet forward looking and contemporary.
    • Navigation -
    • Design
      • The Masthead changes with every section and actually turns out to be a particularly interactive facet, because it scrolls on mouse over!
      • This makes every section have a fresh appeal, with perhaps the first 3-D masthead on an Indian travel site.
  • Website Content
    • The site has the most varied content on India with respect to travel.
      • Content has been segregated according to Themes, Facts and Interactivity.
      • Neatly arranged themes cover such diverse aspects about a region as History, Geography, Religion, Best Places to visit, People and Lifestyle, among other aspects.
      • The site retains links to vernacular content for Spanish, French and German language versions.
    • A few extremely valuable features have been added on the site
      • A virtual helpdesk with information on Embassies, Baggage, currencies and Customs rules, Visa and Permit info for all States along.
      • Tool Kit section with currency, Festival calendar, maps, phone codes- make the site both interactive and informative.
      • Section on Travel agents and tour operators
      • Multimedia showcase
  • Online Campaign (18th August 2004 – 15th March 2005)
    • A complete 360-degree approach.
    • Innovative site captures, Road blocks and bigger size creatives.
    • Mobile marketing
    • DVD ad insert and digital brochure insert in ZDNet India’s Technology magazine.
    • Direct marketing
      • Incredible India post cards inserts along with tickets to all those who purchased railways ticket from Indian railways website.
  • Online Campaign (18th August 2004 – 15th March 2005)
    • e-CRM
      • Sending newsletters and specific direct mailers to the database and registered database of esteemed travel portals.
    • Contest s and polls have been an indispensable part of the campaign. Goa contest was a big success with approx. 15,000 entries across Internet and sms.
    • In addition to this, Content integration , Image/photo gallery and Destination specials were taken across portals to enhance the “Colours of India”!
  • Pop-Under on Home
  • Destination of the month- North East
  • Interactive Unit
  • Bigger size units 1.61% 89,479 5,564,314 CTR Clicks Impressions 0.72% 31,530 4,390,043 CTR Clicks Impressions
  • Innovative DHTML creative 3.51% 225,030 6,415,402 CTR Clicks Impressions
  • Road Block on msn
  • North East- Photogallery
  • SMS Contest Through Indiatimes- Goa Contest- Around 900 entries
  • CricInfo User Polls- Brought to you by Incredible India- On Home Page
  • Poll results Branding
  • Digit DVD Content Insertion
  • Yahoo Floating East
  • Google-Prime Visibility
  • Search Engine advertising
  • The Contest Microsite
  • LIVE Chat with Incredible Indians
    • Rohit Bal
    • Euphoria
    • Shiamak Davar
    • Amman & Ayaan Ali Bangash
    • Shankar Mahadevan
    • Sanjeev Kapoor
    • Nita Mehta
    • Sonu Nigam
    • Kabir Bedi
  • Impact on website
    • Page views increased to more than 25 million page views per month in April 05.
    • Page views have increased by almost 4.5 times in past 5 months (Dec 04 to April 05). A 429% increase in page views.
  • Website Stickiness
    • Increase in stickiness of the site could be seen
      • Number of page views generated per visit. An increase in this signifies a positive image and stickiness.
      • Time spent per page view
    • Since the site is updated very frequently and has deep and rich content, the stickiness of the website has increased.
    38.00 April 05 34.00 Mar-05 30.56 Feb-05 20.20 Jan-05 33.03 December 04 28.69 November 04 Page views per visit Months 8 April 05 10 Mar-05 12 Feb-05 5 Jan-05 7 December 8 November Time spent per visit (mins) Months
  • Visitors
    • Sudden increase in Sept-Oct 04 was due to Online campaign and “Trip Planner” on the website to support the leads.
    • Feb-March05 also saw the increase due to campaign.
    • However, due to constant updating, there has been an increase in traffic on website even in April 05, despite no active online campaign.
  • Geographic locations April 2005
  • New Initiatives for e-Commerce facilitation
  • New Initiatives for e-Commerce facilitation
    • Association with travel marts to provide online booking solutions for total travel and related services requirements.
      • To provide access to a wide pool of resources for varied options to the end users by making the site a One stop shop for all travel requirements.
      • To Extend reservation automation to various travel service providers (like taxi service providers for transfers & car hire; guest houses, hotels, heritage properties, etc… for accommodation services).
    • One to one chat on the incredibleindia website
  • New Initiatives for e-Commerce facilitation
    • Providing end to end packages on the website
      • Hosting complete end to end packages on the website under the name of VISA Great Breaks
      • A new website with similar look n feel to incredibleindia site to be built as an extension of the website to enable package booking online.
    • Email tracking and Database marketing
      • Objective is to add interactivity to the service by tracking responses and hand-holding them to plan a visit to India.
      • Sending regular and relevant communication to the segregated database.
  • Thus..
    • Ensuring 24 X 7 X 365 availability.
    • National access to pool of service providers in remote locations and International Accommodation booking.
    • Access to a wide pool of resources for varied options, not just limited to 10, 20, 50 / 100 service providers.
    • One stop shop for all travel requirements
      • Reliable and Secured transactions over a reliable payment gateway.
      • Easy Search and booking just at the click of a button.
  • Thank You