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Evolution of Digital Marketing

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  • 1. Evolution of Digital Marketing for Indian Businesses
  • 2. Consumption Habits…
    • Newspaper
    • Cable TV
    • Radio
    • Telephone
    • PC/Console
    • Games
    RSS Reader Twitter, Facebook D2H You Tube SMS, Tweets Mobile Games
  • 3. Factors for Digital Media Growth
    • Super-Fast Mobile Penetration
    • Rapid Internet Penetration
    • Web 2.0 (Groups, Apps, Videos, Two-Way)
    • Social Media (Social graph, Viral, Sharing)
  • 4. Why Digital Marketing?
    • Real-Time
    • Targeting / Contextual / Personalized
    • Two-Way Communication
    • Measurability / Tracking
    • Cost / RoI
  • 5. Forces in Digital Marketing
    • PULL: (Intelligent)
      • Search Engines
      • Social Media
      • Content (Text (blogs), Audio (Podcasts), Video)
      • OOH, DTH, IPTV
    • PUSH: (Ignorant)
      • SMS
      • Email
      •   (NOTE: TRAI regulations)
  • 6. State of Indian Internet
    • Internet Users = 81 Million
    • 4 th Largest Internet population in the world
    • 20% of URBAN Indians are connected to Internet compared to 60% of Chinese.
    • 1% of total Indians are Mobile-Internet users compared to 18% of Chinese.
      • (Source: McKinsey Quarterly, Feb 2011)
  • 7. State of Indian Internet
    • Internet Users by 2015 = 5 X Current User base
  • 8. Marketing Choices…
    • Marketplaces
      • Network (Cluster) Effect
      • Category Specific Large Audience
      • Shared Visibility, Quantity, Bottleneck
      • Low Cost
    • Direct Marketing
      • Branding / Visibility
      • Exclusivity
      • Quality / Control / Messaging
      • (Relatively) Expensive
  • 9. Marketplaces…
    • B2C Marketplaces
    • B2B Marketplaces
  • 10. Direct Marketing - Online
    • Online Ad Market Size
    *** Source: IAMAI 2010 Rs 785 Cr Rs 993 Cr
  • 11. Direct Marketing - Online
    • Online Display Ad Market Size = Rs 534 Cr (Est.)
    *** Source: IAMAI 2010
  • 12. Direct Marketing - Online
    • Online Text Ad Market Size = Rs 459 Cr (Est.)
    *** Source: IAMAI 2010
  • 13. Direct Marketing - Online
    • Market Share
    *** Source: IAMAI 2010
  • 14. Need help inside the Digital Maze?
  • 15. Pre-Spend Media Planning?
    • Product
    • Target Audience
    • Placement
    • Messaging
    • Timing
    • Promotional Mix
    • Budget
    • Expected RoI / Visibility
  • 16. Marketing Execution…
    • Media Managers always get executed if things go wrong.
    • So pick the right Media Manager.
  • 17. Post-Spend Analysis…
  • 18. Case Scenarios…
    • Business A:
      • Monthly Budget = Under Rs 5,000
      • Avg. Product cost = Low
      • Product/Service uniqueness = Low
      • Marketing Choices = Marketplaces OR PUSH
    • Business B:
      • Monthly Budget = Over Rs 10,000
      • Avg. Product cost = Mid-High
      • Product/Service uniqueness = High
      • Marketing Choices = Direct / Exclusive
  • 19. Marketing Nirvana
    • Promotions with a Sale – GROUPBUY
      • Ecommerce in Marketing budgets
      • Sell in volumes
      • Create Brand and Buzz
      • Clear Inventory
  • 20. What does NyooMedia do?
    • NyooMedia is a Digital Media Marketing and Lead Generation Company
    • We operate Marketplace http://MetroMela.com
    • We run exclusive Lead Generation Campaigns for Businesses (Small, Medium, Large), Franchisers and Brands using platform http://BizGain.in
    • Also allow Ecommerce and GroupBuy capability.

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