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Media (past, present and future)

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  1. 1.
  2. 2.
  3. 3. Index<br />Communication<br />Indian Digital Industry<br />Today and tomorrow<br />Advertising Formats<br />Case Study – Best Buy<br />
  4. 4. 60000<br />years ago <br />People learned to “Speak”<br />
  5. 5. 5000<br />years ago<br />People learned to “write”<br />
  6. 6. 600<br />years ago <br />People learned how to ‘Publish”<br />
  7. 7. 43 Years AGO<br />was Born<br />
  8. 8.
  9. 9. Marketing then?<br />Telemarketing<br />adware<br />Dial-up<br />SPAM<br />TV<br />e-this<br />What’s New!<br />eMail<br />Flash Animations<br />dot.gone<br /><br />Radio<br />portals<br />PORN<br />SPAM<br />SPAM<br />SPAM<br />Pop-ups<br />links<br />SPAM<br />SPAM<br />About Us<br />Contact Us<br />i-that<br />WEB<br />SPAM<br />SPAM<br />spyware<br />Directories<br />SPAM<br />What’sHot<br />Press<br />Brochure ware <br />SPAM<br />
  10. 10. Marketing now?<br />The World is changing the way we do everything!<br />Travel<br />Shop<br />Watch<br />Learn<br />Bank<br />Date<br />Find<br />Work<br />Play<br />Stay up to date<br />Meet<br />Interact <br />Search<br />entertain<br />Find info<br />Bank<br />Evaluate<br />Listen<br />
  11. 11. Marketing then ?<br />Web 1.0 – Read only<br />Mobile 1.0 – Only Talk & Text<br />Social Grid – Unpopular<br />Advertising – Links, Pop-up, Button and Spam<br />Shopping – Perception driven & catalogue <br />
  12. 12. Marketing now ?<br />Web 2.0 – Read & Write<br />Mobile 2.0 – Talk, Text, Media, Apps etc<br />Social Grid – Popularity on a rise -> Explosion<br />Advertising – Links, Pop-up, Button, Spam contextual & behavioral.<br />Shopping – Customer feedback, review.<br />
  13. 13. Media – Today<br />It is the ‘the next big thing’<br />Spends Decrease as we go up the pyramid.<br />Branding in demand<br />Spends are higher.<br />Innovations are now being preferred.<br />Highly competitive rates.<br />Targeted Banners.<br />Re-targeting used (cookie based)<br />We can see a gradual shift and a trend … <br />
  14. 14. Advertising Formats<br />Standard Banner<br />Rich Media Banner (Form Based, Chat Enabled)<br />Innovations<br />Social Media <br />Content Integration (On various Sites)<br />Search ( Across Google/Yahoo)<br />Mobile (WAP, SMS, Apps etc)<br />
  15. 15. From the - Standard Banner<br />
  16. 16. Shift is towards- Rich Media Banner<br />
  17. 17. Innovations<br />
  18. 18. Content Integration<br />
  19. 19. Mobile<br />
  20. 20. Search<br />
  21. 21. The Future<br />
  22. 22. Why do people surf the net ?<br />
  23. 23. Challenge<br />Click-through rates continue to decline as client expectations remain high<br />.75<br />HISTORICAL DISPLAY CLICK-THROUGH RATES<br />CLIENT EXPECTATIONS<br />PERFORMANCE GAP<br /><.10<br />2001<br />2002<br />2003<br />2004<br />2005<br />2006<br />2007<br />2008<br />2009<br />23<br />
  24. 24. Changing Performance Metrics<br />
  25. 25. In Depth Reporting<br />
  26. 26. Media – Future<br />Spends Decrease as we go up the pyramid.<br />Client is gradually getting educated.<br />There is a huge shift to performance based campaign.<br />Leads, Clicks, Sales, Tickets booked are also a measuring factor than the typical CTR.<br />Branding via innovations for High Impact.<br />So what is this ?<br />
  27. 27. Welcome to the <br />“AGE OF SOCIAL MEDIA”<br />
  28. 28.
  29. 29. What will clients want ?<br />Better Social – visibility<br />People to talk about their brands.<br />To hear and be heard.<br />Be reachable ( Twitter/facebook)<br />Create a positive buzz.<br />WORD OF MOUTH advertising.<br />
  30. 30. Snapshot<br />51 mn ‘active’ internet users in India and increasing.<br />More and more brands engaging in on-line campaign.<br />With Targeted ads reaching ‘YOU’ directly<br />Social Media picking up.<br />ONLINE IS SET TO BOOM<br />
  31. 31. Case Study<br /> Best Buy wanted to be a resource for customers beyond their experience in the stores. They knew technology people enjoy today is sometimes challenging to use and learning the details of product features, benefits and sharing can make heads spin. The company developed a unique way to connect with customers through their @twelpforce account to provide real-time interaction.<br />
  32. 32. Aim :<br />Build overall market presence<br />Acquisition of other companies<br />Expanding in to new markets<br />Expansion within current markets<br />
  33. 33. Theme :<br />Building brand loyal customers through relationships created via new media<br />Maintained through new media and in-store experiences<br />
  34. 34. Tools :<br />Twitter <br />Facebook<br />Monitoring<br />All social media networks <br />Creates “buzz” about the company<br />Build relationships<br />Share & gain industry information<br />
  35. 35. What did they do ?<br />All Employees got online connectivity.<br />Each one had a unique ID he/she would reply with<br />Each employee monitored the hashtags and replied to the customers.<br />
  36. 36. What Happened ?<br />Customers happy.<br />Better brand recall<br />Increase in sales – as service is the key thing.<br />32000 followers<br />Over 40000 tweet<br /><br />
  37. 37. Thank you<br />Rohan Chincholi<br />Team – MC India<br />