Mahesh Murthy, founder and CEO of Pinstorm's presentation on Integrating Digital Marketing at the OMCAR 2009 - The Online Marketing Summit.

1. ∫
INTEGRATING
DIGITAL
MARKETING:
THE 20 RULES
mahesh@
pinstorm.com
It’s always more beautiful
when integrated.

2. ∫
INTEGRATING
DIGITAL
MARKETING:
THE 20 RULES
mahesh@
pinstorm.com
25 years. Almost as many media.
FCB, Grey, Ogilvy, Channel V, Pinstorm.
Print, TV, Radio, Outdoor, Display, Search, Social and more.

3. ∫
1
Like the seasons,
media comes and goes.
Newspapers, Radio, TV and Digital.
Digital: Orkut, Facebook and Twitter.

4. ∫
2
The pace of change is increasing.
As are your challenges.
Insist your partner keeps up – for your own sanity.

5. ∫
3
The larger you are, the less you can
afford to miss focus.
Or manage many vendors.
Let your partner manage focus.

6. ∫
4
Every specialist becomes obsolete.
What do you do when yours does?

7. ∫
5
Digital’s bigger than you think.
65m on net, 375m on mobile. 16m on Orkut, 7m on Facebook,
0.5m on Twitter. 10 hours a day. SEC A, B+.
Bigger than English TV on key demos.

8. ∫ It all starts with your consumer.
6 Where are they? On digital? How many and how much?

9. ∫
7
Find their path online – and follow it.
Awareness? Interest? Desire? Action?

10. ∫
8
No one medium outperforms others.
No army uses just 1 weapon. Use the right mix of all.

11. ∫
9
On building awareness and branding.
Display (CPI not CPM),Contextual, Social, SEO, SMM, ORM

12. ∫
10
On generating interest.
Search (CPUV not CPC), Contextual, CPUV display, Mobile, ORM.

13. ∫ On increasing desire.
11 Landing pages, microsites, CPQL, social, review sites, mobile web

14. ∫ On catalysing action.
12 PerfectLandings, CPLV/CPA, SMS, Call, Chat, Call Center, Analytics

15. ∫ Be a master of all trades. Or a jack.
13 Be media-agnostic. Focus on audience, message. Not on medium.

16. ∫
Compensation determines incentive.
Commissions→paid media. Retainers→social. Performance pay.
14

17. ∫ Structure for integration, not division.
15 SEO, SEM, Display, Virals, Mobile, Social etc are not departments.

18. ∫
16
Visibility: on doing better SEO.
On-site: Flash, Tags, Maps, Copy, Age, Freshness.
Off-site: In-bound links, PR plan, directories, High PR pages

19. ∫
17
Reach: on doing better SEM.
Words: Long-tail, Fresh
Bids: Lower now, CAT / SCAT
Ads: 1 per word / page, languages
Landing pages: Relevance, SEO, site not page
Tracking: don’t use GA, try new stuff

20. ∫
18
Impact: on doing better display.
Size: Own the page
Construct: Movement better than still
Message: Intrigue, don’t just inform

21. ∫
19
Buzz: on doing better social media
Identity: Your own, don’t fib.
Character: Fit in before you try stand out.
Message: on network.
Blogs: own and others.
Facebook, Orkut: Apps and fans
Twitter: Deserve to be followed.

22. ∫
20
Integrate: make small look big.
Small can be nimble – move faster than others.
Look bigger to customers and prospects.
For far less money than the big guys have.

23. ∫
0
Integrate with peace.
Nothing to lose but your inhibitions.

24. ∫
One quick case.

25. ∫ 151 responses

26. ∫ 151 responses

27. ∫ An astounding 46% would change!

28. ∫ Most didn’t seem to need/use VAS

29. ∫ Perception of strengths

30. ∫ Perception of weaknesses

31. ∫
What is of value to them?

32. ∫

33. ∫ Abhishek and the minister.

34. ∫
Social Media Optimization is a set of
methods for generating publicity through
Social Media, Online Communities and
Community Websites.
Blogs
Forums
Communities
Social Networking Sites
Video/Photo Sharing websites
Virtual Reality – Second Life
Thus, focus is on driving traffic from sources other than Search Engines

35. ∫ How did we promote this?

36. ∫ SEM:

37. ∫ SEO

38. ∫ Contextual Advertising

39. ∫ On Yahoo! Answers

40. ∫ On Digg.com

41. ∫ Blog marketing
We created a blog at
myidea4india.wordpress.co
m to showcase the top ideas
that were voted for on the
myIdea website.
We use the blog to bring to
the fore what we thought
were some of the best
ideas. We elaborate on the
issues the myIdea
represented and asked
users to vote accordingly.
This is another way for our
TG to find us.

42. ∫ On Twitter

43. ∫ Viral:

44. ∫ Contextual Display

45. ∫ Contextual Display

46. ∫ Apps: Google, Facebook, Orkut

47. ∫ Pay-for-performance

48. ∫ Integration results:
• Catching up with Jaagore as the most
consumer-involving campaign in India.
– 3 weeks vs 12 months
– Only online vs crores on TV
• Queries from advertisers to use it as a
platform for ads

49. ∫
INTEGRATING
DIGITAL
MARKETING:
THE 20 RULES
Integrate and rule the world.
mahesh@
pinstorm.com
There’s no limit to how big you can get.

50. ∫
INTEGRATING
DIGITAL
MARKETING:
THE 20 RULES
Questions? Answers? SMSes?
mahesh@
pinstorm.com