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Understanding
Digital Marketing
and Getting it Right

Digital Media is taking the world by storm
ROI generated in a Web/TV

By 2017

campaign launched by Havas Media
for a food sector client

digital advertising

is estimated to be
worth $170 Billion

170
Vs 100

This represents

70% increase

from current levels

Web campaign
TV campaign

Adoption of Digital Media is still in early stages

70% of campaigns carried
out in 2011-2012 by

Havas Media invested

< 10% of their budget
in digital media

Digital Complements Traditional Media
Reinforces

Targets Better

communication
In campaigns where,

Expands Reach

For the AB+ population,

62%

Vs

100%
budget

Vs
20%

budget

Coverage of the
campaign increases by
5 percentage points

Offline advertisement
drives online search
for 62% of smartphone
owners

ROI higher by 20%

Factors impacting digital’s proportion in media mix
DIGITAL’S PROPORTION IN MEDIA MIX
Target
audience profile

Saturation point
in traditional media

Required Impact
-short/long term

Cost per
impression

Campaign
budget

Reach of
digital media

How to Get Digital Marketing Right?

1
3

4
Focus on content
and channel

Identify saturation
point in traditional
advertising

2
Use digital in
campaigns where
traditional media hits
saturation point

Determine the
correct allocation
of digital
in media mix

5
Measure ROI with
enhanced
conversion models

Reach out: Interested in reading the full report?
Head to http://www.capgemini-consulting.com/role-of-digital-in-media-mix
Follow us on Twitter @capgeminiconsul or email dtri.in@capgemini.com

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Understanding Digital Marketing and Getting it Right

  • 1. Understanding Digital Marketing and Getting it Right Digital Media is taking the world by storm ROI generated in a Web/TV By 2017 campaign launched by Havas Media for a food sector client digital advertising is estimated to be worth $170 Billion 170 Vs 100 This represents 70% increase from current levels Web campaign TV campaign Adoption of Digital Media is still in early stages 70% of campaigns carried out in 2011-2012 by Havas Media invested < 10% of their budget in digital media Digital Complements Traditional Media Reinforces Targets Better communication In campaigns where, Expands Reach For the AB+ population, 62% Vs 100% budget Vs 20% budget Coverage of the campaign increases by 5 percentage points Offline advertisement drives online search for 62% of smartphone owners ROI higher by 20% Factors impacting digital’s proportion in media mix DIGITAL’S PROPORTION IN MEDIA MIX Target audience profile Saturation point in traditional media Required Impact -short/long term Cost per impression Campaign budget Reach of digital media How to Get Digital Marketing Right? 1 3 4 Focus on content and channel Identify saturation point in traditional advertising 2 Use digital in campaigns where traditional media hits saturation point Determine the correct allocation of digital in media mix 5 Measure ROI with enhanced conversion models Reach out: Interested in reading the full report? Head to http://www.capgemini-consulting.com/role-of-digital-in-media-mix Follow us on Twitter @capgeminiconsul or email dtri.in@capgemini.com