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Decoding Digital DNA in India - A strategic approach for all PR Agencies

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In the advertising & marketing communication world , this is one of the most commonly debated topic, does your brand really need a Digital PR company when they have a well established conventional PR agency? More often than not, the brand assumes that their current empaneled PR agency is capable of handling any contingency or marketing problem. But in today’s digital universe, that simply isn’t the case.

When it comes to the question of a digital PR agency versus a traditional PR agency, we know that digital agencies offer capabilities that are beyond the scope of firms that focus on a more traditional public relations approach.

This presentation would help any Public Relations company to build their digital offering much more strategically and offer a much better value to their clients.

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Decoding Digital DNA in India - A strategic approach for all PR Agencies

  1. 1. Decoding Digital DNA A Strategic Approach for PR Agencies in India A presentation by Piyush Aggarwal piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  2. 2. piyush@doubleback.in www.piyushaggarwal.me @iampiyusha Before we go forward Lets go back
  3. 3. Media Flashback 2013 piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  4. 4. -5% +5% +44.64% -0.93% piyush@doubleback.in www.piyushaggarwal.me @iampiyusha Source: IAMAI
  5. 5. 14.2 Million people booked rail tickets 1.4 Million people booked air tickets 59.2 Million people purchased online 2.39 Million people uploaded matrimony profiles 2.84 Million people uploaded resume online 26 Million people joined Facebook piyush@doubleback.in www.piyushaggarwal.me @iampiyusha Source: IAMAI
  6. 6. #1 #2 #3 #4 #5 #6 #7 #8 #9 Source: Alexa 2013 2013 Top Traffic Websites in India piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  7. 7. India Users % Share 102+ Million 7.97% 21+ Million 7.00% 35+ Million 13.73% 25+ Million 7.29% 25+ Million 21.43% piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  8. 8. DISRUPTION has begun!! piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  9. 9. Here’s some data that proves this further. piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  10. 10. piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  11. 11. Not a single app of any digital publisher in Top 10 list piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  12. 12. Our existing media models are continuously getting disrupted by technology
  13. 13. Audience Trends piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  14. 14. Audience attention time is getting segmented (TV to PC > PC to Mobiles > Mobile to Wearable) piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  15. 15. Content Experience Level is becoming more Interactive + Engaging + Immersive
  16. 16. Conversation is moving away from “how do I get more leads” to “how do we engage more qualified customers” Traditional lead generation does not work in the age of eCommerce & instant gratification piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  17. 17. Advertising going Native! PROMOTE CONTENT…NOT ADS piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  18. 18. Social Media has become a Content Guzzler SELFIES VIDEOS PHOTOS LIQUID CONTENT TWEETS GAMES Social Media is killing the traditional media buy model as audience is no longer visiting websites, instead they are discovering it in real time in their social feeds. piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  19. 19. Key Learning Key Insight Content consumption is rapidly shifting from websites to apps. Build Mobile First approach. Advertising needs to become content itself & vice versa. Content Marketing can replace Social Media in near future Audience is moving away from text to more engaging formats. Focus on building video & rich Media experiences Lead generation is now demand generation. Build captive audiences through powerful engagement messages. Audience is consuming content across devices. Cross Channel + Cross Device strategy would be key. Customer’s Purchase Decision Life Cycle is getting dynamic Media Planning ways needs to re-invent for e-commerce. piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  20. 20. Market Analysis piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  21. 21. • 6.5% of total ad spend was from digital. • It is projected to touch 7.9%* of total by 2014 Source: GroupM Report Digital Ad Spend in India piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  22. 22. Digital Ad Spend - by format • Though share of display advertising is reducing but still significant enough from volume perspective. • SOLOMO (Social Local Mobile) have shown significant increase. • Video is the latest buzzword in brand space with its spends projected to touch huge proportions. piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  23. 23. Publishers (New Challengers) eCommerce (New Challengers) Ad Networks (New Challengers) piyush@doubleback.in www.piyushaggarwal.me @iampiyusha Social (New Challengers) Ad Agencies (New Challengers) Publishers (Old Masters) Search (The Old Masters) eCommerce (Old Masters) Ad Networks (Old Masters) Ad Agencies (Old Masters) The Players - Then and Now
  24. 24. Digital Revenue Channels & Services Ecosystem Creative Content Technology Media Data & Analytics Display Media Search Marketing Search Optimisation Social Media & PR Affiliate Marketing eCommerce Social API Mobile Apps CMS Design Web/SEO Content CRM eCommerce Content Video Content Social & B2B Content Mobile Content piyush@doubleback.in www.piyushaggarwal.me @iampiyusha Web Design Campaign Design Communication Design UI/UX Design HTML5 Design Google Analytics Social Monitoring Market Research Media Research MIS Digital Branding & Customer Lifecycle Management
  25. 25. Players vs Services Mainline Ad Agency Mainline Media Agency 360 Degree Digital Agency Interactive Agency Digital PR & Social Media Digital Brand Consultancy Content Marketing Company Digital Activations Creative Content Technology Media Data & Analytics Yes Yes No No No No No No Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes No No Yes Yes Yes No No Yes No Yes No Yes Yes Yes Yes Yes Yes No piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  26. 26. How to build a 360 Degree Digital Agency in India? piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  27. 27. Building 360 Degree Digital Agency I. SWOT Analysis of a PR Agency II.Building 360 Degree Digital Services III.Revenue Goal Setting IV.Region Wise Revenue Break Up V. Digital - Team Structure I. Core Team Structure II. Regional Team Structure III.Ops Team Structure VI.Sales & BD Strategy piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  28. 28. S W O T Strengths of PR Agency • Marketing Communication & Strategy • Content Strategy & Design • Public Influence & Social Outreach • Brand Consulting & Advisory • Data driven approach • Strong reputation across media & ad world • Powerful track record in execution Weakness • Lack of strong digital specific credentials • Lack of technology expertise • Limited digital offering & resources • Late entry in the market • Not offering digital as core service Opportunity • Fast growing socio-digital landscape • With Google’s Pigeon Algorithm, original content would become precursor to any website’s SEO. • Expanding retail to open local marketing opportunities. • Massive mid-sized business market. • Lack of B2B expertise across agencies Threats • Global PR companies offering stronger technology and execution prowess. • Consolidation of digital accounts by large global media houses. • Shortage of trained manpower in Digital & in particular Mobile.
  29. 29. Estimated Digital Market Size Current Digital Services offered by PR Companies • Digital Intelligence • Online Reputation Management • Digital Media Influence • Social Media Management • Content Marketing Estimated Market Size by 2017 INR 380 Crore + Creative + Media + Technology Estimated Market Size by 2017 INR 8396 Crore piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  30. 30. 360 Degree Digital Services Portfolio Creative Design Services • Digital Experience Design • Brand Storytelling • Web Design • Mobile UI Design • Digital Campaign Design • Intranet Design • Landing page design Performance Media Services • Account Planning • Media Buying • Affiliate Marketing • Search Marketing • Search Optimisation • Lead & Demand Generation • Email Marketing Digital PR & Social Media Services • Digital Intelligence • Online Reputation Management • Digital Media Influence • Social Media Management • Content Marketing • Native Advertising piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  31. 31. Digital Team Structure piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  32. 32. Digital Core Team Structure (Sample) Digital Strategy Director (India) BD, Strategy & Servicing Technology Creative Media Business Manager (North Region) Business Manager (West Region) Business Manager (South & East) Lead SEO & SEM Social Media Lead Lead Media Buying & Planning Lead - Technology Creative Head
  33. 33. Digital Regional Team Structure Business Manager (North) Business Manager (West) Business Manager (South & East) Client Servicing Executive (North) Client Servicing Executive (West) Client Servicing Executive (South & East) piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  34. 34. Media Planners Digital Ops Team Structure Head SEO & SEM Manager - Media Buying & Planning Manager - Technology Creative Head Web / HTML5 Developers App Developers Web Designers App UI Designers SEO Analysts Copy / Content Writers Project Co-ordinators SEM Executives piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  35. 35. What should be your Sales Strategy? piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  36. 36. Divide the Sales Approach into 2 parts Transactional & Experiential piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  37. 37. Transactional Selling - Pitch Verticals Sales Pitch Getting more leads & revenue opportunity by connecting the brand to targeted customers on Mobile Web & App. BFSI, Health, Travel, Education Creating mobile content & platforms for brand advocacy / thought leadership or corporate social responsibility B2B, Public Sector, Enterprise Building end to end customer lifecycle management. Maximising reach, Audience Engagement & Driving ROI eCommerce piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  38. 38. Verticals Transactional Selling - Solution BFSI, Health, Travel, Education B2B, Public Sector, Enterprise Retail, eCommerce Objective Vehicle Marketing Leads & Transactions Web / App + Content Affiliate + Display + Search + SEO + Social Thought Leadership & Engagement Web / App + Content Display + Email + SEO + Social App Downloads, App Usage, Interactivity Web / App + Content Affiliate + Mobile + Search + Email + SEO + Social piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  39. 39. Experiential Selling - Pitch Verticals Key Pitch Building powerful immersive product experiences for brand impact Auto, Gadgets, Luxury, Lifestyle, Real Estate Building powerful brand experiences on top of strong social concepts for maximising brand FMCG impact & reach. Building strong content repository and amplifying the interactivity, engagement on mobile & social. Entertainment piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  40. 40. Verticals Experiential Selling - Solution Auto, Gadgets, Luxury, Lifestyle, Real Estate FMCG, Telecom Entertainment Objective Vehicle Marketing Product Experience + Impact Online + Mobile Web + Content Display +Search + Social Brand Experience + Reach + Engagement Online + Mobile Web + Content Mobile Video & Rich Media + Search + Social + Analytics Reach + Engagement Online + Mobile Web + Content Mobile Video & Rich Media + Search + Social + Analytics piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  41. 41. 9 reasons why digital would grow further 5,000+ Mid Size Companies with >1000 cr revenue 30+ B2B Verticals which are still untouched by Digital Agencies 75000+ NGOs with little digital presence 200,000+ Small Business with >100 cr revenue Booming Start up ecosystem with 50+ start ups getting funding every quarter. Over 1500 crores of un-spent central & state budget in e-governance programmes. Booming retail & e-retail formats with over $8 billion of projected revenue. India will soon become world’s 3 largest mobile market Facebook & Google committing their strategic investments towards India in next 3-4 yrs piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  42. 42. “1000 miles journey starts with a single step.” –Chinese Proverb piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
  43. 43. Thank You Presentation by: Piyush Aggarwal Email: piyush@doubleback.in Twitter: @iamdoubleback Web: www.piyushaggarwal.me Linkedin: in.linkedin.com/in/piyushaggarwal/

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