Decoding Digital DNA
A Strategic Approach for PR Agencies in India
A presentation by
Piyush Aggarwal
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha

piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
Before
we go
forward
Lets
go back

Media Flashback 2013
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-5% +5% +44.64% -0.93%
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Source: IAMAI

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

#1
#2 #3 #4 #5
#6 #7 #8 #9
Source: Alexa 2013
2013 Top Traffic Websites in India
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India Users % Share
102+ Million 7.97%
21+ Million 7.00%
35+ Million 13.73%
25+ Million 7.29%
25+ Million 21.43%
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DISRUPTION
has begun!!
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Here’s some data
that proves this
further.
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piyush@doubleback.in www.piyushaggarwal.me @iampiyusha

Not a single app of
any digital publisher
in Top 10 list
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Our existing media models
are continuously getting disrupted
by technology

Audience Trends
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Audience attention time is getting segmented
(TV to PC > PC to Mobiles > Mobile to Wearable)
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Content Experience Level is becoming more
Interactive + Engaging + Immersive

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

Advertising going Native!
PROMOTE CONTENT…NOT ADS
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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

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

Market Analysis
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• 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

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

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

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

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

How to build a 360 Degree
Digital Agency in India?
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha

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

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.

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

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

Digital Team Structure
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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

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

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

What should be your
Sales Strategy?
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Divide the Sales Approach into 2 parts
Transactional & Experiential
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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

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

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

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

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

“1000 miles journey starts with a single step.”
–Chinese Proverb
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha

Thank You
Presentation by: Piyush Aggarwal
Email: piyush@doubleback.in
Twitter: @iamdoubleback
Web: www.piyushaggarwal.me
Linkedin: in.linkedin.com/in/piyushaggarwal/