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Introduction Digital Marketing - IIT Bombay's Executive Program in Management

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Introduction to Digital Marketing - Get Found, Convert & Analyze functions. Presented at the Executive Program in Management at IIT Bombay's SJMSOM

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Introduction Digital Marketing - IIT Bombay's Executive Program in Management

  1. 1. Digital Marketing Executive Program in Management IIT Bombay
  2. 2. Mandar Marathe mandarmarathe.net +91-8879600206 mandar@briefkase.in mandar.marathe @mandar13 /In/mandarmarathe About the Lecturer
  3. 3. Professional Experience Software Engineer(Pune, India) June 2004 – June 2006 Technology Manager (Boston, USA) January 2008 – April 2010 Sr. Director, Client Servicing & Office Head (Mumbai, India) October 2010 – November 2013 Co-founder December 2013 – Till date
  4. 4. Academic Background Master of Business Administration, December 2007. Bachelor of Engineering in Computer Science, June 2004.
  5. 5. IT’S TIME TO OUR MARKETING! CHANGE
  6. 6. After ~245 years, encyclopedia Britannica went out of print Note: *as of 4/12, per comScore global data. Source: Kellog School of Management, Shane Greenstein and Michelle Devereux, “The Crisis at Encyclopedia Britannica.”
  7. 7. In 2010, Newspaper Ad Revenue was surpassed by Internet. Note: *America’s first newspaper ad appeared in 1704 in a Boston local newspaper, per AdAge. Internet advertising includes online newspaper advertising. Source: Print newspaper ad spending per Newspaper Association of America (NAA); Internet ad spending per Interactive Advertising Bureau (IAB).
  8. 8. 1990’s
  9. 9. A Content Democracy
  10. 10. 2.3 Bn Global Internet Users
  11. 11. After 125 years, landlines were surpassed by mobile phones in 2002
  12. 12. an era of interconnectivity ~ 250mn+ Internet Users by 2015 More than 70% under 35 years; coming from even small towns
  13. 13. A booming mobile nation • Second largest telecom market after China with 850M+ subscribers! • More mobile screens than color TVs! • Launch of 4G (Reliance Jio)
  14. 14. To consumer ‘pull’From traditional ‘push’ Reach & frequency (Persuasion) Motivations, context, experience, emotions, moods, need states ... (Participation) Our information needs have grown
  15. 15. co NETWORK TV WEBSITE RADIOMAGAZINES MASS TRANSIT GAMING MOBILE BRANDED ENTERTAINMENT VOD WEB PORTALS WIDGETS SOCIAL NETWORKING SMS VIRTUAL WORLDS OPINION SITES SEARCH BLOGS ONLINE SEEDING PODCASTS Purchase CABLE TV NEWSPAPERS BILLBOARDS WEB VIDEORETAIL IN-THEATER WORD OF MOUTH DVR Influence – consumer operated Persuasion – marketer generated Consideration to purchase is not linear
  16. 16. 20 …the Internet has turned what used to be a controlled, one-way message into a real-time dialogue with millions. DANIELLE SACKS THE FUTURE OF ADVERTISING FAST COMPANY, NOVEMBER 17, 2010
  17. 17. 21 Digital is our new business card.
  18. 18. Online provide higher reach than Print across Genres 22 8Mn TOI readers 50Mn Yahoo users
  19. 19. 23 800 k ET readers 7.2 Mn Moneycontrol users
  20. 20. 24 155k Femina readers 725k Glamsham reach
  21. 21. 25 All Auto Magazine readers < 100K 1.2MnTeam BHP users
  22. 22. YouTube has 90% of Star TV’s reach
  23. 23. 3 Mantras of Digital
  24. 24. Get Found: Create, Optimize & Promote Remarkable Content.
  25. 25. Convert: Capture, Manage & Nurture leads to win customers.
  26. 26. Analyze: Learn to make smart marketing investments that get results
  27. 27. Get Found SEO SEM Social Media Blogs Convert Lead Conversion Email Marketing Analyze Web Analytics Social Analytics Blog Analytics
  28. 28. Research Is At The Core Of The Internet
  29. 29. Keywords: The digital currency
  30. 30. Jupiter Research/Ipsos Consumer Survey 6/07 n=2123 (online users who have performed a search with a search engine in the last 6 months, Question: Within the last 6 months, which of the following prompted you to go to a search engine to look for particular info on a product/slogan/company? Real World exposure leads to Search
  31. 31. Free Traffic Paid Traffic Search Query Organic v/s Paid Traffic
  32. 32. What is SEO? SEO (Search Engine Optimization) is the process of improving the volume or quality of traffic to a web site from search engines via search results = More reach / eyeballs = More relevant audience = More business
  33. 33. What is SEM? Search Engine Marketing (SEM) is a set of marketing methods used to increase the visibility of a Web site in search engine results pages
  34. 34. PROMISE PROMISE OFFER Lead capturing & nurturing
  35. 35. Web Analytics
  36. 36. Social Media Analytics
  37. 37. Close the marketing loop! ANALYZECONVERT GET FOUND
  38. 38. Paid, Owned, & Earned Media
  39. 39. Should my company invest in Social Media?
  40. 40. Growth of Social Media in India • Social media has grown by 36% • Facebook has grown by 51% and has 82% reach
  41. 41. The gravitational pull of social networks
  42. 42. A connected generation: Social goes Mobile
  43. 43. Old Spice, P&G
  44. 44. Men’s body wash: A low involvement category • Old Spice introduced body wash for men in 2003. • By 2009, Old Spice’s share in the male body wash segment was starting to slip (Competitors: Dove, Irish Spring, Nivea) • The category was growing at 7-9% How does Old Spice generate excitement with guys who are not currently Old Spice customers and regain market share?
  45. 45. Consumer Insight • P&G’s own research: 60% of men’s body washes were purchased by women. • Sparking a conversation between men and women on body washes was essential. • Other entrants lacked masculine credibility – Dove, Nivea were perceived as ‘women’ brands.
  46. 46. http://www.youtube.com/watch?v=owGykVbfgUE
  47. 47. The Man your Man could smell Like A crusader against “lady-scented” body wash, his suave, charismatic ways appealed to both sexes…and his “look at your man, now back to me” dialogue practically forced a conversation between ladies and their guys.
  48. 48. “Response” campaign in July of 2010 A two-and-a-half-day event in which “The Man Your Man Could Smell Like” recorded 186 personalized messages to Old Spice fans who commented on YouTube, Twitter, Facebook and more. • On Day 1, the campaign received 5.9 million YouTube views, more than Obama’s victory speech after 24 hours • On Day 2, Old Spice had 8 out of the top 11 most popular videos on the web. • By Day 3, the campaign eclipsed 20 million YouTube views • And one week post-launch, the work had been seen more than 40 million times.
  49. 49. Results • Twitter followers increased 2700% • Facebook fan interactions went up 800% • Facebook fans increased 60% (from 500,000 to 800,000) • Oldspice.com traffic increased 300% • YouTube subscribers for the brand more than doubled, increasing from 65,000 to 150,000 • Old Spice also became the #1 All-Time Most Viewed and #2 Most Subscribed Branded
  50. 50. Facebook
  51. 51. Twitter
  52. 52. Engage: Reaching out proactively
  53. 53. ICICI Bank uses Twitter to resolve customer complaints and answer customer queries. It is an extension to their customer service call center.
  54. 54. LinkedIn
  55. 55. 64
  56. 56. 66
  57. 57. Why go Social? • Low cost consumer feedback alternative – Product / Service testing – Time to market – Pulse of the junta • Alternate channel to customer service – Easy routing of complaints / issues – Follow up • Connect with the youth – Next in line with purchasing power – One step ahead 69
  58. 58. Should my company invest in Mobile ?
  59. 59. 71 St. Peter’s Square
  60. 60. 1.1 Billion mobile 3G subscribers – 37% growth
  61. 61. Although we can see that smartphone penetration is growing rapidly % own a smartphone >60% 50-60% 40-50% 30-40% <30% 38% 37% 43% 59% 28% 8% 62% 40% 2 0 % 37% 2 9 % 23% 28% 45% 35% 27% 37% 44% 53% 42% 39% 22% 27% 9% 33%47% 40% 25% 18% 43% 44% 67% 43% 43% 34% 38% 37% 59% 61% 22% 44% 38% 41% 42% 24% 34% 11%28% 45% 45% 26% 37% 36% 20% 25% 29% 36% 16% 24% 34%45% 31% 11% QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)
  62. 62. With tablet penetration slowly catching up 18% 19% 14% 33% 10% 5% 11% 11% 2 0 % 15% 2 9 % 5% 34% 16% 12% 12% 12% 14% 12% 11% 13% 11% 4% 21% 17% 12% 10% 8% 20% 20% 28% 19% 12% 22% 19% 17% 32% 16% 8% 14% 11% 14% 11% 6% 8% 2% 6% 10% 18% 12% 37% 9% 6% 5% 5% 5% 6% 6% 6%11% 12% 14% 11% % own a tablet device >20% 15-20% 10-15% 5-10% <5% QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)
  63. 63. Mobile internet traffic surpasses Desktop internet traffic in May 2012 Source: Stats counter, GlobalStats
  64. 64. 4th screen or 1st screen? 884Mn mobile phones 1.5bn TVs 1.1bn PCs By 2015 5bn internet devices Majority mobile
  65. 65. An extremely personal device...
  66. 66. …that offers Interactivity Unmatched interactivity options Click to Call, Click to SMS, Click to WAP, Click to Add to Contact/ Calendar/Bookmark Reach Unparalleled reach to over 200Mn mobile users Targeting Reach your relevant audience. Choose based on Age, Gender, Interest Area, Handset, Location & Bill/Charge value Environment Communicate in a non- spam, value environment
  67. 67. With limitations Range of forms, screens & resolutions Limited real estate
  68. 68. M A R K E T E R C O N S U M E R MARKETER SERVICES • Agencies • Analytics/Data • Trading Desks, DSP’s, Ad Exchanges, Ad Networks CONSUMER SERVICES • Device manufacturers • Carriers • VOIP • Wi Fi WAP Apps VAS OS, Stores
  69. 69. QR Codes SCAN SEE 1. View Commercial 2. Change colors 3. Download specs 4. Interior and Exterior views (360 rotation) SHARE
  70. 70. WAP Banner Ads • Content providers(publishers) make money on WAP sites. • Most of the ads are served via Mobile Ad Networks. • CPC, CPM, CPD Ad Agency Mobile Ad Exchange Mobile Ad Network Mobile Ad Network Mobile Ad Network
  71. 71. In-App ads • This is how App developers make money. • This is how Google, Apple, Nokia’s app platforms make money. Ad Agency Mobile Network
  72. 72. Mobile Search Ads • Operates on bid model. • Targeting – Smartphones, carriers, GPS Ad Agency Google AdWords
  73. 73. SMS Ads From: Cricket Alert World Cup Group A: IND v AUS. IND 347/9. AUS 204/4 in 38.4 overs. Ponting 112* Lee 28 [AD] Enjoy World Cup with Pepsi. Get FREE wallpapers m.pepsi.in
  74. 74. Ads on Operator portals
  75. 75. Ads in Instant Messengers
  76. 76. Ford Fiesta’s – Case Study Ad placement •Ovi Maps: Weather ,Events, Burrp, Expedia, Maps and Lonely Planet The Offer •“All New Ford Fiesta”. Bookings Open. Find your nearest dealer !! Targeting and localization •89 outlets targeted all over India. •Ads displayed when user is within 25 miles radius of a Ford showroom. Response mechanism •Click to Call, Click to Map and Click to Web
  77. 77. Maximum response for ‘Click to Map’ CTR Click to call 6.9% Click to Web 11.1% Click to Map 16.0%
  78. 78. Coke Shadow : Mobile first • The video link was sent as SMS to over 8.7 mn users and 12 mn WAP impressions on Mobile youth platforms. • In 7 days over 4.75 lakh interactions at Rs. 9 per action
  79. 79. Why go Mobile? • 56% of smart phone users in India use mobile devices to compare prices and be informed about products. • 49% of smart phone users have changed their mind about purchasing a product/service in-store as a result of information they have gathered using a smart phone • 76% urban Indian smart phone users are heavy social network users on phones as compared to 67% who use social networks on desktops. • 50% of smart phone users have done at least one ecommerce transaction. • Of the users who have searched for a business locally, 50% users visited the website of the business, 31% made online purchases, 40% users visited the business (physical store) and 28% of the users looked up the business on map. Source: ourmobileplanet.com
  80. 80. Thank You!

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