Current marketing is broken. Not just the traditional way of marketing via TV, Radio and Print but also Digital.
My focus is going to be on Digital Marketing and doing it the right way.
This is not a crash course on Digital and in no way an introduction to different components of Digital. We will focus on some hardcore principles of Digital Marketing that will drive the way forward.
The Bengal Gazette—was started in 1780 under the British Raj by James Augustus Hickey. 1838 Times of India – between British & Mughal Raj
1998 Chip – Jasubhai Digital Media under license of Vogel-Veriag 2013 October, CHIP goes out of circulation
Websites allowed users to comment, reviews, articles Self publishing platforms RSS, Syndicated content, mash up content
Check Internet numbers!
Lets try to digest this quote.
Internet has moved away from websites and portals to social networking sites. Businesses are now pushed to be present on Social platforms, write blogs, provide customer service online, Even service
Remarkable content ATTRACTS visitors to your website
Remarkable content Keeps visitors ENGAGED.
Remarkable content BRINGS BACK visitors.
It is, perhaps then, unsurprising that social networking is causing the most fundamental shift in social behaviour seen since the invention of email. They have moved from being places to meet friends and stay in contact to multi-faceted platforms capable of delivering a wide variety of social needs.
One of the most interesting things about the mobile social media user is not just the range and frequency of their activity but who they are. You might be forgiven for thinking that the people at the forefront are just the youngest adopters but, in fact, our research shows the higher cost of smart phone ownership and usage means that this audience is certainly at the higher end of the socio-economic scale. They have a broader age range, more like to be aged 25-34. They are more likely to be male (63%), married (53%), have a medium to high income (62%), have a high level of education (65% have a degree or post graduate qualification). Not only are they a wealthy consumer they are also highly influential. They are more likely work in senior decision making positions within companies(25%) and are more likely to try products first (index 172) and influence others in regard to their purchases (index 157) It is clearly a significant audience and one which not only represents the future face of social media usage but a very interesting and influential audience today.
Introduction Digital Marketing - IIT Bombay's Executive Program in Management
Executive Program in Management
About the Lecturer
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
December 2013 – Till date
Master of Business Administration,
Bachelor of Engineering in Computer Science,
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.”
In 2010, Newspaper Ad Revenue was surpassed
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).
After 125 years, landlines were surpassed by
mobile phones in 2002
an era of interconnectivity
~ 250mn+ Internet Users by
More than 70% under 35
years; coming from even
A booming mobile nation
• Second largest telecom market
after China with 850M+
• More mobile screens than color
• Launch of 4G (Reliance Jio)
To consumer ‘pull’From traditional ‘push’
Reach & frequency
moods, need states ...
Our information needs have grown
Influence – consumer operated
Persuasion – marketer generated
Consideration to purchase is not linear
…the Internet has turned what
used to be a controlled, one-way
a real-time dialogue
THE FUTURE OF ADVERTISING
FAST COMPANY, NOVEMBER 17, 2010
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
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
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
Lead capturing & nurturing
Men’s body wash: A low involvement category
• Old Spice introduced body wash for men in
• 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?
• P&G’s own research: 60% of men’s
body washes were purchased by
• Sparking a conversation between
men and women on body washes
• Other entrants lacked masculine
credibility – Dove, Nivea were
perceived as ‘women’ brands.
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.
“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.
• Twitter followers increased 2700%
• Facebook fan interactions went up 800%
• Facebook fans increased 60% (from 500,000 to
• 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
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
Click to Call, Click to SMS, Click to WAP,
Click to Add to Contact/
reach to over 200Mn
Choose based on Age,
Gender, Interest Area,
Handset, Location & Bill/Charge value
Communicate in a non-
spam, value environment
Range of forms,
• Trading Desks,
• Wi Fi
1. View Commercial
2. Change colors
3. Download specs
4. Interior and Exterior
views (360 rotation)
WAP Banner Ads
money on WAP sites.
• Most of the ads are served
via Mobile Ad Networks.
• CPC, CPM, CPD
• This is how App
developers make money.
• This is how Google, Apple,
Nokia’s app platforms
Mobile Search Ads
• Operates on bid model.
• Targeting – Smartphones,
From: Cricket Alert
World Cup Group A:
IND v AUS. IND 347/9.
AUS 204/4 in 38.4
overs. Ponting 112* Lee
[AD] Enjoy World Cup
with Pepsi. Get FREE
Ford Fiesta’s – Case Study
•Ovi Maps: Weather ,Events, Burrp,
Expedia, Maps and Lonely Planet
•“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.
•Click to Call, Click to Map and Click to
Maximum response for ‘Click to Map’
Click to call
Click to Web
Click to Map
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
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
• 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.