Digital Marketing India - Nandan


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Digital Marketing India - Nandan

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  • Digital Marketing India - Nandan

    1. 1. Marketing India Digital Medium
    2. 2. Communication Objective <ul><li>“ To project India as an unique opportunity for physical invigoration, mental rejuvenation, cultural enrichment and spiritual elevation along with other developments that make India a modern state with state of the art infrastructure” </li></ul>
    3. 3. Internet Strategy <ul><li>Revamped the then existing website ( in March 2002 to make it attractive, functional and resourceful to help a user plan his/her trip to India. </li></ul><ul><li>Launched First Online campaign during March 2002 – April 2002 to reach out to discerning travelers by focusing on specific destinations and themes. </li></ul><ul><li>Adopted eCRM initiatives to reinforce the brand image by sending Newsletters and mailers to the subscriber database. </li></ul>
    4. 4. Approach adopted to Plan Online Media <ul><li>International Travel Market </li></ul><ul><ul><li>Focus on popular and country specific online properties - travel sites, portals and search engines </li></ul></ul><ul><ul><ul><li>Horizontal properties important for reach, whereas travel properties form the most relevant genre </li></ul></ul></ul><ul><ul><li>Synchronize the media spends and creative routes as per the seasonality of arrival from these countries </li></ul></ul><ul><li>Domestic Market </li></ul><ul><ul><li>Media spends segregated based on </li></ul></ul><ul><ul><ul><li>Relevant innovations </li></ul></ul></ul><ul><ul><ul><li>A mix of high performing ad units and reach maximizing ad units </li></ul></ul></ul><ul><li>Focus on Innovations </li></ul><ul><ul><li>Interactive units, concepts, content plugins, emailers and contests to form an integral part of the promotion scheme for Domestic and International. </li></ul></ul>
    5. 5. Online campaigns Case Study, Impact on website
    6. 6. Online Campaign ( March 2002 – April 2002 ) <ul><li>First ever Online campaign for Ministry of tourism during the period of March 2002 – April 2002 . </li></ul><ul><ul><li>Online campaign resulted in a Click through rate of 1.2% on Indian sites and 0.45% on International sites. </li></ul></ul><ul><ul><li>More than 75 banners used for campaign. </li></ul></ul><ul><ul><ul><li>Tactical creative were used to attract maximum click-thru to the relaunched website. </li></ul></ul></ul><ul><ul><li>Approx. 55% Bonus impressions delivered . Total impressions delivered were 31Million as against a committed figure of 20million. </li></ul></ul><ul><ul><li>Cost per unique visitor Rs9 (average of International + Indian) </li></ul></ul>
    7. 7. Impact on Website <ul><ul><li>The campaign resulted in more than 13 million hits to the website per month. </li></ul></ul><ul><ul><li>Page views increased from 1,409 to 2,286,805 in less than 2 months. </li></ul></ul><ul><ul><li>Visits increased from 245 to 10,131 </li></ul></ul>
    8. 8. Page views (March 2002 – April 2002)
    9. 9. User Sessions (March 2002 – April 2002) Reports from third party server
    10. 10. Some of the creatives used
    11. 11. Internet Strategy <ul><li>A robust Response mechanism was devised to create a dialogue with the users </li></ul><ul><ul><li> was made popular through online campaign and website. </li></ul></ul><ul><li>With success of first online campaign and response mechanism, this has been adopted as an ongoing strategy. </li></ul><ul><ul><li>Subsequently many more campaigns have been launched and website has been revamped to– </li></ul></ul>
    12. 12. Online campaign (December 2002 – March 2003) <ul><ul><li>Over 100 different creative created for campaign across 12 themes. </li></ul></ul><ul><ul><li>Innovations were planned in terms of Contests on portals to increased user interaction. </li></ul></ul><ul><ul><li>Resulted in more 13 Million hits, close to 2 lac user sessions and 2.70 page views per month. </li></ul></ul>Website HITS
    13. 13. Some of the Creatives
    14. 14. Impact of campaign on the website
    15. 15. Website Relaunched - <ul><li>The “New and Fresh” Incredible India website was designed to be a showcase of all good things in India- Colours, technology, vastness, diversity and depth. </li></ul><ul><li>The site is a representative of modern India- The India with its roots firmly in place, yet forward looking and contemporary. </li></ul><ul><li>Navigation - </li></ul><ul><li>Design </li></ul><ul><ul><li>The Masthead changes with every section and actually turns out to be a particularly interactive facet, because it scrolls on mouse over! </li></ul></ul><ul><ul><li>This makes every section have a fresh appeal, with perhaps the first 3-D masthead on an Indian travel site. </li></ul></ul>
    16. 16. Website Content <ul><li>The site has the most varied content on India with respect to travel. </li></ul><ul><ul><li>Content has been segregated according to Themes, Facts and Interactivity. </li></ul></ul><ul><ul><li>Neatly arranged themes cover such diverse aspects about a region as History, Geography, Religion, Best Places to visit, People and Lifestyle, among other aspects. </li></ul></ul><ul><ul><li>The site retains links to vernacular content for Spanish, French and German language versions. </li></ul></ul><ul><li>A few extremely valuable features have been added on the site </li></ul><ul><ul><li>A virtual helpdesk with information on Embassies, Baggage, currencies and Customs rules, Visa and Permit info for all States along. </li></ul></ul><ul><ul><li>Tool Kit section with currency, Festival calendar, maps, phone codes- make the site both interactive and informative. </li></ul></ul><ul><ul><li>Section on Travel agents and tour operators </li></ul></ul><ul><ul><li>Multimedia showcase </li></ul></ul>
    17. 18. Online Campaign (18th August 2004 – 15th March 2005) <ul><li>A complete 360-degree approach. </li></ul><ul><li>Innovative site captures, Road blocks and bigger size creatives. </li></ul><ul><li>Mobile marketing </li></ul><ul><li>DVD ad insert and digital brochure insert in ZDNet India’s Technology magazine. </li></ul><ul><li>Direct marketing </li></ul><ul><ul><li>Incredible India post cards inserts along with tickets to all those who purchased railways ticket from Indian railways website. </li></ul></ul>
    18. 19. Online Campaign (18th August 2004 – 15th March 2005) <ul><li>e-CRM </li></ul><ul><ul><li>Sending newsletters and specific direct mailers to the database and registered database of esteemed travel portals. </li></ul></ul><ul><li>Contest s and polls have been an indispensable part of the campaign. Goa contest was a big success with approx. 15,000 entries across Internet and sms. </li></ul><ul><li>In addition to this, Content integration , Image/photo gallery and Destination specials were taken across portals to enhance the “Colours of India”! </li></ul>
    19. 20. Pop-Under on Home
    20. 21. Destination of the month- North East
    21. 22. Interactive Unit
    22. 23. Bigger size units 1.61% 89,479 5,564,314 CTR Clicks Impressions 0.72% 31,530 4,390,043 CTR Clicks Impressions
    23. 24. Innovative DHTML creative 3.51% 225,030 6,415,402 CTR Clicks Impressions
    24. 25. Road Block on msn
    25. 26. North East- Photogallery
    26. 27. SMS Contest Through Indiatimes- Goa Contest- Around 900 entries
    27. 28. CricInfo User Polls- Brought to you by Incredible India- On Home Page
    28. 29. Poll results Branding
    29. 30. Digit DVD Content Insertion
    30. 31. Yahoo Floating East
    31. 32. Google-Prime Visibility
    32. 33. Search Engine advertising
    33. 34. The Contest Microsite
    34. 35. LIVE Chat with Incredible Indians <ul><li>Rohit Bal </li></ul><ul><li>Euphoria </li></ul><ul><li>Shiamak Davar </li></ul><ul><li>Amman & Ayaan Ali Bangash </li></ul><ul><li>Shankar Mahadevan </li></ul><ul><li>Sanjeev Kapoor </li></ul><ul><li>Nita Mehta </li></ul><ul><li>Sonu Nigam </li></ul><ul><li>Kabir Bedi </li></ul>
    35. 37. Impact on website <ul><li>Page views increased to more than 25 million page views per month in April 05. </li></ul><ul><li>Page views have increased by almost 4.5 times in past 5 months (Dec 04 to April 05). A 429% increase in page views. </li></ul>
    36. 38. Website Stickiness <ul><li>Increase in stickiness of the site could be seen </li></ul><ul><ul><li>Number of page views generated per visit. An increase in this signifies a positive image and stickiness. </li></ul></ul><ul><ul><li>Time spent per page view </li></ul></ul><ul><li>Since the site is updated very frequently and has deep and rich content, the stickiness of the website has increased. </li></ul>38.00 April 05 34.00 Mar-05 30.56 Feb-05 20.20 Jan-05 33.03 December 04 28.69 November 04 Page views per visit Months 8 April 05 10 Mar-05 12 Feb-05 5 Jan-05 7 December 8 November Time spent per visit (mins) Months
    37. 39. Visitors <ul><li>Sudden increase in Sept-Oct 04 was due to Online campaign and “Trip Planner” on the website to support the leads. </li></ul><ul><li>Feb-March05 also saw the increase due to campaign. </li></ul><ul><li>However, due to constant updating, there has been an increase in traffic on website even in April 05, despite no active online campaign. </li></ul>
    38. 40. Geographic locations April 2005
    39. 41. New Initiatives for e-Commerce facilitation
    40. 42. New Initiatives for e-Commerce facilitation <ul><li>Association with travel marts to provide online booking solutions for total travel and related services requirements. </li></ul><ul><ul><li>To provide access to a wide pool of resources for varied options to the end users by making the site a One stop shop for all travel requirements. </li></ul></ul><ul><ul><li>To Extend reservation automation to various travel service providers (like taxi service providers for transfers & car hire; guest houses, hotels, heritage properties, etc… for accommodation services). </li></ul></ul><ul><li>One to one chat on the incredibleindia website </li></ul>
    41. 43. New Initiatives for e-Commerce facilitation <ul><li>Providing end to end packages on the website </li></ul><ul><ul><li>Hosting complete end to end packages on the website under the name of VISA Great Breaks </li></ul></ul><ul><ul><li>A new website with similar look n feel to incredibleindia site to be built as an extension of the website to enable package booking online. </li></ul></ul><ul><li>Email tracking and Database marketing </li></ul><ul><ul><li>Objective is to add interactivity to the service by tracking responses and hand-holding them to plan a visit to India. </li></ul></ul><ul><ul><li>Sending regular and relevant communication to the segregated database. </li></ul></ul>
    42. 44. Thus.. <ul><li>Ensuring 24 X 7 X 365 availability. </li></ul><ul><li>National access to pool of service providers in remote locations and International Accommodation booking. </li></ul><ul><li>Access to a wide pool of resources for varied options, not just limited to 10, 20, 50 / 100 service providers. </li></ul><ul><li>One stop shop for all travel requirements </li></ul><ul><ul><li>Reliable and Secured transactions over a reliable payment gateway. </li></ul></ul><ul><ul><li>Easy Search and booking just at the click of a button. </li></ul></ul>
    43. 45. Thank You