Digital marketing spot on, a valuefirst group company-sandeep masurkar
Group Credentials – ValueFirst Messaging Largest Enterprise VAS player in the Country –Serving over 2 Billion Messages every Month Over 4000 Marquee Enterprise Customers Funded by a venture capital firm New Enterprise Associates (15m USD in Feb 2011) Highest transactions in the country (over 2billion/month) More than 120 people in sales, 130 people in non-sales (to service customers) Connectivity with multiple carriers with redundancy & failover Hosted architecture in state of the art data centers 24-7 Network Operations Centre Exceptional technology integration skills – SAP, Talisma, Finacle, Oracle, Navision etc.
Credentials – SpotOn Media India’s First SMS Ad network with Capacity to reach over 300 Mn Users Network of Over 100 publishers. Key relationships include Google SMS channels, Airtel, BSNL, mGinger, Way2sms, Web18, Indyarocks etc. Massive Opt-in in-house inventory with multiple social destinations of its own (Fullonsms, smsmeon,, alertrix, tagg.in). Over 6 Mn opt-in subscribers receiving alerts and consuming services every month. Working with 150 brands and executed over 500 campaigns across categories in last 18 months Tremendous expertise in Execution, Optimization of Media Budgets across business segments to deliver maximum visibility and ROI to clients. Very well rounded team with great experience in product & Media, supported by experienced ValueFirst team.
Ad-Network vs. Individual Publishers PARAMETERS SPOTON MEDIA INDIVIDUAL PUBLISHERS REACH Huge Reach Limited Reach SpotOn has a reach of 300 Mn Each publisher has a limited reach AD FORMATS Multiple Limited Dedicated, Footer, Leads etc. Not all publishers have all the formats. BUSINESS FORMATS Multiple Only Single CPM, Number only Leads, Call Not all publishers are open to CPL Latching, Profiled Leads, etc. OPTIMIZATION ON MULTIPLE Possible Not possible INVENTORIES We can chose to run campaign on Client will have to stick to only one set of multiple inventories inventory ONE POINT ACCESS One point access for everything Multiple Touch Points No need to deal with individual Clients will have to coordinate with each publishers or raise multiple invoices, publisher individually etc.
The SpotOn Advantage Multiple Ad Formats India’s First Choose from multiple ad-formats like Footer, Dedicated Ads, etc. SpotOn Media is India’s First SMS based Ad-Network. We understand the business like no one else does Platform Agnostic SMS, Voice, WAP, Mobile Applications, Online Display, Lead Generation, Customized Solutions and Digital Exceptional Campaign Planning Engagements, all at one place We know the strengths of each publisher and can get you the exact targeting and offer better campaign efficiency. Learning from past campaigns Highly targeted Campaigns With network of over 100 publishers, target your audience basis multiple parameters . One Point Access to Multiple Inventories Multiple Business Models Client doesn’t have to interact with multiple publishers Offer flexibility of multiple models of engagements i.e.., branding / for Campaigns, Execution, Payments, etc. performance/ redemption / coupons etc.
Largest Publisher Network – Over 100 Publishers Major Publisher Categories Include: – Mobile Communities – VAS Companies – Operators – Social/Networking Sites – Media Companies – Free Messaging Platform – Web portals – Media Channels • SpotOn operates as a BLIND ad-network
LOCATION TARGETINGWhat all can be targeted? Region Wise Targeting – Northern States, Southern States, etc. Operator Circle – Andhra Pradesh, Mumbai, Maharashtra, Karnataka, etc. State Targeting – Tamil Nadu, Kolkata, Delhi, etc. City Wise Targeting - Bangalore, Hyderabad, Pune, Mumbai, etc.
INCOME WISE BREAK-UPWhat can be Targeted? Students (i.e. age 18 – 22) Working Professionals Income Groups 5L and above 8L and above There would be 8-10% Spill over as per Industry Standards. Definition of HNI depends upon the product in question. For e.g. Campaign fora Smart Phone HNI could be 5L Income and above, however for a MercedesCampaign it would be 20L and above.
AGE WISE BREAK-UP 30% of the consumers are in Youth Category 62% of consumers are Salaried / Self-employed with disposable income. 8% Consumers are above 45 years of ageIn Cr There would be 8-10% Spill over as per Industry Standards.
ASSUMPTIVE TARGETINGWhat You Ask! Car owners with car value above 5L Platinum card holders MBA Aspirants Credit Card Holders Smart Phone Users What we can target, and still deliver superior responses Most users with income above 5L can afford cars today Users with 8L Income + can be assumed to have credit cards/ platinum cards Age Targeting from 18 – 24 can get good responses for MBA Aspirants Most Working professionals are moving towards owning a smart phone . With a targeting of 5L Income and above we can get desired results
SPOTON MEDIA PRODUCTS SPOTON MEDIA PRODUCTSMOBILE MARKETINGPERFORMANCE MARKETING Number Only Leads Call Latching Profiled LeadsCO-REGISTRATIONSSAMPLING
Mobile Marketing – Why Mobile Marketing? A huge market waiting to be captured Almost all SMS are read Instantaneously Targeting available on almost all parameters Reach out to audience on a Personal Device SMS Targeted campaigns result in instant call to action Generate MIS and calculate ROI for each campaign Showcase your brand to millions of highly targeted consumers Include SMS in your media mix for Higher Media Efficiencies
Various Models Available for CPM Campaigns• Footer Ad Model: – Advertiser Ad Creative can be “Appended” as a “Footer Ad (60-70 Characters) to the SMS Content being sent by publishers to their respective user-base – Footers Available Across: – FullonSMS.com – 1.4 Mn Daily – Tagg.in and - 10 Mn Daily – Google SMS Channels – 15 Mn Daily – Targeting Available – Targeting available based on Categories of Content: Business, News, Entertainment, Sports, etc.
Various Models Available for CPM Campaigns• Dedicated SMS / 160 Character SMS – Ad Creative can be pushed as a 160 Characters SMS to the Targeted Audience – Targeting Available – Targeting available across various categories like: – Age, Income, Gender, Location, etc.
Voice Integrated CPM Campaign SMS Reply TM-EDUK TM-EDUK To: 56070 Visit EdUk Exhibition and meet delegares from UK EDUK Wish to study in UK! Visiti Institutions,. Get Education UK Exhibition at information on various TIFAC, Sarvajanik Education UG/PG courses, visa requirements, Society, Surat, 15 June, 1pm scholarships, etc. – 6pm. For more information, sms EDUK to 56070 “I plan to go to UK for studies this Year and that’s why I am going to attend the British Council UK Exhibition. To know Followed with a Voice Call about admission procedure, course fees, scholarships and visas. Meet representatives from UK Institutions and find out more about MBA, Engineering, Science, Arts, Creative Courses and More. The British Council UK Exhibition at RESULTS Sarvajanik Education Society, Surat, 15 th June, 1pm to 6pm. DON’T MISS IT! Client registered higher number of Footfalls for the Exhibitions
ABOUT THE CLIENT Dr. Batra’s Positive Health Clinic is India’s largest chain of Homeopathic Clinics with a dedicatedteam of 300 Full Time Homeopaths providing Individualized Treatments 300 Doctors attend to almost 6.5 L Patients Annually Specialized Treatments Available For: Hair Children’s Ailments Skin Weight Management Respiratory Anxiety / Depression Urinary Complaints Joint Pains Women’s Problems Chronic Headaches Men’s Problems Many more… Dr. Batra’s Clinic saw the enormous potential in Mobile Marketing for promoting the SpecializedTreatments and partnered with SpotOn Media for promoting the brand and products on Mobile.
THE CAMPAIGNOBJECTIVE: Promote Specialized and Individualized Treatments from Dr. Batra’s Positive Homeopathic Clinics and Generate qualityleads resulting in Higher Appointments with the doctors.
SAMPLE CREATIVESTD-HOMEO TM-HOMEO TD-HOMEOBeing overweight and Obese Hair Loss is most common Get Rs.3000 off oncan add 7–8 years to your problem among Indian men. Homeopathic treatments ofage. Stay Young & Healthy. If not treated in time can lead Hair Fall, Skin Diseases,Homeopathic Treatments for to Baldness. Treat it now with Asthma & Poor ImmunityWeight Problems at Dr. Homeopathy. SMS DBA to from Dr. Batra’s. sms DRB toBatra’s. sms DBH to 56070 56070 to Know More 50670 to know more.
RESULTS 12,000 Leads in 2 Month and Counting Conversions Percentage on Leads Generated: 30% 4000 Appointments Fixed in 2 MonthsSUCCESS FACTORS FOR THE CAMPAIGN:• Select Treatments Only• Intelligently Designed SMS Creative• Continuous Feedback and Optimization of Campaign• Extensive Analysis from Each of the Campaign and Implementation of Learning in New Campagings.
Performance Redefined (Lead Generation through Hybrid Model)
benefits to brands All campaigns With 5 Level filtration process brands do not done as per have to worry about TRAI guidelines receiving Junk Leads With the Hybrid You get high number Model high of Contactable and SCALABILITY volume of leads Valid Leads can be generated Instant call connect with Clients get only your call center leads to genuinely higher conversions and interested leads good ROI
the lead generation process Now Open a FREE Trading Thank You! For your interest in account and enjoy Lower Users PRESS 1 BRAND. Please PRESS 1 Again if brokerage on BRANDs Trading & you wish to receive a call from Demat a/c.. To get a call from BRAND BRAND representative please PRESS 1 1st Opt-in Users PRESS 1 again Voice Messages in Vernacular Double Opt-in VOICE CAMPAIGN are sent to the Target Audience Opt-Out Message FREE opening and Users Send DH to Lower brokerage on 56070 Thank You for your response. BRAND experts will BRANDSs Trading & call you shortly. If you do not wish to be contacted Demat a/c. SMS XYZ please SMS ABC to 56070 for more details. LEADS ARE PUSHED TO CLIENT CALL CENTER SMS CAMPAIGN DIALER OR LATCHED WITH THE CALL CENTER
First Opt-In (Voice Clip 1): This could be the opt-in for the Product OR First Opt-In (Voice Clip 1): This could be the opt-in for the Product OR the Product Category the Product Category VOICE CONTENT Second Opt-In (Voice Clip 2): Second Opt-In (Voice Clip 2): This is the Confirmatory Clip OR the final creative from the brand This is the Confirmatory Clip OR the final creative from the brand In some categories like Teleshopping, Shopping, etc. Vernacular works In some categories like Teleshopping, Shopping, etc. Vernacular works well, however in BFSI, English Voice gives the best response well, however in BFSI, English Voice gives the best response LANGUAGE Professional Voice Artists v/s In-house recordings, also makes the Professional Voice Artists v/s In-house recordings, also makes theelements of voice difference in response rates. difference in response rates. VOICE QUALITY Most clips will be recorded by the Professional Voice Artists now Most clips will be recorded by the Professional Voice Artists now Male Voice works best for the BFSI Category, Technology Products (Spy Male Voice works best for the BFSI Category, Technology Products (Spy MALE/ FEMALE Cam, etc.) and Female Voice has given better responses in Tele- Cam, etc.) and Female Voice has given better responses in Tele- shopping categories VOICE shopping categories Confirmatory SMS goes to users with option to Opt-Out. Confirmatory SMS goes to users with option to Opt-Out. CONFORMATORY We can innovate here as well!! We can innovate here as well!! E.g. SMS Could say, for additional discount SMS ABC to 56070, etc. E.g. SMS Could say, for additional discount SMS ABC to 56070, etc. SMS
CHALLENGES START OF THE CAMPAIGN AND CHALLENGES •Client was doing campaigns on their own inventories and was •We started with SMS Campaigns on our networks andCase – ICICI Lombard facing challenges in scaling to achieve desired number of lead started giving additional 2000 leads to the client. NUMBER counts ONLY LEADS. •Post-TRAI guidelines, the situation was worst, as they were •The initial challenge was to match the conversion not able to target the entire available inventory percentages, that the client was getting on their own inventory. •There was a major gap in Demand and Supply of leads through various mediums. •For the same purpose we suggested the client to take up the leads directly to the call center dialer. OPPORTUNITY WE HAD •This increased the number of valid leads drastically and also •Client had already tried various SMS Creative and we knew the conversions to the client. what works on SMS. Also they were open for Number Only campaign. •The challenge was now to take leads from 2000 – 5000. With SMS alone and TRAI guidelines this was a challenge •The brand team was very open to innovations and other ideas from SpotOn / ValueFirst and willing to try out different SCALING THE CAMPAIGN AND CURRENT SCENARIO models. •We introduced Voice to the client, leads going directly to the •The client had a large enough call center to consumer 400- call center dialers. This increased the monthly lead count to 500 daily leads. 4500! •Proper dialer was being used to make these calls. •The campaign is running on voice successfully for several months now
CHALLENGES START OF THE CAMPAIGN AND CHALLENGES •We were doing SMS Campaign with Angel Broking in last FY, •We started the campaign on Voice with Single Opt-in and however after TRAI guidelines there as a huge drop in leads faced challenges with the quality of leadsCase – Angel Broking and quality of leads (hence conversions) •The client shared the feedback immediately and we decided •Client had the ability and the willingness to pay for leads and to change publishers to manage the issue the capacity to accommodate 4k to 5k leads in a month •Later with similar feedback from the client we decided to move to double opt-in campaign on voice. OPPORTUNITY WE HAD •This scaled up the campaign to 4000 leads on a monthly basis. However the client was still complaining off and on •Brand has been open in sharing the feedback regularly with about the quality of leads. us for better optimization of the campaign. •We changed the publishers and today are delivering good •AngelBroking, has been open to innovations and trying quality leads with same volumes. various models for lead generation and has been patient to make the process a success. •The client is now facing challenge with “Not Interested” category for which we are now running new creative with clear communication in all clips. CURRENT SCENARIO •The campaign is running on voice successfully with positive feedback on quality and now we will be changing the voice creative to optimize the number of valid leads. We are generating about 4500 leads in a month