Digital Marketing Overview 2014
The document discusses the importance of digital media for brands. It covers how digital engagement builds brand equity through awareness, loyalty, quality perception and word-of-mouth. It also discusses how the consumer purchase funnel has changed, with evaluation and advocacy becoming more important stages that digital media can influence. Key metrics for digital campaigns like engagement, followers and sentiment are covered. The document concludes with trends like social TV and mobile usage growth in developing markets that will impact digital marketing.
In this presentation, an attempt has been made to simplify the significance of digital marketing in terms of how beneficial actually it is in boosting the business community. Let us proceed to understand further.
Workshop delivered for the Enterprise and Innovation Academy on digital marketing for SMEs and workplace teams. The workshop is divided in five parts. Introduction, Digital Disruption, Content Marketing, Social Media and Planning.
This workshop was delivered along with practical tasks in another PowerPoint presentation. Participants were also encourage to use the internet to look for answers to the some of the tasks presented.
Presentation used to support a training session run at BCF Technology to embrace digital marketing technologies tools
BCF technology is a worldwide provider of animal and veterinary diagnostic imaging solutions.
Introduction to Digital Marketing for Small BusinessLauren Hotson
This presentation was created and shared live at Salty Volt in Bali on November 3rd, 2014. It was created to paint a picture of the current digital marketing landscape and identify the main digital marketing channels that small businesses can easily access and engage to help grow their business.
In this presentation, an attempt has been made to simplify the significance of digital marketing in terms of how beneficial actually it is in boosting the business community. Let us proceed to understand further.
Workshop delivered for the Enterprise and Innovation Academy on digital marketing for SMEs and workplace teams. The workshop is divided in five parts. Introduction, Digital Disruption, Content Marketing, Social Media and Planning.
This workshop was delivered along with practical tasks in another PowerPoint presentation. Participants were also encourage to use the internet to look for answers to the some of the tasks presented.
Presentation used to support a training session run at BCF Technology to embrace digital marketing technologies tools
BCF technology is a worldwide provider of animal and veterinary diagnostic imaging solutions.
Introduction to Digital Marketing for Small BusinessLauren Hotson
This presentation was created and shared live at Salty Volt in Bali on November 3rd, 2014. It was created to paint a picture of the current digital marketing landscape and identify the main digital marketing channels that small businesses can easily access and engage to help grow their business.
“Digital marketing” is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties.
Grow Your Business through Digital Marketing - Presentation by Maureen Storey of Virtuoso Digital Marketing and Sarah Weightman of Glow Creative. Delivered to participants at the Business Exchange North East Exhibition at The Sage, Gateshead in March 2011.
This a a broad presentation that covers the main aspects of digital marketing the 2015
As the digital marketing landscape continues to grow at a rapid pace, businesses are faced with new challenges and opportunities within this digital age. Now more than ever, consumers are looking online for goods and services.
Discover how creating a power digital marketing strategy for your business can attract new customers and encourage revenue growth.
Learn the fundamentals of Digital Marketing:
Brand Awareness
Lead Generation
Customer Retention
Sample Topics Covered
Build your Online Marketing Plan
Lead generation
SEO (Search Engine Optimisation)
Adwords and paid advertising
Build Brand Awareness
Landing Pages
Email Marketing and Campaigns
Social Media Marketing
How to create your website and make it look good
#What #is #Digital #Marketing
A beginner's guide by LIWTT.
Digital Marketing is the promotion of products and services via online medium. To know more please visit: http://www.liwtt.com/what-digital-marketing/
Decoding Digital DNA in India - A strategic approach for all PR AgenciesPiyush Agarwal
In the advertising & marketing communication world , this is one of the most commonly debated topic, does your brand really need a Digital PR company when they have a well established conventional PR agency? More often than not, the brand assumes that their current empaneled PR agency is capable of handling any contingency or marketing problem. But in today’s digital universe, that simply isn’t the case.
When it comes to the question of a digital PR agency versus a traditional PR agency, we know that digital agencies offer capabilities that are beyond the scope of firms that focus on a more traditional public relations approach.
This presentation would help any Public Relations company to build their digital offering much more strategically and offer a much better value to their clients.
Digital marketing can be overwhelming. What is SEO? How can I use social media? Do I need a mobile website? Find out answers to theses digital marketing questions -- and more!
“Digital marketing” is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties.
Grow Your Business through Digital Marketing - Presentation by Maureen Storey of Virtuoso Digital Marketing and Sarah Weightman of Glow Creative. Delivered to participants at the Business Exchange North East Exhibition at The Sage, Gateshead in March 2011.
This a a broad presentation that covers the main aspects of digital marketing the 2015
As the digital marketing landscape continues to grow at a rapid pace, businesses are faced with new challenges and opportunities within this digital age. Now more than ever, consumers are looking online for goods and services.
Discover how creating a power digital marketing strategy for your business can attract new customers and encourage revenue growth.
Learn the fundamentals of Digital Marketing:
Brand Awareness
Lead Generation
Customer Retention
Sample Topics Covered
Build your Online Marketing Plan
Lead generation
SEO (Search Engine Optimisation)
Adwords and paid advertising
Build Brand Awareness
Landing Pages
Email Marketing and Campaigns
Social Media Marketing
How to create your website and make it look good
#What #is #Digital #Marketing
A beginner's guide by LIWTT.
Digital Marketing is the promotion of products and services via online medium. To know more please visit: http://www.liwtt.com/what-digital-marketing/
Decoding Digital DNA in India - A strategic approach for all PR AgenciesPiyush Agarwal
In the advertising & marketing communication world , this is one of the most commonly debated topic, does your brand really need a Digital PR company when they have a well established conventional PR agency? More often than not, the brand assumes that their current empaneled PR agency is capable of handling any contingency or marketing problem. But in today’s digital universe, that simply isn’t the case.
When it comes to the question of a digital PR agency versus a traditional PR agency, we know that digital agencies offer capabilities that are beyond the scope of firms that focus on a more traditional public relations approach.
This presentation would help any Public Relations company to build their digital offering much more strategically and offer a much better value to their clients.
Digital marketing can be overwhelming. What is SEO? How can I use social media? Do I need a mobile website? Find out answers to theses digital marketing questions -- and more!
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
4. Digital Media – Brand Equity Perspective
Brand equity: A set of brand assets and liabilities linked to a brand name and symbol,
which add to or subtract from the value provided by a product or service
David Aaker
Brand Equity
Awareness
Loyalty
Quality
Advertising
Engagement
WOM
Community
Association
Transparency
Responsive
“Cares”
5. Earlier Consumer Decision journey
The Funnel
Marketers have long used the famous
funnel metaphor to think about touch
points: Consumers would start at the
wide end of the funnel with many brands
in mind and narrow them down to a final
choice.
Consumers started with a large number
of potential brands in mind and
After purchase, their relationship with the
brand typically focused on the use of the
product or service itself.
Source: Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places.
6. Fundamental changes in purchase
• Consider & Buy: Marketers often
overemphasize the “consider” and
“buy” stages of the journey,
allocating more resources to
building awareness
• Evaluate & Advocate: Marketing
investments that help consumers
navigate the evaluation process
and then spread positive word of
mouth about the brands they
choose
• Bond: If consumers’ bond with a
brand is strong enough, they
repurchase it without cycling
through the earlier decision-journey
stages. Helps in building brand
community
Source: Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places.
7. Impact on Purchase Funnel
Global
• 51% of brand word of mouth on
internet is due to TV advertising 1
– 19% of word of mouth is due to PR, events
and brand news
• 24% decline in confidence on TV
advertising2
• 18% increase in trust on Word of Mouth
since 2007 for purchase
India
• 77% of internet users refer to online
reviews before purchase3
– Second most trusted source after friends
and family
• 21% decline in confidence on TV
advertising for purchase
Brand advocacy is an
important driver of brand
consideration and choice in
the age of social web
1Data2decision
research 2013 http://www.warc.com/LatestNews/News/TV_advertising_is_vital_to_word_of_mouth.news?ID=31155
Trust in advertising (2012) http://www.nielsen.com/us/en/reports/2012/global-trust-in-advertising-and-brand-messages.html
3Nielsen India Release (April, 2012) http://www.fi.nielsen.com/site/documents/NielsenTrustinAdvertisingGlobalReportApril2012.pdf
2Nielsen
8. Importance of digital media
Brand Engagement
Sales
Feedback
Research
Brand Community
• Consumers spend more time on digital media
• Influencers, Engage with loyalists
• Direct sales channel
• Reduce lead costs
• Instant feedback
• Reduce online negative word of mouth
• Better understand consumption patterns,
brand perceptions in social context
• Build digital brand asset for brands such as
community
11. Brand Engagement
•
•
•
•
•
Touch Point
• Since consumer spend more time on digital, it
becomes an important touch-point
Brand Recall
• Aid brand recall
Loyalty
Sharing
• Brand activity is visible through social nature of
digital media
Engagement requires
•
•
•
Research - Right understanding of audience
Targeting – Effective targeting through media planning tools
Execution – Creative that integrates desired brand positioning with
target audience understanding
12. Digital Campaign
Stage 1
Setting Objectives
Metrics
Brand Awareness
Sales
Share of Voice
Sentiment
Growth in
community
Engagement
Stage 2
Conceptualize
Stage 3
Execute
Factors
1. Brand
personality
2. Integration with
overall
communication
3. Understanding
Target Audience
Factors
1. Decide Platforms
2. Media Buying
3. Engagement
tools
4. Optimizing
media (CTR,
CPM, CPC)
Stage 4
Measure
Factors
1. Use of analytics
tools
2. ROI – Sales,
Community
membership,
Engagement
13. Key success factors
Aligned
with brand
personality
Why digital campaigns go wrong?
Key
factors
Integrated
Target
Audience
Not aligned with the overall
brand positioning
Not integrated with other
communication such as TV, Print,
Radio etc.
Lack of understanding of the
digital habits of the target
audience
15. Platforms
Important question to ask?
Is the platform aligned with
my objectives?
Does it help build a brand
community?
Is it helping create a digital
asset?
Source: Mahesh Murthy - RoI in social marketing: some metrics. By Mahesh Murthy of Pinstorm
16. Common Mistake
Chasing Facebook Fans!
• Typically less than 5% of
your updates are shown
to your fans
• You need a sponsored
story to reach your own
fans
• Every time you need to
engage with Fans, you
need to spend more!
Is Facebook page a digital asset for a
brand?
Source: Mahesh Murthy - RoI in social marketing: some metrics. By Mahesh Murthy of Pinstorm
17. Why did this happen?
• Facebook is a Social Networking platform
• With more ads and brand updates, user loose interest, which
harms Facebook as a platform
• Facebook stock price was declining
• To boost revenues, stock price, brands were asked to pay more
to reach their own fans
• Facebook has launched new ad formats – In feeds, and video!
18. Pepsi vs. Coke during IPL 2013
IPL 2013 season
Pepsi’s share of voice was back to the same level after investing heavily in IPL
2013
Source: Pepsi vs. Coke study – Drizzlin Media
26. Example: Dove Real Beauty
Dove's real beauty story is almost 9
years old, which began with market
research in 2004 that indicated that
only 4% of women in the world
consider themselves beautiful.
Dove’s campaign received more
than 60 million visits
of women in the world
consider themselves
beautiful.
30. Influencers
•
•
•
Followers
•
An existing follower base
Credibility
•
Credibility on a topic e.g. cooking, automobiles
Community
•
Belong to a community (social and psychological) and have a strong influence
How to go about influencer engagement?
Identify Target
Audience
Identify
influencers
• Tools (Statsit)
• Blog Aggregators
Promote
Influencer
engagement
Measure
Engagement
33. Social CRM
Not responding to angry consumers on social media on time has the
potential to be a PR disaster!
• Consumer are powerful
• Rants can go viral
• Consumer can organize in groups
• It requires you to be
• Proactive
• Responsive
• Sympathetic to problems
• Engaging in follow-up
• Common metrics
• First response Turn Around Time (TAT)
• Resolution response TAT
35. How should I measure whether the activities on
digital media have been successful or not?
36. ROI
ROI from a tactical to strategic continuum
Tactical
Sales
Equity
Share of Voice
Growth in traffic
Engagement
Growth in Fans
Strategic
Market Share
Sentiment
Growth in followers
Click through rate Cost per click
38. Second Screen
Developing countries are
driving global internet and
mobile usage growth1
Country
China
India
Indonesia
2008-11 Additional
Internet users (Mn)
215
69
37
2011 Internet Users (Mn) Y/Y Growth
513
121
55
12%
38%
22%
Population
penetration
0.38
0.1
0.23
Philippines
28
34
44%
0.35
U.S.A
15
245
1%
0.79
Smartphones (2013) 3
India Stats(2013) 2
70-80% growth in smartphone
sales in 2014 will be driven by
BRIIC nations
61.4% growth prediction in
smartphone sales in India
19% CAGR in BRIIC markets
predicted between 2012-2016
74% of all internet users use social39.7 million active mobile internet
media
user base
62 million urban social media
32.5 million active social
users
networking users
82% penetration of social media 18.2 million of active Mobile
in college students
Internet users access social
77% of Indian users use mobile formedia
social media
1KPCB
Mobile Internet Usage 2
India (2013)
2012 Digital Trends http://kpcb.com/insights/2012-internet-trends
2Internet and Mobile Association of India (IAMAI) and Indian Market Research Bureau (IMRB) http://www.informationweek.in/internet/13-0314/77_percent_of_indian_users_use_mobile_for_social_media.aspx
3 Canalys (2013) http://www.canalys.com/newsroom/developing-markets-will-drive-smart-phone-market-growth-2013
40. Social TV
• Internet did not kill TV!
• Socially integrated viewing experience has assuaged the initial fears
of some professionals in the television industry who wondered if social
media would drastically reduce the amount of time people might
spend in front TV
• Social media is now recreating “group viewing” with people talking
about programs on spaces created by broadcasters
• This intersection of TV and social media has led to the emergence of
“Social TV”
• online social interactions that occur between viewers while watching
television
41. Social Media is helping TVCs
• Growing popularity of social media has coincided with the decline of a consumer’s use of
traditional media1.
– Growth of social media is driving popularity of Television Commercials (TVCs).
• Spikes in online conversations around huge events like the Cricket matches, IPL, or the
Oscars show how digital conversation is driving more people to tune in
• 43% people follow social media conversations about a TV program on a companion
mobile device while watching the program2
Social Media users following conversations while watching TV (2013)2
Category
Developing Countries
Developed Countries
Passive listening
30%
17%
Active engagement
27%
10%
• Need to target engaged audience
due to declining attention span of
consumer
S.no:
Attention span statistics1
Data
1
The average attention span in 2012
8 seconds
2
The average attention span in 2000
12 seconds
1Treadway, C., & Smith, M. (2010). Facebook marketing: An hour a day.Indianapolis, IN: Wiley
2Motorola engagement research. Analysis of video consumption habits of 9,500 consumers across 17 markets globally
http://mediacenter.motorola.com/Press-Releases/Mobile-Devices-and-DVRs-Shifting-Global-Media-Consumption-3c1d.aspx
3 Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: “Not Quite the Average: An Empirical Study of Web Use,” in the ACM
Transactions on the Web, vol. 2, no. 1 (February 2008) (Sample: 59,573 page views)
42. Examples: Super Bowl
Super Bowl XLVII set a new All-Time Record in social TV with 30.6M social media
comments. Twitter accounted for 27.7M, public Facebook accounted for 2.8M
Sources
https://wordpress.bluefinlabs.com/blog/2013/02/04/super-bowl-up-150-in-social-tv-sets-new-all-time-record/
http://mashable.com/2012/02/06/super-bowl-xlvi-social-tv-stats/
43. Sustainability
One of the biggest challenges in
sustainability till now has been the
unwillingness of consumers to pay more for
goods that took care of the society.
A recent study by Nielsen that surveyed
more than 29,000 global respondents found
out that the percentage of people willing
to reward companies that gave back to
the society had increased to 50% in 2013
Impact on countries such as India
from 45% in 2011
The demographic willing to spend more is
also the demographic that is more active
on social media
Source: http://www.domainofhope.com/2013/08/companies-bill-and-csr-to-impact-indian.html
Companies Bill and CSR to
impact Indian Social
Media investments
44. Example: Unilever “Project Sunlight”
Project Sunlight campaign -- a sustainable lifestyle initiative.
Project Sunlight launched Brazil, India, Indonesia, the UK and the US, is encouraging
parents to join what Unilever sees as a growing community of people who want to
make the world a better place for children and future generations.
Impact: 11 million+ views
Sources:
http://adage.com/article/the-viral-video-chart/unilever-s-project-sunlight-campaign-makes-viral-chart/245439/
http://www.unilever.com/mediacentre/pressreleases/2013/Unileverlaunchesprojectsunlightanewinitiativetoinspiresustainableliving.aspx
46. Industry
Digital media industry has
Creative
Ad
Research
Digital
Media
Media
buying
Tech
PR
• Pure creative agencies that
conceptualize and create digital
campaigns
• Old ad and PR agencies who have
extended their services to digital
• Technology companies that work
on customized solutions such as
websites, applications etc.
• SEO, SEM
• Technology companies that
provide analytics and intelligence
• Media buying companies and
customized media owners
• Includes SEM, Facebook, YouTube ads
48. Additional Reads
Adage Digital
http://adage.com/channel/digital/20
Branding in the Digital Age: You’re Spending Your Money in All the Wrong
Places
http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-allthe-wrong-places/ar/1
Redefining Advertising: How 2013 Transformed Digital Marketing
http://www.google.co.in/think/infographics/redefining-advertising.html
RoI in social marketing
http://www.slideshare.net/maheshmurthy/ro-i-in-social-marketing-some-metrics-bymahesh-murthy-of-pinstorm