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Framework of Digital Media Marketing in India

The document outlines the digital media marketing landscape in India, highlighting the rapid growth in mobile internet users and the importance of understanding audience demographics and behaviors. It discusses various methods of media buying in digital marketing, including performance metrics and intent-based audience targeting. Additionally, it emphasizes the need for contextual advertising strategies to engage target audiences effectively.

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AGEND A• Internet in India • Scope of digital • The marketing funnel • Types of media buy on digital media? • Knowing your audience • Talking to your audience in the right way • Connecting the dots on digital • Q&A
Indian Internet Landscape
Source: DAN E4M
Source: DAN E4M
Source: DAN E4M
33% jump in mobile internet users after launch of Jio pushes India to become the worlds 2nd largest internet user base 503 Mn354 Mn278 Mn186 Mn 2013 110 Mn Mobile Daily Time Spent on Mobile 2.03 hrs 2014 159 Mn Mobile Daily Time Spent on Mobile 2.40 hrs 2015 213 Mn Mobile Daily Time Spent on Mobile 3.06 hrs 2016 236 Mn Mobile Daily Time Spent on Mobile 3.16 hrs 2017 314 Mn Mobile Daily Time Spent on Mobile 3.50 hrs 427 Mn
Q1:15 Q2:15 Q3:15 Q4:15 Q1:16 Q2:16 Q3:16 Q4:16 Q1:17 Jio Airtel Vodafon e Idea BSNL Other
The scope of Digital
The Typical Marketing Funnel
The Marketing funnel on Digital We have moved from ‘Funnel’ to
DIGITAL MEDIA OFFERING Direct Buys Large Format Fixed Buys Site Takeovers Roadblocks Site Syncs Standard Buys CPM, CPC, CPV, ROS/RON Brand Solutions Sponsorships & Content Integrations Content Marketing Content placements Content promotion Paid Social Branding Performance SEM Brand, core, compete Programmatic Buys RTB BRAND BUILDING PERFORMANCE Media buying scope on Digital
How digital media is bought? Intent Audience Placement
Trivia time! Intent What? Audience Placement How? Where?
What does each of them deliver? Intent Audience Placement Search Engine | App store Facebook | GDN | Programmatic | Networks Sites – TOI | Yahoo Fixed | YouTube fixed Clicks | Conversions Auction | Impressions | Cost per action Fixed | Cost per day | Association Performance Performance | Engagement | Actions Brand uplift | Brand Recall | Search query uplift | Click through on core and brand keywords
Knowing your Audience
Things you need to know Demo Geo Core Interest
Knowing your Audience - Better
Customer Database Prospects identified Audiences that has shown an intent for buying from data collected over the past 1.5 years Core audiences based on the TG defined on the brief and historic data learning Buyer Data InsightsProspect Data Insights Facebook being 220 Mn audience today represents almost 1/2 of entire internet population and with the dynamic consumption based feed can be considered to be a sample for user behavior across the internet
Audiences that has shown an intent for buying from data collected over the past 3 campaigns 7M – 8M monthly active people Core audiences based on the TG defined on the brief and historic data learning 118.4K monthly active people Buyer Data InsightsProspect Data Insights 1st party Customer Data
- 81% Male Vs. 71% of Facebook audience - 83% of the TG comes from 18-34 age bracket - 79% Male Vs. 77% of Facebook audience - 84% of the TG comes from 18-34 age bracket Demographic insights – 18+
- 81% Male Vs. 77% of Facebook audience - 74% of the TG comes from 22-34 age bracket - 81% Male Vs. 77% of Facebook audience - 74% of the TG comes from 22-34 age bracket Demographic insights – 22+ The age defined by brief is 25-35 but the audience insights clearly defines that for digital we need to broaden the scope and accommodate 22-35 from a digital POV
What are they consuming? Based on the common categories consumed between custom audience and prospect audience, we have derived certain genres to be present on digital
Therefore: Digital TG Technophil e Lifestyle/Entertainment Enthusiast Auto Enthusiast General News Junky M/F 22-35 Travel Enthusiast PAN India
How to reach them efficiently?
Being Contextual is the key Native blend over disruption
Scoopwhoop sponsored article
Once-in-a-while cheat snacking is ok But long-term health ke saath no compromise Pure water boosts your immune system so you are fitter for longer Pureit Marvella Ro+ Uv FREE HOME DEMO Contextual Banner ads for Fitness Enthusiasts (Men’s Fitness)
Brand / Product Widget on TOI View More Pro ducts
Studies ke beech mein kuch masti is ok but health ke saath no compromise Fresh, cold water that’s purer than boiled water Pureit Marvella UV Pureit or nothing.
Contextual Banner ads for Finance (MoneyControl)
Measuring Success
High Click through rates or increased traffic E-commerce sales or leads Brand uplift through increased search volumes
FIN! – Questions welcome
Framework of Digital Media Marketing in India