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Similar to I media summit webchutney deck
I media summit webchutney deck
- 1. A Bioscope intothe Digital Growth in IndiaRahul NandaCo-founder & COO, Webchutney
- 3. India’s leading DigitalAgencyAnalyticsSearchConsultingMobile MarketingStrategyUI DesignWeb DevelopmentSEODigital KiosksViral MarketingContentMediaMobile Apps DevelopmentE-CommerceGames DevelopmentWAP PortalsORMSocial MediaCRMCreative Services
- 4. Internet growth inindia
- 5. Internet still notabout reach!400 Mn185 Mn165 mn585 MnMobile105 mnPrint65 Mn50 mnInternet240 mnTelevisionUrbanSource: Juxt Consult, India Online Landscape 2011
- 6. More about ‘depth’than ‘spread’61 million ‘regular’ users (46 mn urban users, 16 mn rural users)Internet reaches 29 million Indian households (avg. users per household up marginally at 2.23)Covers 11.3% of all Indian households and 5.4% of all Indians (13% urban, 2% rural)Over 4 in 5 are ‘daily’ users. Daily users’ base grew faster, at 33%73% Male, 27% Female65 Million ‘Active’ internet users in India (+28% from 2010)Active’ internet users = who have used the internet ‘in last one year’, ‘Regular’ internet users = use internet ‘at least once a month’
- 7. A marketer’s dreamTG! 75% 73% 72% 65% 64%49% 60%UrbanMale19 – 35 yearsSEC ‘A’, ‘B’, ‘C’EmployedRs.12,500+ MHIOwn an automobile in the HHSource: Juxt Consult, India Online Landscape 2011
- 8. Youth leading theweb revolutionComposition of Internet Audience 15+75%Source Comscore: State of Internet India Demographics, % Figures
- 9. Top activities onthe net62%68%94%74%web searchemailingdownload musicjob search44%47%61%53%56%47%joined online communitysocial networkingCheck general newsIM/chattingProfessional networkingPC to mobile SMSSource: Juxt Consult, India Online Landscape 2011
- 10. Online video reaches71% of Indian Internet Audience1.7 B videos viewed in India every month9.1 B minutes spent on online videos every month5th largest nation in the world in terms of online video reachSource:Comscore Video Metrix Report, 2011
- 11. Online buying pickingpace4 out of 5 internet users ‘shop’ online (search or buy online)70% increase in online buyers from last yearOnline buyers of ‘non-travel’ products (13.5 million) outnumber ‘travel’ ones (8.6 million)Most bought ‘non-travel’ products were mobile phones & accessories (56%), computer hardware and consumer electronics (35% each) and movie tickets (30%). Most bought ‘travel’ products were train tickets (83%) and air tickets (58%)50 million strong online ‘Shopper’ baseSource: Juxt Consult, India Online Landscape 2011
- 12. Top websites 2011Net-Banking/FinanceTravelE-CommerceGroupBuying/DealsIndia’s first billion dollar valuation company!Source: Juxt Consult, India Online Landscape 2011
- 13. Local language dominatestraditional mediaSource: TAM | Market: All India
- 14. What about Online?Stilla long way to go… Requires content & interactivity in local languagesSource: Doubleclick Ad Planner & Juxt Consult, India Internet Landscape 2011
- 15. Growth of Indianad industry in last 5 years…Source: Pitch-Madison Media Advertising Outlook 2011
- 16. A TALE OF2 TRUTHS
- 17. Online population growingand engaged withincreased spendingOnline spend share of overall advertising budgets ridiculously low
- 18. Online spend shareis relatively small
- 19. But growth isHigh…2009 to date, growth in ad spends (CAGR) 19% 20% 21% 22%42% Television Print OOH RadioInternetThat’s double the growth of ad-spends on TV!
- 20. What we tellour clients…Leverage the internet for its strength:Frequency and not reach
- 21. Selective and contextualtargeting
- 22. Interact and engage,not just sell (CRM)Beware of its 2 current weaknesses – mass reach, women consumers
- 23. Mobile internet –the inflexion point
- 24. 15 years ago,there were more computers in this country than mobile phonesToday, there are 10 times more mobile phones than computersFood for thought….
- 25. Internet Usage onMobile PhonesAll Mobile Users in India304 million (100%)Rural Mobile Users 146 million (48%)Urban Mobile Users 158 million (52%)Use Internet on Mobile Phone Only 0.8 million (0.3%)Use Internet on Mobile Phone & PC9.6 million (3.2%)Use Internet on Mobile Phone Only 0.9 million (0.3%)Use Internet on Mobile Phone & PC0.3 million (0.1%)Use Internet on PC Only 27.4 million (9%)Use Internet on PC Only 9.4 million (3.1%)Not use Internet at all 120 million (40%)Not use Internet at all 135 million (45%)All mobile users using Internet - 15% – 48.4 millionMobile users using Internet on Mobile Phone – 3.8% – 11.6 millionSource: Juxt Consult, India Mobile Landscape 2010
- 26. Mobile web gaining‘Volume’7.3 B Monthly mobile ad impressionsIndexed Query growth – Mobile ( top 1000 commercial queries)+50X since 2007+4X YoY30 M App downloads a week in India8XFaster adoption than PC webSource: Morgan Stanley, Mobile Internet Presentation, Feb 2011; Industry estimates, Google Indexed query Data
- 27. Barriers to growthLowerDevice & Data Costs‘Low entry cost’ will be critical for Mobile / Mobility Devices to add to the next 100m Internet users
- 28. Our Approach toDigital
- 29. The client evolutionSocialMedia Presence(FB, Twitter, LinkedIn, Blogs)2011+Acquisition / Traffic Generation (Search & Display Media)Integrated Campaigns & Social Conversations (360 approach, mobile, customer support, reputation management, ecommerce)2009-20102010-2011Brand Campaigns & Product launches (micro-sites)2005-20081999 – 2005Establishing a presence (Websites)
- 30.
- 31. What’s worked forusCase Studies
- 32. Tata Tea -Jaago ReJaagoRe’sTV campaign and voting website to promote citizens to Vote had already helped to build affinity for the Tata Tea brand. Our challenge was to take the campaign to the next level and initiate a long-term movement that would actually empower people to ‘wake up’ and change India.
- 33. So we createdIndia’s first Social ‘Change’ Network
- 34. Jaago Re –India’s First Social ‘Change’ Network
- 35. Bharat Matrimony –Biwi Ho TohAisi (My Kind of Wife) Our objective was to reach out to young bachelors and create greater awareness + preference for Bharat Matrimony – India’s number one matrimonial site.
- 36. So we createda simple and fun experience on Web + Mobile
- 37. Biwi Ho TohAisi– India’s first ‘Virtual Wife’ experience
- 38. Our objective wasto leverage brand Airtel’s association with Champions League T20 and use the cricket card to engage and interact with the Target Audience in their natural online habitats during the Airtel Champions League T20, 2010.Airtel – Real Fans
- 39. India’s first YoutubeChannel Contest
- 40. Real Fans –India’s first Youtube Contest
Editor's Notes
- #2 Digital Media is growing at a tremendous pace in India while Traditional Media such as TV is not going down. What are the aggressive approaches taken by agencies in India and how can these best practices be leveraged across SEA markets?
- #5 Add image
- #9 Source Comscore: State of Internet India Demographics:- Internet audience in India skews dramatically young: three-quarters of the web audience is under the age of 35, compared to 52% of the global average and 57% of the regional average15-24 year olds in India are the heaviest Internet users Males spend more time online than females in most age groups; the 35-44 year old age group is the exception: women spend 1.7 hours more online than males 15-24 year olds of both genders are the heaviest users overall. Typical demographic consumption pattern for emerging Internet marketJuxt Consult: India Online Demographic/Consumer Class Facts:‘25-35 years’ user segment grows further as the ‘single’ largest online age groupAlmost 2/3rd of all internet users are ‘employed’ (up by 7%), and 71% of the employed ones ‘head’ of their households 2/3rd of online Indians belong to SEC A,B and C, with claimed ‘average’ monthly family income of `18,720; 1 in 4 have a credit card Female user-ship ‘inches’ up further at 27% (but ‘housewives’ segment declines)
- #12 Second point explanation: 17 mn of 50 million ‘online shoppers’ (or 29% of all internet users), also ‘buy’ online - 70% increase from 10 million last year - 18 million credit card holders in india may 2011
- #19 Source: Pitch Madison Media Advertising Outlook 2011 Report http://www.pitchonnet.com/PitchMadisonMediaAdvertisingOutlook/Outlook-2011-Intro.asp
- #20 Source: Pitch Madison Media Advertising Outlook 2011 Report http://www.pitchonnet.com/PitchMadisonMediaAdvertisingOutlook/Outlook-2011-Intro.asp
- #25 *Note on first point: Source InMobiIndian mobile ad market grows by 27% in 90 days to 7.3 bn impressions monthly: InMobihttp://www.business-standard.com/india/news/indian-mobile-ad-market-grows-by-27-in-90-days-to-73-bn-impressions-monthly-inmobi/430611/
- #29 Consider & Buy Marketers often overemphasize the “con-sider” and “buy” stages of the journey, allocating more re-sources than they should to building awareness through ad-vertising and encouraging purchase with retail promotions.Evaluate & Advocate New media make the “evaluate” and “advocate” stages increasingly relevant. Marketing invest-ments that help consumers navigate the evaluation process and then spread positive word of mouth about the brands they choose can be as important as building awareness and driving purchase.Bond If consumers’ bond with a brand is strong enough, they repurchase it without cycling through the earlier decision-journey stages.