The document discusses five consumer marketing trends that are challenging traditional advertising approaches: 1) increasing consumer skepticism and resistance to ads, 2) media fragmentation making it difficult to reach large audiences, 3) demands for improved targeting and minimization of wasted impressions, 4) higher levels of accountability and eroding consumer trust in ads, and 5) the replacement of mass marketing with targeting of niche audiences. It then provides examples of digital marketing campaigns that achieved success through behavioral targeting, contextual targeting, and optimization to improve relevance and reduce costs per acquisition or lead.

1. PLAN-B DIGITAL

2. FIVE CONSUMER MARKETING TRENDS THAT ARE TURNING THE WORLD UPSIDE DOWN Consumer skepticism and resistance to advertising Increasingly the consumer is in control Media fragmentation is out of control Given the above, the pressure is on to improve targeting – to achieve relevance and minimize waste Marketers held to new levels of accountability

3. Beware of eroding TRUST! Consumer trust in advertising has plunged 41% over the past three years Only 10% of consumers say they “trust” ads today Lee Smith COO Insight Express “ It’s just not good.”

4. Reach = 1.75 persons “ Yahoo’s future is giving people the tools to generate their own content.”

5. “ MASS REACH” IS GIVING WAY TO A WORLD OF NICHES In 1965, you could reach 80% of 18-49 year olds with 3 60-second TV spots Now, you need 120 prime-time spots! Harte Hanks : 21% of firms spend 45%+ of their entire marketing budget on “target marketing” #4 “ Mass marketing today is a mass mistake .”

6. Ever-evolving technologies are redefining how advertising is sold, created, consumed & tracked . Reach v/s Relevancy trade-off.

7. “ Can I help u?” Context is everything!

8. BEHAVIORAL & CONTEXTUAL MARKETING TAKE TARGETING TO THE NEXT LEVEL Relevancy/reach trade-off Search Behavioral Contextual Run of site Contextual and Behavioral allow you to capture interested prospects who may or may not choose to use a search engine

9. TIELS MODEL Engage Target Interest Lead Sale Conventional marketing Internet marketing Search marketing Search Marketing Bonanza Pay only on interest !!!!

10. OUR SUCCESS STORIES - HSBC Idiscoverindia.com Manya Education Ltd. IMS Learning Resources. Mercedes Benz Ltd.

11. HSBC Client Brief : To achieve x000 leads, an increase of over 200% with CPA reduction target of 25% on remittance products and services. Challenge: The central idea was to find out volume of business: Get more impressions and more clicks Critically more clicks at lower CPC (biggest) Wide range targeting Strategy: Granular optimization Leveraging gmail – going vernacular and out of the box Long tail development Setting up a campaign optimizer – key metric CPA Results: 500% increase in traffic in 3 months Rise in CPC – 10% , but 50% less than rest of the market combined 21% share of the market at the lowest CPC among the five major players During this time company turnover went up by over 200%

12. IDISCOVERINDIA.COM Client Brief : To achieve x000 leads, an increase of over 200% with CPA reduction target of 25% on leading holiday destinations in Indian online travel market. Challenge: The central idea was to find out volume of business Get more impressions and more clicks in travel related industry. Critically more clicks at lower CPC (biggest challenge) Wide range targeting and developing niche communities. Strategy: Granular optimization Leveraging word of mouth through referral programs – going regional and out of the box Long tail development Setting up a campaign optimizer – key metric CPA (cost per acquisitions). Results: 500% increase in traffic in 3 months Rise in CPC – 10% , but 50% less than rest of the market combined

13. FILLING IN THE BLANKS What is the measure of success? What is a good price to pay?