Decoding Digital DNA in India - A strategic approach for all PR Agencies
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Transcript of Decoding Digital DNA in India - A strategic approach for all PR Agencies
www.piyushaggarwal.me @[email protected]
Decoding Digital DNAA Strategic Approach for PR Agencies in India
A presentation by Piyush Aggarwal
www.piyushaggarwal.me @[email protected]
Media Flashback 2013
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14.2 Million people booked rail tickets
1.4 Million people booked air tickets
59.2 Million people purchased online
2.39 Million people uploaded matrimony profiles
2.84 Million people uploaded resume online
26 Million people joined Facebook
Source: IAMAI
#1
#2 #3 #4 #5
#6 #7 #8 #9
Source: Alexa 2013
2013 Top Traffic Websites in India
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www.piyushaggarwal.me @[email protected]
102+ Million 7.97%
21+ Million 7.00%
35+ Million 13.73%
25+ Million 7.29%
25+ Million 21.43%
India Users % Share
DISRUPTIONhas begun!!
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Our existing media models are continuously getting disrupted by technology
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Audience Trends
Audience attention time is getting segmented(TV to PC > PC to Mobiles > Mobile to Wearable)
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Content Experience Level is becoming more Interactive + Engaging + Immersive
Conversation is moving away from “how do I get more leads”
to “how do we engage more qualified customers”
Traditional lead generation does not work in the age of eCommerce
& instant gratification
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SELFIES
VIDEOS
TWEETSLIQUID CONTENT
PHOTOS
GAMES
Social Media has become a Content Guzzler
Social Media is killing the traditional media buy model as audience is no longer visiting websites, instead they are discovering it in real
time in their social feeds.www.piyushaggarwal.me @[email protected]
www.piyushaggarwal.me @[email protected]
Key LearningContent consumption is rapidly shifting from websites to apps. Build Mobile First approach.
Advertising needs to become content itself & vice versa.
Content Marketing can replace Social Media in near future
Audience is moving away from text to more engaging formats.
Focus on building video & rich Media experiences
Lead generation is now demand generation.
Build captive audiences through powerful engagement messages.
Key Insight
Audience is consuming content across devices.
Cross Channel + Cross Device strategy would be key.
Customer’s Purchase Decision Life Cycle is getting dynamic
Media Planning ways needs to re-invent for e-commerce.
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Market Analysis
• 6.5% of total ad spend was from digital.
• It is projected to touch 7.9%* of total by 2014
Source: GroupM Report
Digital Ad Spend in India
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• Though share of display advertising is reducing but still significant enough from volume perspective.
• SOLOMO (Social Local Mobile) have shown significant increase.
• Video is the latest buzzword in brand space with its spends projected to touch huge proportions.
Digital Ad Spend - by format
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www.piyushaggarwal.me @[email protected]
Publishers (New Challengers)
eCommerce (New Challengers)
Ad Networks (New Challengers)
Social (New Challengers)
Ad Agencies (New Challengers)
Publishers (Old Masters)
Search (The Old Masters)
eCommerce (Old Masters)
Ad Networks (Old Masters)
Ad Agencies (Old Masters)
The Players - Then and Now
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Digital Revenue Channels & Services Ecosystem
TechnologyCreative Content Media Data & Analytics
Display Media
Search Marketing
Search Optimisation
Social Media & PR
Affiliate Marketing
eCommerce
Social API
Mobile Apps
CMS Design
Web/SEO Content
CRM
eCommerce Content
Video Content
Social & B2B Content
Mobile Content
Web Design
Campaign Design
Communication Design
UI/UX Design
HTML5 Design
Google Analytics
Social Monitoring
Market Research
MIS
Media Research
Digital Branding & Customer Lifecycle Management
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Mainline Media Agency
Mainline Ad Agency
360 Degree Digital Agency
Interactive Agency
Digital PR & Social Media
Digital Brand Consultancy
Content Marketing Company
Digital Activations
Creative Content Technology Media Data & Analytics
Yes Yes No No No
Yes YesNo No No
Yes Yes YesYes Yes
Yes Yes Yes YesNo
Yes Yes No No Yes
Yes Yes No No Yes
YesNo Yes YesNo
Yes Yes Yes Yes No
Players vs Services
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How to build a 360 Degree Digital Agency in India?
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Building 360 Degree Digital Agency
I. SWOT Analysis of a PR Agency
II.Building 360 Degree Digital Services
III.Revenue Goal Setting
IV.Region Wise Revenue Break Up
V. Digital - Team Structure
I. Core Team Structure
II. Regional Team Structure
III. Ops Team Structure
VI.Sales & BD Strategy
S WO T
Strengths of PR Agency• Marketing Communication & Strategy • Content Strategy & Design • Public Influence & Social Outreach • Brand Consulting & Advisory • Data driven approach • Strong reputation across media & ad world • Powerful track record in execution
Weakness• Lack of strong digital specific credentials • Lack of technology expertise • Limited digital offering & resources • Late entry in the market • Not offering digital as core service
Opportunity• Fast growing socio-digital landscape • With Google’s Pigeon Algorithm, original
content would become precursor to any website’s SEO.
• Expanding retail to open local marketing opportunities.
• Massive mid-sized business market. • Lack of B2B expertise across agencies
Threats• Global PR companies offering stronger
technology and execution prowess. • Consolidation of digital accounts by
large global media houses. • Shortage of trained manpower in Digital
& in particular Mobile.
Current Digital Services offered by PR Companies • Digital Intelligence • Online Reputation Management • Digital Media Influence • Social Media Management • Content Marketing
Estimated Market Size by 2017 INR 380 Crore
+ Creative
+ Media
+ Technology
Estimated Market Size by 2017 INR 8396 Crore
Estimated Digital Market Size
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360 Degree Digital ServicesPortfolio
Creative Design Services
• Digital Experience Design • Brand Storytelling • Web Design • Mobile UI Design • Digital Campaign Design • Intranet Design • Landing page design
Performance Media Services
• Account Planning • Media Buying • Affiliate Marketing • Search Marketing • Search Optimisation • Lead & Demand Generation • Email Marketing
Digital PR & Social Media Services
• Digital Intelligence • Online Reputation
Management • Digital Media Influence • Social Media Management • Content Marketing • Native Advertising
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www.piyushaggarwal.me @[email protected]
Digital Team Structure
Digital Strategy Director (India)
Business Manager (North Region)
Business Manager (West Region)
Business Manager (South & East)
Social Media Lead
Lead SEO & SEM
Lead Media Buying & Planning
Lead - Technology Creative Head
Digital Core Team Structure (Sample)
BD, Strategy & Servicing Technology Creative Media
Digital Regional Team Structure
Business Manager (North)
Business Manager (West)
Business Manager (South & East)
Client Servicing Executive (North)
Client Servicing Executive (West)
Client Servicing Executive (South & East)
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Media Planners
Head SEO & SEM
Manager - Media Buying & PlanningManager - Technology Creative Head
Web / HTML5 Developers
App Developers
Web Designers
App UI Designers
SEO Analysts
Copy / Content Writers
Digital Ops Team Structure
Project Co-ordinators
SEM Executives
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www.piyushaggarwal.me @[email protected]
What should be your Sales Strategy?
Divide the Sales Approach into 2 partsTransactional & Experiential
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Transactional Selling - Pitch
Getting more leads & revenue opportunity by connecting the brand to targeted customers on Mobile Web & App.
BFSI, Health, Travel, Education
Creating mobile content & platforms for brand advocacy / thought leadership or corporate social responsibility
B2B, Public Sector, Enterprise
Verticals Sales Pitch
Building end to end customer lifecycle management. Maximising reach, Audience Engagement & Driving ROI
eCommerce
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BFSI, Health, Travel, Education
B2B, Public Sector, Enterprise
Verticals
Retail, eCommerce
Leads &
Transactions
Web / App +
Content
Affiliate + Display + Search + SEO +
Social
Thought Leadership &
Engagement
Web / App +
ContentDisplay + Email +
SEO + Social
App Downloads, App Usage, Interactivity
Web / App +
Content
Affiliate + Mobile + Search + Email +
SEO + Social
Objective Vehicle Marketing
Transactional Selling - Solution
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Experiential Selling - Pitch
Building powerful immersive product experiences for brand impact
Auto, Gadgets, Luxury, Lifestyle,
Real Estate
Building powerful brand experiences on top of strong social concepts for maximising brand impact & reach. FMCG
Verticals Key Pitch
Building strong content repository and amplifying the interactivity, engagement on mobile & social.
Entertainment
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Auto, Gadgets, Luxury, Lifestyle,
Real Estate
FMCG, Telecom
Verticals
Entertainment
Product Experience +
Impact
Online + Mobile Web
+ Content
Display +Search + Social
Brand Experience +
Reach + Engagement
Online + Mobile Web
+ Content
Mobile Video & Rich Media + Search + Social + Analytics
Reach + Engagement
Online + Mobile Web
+ Content
Mobile Video & Rich Media + Search + Social + Analytics
Objective Vehicle Marketing
Experiential Selling - Solution
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5,000+ Mid Size Companies with >1000 cr revenue
30+ B2B Verticals which are still untouched by Digital Agencies
75000+ NGOs with little digital presence
200,000+ Small Business with >100 cr revenue
Booming Start up ecosystem with 50+ start ups getting funding every
quarter.
Over 1500 crores of un-spent central & state budget in e-governance programmes.
Booming retail & e-retail formats with over $8 billion of projected
revenue.India will soon become world’s 3
largest mobile marketFacebook & Google committing
their strategic investments towards India in next 3-4 yrs
9 reasons why digital would grow further
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www.piyushaggarwal.me @[email protected]
–Chinese Proverb
“1000 miles journey starts with a single step.”
Presentation by: Piyush Aggarwal
Email: [email protected] Twitter: @iamdoubleback Web: www.piyushaggarwal.meLinkedin: in.linkedin.com/in/piyushaggarwal/
Thank You