Integrated Digital Marketing

Interactive Digital Marketing (IDM)

SVMTPL New Delhi

White Paper Version 1.0

Contacts: Saikat Ghosh

[email protected] / +91.98103 03105


OR How to Get Reach in 7 Easy Steps SV Mobile Teleshoppe Private Limited RT-401, Third floor, Rajendra Mahaveera Tower Opp. Aurobindo College, Malviya Nagar, New Delhi 110017 +91 . 11 . 26692261 / 62 / 63 / 64 | www.teleshoppe.com | SMS “MT” to 53456

mailto:[email protected]

http://www.teleshoppe.com/


SVMTPL New Delhi




What is Interactive Digital Marketing?

India’s 2011 marketing challenge is to generate higher response and sales rates from the same (or

reduced) marketing budgets.

IDM meets the challenge by cost-effectively closing every conceivable gap through which a

purchase decision may slip through before the sale is closed

Consumer behaviour Potential slip through point The IDM Solution

Business Intelligence: Validating, collating and classifying segmented consumer information

relevant to purchasing your product

Product Broadcasting: Using accurately targeted outbound calling, e-mail, search engine

optimization and bulk SMS campaigns (push) to build Awareness, Interest and Demand

Web / SMS query capture: Online enquiry forms and SMS keywords (pull) to receive customer

queries, provide product / purchase information and kick-start the sales cycle

Design and Creative promotion : Designing catalogue, posters, banners and collaterals to generate

brand awareness and provide product information

Response Management: Using dedicated response desks for telephonic/email/web support on to

satisfy the consumer’s need for immediate information 24/7/365 and capture contact details

Sales Lead Generation and PoS Activation: Outbound calling and eDM (electronic Direct Mailers)

to draw potential customers to the Point of Sale and setting up the related stalls, event venues,

contests and promotions

Social Network building and Client outreach: Building word-of-mouth repeat sales through social

networks, sending gifts and greetings on clients’ birthdays/anniversaries with regular product

updates, service offers and upgrade schemes to keep them tied in with the brand

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Do I need an air conditioner in my house?

Is a split A/C better or a window model?

What are the features of a Fedders vs. LG vs. Voltas?

I want a demo / feel the cooling power / EMI options

Will I recommend a Fedders A/C to my friends?

Business Intelligence + product broadcasting

Web / SMS query capture & response

Design & Creative promotion + Response Management

Sales lead generation + Point of Sale activation

Social networks and Client outreach

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Why Interactive Digital Marketing?

IDM offers a fractional cost1, measurably lower wastage and high response tracking ability when

compared to the traditional combination of mass media and “below the line” activity:

1. ATL or mass media (Low cost-per-contact, high wastage)

2. BTL promotions (High cost-per-contact, low wastage)

1 Calculated on average across a basket of 11 products including apparel, BFSI, consumer durables, Electronics, FMCG, Hospitality, IT, liquor, media, printers and telecom

Public at large = 1000

Category buyers = 500

Product buyers = 100

Newspaper/ Magazine

TV Radio OOH

ATL

Cost per contact = Rs. 0.08

Conversion to sales = 0.2 %

Events PoS Merchandise Loyalty Programs

BTL



Business

Intelligence

Product

Broadcasting

Design & creative

promotion

Web / SMS Query

capture

Response

Management

Sales Lead Generation and

PoS Activation

Social Networks & client

outreach

Brand buyers = 10



IDM

Rs. 100 ad spend = 2.5 units sold





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What has changed in 2011?

2011 brings Indian sales and marketing teams a first-time opportunity to stay with the consumer at

every step of the purchase process using IDM. This has become possible by combining the strength

of creative, print, online, mobile, ground activation, response management and business

intelligence. In the year 2008, India finally reached the critical mass for broadband internet,

mobile penetration, social network media reach and ground activation capability which brings this

inflexion point within reach.

Mobile connections - “TEN NEW GSM CONNECTIONS IN INDIA BY THE TIME YOU READ THIS

SENTENCE” :The Indian market set a new world record for organic monthly net additions in 2008

with an uplift of 9.99m every month, beating its own previous best of 9.90m. This is equivalent to

3.9 new connections every second. The total market reached 310.62m with a penetration rate of

27.5%

The advantages of mobile marketing over any other mass media :

1. Personal to the receiver, mass market to the sender

2. Permanently carried

3. The only always-on mass media

4. Only mass media with a built-in payment mechanism

5. Only media with accurate audience measurement (not dipstick based)



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Broadband penetration: The overall level of Internet usage is growing strongly. There were an

estimated 80 million Internet users throughout the country by end-2007 representing a penetration

of almost 8%. The Internet subscriber base in the country, as on March 31, 2007, stood at 9.3

Million as compared to 6.9 Million on March 31, 2006 registering a growth of 34.8%

Social Network Media reach: Social network media include tools for sharing information through

activities that integrate technology, telecommunications and social interaction, and the

construction of words, pictures, videos and audio. This interaction depends on the varied

perspectives and “building” of shared meaning among communities, as people share their stories

and experiences about your brand and product, the consumer category and their feedback and

opinions

Returns on Investment (RoI) from social media marketing can be measured by these 3 quantifiable

metrics:

1. Scale - # of impressions, clicks you are able to buy to have higher share of voice for your

advertiser in the segment they want to advertise on net

2. Reach – number of potential clients in terms of unique users or potential clients you are

able to expose your advertiser product

3. Technology - In terms of micro level targeting you are doing to find and map their

potential clients with your advertisers products



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IDM does not promise to be a magic wand or a miraculous marketing manna. Instead it is a logical,

scientific approach to combine the strength of all the above platforms (which are finally available)

to increase sales and response rates - not by 50% or a 100%, but significantly higher than the

conventional ATL/BTL combination

The growing faith in IDM is reflected in India’s advertising spends. New media have grown at high

rates in line with their expected potential. However, traditional media have not been

disadvantaged by this, and they have continued to show strong growth, though their share of the

total media pie has expectedly shown a slight dip. The main reasons for this are:

• Willingness of emerging advertisers to pay for impact

• Expansion of traditional media into new formats, which is helping them demand value

• A strong business environment that supports this growth

• Increase in advertisers’ spends on traditional media to maintain status quo and their willingness

to look at new media (which also tend to be cheaper options) to create differentiation

• Shift in focus from conventional target consumers (Housewife, aged 25-45 years), to include the

Male and the Youth, who are the primarily being targeted through new mediums like Mobile and

Internet, and Radio and Niche Publications

% Shares of Media 2004 2005 2006 2007 2008f Newspapers 47% 48% 48% 47% 46% Magazines 4% 4% 4% 4% 3% TV 38% 37% 37% 36% 35% Radio 2% 2% 2% 3% 4% Internet 1% 1% 1% 2% 3% Outdoor 7% 7% 7% 7% 7% Cinema - 0.3% 0.3% 0.4% 0.4% Retail Media - - 1% 1% 1%

Media Total 100% 100% 100% 100% 100%

Source: http://www.socialmedia.biz/socialmedia/index.html



SVMTPL New Delhi




SVMTPL – The industry leading partner for IDM campaigns

With 7 years of experience in cutting-edge digital marketing campaigns and self-owned and

managed infrastructure and delivery mechanisms, SVMTPL (“Teleshoppe”) has emerged as a

preferred marketing partner for India’s best brands to tap their consumers’ mindspace.

Effective promotions, targeted and focused group based strategy deployment, and marketing

plans’ roll out across all consumers - needless to say - provides a brand to reach out to a zillion

people simultaneously ! With different Industry verticals tapped, we are focusing on Brand based

strategic last mile roll outs on all digital platforms, response management, and loyalty programs

specialized in targeting the focused audiences of your organisation.

Business Intelligence:

Validated databases of over 9.5 lakh active users of Teleshoppe’s core products including

BizConnect, CampusConnect, SMS 53456, Mobile Push and eDM broadcast

All existing and new consumers categorisable by

o Name

o Address

o Location city / state

o Industry

o Contact details

E-mail address

Physical mailing address

Phone numbers

Mobile numbers

o Whether consumer is an existing user of specific products (e.g., industrial weighing

machines, printers and scanners, auto lubricants, consumer durables)

Dedicated in-house response desks available to clean up, validate, outcall and process

business-relevant consumer data

Fully customizable data flow questionnaires designed to capture the exact customer’s data

as per your needs

In-house data servers, processing software and client login control panels which let you

view, edit, select and manage your own customer data without any vendor intervention

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Product Broadcasting:

eDM creative design within your brand guidelines + campaign planning

Dedicated eDM sending server’s and webspace

o Dedicated domain (e.g., yourcompany.net.in) - does not interrupt parent website

o Assured delivery (no spam, no junk) into users’ inbox

o Automated delivery reports available to view at any time

o Targeted email broadcasts by geography / consumer profile / buying behaviour

SMS message design and campaign planning

SMS broadcast gateway with a throughput of 36,000 messages per hour

o Dedicated client control panel with secure login

o Bulk upload mobile numbers, names and addresses

o Automated scheduling of messages (plan now, send later)

o Immediate delivery to any mobile phone

o Create/edit/delete consumers mobile numbers

o Add/select/delete groups from address book

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Web / SMS query capture:

Web enabled systems – We create customised enquiry forms where your consumer can

submit a query about your product

o Individual webspaces created for each product range

o Individual “contact us” e-mail id’s and query capture tools

SMS keyword queries: Your customer just types “YOUR BRANDNAME” and sends it to the

number 53456 from any phone

o Immediate response by SMS to customer’s mobile phone

o Detailed logs available with mobile number, enquiry text, date, time, and

customer’s location

o We run and manage our own short code “53456” on all operators across India

o Two way messaging available – you broadcast an SMS message to e.g., 10 lakh users

and interested customers can just reply “YES” to the same message

Consulting on leading-edge digital solutions for corporate and industry

o Business Applications – We have successfully enable online project management

systems, accounts management modules, web file transfer interfaces and

application enable websites for clients

o E-commerce – Fully-integrated online shopping engine with 100% secure Verisign

enable payment gateway

CREDIT CARD NOT REQUIRED: Accepts all net banking accounts in India

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Accepts all credit cards issued by any major bank in India

o Other IT

o Customer services

Design & Creative promotion:

Leading edge creative ideation – “The big spark”

Brand and Design Management

o Campaign ideation, strategic alignment with brand and marketing objectives,

detailed layout and design

o Online webspace and Electronic Data Mailer (eDM) design, layout and optimization

o Print creatives, design and execution

o Event, stall and exhibition layout and dovetailing of stall elements including

backdrop, products, exhibit area, accessories and film

Individualised style elements on each eDM such as receiver’s name, address, organization,

designation

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Online + mobile promotions around the design idea with inbuilt SEO (Search Engine

Optimisation) algorithms to ensure maximized relevant reach and enhance participation

around each creative activity

Response Management:

We have set up a number of successful dedicated (in-house) and shared (off-site)

response-cell desk solutions which handle:

o Responding to inbound queries – telephonic, e-mail and SMS

o Targeted database validation and compilation from

Your existing client database (if any)

Our industry-specific databases categorised by geography, level, field and

requirements

o Inbound e-mail responses ( within 2 hours) with response auto-collation

o Inbound teleresponse desks with daily/weekly/monthly management MIS reports

Sales Lead Generation and PoS Activation:

We have set up

o Outbound calling cells with 1-10 desks to

Finalise appointments / site visits and book inbound customer traffic

Send outbound eDM (electronic Direct Mailer) campaigns on a

daily/weekly/monthly basis

The objective of all our SLG infrastructure is to draw potential customers to the Point of

Sale

We then set up Point of Sale activation which includes:

o Stalls / event venues and targeted activity at schools, colleges, building societies,

exhibition venues, dealer locations, distributor warehouses and in-office premises

o Running contests and promotions at the spot to increase brand awareness and

reach amongst the target audience who are drawn to the venue by the SLG team

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Social Network building and Client outreach:

Teleshoppe has successfully built, launched and run online and offline social networking

communities including:

CampusConnect: A web-to-mobile platform which connects 300+ top college and

schools with 1.5 lakh+ registered students across India which allows:

o The school or college to send information about exams, results, attendance,

timetables and placement information to students via a web-to-SMS platform

o Each college to create a homepage and micro-website which has information

on courses, campuses, locations, faculty and placements

o Each student to create his homepage, invite his friends, build a network, post

messages and blogs and chat on SMS even when offline

BizConnect: An email-to-mobile platform targeted at SME’s (Small and Medium

Enterprises) across India which allows:

o Each employee to check his e-mail, reply, forward, delete or attach it from his

mobile phone

o Works on all phones (not jut GPRS enabled handsets) as it is SMS dependent

o Creation of employee groups by the SME organisation

o Broadcasting of messages from the organization to the entire group

o Creation of each employees homepage with business networking including job

queries, Knowledge Exchange (KX) and work related discussion groups

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Our Communication philosophy

Our credentials :

Our Team: We bring an experienced team of professionals combining

Web Engineering strengths

Keen Communications understanding

Specialisation in Media vehicles- across media

Strong marketing skills

Content and design engine

Process orientation

Our expertise: Our domains of expertise which directly benefit your marketing strategy:

Lead generation, Lead management

Web Development, Client loyalty, Online Communications, and Marketing

Search Engine Optimisation, Search Engine Marketing

Mobile marketing and promotions

Advertising and brand management

Events, Exhibitions and promotions



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The benefit to you:

Cost: Cost of marketing material development reduces substantially as does Cost per sale

Productivity: Cost-efficient campaigns reduce time to market, quicker campaign rollout

with reusable brand components. Sales professionals will meet 2 to 4 times more

prospective customers

Speed:. Shorter ramp up times with common design and content base for online presence,

marketing promotions, event support and corporate collateral

Flexibility: Multiple programs can be commenced and concluded quickly and effectively

Results: Measurable results with clear ROI, in-house teams can be better utilised on the

field not data collection and campaign execution

Our past and present clients:

Baksons Homoeopathy

Western Union

DHL India Limited

P T Education

AHA – Air Hostess Academy

Xerox India

Pentair Water

Telebrands (as seen on TV)

HelpAge India

VLCC Healthcare

Women’s Era

Competition Success

Agrawal Packers&Movers

FairDeal Packers&Movers

Goel Packers&Movers

Hero MindMine

Clinic Dermatech

Ricoh India Limited

Asia Cryo-Cell

LifeCell India

Jaypee Group

Bethel Church

Delhi Public School

Central Cargo Packers

Anupam Sinks

M-Tech Developers

IndiaRace.com

Career Launcher

PeopleHealth.in

Amrapali Developers

Mangal Keshav

Bharti Cellular Limited

Vodafone Essar Telecom

Gr8savers India Limited

Brand One Global Impex

The Mobile Store


Integrated Digital Marketing

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