Introduction Digital Marketing - IIT Bombay's Executive Program in Management
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Digital Marketing
Executive Program in ManagementIIT BombayWelcome
Aboard!
Mandar Marathemandarmarathe.net [email protected]
mandar.marathe
@mandar13
/In/mandarmarathe
About the Lecturer
Professional Experience
Software Engineer(Pune, India)June 2004 – June 2006
Technology Manager (Boston, USA)January 2008 – April 2010
Sr. Director, Client Servicing & Office Head (Mumbai, India)October 2010 – November 2013
Co-founderDecember 2013 – Till date
Academic Background
Master of Business Administration, December 2007.
Bachelor of Engineering in Computer Science, June 2004.
IT’S TIME TO
OUR MARKETING!CHANGE
After ~245 years, encyclopedia Britannica went out of print
Note: *as of 4/12, per comScore global data. Source: Kellog School of Management, Shane Greenstein and Michelle Devereux, “The Crisis at Encyclopedia Britannica.”
In 2010, Newspaper Ad Revenue was surpassed by Internet.
Note: *America’s first newspaper ad appeared in 1704 in a Boston local newspaper, per AdAge. Internet advertising includes online newspaper advertising. Source: Print newspaper ad spending per Newspaper Association of America (NAA); Internet ad spending per Interactive Advertising Bureau (IAB).
1990’s
A Content Democracy
2.3 Bn Global Internet Users
After 125 years, landlines were surpassed by mobile phones in 2002
an era of interconnectivity
~ 250mn+ Internet Users by 2015
More than 70% under 35 years; coming from even small towns
A booming mobile nation
• Second largest telecom market after China with 850M+ subscribers!
• More mobile screens than color TVs!
• Launch of 4G (Reliance Jio)
To consumer ‘pull’ From traditional ‘push’
Reach & frequency(Persuasion)
Motivations, context,experience, emotions,moods, need states ...
(Participation)
Our information needs have grown
co
NETWORK TV
WEBSITE
RADIOMAGAZINES
MASSTRANSIT
GAMING
MOBILE
BRANDEDENTERTAINMENT
VOD
WEBPORTALS
WIDGETS
SOCIALNETWORKING
SMS
VIRTUALWORLDS
OPINIONSITES
SEARCHBLOGS
ONLINESEEDING
PODCASTS
Purchase
CABLE TV
NEWSPAPERS
BILLBOARDS
WEB VIDEORETAIL
IN-THEATER
WORD OFMOUTH
DVR
Influence – consumer operated
Persuasion – marketer generated
Consideration to purchase is not linear
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…the Internet has turned what used to be a controlled, one-way
message into
a real-time dialogue with millions.
DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010
“
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Digital is our new business card.
Online provide higher reach than Print across Genres
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8Mn TOI readers 50Mn Yahoo users
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800 k ET readers 7.2 Mn Moneycontrol users
24
155k Femina readers 725k Glamsham reach
25
All Auto Magazine readers < 100K
1.2MnTeam BHP users
YouTube has 90% of Star TV’s reach
3 Mantras of Digital
Get Found: Create, Optimize & Promote Remarkable Content.
Convert: Capture, Manage & Nurture leads to win customers.
Analyze: Learn to make smart marketing investments that get results
.
Get Found
SEO
SEM
Social Media
Blogs
Convert
Lead Conversion
Email Marketing
Analyze
Web Analytics
Social Analytics
Blog Analytics
Research Is At The Core Of The Internet
Keywords: The digital currency
Jupiter Research/Ipsos Consumer Survey 6/07n=2123 (online users who have performed a search with a search engine in the last 6 months,
Question: Within the last 6 months, which of the following prompted you to go to a search engine to look for particular info on a product/slogan/company?
Real World exposure leads to Search
Offline channels are driving people to search!
Free Traffic
Paid Traffic
Search Query
Organic v/s Paid Traffic
What is SEO?
SEO (Search Engine Optimization) is the process of improving the volume or quality of traffic to a web site from search engines via search results
= More reach / eyeballs = More relevant audience = More business
What is SEM?
Search Engine Marketing (SEM) is a set of marketing methods used to increase the visibility of a Web site in search engine results pages
PROMISEPROMISE
OFFER
Lead capturing & nurturing
Web Analytics
Social Media Analytics
Close the marketing loop!
ANALYZECONVERTGETFOUND
Paid, Owned, & Earned Media
Should my company invest inSocial Media?
Growth of Social Media in India
• Social media has grown by 36%• Facebook has grown by 51% and has 82% reach
The gravitational pull of social networks
What is a social
network? A site designed to allow
users to meet, communicate, share
content and build
communities.
A connected generation: Social goes Mobile
Old Spice, P&G
Men’s body wash: A low involvement category
• Old Spice introduced body wash for men in 2003.
• By 2009, Old Spice’s share in the male body wash segment was starting to slip (Competitors: Dove, Irish Spring, Nivea)
• The category was growing at 7-9%
How does Old Spice generate excitement with guys who are not currently Old Spice customers and regain market share?
Consumer Insight
• P&G’s own research: 60% of men’s body washes were purchased by women.
• Sparking a conversation between men and women on body washes was essential.
• Other entrants lacked masculine credibility – Dove, Nivea were perceived as ‘women’ brands.
http://www.youtube.com/watch?v=owGykVbfgUE
The Man your Man could smell Like
A crusader against “lady-scented” body wash, his suave, charismatic ways appealed to both sexes…and his “look at your man, now back to me” dialogue practically forced a conversation between ladies and their guys.
“Response” campaign in July of 2010
A two-and-a-half-day event in which “The Man Your Man Could Smell Like” recorded 186 personalized messages to Old Spice fans who commented on YouTube, Twitter, Facebook and more.
• On Day 1, the campaign received 5.9 million YouTube views, more than Obama’s victory speech after 24 hours
• On Day 2, Old Spice had 8 out of the top 11 most popular videos on the web.
• By Day 3, the campaign eclipsed 20 million YouTube views • And one week post-launch, the work had been seen more
than 40 million times.
Results
• Twitter followers increased 2700%• Facebook fan interactions went up 800%• Facebook fans increased 60% (from 500,000 to
800,000)• Oldspice.com traffic increased 300%• YouTube subscribers for the brand more than
doubled, increasing from 65,000 to 150,000• Old Spice also became the #1 All-Time Most Viewed
and #2 Most Subscribed Branded
Engage: Reaching out proactively
ICICI Bank uses Twitter to resolve customer complaints and answer customer queries.
It is an extension to their customer service call center.
64
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Why go Social?• Low cost consumer feedback alternative
– Product / Service testing– Time to market– Pulse of the junta
• Alternate channel to customer service– Easy routing of complaints / issues– Follow up
• Connect with the youth– Next in line with purchasing power– One step ahead
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Should my company invest in Mobile ?
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St. Peter’s Square
1.1 Billion mobile 3G subscribers – 37% growth
Although we can see that smartphone penetration is growing rapidly
% own a smartphone>60%
50-60%
40-50%
30-40%
<30%
38% 37%
43%
59%
28%
8%
62%
40%
20%
37%
29%
23%
28%
45%
35%
27%
37%
44%
53%
42% 39% 22%
27%
9%
33%47%
40%
25%
18% 43%
44%
67%
43%
43%
34%
38%
37%59%
61%22%
44%
38%
41%
42%
24%
34%11%28%
45%45%
26%37%
36%
20%25%
29%
36%
16%
24%
34%45%
31%
11%
QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)
With tablet penetration slowly catching up
18% 19%
14%
33%
10%
5%
11%
11%
20%
15%
29%
5%
34%
16%
12%
12%
12%
14%
12%
11% 13%11%
4%
21%
17%
12%
10%
8% 20%
20%
28%
19%
12%
22%19%
17%32%
16% 8%
14%
11%
14%11%
6%
8%2%
6%10%
18%
12%37%
9%
6%
5%5%
5%6%6%
6%11%
12%
14%
11%
% own a tablet device
>20%
15-20%
10-15%
5-10%
<5%
QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)
Mobile internet traffic surpasses Desktop internet traffic in May 2012
Source: Stats counter, GlobalStats
4th screen or 1st screen?
884Mn mobile phones
1.5bn TVs
1.1bn PCs
By 2015
5bn internet devices
Majority mobile
An extremely personal device...
…that offersInteractivityUnmatched interactivity optionsClick to Call, Click to SMS, Click to WAP, Click to Add to Contact/ Calendar/Bookmark
ReachUnparalleled reach to over 200Mn mobile users
TargetingReach your relevant audience.Choose based on Age, Gender, Interest Area, Handset, Location & Bill/Charge value
EnvironmentCommunicate in a non- spam, value environment
With limitations
Range of forms, screens &
resolutions
Limited real estate
MARKETER
CONSUMER
MARKETER SERVICES
• Agencies• Analytics/Data• Trading Desks,
DSP’s, Ad Exchanges, Ad Networks
CONSUMERSERVICES
• Device manufacturers
• Carriers• VOIP• Wi Fi
WAP Apps
VASOS, Stores
QR Codes
SCAN SEE1. View Commercial2. Change colors3. Download specs4. Interior and Exterior
views (360 rotation)
SHARE
WAP Banner Ads
• Content providers(publishers) make money on WAP sites.
• Most of the ads are served via Mobile Ad Networks.
• CPC, CPM, CPD
Ad Agency Mobile Ad Exchange
Mobile Ad Network
Mobile Ad Network
Mobile Ad Network
In-App ads
• This is how App developers make money.
• This is how Google, Apple, Nokia’s app platforms make money.
Ad Agency Mobile Network
Mobile Search Ads
• Operates on bid model.• Targeting – Smartphones,
carriers, GPS
Ad Agency Google AdWords
SMS Ads
From: Cricket Alert
World Cup Group A: IND v AUS. IND 347/9. AUS 204/4 in 38.4 overs. Ponting 112* Lee 28
[AD] Enjoy World Cup with Pepsi. Get FREE wallpapers m.pepsi.in
Ads on Operator portals
Ads in Instant Messengers
Ford Fiesta’s – Case Study Ad placement
• Ovi Maps: Weather ,Events, Burrp, Expedia, Maps and Lonely Planet
The Offer • “All New Ford Fiesta”. Bookings Open.
Find your nearest dealer !!
Targeting and localization• 89 outlets targeted all over India.• Ads displayed when user is within 25
miles radius of a Ford showroom.
Response mechanism•Click to Call, Click to Map and Click to Web
Maximum response for ‘Click to Map’
CTR
Click to call
6.9%
Click to Web
11.1%
Click to Map
16.0%
Coke Shadow : Mobile first• The video link was sent as SMS to over 8.7 mn users and 12
mn WAP impressions on Mobile youth platforms.
• In 7 days over 4.75 lakh interactions at Rs. 9 per action
Why go Mobile?• 56% of smart phone users in India use mobile devices to compare prices and be
informed about products.
• 49% of smart phone users have changed their mind about purchasing a product/service in-store as a result of information they have gathered using a smart phone
• 76% urban Indian smart phone users are heavy social network users on phones as compared to 67% who use social networks on desktops.
• 50% of smart phone users have done at least one ecommerce transaction.
• Of the users who have searched for a business locally, 50% users visited the website of the business, 31% made online purchases, 40% users visited the business (physical store) and 28% of the users looked up the business on map.
Source: ourmobileplanet.com
Thank You!