Market Research Report : Digital marketing in india 2015 - Sample

Digital Marketing in India

July 2015

2

SAMPLE

DIGITAL MARKETING IN INDIA 2015.PPT

Executive Summary

Market

Digital marketing is the promotion of a brand or a product through one or more forms of electronic media

Digital marketing business in India is expected to reach ~INR x bn within 2019 at a growth rate of y% CAGR

It is slated to generate around 40% of the revenues for the topmost companies in India

Drivers & Challenges

Competitive Landscape

Drivers

Huge Domestic Internet Base

Growth in Access to Smartphones and Tablets

Positive Consumer Attitude towards Online Media

Growth in Demand for Rich Digital Content

Proliferation of Revenue Streams

Challenges

Measurement of Efficiency

Inconsistent Internet Coverage

Absence of Vernacular Support

Trends

Advent of Mobile Marketing

Content Marketing Emerges as the New Buzzword

Video and Image-Based Marketing

Real Time Marketing

Major Players

Player 1 Player 2 Player 3


3

•Macro Economic Indicators

•Introduction

•Market Overview

•Digital Marketing Types

•Digital Marketing Tools

•Drivers & Challenges

•Trends

•Competitive Landscape

•Strategic Insights

•Appendix


4

Economic Indicators (1/3)

INR tn

Q4 Q3 Q2 Q1

2013-14 2012-13 2011-12 2010-11

GDP at Factor Cost: Quarterly

Inflation Rate: Monthly

Aug 2013 - Sep 2013 Oct 2013 - Nov 2013

%

Nov 2013 - Dec 2013 Jul 2013 - Aug 2013 Sep 2013 - Oct 2013


SAMPLE

5 DIGITAL MARKETING IN INDIA 2015.PPT


•Introduction

•Market Overview




•Trends



•Appendix

6

SAMPLE A comparison detailing the new component in the cycle that has evolved over time

Text

Text

Text

Text

Text

Text

Text

Classical Awareness Process Building Engagement with Users

Traditional Media Pyramid Social Media Pyramid


Online Marketing – Where it pitches



•Introduction

•Market Overview




•Trends



•Appendix

8

SAMPLE Increased focus on digital platform is paving the way for digital marketing in India

Digital Marketing – India Overview


• India is considered to be emerging as a digital outsourcing hub for diverse services including online advertising, social media and website design

• Online advertisement and mobile advertisement form the two major chunks of digital marketing

• The digital marketing industry indicates a promising future with an annual growth rate of ~B% over the next five years

• Rising demand for digital marketing is spurred by the increased use of the internet and mobile phones along with a fast growing e-commerce business

• However, there is a dearth of skilled professionals in this space and companies are struggling to hire people

• Areas for digital marketing growth include e-commerce, which is the chief taker of digital marketing professionals, along with social marketing, content creation and management, search marketing, email marketing, analytics and video production

Digital Marketing – Market Size and Growth

INR bn

B%

2019e 2018e 2017e 2016e 2015e 2014

Note: Market size definition of Digital Marketing includes Online Advertisement and Mobile Advertisement, amongst the major components of Digital Marketing

9

SAMPLE Digital Marketing – India Snapshots

Revenue Generation (2014)

Unit %

Webcasts Video Website Development

Mobile Marketing

Search Marketing

Email Marketing Social Media

Percentage Share in Spending in Different Online Marketing Segments in India for 2013

10%

10%

40%


40%

10%

10%

Text

Spend in Total Media Advertising (2015e)

Text

Digital Marketing – India Overview (2/4)



•Introduction

•Market Overview




•Trends



•Appendix

11

SAMPLE A snapshot that shows how much social media marketing gets translated into ROI

Try new things based on friends’ suggestions and then

making a purchase

Encourage friends to try new products

Stay more in touch with the brands one likes

Share any negative experience with brands or products

Do not buy certain products because one learnt of a

negative customer experience

How does

social

media

influence

users help

in

recommen

ding and

eventual

purchasin

g?

B%

~A%

More than C%

~D%

~E%

• Text

Social Media Marketing (3/3)


12

SAMPLE Search engine optimization gives a cost effective way for driving traffic to the company’s websites and owned media

Note: These graphs are based on 2013 figures

Search Engine Marketing (2/2)

Internet users depending on search engine for requirement of information

Users not finding what they are searching on internet and going away

Internet users who opt for search engines as the 1st step to look for a product

Purchases made online through sites that are listed on search engine result lists


13

SAMPLE Email marketing is the latest addition to the range of online marketing methods

• Text

E-mail Marketing

• Text

Types of e-mail marketing

Text

Text

Text

Text

Text

Text Text

Proportion in total marketing budget


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SAMPLE Online Advertising (1/2)

BFSI and Travel industry remain the dominant advertisers on the online media in India


• Text

Text Advertisement – Overview Display Advertisement – Overview

• Text

14%

12%

8%

Display Advertisements Spends (2013) Text Advertisements Spends (2013)

High

Medium

Low Text Text Text

Text Text Text

Text

Text Text Text

High: more than 10%; Medium: 5-10%; Low: less than 5%

Low Text Text

Text

Text Text

High: more than 10%; Medium: 5-10%; Low: less than 5%

High

Medium

Text

Text

Spend Spend

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SAMPLE Mobile ads are targeted at a number of platforms with top vertical focus areas being games and mobile devices

Mobile Advertising (Ad) Overview


• Text

Mobile Marketing Activities

Text Text Text Text Text Text

• Text

• Text

16

SAMPLE Content Marketing

• Text

Tools in Content Marketing (2014)

10%

Podcasts In-person Events

White Papers Webinars and Webcasts

Blogs and Newsletters

Traditional Media

Search Marketing

Unit %

Infographics

For companies and brands, mastering the art of content marketing is equivalent to the Holy Grail of going digital




•Introduction

•Market Overview




•Trends



•Appendix

18

SAMPLE Tools are also available for online advertising that facilitate…

Online Advertising Tools (1/2)

Online Advertising Marketing Tools

• Text

Google AdWords 7Search Microsoft adCenter Facebook Ads

• Text • Text • Text • Text




•Introduction

•Market Overview




•Trends



•Appendix

20

SAMPLE

Drivers

Huge Domestic Internet Base

Growth in Access to Smartphones and Tablets

Positive Consumer Attitude towards Online Media

Growth in Demand for Rich Digital Content

Proliferation of Revenue Streams

Challenges

Measurement of Efficiency

Inconsistent Internet Coverage

Absence of Vernacular Support

Drivers and Challenges – Summary


21

SAMPLE Growth in Access to Smartphones and Tablets

• India has witnessed significant increase in availability of smartphones and tablets, owing to competition from domestic brands and an influx of affordable Chinese mobile devices

• In 2014, number of smartphones witnessed x% domestic growth, reaching y mn

Smartphones are expected to grow significantly in circulation, reaching an estimated z mn in 2019

• In 2014, number of tablets in domestic circulation reached a mn, and it is expected to grow to more than b mn in 2019

• Increase in purchase of smartphones and tablets has been driven by a sharp decline in prices

In 2014, the minimum price of a smartphone was INR m

• Smartphones and tablets adoption in India has also been facilitated by constant upgrade of operating systems and processors, improved camera features, fast connectivity, among others

Impact

Rise in availability of smartphones and sharp decline in prices have encouraged increase in data usage

Smartphone Sales in India – Market Size and Growth

mn

B%

2019e 2014


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SAMPLE Measurement of Efficiency

• Text

Impact

Calculation of ROI for digital marketing campaigns is difficult, despite presence of certain common metrics

Text

Text

Text

Text

Text

Digital Marketing Metrics

New Sessions

Channel-specific Traffic

Bounce Rate

Customer Retention Rate

Lead to Close Ratio

Cost per Lead

Projected ROI

Text

Text




•Introduction

•Market Overview




•Trends



•Appendix

24

SAMPLE

`

Advent of Mobile Marketing

Content Marketing Emerges as the New Buzzword

Video and Image-Based Marketing

Trends – Summary

Key Trends

Online Marketing Evolving as New Stream of Study

Real Time Marketing


25

SAMPLE Custom Content Development Process

Content Marketing Emerges as the New Buzzword (2/2)


Text

Text

Text Text

Text Text

• Text • Text

• Text

• Text

• Text

• Text



•Introduction

•Market Overview




•Trends



•Appendix

27

SAMPLE Porter’s Five Forces Analysis

Competitive Rivalry • Text

Bargaining Power of Buyers • Text

Threat of New Entrants • Text

Impact

Impact

Impact

Bargaining Power of Suppliers • Text

Impact

Threat of Substitutes • Text

Impact


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SAMPLE Key Ratios of Top 3 Companies – Operational Basis (FY 2013) (1/3)

Competitive Benchmarking (1/4)

• Text


0

1

2

3

4

%


Net Margin

29

SAMPLE

Key People

Products and Services

Company Information Offices and Centres – India

Name Designation

Head Office

Private: Domestic Company – Player 1 (1/5)


Registered Address

Tel No.

Fax No.

Website

Year of Incorporation

Category Products/Services

Services

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SAMPLE Shareholders of the Company Ownership Structure

Note: Ownership structure corresponds to Date of AGM: 30/09/2014

Foreign holdings

Directors or relatives of directors



Name No. of Shares held

Total

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SAMPLE Financial Snapshot Key Ratios

Particulars y-o-y change

(2014-13) 2014 2013 2012 2011

Profitability Ratios

Operating Margin

Net Margin

Profit Before Tax Margin

Return on Equity

Return on Capital Employed

Return on Working Capital

Return on Assets

Return on Fixed Assets

Cost Ratios

Operating costs (% of Sales)

Administration costs (% of Sales)

Interest costs (% of Sales)

Liquidity Ratios Current Ratio

Cash Ratio

Leverage Ratios Debt to Equity Ratio

Debt to Capital Ratio

Interest Coverage Ratio

Efficiency Ratios Fixed Asset Turnover

Asset Turnover

Current Asset Turnover

Working Capital Turnover

Capital Employed Turnover

Improved Decline

Financial Summary

• The company earned a net profit of INR -- mn in FY 2014, as

compared to net profit of INR -- mn in FY 2013

• The company reported total income of INR -- mn in FY 2014,

showing no growth in the average annual income from the last

year

• The company earned an operating margin of --% in FY 2014

• The company reported current ratio of -- in FY 2014, a

decrease of --% over FY 2013

Net Profit/Loss Total Income

INR mn INR mn

2014 2013 2012 2011



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SAMPLE Key Recent Developments

Description News

Overview • Text

Solutions • Text

Miscellaneous • Text



33

SAMPLE Private: Domestic Company – Player 1 – SWOT Analysis (5/5)

• Text • Text

• Text • Text

T O

W S




•Introduction

•Market Overview




•Trends



•Appendix

35

SAMPLE

Viral Campaigns

• Text


Static Banners and Tele-marketing

• Text

Strategic Insights (4/4)

36

Thank you for the attention

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Market Research Report : Digital marketing in india 2015 - Sample

Marketing

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