Oedipus

Digital Strategy

www.campusheight.com

392/18, Hira Nagar, Khandsa Road – Gurgaon (HR) Ph. 8447166114, 9654065249, 8587894247

Oedipus Services Pvt. Ltd. , Gurgaon, www.campusheight.com

http://www.campusheight.com/

Selling a Product or Service


MUMBAI: Fuelled by the increasing penetration of smartphones and a whole host of mobile-only content to go

with it, the Indian mobile advertising market is estimated to reach Rs 2,800 crore by 2016 from a mere Rs 180

crore that it is worth today. What is significant is that India could currently have as much as 50% or more

mobile-only internet users — possibly the highest worldwide compared to 20-25 % across developed countries

— according to a report from Mumbai-based financial advisory firm Avendus Capital.

More than 50% mobile users use internet on their phones


Your Logo

More than 50% mobile users use internet on their phones

- India has the 2nd largest internet users

base in Asia and 5th largest in the world

- Broadband and mobile internet have

fueled the growth of Internet in the

country.

- The demographics of people using

internet in the country is skewed towards

an age group of 15 to 34

Source: Comscore July 2011

34%

41%

17%

6%

2% Age Group

15-24

25-34

35-44

45-54

55+


Mobile In India 868MN mobile subscribers with 130% urban teledensity

275MN mobile internet subscribers and 147Mn active

Exponential growth of Smartphones & Tablets

Present 3G user base - 10Mn

Over 30% searches on Google India happens on

Mobile.

Tablet ownership likelihood

iPAD Galaxy

Tab

Dell

Streak Playbook

Tablet marketplace – A massive new channel


Social Media In India

- 5 out of the top 10 sites in India are social

sites.

- Facebook clocks more than 36 MM .

- Average time spent on YouTube is 20 mins

which is more than the avg. time spent on TV

channels in India

Source: Comscore Sep, 2011

MediaTotal Unique

Visitors (000)% Reach

Tota l Internet 45,476 100.0

GOOGLE.CO.IN 40,911 90.0

FACEBOOK.COM 36,668 80.6

YAHOO.CO.IN 32,433 71.3

YOUTUBE.COM 23,790 52.3

BLOGGER.COM 19,140 42.1

WIKIPEDIA.ORG 16,106 35.4

REDIFF.COM 14,800 32.5

INDIATIMES.COM 11,296 24.8

IN.COM 10,189 22.4

ORKUT.COM 9,624 21.2

Reach – 42%

UV – 19 mn.

Reach – 52.3%

UV – 23 mn.


Digital Dashboard

Digital for Education sector

Crafting the right digital media mix


Digital Dashboard – Advertising Spends Online


- Total Display advertising market of India estimated to be Rs 534 crores or Rs 5.43 billion in year 2010-11.

- Total Text advertising market of India estimated to be Rs 459 crores or Rs 4.59 billion in year 2010-11.

- Education Spends estimated to be 7%. Of total Display and 4% of total Search in YR 10-11

Display Ads - 2010 - 2011 Text Ads – 2010 - 2011

Education – Category Spends

Source - IAMAI

Education Spends for the year 2011 is estimated at INR 53 crores .


Education – Category Spends

Source - Vizisense

•Amity, IIPM and NIIT contribute to almost 44% of the

Education spends online.

27%

9%

8%

8% 8%

4%

3%

3%

2%

2%

26%

Total Spends

Amity University

IIPM

Niit Ltd

Sharda University

Manipal University

Sri Balaji Society

CFA Institute

Chartered Institute of Management Accountants (CIMA)

Symbiosis International

Lovely Professional University

Others


Digital Dashboard

Digital for Finance & Insurance sector

Crafting the right digital media mix


The role of digital to any brand can be summed up under three broad pillars

Display advertising online & Mobile

By creating great content and engaging in conversations

Driving Leads & Sales

Cross sell, upsell & Loyalty Programs

1

2

3

A Social & Engaging

Platform

A Lead Generation

Channel

A Media Vehicle

Awareness Consideration Action

Online Channel

Management


The role of digital to any brand can be summed up under three broad pillars

Display advertising online & Mobile

By creating great content and engaging in conversations

Driving Leads & Sales

Cross sell, upsell & Loyalty Programs

1

2

3

A Social & Engaging

Platform

A Lead Generation

Channel

A Media Vehicle

Awareness Consideration Action

Online Channel

Management

PAID MEDIA

EARNED MEDIA

OWNED MEDIA

OWNED MEDIA


Reach Builders Online

Affinity Sites

Online & Mobile Ad networks – CPC

EDM

(External & Internal)

As per campaign

offers

Long-term initiative

optimized by third-party

tags

Reach Builders Mobile

SMS

(External & Internal)

1. Paid Media – Display and Search


Our approach to SEM Always be present among the prequalified searcher

• Built 100% SOV on brand & product related search terms

apart from the tactical campaigns

Extend reach and impact based on the type of education courses provided.

• Entertainment, News, Sports and others website to tap within

networks only with banners ads on CPC model

Integrating search with Social

• Search optimisation across social sites

•Creating content in the form of videos, images, widgets etc which can grow organic

•Adding all local details on Google Maps

To focus on education / management related keywords


2. Earned Media Create content which will help

spark conversations

Campaign

Campaign

Campaign

○ ATL & Digital campaigns spark conversations online

○ Some of these conversations could be negative

○ Addressing these negative conversations become critical

Listening & Engaging In

Conversations


www.campusheight.com (: +91(0) 8447166114, 9654065249, 8587894247


Oedipus

Business

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