Online Marketing

The InfoEdge Experience

Quick Facts – India Internet

Between 40-70 million people on the Internet today

Internet Users growing at 15pc a year but Internet Usage is growing much faster because of broadband

17 million resumes on Naukri alone Over 300,000 people log into

Jeevansathi every month

Quick Facts – 2

Total Readership of all English Dailies in India less than 20 million

An average IPL game gets 5-7 million viewers

In the US people routinely spend twice as much time on the internet compared to print

The Online Marketing Media Mix

Regular SEM Campaigns on Google

Regular Banner Advertising

Innovations

Online vs Offline – Spend Ratio

Financial YearSpends

Online : Offline

2003-2004 7:93

2004-2005 16:84

2005-2006 53:47

2006-2007 46:54

2007-2008 56:44

2008-2009 71:29

Effective Advertising depends on

Clarity on End Goals – Action vs Brand Building (TOM, Awareness), Both

Quality of Creative Media Mix – Proper Targeting Share of Voice Visibility Right Deals at the Right Prices Ability to measure the results from your

advertising and take corrective actions

What is Performance ?

Views Clicks Unique visitors Searches Leads / Registrations Sales Time Spent / Bounce Rates (Relevance) Some other Quality Metric

At InfoEdge we have a clear definition of performance metrics for all our brands

Traditional Media (TV / Print) vs Pay for Performance(Internet)

Stopped Advertising in Print Display many years ago

Radio also never worked for us Expensive with no great branding

benefits compared to Online Continue to do a fair bit of television

advertising though

Big Risk/Big Impact vs Low Risk/Low Impact

Big Spends vs Small Spends Creative Risk vs Creative Flexibility Media Mix Risk vs Media Mix Flexibility Poor Reliability of Measurement Data vs

Reliable Realtime metrics No Finetuning vs Constant Finetuning of

the campaign Turn off the tap anytime

General Brand Building vs Lead Generation / Online Selling

TV clearly scores over online on brand building

Has more credibility as a medium (perception of a big company)

TV ads reach out to all stakeholders – consumers, customers, vendors, employees, investors etc – general feel good..

Online great for lead generation, inquiries, online transactions, selling

Effect of TV longer lasting than online

Local/Limited geography vs National Advertising

In many cases offline channels still offer better targeting than Online

Especially true if you want to target geographically

Traditional Media is a lot more local than Internet at the moment – Hoardings, Radio, Instore advertising, Vernacular Dailies, Channels etc

Still Difficult to target only tamil nadu or chennai consumers for example on the internet

PPP vs Traditional Media in a Recession

Risk Averseness High Less Clarity on Sales Numbers Flexibility on spend levels important Lower Spends You may want to push sales rather than

build brand

Therefore in periods of uncertainity Pay for Performance may tend to gain share over traditional media

Thank You