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 +91-8879600206mandar@briefkase.in

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

NETWORK TV

WEBSITE

RADIOMAGAZINES

MASSTRANSIT

GAMING

MOBILE

BRANDEDENTERTAINMENT

WEBPORTALS

WIDGETS

SOCIALNETWORKING

VIRTUALWORLDS

OPINIONSITES

SEARCHBLOGS

ONLINESEEDING

PODCASTS

Purchase

CABLE TV

NEWSPAPERS

BILLBOARDS

WEB VIDEORETAIL

IN-THEATER

WORD OFMOUTH

Influence – consumer operated

Persuasion – marketer generated

Consideration to purchase is not linear

…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

Digital is our new business card.

Online provide higher reach than Print across Genres

8Mn TOI readers 50Mn Yahoo users

800 k ET readers 7.2 Mn Moneycontrol users

155k Femina readers 725k Glamsham reach

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

Social Media

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

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

Facebook

Twitter

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.

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

Should my company invest in Mobile ?

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%

38% 37%

42% 39% 22%

33%47%

18% 43%

37%59%

61%22%

34%11%28%

45%45%

26%37%

20%25%

34%45%

QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)

With tablet penetration slowly catching up

18% 19%

11% 13%11%

8% 20%

22%19%

17%32%

16% 8%

14%11%

12%37%

5%6%6%

% own a tablet device

15-20%

10-15%

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)

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

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’

Click to call

Click to Web

Click to Map

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!