Digital Media is taking the world by storm

UnderstandingDigital Marketing

and Getting it Right

By 2017digital advertisingis estimated to beworth $170 Billion

This represents70% increase from current levels

ROI generated in a Web/TVcampaign launched by Havas Media

for a food sector client

Web campaign

TV campaign

Expands Reach

Targetaudience profile

Cost perimpression

Reach ofdigital media

Saturation pointin traditional media

Required Impact-short/long term

Campaignbudget

Identify saturationpoint in traditionaladvertising

Use digital incampaigns wheretraditional media hitssaturation point

Determine thecorrect allocationof digitalin media mix

Focus on contentand channel

Measure ROI withenhancedconversion models

1

2

34

5

70% of campaigns carried

Havas Media invested

Adoption of Digital Media is still in early stages

Factors impacting digital’s proportion in media mix

How to Get Digital Marketing Right?

Reinforcescommunication Targets Better

DIGITAL’S PROPORTION IN MEDIA MIX

Digital Complements Traditional Media

Vs

Reach out: Interested in reading the full report? Head to http://www.capgemini-consulting.com/role-of-digital-in-media-mixFollow us on Twitter @capgeminiconsul or email dtri.in@capgemini.com

out in 2011-2012 by

Vs

170 100

Offline advertisementdrives online searchfor 62% of smartphoneowners

For the AB+ population, In campaigns where,

ROI higher by 20%

62%

100%budget

Vs20%budget

Coverage of thecampaign increases by5 percentage points

< 10% of their budget

in digital media