Why Online Marketing?

A peek into your customer’s life

Why Online Marketing?

Copyright© XIOS Media Solutions (P) Ltd


The four contexts of your customer’s existence

Home

Travelling

At Work

Recreation


When at home…

Home

Travelling

At Work

Leisure/Recreation/Holiday

Watches TV, Reads magazines/newspapers, listens to radio, Surfs the internet,

mobile is also not far from access

Availability formedia consumptionTime/Week: 15 hrs

Active Media:

TV, RadioPrint

Internet,Mobile

Home Media


When travelling…

Home

Travelling

At Work


Active Media:

Outdoor,Print,Radio,

Internet,Mobile

Travel Media

Reads magazines/ newspapers, listens to radio, plays with the cell-phone, peeks at hoardings occasionally



When at work…

At Work


Active Media:

Internet,Mobile

Work Media

Hooked to the internet, checks

mails, sends mails, uses internet for

work/personal info requirements,

occasionally pops into a newspaper etc of-course the mobile

remains with him throughout

Home


Travelling


When out…



Active Media:Mobile,Outdoor

Leisure Media

Carries his mobile, looks

through hoardings etc

Home

Travelling

At Work


Media Consumption, into perspective

Home

Travelling

At Work


Time/Media (hrs/week)

Moral!

Your customer is spending most of his quality time online


What does your customer do online?

• Expresses and attempts to find a solution to the following needs:– Getting information– Interaction– Communication– Buying a product– Getting entertained

Getting informationTransacting/

Buying

Gettingentertained

Interacting

Communicating


What does your customer do online?

• How?– By visiting different

websites which collectively attempt to provide a solution to his need

• How does he visit these websites?– Directly or through

search engines (80% use the search engine)

Websites


SearchEngines

What could you do about it ?

• Internet properties (websites, portals, blogs etc) allow you opportunities as an advertiser to interact with their visitors – There are millions of websites,

multiple ways of ways of leveraging them

– Every combination of website and approach to leverage it has economics and relevance of its own

• Search engines (Google etc) allow you to reach out to your prospects based on the “searches” that happen through them– There are millions of searches that

happen daily, and there are multiple ways of utilizing each, economics of which are unique for every search

Direct

Display

Email

Data sharingNewslette

r

Content creatio

n

Search

Engine

Searches

Network Ads

Google Adsens

e

Organic

Output

Contextual communicati

on


Internet Opportunities

For e.g.

Example 1• If you are a person who wants

to sell a hotel room in Panchgini, you would be interested in a person who is searching for “Good Hotel rooms in Panchgini”, or a person who is navigating the Best places to see in India/ Panchgini link (page) on a popular tourism website

Example 2• A person who is searching for

“Weather in Shanghai in December” on Google has a very high probability of travelling to Shanghai, and therefore is indirectly expressing a need for travel insurance. You would definitely be interested in this if you are company which sells travel insurance!


Why Online ?

• ReachYour customers are online

• CustomizabilityTalk to only to those who want to listen to you, about things they want to listen, in the way they want to listen

• Very little wastage of communication, Response drivenCustomizability + easy response mechanism

• It’s Live, interactive!The customer has the option to respond to or reject your communication in real time

• MeasurabilitySee who is responding and who is not, therefore take corrective action

It’s the best way to reach out,communicate, interact, sell to your customers.

Its ROI.



Closing note• People are continuously expressing their

conscious/subconscious needs either directly or indirectly through the internet

• Some of these expressions are important to you

• Internet not only aggregates these expressions, but also provides you with a mechanism to respond to them

Thanks for your time

Dhaval Thanki Founder, Director

XIOS Media Solutions (P) [email protected]

XIOS is an Online Media Solutions Company

http://www.xios.co.in/

mailto:[email protected]

Date post:	27-Jun-2015
Category:	Business
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Why Online Marketing?

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