Online AdvertisingTips & Tricks

Santosh Gannavarapu

We have come a long way

2It is because of your amazing efforts

5 Million domains in 2015

But we have a long way to go

3

Each will need a website.

51 Million SMEs

Only 400K Websites

Just like they need a phone.

Internet users are only growing

4

350 Million Internet Users in India

2nd Largest Internet Population in World

+14% Year on Year Growth, we are adding 34M every

year

5

2014

2015

2016

India is adding a new Australia every year in terms of Internet

Population

But Something is Wrong

6

7

enable an SME to buy a domain

You, after a lot of convincing about the potential

8

You also created an amazing Website

9

Its even on their Business Card

10

But when it is time to renew

Please call us later

11

Hmm …

Opportunity

Online Audience

Huge

Many & Growing

Low

=

=

=Sale or

Renewal of Website

12

Hmm …

Opportunity

Online Audience

Huge

Many & Growing

Low

=

=

=Sale or

Renewal of Website

Something doesn't add up

13

Why is a phone so indispensable?

Did you know?

14

4.1 Billion5.2 Billion

15

Phone is “complete”.

Is the entire eco-system and hence indispensable

16

Unfortunately

For 80% SMEs website is a cost.

And without any benefit, it is up for axing.

17

Is there not enough potential?

75% of SMEs rate marketing as biggest challenge

Businesses online make 49% more revenues

SMEs is a large base of affinity and loyalty

They will be your customers for life

If you show them value

High=Sale or

Renewal of Website

Launching a Website

19

Is Only a First Step

To an Amazing Journey

Lets Make Websites

20

The salesman of the year!

Digital Advertising is penetrating India

21

Medium Growth Projection Education

TV 6.6%

Radio 4%

Print 2%

OOH 5%

Internet 44.5%

Moment of Truth

22

Medium Rates Reach Trackability

TV Low

Radio Low

Print Medium

OOH Very Low

Internet High

$$$$$

$$$

$$$

$$$

$$

How “Online Advertising” Started?

• Early 1990s with Display Ads

• Search ads started in 1998

• Started by goto.com, renamed to overture, bought by Yahoo.

• Google Adwords started in 2000

• The trend now is “Native ads”: weave in ads with content.

• Due to mobile internet penetration.

• It is the only “revenue model” for many companies

Every Year New Ad Inventory is Being Exposed

We don't have to worry about ad inventory

This is where the opportunity lies• In addition to the onetime website cost or AMC that

SME is paying

• Expose a monthly recurring advertising solution

• You can easily avail Rs 10,000 per month.

10 30% 10k

New Users

Per Month

Monthly

Churn

MonthlyRevenue/

SME

32L

Yearly Revenue

Instead of Ad Terminology

clicks

visits

CPC

CPM

SMEs Understand Only Leads

And You Need To Show Them Just That

Transform Website To Salesman

• Make website faster & mobile responsive

• Speed Thrills, Friction Kills.

• Have Explicit Call to Actions

• Don’t embed “contact information” deep inside

• Website will drive them leads

• You need to show them, leads are driven by you

Some Free Tools For You

Speed Up Your Website

Mobile Insights

Desktop Insights

33

website.com

Unique Virtual Number to Traffic Source

Trigger Inquiries

Capibar for Explicit Call to Action

Customise the value proposition based on visitor profile

34

website.com

%

1st time visitor: “Explore the website.”repeat visitor: “Get an offer so the user can convert”visitor leaving website: “Provide a final

offer”

Customise the value proposition based on visitor profile

35

website.com

%

1st time visitor: “Explore the website.”repeat visitor: “Get an offer so the user can convert”visitor leaving website: “Provide a final

offer”

You don’t have to change the website at all!

It is mobile responsive as well

36

Automated Coupon Generation for Footfall

37

Customised coupon for every visitor.Coupon Tracking Software also

provided“25% off for

Diwali”“Special Discounts for TCS Employees”

Lead Manager

38

Tracks Every Lead To Show Performance

Direct Leads

Justdial LeadsSulekha LeadsIndiamart Leads

Website LeadsOnline Leads

39

Your Advertising Product

40

Stay Online, Get Customers

41

Mobile Responsive

WebsiteAd

Solution

Show Leads

Your Offering

42

TransparentCost of Traffic

Hiding Cost of Traffic

Margins: 10-15%

Margins: +30% Reporting

HasslesThreat of

Competition

How to price product?

43

Monthly Fee per city/statemarketing budgets

included

Flat Subscription Chargesmarketing budgets

extraadd-ons as cross-sell

Don’t know the marketing

apetite

Easier to sell

Constant Selling Needed

e.g. Rs 10k per month per city

e.g. Rs 3k per month

Bigger Lock-in

44

It takes at least 3 months to show performance

3 months

6 months(10% discount)

12 months(20% discount)

60% Customers

30% Customers

10% Customers

Move ThemInto Bigger Lock-

ins

Do Not Commit Leads

45

I Know Sale is Harder

But Showing them Leads is more delightful

Santosh Gannavarapu

santosh@sokrati.com

Happy Advertising!