Framing An Effective Online Advertising Strategy
Engage Digital Summit, PRSI, Kolkata5th June 2012Kapil Gupta ([email protected])
$20 Billion.
Here exists the $20 Billion Opportunity
*Source: eMarketer 3/11, Mary Meeker, KPCB
If this opportunity is not grabbed, marketers will simply go back to the tried and tested 30-sec TV commercials.
Social Networking: #1 time-consumer online in June 2011 in USA
*Source: comScore Media Metrix USA panel-only data; Mary Meeker, KPCB
*Source: Norton, The Economic Times, March 28, 2012
*Source: Nielsen and NM Incite, "The Social Media Report, Q3, 2011"
Moreover…
Online is not “advertising” stupid!
Dear Online Ads,
Sincerely,Social Media
Let me tell you why:
You are intrusive:
You ask/demand too much:
You don’t tell a story well:
You provide very weak branding:
What are you talking about? What do you want?
It’s the age of content, not copy:
Social Drives Real Results
GreenLeap Delhi – Plant A Million Trees in Monsoon
Outdoor Ads – Govt. owned bus stops.
Where do we go from here?
Here:
Here:
How to:
1. What’s your product about?
2. What do you want to promote?
3. Who do you want to promote to?
4. What value can you add (communication)?
5. Why will they engage with you?
6. How do you make them notice? - ADVERTISEMENTS
2011 – The Year That Was
A seemingly innocuous friendship campaign recovered the 31% drop Airtel had experienced in Q4 of 2010
And went on to even run businesses selling HFZ merchandise!
Airtel spent 300 Crores in its re-branding campaign in November 2010
AND GOT NOTHING!!
WE LIVE IN A FICKLE SOCIETY !!!
BRANDS WANT THIS FROM EVERY CAMPAIGN
AND THE RESULT IS “SOCIAL DESPERATION”?
ENGAGEMENT KE LIYE KUCH BHI KAREGA!!
PLEASE JOIN MY COMMUNITY. I AM FUN !!!
TALK TO ME PLEASE !!!
PLEASE TALK…. PLEASE PLEASE PLEASE !!!
I WILL PAY YOU IF YOU DO…
ContestGoodies
Awards
SO WHAT DO I DO IN SOCIAL?
ENGAGEMENT THAT RELATES TO THE BRAND
Yatra Cricket Manager
Brief: Associate Yatra.com with cricket
Insight: What do cricketers do most other than
play? THEY TRAVEL
Solution: An online strategy game to manage
the travel of Team India XI during the world
cup. Interesting hurdles every day to optimize
morale & fitness of the team. Simulated
Yatra.com booking engine interface for the
campaign.
Result: Excellent association of cricket with
brand Yatra.
TRUE ENGAGEMENT – ABOVE ALL CONTESTS
BE CLEAR – AUTHENTICITY & TRANSPARENCY
OR
KNOW BEFORE YOU RESPOND – QUICK TURN-AROUND IS NO JUSTIFICATION FOR MISINFORMATION
Sale
Customer Support
Legal
Finance
HR
Tech Support
FRIENDS REFERRAL IS MOST IMPORTANT
AND DO KEEP YOUR FINGERS CROSSED.. REMEMBER, YOU CAN ONLY WIN SOME, LOSE SOME!!
