Download - GM’s Approach to Digital Media
GM’s Approach to Digital Media
The way we look at Digital
• An integral part of our media mix• Create Richer Brand Experience • Platform to engage with our target audience• Generate Qualified Leads
Our Strategy
• Defining measurable objectives for each campaign.
• Segmenting Digital Media as per objectives.• Focused Approach for each segment. • Continuous measuring & optimization towards
achieving the objectives.
Segmenting Digital Mediaas per objectives
Horizontals
Verticals
AutomobileVerticals
Search & Networks
Mobile
Reach Experience
ReachContext
Perception & Leads
Context& Leads
ExperienceLeads
Segments Objectives
Horizontals
Verticals
AutomobileVerticals
Search & Networks
Mobile
Reach Experience
ReachContext
Perception & Leads
Context& Leads
ExperienceLeads
Segments ObjectivesApproach
- Home Pages with high Share of Voice - Rich Media Banners- Video Banners
- Contextual Banners as per vertical- Choose Verticals as per Genres to be targeted- Standard Banners & Fixed Spots
- Advertorials - Branded Properties ( EMI Calculators etc. )- Test Drive Requests
- Counter Competition- Lead Generation - Content Sensing
- Content Syndication- Lead Generation
Campaign ShowcaseGM Optra Magnum Diesel
( Product Launch )
The starting point An Experiential Product Destination
Defining the Objectives for Brand Launch
ReachVisibility & Experience
AwarenessPerception Change
LeadsTest Drives
Branching out the digital objectives from broader Marketing Objectives
ReachVisibility & Experience
AwarenessPerception Change
LeadsTest Drives
30 %60 %
10 %
Defining Budget Allocation for each objective
Defining the Objectives for Brand Launch
Segmenting Media as per objectives
• Reach: Visibility & Experience– Home Page Over The Page Ads on Horizontals– Extended Reach: Site Targeting on Google Ad Sense
• Awareness: Perception Change– Fixed Spot on Auto Verticals highlighting “The Low Cost of
ownership” : Meshing up like content– Advertorials : Reviews & Coverage
• Leads: Test Drives– Search Engine Marketing– Network Approach– Form Based Banners & Direct Mailers
Over The Page Banners
Few Examples
Awareness: Perception Change
Few Examples
Test Drives : Lead Generation
Few Examples
Test Drives : Lead Generation
Search
Campaign Result Funnel
Impressions Click Throughs Test Drives Closures
~ 4 Million ~ 110 K ~ 6 K
What works well for us
• Run Specific Creative as per the objective & media
• Strong Call to Action connecting well with the landing page and the objective
• Informative Advertising in the form of Advertorials
• Comprehensive Search Buckets
