framework of digital media marketing in india
TRANSCRIPT
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DIGITAL MEDIA MARKETING
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AGENDA• Internet in India• Scope of digital• The marketing funnel• Types of media buy on digital media?• Knowing your audience• Talking to your audience in the right way• Connecting the dots on digital• Q&A
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Indian Internet Landscape
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Source: DAN E4M Report
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Source: DAN E4M Report
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Source: DAN E4M Report
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33% jump in mobile internet users after launch of Jio pushes India to become the worlds 2nd largest internet user base
503 Mn354 Mn278 Mn186 Mn
2013
110 MnMobile
Daily Time Spent on
Mobile 2.03 hrs
2014
159 MnMobile
Daily Time Spent on
Mobile 2.40 hrs
2015
213 MnMobile
Daily Time Spent on
Mobile 3.06 hrs
2016
236 MnMobile
Daily Time Spent on
Mobile 3.16 hrs
2017
314 MnMobile
Daily Time Spent on
Mobile 3.50 hrs
427 Mn
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Q1:15 Q2:15 Q3:15 Q4:15 Q1:16 Q2:16 Q3:16 Q4:16 Q1:17
Jio Airtel Vodafone
Idea BSNL Other
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The scope of Digital
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The Typical Marketing Funnel
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The Marketing funnel on Digital
We have moved from ‘Funnel’ to ‘Fish’
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DIGITAL MEDIA OFFERING
Direct Buys
Large Format Fixed Buys
Site Takeovers
Roadblocks Site Syncs
Standard Buys
CPM, CPC, CPV, ROS/RON
Brand Solutions
Sponsorships & Content
Integrations
Content Marketing
Content placements
Content promotion
Paid Social
Branding Performance
SEM
Brand, core,
compete
Programmatic Buys
RTB
BRAND BUILDING PERFORMANCE
Media buying scope on Digital
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How digital media is bought?
Intent Audience Placement
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Trivia time!
Intent
What?
AudiencePlacement
How?Where?
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What does each of them deliver?
Intent Audience Placement
Search Engine | App store Facebook | GDN | Programmatic | Networks
Sites – TOI | Yahoo Fixed | YouTube fixed
Clicks | ConversionsAuction | Impressions |
Cost per actionFixed | Cost per day |
Association
Performance Performance | Engagement | Actions
Brand uplift | Brand Recall | Search query uplift | Click through on core and brand
keywords
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Knowing your Audience
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Things you need to know
Demo Geo Core Interest
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Knowing your Audience - Better
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Customer Database Prospects identified
Audiences that has shown an intent for buying from data collected over the past
1.5 years
Core audiences based on the TG defined on the brief and historic data learning
Buyer Data InsightsProspect Data Insights
Facebook being 220 Mn audience today represents almost 1/2 of entire internet population and with the dynamic consumption based feed can be considered to be a sample for user behavior across the internet
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Audiences that has shown an intent for buying from data collected over the past 3 campaigns
7M – 8M monthly active people
Core audiences based on the TG defined on the brief and historic data learning
118.4K monthly active people
Buyer Data InsightsProspect Data Insights
1st party Customer Data
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- 81% Male Vs. 71% of Facebook audience- 83% of the TG comes from 18-34 age bracket
- 79% Male Vs. 77% of Facebook audience- 84% of the TG comes from 18-34 age bracket
Demographic insights – 18+
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- 81% Male Vs. 77% of Facebook audience- 74% of the TG comes from 22-34 age bracket
- 81% Male Vs. 77% of Facebook audience- 74% of the TG comes from 22-34 age bracket
Demographic insights – 22+
The age defined by brief is 25-35 but the audience insights clearly defines that for digital we need to broaden the scope and accommodate 22-35 from a digital POV
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What are they consuming?
Based on the common categories consumed between custom audience and prospect audience, we have derived certain genres to be present on digital
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Therefore: Digital TGTechnophile
Lifestyle/Entertainment Enthusiast
Auto Enthusiast
General News Junky
M/F 22-35
Travel Enthusiast
PAN India
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How to reach them efficiently?
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Being Contextual is the key
Native blend over disruption
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Scoopwhoop sponsored article
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Contextual Banner ads for Fitness Enthusiasts (Men’s Fitness)
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Brand / Product Widget on TOI
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Contextual Banner ads for Finance (MoneyControl)
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Measuring Success
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High Click through rates or increased
traffic
E-commerce sales or leads
Brand uplift through increased search volumes
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FIN! – Questions welcome
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