the rise of digital customer (india)

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Rise of Digital Customer Lesson in Digital Marketing Sunil Singh Rana 14 th Feb’2015

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Rise of Digital Customer

Lesson in Digital Marketing

Sunil Singh Rana

14th Feb’2015

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Content & Flow

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Understanding the Rise of Internet

Key Learnings Summary

Digital Strategy

Digital Initiatives @ MTS

Key Elements of Digital Marketing

Objective

What is Digital Marketing?

Q&A’s / Feedback / Querries…..

Understanding Digital Customer

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Objective

•The purpose of business is to create a customer – Peter Drucker

•No customer, No Business

The focal entity of any business is customer.

Technology has ONLY helped up to understand her better.

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Internet Subscriber Base

• Internet users in India shot up from 50 mn in 2007 to 100 mn (2010) and more than 300 mn in 2014• India is now the 2nd largest Internet market surpassing US and next to China• Most people experience internet first time on mobile in India

Source: IAMAI, IMRB / The Hindu & Live Mint

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Access Mode is primarily mobile devices

Source: IAMAI, IMRB / Live Mint

• As on Oct’14, the 67% of urban users experience internet on mobile (119 mn / 177 mn) against 40% of rural users (40 mn / 101 mn). Overall usage stood at 57% of all.

• Spending on data have increased by 36% on an average

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Factors leading to growth of internet

Rise of Smartphones

#1

Increase in Income Levels and Spending

#2

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Factors leading to growth of internet

Source:Akamai, Asia-Pacific Q1’2014Internet Speeds have increased

#3

#4

Digital Initiatives / e-governance / e-commerce

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Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service.

Marketing and Digital Marketing

Digital marketing is marketing that makes use of

electronic devices (computers) such as personal

computers, smartphones, cellphones, tablets and

game consoles to engage with stakeholders.

Source: Wikipedia

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Where does this campaign classify as?

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How Digital Marketing differs…

• Institutional Control• Common Consumption• Physical content delivery• TV, Radio, Print, Leaflets,

OOH, Activations etc.

• Consumer Control• Personalized Consumption• Content Delivery• Frequency• Interlinks / Syndication• E-mail, Website, SEO etc.

The crucial part of the Digital Marketing is the mode of delivery which is DIGITAL…

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The “Digital Native”

• Term coined in 2001 by researcher Marc Prensky

• Describe people born after 1980, when social digital technologies such as Usenet and bulletin board systems came online

• Understand “Digital” as compared to digital migrants or digital settlers

• Characterized as having access to networked digital technologies and the skills to use them

• Major parts of their lives and daily activities are mediated by digital technologies: social interaction, friendships, civic activities, and hobbies

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Everyone is spending digital…

Growth in Digital advertising is above 30% for last 2 years and will grow highest in year 2015 also to

cross 4500 Cr.

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Five Key Elements of Digital Marketing

Source: Forbes.com

1.Mobile Considerations (SMS, Mobile Website, LBS Ads)

2.Organic Search (SEO / SEM)

3.Content Marketing (Blogs, Online PR)

4.Social Media Marketing (Viral campaigns)

5.Nurturing Website Visitors (PPC, Digital Banners) & Email Marketing

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Digital Marketing Options..

Website should be the focal of all digital marketingSource: Unifiedm.com

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Website

• It’s a Digital Brochure

• Customer Gateway into your business

• More than a url

• Control is yours

• Is it optimized?

• Content is the key

• Format and layout plays a role

• Analytics is must to know the level of activity

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Website

• A domain name is the unique name of a website (literal numeric IP address gives the destination location for the URL)

• It must be registered

• The domain name or literal Not case sensitive

• 173.194.34.5

• Maintenance and methodology of database of URL is done by ICANN

• IANA is responsible for operation and maintenance of a number of key aspects of the DNS, including the root zone, and the .int and .arpadomains.

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SMS

• Primitive and most abused marketing tool

• Content limitation

• Simple, low response and interactivity

• Can be personalized but it is intrusive

• Slowly taken over by IM’s and Messenger apps

• Cost: Minimum 2 paisa (termination charges) from May’13

• Regulated with "The Telecom Commercial Communication Customer Preference Regulations, 2010“ of TRAI and effective from 27th September, 2011

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E-mail

• Capability of putting multimedia

• Newsletter and Mailers

• Content and Benefit (A/B Test)

• Costing upwards of 2p (Depend on volumes)

• Registration and e-mail base management including tracking is key

• Another abused marketing tool which is losing its charm with junk

• Fight of control (Microsoft v/s Google v/s Others)

• CAN-SPAM Act of 2003 (US)

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Social Media Platforms

Source: wearesocial.com

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Understanding Digital Customer

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• Devices • Browsers• Frequency• Cookies and (Internet) Bots• GPS / LBS • Other tracking through apps• OAuth (Open Authorization) and OPIE (One Time Passwords In Everything)• Heat maps• Neo-Vision Heat maps• QR Codes

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Digital Customer Life Cycle Management

Source: TCS24

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Successful Digital Marketing is about…

Actual Internet is like true democracy - By, of and for the People….

Who build Hotmail, Facebook and Whatsapp?

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As Digital Media activities can be measured and monitored on real time basis, the secret of

successful campaign is exploiting the world of Digital, Try and Take Corrective action…..

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90-9-1 Rule of Internet (Social Media)

Identify, Target the 1%.....Your task is done…

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5 Key Motivation Why People Share?

1. To bring valuable and entertaining content to one another.

2. To define themselves to others.

3. To grow and nourish our relationships.

4. For self-fulfilment.

5. To get the word out about causes they care about.

Source: The NY Times

Digital Marketing at

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Dongle Landing Page

Weekend Shotz• Exclusive Content• Proprietary Landing Page• Entertainment• Weekly Frequency• Genre• SEC A / Niche Segment• Benefits (Free Data)

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Advertising on Digital Media

Advertising on You Tube

http://www.afaqs.com/advertising/creative_showcase/index.

html?id=50769&media=Digital&type=Indian

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Digital OOH Media

Use of Digital OOH Media• Wins Gold for ‘Most Innovative Use of

Digital OOH Media’ for drawing attention to its Durga Puja campaign that innovatively used Facebook’s ‘Like’ feature to identify the most popular pandals across Kolkata

• Silver for ‘Innovative Creation of a New Medium’ for creating a new medium for its Wi-Fi Bin at NH7 Weekenders in Delhi, Kolkata and Bengaluru.

2014 e4m OOH Awards hosted by Exchange4media

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Social Media Activities

Present across all media• Facebook - https://www.facebook.com/MTSIndia• Twitter – www.twitter.com/MTS_India• Instagram – http://instagram.com/MTS_India• 2 mn fans on fb and 50 mn brand impressions• Started a series called #PickTheFlick, a movie

based game and #TechTalk, to give our fans tips on the latest technological innovations that they can put to use

• India for Shiva – A social media campaign• Shoot the Scene – An activity done to engage the

local Instagrammers group shoot scenes around them that showcase a Connection.

• Engage, Entertain and Educate

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Live Content and Latest Fads

Leverage Social Media• Recency• Impact• Relevance

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Other Digital Initiatives

• Web Retail

• MPower

• MTS iNNOVATSii

• Online Payment / RCV

• MTS Shop

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Key Learning Summary

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Content speaks it all (Content, Content and Content)

Know Your Customer / Trends / Technology

Maintain Mix of Mediums to deliver the message

At low budget use SEO, With small start with SEM

Undertake Web Analytics

Think Before You Say as Words Can’t be taken back…

But….change it when people don’t like

Follow, Engage, Entertain your customer

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Reach Me / Feedback @

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(+91) 9925000293

[email protected]

www.sunilsinghrana.weebly.com

http://lnkd.in/bYVX5P7 (LinkedIn)