the virtual world of digital, mobiles and beyond
Post on 21-Oct-2014
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In today’s day and age with technology sweeping in, there is an urgent need for brands to move to digital and be mobile compatible. "Why," you may ask. Mainly because it is convenient, faster, measurable and a result driven medium! This presentation contains a brief overview of the power of digital and mobiles. It also discusses the pillars that help the virtual world of digital make a real impact.TRANSCRIPT
IndexOverview of Digital
• Key Internet Stats• Social Networking in India• Search in India
The Power of Mobile• Key Mobile Stats• Smart Phone Adoption and its usage• SMS + IVR and its usage
Pillars that help the Virtual World of Digital make a Real Impact
Overview of Digital
Key Internet Stats
SOURCE: IAMAI ICUBE OCT 2013 REPORT | AVENDUS REPORT 2013 | WORLD POPULATION STATISTICS
Daily Internet Usage is 4.5 times more than circulation of News Papers and Magazine
Daily Circulation of top English Newspapers
Circulation of top English Magazines
Times of India 7.25
Hindustan Times 4.34
Mumbai Mirror 1.08
The Telegraph 0.94
Economic Times 0.72
Others 1.75
Manorama Weekly 1.60India Today 1.10Morning Offers 0.70Readers Digest 0.60Business Today 0.18Others 0.43
20 Mn +Are exposed to print advertising>90 Mn +
Use the Internet Each Day
Most visited web properties as on Oct 2013
Unique Visitors (000)
Google Sites 69,393
Facebook 59,662
Yahoo! Sites 38,909
Microsoft Sites 31,332
Wikimedia Foundation Sites 24,934
Times Internet Limited 23,968
BitTorrent Network 22,640
Network 18 18,549
Ask Network 16,187
Rediff.com 13,897
Source: ComScore Media Metrix | MRUC – Indian Readership Survey
Social Networking in India
96mnON FACEBOOK
22mnON GOOGLE+
33mnON TWITTER
Source: Buzz Master at id8Labs Report 2014
Penetration of Social Media amongst Internet users
On Social Network
0% 20% 40% 60% 80% 100% 120%
97%
94%
78%
67%
54%
72%
55%
35%
30%
24%
Used in the past monthOwn an account
Source: Buzz Master at id8Labs Report 2014
India is the Second Largest Market for Facebook
SOURCE: FACEBOOK PUBLISHER TOOL
Search in India
90%
GoogleYahooAskFacebookOthers
67.5Mn unique searches
6.4Bn searches
7.6Bn search result pages
Source: Buzz Master at id8Labs Report 2014
The Power of Mobile
Mobile Facts in India
11
Out of the 200Mn internet users, 103Mn access internet from their phone
9% of overall Internet page views in India come from mobile devices
40% of searches on Google originate from mobile device
30% of new registrations on Facebook are coming through mobile
Source: Avendus Report India's Mobile Internet 2013 | IAMAI 2013
85% of mobile internet users, access the internet everyday
30% of mobile internet consumption in 2013 was from tablets
80% of mobile phones in India are Feature Phones
Smart Phone adoption in India on the rise (In Mn)
12
2008 2009 2010 2011 2012
4363
92115
145
2142
77
137
275
2 4 11 2448
0.8 4.5 10 18 29
US China Japan India 90%
36%
121%
145%
Smart Phone adoption in India on the rise (In Mn)
Source: Avendus Report India's Mobile Internet 2013 | GOOGLE ‘Our Planet’ Report
CAGR (08-12)
95% of Smart Phone users search for local information via their phone
91% of Smart Phone users research products via their phone
54% of Smart Phone users shop via their phone
SMS + IVR and its usage
• There are 701Mn + voice subscribers in India
• All of them could be reached out to using SMS / IVR based campaigns
• This is not just a sure shot way of reaching out to them, but also provides an opportunity to talk to millions one on one.
13Source: Avendus Report India's Mobile Internet 2013
A case for SMS based campaigns
What makes SMS marketing more powerful than any other form of marketing?• 90% of mobile users keep phones within reach 24 hours a day• 90% of text messages are seen within 3 mins of delivery of the message• They provides an ability to send special offers and coupons to drive purchases
http://www.youtube.com/watch?v=BvvyEXZYrXY
Use of IVR in India
• An interesting use of IVR by Colgate where they asked the user to share their feedback on the taste of the Colgate Salt toothpaste via IVR
• One lucky winner got to watch a movie with the movie star Sonakshi Sinha
Interesting use of SMS worldwide
Text based messages could be used as a tracking mechanism. Vodafone has introduced remote monitoring to track the following• Prisoners• Pets• Vehicles• Room Temperature
http://www.youtube.com/watch?v=TRZuj6Lv6n8
Even SIM Cards could be used interestingly
Smart, Philippines' largest telecom, took SIM cards and turned them into a free school text book delivery mechanism called Smart TXTBKS.
http://www.youtube.com/watch?v=7bUGXqhrVrw
QR Codes help make virtual shopping possibleTesco in its effort to adjust to the local market of South Korea, decided to make shopping easy.• It allowed the hard working Koreans to shop on the go by setting up a virtual store. • All you needed to do was to scan a QR code using your Smart Phone.
http://www.youtube.com/watch?v=nJVoYsBym88
Tesco - Virtual Shopping Mall
Pillars that help the Virtual World of Digital make a Real Impact
Enabling Change
• Brands and their Social communities have taken the lead in making a difference to society.
• Even support shown virtually could have a big impact in the real world.• Garnier Men’s 2 Mn strong Social Community helped accelerate the process of
rural electrification.A simple Facebook Share or a Tweet helped bring light to villages across India.
http://www.youtube.com/watch?v=7y8Qa7K8OWU
Garnier MenPowerLight a Village
Personalisation
TATA DOCOMOHyper Personalisation
http://www.youtube.com/watch?v=RLoAdNIt8bo
• Thousands of brands are serving billions of ads across mediums everyday. No wonder consumers are turning a bling eye to them.
• Social Media provides an opportunity to talk to each user individually• TATA DOCMO took this ability a step forward with its Hyper Personalised ads
Utility
The VIP Fridge Magnet
http://www.youtube.com/watch?v=AU0KYo8_9Zs
• Digital innovations help make life easy. Mobile apps and gadgets such as the Nike Fuel band not just serve as a digital merchandise but also serve great utility.
• The VIP fridge magnet took the concept of utility to the next level by creating a ‘Pizza Emergency Button’. On the click of a button, the pizza would be delivered to your door step.
Canvas for Emotions
DoveCampaign for Real Beauty
http://www.youtube.com/watch?v=Ei6JvK0W60I
• Brands with their follower base have the potential to set trends. Trends that not just define fashion but also help change age old perceptions of mankind.
• Dove sends out a strong message to all the women in the world that ‘They are Beautiful when they are Natural’
Co-Creation
Maybelline – Baby Lips
https://www.youtube.com/watch?v=xFlyaeLAvO4&list=PLSE6psEzCd92-Ou-RwegqMCKpda59w2Ox&index=25
• With strong Social Communities and an ability to talk to followers real time, Brands are co creating Advertising Campaigns along their Fans.
• And when the consumer owns the campaign as much as the brand, it is sure to go viral.
• Maybelline co created India’s first crowd sourced ‘Kiss Song’ with its 3Mn strong Facebook Community. And the Maybelline girl sang and shared it with all her heart.
Buzz via Marketing to a Few
Ford Fiesta Influencer Reach-out
http://www.youtube.com/watch?v=QH-_WEHJfaE
• Influencers play a key role in the success of a marketing campaign on digital. By making them try a product and sharing their reviews, their followers get first hand feedback.
• Hence by reaching out to a few select people, brands can change opinions of millions.• Ford Fiesta managed to change the age old perception
‘Ford does not make cars for the young generation’ through its Fiesta Movement