understanding digital marketing and getting it right
DESCRIPTION
Why digital media matters Capgemini Consulting conducted a joint study with Havas Media seeking to highlight some of the proven results of digital media, as well as its contribution to a multimedia plan. In this paper, we highlight why marketers must pay close attention to digital media and how it can help them achieve higher ROI by complementing traditional advertising. We conclude with a set of actionable recommendations on getting digital marketing right.TRANSCRIPT
Digital Media is taking the world by storm
UnderstandingDigital Marketing
and Getting it Right
By 2017digital advertisingis estimated to beworth $170 Billion
This represents70% increase from current levels
ROI generated in a Web/TVcampaign launched by Havas Media
for a food sector client
Web campaign
TV campaign
Expands Reach
Targetaudience profile
Cost perimpression
Reach ofdigital media
Saturation pointin traditional media
Required Impact-short/long term
Campaignbudget
Identify saturationpoint in traditionaladvertising
Use digital incampaigns wheretraditional media hitssaturation point
Determine thecorrect allocationof digitalin media mix
Focus on contentand channel
Measure ROI withenhancedconversion models
1
2
34
5
70% of campaigns carried
Havas Media invested
Adoption of Digital Media is still in early stages
Factors impacting digital’s proportion in media mix
How to Get Digital Marketing Right?
Reinforcescommunication Targets Better
DIGITAL’S PROPORTION IN MEDIA MIX
Digital Complements Traditional Media
Vs
Reach out: Interested in reading the full report? Head to http://www.capgemini-consulting.com/role-of-digital-in-media-mixFollow us on Twitter @capgeminiconsul or email [email protected]
out in 2011-2012 by
Vs
170 100
Offline advertisementdrives online searchfor 62% of smartphoneowners
For the AB+ population, In campaigns where,
ROI higher by 20%
62%
100%budget
Vs20%budget
Coverage of thecampaign increases by5 percentage points
< 10% of their budget
in digital media