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India's Next Billion Internet Users - How can Brands leverage this
The document discusses strategies for brands to engage with India's rapidly growing internet user base, which is largely mobile-driven. It emphasizes the importance of mobile-first design, voice search, and vernacular content in digital marketing, noting significant usage statistics across various platforms like WhatsApp, YouTube, and regional languages. Case studies illustrate the effectiveness of tailored advertising strategies and multi-lingual campaigns in enhancing user engagement and lead generation.
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India's Next Billion Internet Users - How can Brands leverage this
- 1. Dated – 4thMay 2018 What can Brands do, to engage with India’s next billion Internet Users Vikas Chawla | Co-Founder, Social Beat | [email protected]
- 2. Digital Penetration inIndia Thinking Mobile First Voice and what’s gonna change Video Consumption & what it means for brands Multi Lingual Strategy
- 7. Internet users inIndia
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- 9. 80% of internetusage in India is on Mobile – highest in the world Source:World Bank & Factor Daily
- 10. Facebook Users inIndia
- 11. 240 000 000 66%active daily
- 12. 12Source: Mobile is aconstant companion of MAUpeople access Facebook monthly on mobile 240M 97% =
- 13. Indian Users onWhatsapp ?
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- 15. How many billionmessages sent globally, every day?
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- 17. Indian Users onInstagram ?
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- 19. Indian Users onLinkedin ?
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- 21. Indian Users onYouTube ?
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- 23. Putting India inperspective Population: 1241m TV: ~150m Households Mobile: ~1000m Internet: ~450m
- 24. Phenomenal growth inInternet Subscribers in India, especially in smaller towns – owing to Jio Source: Mary Meeker & Kliener Perkins Report of May 2017 - kpcb.com/InternetTrends
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- 26. 80% of internetusage in India is on Mobile – highest in the world Source: Mary Meeker & Kliener Perkins Report of May 2017 - kpcb.com/InternetTrends
- 27. ~70% traffic comesfrom mobile devices; Mobile-first design enhances rate of conversion
- 28. Accelerated Mobile Pagescan reduce cost per acquisition by 50% Using Accelerated Mobile Pages(AMP) reduces the page load speed, which henceforth increases the quantity of leads and also reduces the cost per lead. Based on our past experience use of AMPs for Real Estate Accounts have: •Increased the Conversions by 90 to 100% •Reduced the CPL by 40 to 50%
- 29. 29ROI Driven DigitalMarketing More & more platforms are moving to an integrated experience for marketers – E.g. TrueCaller
- 30. 30ROI Driven DigitalMarketing Even Social Media Campaigns need to be Mobile First
- 31. Whatsapp has massiveadoption and usage Over 50 billion messages are sent through WhatsApp every single day
- 32. Whatsapp is installedon 90% of Indian smartphones 90% of Indian smartphones have Whatsapp installed on them
- 33. The app hasmassive adoption and usage One to many, not one to millions!
- 34. Google My Businessis no longer just for organized retailers • Time • Route • Voice Based
- 35. Opportunity to amplifyoffers, content to users
- 36. Offline Retailers canleverage as Google Maps scales up Driving Directions to the Store Calls from Digital Online Offers redeemed at the Store % of customers who found the store via digital
- 37. Google Adwords canalso be leveraged to unveil the power of Mobile & Local
- 38. Google Adwords canalso be leveraged – Missed Call Feature
- 39. Progressive Web Appswill slowly overtake apps
- 40. Voice & What’sgonna change
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- 42. 28% of allsearches are voice 400 Growth in Hindi Voice Search
- 43. Assistants are goingto be key
- 44. Featured Snippets areKey in Search, especially for Voice Search
- 45. 45ROI Driven DigitalMarketing Example of Pillar Content to get to Featured Snippets
- 46. 46ROI Driven DigitalMarketing Example of Pillar Content to get to Featured Snippets Link to the page: https://www.casagrand.co.in/ultimate-property-buying-guide-NRIs-India/ No of words: around 6000 words
- 47. Google is movingtowards supporting voice search in these 11 indic languages
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- 49. 9X growth indata usage, since Jio launched Source: Mary Meeker & Kliener Perkins Report of May 2017 - kpcb.com/InternetTrends
- 50. Jio has madeits users accustomed to data 9.7GB per user per month
- 51. 51ROI Driven DigitalMarketing Learning’s from YouTube BrandCast • 90% of time spent on digital videos in India is not in in English • 60% of video content is consumed by cities outside the top 6 cities in India • YT has 225 Million unique Indian user • Audiences below 20 and above 40 have seen a 3X increase in YT viewership while 20-40 have seen a 2X increase • Director's Mix - Youtube's latest feature for customized video
- 52. But Videos onDigital need to be different A square video occupies greater space on the mobile screen and grabs more attention Most videos play in mute on mobile. Adding subtitles engages users from the very start The video for mobile was much shorter Square videos result in 30-35% higher video views & 80% increase in engagement Glamrs does not use subtitles However, captions are crucial for the first 3 secs of the video where 47% of value in a video campaign is delivered
- 53. 53ROI Driven DigitalMarketing Start with your most captivating moments Engage with copy CAPTURE attention quickly DESIGN for sound off PLAY more Explore vertical frames FRAME your visual story Play with grids Sponsored • Kettle Cooked Sponsored • AARP
- 54. 54ROI Driven DigitalMarketing Create compelling thumbnails and titles – This improves CTR and thereby influences rankings
- 55. 55ROI Driven DigitalMarketing Optimize each video while uploading
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- 57. INDIAN LANGUAGE INTERNETUSERS HAVE OVERTAKEN ENGLISH
- 58. Non English Consumptionis only growing – especially with regards to Tamil, Telugu & Hindi
- 59. E.g. of createdshareable content in multiple languages for Citibank - For e.g. 436 shares across channels
- 60. A Sample CreativeCampaign 16 million views 1.5 Lakh Shares 25 million Reach of the Tamil speaking audience online
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- 62. Creative & Bi-Lingualhelps in increasing shareability I BUY FRESH : #IbfPaadalVarigal Series
- 63. Creative & Bi-Lingualhelps in increasing shareability
- 64. We Specialise inCreating Vernacular Video Content in Keeping with Growing Demand and Popularity of Native Language Online “6 Life Lessons you can Learn from the Ant” received Phenomenal Likes and Shares in Hindi, in Comparison to the already Highly popular video in English created for our Client Chola 75,000+ Shares ~3000 Shares
- 65. We use NativeLanguage content to reach non-english speaking segments of TG in 22 regional Languages
- 66. Case Study donewith Google - vernacular focussed, GDN heavy strategy helped increased the overall lead volume by 90% QoQ and overall click volume by 85% QoQ. ● Vertical: Real Estate ● Client Background: Casagrand Builders is a Real Estate enterprise committed to building aspirations and delivering value. With presence in cities like Chennai, Bengaluru etc, it’s 68 landmark projects are a testimony to this commitment. ● Objectives: In a crowded Real Estate market, the client wanted to increase leads and achieve scale at lower CPLs. Through multiple project launches, they also wanted to capture the mindspace of qualified buyers to drive leads for their projects. CLIENT OBJECTIVES + BACKGROUND ● Leverage Brand & Generic searches: Maintained high Impression share on all Brand related searches & bid competitively on Generic keywords to increase overall reach & click volume. ● Maximizing the potential of Google Display Network: Identified Display as the lever to drive massive reach with its intent rich signals and reach out to audiences contextually. Gmail Ads and bucketed Custom Affinity audiences were used and worked particularly well. ● Localized Ads: As Indian regional language user base explodes to ~76Mn over the next 5 years*, localization as a trend is emerging in the Digital Classifieds space, and especially in Real Estate. The Google team and the client identified Tamil audiences as the captive TG and created ads in Tamil language for specific projects such as Casagrand Uptown, generating high quality leads over time. SALES APPROACH RESULTS ● The vernacular focussed, GDN heavy strategy helped increased the overall lead volume by 90% QoQ and overall click volume by 85% QoQ. ● Over 50% of Q4’17 spends for the Uptown project were on Indic Display creatives and targeting, driving more conversions at a 60% lower average CPL than normal display creatives. “With vernacular language content growing faster than English, we experimented with vernacular ads to reach the right target audience. Through the regional ads, we were able to create a bond of trust and comfort with our audience. This in turn helped us increase our leads considerably.“- Mr. Gautam Aggarwal, Vice President - Product Development Google. Casagrand Q4’17 Country: India *Source: Indian languages study by KPMG and Google, April 2017 Sales POCs: Sonal Arora (ADM) | Anurag Ranjan (AS) -60% +300%
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- 69. What does allof this mean for us at Social Beat? • Think Mobile First at all points (starting from Concepts / Wireframe/PWA / Content) • Speed + UX catering even to low end phones • Think Multi Lingual • Video + StoryTelling is going to help break through the clutter • Voice + Chat Bots are here to stay – start leveraging them
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