Leveraging digital to build brands

Leveraging digital to build brands

• 1.
  Leveraging Digital ToBuild brands Peshwa Acharya [email protected]
• 2.
  Define Brand Objective •Communicate • Engage • Lead Generate
• 3.
  Define Digital • Web site • On line Advertsing • Mobile Advertising • Apps • Social media
• 4.
  What would aCMO review • Web presence • Website Analytics & Usablity • Search Engine Optimization • Paid Search ( Ad words ) , campaigns • Social media optimization • Community Engagement • On line Reputation management ( ORM ) • Digital Advertising
• 5.
  Digital Advertising Facebook Internet Mobile Twitter Social Pop-up Ads Text messages Linkedin networking websites Flash Ads Brand App Myspace Blog Video Ads Voice Ads Flickr Banner Ads Interstitials In-App Ads Dedicated On site Caller tone Ads Website sponsorship Classified Mobile internet Google Ad Advertorials banners News words Site capture QR Code letter Text Ads Micro site methodology Inbox banner E-mail Ads Ticker
• 6.
  Digital Advertising Pie • Display ( 20 %) • Search ( 21 %) • Online classifieds ( 55%) • Mobile advts ( 4%)
• 7.
  • Which Categoriesdoes display advts
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  Share of DisplayAd type spend by Industry FY 2011- Base INR 571 crores 20% 17% 13% 15% 11% 12% 8% 8% 8% 8% 10% 5% 5% 5% 5% 1% 0% FY 2012- Base INR 676 crores 20% 10% 18% 13% 14% 11% 8% 8% 8% 8% 3% 5% 5% 1% 0% Source: IMRB International
• 9.
  Role Of Digitalin each Category / Industry • Travel : Destination Branding , Search , Comparison , Experience , Buying . • BFSI : Search , Comparison, Credibility building , Reach , Information . • Telecom : Reach , Engagement , Technology Demystification . • Auto : Information , Search , comparison , Review . • CDIT : Search , Review , Engagement .
• 10.
  What Future Trendshold
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  THE MOBILE LANDSCAPE(India) Total Mobile Subscribers (activations) 800Mn + Active Mobile Subscribers 500Mn + Total GPRS-enabled mobile sets/subscribers 200Mn + 80Mn + (all users) Total GPRS-enabled mobile sets/subscribers (active feature and smart phone users) 250,000 Apple Ipad 30% Tablets Samsung tablet Others sold in Blackberry Playbook 213 million units * 2011 Total mobile devices sold 70% in 2011 *Source: GARTNER INC. 231 million units * Estd. Total mobile *Source: LiveMint.com and IDC Centre for devices sale in 2012 consultancy and research *Source: GARTNER INC. Out of 231 million units, 18.5* Million expected to be SMART PHONES
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  APPS MARKET ININDIA Apple App Windows Store MOBANGO market place GETJAR Blackberry Nokia store Android App store Various Apps stores distribution platforms in India FREE PAID 1.5-2 mn+ 90% 10% Total number of Apps available across Apps store IN-APP Advertising Text Video HTML5 market is less than Banner Ads Ads Ads 5% of mobile display advertising Types of IN-APP Advertising market
• 13.
  MOBILE INTERNET SCENARIOIN INDIA 100mn+ 35mn+ ESTD. TOTAL ESTD. TOTAL MOBILE INTERNET MOBILE INTERNET USERS IN INDIA USERS IN INDIA who access mobile who access mobile internet once in internet ONE YEAR EVERY MONTH 3% 97% 96% Users under the age of 35
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  MOST POPULAR CONTENTBROWSING ACTIVITIES* DOWNLOADING DOWNLOADING DOWNLOADING MUSIC APPS VIDEOS 71% 59% 61% 62% 52% 59% Opera Users Other Users * SOURCE: Opera India
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  TOP 20 SITESACCESSED ON MOBILE INTERNET IN INDIA * TOP 20 DEVICES USED TO ACCESS* internet on mobile wikipedia.org 80% 20% vuclip.com cricbuzz.com songs.pk getjar.com yahoo.com zedge.net * SOURCE: Opera India mobile9.com nimbuzz.com sports.opera.com TOP platforms for surfing internet* bfish.in dictionary.com peperonity.com espncricinfo.com JAVA ME BLACKBERRY iOS indianrail.gov.in bing.com SERIES 60 ANDROID in.com * SOURCE: Opera India * SOURCE: Opera India
• 16.
  Facebook landscape inIndia INDIA HAS THE 3rd LARGEST FACEBOOK USERS BASE IN THE WORLD
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  Facebook landscape inIndia FACEBOOK’S MONTHLY ACTIVE USERS *Access Facebook atleast once in last 28 days 45 Mn + 27% 73%
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  Age distribution < 18: 12.5% 18-24: 48% 25-34: 28% 35-44: 7% 45+: 4.5% Top 5 cities with FACEBOOK users Top 5 most liked ‘BRAND PAGES’ 40% users share Mumbai Tata Docomo their relationship Delhi Kingfisher status Bangalore Fastrack India Of which, Chennai Vodafone ZooZoos 32% are in Hyderabad Pepsi India relationship (married, engaged, or in relationship) 68% are single
• 19.
  Challenges Faced byBrand / CMO • Understanding the role that digital media can play and what / how the medium can deliver (as against that of other media). • No guarantee on return on investment (because emotions cannot be measured) • Arrive at a budget for digital plan (and how it should be allocated at various platforms) • To determine the stage at which digital media should form a part of media strategy • Setting targets for digital media (deliveries) • Monitoring competitor’s activity
• 20.
  Challenges Faced byBrand/ CMO(..cont’d) • Measurement and evaluation – Proving the value of the social media efforts is a challenge for an advertiser. The cause for it is that social media is still evolving, solid quantitative data that supports the ROI of your effort may be hard to come by • Choosing the right digital media channels (predicting the popularity of a new technology platform & its effect on the existing one) • Coming up with creative ideas for your social media marketing campaigns • Specifically for a global marketer, the core challenge has been to deliver relevant messages to the local market, but in an age where assets designed for one country are rapidly shared around the world, the challenge is to give global consumers a delicate balance of local, regional and global campaigns – simultaneously •