Integrating Digital Marketing presented by Mahesh Murthy (founder and CEO, Pinstorm)

INTEGRATINGDIGITALMARKETING:THE 20 RULESmahesh@pinstorm.com∫

It’s always more It’s always more beautifulbeautiful

when integrated.when integrated.

25 years. Almost as many 25 years. Almost as many media.media.FCB, Grey, Ogilvy, Channel V, Pinstorm.FCB, Grey, Ogilvy, Channel V, Pinstorm.

Print, TV, Radio, Outdoor, Display, Search, Social Print, TV, Radio, Outdoor, Display, Search, Social and more.and more.

INTEGRATINGDIGITALMARKETING:THE 20 RULESmahesh@pinstorm.com∫

Like the seasons, Like the seasons, media comes and goes. media comes and goes.

Newspapers, Radio, TV and Digital.Newspapers, Radio, TV and Digital.

Digital: Orkut, Facebook and Twitter.Digital: Orkut, Facebook and Twitter.

1∫

The pace of change is The pace of change is increasing. As are your increasing. As are your

challenges.challenges.Insist your partner keeps up – for your own Insist your partner keeps up – for your own sanity.sanity.

2∫

The larger you are, the less you The larger you are, the less you can afford to miss focus.can afford to miss focus.

Or manage many vendors.Or manage many vendors.

Let your partner manage focus.Let your partner manage focus.

3∫

Every specialist becomes Every specialist becomes obsolete.obsolete.

What do you do when yours does? What do you do when yours does? 4∫

Digital’s bigger than you Digital’s bigger than you think. think. 65m on net, 375m on mobile. 16m on Orkut, 7m on 65m on net, 375m on mobile. 16m on Orkut, 7m on

Facebook, 0.5m on Twitter. 10 hours a day. SEC A, B+.Facebook, 0.5m on Twitter. 10 hours a day. SEC A, B+.Bigger than English TV on key demos.Bigger than English TV on key demos.

5∫

It all starts with your consumer.It all starts with your consumer.Where are they? On digital? How many and how Where are they? On digital? How many and how

much?much?6∫

Find their path online – and follow Find their path online – and follow itit..Awareness? Interest? Desire? Action?Awareness? Interest? Desire? Action?7∫

No one medium outperforms No one medium outperforms others.others.No army uses just 1 weapon. Use the right mix of No army uses just 1 weapon. Use the right mix of

all.all.8∫

On building awareness and On building awareness and branding.branding.Display (Display (CPICPI not CPM),Contextual, Social, SEO, SMM, ORM not CPM),Contextual, Social, SEO, SMM, ORM9∫

On generating interest.On generating interest.Search (Search (CPUVCPUV not CPC), Contextual, CPUV display, Mobile, not CPC), Contextual, CPUV display, Mobile,

ORM. ORM. 10∫

On increasing desire.On increasing desire.Landing pages, microsites, Landing pages, microsites, CPQLCPQL, social, review sites, , social, review sites,

mobile web mobile web 11∫

On catalysing action.On catalysing action.PerfectLandings, PerfectLandings, CPLV/CPACPLV/CPA, SMS, Call, Chat, Call Center, , SMS, Call, Chat, Call Center,

Analytics Analytics 12∫

Be a master of all trades. Or a Be a master of all trades. Or a jack.jack.Be media-agnostic. Focus on audience, message. Not on Be media-agnostic. Focus on audience, message. Not on

medium.medium.13∫

Compensation determines Compensation determines incentive.incentive.CommissionsCommissions→→paid media. Retainerspaid media. Retainers→→social. social.

Performance pay.Performance pay.14∫

Structure for integration, not Structure for integration, not division.division.SEO, SEM, Display, Virals, Mobile, Social etc are not SEO, SEM, Display, Virals, Mobile, Social etc are not departmentsdepartments..

15∫

Visibility: on doing better SEO.Visibility: on doing better SEO.On-site: Flash, Tags, Maps, Copy, Age, Freshness.On-site: Flash, Tags, Maps, Copy, Age, Freshness.

Off-site: In-bound links, PR plan, directories, High PR Off-site: In-bound links, PR plan, directories, High PR pagespages

16∫

Reach: on doing better SEM. Reach: on doing better SEM. Words: Long-tail, FreshWords: Long-tail, Fresh

Bids: Lower now, CAT / SCATBids: Lower now, CAT / SCAT

Ads: 1 per word / page, languagesAds: 1 per word / page, languages

Landing pages: Relevance, SEO, site not pageLanding pages: Relevance, SEO, site not page

Tracking: don’t use GA, try new stuffTracking: don’t use GA, try new stuff

17∫

Impact: on doing better display.Impact: on doing better display.Size: Own the pageSize: Own the page

Construct: Movement better than stillConstruct: Movement better than still

Message: Intrigue, don’t just informMessage: Intrigue, don’t just inform

18∫

Buzz: on doing better social Buzz: on doing better social mediamediaIdentity: Your own, don’t fib.Identity: Your own, don’t fib.

Character: Fit in before you try stand out.Character: Fit in before you try stand out.

Message: on network.Message: on network.

Blogs: own and others.Blogs: own and others.

Facebook, Orkut: Apps and fansFacebook, Orkut: Apps and fans

Twitter: Deserve to be followed.Twitter: Deserve to be followed.

19∫

Integrate: make small look big. Integrate: make small look big. Small can be nimble – move faster than others.Small can be nimble – move faster than others.

Look bigger to customers and prospects.Look bigger to customers and prospects.

For far less money than the big guys have. For far less money than the big guys have.

20∫

Integrate with peace.Integrate with peace.Nothing to lose but your inhibitions.Nothing to lose but your inhibitions.

0∫

One quick case.One quick case.∫

151 responses151 responses∫

151 responses151 responses∫

An astounding 46% would An astounding 46% would change!change!∫

Most didn’t seem to need/use VASMost didn’t seem to need/use VAS∫

Perception of strengths Perception of strengths ∫

Perception of weaknessesPerception of weaknesses∫

What is of value to them?What is of value to them?∫

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Abhishek and the minister.Abhishek and the minister.∫

Social Media Optimization is a set of methods for generating publicity through Social Media, Online Communities and Community Websites.

Blogs

Forums

Video/Photo Sharing websites

CommunitiesSocial Networking Sites

Thus, focus is on driving traffic from sources other than Search Engines

Virtual Reality – Second Life

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How did we promote this?How did we promote this?∫

SEM:SEM:∫

SEOSEO∫

Contextual AdvertisingContextual Advertising∫

On Yahoo! AnswersOn Yahoo! Answers∫

On Digg.comOn Digg.com∫

Blog marketingBlog marketingWe created a blog at myidea4india.wordpress.com to showcase the top ideas that were voted for on the myIdea website.

We use the blog to bring to the fore what we thought were some of the best ideas. We elaborate on the issues the myIdea represented and asked users to vote accordingly.

This is another way for our TG to find us.

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On TwitterOn Twitter∫

Viral:Viral:∫

∫ Contextual DisplayContextual Display

Contextual DisplayContextual Display∫

Apps: Google, Facebook, Apps: Google, Facebook, OrkutOrkut∫

Pay-for-performancePay-for-performance∫

Integration results:Integration results:

• Catching up with Jaagore as the most consumer-involving campaign in India.– 3 weeks vs 12 months– Only online vs crores on TV

• Queries from advertisers to use it as a platform for ads

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Integrate and rule the world.Integrate and rule the world.There’s no limit to how big you can get.There’s no limit to how big you can get.∫INTEGRATING

DIGITALMARKETING:THE 20 RULESmahesh@pinstorm.com∫

∫INTEGRATINGDIGITALMARKETING:THE 20 RULESmahesh@pinstorm.com∫ Questions? Answers? Questions? Answers?

SMSes?SMSes?