Digitalmarketingoverview 2014 140103091416 Phpapp02 (1)

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Digital Marketing Overview

2014



Agenda

1. Importance of digital media

2. Engagement3. Inuencers4. Social CRM and ORM5. nal!tics and ROI

". #uture $rends%. Industr!



Is digital media important?



Digital Media – Brand Equity Perspect

Brand equity& set of 'rand assets and lia'ilities lin(ed to a 'rand name an

s!m'ol) *+ic+ add to or su'tract from t+e ,alue pro,ided '! a product or ser,

David A

-randEuit!

*areness

d,ertising

/OM

0o!alt!

Engagement

Communit!

ualit!

$ransparenc!

ssociation

Responsi,e

Cares



ar er !nsu"er ec s !n#!urney$%e &unnel

Mar(eters +a,e long used t+e famousfunnel metap+or to t+in( a'out touc+points& Consumers *ould start at t+e*ide end of t+e funnel *it+ man!'rands in mind and narro* t+em do*nto a nal c+oice.

Consumers started *it+ a large num'erof potential 'rands in mind and

fter purc+ase) t+eir relations+ip *it+t+e 'rand t!picall! focused on t+e use

of t+e product or ser,ice itself.

Source& -randing in t+e igital ge& 6ou7re Spending 6our Mone! in ll t+e /rong 8laces.



un a"en a c anges npurc%ase• !nsider ' Buy& Mar(eters often

o,eremp+asi9e t+e consider and'u! stages of t+e :ourne!)allocating more resources to'uilding a*areness

• Evaluate ' Adv!cate& Mar(etingin,estments t+at +elp consumersna,igate t+e e,aluation process

and t+en spread positi,e *ord ofmout+ a'out t+e 'rands t+e!c+oose

• B!nd& If consumers7 'ond *it+ a'rand is strong enoug+) t+e!repurc+ase it *it+out c!cling

t+roug+ t+e earlier decision; :ourne! stages. <elps in 'uilding'rand communit!

Source& -randing in t+e igital ge& 6ou7re Spending 6our Mone! in ll t+e /rong 8laces.



(l!)al

• *1+ !, )rand w!rd !, "!ut% oninternet is due to $= ad,ertising 1

– 1>? of *ord of mout+ is due to 8R)e,ents and 'rand ne*s

• 24+ decline in c!n-dence on $=ad,ertising2

• 1.+ increase in trust !n /!rd !,M!ut% since 2@@% for purc+ase

ndia

• + !, internet users re,er t!!nline reviews 'efore purc+ase3

– Second most trusted source after friendsand famil!

• 21+ decline in c!n-dence on $=ad,ertising for purc+ase

1ata2decision researc+ 2@13 +ttp&AA***.*arc.comA0atestBe*sABe*sA$=ad,ertisingis,italto*ordof2Bielsen $rust in ad,ertising F2@12G +ttp&AA***.nielsen.comAusAenAreportsA2@12Aglo'al;trust;in;ad,ertising;and;'

3Bielsen India Release Fpril) 2@12G +ttp&AA***..nielsen.comAsiteAdocumentsABielsen$rustind,ertisingHlo'a

Brand advocacy is animportant driver of braconsideration and choiin the age of social we

"pact !n Purc%ase &unnel



"p!rtance !, digital "edia

• Consumers spend more time on digital

media• Inuencers) Engage *it+ lo!alists

-rand

Engagement

• irect sales c+annel• Reduce lead costsSales

• Instant feed'ac(• Reduce online negati,e *ord of mout+#eed'ac(

• -etter understand consumption patterns)'rand perceptions in social contetResearc+

•

-uild digital 'rand asset for 'rands suc+ ascommunit!-rand Communit!



Digital Media is now an important part ocommunication mix



How should I run a digital campaign



Brand Engage"ent

• $!uc% P!int•

Since consumer spend more time on digital) it'ecomes an important touc+;point

• Brand ecall• id 'rand recall

• 3!yalty• %aring

• -rand acti,it! is ,isi'le t+roug+ social nature ofdigital media

• Engage"ent requires• esearc% ; Rig+t understanding of audience•

$argeting J EKecti,e targeting t+roug+ media planning tools• E5ecuti!n J Creati,e t+at integrates desired 'rand positioning *it+

target audience understanding



Digital a"paign

Stage 1ettingO)#ectives

Stage 2!nceptuali6e

Stage 3E5ecute

StaMea

Metrics-rand*areness

SalesS+are of =oiceSentimentHro*t+ incommunit!Engagement

&act!rs1. -rand

personalit!

2. Integration*it+ o,erallcommunication

3. Lnderstanding $arget

udience

&act!rs1. ecide

8latforms

2. Media -u!ing3. Engagement

tools4. Optimi9ing

media FC$R)C8M) C8CG

&act!rs1. Lse o

anal!

tools2. ROI J

CommmemEnga



7ey success ,act!rs

e!facto

rs

Aligned

wit%)randpers!na

lity

$argetAudienc

e

ntegrated

/%y digital ca"paigwr!ng8

9!t aligned *it+ t+e o,'rand positioning

9!t integrated *it+ otcommunication suc+ as 8rint) Radio etc.3ack !, understandingdigital +a'its of t+e targaudience



Which platforms are more important focampaign?



Plat,!r"s

Source& Ma+es+ Murt+! ; RoI in social mar(eting& some metrics. -! Ma+es+Murt+! of 8instorm

"p!rtant questask8

Is t+e platform alig*it+ m! o':ecti,es

oes it +elp 'uild acommunit!D

Is it +elping createdigital assetD



!""!n Mistake

%asing &ace)!!k &ans:

• Typically less than !of your updates areshown to your fans

• "ou need a sponsoredstory to reach your ownfans

• #very time you need toengage with $ans% you

need to spend more&

Source& Ma+es+ Murt+! ; RoI in social mar(eting& some metrics. -! Ma+es+Murt+! of 8instorm

s &ace)!!k page a digital asse

a )rand8



/%y did t%is %appen8

• #ace'oo( is a Social Bet*or(ing platform

• /it% "!re ads and )rand updates; user l!!se

interest; w%ic% %ar"s &ace)!!k as a plat,!r"

• &ace)!!k st!ck price was declining

•

$! )!!st revenues; st!ck price; )rands were asked pay "!re t! reac% t%eir !wn ,ans

• #ace'oo( +as launc+ed ne* ad formats J In feeds) and ,id

eps vs ! e ur ng



eps vs< ! e ur ng201=

P3 201= seas!n

Pepsi>s s%are !, v!ice was )ack t! t%e sa"e level a,ter investi%eavily in P3 201=

Source& 8epsi ,s. Co(e stud! J ri99lin Media



How important is the creative aspect

d ll



ed Bull trat!s

$%



$%e !nsequence



Inter'rand(s top )** 'rands +*)+ , Mosthem have not spent too much on M

Buying&







-trong digital campaigns should 'e a pathe overall Integrated Marketing

.ommunication

E l D l B t



E5a"ple? D!ve eal Beauty

4+!, w!"en in t%e

c!nsider t%e"s)eau

Dove's real beauty story isalmost > !ears old) *+ic+ 'egan*it+ mar(et researc+ in 2@@4 t+atindicated t+at onl! 4? of *omen int+e *orld consider t+emsel,es

'eautiful.D!ve>s ca"paignreceived "!re t%an @0"illi!n visits



Is there any other way of engagemen



Information /ow in a group depends oin/uencers

"p!rtance !, inuencer engage"en



"p!rtance !, inuencer engage"en

Source& +ttp&AA***.

nuencers

http://www.marketwired.com/





nuencers

• &!ll!wers• n eisting follo*er 'ase

•

redi)ility• Credi'ilit! on a topic e.g. coo(ing) automo'iles

• !""unity• -elong to a communit! Fsocial and ps!c+ologicalG and +a,e a strong

inuence

!w t! g! a)!ut inuencer engage"ent8

denti,y$arget

Audience

denti,yinuencers• $!!ls Ctatsit• Bl!g

Aggregat!rs

Pr!"!tenuencer

engage"ent

MeaEngag

E5a"ples



E5a"ples



How to manage angry consumers on somedia?

!cial M



!cial M

Bot responding to angr! consumers on social media on time +as t+epotential to 'e a 8R disasterN

• Consumer are po*erful• Rants can go ,iral• Consumer can organi9e in groups

• t requires y!u t! )e• 8roacti,e• Responsi,e• S!mpat+etic to pro'lems• Engaging in follo*;up

• !""!n "etrics• #irst response $urn round $ime F$$G• Resolution response $$

$!!ls



$!!ls



How should I measure whether the activon digital media have 'een successful or

O



O

trategic Sales Euit! Mar(et S+a

S+are of =oice Sentiment

Hro*t+ in trac

EngagementHro*t+ in #ans Hro*t+ in

follo*ers

$actical Clic( t+roug+ rate Cost per cl

ROI from a tactical to strategic continuum



$uture Trends

ec!nd creen



ec!nd creen

Devel!pingc!untries are dri,ingglo'al internet andmo'ile usage gro*t+1

!untry

200.11Additi!nalnternet usersCMn

2011 nternetFsers CMn

GHG (r!wt%

C+ina 215 513 12?ndia @I 121 =.+

Indonesia 3% 55 22?8+ilippines 2P 34 44?

F<<A 1* 24* 1+

18C- 2@12 igital $rends +ttp&AA(pc'.comAinsig+tsA2@12;internet;trends2Internet and Mo'ile ssociation of India FIMIG and Indian Mar(et Researc+ -ureau FIMR-G+ttp&AA***.information*ee(.inAinternetA13;@3;14A%%percentofindianusersusemo'ileforsocialmedia3 Canal!s F2@13G +ttp&AA***.canal!s.comAne*sroomAde,eloping;mar(ets;*ill;dri,e;smart;p+one;mar(et;gro

ndia tatsC201= 2

4+ of all internet users use socialmedia

@2 "illi!n ur'an social media users

.2+ penetrati!n of social mediain college students

+ of Indian users use mo'ile forsocial media

M!)ile nternet Fsandia C201=

=I< "illi!n acti,e minternet user 'ase

=2<* "illi!n acti,e sonet*or(ing users

1.<2 "illi!n of acti,eInternet users access smedia

"artp%!nes C201= 3

0.0+ gr!wt% in smartp+onesales in 2@14 *ill 'e dri,en '!-RIIC nations

@1<4+ gr!wt% prediction insmartp+one sales in India

1I+ A( in -RIIC mar(etspredicted 'et*een 2@12;2@1"

"p!rtance !, "ultiscreen



"p!rtance !, "ulti screen

!cial $J



!cial $J

• nternet did n!t kill $J:

• !cially integrated viewing eperience +as assuaged t+e initial

fears of some professionals in t+e tele,ision industr! *+o

*ondered if social media *ould drasticall! reduce t+e amount of

time people mig+t spend in front $=

• Social media is no* recreating Kgr!up viewingL *it+ people

tal(ing a'out programs on spaces created '! 'roadcasters

• $+is intersection of $= and social media +as led to t+e emergence

of Social $=

• online social interactions that occur between viewers

while watching television

!cial Media is %elping $J



!cial Media is %elping $J

<n!?

Attenti!n span statistics1 D

1 $+e a,erage attention span in 2@12 P

2 $+e a,erage attention span in 2@@@ 1

• Beed to target engaged audiencedue to declining attenti!n span ofconsumer

1$read*a!) C.) Q Smit+) M. F2@1@G. #ace'oo( mar(eting& n +our a da!.Indianapolis) IB& /ile!2Motorola engagement researc+. nal!sis of ,ideo consumption +a'its of >)5@@ consumers across 1% mar(e+ttp&AAmediacenter.motorola.comA8ress;ReleasesAMo'ile;e,ices;and;=Rs;S+ifting;Hlo'al;Media;Consumptio3 <arald /einreic+) <artmut O'endorf) Eelco <erder) and Matt+ias Ma!er& Bot uite t+e ,erage& n Empi

• Hro*ing popularit! of social media +as coincided *it+ t+e decline of a consumof traditional media1. – (r!wt% !, s!cial "edia is driving p!pularity !, $elevisi!n !""ercials C$Js.

• pikes in !nline c!nversati!ns ar!und %uge events li(e t+e Cric(et matcor t+e Oscars s+o* +o* digital con,ersation is dri,ing more people to tune in

• 4=+ pe!ple ,!ll!w s!cial "edia c!nversati!ns a)!ut a $J pr!gra" on companion mo'ile de,ice *+ile *atc+ing t+e program2

!cial Media users ,!ll!wing c!nversati!ns w%ile watc%ing $J C201=2

ateg!ry Devel!ping !untries Devel!ped !u

Passive listening =0+ 1%?

Active engage"ent 2+ 1@?

E5a"ples? uper B!wl



E5a"ples? uper B!wlSuper -o*l 0=II set a ne* ll;$ime Record in social $= *it+ 3@."M social med

comments. $*itter accounted for 2%.%M) pu'lic #ace'oo( accounted for 2.PM

rcesps&AA*ordpress.'luenla's.comA'logA2@13A@2A@4Asuper;'o*l;up;15@;in;social;t,;sets;ne*;all;time;recordAp&AAmas+a'le.comA2@12A@2A@"Asuper;'o*l;l,i;social;t,;statsA

ustaina)ility

https://wordpress.bluefinlabs.com/blog/2013/02/04/super-bowl-up-150-in-social-tv-sets-new-all-time-record/

http://mashable.com/2012/02/06/super-bowl-xlvi-social-tv-stats/

http://mashable.com/2012/02/06/super-bowl-xlvi-social-tv-stats/






ustaina)ility

One of t+e 'iggest c+allenges in

sustaina'ilit! till no* +as 'een t+eun*illingness of consumers to pa! morefor goods t+at too( care of t+e societ!.

recent stud! '! Bielsen t+at sur,e!edmore t+an 2>)@@@ glo'al respondentsfound out t+at t+e percentage of people*illing to re*ard companies t+at ga,e'ac( to t+e societ! +ad increased to 5@?in 2@13 from 45? in 2@11

$+e demograp+ic *illing to spend more isalso t+e demograp+ic t+at is more acti,e

on social media

urce& +ttp&AA***.domainof+ope.comA2@13A@PAcompanies;'ill;and;csr;to;impact;indian.+tml

"pact !n c!untries suc%

Companies -ill and to impact Indian So

Media in,estments

E5a"ple? Fnilever KProject unlight L

http://www.domainofhope.com/2013/08/companies-bill-and-csr-to-impact-indian.html

http://www.domainofhope.com/2013/08/companies-bill-and-csr-to-impact-indian.html



p j g

8ro:ect Sunlig+t campaign ;; a sustaina'le lifest!le initiati,e.

8ro:ect Sunlig+t launc+ed Bra6il; ndia; nd!nesia; t%e F7 and t%e F) isencouraging parents to :oin *+at Lnile,er sees as a gr!wing c!""unity opeople *+o *ant to ma(e t+e *orld a 'etter place for c+ildren and futuregenerations.

"pact? 11 "illi!n views

rces&p&AAadage.comAarticleAt+e;,iral;,ideo;c+artAunile,er;s;pro:ect;sunlig+t;campaign;ma(es;,iral;c+artA24543>Ap&AA***.unile,er.comAmediacentreApressreleasesA2@13ALnile,erlaunc+espro:ectsunlig+tane*initiati,etoinspiresustaina'leli,ing.asp

http://adage.com/article/the-viral-video-chart/unilever-s-project-sunlight-campaign-makes-viral-chart/245439/

http://www.unilever.com/mediacentre/pressreleases/2013/Unileverlaunchesprojectsunlightanewinitiativetoinspiresustainableliving.aspx

http://www.unilever.com/mediacentre/pressreleases/2013/Unileverlaunchesprojectsunlightanewinitiativetoinspiresustainableliving.aspx






How is the industry organi0ed?

ndustry



ndustry

DigitalMedia

reativ

e

Ad

$ec%

P

Media)uyin

g

esearc%

igital media industr! +a• 8ure creative agencies t

conceptuali9e and create dcampaigns

• Old ad and P agencies+a,e etended t+eir ser,icdigital

• $ec%n!l!gy c!"panies*or( on customi9ed solutisuc+ as *e'sites) applicatetc.

• SEO) SEM

• $ec+nolog! companies t+apro,ide analytics andintelligence



Thank "ou

.ontact me at we'1sushant2gmail1comwww1domainofhope1com

Additi!nal eads

mailto:[email protected]

http://www.domainofhope.com/

http://www.domainofhope.com/

mailto:[email protected]



Adage Digital+ttp&AAadage.comAc+annelAdigitalA2@

Branding in t%e Digital Age? G!u>re pending G!ur M!ney in At%e /r!ng Places+ttp&AA+'r.orgA2@1@A12A'randing;in;t+e;digital;age;!oure;spending;!omone!;in;all;t+e;*rong;placesAarA1

ede-ning Advertising? !w 201= $rans,!r"ed DigitalMarketing+ttp&AA***.google.co.inAt+in(Ainfograp+icsAredening;ad,ertising.+tm

! in s!cial "arketing+ttp&AA***.slides+are.netAma+es+murt+!Aro;i;in;social;mar(eting;so

;metrics;'!;ma+es+;murt+!;of;pinstorm

http://adage.com/channel/digital/20

http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1


http://www.google.co.in/think/infographics/redefining-advertising.html

http://www.slideshare.net/maheshmurthy/ro-i-in-social-marketing-some-metrics-by-mahesh-murthy-of-pinstorm




http://www.google.co.in/think/infographics/redefining-advertising.html



http://adage.com/channel/digital/20

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Digitalmarketingoverview 2014 140103091416 Phpapp02 (1)