Decoding Digital DNA in India - A strategic approach for all PR Agencies

www.piyushaggarwal.me @[email protected]

Decoding Digital DNAA Strategic Approach for PR Agencies in India

A presentation by Piyush Aggarwal

http://www.piyushaggarwal.me

mailto:[email protected]


Beforewe go

forward

Lets go back




Media Flashback 2013




-5% +5% +44.64% -0.93%

Source: IAMAI




14.2 Million people booked rail tickets

1.4 Million people booked air tickets

59.2 Million people purchased online

2.39 Million people uploaded matrimony profiles

2.84 Million people uploaded resume online

26 Million people joined Facebook

Source: IAMAI



#1

#2 #3 #4 #5

#6 #7 #8 #9

Source: Alexa 2013

2013 Top Traffic Websites in India





102+ Million 7.97%

21+ Million 7.00%

35+ Million 13.73%

25+ Million 7.29%

25+ Million 21.43%

India Users % Share



DISRUPTIONhas begun!!




Here’s some data that proves this

further.







Not a single app of any digital publisher

in Top 10 list




Our existing media models are continuously getting disrupted by technology


Audience Trends



Audience attention time is getting segmented(TV to PC > PC to Mobiles > Mobile to Wearable)




Content Experience Level is becoming more Interactive + Engaging + Immersive

Conversation is moving away from “how do I get more leads”

to “how do we engage more qualified customers”

Traditional lead generation does not work in the age of eCommerce

& instant gratification




PROMOTE CONTENT…NOT ADS

Advertising going Native!




SELFIES

VIDEOS

TWEETSLIQUID CONTENT

PHOTOS

GAMES

Social Media has become a Content Guzzler

Social Media is killing the traditional media buy model as audience is no longer visiting websites, instead they are discovering it in real

time in their social feeds.www.piyushaggarwal.me @[email protected]




Key LearningContent consumption is rapidly shifting from websites to apps. Build Mobile First approach.

Advertising needs to become content itself & vice versa.

Content Marketing can replace Social Media in near future

Audience is moving away from text to more engaging formats.

Focus on building video & rich Media experiences

Lead generation is now demand generation.

Build captive audiences through powerful engagement messages.

Key Insight

Audience is consuming content across devices.

Cross Channel + Cross Device strategy would be key.

Customer’s Purchase Decision Life Cycle is getting dynamic

Media Planning ways needs to re-invent for e-commerce.




Market Analysis



• 6.5% of total ad spend was from digital.

• It is projected to touch 7.9%* of total by 2014

Source: GroupM Report

Digital Ad Spend in India




• Though share of display advertising is reducing but still significant enough from volume perspective.

• SOLOMO (Social Local Mobile) have shown significant increase.

• Video is the latest buzzword in brand space with its spends projected to touch huge proportions.

Digital Ad Spend - by format





Publishers (New Challengers)

eCommerce (New Challengers)

Ad Networks (New Challengers)

Social (New Challengers)

Ad Agencies (New Challengers)

Publishers (Old Masters)

Search (The Old Masters)

eCommerce (Old Masters)

Ad Networks (Old Masters)

Ad Agencies (Old Masters)

The Players - Then and Now




Digital Revenue Channels & Services Ecosystem

TechnologyCreative Content Media Data & Analytics

Display Media

Search Marketing

Search Optimisation

Social Media & PR

Affiliate Marketing

eCommerce

Social API

Mobile Apps

CMS Design

Web/SEO Content

CRM

eCommerce Content

Video Content

Social & B2B Content

Mobile Content

Web Design

Campaign Design

Communication Design

UI/UX Design

HTML5 Design

Google Analytics

Social Monitoring

Market Research

MIS

Media Research

Digital Branding & Customer Lifecycle Management




Mainline Media Agency

Mainline Ad Agency

360 Degree Digital Agency

Interactive Agency

Digital PR & Social Media

Digital Brand Consultancy

Content Marketing Company

Digital Activations

Creative Content Technology Media Data & Analytics

Yes Yes No No No

Yes YesNo No No

Yes Yes YesYes Yes

Yes Yes Yes YesNo

Yes Yes No No Yes

Yes Yes No No Yes

YesNo Yes YesNo

Yes Yes Yes Yes No

Players vs Services




How to build a 360 Degree Digital Agency in India?




Building 360 Degree Digital Agency

I. SWOT Analysis of a PR Agency

II.Building 360 Degree Digital Services

III.Revenue Goal Setting

IV.Region Wise Revenue Break Up

V. Digital - Team Structure

I. Core Team Structure

II. Regional Team Structure

III. Ops Team Structure

VI.Sales & BD Strategy



S WO T

Strengths of PR Agency• Marketing Communication & Strategy • Content Strategy & Design • Public Influence & Social Outreach • Brand Consulting & Advisory • Data driven approach • Strong reputation across media & ad world • Powerful track record in execution

Weakness• Lack of strong digital specific credentials • Lack of technology expertise • Limited digital offering & resources • Late entry in the market • Not offering digital as core service

Opportunity• Fast growing socio-digital landscape • With Google’s Pigeon Algorithm, original

content would become precursor to any website’s SEO.

• Expanding retail to open local marketing opportunities.

• Massive mid-sized business market. • Lack of B2B expertise across agencies

Threats• Global PR companies offering stronger

technology and execution prowess. • Consolidation of digital accounts by

large global media houses. • Shortage of trained manpower in Digital

& in particular Mobile.

Current Digital Services offered by PR Companies • Digital Intelligence • Online Reputation Management • Digital Media Influence • Social Media Management • Content Marketing

Estimated Market Size by 2017 INR 380 Crore

+ Creative

+ Media

+ Technology

Estimated Market Size by 2017 INR 8396 Crore

Estimated Digital Market Size




360 Degree Digital ServicesPortfolio

Creative Design Services

• Digital Experience Design • Brand Storytelling • Web Design • Mobile UI Design • Digital Campaign Design • Intranet Design • Landing page design

Performance Media Services

• Account Planning • Media Buying • Affiliate Marketing • Search Marketing • Search Optimisation • Lead & Demand Generation • Email Marketing

Digital PR & Social Media Services

• Digital Intelligence • Online Reputation

Management • Digital Media Influence • Social Media Management • Content Marketing • Native Advertising





Digital Team Structure



Digital Strategy Director (India)

Business Manager (North Region)

Business Manager (West Region)

Business Manager (South & East)

Social Media Lead

Lead SEO & SEM

Lead Media Buying & Planning

Lead - Technology Creative Head

Digital Core Team Structure (Sample)

BD, Strategy & Servicing Technology Creative Media

Digital Regional Team Structure

Business Manager (North)

Business Manager (West)

Business Manager (South & East)

Client Servicing Executive (North)

Client Servicing Executive (West)

Client Servicing Executive (South & East)




Media Planners

Head SEO & SEM

Manager - Media Buying & PlanningManager - Technology Creative Head

Web / HTML5 Developers

App Developers

Web Designers

App UI Designers

SEO Analysts

Copy / Content Writers

Digital Ops Team Structure

Project Co-ordinators

SEM Executives





What should be your Sales Strategy?



Divide the Sales Approach into 2 partsTransactional & Experiential




Transactional Selling - Pitch

Getting more leads & revenue opportunity by connecting the brand to targeted customers on Mobile Web & App.

BFSI, Health, Travel, Education

Creating mobile content & platforms for brand advocacy / thought leadership or corporate social responsibility

B2B, Public Sector, Enterprise

Verticals Sales Pitch

Building end to end customer lifecycle management. Maximising reach, Audience Engagement & Driving ROI

eCommerce




BFSI, Health, Travel, Education

B2B, Public Sector, Enterprise

Verticals

Retail, eCommerce

Leads &

Transactions

Web / App +

Content

Affiliate + Display + Search + SEO +

Social

Thought Leadership &

Engagement

Web / App +

ContentDisplay + Email +

SEO + Social

App Downloads, App Usage, Interactivity

Web / App +

Content

Affiliate + Mobile + Search + Email +

SEO + Social

Objective Vehicle Marketing

Transactional Selling - Solution




Experiential Selling - Pitch

Building powerful immersive product experiences for brand impact

Auto, Gadgets, Luxury, Lifestyle,

Real Estate

Building powerful brand experiences on top of strong social concepts for maximising brand impact & reach. FMCG

Verticals Key Pitch

Building strong content repository and amplifying the interactivity, engagement on mobile & social.

Entertainment




Auto, Gadgets, Luxury, Lifestyle,

Real Estate

FMCG, Telecom

Verticals

Entertainment

Product Experience +

Impact

Online + Mobile Web

+ Content

Display +Search + Social

Brand Experience +

Reach + Engagement

Online + Mobile Web

+ Content

Mobile Video & Rich Media + Search + Social + Analytics

Reach + Engagement

Online + Mobile Web

+ Content

Mobile Video & Rich Media + Search + Social + Analytics

Objective Vehicle Marketing

Experiential Selling - Solution




5,000+ Mid Size Companies with >1000 cr revenue

30+ B2B Verticals which are still untouched by Digital Agencies

75000+ NGOs with little digital presence

200,000+ Small Business with >100 cr revenue

Booming Start up ecosystem with 50+ start ups getting funding every

quarter.

Over 1500 crores of un-spent central & state budget in e-governance programmes.

Booming retail & e-retail formats with over $8 billion of projected

revenue.India will soon become world’s 3

largest mobile marketFacebook & Google committing

their strategic investments towards India in next 3-4 yrs

9 reasons why digital would grow further





–Chinese Proverb

“1000 miles journey starts with a single step.”



Presentation by: Piyush Aggarwal

Email: [email protected] Twitter: @iamdoubleback Web: www.piyushaggarwal.meLinkedin: in.linkedin.com/in/piyushaggarwal/

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Decoding Digital DNA in India - A strategic approach for all PR Agencies