DIGITAL  IS  PRIME

“Customers  have  moved  online…  Its  time  marketing  professionals  do”  

Ketan  Sabnis  Atul  Jethmalani

INTERNET  USAGE  IN  INDIA

Time  spent  online  over  PC,  Mobile  &  Tablets  is  growing  substantially    every  year  in  India  

Internet  user-­‐base  grew  by  40%  in  2013  breaching  20.3  Crore  user  mark  

By  June  2014,  India  will  have  24  Crore  internet  users  

India  has  2nd  largest  mobile  internet  user  base  

15+  Crore  Facebook  users  in  India  

WHAT  IS  DIGITAL  MARKETING

via WhiteSpace Branding Web Design

via WhiteSpace Branding Web Design

via WhiteSpace Branding Web Design

MEASUREMENT  IS  THE  KEYMarketing  approach  should  be  data  driven

Cost  Per  Impression  (CPI)  Click  Through  Rate  (CTR)  Time  on  site  Bounce  RateBranding(

Lead%Genera)on%

Customer)Loyalty)

Direct  Traffic  Social  Mentions  Branded  Keyword  Search

Marketing  Cost  Per  Click  (CPC)  Cost  Per  Visit  Cost  Per  Lead  

Cost  Per  Qualified  Lead  ROMI  :  Revenue  /  Cost

Online  Referrals  Social  Actions:  Like,  Share  etc.  Engagement  on  Social  Media  Lifetime  Value  of  Customer

Response  to  Emails  Response  to  Phone  Calls  /  SMS  Churn  Rate  ROMI=Revenue  by  Referral/Cost

METRICS SUCCESS  RATE

Sales  Cost  Per  Site-­‐Visit  Cost  Per  Conversion  

DIGITAL  MARKETING  DEMYSTIFIEDa  simplified  process  for  digital  marketing  execution

FUTURE  OF  DIGITAL  MARKETINGand  it’s  not  just  the  Internet

EVERYTHING  TODAY  AND  IN  FUTURE  WILL  BE  ABOUT  DATA

Multi  screen  -­‐  a  connected  worldTracking  customers  across  all  devices    and  providing  them  seamless  customer  experience

Capture  attention  of  today’s  TIME  POOR  audienceDisplay  the  right  ad  to  the  right  customer  at  the  right  time  on  the  right  screen  and  driven  by  right  data.

Global  brands  but  local  advertising  -­‐  Geo  fencingConnecting  offline  stores  

Wearable  Devices  -­‐  Digital  goes  personalExtensive  sharing  of  personal  information  24*7  availability  &  connectivity

DIGITAL  MARKETING  STORY  -­‐  INDIAAmura’s  contribution  to  the  Real  Estate  Industry

Back  in  2009,  the  digital  marketing  industry  was  all  fragmented

Real  Estate  -­‐  one  the  biggest  spenders  offline  had  no  preference  for  digital  

We  saw  a  big  opportunity  waiting  to  explode  

Our  initial  phase  

Educating  real  estate  companies  about  #digitalmarketing  

Getting  them  onboard  for  pilot  initiatives  

Minuscule  online  spends  

year  

2009

Post  the  initial  phase  &  a  few  pilot  campaigns  later

We  proved  -­‐  Global  reach  is  possible  only  via  digital  

Made  companies  realize  effectiveness  of  this  channel  for  brand  /  product  communication  

But  found  its  still  treated  as  an  organic  medium  

Still  not  the  primary  channel  for  lead  generation

year  

2010

Digital  becomes  mainstream  -­‐  the  Reverse  Trend

Brands  understand  digital  strategy  is  a  must  

Made  paid  advertising  for  lead  generation  primary  

60%  of  marketing  spends  via  digital  media  

Companies  consider  social  as  another  customer  touchpoint  

We  started  experimenting  with  mobile  and  handhelds  

Digital  spends  go  USD  5+  million  per  year

year  

2012

Customer  focus  becomes  the  key

Lead%Genera)on%

Its  not  about  showing  ads  

Customers  voice  their  opinion  and  expect  correspondence  

Customer  connect  -­‐  Social  gains  prominence  -­‐  We  decided  to  venture  into  ORM  

Multi  devices  become  a  norm  -­‐  found  ways  to  track  customers  across  devices  

Content  marketing  is  the  King

year  

2013

Become  a  digital  enabler  for  mid/small  segment  Real  Estate  companies  

Create  personalized  home  buying  experience  

#bigdata  driven  marketing  

Real  time  bidding  and  programmatic  buying  

Expand  across  industries  -­‐  changing  how  marketing  in  India  works  

THE  FUTURE  FOR  AMURA

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