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
THANK YOU