![Page 1: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/1.jpg)
Digital Marketing
Executive Program in ManagementIIT BombayWelcome
Aboard!
![Page 2: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/2.jpg)
Mandar Marathemandarmarathe.net [email protected]
mandar.marathe
@mandar13
/In/mandarmarathe
About the Lecturer
![Page 3: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/3.jpg)
Professional Experience
Software Engineer(Pune, India)June 2004 – June 2006
Technology Manager (Boston, USA)January 2008 – April 2010
Sr. Director, Client Servicing & Office Head (Mumbai, India)October 2010 – November 2013
Co-founderDecember 2013 – Till date
![Page 4: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/4.jpg)
Academic Background
Master of Business Administration, December 2007.
Bachelor of Engineering in Computer Science, June 2004.
![Page 5: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/5.jpg)
IT’S TIME TO
OUR MARKETING!CHANGE
![Page 6: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/6.jpg)
![Page 7: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/7.jpg)
After ~245 years, encyclopedia Britannica went out of print
Note: *as of 4/12, per comScore global data. Source: Kellog School of Management, Shane Greenstein and Michelle Devereux, “The Crisis at Encyclopedia Britannica.”
![Page 8: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/8.jpg)
In 2010, Newspaper Ad Revenue was surpassed by Internet.
Note: *America’s first newspaper ad appeared in 1704 in a Boston local newspaper, per AdAge. Internet advertising includes online newspaper advertising. Source: Print newspaper ad spending per Newspaper Association of America (NAA); Internet ad spending per Interactive Advertising Bureau (IAB).
![Page 9: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/9.jpg)
![Page 10: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/10.jpg)
![Page 11: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/11.jpg)
![Page 12: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/12.jpg)
1990’s
![Page 13: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/13.jpg)
A Content Democracy
![Page 14: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/14.jpg)
2.3 Bn Global Internet Users
![Page 15: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/15.jpg)
After 125 years, landlines were surpassed by mobile phones in 2002
![Page 16: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/16.jpg)
an era of interconnectivity
~ 250mn+ Internet Users by 2015
More than 70% under 35 years; coming from even small towns
![Page 17: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/17.jpg)
A booming mobile nation
• Second largest telecom market after China with 850M+ subscribers!
• More mobile screens than color TVs!
• Launch of 4G (Reliance Jio)
![Page 18: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/18.jpg)
To consumer ‘pull’ From traditional ‘push’
Reach & frequency(Persuasion)
Motivations, context,experience, emotions,moods, need states ...
(Participation)
Our information needs have grown
![Page 19: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/19.jpg)
co
NETWORK TV
WEBSITE
RADIOMAGAZINES
MASSTRANSIT
GAMING
MOBILE
BRANDEDENTERTAINMENT
VOD
WEBPORTALS
WIDGETS
SOCIALNETWORKING
SMS
VIRTUALWORLDS
OPINIONSITES
SEARCHBLOGS
ONLINESEEDING
PODCASTS
Purchase
CABLE TV
NEWSPAPERS
BILLBOARDS
WEB VIDEORETAIL
IN-THEATER
WORD OFMOUTH
DVR
Influence – consumer operated
Persuasion – marketer generated
Consideration to purchase is not linear
![Page 20: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/20.jpg)
20
…the Internet has turned what used to be a controlled, one-way
message into
a real-time dialogue with millions.
DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010
“
![Page 21: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/21.jpg)
21
Digital is our new business card.
![Page 22: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/22.jpg)
Online provide higher reach than Print across Genres
22
8Mn TOI readers 50Mn Yahoo users
![Page 23: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/23.jpg)
23
800 k ET readers 7.2 Mn Moneycontrol users
![Page 24: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/24.jpg)
24
155k Femina readers 725k Glamsham reach
![Page 25: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/25.jpg)
25
All Auto Magazine readers < 100K
1.2MnTeam BHP users
![Page 26: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/26.jpg)
YouTube has 90% of Star TV’s reach
![Page 27: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/27.jpg)
3 Mantras of Digital
![Page 28: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/28.jpg)
Get Found: Create, Optimize & Promote Remarkable Content.
![Page 29: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/29.jpg)
Convert: Capture, Manage & Nurture leads to win customers.
![Page 30: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/30.jpg)
Analyze: Learn to make smart marketing investments that get results
.
![Page 31: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/31.jpg)
Get Found
SEO
SEM
Social Media
Blogs
Convert
Lead Conversion
Email Marketing
Analyze
Web Analytics
Social Analytics
Blog Analytics
![Page 32: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/32.jpg)
Research Is At The Core Of The Internet
![Page 33: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/33.jpg)
Keywords: The digital currency
![Page 34: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/34.jpg)
Jupiter Research/Ipsos Consumer Survey 6/07n=2123 (online users who have performed a search with a search engine in the last 6 months,
Question: Within the last 6 months, which of the following prompted you to go to a search engine to look for particular info on a product/slogan/company?
Real World exposure leads to Search
Offline channels are driving people to search!
![Page 35: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/35.jpg)
Free Traffic
Paid Traffic
Search Query
Organic v/s Paid Traffic
![Page 36: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/36.jpg)
What is SEO?
SEO (Search Engine Optimization) is the process of improving the volume or quality of traffic to a web site from search engines via search results
= More reach / eyeballs = More relevant audience = More business
![Page 37: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/37.jpg)
What is SEM?
Search Engine Marketing (SEM) is a set of marketing methods used to increase the visibility of a Web site in search engine results pages
![Page 38: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/38.jpg)
PROMISEPROMISE
OFFER
Lead capturing & nurturing
![Page 39: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/39.jpg)
Web Analytics
![Page 40: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/40.jpg)
Social Media Analytics
![Page 41: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/41.jpg)
Close the marketing loop!
ANALYZECONVERTGETFOUND
![Page 42: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/42.jpg)
Paid, Owned, & Earned Media
![Page 43: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/43.jpg)
Should my company invest inSocial Media?
![Page 44: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/44.jpg)
![Page 45: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/45.jpg)
Growth of Social Media in India
• Social media has grown by 36%• Facebook has grown by 51% and has 82% reach
![Page 46: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/46.jpg)
The gravitational pull of social networks
What is a social
network? A site designed to allow
users to meet, communicate, share
content and build
communities.
![Page 47: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/47.jpg)
A connected generation: Social goes Mobile
![Page 48: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/48.jpg)
Old Spice, P&G
![Page 49: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/49.jpg)
Men’s body wash: A low involvement category
• Old Spice introduced body wash for men in 2003.
• By 2009, Old Spice’s share in the male body wash segment was starting to slip (Competitors: Dove, Irish Spring, Nivea)
• The category was growing at 7-9%
How does Old Spice generate excitement with guys who are not currently Old Spice customers and regain market share?
![Page 50: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/50.jpg)
Consumer Insight
• P&G’s own research: 60% of men’s body washes were purchased by women.
• Sparking a conversation between men and women on body washes was essential.
• Other entrants lacked masculine credibility – Dove, Nivea were perceived as ‘women’ brands.
![Page 51: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/51.jpg)
http://www.youtube.com/watch?v=owGykVbfgUE
![Page 52: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/52.jpg)
The Man your Man could smell Like
A crusader against “lady-scented” body wash, his suave, charismatic ways appealed to both sexes…and his “look at your man, now back to me” dialogue practically forced a conversation between ladies and their guys.
![Page 53: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/53.jpg)
“Response” campaign in July of 2010
A two-and-a-half-day event in which “The Man Your Man Could Smell Like” recorded 186 personalized messages to Old Spice fans who commented on YouTube, Twitter, Facebook and more.
• On Day 1, the campaign received 5.9 million YouTube views, more than Obama’s victory speech after 24 hours
• On Day 2, Old Spice had 8 out of the top 11 most popular videos on the web.
• By Day 3, the campaign eclipsed 20 million YouTube views • And one week post-launch, the work had been seen more
than 40 million times.
![Page 54: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/54.jpg)
Results
• Twitter followers increased 2700%• Facebook fan interactions went up 800%• Facebook fans increased 60% (from 500,000 to
800,000)• Oldspice.com traffic increased 300%• YouTube subscribers for the brand more than
doubled, increasing from 65,000 to 150,000• Old Spice also became the #1 All-Time Most Viewed
and #2 Most Subscribed Branded
![Page 55: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/55.jpg)
![Page 56: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/56.jpg)
![Page 57: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/57.jpg)
![Page 58: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/58.jpg)
![Page 59: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/59.jpg)
Engage: Reaching out proactively
![Page 60: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/60.jpg)
![Page 61: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/61.jpg)
ICICI Bank uses Twitter to resolve customer complaints and answer customer queries.
It is an extension to their customer service call center.
![Page 62: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/62.jpg)
![Page 63: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/63.jpg)
![Page 64: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/64.jpg)
64
![Page 65: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/65.jpg)
![Page 66: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/66.jpg)
66
![Page 67: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/67.jpg)
![Page 68: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/68.jpg)
![Page 69: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/69.jpg)
Why go Social?• Low cost consumer feedback alternative
– Product / Service testing– Time to market– Pulse of the junta
• Alternate channel to customer service– Easy routing of complaints / issues– Follow up
• Connect with the youth– Next in line with purchasing power– One step ahead
69
![Page 70: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/70.jpg)
Should my company invest in Mobile ?
![Page 71: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/71.jpg)
71
St. Peter’s Square
![Page 72: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/72.jpg)
1.1 Billion mobile 3G subscribers – 37% growth
![Page 73: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/73.jpg)
Although we can see that smartphone penetration is growing rapidly
% own a smartphone>60%
50-60%
40-50%
30-40%
<30%
38% 37%
43%
59%
28%
8%
62%
40%
20%
37%
29%
23%
28%
45%
35%
27%
37%
44%
53%
42% 39% 22%
27%
9%
33%47%
40%
25%
18% 43%
44%
67%
43%
43%
34%
38%
37%59%
61%22%
44%
38%
41%
42%
24%
34%11%28%
45%45%
26%37%
36%
20%25%
29%
36%
16%
24%
34%45%
31%
11%
QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)
![Page 74: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/74.jpg)
With tablet penetration slowly catching up
18% 19%
14%
33%
10%
5%
11%
11%
20%
15%
29%
5%
34%
16%
12%
12%
12%
14%
12%
11% 13%11%
4%
21%
17%
12%
10%
8% 20%
20%
28%
19%
12%
22%19%
17%32%
16% 8%
14%
11%
14%11%
6%
8%2%
6%10%
18%
12%37%
9%
6%
5%5%
5%6%6%
6%11%
12%
14%
11%
% own a tablet device
>20%
15-20%
10-15%
5-10%
<5%
QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)
![Page 75: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/75.jpg)
Mobile internet traffic surpasses Desktop internet traffic in May 2012
Source: Stats counter, GlobalStats
![Page 76: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/76.jpg)
4th screen or 1st screen?
884Mn mobile phones
1.5bn TVs
1.1bn PCs
By 2015
5bn internet devices
Majority mobile
![Page 77: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/77.jpg)
An extremely personal device...
![Page 78: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/78.jpg)
…that offersInteractivityUnmatched interactivity optionsClick to Call, Click to SMS, Click to WAP, Click to Add to Contact/ Calendar/Bookmark
ReachUnparalleled reach to over 200Mn mobile users
TargetingReach your relevant audience.Choose based on Age, Gender, Interest Area, Handset, Location & Bill/Charge value
EnvironmentCommunicate in a non- spam, value environment
![Page 79: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/79.jpg)
With limitations
Range of forms, screens &
resolutions
Limited real estate
![Page 80: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/80.jpg)
MARKETER
CONSUMER
MARKETER SERVICES
• Agencies• Analytics/Data• Trading Desks,
DSP’s, Ad Exchanges, Ad Networks
CONSUMERSERVICES
• Device manufacturers
• Carriers• VOIP• Wi Fi
WAP Apps
VASOS, Stores
![Page 81: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/81.jpg)
QR Codes
SCAN SEE1. View Commercial2. Change colors3. Download specs4. Interior and Exterior
views (360 rotation)
SHARE
![Page 82: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/82.jpg)
WAP Banner Ads
• Content providers(publishers) make money on WAP sites.
• Most of the ads are served via Mobile Ad Networks.
• CPC, CPM, CPD
Ad Agency Mobile Ad Exchange
Mobile Ad Network
Mobile Ad Network
Mobile Ad Network
![Page 83: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/83.jpg)
In-App ads
• This is how App developers make money.
• This is how Google, Apple, Nokia’s app platforms make money.
Ad Agency Mobile Network
![Page 84: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/84.jpg)
Mobile Search Ads
• Operates on bid model.• Targeting – Smartphones,
carriers, GPS
Ad Agency Google AdWords
![Page 85: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/85.jpg)
SMS Ads
From: Cricket Alert
World Cup Group A: IND v AUS. IND 347/9. AUS 204/4 in 38.4 overs. Ponting 112* Lee 28
[AD] Enjoy World Cup with Pepsi. Get FREE wallpapers m.pepsi.in
![Page 86: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/86.jpg)
Ads on Operator portals
![Page 87: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/87.jpg)
Ads in Instant Messengers
![Page 88: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/88.jpg)
Ford Fiesta’s – Case Study Ad placement
• Ovi Maps: Weather ,Events, Burrp, Expedia, Maps and Lonely Planet
The Offer • “All New Ford Fiesta”. Bookings Open.
Find your nearest dealer !!
Targeting and localization• 89 outlets targeted all over India.• Ads displayed when user is within 25
miles radius of a Ford showroom.
Response mechanism•Click to Call, Click to Map and Click to Web
![Page 89: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/89.jpg)
Maximum response for ‘Click to Map’
CTR
Click to call
6.9%
Click to Web
11.1%
Click to Map
16.0%
![Page 90: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/90.jpg)
Coke Shadow : Mobile first• The video link was sent as SMS to over 8.7 mn users and 12
mn WAP impressions on Mobile youth platforms.
• In 7 days over 4.75 lakh interactions at Rs. 9 per action
![Page 91: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/91.jpg)
Why go Mobile?• 56% of smart phone users in India use mobile devices to compare prices and be
informed about products.
• 49% of smart phone users have changed their mind about purchasing a product/service in-store as a result of information they have gathered using a smart phone
• 76% urban Indian smart phone users are heavy social network users on phones as compared to 67% who use social networks on desktops.
• 50% of smart phone users have done at least one ecommerce transaction.
• Of the users who have searched for a business locally, 50% users visited the website of the business, 31% made online purchases, 40% users visited the business (physical store) and 28% of the users looked up the business on map.
Source: ourmobileplanet.com
![Page 92: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/92.jpg)
![Page 93: Introduction Digital Marketing - IIT Bombay's Executive Program in Management](https://reader038.vdocuments.net/reader038/viewer/2022103109/546b3255af795995648b487a/html5/thumbnails/93.jpg)
Thank You!