evolution of digital marketing
Post on 21-Oct-2014
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Evolution of Digital Marketingfor Indian Businesses
Consumption Habits…Newspaper
Cable TVRadio
Telephone
PC/ConsoleGames
RSS ReaderTwitter,
D2HYou Tube
SMS, Tweets
Mobile Games
Factors for Digital Media Growth• Super-Fast Mobile Penetration
• Rapid Internet Penetration
• Web 2.0 (Groups, Apps, Videos, Two-Way)
• Social Media (Social graph, Viral, Sharing)
Why Digital Marketing?• Real-Time
• Targeting / Contextual / Personalized
• Two-Way Communication
• Measurability / Tracking
• Cost / RoI
Forces in Digital Marketing• PULL: (Intelligent)
– Search Engines– Social Media– Content (Text (blogs), Audio (Podcasts), Video)– OOH, DTH, IPTV
• PUSH: (Ignorant)– SMS– Email (NOTE: TRAI regulations)
State of Indian Internet• Internet Users = 81 Million• 4th Largest Internet population in the world• 20% of URBAN Indians are connected to
Internet compared to 60% of Chinese.• 1% of total Indians are Mobile-Internet users
compared to 18% of Chinese.
– (Source: McKinsey Quarterly, Feb 2011)
State of Indian Internet• Internet Users by 2015 = 5 X Current User base
Marketing Choices…
• Marketplaces– Network (Cluster) Effect– Category Specific Large Audience– Shared Visibility, Quantity, Bottleneck– Low Cost
• Direct Marketing– Branding / Visibility– Exclusivity– Quality / Control / Messaging– (Relatively) Expensive
Marketplaces…
• B2C Marketplaces
• B2B Marketplaces
Direct Marketing - Online• Online Ad Market Size
*** Source: IAMAI 2010
Rs 785 Cr Rs 993 Cr
Direct Marketing - Online• Online Display Ad Market Size = Rs 534 Cr (Est.)
*** Source: IAMAI 2010
Direct Marketing - Online• Online Text Ad Market Size = Rs 459 Cr (Est.)
*** Source: IAMAI 2010
Direct Marketing - Online• Market Share
*** Source: IAMAI 2010
Need help inside the Digital Maze?
Pre-Spend Media Planning?• Product• Target Audience• Placement• Messaging• Timing• Promotional Mix• Budget• Expected RoI / Visibility
Marketing Execution…• Media Managers
always get executed if things go wrong.
• So pick the right Media Manager.
Post-Spend Analysis…
Case Scenarios…• Business A:
• Monthly Budget = Under Rs 5,000• Avg. Product cost = Low• Product/Service uniqueness = Low• Marketing Choices = Marketplaces OR PUSH
• Business B:• Monthly Budget = Over Rs 10,000• Avg. Product cost = Mid-High• Product/Service uniqueness = High• Marketing Choices = Direct / Exclusive
Marketing Nirvana• Promotions with a Sale – GROUPBUY
• Ecommerce in Marketing budgets• Sell in volumes• Create Brand and Buzz• Clear Inventory
What does NyooMedia do?• NyooMedia is a Digital Media Marketing and Lead
Generation Company
• We operate Marketplace http://MetroMela.com
• We run exclusive Lead Generation Campaigns for Businesses (Small, Medium, Large), Franchisers and Brands using platform http://BizGain.in
• Also allow Ecommerce and GroupBuy capability.