india’s largest digital media services company. -`-` (online agency on record) few clients …...
TRANSCRIPT
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India’s largest digital media services company
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(Online agency on Record)(Online agency on Record)
(Online agency on Record)(Online agency on Record)
Few Clients
…
(Online agency on Record)
(Online agency on Record)
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38.5 Millionx
x
The Interactive Media: Internet & Mobile
167 Million
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Share of Internet highest amongst all media*
160
89
44 4738
72
161
60 61 60
0
20
40
60
80
100
120
140
160
180
Internet TV Radio Newspaper Magazine
Weekday Weekend
* On weekdays
In minutes
• Internet takes the highest time amongst all media on a weekday and has the second highest
share on the weekend
• Highest time on the Internet spent on communication: 55%, followed by News & search-35% &
Transactions- 10%
*Source : IMRB ICube Study of working professionals
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User Segmentation: Age Wise
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The Internet Landscape in India
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Horizontals
Verticals
AutomobileVerticals
Search & Networks
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Horizontals
Verticals
AutomobileVerticals
Search & Networks
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Horizontals
Verticals
AutomobileVerticals
Search & Networks
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Automobile Verticals
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1.35 Million Visits / Month
How big is the pie and what’s the opportunity size
Autoindia
Carwale
Indiaautomobile
Indiacar
Driveinside
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Absolute Numbers – Stack UP
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AutomobileFeatures
Only Buy
Research & Compare
Tips and Advice
Insight
Loans & Insurance
Forum
Ask the Experts
Directory
Dealers
News & Reviews
-Buy / Sell
x
xx
xx x
xx x
xx x
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Association Models
Automobile Sites Advertising Advetorials Lead Based
Autoindia.com Fixed - Monthly
Carwale.com CPM, CPC, Fixed
Indiaautomobile.com Fixed, Streaming Video X
indiacar.com CPM, CPC X X
Driveinside.com CPM, Fixed
Possible Association Models
CPM : Cost / Thousand ImpressionsCPC : Cost / ClickFixed : Fixed BannerAdvetorials: Featured Cars, Factual Postings
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Search Strategy
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Organic Listing: Google’s Editorial LinksPaid Listing:
Google’s Classified
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The Golden Triangle
• Key Findings:
– Difference in eye patterns above the fold than below the fold
– Increase in visibility & clicks for top links than side links
– Importance of rank for both organic and paid searches
* Gord Hotchkiss’ Eye Tracking Study
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Organic Search Query Trends in India on Keyword – “Cars”
Opportunity being Lost on “Free” and most convertible Traffic
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Organic Search Query Trends
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Opportunity being Lost on “Low Cost” Intercept Traffic
Search Intercept Strategy
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Click to Call Ads
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Call ads compete with click ads for particular query
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User Experience
Customer gets a call
Designated number gets a call
Google Click to Call – Advantages & Features
- Designated Number could be Toll Free Number / Mobile Number
- Ads can be targeted Regionally ( Metro Cities most effective )
- Real Time connect with Call Center / Regional Dealer
- We only pay per call ( Minimum Call time – 15 Seconds )
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Horizontals
Verticals
AutomobileVerticals
Search & Networks
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Digital Media Strategy : Birds Eye View
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Online Strategy: Birds Eye ViewHorizontal Auto Verticals Search
Reach Context Leads + Perception Direct Response
Mass Awareness
Intenders
SEM
Product Launch
Enquiries, Perception Change, Leads
Verticals
Targeted Awareness SEO
Promo / Scheme
365 Days Strategy
As & When
As & When
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Online Strategy: Birds Eye View365 Days Costing Matrix
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“Lead to Closure Model”How can technology enable efficiencies
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Current Models
Chevrolet.co.in
SMS
Toll Free No.
SPARK
SRV
CRMCall Centre – Direct Access
GMI
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Call Centre
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Online Leads( All Brands )
SMS / WAP Leads
Online / TV / Print TV / Print / Radio / Mobile
Central Marketing Engine
Filtration, Distribution& Handling
Dealer Dealer Dealer Dealer Dealer Dealer Dealer
Closure
Strengthening Technology to create a robust lead management system
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Online MobileOffline Toll Free
Data Engine
Standard Data Capturing Format
Request a brochure Request a Test Drive
Automated PDF Brochure withNearest Dealer Details
Hot Warm Cold
EMAIL& SMSDealer
CustomerE-Mail
With Dealer Details
EMAIL + Brochure
Database
Brochure
Filtration, Distribution & Handling
Query Handling
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• Bringing Together Leads from all Channels on one platform
• Real Time Access to all stake holders• Define Access Levels
– GMI– Call Center – Dealers
• Bring down the time lag between transfers of information• Handle Leads as per priority • Online Reporting Tools• Last but not the least – Increasing Dealer Confidence
Our Solution will help in:
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• Divide Queries – Request Brochure– Test Drives
• Enhanced Test Drive Form to get Qualified Leads• Unified Lead Collation – All Channels• Automate Distribution & Handling of Leads
( Cold / Warm / Hot )• Send More Qualified Leads to Dealers
Few Details
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• Time Lines
– 2 Months Development • Requirement Analysis – 10 Days• Development based on Mutually Agreeable Specs
– 3 Months Deployment & Testing Stage– Mechanism for connecting dealers virtually ( 3 Months )
Second Phase ( Basis Deployment of First Phase )
• Costings:
– INR ~ 8,00,000 ( Fixed ) / Actual to be shared based on Scoping– Variable ( Monthly Maintenance ) = Depending on Scale of Leads
Costing & Timelines
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Thank you