Digital simplified - Circa 2014
- 1. Digital: Simply Thursday, March 13, 2014
- 2. It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change. Charles Darwin
- 3. WE ARE PLAYING CATCH-UP WITH THE CONSUMER
- 4. Digital altered the purchase behaviour 4 Influencing purchase behaviour used to be so simple... Shopper Mass Media In-store Purchase …till the Internet came along Shopper Mass Media In-store Purchase
- 5. Mapping Media Touch points at each stage OPEN TO POSSIBILITY (CURRENT STATE) DECISION TO CHANGE (MOTIVATION & ADVICE) EVALUATING (REASSUARANCE) SHOPPING (ENGAGEMENT) EXPERIENCING (ADVOCACY) Ads on Print Radio TV PR WOM Banner Ads Social /Mobile Ads Viral Search Blogs 3rd Party sites/ review Specialist Sites Advertorials Direct Mail IVR Stores Brand Apps SMP IM/ Chat Brand E-store E-com Site Brand Stores MBOs Stores Review sites Call Centers Discount Coupons Specialist Advice Expert Video Chat Apps Service Centers/ Review DIGITAL TOUCH POINTS PHYSICAL TOUCH POINTS WOM
- 6. Internet outstrips other media in growth Source: TG! 2013
- 7. E-Commerce steadily growing Source: IAMAI Digital Commerce Report, 2013
- 8. Brands underpenetrated on social Facebook Twitter
- 11. Digital ≠ Technology: Digital rides on technology Digital is the intersection of Advertising and Technology Advertising Technology
- 12. Detailing ‘Digital’ Engagements on TV DTH: Red Button Activating Static Media POS & Graphics Packaging Digital Owned, Earned, Paid Media Mobile Content Delivery Social Networks & Blogs Games & Gamification Applications VAS Augmented RealityTrucks & Vans Events: RFID & QR Codes And much more . . .
- 14. OFFLINE ONLINE Lean ForwardLean Back vs Narrow-CastBroadcast vs EngagementAwareness vs Multiple, Audience Specific Copies Single Copy vs ContextualContext Agnosticvs Incremental Constantly Evolvingvs • High production investments • Copy testing pre and post • Low to medium production costs • Copy optimisation on-the-go
- 17. Spend a lot of time talking to customers face to face. You’d be amazed how many companies don’t listen to their customers. Ross Perot If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. Jeff Bezos
- 18. Opportunities to influence Search: SEO & SEM Social Engagement Retail ExperienceInfluencer Outreach Listening & ORM Contextual Messaging: Content destinations, Display Advertising Video: Mobile & Video Platforms Information: Website, Corporate Blogs Applications: Social, Games, eCommerce / mCommerce Media Metrics P O E
- 19. Dove ‘Real Beauty’ • Real beauty sketches, a 3 min YouTube film on how women view themselves, uploaded in 25 languages to 46 YouTube channels resulting in 163 Million views, with over 1 Million likes on Facebook • 4.6 Billion media impressions; reached 275,000 followers on Google+ • #1 on the Cannes YouTube Ads Leaderboard and won the Titanium Grand Prix in 2013 Real Beauty Google Hangouts / Google+ YouTube Advertising YouTube brand channels Search ads
- 20. THE CASE FOR SOCIAL
- 21. Lifetime value of a social fan Follower Content consumption Content virality Purchase Word of mouth Advocacy
- 22. Content outreach: The Tanishq Blog • Allow users to experience and interact with products and brand on their terms, in new ways – not reliant anymore on product ownership • Move beyond transactional relationships with the brand, establish a relationship similar to human relationships; with meaning and depth • Provide users with value through a meaningful brand experiences that are frequent, accessible and fulfilling Source: Tanishq blog insights
- 23. Content outreach: Blogs 05:06visits. Eyeballs captured in a period of 12 months. 579,867 visitors. Unique individuals frequenting Tanishq blog. 155,319 averagevisitduration. Holding interest for longer periods of time. pagespervisit. Increasing engagement with other parts of the blog. 3.73 newvisits. Successfully driving new traffic and users to blog. 85.46% bouncerate. Very low percentage of people leaving site without interacting with other pages. 16.55% Source: Tanishq blog insights
- 24. Influencers: The 1000+ Amitabh Bachchans • Facebook: 89,677 • Twitter: 2,444 • Instagram: 3,164 • Blog: 1.8Mn pm • Facebook: 1,52,853 • Twitter: 2,04,087 • Instagram: 8,063 • Blog: 6Mn pm • Facebook: 8,08,453 • Twitter: 4,737 • Instagram: 2,047 • Blog: 1Mn pm • Facebook: 19,783 • Twitter: 1,517 • Instagram: 727 • Blog: 3.2Mn pm • Facebook: 58,516 • Twitter: 2,190 • Instagram: 6,913 • Blog: 1Mnpm • Facebook: 13,82,249 • Twitter: 3,635 • Instagram: 465 • Blog: 2.5Mn • Email: 100K+ • Facebook: 9,943 • Twitter Followers: 348 • Instagram: 1,948 • Blog: 100K+ pm • Facebook: 15,777 • Twitter: 568 • Instagram: 1,352 • Blog: 50K pm
- 25. Social creates vocabulary #twerking #selfie #emoji #digitaldetox#bitcoin
- 27. THE CASE FOR MOBILE
- 28. Thinking ‘Mobile First’ Over 75% Mobile Only Users: 2018 (Est.) 400-500Mn Active Internet Users by 2018 (Est.) 200Mn Internet Users: 103Mn Mobile Only Source: IAMAI iCube report 2013
- 29. Mostly via desktop Evenly split between both Mostly via mobile 80% of Small Town Youth use mobiles as either their primary or exclusive means of going online ‘How do you typically go online to surf the web?’ Only via mobile Small Town Youth 3% 39% 40%19% • Mobile is the first access point to the internet for small town youth • Community Services information in Rural India on the rise Source: Decision Fuel – inMobi Survey Non-Metro surfing the web via mobile
- 30. Non-Metro surfing the web via mobile • Sample – All India ( Minus Top 8 Metros) • 83% of users access Facebook from Mobile devices • Smart Phone penetration at 63% of overall mobile devices base in selected geographies Facebook - All Users ( Top 8 Metros) Facebook – Mobile Users (Minus Top 8 Metros) Facebook - Smartphone Users (Minus Top 8 Metros) Source: Facebook
- 31. ‘Mobile’ content consumption 19% oftotalvisitors toYouTubeVideo sharingandwatchingcontent producedby TanishqlikeDIYandTVC’s 35.8% ofvisitorstoFacebook Engaging in content through likes and shares 25.4%oftotalvisitors toBlogExclusive contentproducedweeklyfor theTanishqblog Source: Tanishq Facebook, YouTube & Blog insights
- 32. Nokia Life Tools: 14Mn Subscribers pan India across 13 topics NLTKnowledgeDeskMultiple Information Partners & Sources Other Online Sources Primary Information Network Info Gaps & Errors Correction Info validation & Agri Advice Generation Hyper- localised Agri information Information Aggregation Regional Agri Expert Panels Editorial Desk Analysts Indian Met. Dept State Agri Marketing Boards Raw & Un-profiled Data Profiled & Hyper local Information Information Enrichment, Processing & Validation
- 34. Digital retail is not just e-commerce In-store experiences Retail at consumer heavy locations Store-in-e- store On-the-go retail
- 37. Brand impact
- 39. Web GRPs as incremental to TV GRPs Genre Media Plan Optimized same for GRPs Optimized same for Spends Spends GRPs Spends GRPs Spends GRPs Hindi GEC INR 18,000,000 234 INR 18,000,000 234 INR 18,000,000 234 Hindi Movie INR 6,500,000 94 INR 6,500,000 94 INR 6,500,000 94 Regional INR 17,000,000 246 INR 17,000,000 246 INR 17,000,000 246 English Niche INR 15,000,000 114 INR 5,000,000 38 INR 7,500,000 57 Online Video INR 3,700,000 77 INR 7,500,000 157 Total INR 56,500,000 688 INR 50,200,000 689 INR 56,500,000 788 CPRP INR 82,122 INR 72,859 INR 71,701 Remarks 11% lower CPRP for same GRPs at 60 lacs cost saving 13% lower CPRP for 14% higher GRPs at same plan cost
- 40. Digital drives productivity • Microsoft Advertising & Brand Science Research • Study conducted in 2012 across 455 FMCG campaigns • Across Western Europe: UK, France, Italy, Germany, Spain, Norway, Sweden and Denmark
- 41. 43% higher return for each Euro spentOnline improves RROI of all mediaOnline carryover increases with spends Source: Microsoft Advertising & Brand Science Report 2012
- 42. Impulse brands record highest RROI among FMCGImpulse brands: Online delivers highest RROIImpulse brands: Mobile & Display pull most weight Source: Microsoft Advertising & Brand Science Report 2012
- 43. CRITICALITY OF DIRTYING OUR HANDS
- 44. Recruit Retain Sample Engage Category Variants Extentions Geography Town Class Timing Digital Can Deliver To Each Business Need Objectives Portfolio Factors Dirtying our hands
- 45. Role of media Search Display Video Social Mobile Experiential Basic Advanced Expert • Pay per click programme • GDN • Re-Targeting • Banner ads • E mailers • Innovations, Impact properties • Content specials • Re - targeting • Programmatic Buying • E commerce • Affiliate marketing • Video banner • In stream advertising • True view • You Mast head • Video story telling • Youtube customised brand channel • Webisodes • Vine videos • FB posts • Brand Tweets • Blogs • Apps • Contests – video, pictures, text • Blogger outreach • Consumer Research • Facebook CRM • F –commerce • Mobile banner ads • WAP • SMS campaigns • Mobile app’s • Sampling • Games • Online Contests leading to on-ground fulfilment • QR code • In-store retail engagement • Augmented Reality • Projection mapping • Installations • Advergames • Digital Bill Boards • M commerce • Augmented Reality • Integrated Mobile Experience • Interest based targeting • Click 2 call
- 46. Coca-Cola Connection Planning Principles Owned Earned Shared Paid 70:20:10 No Dead Ends Social At Heart
- 47. 5 POINTS THAT WE MADE
- 48. 5 take-aways Your consumer is already digital; you need to catch up Advertising + Technology = Digital • We have a solution to every business problem Idea needs to work harder on Digital • Trends, Content, Context, Measurement, Optimise Digital (used wisely) delivers ROI Digital needs disproportionate love