Post on 20-Mar-2016
description
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)
-`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 47 38
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
The Internet Landscape in India
Horizontals
Verticals
AutomobileVerticals
Search & Networks
Horizontals
Verticals
AutomobileVerticals
Search & Networks
Horizontals
Verticals
AutomobileVerticals
Search & Networks
Automobile Verticals
1.35 Million Visits / Month
How big is the pie and what’s the opportunity size
Autoindia
Carwale
Indiaautomobile
Indiacar
Driveinside
Absolute Numbers – Stack UP
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
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
Search Strategy
Organic Listing: Google’s Editorial Links Paid Listing: Google’s Classified
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
Organic Search Query Trends in India on Keyword – “Cars”Opportunity being Lost on “Free” and most convertible Traffic
Organic Search Query Trends
Opportunity being Lost on “Low Cost” Intercept Traffic
Search Intercept Strategy
Click to Call Ads
Call ads compete with click ads for particular query
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 )
Horizontals
Verticals
AutomobileVerticals
Search & Networks
Digital Media Strategy : Birds Eye View
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
Online Strategy: Birds Eye View365 Days Costing Matrix
“Lead to Closure Model”How can technology enable efficiencies
Current Models
Chevrolet.co.in
SMS
Toll Free No.
SPARK
SRV
CRMCall Centre – Direct Access
GMI
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Call Centre
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
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
• 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:
• 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
• 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
Thank you