Evolution of Digital Marketingfor Indian Businesses

Consumption Habits…Newspaper

Cable TVRadio

Telephone

PC/ConsoleGames

RSS ReaderTwitter,

Facebook

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.