As I look back at a presentation on Oct 2009, at PSGR Krishnammal College of Women. Today feel vindicated that Social Media has become a mass media.

1. Trends in e-Marketing…
RSenthilkumar

2. This man put twitter on everyone's
lips for a day and well he had
unofficially become the twitter’s
brand ambassador…..
Shashi Twitteroor is his nick

5. I did an online search for
PSGR Krishnammal
College for Women

9. What's e-Marketing…??
e-Marketing, is the ‘marketing’ of
products, or, services over the
‘internet’.
e-Marketing is the process of marketing
a brand using the Internet.

10. Email Marketing
• E-mail is the number one app with over
90% of internet users
• Issues such as browser differences,
targeting, and privacy are critical
• Spam, creates a major negative for e-mail
marketing

11. Search / Search Engines
• Pay for position taking a strong lead
• Search engine optimization (SEO) critical
• Majority of users rely on search engines
for navigation
• Targeted audience
• Accounts for over 70% of new site visitors
• Turbulent arena

12. Viral Marketing
• Hot Mail was one of the first examples of
viral marketing
• Another “e” term for “word-of-mouth”
advertising
• Bulletin boards, e-mail, chat rooms are the
major conduits for viral campaigns
• What is “buzz”

13. Affiliate Marketing
• Partnership and affiliate programs are
booming
• Cooperation between online companies
• Commission programs and banner
exchange programs lead this channel

14. Banner Advertising
• Volatile history with sharply declining click
through rates
• New forms such as embedded java, active
x, AJAX, Silverlight technology, Flash
• Pop-ups, pop-under and other new
delivery methods are gaining acceptance
• Branding is possible with banners

15. Initiate RelationshipInitiate Relationship
in Information Stagein Information Stage
Increase ProductIncrease Product
SelectionSelection
DevelopDevelop
AftermarketAftermarket
ContactContact
Develop CustomerDevelop Customer
KnowledgeKnowledge
Reduce InventoryReduce Inventory
NeedsNeeds
Reach NewReach New
CustomerCustomer
SetsSets
Internet Contribution toInternet Contribution to
Bricks and MortarBricks and Mortar

16. BrandBrand
ReinforcementReinforcement
and Trustand Trust
Capture urgentCapture urgent
and impulse buysand impulse buys
FacilitateFacilitate
DeliveryDelivery
CaptureCapture
Aftermarket ProfitsAftermarket Profits
Reach a largerReach a larger
customer basecustomer base
Place toPlace to
touch andtouch and
test-drivetest-drive
productproduct
Bricks & MortarBricks & Mortar
Contribution to InternetContribution to Internet

17. Advantages
• Digital innovations become an integral part of life
• Breaks down logistical barriers
• Offers greater flexibility and power
• Shrinks time and business
• Simplifies complex business processes
• Enables effective communication and
collaboration
• Opens up new markets

18. Advantages
• Cost effectiveness
• Global reach
• Interactive response
• Measurability
• Personalization
• Real-time feedback

19. Now the new media in the new media:
• Blogging
• Social Media…
• Forums, Chats, moderations…

20. Blogging
• A new phenomena which is gripping the
internet world…
• I blog therefore I am..
• Relates event to corporates….
• Some big names blogging…Steve Jobs,
Big B, Shah Rukh
• Kiruba Shanker - Business Blogging

21. Social Media…
• Facebook, Orkut, regional entertainment
sites
• Linked in, Apna Circle, Peer power.com
• Life in lines…

22. Forum, Chat and Moderations
• IT and non IT platforms
• Anything you could ask for – subject of
choice.
• emarketingblogs.com

23. Change of revenue pattern
• From PPI (impressions) to PPC
• PPC – Pay per click - google.com
• Click to feed back – even on mobiles…
• Adword, Yahoo Search Marketing,
Adspace

25. • Now see this…21,795,550,000 dollars

26. The back ground in India…
• ‘All’ internet users down at 47 million (39 million urban, 8
million rural)
• Drop of 6% from last year (lapse of around 3 mn occasional
users)
• Just 10% growth in ‘regular’ users base*, reaching 38.5 mn (33
mn urban)
• +3.5 mn regular ‘urban’ users over last year, +0.4 mn regular
‘rural’ users
• 28% growth in ‘daily’ internet users (+7 mn in last 1 year to
reach 32 mn)
Source: Juxt Consult India Online Report 2009

27. The back ground in India…
• Exclusive cyber café user base shrink to become just 6% of all
internet users
• Lapsers from cyber cafe account for 85% of all internet lapsers
in last one year
• Office continues to be the place from where internet is
accessed the most (68% at ‘multiple’ access point level)
• Average place of access per user is 1.9
• On preferred access point basis, home tops at 37%
Source: Juxt Consult India Online Report 2009

28. The back ground in India…
• 1 out of 3 computer user still not using internet
• Most new broadband connections are ‘replacement’
connections
• Still only 4 mn internet users access it through mobile phones
• Only 13% of existing internet users prefer to read in English
• More importantly only 20 mn Indians (<2% of all) prefer to read
in English
Source: Juxt Consult India Online Report 2009

29. The back ground in India…
• 4 out of 5 online Indian are in the ‘prime’ of their life (19-35
years)
• 3 out of 4 of them belong to the ‘consuming’ and ‘aspiring’
class (almost half of them belong to SEC ‘A’ and ‘B’)
• Half of all Internet users are employed
• Their average monthly family income is 3.2 times the national
average
• 3 out of 4 of them come from the non-metro towns and nearby
villages
Source: Juxt Consult India Online Report 2009

30. The back ground in India…
• 4 out of 5 online Indian are in the ‘prime’ of their life (19-35
years)
• 3 out of 4 of them belong to the ‘consuming’ and ‘aspiring’
class (almost half of them belong to SEC ‘A’ and ‘B’)
• Half of all Internet users are employed
• Their average monthly family income is 3.2 times the national
average
• 3 out of 4 of them come from the non-metro towns and nearby
villages
Source: Juxt Consult India Online Report 2009

31. The back ground in India…
• 91% of all regular online Indians ‘shop’ online (search or buy)
• 20% have also bought online in last 1 year, i.e., ‘active’ online
buyers base of 7.5 million
• 74% of travel buyers have bought train tickets, 34% air tickets
• Credit card is the most popular mode of online payment at 50%
• Less than 1 in 5 ‘non-buying’ online shoppers cite ‘fear of
misuse of credit card’ as a reason for not buying online
Source: Juxt Consult India Online Report 2009

34. Findings on Social media in India
• Social media users in India are young, predominantly
male and have well paid occupations.
• The top five social media sites in India provide a near
captive audience, a majority of whom are long-time and
returning users.
• Motivation for social media usage in India is driven the
most by the desire to build relationships.
• Indian consumers are turning to social media for
guidance on buying decisions in a variety of categories.

35. Findings on Social media in India
• Social media users in India consider peer and
professional opinion as more credible sources for
purchase guidance than either of them alone.
• Indian consumers no longer wish to be passive entities
but want to actively participate in collaborative marketing
on social media
• Indian users’ perception of value from social media sites
is affected by frequently updated, quality content.
• Like with the Internet, privacy issues are of the biggest
concern for the users of social media.

39. • To conclude…
The trends are just an indication of a vast
opportunity for all the stake holders…
Social media will drive the future branding
and marketing aided by offline tools