BRANDSTORM2012 PRESENTATION AT CONFERENCE

1. Leveraging Digital To Build
brands
Peshwa Acharya
Peshwa.expert@gmail.com

2. Define Brand Objective
• Communicate
• Engage
• Lead Generate

3. Define Digital
• Web site
• On line Advertsing
• Mobile Advertising
• Apps
• Social media

4. What would a CMO review
• Web presence
• Website Analytics & Usablity
• Search Engine Optimization
• Paid Search ( Ad words ) , campaigns
• Social media optimization
• Community Engagement
• On line Reputation management ( ORM )
• Digital Advertising

5. Digital Advertising
Facebook
Internet Mobile
Twitter
Social Pop-up Ads Text messages
Linkedin networking
websites Flash Ads Brand App
Myspace
Blog Video Ads Voice Ads
Flickr Banner Ads Interstitials In-App Ads
Dedicated On site Caller tone Ads
Website sponsorship
Classified Mobile internet
Google Ad Advertorials
banners
News words
Site capture QR Code
letter Text Ads Micro site methodology
Inbox
banner E-mail Ads Ticker

6. Digital Advertising Pie
• Display ( 20 %)
• Search ( 21 %)
• Online classifieds ( 55%)
• Mobile advts ( 4%)

7. • Which Categories does display advts

8. Share of Display Ad type spend by Industry
FY 2011- Base INR 571 crores
20% 17%
13%
15% 11% 12%
8% 8% 8% 8%
10% 5% 5% 5%
5% 1%
0%
FY 2012- Base INR 676 crores
20%
10% 18%
13% 14%
11%
8% 8% 8% 8%
3% 5% 5%
1%
0%
Source: IMRB International

9. Role Of Digital in each Category /
Industry
• Travel : Destination Branding , Search ,
Comparison , Experience , Buying .
• BFSI : Search , Comparison, Credibility
building , Reach , Information .
• Telecom : Reach , Engagement , Technology
Demystification .
• Auto : Information , Search , comparison ,
Review .
• CDIT : Search , Review , Engagement .

10. What Future Trends hold

11. THE MOBILE LANDSCAPE (India)
Total Mobile Subscribers (activations)
800Mn +
Active Mobile Subscribers
500Mn +
Total GPRS-enabled mobile sets/subscribers
200Mn +
80Mn +
(all users)
Total GPRS-enabled mobile sets/subscribers
(active feature and smart phone users)
250,000 Apple Ipad 30%
Tablets Samsung tablet Others
sold in Blackberry Playbook
213 million units * 2011
Total mobile devices sold 70%
in 2011
*Source: GARTNER INC.
231 million units *
Estd. Total mobile *Source: LiveMint.com and IDC Centre for
devices sale in 2012 consultancy and research
*Source: GARTNER INC.
Out of 231 million units, 18.5* Million expected to be SMART PHONES

12. APPS MARKET IN INDIA
Apple App Windows
Store MOBANGO
market place GETJAR
Blackberry Nokia store
Android
App store
Various Apps stores distribution platforms in India
FREE PAID
1.5-2 mn+
90% 10%
Total number of Apps available across Apps store
IN-APP Advertising
Text Video HTML5 market is less than
Banner
Ads Ads Ads
5% of mobile
display advertising
Types of IN-APP Advertising market

13. MOBILE INTERNET SCENARIO IN INDIA
100mn+ 35mn+
ESTD. TOTAL ESTD. TOTAL
MOBILE INTERNET MOBILE INTERNET
USERS IN INDIA USERS IN INDIA
who access mobile who access mobile
internet once in internet
ONE YEAR EVERY MONTH
3%
97%
96% Users under the age of 35

14. MOST POPULAR CONTENT BROWSING ACTIVITIES*
DOWNLOADING DOWNLOADING DOWNLOADING
MUSIC APPS VIDEOS
71% 59% 61%
62% 52% 59%
Opera Users Other Users
* SOURCE: Opera India

15. TOP 20 SITES ACCESSED ON MOBILE INTERNET IN INDIA *
TOP 20 DEVICES USED TO ACCESS* internet on mobile
wikipedia.org 80% 20%
vuclip.com
cricbuzz.com
songs.pk
getjar.com
yahoo.com
zedge.net * SOURCE: Opera India
mobile9.com
nimbuzz.com
sports.opera.com
TOP platforms for surfing internet*
bfish.in
dictionary.com
peperonity.com
espncricinfo.com JAVA ME BLACKBERRY iOS
indianrail.gov.in
bing.com SERIES 60
ANDROID
in.com
* SOURCE: Opera India * SOURCE: Opera India

16. Facebook landscape in India
INDIA HAS THE 3rd LARGEST FACEBOOK
USERS BASE IN THE WORLD

17. Facebook landscape in India
FACEBOOK’S MONTHLY ACTIVE USERS
*Access Facebook atleast once in last 28 days
45 Mn +
27%
73%

18. Age distribution
< 18: 12.5% 18-24: 48%
25-34: 28% 35-44: 7%
45+: 4.5%
Top 5 cities with FACEBOOK users Top 5 most liked ‘BRAND PAGES’ 40% users share
Mumbai Tata Docomo their relationship
Delhi Kingfisher status
Bangalore Fastrack India Of which,
Chennai Vodafone ZooZoos 32% are in
Hyderabad Pepsi India relationship
(married, engaged,
or in relationship)
68% are single

19. Challenges Faced by Brand / CMO
• Understanding the role that digital media can play and what / how the
medium can deliver (as against that of other media).
• No guarantee on return on investment (because emotions cannot be
measured)
• Arrive at a budget for digital plan (and how it should be allocated at various
platforms)
• To determine the stage at which digital media should form a part of media
strategy
• Setting targets for digital media (deliveries)
• Monitoring competitor’s activity

20. Challenges Faced by Brand/
CMO(..cont’d)
• Measurement and evaluation – Proving the value of the social media efforts is a
challenge for an advertiser. The cause for it is that social media is still evolving, solid
quantitative data that supports the ROI of your effort may be hard to come by
• Choosing the right digital media channels (predicting the popularity of a new
technology platform & its effect on the existing one)
• Coming up with creative ideas for your social media marketing campaigns
• Specifically for a global marketer, the core challenge has been to deliver relevant
messages to the local market, but in an age where assets designed for one country are
rapidly shared around the world, the challenge is to give global consumers a delicate
balance of local, regional and global campaigns – simultaneously
•