In the advertising & marketing communication world , this is one of the most commonly debated topic, does your brand really need a Digital PR company when they have a well established conventional PR agency? More often than not, the brand assumes that their current empaneled PR agency is capable of handling any contingency or marketing problem. But in today’s digital universe, that simply isn’t the case.
When it comes to the question of a digital PR agency versus a traditional PR agency, we know that digital agencies offer capabilities that are beyond the scope of firms that focus on a more traditional public relations approach.
This presentation would help any Public Relations company to build their digital offering much more strategically and offer a much better value to their clients.
FULL ENJOY Call Girls In Mayur Vihar Delhi Contact Us 8377087607
Decoding Digital DNA in India - A strategic approach for all PR Agencies
1. Decoding Digital DNA
A Strategic Approach for PR Agencies in India
A presentation by
Piyush Aggarwal
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
5. 14.2 Million people
booked rail tickets
1.4 Million people
booked air tickets
59.2 Million people
purchased online
2.39 Million people
uploaded matrimony profiles
2.84 Million people
uploaded resume online
26 Million people
joined Facebook
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
Source: IAMAI
6. #1
#2 #3 #4 #5
#6 #7 #8 #9
Source: Alexa 2013
2013 Top Traffic Websites in India
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
7. India Users % Share
102+ Million 7.97%
21+ Million 7.00%
35+ Million 13.73%
25+ Million 7.29%
25+ Million 21.43%
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
14. Audience attention time is getting segmented
(TV to PC > PC to Mobiles > Mobile to Wearable)
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
16. Conversation is moving away from
“how do I get more leads”
to “how do we engage more
qualified customers”
Traditional lead generation does
not work in the age of eCommerce
& instant gratification
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
18. Social Media has become a Content Guzzler
SELFIES
VIDEOS
PHOTOS
LIQUID CONTENT TWEETS
GAMES
Social Media is killing the traditional media buy model as audience
is no longer visiting websites, instead they are discovering it in real
time in their social feeds.
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
19. Key Learning
Key Insight
Content consumption is rapidly
shifting from websites to apps.
Build Mobile First approach.
Advertising needs to become
content itself & vice versa.
Content Marketing can replace
Social Media in near future
Audience is moving away from text
to more engaging formats.
Focus on building video & rich
Media experiences
Lead generation is now demand
generation.
Build captive audiences through
powerful engagement messages.
Audience is consuming content
across devices.
Cross Channel + Cross Device
strategy would be key.
Customer’s Purchase Decision Life
Cycle is getting dynamic
Media Planning ways needs to re-invent
for e-commerce.
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
21. • 6.5% of total ad spend
was from digital.
• It is projected to touch
7.9%* of total by 2014
Source: GroupM Report
Digital Ad Spend in India
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
22. Digital Ad Spend - by format
• Though share of display
advertising is reducing but still
significant enough from volume
perspective.
• SOLOMO (Social Local Mobile)
have shown significant increase.
• Video is the latest buzzword in
brand space with its spends
projected to touch huge
proportions.
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
23. Publishers
(New Challengers)
eCommerce
(New Challengers)
Ad Networks
(New Challengers)
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
Social
(New Challengers)
Ad Agencies
(New Challengers)
Publishers
(Old Masters)
Search
(The Old Masters)
eCommerce
(Old Masters)
Ad Networks
(Old Masters)
Ad Agencies
(Old Masters)
The Players - Then and Now
24. Digital Revenue Channels & Services Ecosystem
Creative Content Technology Media Data & Analytics
Display Media
Search
Marketing
Search
Optimisation
Social Media
& PR
Affiliate
Marketing
eCommerce
Social API
Mobile Apps
CMS Design
Web/SEO
Content
CRM
eCommerce
Content
Video Content
Social & B2B
Content
Mobile
Content
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
Web Design
Campaign
Design
Communication
Design
UI/UX
Design
HTML5
Design
Google
Analytics
Social
Monitoring
Market
Research
Media
Research
MIS
Digital Branding & Customer Lifecycle Management
25. Players vs Services
Mainline Ad Agency
Mainline Media Agency
360 Degree Digital Agency
Interactive Agency
Digital PR & Social Media
Digital Brand Consultancy
Content Marketing Company
Digital Activations
Creative Content Technology Media Data & Analytics
Yes Yes No No No
No No No Yes Yes
Yes Yes Yes Yes Yes
Yes Yes Yes No Yes
Yes Yes No No Yes
Yes Yes No No Yes
No Yes No Yes Yes
Yes Yes Yes Yes No
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
26. How to build a 360 Degree
Digital Agency in India?
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
27. Building 360 Degree Digital Agency
I. SWOT Analysis of a PR Agency
II.Building 360 Degree Digital Services
III.Revenue Goal Setting
IV.Region Wise Revenue Break Up
V. Digital - Team Structure
I. Core Team Structure
II. Regional Team Structure
III.Ops Team Structure
VI.Sales & BD Strategy
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
28. S W
O T
Strengths of PR Agency
• Marketing Communication & Strategy
• Content Strategy & Design
• Public Influence & Social Outreach
• Brand Consulting & Advisory
• Data driven approach
• Strong reputation across media & ad world
• Powerful track record in execution
Weakness
• Lack of strong digital specific credentials
• Lack of technology expertise
• Limited digital offering & resources
• Late entry in the market
• Not offering digital as core service
Opportunity
• Fast growing socio-digital landscape
• With Google’s Pigeon Algorithm, original
content would become precursor to any
website’s SEO.
• Expanding retail to open local marketing
opportunities.
• Massive mid-sized business market.
• Lack of B2B expertise across agencies
Threats
• Global PR companies offering stronger
technology and execution prowess.
• Consolidation of digital accounts by
large global media houses.
• Shortage of trained manpower in Digital
& in particular Mobile.
29. Estimated Digital Market Size
Current Digital Services offered by PR Companies
• Digital Intelligence
• Online Reputation Management
• Digital Media Influence
• Social Media Management
• Content Marketing
Estimated Market Size by 2017
INR 380 Crore
+
Creative
+
Media
+
Technology
Estimated Market Size by 2017
INR 8396 Crore
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
30. 360 Degree Digital Services
Portfolio
Creative Design
Services
• Digital Experience Design
• Brand Storytelling
• Web Design
• Mobile UI Design
• Digital Campaign Design
• Intranet Design
• Landing page design
Performance Media
Services
• Account Planning
• Media Buying
• Affiliate Marketing
• Search Marketing
• Search Optimisation
• Lead & Demand Generation
• Email Marketing
Digital PR & Social
Media Services
• Digital Intelligence
• Online Reputation
Management
• Digital Media Influence
• Social Media Management
• Content Marketing
• Native Advertising
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
32. Digital Core Team Structure (Sample)
Digital Strategy Director
(India)
BD, Strategy & Servicing Technology Creative Media
Business Manager
(North Region)
Business Manager
(West Region)
Business Manager
(South & East)
Lead
SEO & SEM
Social Media Lead
Lead
Media Buying & Planning
Lead - Technology Creative Head
33. Digital Regional Team Structure
Business Manager
(North)
Business Manager
(West)
Business Manager
(South & East)
Client Servicing Executive
(North)
Client Servicing Executive
(West)
Client Servicing Executive
(South & East)
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
34. Media Planners
Digital Ops Team Structure
Head
SEO & SEM
Manager - Media Buying
& Planning
Manager - Technology Creative Head
Web / HTML5 Developers
App Developers
Web Designers
App UI Designers
SEO Analysts
Copy / Content Writers
Project Co-ordinators
SEM Executives
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
35. What should be your
Sales Strategy?
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
36. Divide the Sales Approach into 2 parts
Transactional & Experiential
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
37. Transactional Selling - Pitch
Verticals Sales Pitch
Getting more leads & revenue opportunity by
connecting the brand to targeted customers on
Mobile Web & App.
BFSI, Health, Travel,
Education
Creating mobile content & platforms for brand
advocacy / thought leadership or corporate
social responsibility
B2B, Public Sector,
Enterprise
Building end to end customer lifecycle
management. Maximising reach, Audience
Engagement & Driving ROI
eCommerce
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
38. Verticals
Transactional Selling - Solution
BFSI, Health, Travel,
Education
B2B, Public Sector,
Enterprise
Retail, eCommerce
Objective Vehicle Marketing
Leads
&
Transactions
Web / App
+
Content
Affiliate + Display
+ Search + SEO +
Social
Thought Leadership
&
Engagement
Web / App
+
Content
Display + Email +
SEO + Social
App Downloads, App
Usage, Interactivity
Web / App
+
Content
Affiliate + Mobile +
Search + Email +
SEO + Social
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
39. Experiential Selling - Pitch
Verticals Key Pitch
Building powerful immersive product
experiences for brand impact
Auto, Gadgets,
Luxury, Lifestyle,
Real Estate
Building powerful brand experiences on top
of strong social concepts for maximising brand
FMCG impact & reach.
Building strong content repository and
amplifying the interactivity, engagement on
mobile & social.
Entertainment
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
40. Verticals
Experiential Selling - Solution
Auto, Gadgets,
Luxury, Lifestyle,
Real Estate
FMCG, Telecom
Entertainment
Objective Vehicle Marketing
Product Experience
+
Impact
Online +
Mobile Web
+
Content
Display
+Search
+ Social
Brand Experience
+
Reach +
Engagement
Online +
Mobile Web
+
Content
Mobile Video & Rich
Media + Search +
Social + Analytics
Reach +
Engagement
Online +
Mobile Web
+
Content
Mobile Video & Rich
Media + Search +
Social + Analytics
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
41. 9 reasons why digital would grow further
5,000+ Mid Size Companies with
>1000 cr revenue
30+ B2B Verticals which are still
untouched by Digital Agencies
75000+ NGOs with little digital
presence
200,000+ Small Business with >100
cr revenue
Booming Start up ecosystem with
50+ start ups getting funding every
quarter.
Over 1500 crores of un-spent
central & state budget in e-governance
programmes.
Booming retail & e-retail formats
with over $8 billion of projected
revenue.
India will soon become world’s 3
largest mobile market
Facebook & Google committing
their strategic investments towards
India in next 3-4 yrs
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha
42. “1000 miles journey starts with a single step.”
–Chinese Proverb
piyush@doubleback.in www.piyushaggarwal.me @iampiyusha