Intro to digital marketing by Vivek Shah

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How is the digital marketing world evolving, in terms how consumers are driving the change and how organizations are challenged with re-orienting themselves.

Q: What do you think we are looking at?
A: 1st banner ad, HotWired, 27th Oct ‘94.
There were only 12 advertisers in the entire world that
lined up for HotWired.
1) The average click through rate of display ads ~0.17% - .30% (Source: DoubleClick)
2) Only of internet users account for of clicks on display ads (and some of them
aren't even humans!)
85%8%
(Source: comScore)
And Stats…
3) Over of all online ads impressions are never seen by humans51%
(Source: ThinkWithGoogle)
Some Trivia…
9/25/2017 Vivek Shah | vivek8@micamail.in 2

What’s Marketing?
Creating, communicating and delivering “value” to customers / consumers
9/25/2017 Vivek Shah | vivek8@micamail.in 3

Why the Mad “Digital” Rush?
2016 2017
9/25/2017 Vivek Shah | vivek8@micamail.in 4

Customers Demand Personalized Messaging
Attention spans of a 7yr old!
9/25/2017 Vivek Shah | vivek8@micamail.in 7

Customers Draw a Non-Linear Journey
Brands got to be with them all along the path-to-purchase
9/25/2017 Vivek Shah | vivek8@micamail.in 8

How Digital Helps Bridge the
Gap?
Where do businesses and brands see value in digital
9/25/2017 Vivek Shah | vivek8@micamail.in 9

Digital is Scalable
To Help Reach Audience at Right Touch-Points
9/25/2017 Vivek Shah | vivek8@micamail.in 10

Digital is Targetable
To Help Drive Desirable Behavior at Each Stage
9/25/2017 Vivek Shah | vivek8@micamail.in 11

Digital is Measurable
To Help Drive RoI
9/25/2017 Vivek Shah | vivek8@micamail.in 12

Digital Change: Brands in the Middle
Brands
Outside-in View:
- Non-linear path to
purchase
- Demand
personalized
communication
- Traceability and
attribution
- Platform Complexity
Inside-out View:
- Digital Strategy
- Digital Presence
- Campaign Planning
and Execution
- Operations and
Optimization
9/25/2017 Vivek Shah | vivek8@micamail.in 13

Digital Marketing Channels
How to look at digital channels and the metrics from a tactical point of view
9/25/2017 Vivek Shah | vivek8@micamail.in 14

Key Digital Channels
9/25/2017 Vivek Shah | vivek8@micamail.in
Digital Marketing
Mix
Email PPC Organic Social Referral
? List Size
? Deliverability
? Open Rates
? CTR
? Conversions
? Reach
? Imp. Share
? Viewability
? CTR
? Conversions
? Search Terms
? Search Share
? Rank
? CTR
? Conversions
? Reach
? Engagement
? CTR
? Conversions
? Sentiment
? Referral Paths
? Sources
? PVs, Uniques
? Conversions
? Known DB
? List Quality
? Automation
? CRM
? RoI
? Targeting
? Placements
? Budget
? RoI
? Landing Page
? Keyword
Research
? Content
? On-Page SEO
? Back-links
? Content
? Sharable
? Audience
? SoV
? Organic
Reviews
? Sponsored
? Influencers
KeyMetricsKeyAspects
Owned
? Sources
? Demographics
? PVs
? Conversions
? Time spent
? Design
? RWD
? UI/UX
? Personalize
15

Digital Media Planning Process
9/25/2017 Vivek Shah | vivek8@micamail.in 16

Digital Marketing Spends
What is the digital marketing spends, what are the key drivers and the key media
buying mechanisms
9/25/2017 Vivek Shah | vivek8@micamail.in 17

Digital: Overall Ad Spends (India)
9/25/2017 Vivek Shah | vivek8@micamail.in
Source: GroupM Estimates, 2016
18

Digital: Spend by Industry and Format (India)
9/25/2017 Vivek Shah | vivek8@micamail.in
Source: IAMAI and IMRB Report, 2015. All numbers in Cr, INR
19

Q: What do you think is larger:
Search Spends or Display Spends?
Q: Why do you think so?
Some Ad-Spend Numbers
9/25/2017 Vivek Shah | vivek8@micamail.in 20

Display outpacing
search, sooner than
later.
Q: What's the
difference between
search & display?
Search ? Display
9/25/2017 Vivek Shah | vivek8@micamail.in 21

Digital Display: 3 Key Drivers
9/25/2017 Vivek Shah | vivek8@micamail.in
Prog. Tech.
Mobile
Video
Reach Inventory Targeting
Momentum of drivers on key
parameters of display advertising
Programmatic Tech
Display
Advertising
Ecosystem
Together, there is a “highly-engaged-visitor” momentum generated in terms of
reach, inventory and targeting ability.
22

Emerging business models in the
digital world
9/25/2017 Vivek Shah | vivek8@micamail.in 23

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Intro to digital marketing by Vivek Shah

1. Intro to Digital Marketing Vivek Shah

2. Q: What do you think we are looking at? A: 1st banner ad, HotWired, 27th Oct ‘94. There were only 12 advertisers in the entire world that lined up for HotWired. 1) The average click through rate of display ads ~0.17% - .30% (Source: DoubleClick) 2) Only of internet users account for of clicks on display ads (and some of them aren't even humans!) 85%8% (Source: comScore) And Stats… 3) Over of all online ads impressions are never seen by humans51% (Source: ThinkWithGoogle) Some Trivia… 9/25/2017 Vivek Shah | vivek8@micamail.in 2

3. What’s Marketing? Creating, communicating and delivering “value” to customers / consumers 9/25/2017 Vivek Shah | vivek8@micamail.in 3

4. Why the Mad “Digital” Rush? 2016 2017 9/25/2017 Vivek Shah | vivek8@micamail.in 4

5. How is Digital Changing Customer and Brand Interactions? How and why digital is penetrating the business aspects 9/25/2017 Vivek Shah | vivek8@micamail.in 5

6. Customers Drive Brand Conversations And not vice-versa 9/25/2017 Vivek Shah | vivek8@micamail.in 6

7. Customers Demand Personalized Messaging Attention spans of a 7yr old! 9/25/2017 Vivek Shah | vivek8@micamail.in 7

8. Customers Draw a Non-Linear Journey Brands got to be with them all along the path-to-purchase 9/25/2017 Vivek Shah | vivek8@micamail.in 8

9. How Digital Helps Bridge the Gap? Where do businesses and brands see value in digital 9/25/2017 Vivek Shah | vivek8@micamail.in 9

10. Digital is Scalable To Help Reach Audience at Right Touch-Points 9/25/2017 Vivek Shah | vivek8@micamail.in 10

11. Digital is Targetable To Help Drive Desirable Behavior at Each Stage 9/25/2017 Vivek Shah | vivek8@micamail.in 11

12. Digital is Measurable To Help Drive RoI 9/25/2017 Vivek Shah | vivek8@micamail.in 12

13. Digital Change: Brands in the Middle Brands Outside-in View: - Non-linear path to purchase - Demand personalized communication - Traceability and attribution - Platform Complexity Inside-out View: - Digital Strategy - Digital Presence - Campaign Planning and Execution - Operations and Optimization 9/25/2017 Vivek Shah | vivek8@micamail.in 13

14. Digital Marketing Channels How to look at digital channels and the metrics from a tactical point of view 9/25/2017 Vivek Shah | vivek8@micamail.in 14

15. Key Digital Channels 9/25/2017 Vivek Shah | vivek8@micamail.in Digital Marketing Mix Email PPC Organic Social Referral ? List Size ? Deliverability ? Open Rates ? CTR ? Conversions ? Reach ? Imp. Share ? Viewability ? CTR ? Conversions ? Search Terms ? Search Share ? Rank ? CTR ? Conversions ? Reach ? Engagement ? CTR ? Conversions ? Sentiment ? Referral Paths ? Sources ? PVs, Uniques ? Conversions ? Known DB ? List Quality ? Automation ? CRM ? RoI ? Targeting ? Placements ? Budget ? RoI ? Landing Page ? Keyword Research ? Content ? On-Page SEO ? Back-links ? Content ? Sharable ? Audience ? SoV ? Organic Reviews ? Sponsored ? Influencers KeyMetricsKeyAspects Owned ? Sources ? Demographics ? PVs ? Conversions ? Time spent ? Design ? RWD ? UI/UX ? Personalize 15

16. Digital Media Planning Process 9/25/2017 Vivek Shah | vivek8@micamail.in 16

17. Digital Marketing Spends What is the digital marketing spends, what are the key drivers and the key media buying mechanisms 9/25/2017 Vivek Shah | vivek8@micamail.in 17

18. Digital: Overall Ad Spends (India) 9/25/2017 Vivek Shah | vivek8@micamail.in Source: GroupM Estimates, 2016 18

19. Digital: Spend by Industry and Format (India) 9/25/2017 Vivek Shah | vivek8@micamail.in Source: IAMAI and IMRB Report, 2015. All numbers in Cr, INR 19

20. Q: What do you think is larger: Search Spends or Display Spends? Q: Why do you think so? Some Ad-Spend Numbers 9/25/2017 Vivek Shah | vivek8@micamail.in 20

21. Display outpacing search, sooner than later. Q: What's the difference between search & display? Search ? Display 9/25/2017 Vivek Shah | vivek8@micamail.in 21

22. Digital Display: 3 Key Drivers 9/25/2017 Vivek Shah | vivek8@micamail.in Prog. Tech. Mobile Video Reach Inventory Targeting Momentum of drivers on key parameters of display advertising Programmatic Tech Display Advertising Ecosystem Together, there is a “highly-engaged-visitor” momentum generated in terms of reach, inventory and targeting ability. 22

23. Emerging business models in the digital world 9/25/2017 Vivek Shah | vivek8@micamail.in 23

24. Businesses in the Digital World Strategy Consulting Creative Agencies IT / Outsourcing Services Product Companies Brand Orgs Serves Consumers Serves 9/25/2017 Vivek Shah | vivek8@micamail.in 24

25. Questions?

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