Integration Across Digital

INTEGRATINGDIGITALMARKETING:THE 20 RULESmahesh@pinstorm.com∫

It’s always more beautifulwhen integrated.

25 years. Almost as many media.FCB, Grey, Ogilvy, Channel V, Pinstorm.

Print, TV, Radio, Outdoor, Display, Search, Social and more.

INTEGRATINGDIGITALMARKETING:THE 20 RULESmahesh@pinstorm.com∫

Like the seasons, media comes and goes.

Newspapers, Radio, TV and Digital.Digital: Orkut, Facebook and Twitter.

1∫

The pace of change is increasing. As are your challenges.

Insist your partner keeps up – for your own sanity.2∫

The larger you are, the less you can afford to miss focus.

Or manage many vendors.Let your partner manage focus.

3∫

Every specialist becomes obsolete.What do you do when yours does? 4∫

Digital’s bigger than you think. 65m on net, 375m on mobile. 16m on Orkut, 7m on Facebook,

0.5m on Twitter. 10 hours a day. SEC A, B+.Bigger than English TV on key demos.

5∫

It all starts with your consumer.Where are they? On digital? How many and how much?6∫

Find their path online – and follow it.Awareness? Interest? Desire? Action?7∫

No one medium outperforms others.No army uses just 1 weapon. Use the right mix of all.8∫

On building awareness and branding.Display (CPI not CPM),Contextual, Social, SEO, SMM, ORM9∫

On generating interest.Search (CPUV not CPC), Contextual, CPUV display, Mobile, ORM. 10∫

On increasing desire.Landing pages, microsites, CPQL, social, review sites, mobile web 11∫

On catalysing action.PerfectLandings, CPLV/CPA, SMS, Call, Chat, Call Center, Analytics 12∫

Be a master of all trades. Or a jack.Be media-agnostic. Focus on audience, message. Not on medium.13∫

Compensation determines incentive.Commissions→paid media. Retainers→social. Performance pay.

14∫

Structure for integration, not division.SEO, SEM, Display, Virals, Mobile, Social etc are not departments.15∫

Visibility: on doing better SEO.On-site: Flash, Tags, Maps, Copy, Age, Freshness.

Off-site: In-bound links, PR plan, directories, High PR pages16∫

Reach: on doing better SEM. Words: Long-tail, Fresh

Bids: Lower now, CAT / SCATAds: 1 per word / page, languages

Landing pages: Relevance, SEO, site not pageTracking: don’t use GA, try new stuff

17∫

Impact: on doing better display.Size: Own the page

Construct: Movement better than stillMessage: Intrigue, don’t just inform

18∫

Buzz: on doing better social mediaIdentity: Your own, don’t fib.

Character: Fit in before you try stand out.Message: on network.

Blogs: own and others.Facebook, Orkut: Apps and fansTwitter: Deserve to be followed.

19∫

Integrate: make small look big. Small can be nimble – move faster than others.

Look bigger to customers and prospects.For far less money than the big guys have.

20∫

Integrate with peace.Nothing to lose but your inhibitions.

0∫

One quick case.∫

151 responses∫

151 responses∫

An astounding 46% would change!∫

Most didn’t seem to need/use VAS∫

Perception of strengths ∫

Perception of weaknesses∫

What is of value to them?∫

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Abhishek and the minister.∫

Social Media Optimization is a set of methods for generating publicity through Social Media, Online Communities and Community Websites.

Blogs

Forums

Video/Photo Sharing websites

Communities

Social Networking Sites

Thus, focus is on driving traffic from sources other than Search Engines

Virtual Reality – Second Life

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How did we promote this?∫

SEM:∫

SEO∫

Contextual Advertising∫

On Yahoo! Answers∫

On Digg.com∫

Blog marketingWe created a blog at myidea4india.wordpress.com to showcase the top ideas that were voted for on the myIdea website.

We use the blog to bring to the fore what we thought were some of the best ideas. We elaborate on the issues the myIdearepresented and asked users to vote accordingly.

This is another way for our TG to find us.

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On Twitter∫

Viral:∫

∫ Contextual Display

Contextual Display∫

Apps: Google, Facebook, Orkut∫

Pay-for-performance∫

Integration results:

• Catching up with Jaagore as the most consumer-involving campaign in India.– 3 weeks vs 12 months– Only online vs crores on TV

• Queries from advertisers to use it as a platform for ads

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Integrate and rule the world.There’s no limit to how big you can get.∫INTEGRATING

DIGITALMARKETING:THE 20 RULESmahesh@pinstorm.com∫

∫INTEGRATINGDIGITALMARKETING:THE 20 RULESmahesh@pinstorm.com∫ Questions? Answers? SMSes?